User Research in Asia :: Top 5 Lessons Learned

In this deck I share my top 5 lessons learned from a year of leading user research campaigns in Asia. I focus on China, India, and Japan. This deck was prepared for a talk to the Mozilla UX group on May 10, 2012.

Transcript

1. Top 5 Lessons Learned User Research in Asia May 10, 2012 • Mozilla Carissa Carter @snowflyzone China India Japan Bangalore Mumbai Delhi Shanghai Beijing Tokyo One year Three primary countries
2. Top 5 Lessons Learned User Research in Asia Meta more than method Cultural more than specific China India Japan Bangalore Mumbai Delhi Shanghai Beijing Tokyo Hong Kong - based China, India, Japan - focused
3. (1) Understand the enhanced impact of recent history. Example: China
4. China Macau Hong Kong Taiwan
5. 1970 1966 1976 1958 1961 1990 1950 1960 2000 2010 nominal GDP (USD) 4.9 trillion closed economy part planned, part open economy 1980 Great leap forward agrarian manufacturing service knowledge Cultural Revolution These factors shape the modern Chinese workforce.
6. The events we’ve experienced sculpt our lives and inform our behaviors. In China, we see one more layer that shapes today’s knowledge workers.
7. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common Conformist 2 MNC management gap (1) Self Starter • Cultural Revolution Generation • born, raised, educated in Mainland China • very little Western exposure • immediately entrepreneurial when the economy opened up.
8. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common MNC management gap Conformist 2 (2) Conformist • Cultural Revolution and Transition Generations • lived only in Mainland China • accept Communism • accept information provided to them by the Chinese government
9. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common MNC management gap Conformist 2 (3) Optimist • Opportunity Generation • born, raised, educated in Mainland China • possible Western exposure via employment (themselves or a friend) at a MNC • life in China is great
10. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common MNC management gap Conformist 2 (4) Returnee • Transition Generation • born and raised in Mainland China, educated overseas • now live in China • many advantages for these sea turtles
11. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common MNC management gap Conformist 2 (5) Hybrid • individuals of Chinese descent • born, raised, educated in Taiwan, Hong Kong, Macau, Singapore, Malaysia • now live in China • East-West understanding • highly sought-after by MNCs
12. Age + time spent abroad = 6 archetypes of worker 1 3 4 5 6 younger older lived abroad from China lived only in China Western Hybrid Self-Starter Optimist Returnee least common MNC management gap Conformist 2 (6) Western • born, raised, educated in a Western country • live permanently in China • often sent by MNCs
13. economy opens birth rate (per thousand) Cultural Revolution Generation Transition Generation Opportunity Generation Survivor Generation Baby Boomer Gen X Gen Y (Millenial) 10 20 30 40 age 25-34 today age 16-25 today age 34-51 today age 51-66 today lived abroad Degree to which the present knowledge work- force has lived abroad or stayed in Mainland China lived in mainland China China Generations Western Generations 1970 1990 1950 birth year 1960 2000 2010 1980 1966 1976 1958 1961 Great leap forward Cultural Revolution Self Starter Optimist Conformist Returnee Hybrid Western Knowledge worker archetypes in more detail.
14. (1) Understand the enhanced impact of recent history. What events have shaped your target users? How does this affect their behavior or attitudes as related to your product? recap
15. (2) Find the momentum of the population. Example: India
16. China Pakistan Nepal Bangladesh Bhutan Myanmar Sri Lanka Bangalore Mumbai Hyderabad Chennai Calcutta New Delhi India
17. Under 20 20-34 35-49 50-69 70+ ! 1.2 billion people. 800 million under 35. World’s largest youth population. Under 35
18. Signs of success: motorbike, car, home.
19. “One hundred and fifty years of Mongol rule, and 200 years of British rule? We were deprived for a long time. We were ready for 1991.” Entrepreneurial drive: laying pipes to bring water.
20. (2) Find the momentum of the population. Where does the energy of your users come from? How will you tap into it? What role do religion, politics, or other factors play? recap
21. (3) Tap into self-perceptions. Example: Japan
22. China S. Korea Russia Taiwan Japan Tokyo Osaka Yokohama Kyoto Hiroshima Fukuoka Sendai March 11, 2011 earthquake epicenter Sapporo
23. Western conception of Self “To thine own self be true” -Shakespeare • analytic • ego-focused emphasis on stability • need resolution of contradiction • individualist • cultural mandate to define unique attributes and express and affirm them Eastern conception of Self “Where self is, truth is not. Where truth is, self is not.” -Buddha • holistic • balance focused • embrace contradiction • collectivist and interdependent • dialectical society means acknowledgement of transience Start with opposites but be aware of blurring lines.
24. Japan In their own eyes: Japan China Singapore India China India Singapore is less aggressive than is quieter than is more indecisive than quiet loud contemplative quick to act Understand self-stated relationships to neighbors.
25. collaborative free address open benching Create and use spectrums to visualize trends. hierarchical collectivist worker bees older means wiser what others think is most important flat individualist free thinkers ability trumps experience what I feel is most important personal fixed closed walls furniture as commodity uniform seating heavy paper use technology standards furniture helps performance ergonomic seating mostly digital documents employee selected equipment energy from the code passive world participant energy from the crowd active world contributor set work hours long commute OK meeting-heavy work time flexible need a clear path home casual collaboration
26. (3) Tap into self-perceptions. How does the culture you are working with view itself with respect to its neighbors? The world? How might these perceptions affect your product? recap
27. (4) Use images as language. Everywhere.
28. Use images to probe for aspiration and description.
29. (4) Use images as language. With a language and cultural barrier, how might you use images to understand the high-level needs of your users? recap
30. (5) Know what you’re up against and leverage it. Example: China
31. Change in China is top down vs. bottom up.
32. (5) Know what you’re up against and leverage it. What barriers stand in the way of people adopting your product or experience? How can you use this constraint to your advantage? recap
33. Top 5 Lessons Learned User Research in Asia (1) Understand the enhanced impact of recent history. (2) Find the momentum of the population. (3) Tap into self-perceptions. (4) Use images as language. (5) Know what you’re up against and leverage it.
34. thank you. questions? carissa.carter@gmail.com @snowflyzone snowflyzone.com paralleldesignlabs.com screemagazine.com about.me/carissacarter