Want your product to dominate the world? Here several case studies will show why you need more than translations to break into new markets. As Internet access expands to the far corners of the world, product makers have the chance to see their work used by millions of people worldwide. To create products for international users, we must be aware of the full range of human diversity with respect to language, culture and other forms of human difference. If the product doesn't adapt to users' differences, there's a big danger where we think our work is great, but users in other countries finds it terrible, or worse, unusable. Join this talk to hear how Jenny designed for users in Europe, North- and South America, Asia, and Southeast Asia. In this talk you will learn key insights including: - How culture affects design, UX and front-end - Case study of cultural differences: Germany v.s. Netherlands - UI patterns comparison of the East and the West: Mozilla Firefox homepage, WeChat and Chinese app interfaces - Design for culture, not stereotypes - Research local mobile device usage

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Build bridges, not walls
Design for users across cultures
Jenny Shen | WebCamp Zagreb | October 2017

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Travelled to Lived in Worked with Users from
46 6 20+ 27countries countries countriesclients

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What is culture?1.
How does culture affect our work?2.
Culture differences in UX UI3.
Common mistakes in localisation4.
Secrets to world domination5.

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What is CULTURE?

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The collective programming of
the mind distinguishing the
members of one group or
category of people from others.
“
Geert Hofstede

8. @jennyshenGeert Hofstede
Cultural Dimensions

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What does it mean for
Designers & Developers?

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Culture affects Internet usage,
e-commerce trust, information
and communication technology
adoption, Internet marketing,
and website development.
Website Design And Trust Across Cultures, Dianne Cyr, Simon Fraser University
“

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It is no longer enough to simply
offer a product translated in ten
to twenty different languages.
Users also want a product that
acknowledges their unique
cultural characteristics and
business practices.
Elisa del Galdo and Jakob Nielsen, International User Interfaces
“

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Research local culture
#1

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15. @jennyshenGeert Hofstede

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- Pragmatic
- Thrift is encouraged to
prepare for the future
- Propensity to save

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transavia.com
@jennyshen

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Money motivates
& de-motivates

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21. @jennyshenGeert Hofstede

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The systematic overview has to be
given in order to proceed. This is also
reflected by the law system.
Details are equally important to
create certainty that a certain topic
or project is well-thought-out.
“

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booking page NL v.s. DE

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booking page NL v.s. DE

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Usability tests with locals
#2

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Remote
User
Testing
UXtesting @jennyshen

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Germany, Spain and worldwide
Malaysia, Singapore, Indonesia,
Philippines, Thailand, Vietnam
Worldwide
U.S., Canada, Taiwan, India
and worldwide

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Measure data
#3

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Not the real heat map. Mockup created for illustrative purpose

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- High drop off on homepage
- First clicks on help and
company-related links
Google Analytics

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Ambiguity
Lack of trust1.
2.

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Trust logos from trustshops.de
Reviews from German customers
1.
2.
Accepted payment methods3.
German customers in roster4.
Company description in footer5.

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Paragraph format is used
almost twice as much in
Germany as in the U.S.
Localization of Web Design: An Empirical Comparison of German, Japanese, and U.S. Website
Characteristics, Dianne Cyr and Haizley Trevor-Smith, Simon Fraser University
“

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Localise copy
#4

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furnished apartments serviced apartments
corporate housing extended stays
temporary housing
apart hotels
monthly rentals
short-term rentals
vacation rentals
Housing for one month or longer
sublets

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Housing for one month or longer
furnished apartments serviced apartments
corporate housing extended stays
temporary housing
apart hotels
monthly rentals
short-term rentals
vacation rentals sublets

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American v.s. Filipino v.s. Dutch

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Longest translation first
#5

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English Dutch

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Finnish

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Increase vertical space to 3 lines

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English Finnish

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uniqlo.com/jp

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Research local UI patterns
#6

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DISCOVER
is the new
hamburger
menu
Chinese Mobile App UI Trends, Dan Grover
Chinese Mobile App UI Trends, Dan Grover

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mozilla.com

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mozilla.com.cn

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“
Typing Chinese takes a
long time and finding the
precise word isn’t easy.
Search sucks, so optimize
for browsing.
Bram Pitoyo, Design Strategist at Mozilla

65. @jennyshenGeert Hofstede

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Uniqlo, United Arrows, Hot Pepper

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In collectivistic societies, what
other people are buying, doing,
saying are well-regarded.

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Personas of local users
#7

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UIfaces

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DiverseUI.com

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Common Mistakes

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Google Translate
#1

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stuffdutchpeoplelike.com

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Dribbble

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Dribbble

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Idealise designs
#2

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Dribbble

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#firstworldproblems
Dribbble

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Research mobile
device usage in
emerging markets

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Cultural stereotypes
#3

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The secrets to
world domination

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Diverse teams
#1
rawpixel.com, Unsplash @jennyshen

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Having mixed backgrounds is a
real asset when you work in a
team: ideas bounce back
differently, and you end up
making interesting connections.
“
Parmigiano & Camembert

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Travel &
Ethnographic Research
#2
Annie Spratt, Unsplash @jennyshen

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More positive view on
people of countries visited
75% 76% 76%More positive view on
other cultures in general
More positive view on
differences and diversity
momondo.com

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Senior UX Designer at Toptal jennyshen.com
@jennyshenJenny Shen
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