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
5. @jennyshen
What is culture?1.
How does culture affect our work?2.
Culture differences in UX UI3.
Common mistakes in localisation4.
Secrets to world domination5.
11. @jennyshen
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
“
12. @jennyshen
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
“
22. @jennyshen
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.
“
32. @jennyshen
Germany, Spain and worldwide
Malaysia, Singapore, Indonesia,
Philippines, Thailand, Vietnam
Worldwide
U.S., Canada, Taiwan, India
and worldwide
38. @jennyshen
Trust logos from trustshops.de
Reviews from German customers
1.
2.
Accepted payment methods3.
German customers in roster4.
Company description in footer5.
41. @jennyshen
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
“
64. @jennyshen
“
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
90. @jennyshen
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
92. @jennyshen
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