SlideShare una empresa de Scribd logo
1 de 45
Your mobile experience is not theirs
         Why your users in Asia will never be like your users in the West

          Chui Chui Tan   @ChuiSquared                                               #GlobalMobileUX


                                                        http://www.flickr.com/photos/rager/3837239258/sizes/l/in/photostream/

Thursday, 11 April 13
sh  as to be the case
                        It seems it alway
                        where one co u  ntr y lea ds (e.g. in
                                                , in frastructure) an d
                        tech nology, e ducation                   10
                                            tc h up -> “In dia is
                         others have to ca
                         year s behin d the US”

Thursday, 11 April 13
h
                        The linear hu m  an evolution whic
                        we are all fam   iliar w ith - start
                                                 .
                        sim ple, en d a dvance d

                                            ot at all like this.
                        But, evolution is n

Thursday, 11 April 13
is
                        This is the real  evolution. No one
                                                              e
                                           rts fro m one bas
                        a dvance d. All sta
                        an d ev olves differently.           nd
                        Each creature fi    n ds their niche a
                                                              t.
                         evolve base d on   their environmen



Thursday, 11 April 13
Kännykät
                                            Finnish

 Cellphones Mobile phones Handys                                                          手机
                                                                  Keitai Denwa        ‘Hand-machine’
  North America                     UK   Germany      Móviles      ‘Portable phone’       China
                                                       Spain             Japan
                        Celulares
                        South America
                                                                 Haendeu Pon
                                                                    ‘Handphone’
                                                                       Korea




                                                                                             e
                                                                           mobile phones. W
                                                       It’s the same for                    ne
                                                                         to beco me so meo
                                                       are not evolving                     we
                                                                         in ter ms of how
                                                       in San Francisco                     se
                                                        use o ur mobile p hones just becau
                                                                          s are develo pe d in
                                                        most technolog ie
                                                        San Francisco.                       .
                                                        We nee d to un d erstan d the niche
Thursday, 11 April 13
The mo  bile market is o utsi de the
          Number of                     States.
          mobile subscriptions


            6 billion

                                                                                        World
            4 billion


            2 billion

                                                                               United States

       2002             2003   2004   2005   2006     2007     2008     2009     2010     2011




Thursday, 11 April 13
+192.5%
                                           since 2010




                        The growth is in Asia.
                        Within 2  years, the mobile traffic
                        has increase almost 200% in Asia.


Thursday, 11 April 13
+192.5%
                                                 since 2010




                        US or the West is NOT the ultimate
                        destination in the evolution process.
                                                                 .
                        What shape the evolution niche is culture

Thursday, 11 April 13
CULTURE             Culture is a BI
                        many aspects.
                        base d on the e
                                        G word. It co ver
                                        Each aspect evolv
                                                          s

                                         nvironment an d it
                                   w a society evolv
                                                    es.
                                                            es


                        shapes ho


Thursday, 11 April 13
Language
                                                        is
                            The first a spect to culture
                            language.


Thursday, 11 April 13
Chinese writing is
                   Tra ditionally, the                  .
                   fro m right to le ft, to p to botto m
                                         th e mo dern world,
                   T hings change. In                      ht,
                    bo oks are printe  d fro m left to rig
                    horizontally.




Thursday, 11 April 13
It’s definitely the case in the digital
                        world (from left to right) - for
                        Mandarin, Japanese as well as
                        Korean.




Thursday, 11 April 13
Chinese use Pinyin to enter Chinese
                        character, using the same keyboard
                        as in the West.
                        E.g. Shou Ji (手机) - mobile phone in
                        Mandarin
Thursday, 11 April 13
Chinese use Pinyin to enter Chinese
                        character, using the same keyboard
                        as in the West.
                        E.g. Shou Ji (手机) - mobile phone in
                        Mandarin
Thursday, 11 April 13
Or by using built-in writing
                        recognition on smartphones or
                        touchscreen devices.

Thursday, 11 April 13
Handphone:    haen deu pon




        b       j       d       g       s yo yeo ya ae e


            m       n       -       r    h   o eo a   i
                                                                                           e
                                                           Korean Hangu  l writing - has th
                    k       t       ch p yu u eu                             nu mbers of keys on
                                                           same layo ut an d               e
                                                           the keyboard   as we have in th
                                                           West.


Thursday, 11 April 13
Handphone:      haen deu pon

                                                           h              ae

                                                               핸    n



        b       j       d       g       s yo yeo ya ae e


            m       n       -       r    h   o eo a   i
                                                           First character - haen
                                                                                           s
                                                           H + ae + n   : All three letter
                    k       t       ch p yu u eu                                         r.
                                                           co mbine d into one characte




Thursday, 11 April 13
Handphone:     haen deu pon
                                                                           헨 드
                                                                                d


                                                                           드    eu



        b       j       d       g       s yo yeo ya ae e


            m       n       -       r    h   o eo a   i
                                                                                eu
                                                           Secon d character - d             to
                    k       t       ch p yu u eu           d + eu : Two letters co mbine d in
                                                           one character.




Thursday, 11 April 13
Handphone:     haen deu pon

                                                                                        p

                                                               핸드 폰                     o
                                                                                        n




        b       j       d       g       s yo yeo ya ae e


            m       n       -       r    h   o eo a   i
                                                           Thir d character - pon
                                                                                         s
                    k       t       ch p yu u eu           P+o+n      : All three letter
                                                                                         r.
                                                           co mbine d into one characte
                                                                                             f
                                                           Han dphone in   Korean is ma de o
                                                                                   rs.
                                                            the se three characte

Thursday, 11 April 13
it
                        With different    writing systems,
                                                              e
                        seems cu mber    so me to type. Th
                                                               tem
                        truth is, the K   orean writing sys
                                               n dly. Yo u can type
                        is ver y dig ital-frie
                                                    .
                         faster than in English

Thursday, 11 April 13
Don’t m  ake assu mptions.
                                                       in
                        If yo u’re to design for users
                                                   to
                        differe nt co untries, get
                                                       ge
                        un derstan d  how their langua
                         works.

Thursday, 11 April 13
#1 English
                  #2 German              #1 English
                                         #2 German
                                                                     #1 English
                                                                     #2 Russian               #1 Japanese
               UK              Germany                                                        #2 English
                                                           Russia



                                         #1 English   #1 Chinese                          Japan
                                         #2 Italian   #2 English

              France            Italy                               China                        #1 Korean
           #1 English                                                                            #2 English
           #2 French
                                on the Apple App
                                                                                      Korea
                            ch
       Distimo did a resear                  o ut
                         an d iPa d, fin ding
       Store for iPhone                by
       whether loc alisation of apps
                                       ue.                                                    #1 English
       languages c an increase reven                                                          #2 German
                                               re
                           apan an d Korea a
                                                                                  Australia
         Users in China, J                          ir
                              ps that support the
         keen to pay for ap
         language.                                  es.
                             ro v ide local languag
         I t’s important to p

Thursday, 11 April 13
Translating part of the content
                             on your website is going to do




                          All
                             more damage than good.

                             Translate all of your content or
                             sometimes it is better not to do
                             it at all until you’re sure you
                             can translate everything.




                          or
                        Nothing
Thursday, 11 April 13
Infrastructure
                        Another as pect to culture is
                        infrastructure.


Thursday, 11 April 13
3G
          South Korea and Japan are two Asian
          countries that are one of the early
          adopters of 3G.

          Of all mobile connection in Korea, 93%
          are 3G.

Thursday, 11 April 13
2G
          The majority of the Chinese mobile users
          are still accessing the Internet via 2G.




Thursday, 11 April 13
2G                          Hong Kong
                                              Unlimited plan
          Hong Kong (part of China) - more than
          half of the HK people have unlimited 3G
          data access.
                                                     3G, 4G
          It might only take a year for 4G to
          surpass 3G in HK.
Thursday, 11 April 13
Types of phones



                                                                   be
                                              d in the West w ill
                        W hat are being use                         in
                                               w hat is being use d
                        a lot different fro m
                                            wo  rld. It’s not just
                        other part of the                       .
                        iPhone, Samsung   , HTC, BB or Nokia


Thursday, 11 April 13
But also t he local bran ds...




Thursday, 11 April 13
GooPad          mini


                                                        Only



                              an d clone versions.
                                                        $99
                                                        Every inch a GooPad mini
        A n d also the co py                        s
                             use d on these device
        Yo ur apps w ill be
                             ee   or get to hold in
        t hat yo u’ll never s
        yo ur han d.


Thursday, 11 April 13
old
                                             e fo ur sim phone to h
                        I n In dia, users us                       it’s
                                               rn etworks because
                        f o ur sims w ith fo u
                                              me one on the same
                        c heaper to call so                     he
                                             call so meone on t
                         network than to
                         d ifferent network.




Thursday, 11 April 13
http://www.flickr.com/photos/kimpierro/509558375/

Thursday, 11 April 13
Social Norms
                                                        to
                        Social nor ms is another aspect
                        culture


Thursday, 11 April 13
er
                                                       Confucius, a  Chinese philoso ph
                                                                                       His
                                                       die d 2.5 tho usan d years ago.
                                                                          reat influence on
                                                       teachings have g            y.
                                                       Chinese   an d Japan societ
 http://www.flickr.com/photos/vincentraal/5559491159/
Thursday, 11 April 13
Confucius teac   hing emphasise d               t
                                                 qu ote: “ The nail tha
                        colle ctivism. Japanese                       to
                                                ed down.” Yo u want
                        sticks o ut is ham mer
                                             f the co m munity.
                        be seen as part o

                           http://www.flickr.com/photos/guest_family/2960698523/
Thursday, 11 April 13
om
                                             tist s fo un d peo ple fr
                        Cultural neuroscien                          d
                                             do not see the worl
                        d ifferent cultures
                                            ey T  HINK differently
                        d ifferently, but th
                                             ee.
                        a  bo ut what they s




Thursday, 11 April 13
h
                            Kitayama did a   stu dy in 2003 w it
                            a gro up of Nort  h Americans an d
                            Japanese.
                            His stu dy showe   d that Americans
                                                                 d
                             pay more atten   tion to details an
                             Asians pay   more attention to
                             context.                            t
                             It's important   to pro vide conten
                              that are releva  nt to yo ur local
                              users on yo ur  website or apps.
                                                                  e
                              Small details li ke this co uld mak
                               a big difference.
         Shinobu Kitayama
Thursday, 11 April 13
Thursday, 11 April 13
By using fmR     I, neuroscientists
                                                     of
                        fo un d t hat: Asians think
                                                            d
                        themselves a     s deeply connecte
                                                      ns
                        to othe   r peo ple; America
                                                       of
                         a dhere   to a strong sense
                         in dividuality.
                                                         nal
                         This makes r  eviews an d perso
                         reco m men dations much more
                                                          the
                         important in   the East than in
                         West.
Thursday, 11 April 13
Mobile apps in China




                                                                                   f all
                                                       n cerns abo ut the go o d o
                             A collectivist society co
                             the peo ple.
                                                           stan t messag ing (IM ) apps
                             The y spen d more time on in
                                                        chat w ith their family,
                             for gro up chat or au dio                           or
                                                       ss contacts than calling
                             frien ds an d even busine
                             text messag ing.



Thursday, 11 April 13
Kakao Talk
                               WeChat




                                        Th ere are a nu mber of IM
                                        ap ps available in Asia an d
                                        all of them have reache d
                                        se veral millions of users in
                                        just a co uple of years.

                        Line


Thursday, 11 April 13
Language



             Social norms
                             CULTURE                  Mobile
          Infrastructure
                                                      behaviours


                                                            co uld affect the
                                       All aspects which
                                       way mobile   is being use d in a
                                                           relate d an d they
                                       co untr y are inter                r.
                                       constantly in fluence each othe

Thursday, 11 April 13
ZeptoLab learnt about China gaming
                        market from their local partners. They:
                        - changed their payment strategy
                        before launching ‘Pudding Monsters’ in
                        China (because Chinese users are
                        accustomed to getting free digital
                        content).
                        - distribute authorised versions of the
                        app to free download sites in China to
                        combat app piracy.
                        This leads to more daily active users in
                        China than in the US for this game.

Thursday, 11 April 13
1. Remember the importance of
                        understanding the culture of the market
                        that you’re getting into.
                        2. Go see the society yourself or bring
                        your apps to them, research and test it
                        out.

                        If you don’t want to die out and become
                        one of the extinct species in the
                        evolution, you need to understand the
                        niches where you can survive. Good luck.


Thursday, 11 April 13
Thank you

                        Chui Chui Tan
                            @ChuiSquared
                               #GlobalMobileUX




Thursday, 11 April 13

Más contenido relacionado

Destacado

Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...
Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...
Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...Mad*Pow
 
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)Eric Reiss
 
Brain hacks for designing usable applications
Brain hacks for designing usable applicationsBrain hacks for designing usable applications
Brain hacks for designing usable applicationsAviva Rosenstein
 
Game Design - Lecture 2
Game Design - Lecture 2Game Design - Lecture 2
Game Design - Lecture 2Andrea Resmini
 
Improvised IA: Going Beyond the Whiteboard
Improvised IA: Going Beyond the WhiteboardImprovised IA: Going Beyond the Whiteboard
Improvised IA: Going Beyond the WhiteboardDavid Farkas
 
Describing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXDescribing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXEric Reiss
 
Cross-channel ecosystems strategy
Cross-channel ecosystems strategyCross-channel ecosystems strategy
Cross-channel ecosystems strategyAndrea Resmini
 
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014Aviva Rosenstein
 
The F Word... Fail
The F Word... FailThe F Word... Fail
The F Word... FailDavid Farkas
 
Interfaces are Made of Words
Interfaces are Made of WordsInterfaces are Made of Words
Interfaces are Made of WordsCarl Collins
 
How Do We Know When It Is Good? A language of criticism for Information Archi...
How Do We Know When It Is Good? A language of criticism for Information Archi...How Do We Know When It Is Good? A language of criticism for Information Archi...
How Do We Know When It Is Good? A language of criticism for Information Archi...Carl Collins
 
Deliberate Design Thinking
Deliberate Design ThinkingDeliberate Design Thinking
Deliberate Design ThinkingBrian Sullivan
 
Rapid cross channel prototyping
Rapid cross channel prototypingRapid cross channel prototyping
Rapid cross channel prototypingAndrea Resmini
 
Game Design - Lecture 4
Game Design - Lecture 4Game Design - Lecture 4
Game Design - Lecture 4Andrea Resmini
 
UX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightUX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightAviva Rosenstein
 
Game Design - Lecture 3
Game Design - Lecture 3Game Design - Lecture 3
Game Design - Lecture 3Andrea Resmini
 
Organizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersOrganizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersJoan Vermette
 
Game Design - Lecture 1
Game Design - Lecture 1Game Design - Lecture 1
Game Design - Lecture 1Andrea Resmini
 
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...aungstad
 
SCPS - Fundamentals 2
SCPS - Fundamentals 2SCPS - Fundamentals 2
SCPS - Fundamentals 2Carl Collins
 

Destacado (20)

Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...
Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...
Organizational Parkour, the Negotiation Game - Seattle Infocamp 2013 - Joan V...
 
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
 
Brain hacks for designing usable applications
Brain hacks for designing usable applicationsBrain hacks for designing usable applications
Brain hacks for designing usable applications
 
Game Design - Lecture 2
Game Design - Lecture 2Game Design - Lecture 2
Game Design - Lecture 2
 
Improvised IA: Going Beyond the Whiteboard
Improvised IA: Going Beyond the WhiteboardImprovised IA: Going Beyond the Whiteboard
Improvised IA: Going Beyond the Whiteboard
 
Describing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXDescribing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UX
 
Cross-channel ecosystems strategy
Cross-channel ecosystems strategyCross-channel ecosystems strategy
Cross-channel ecosystems strategy
 
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
 
The F Word... Fail
The F Word... FailThe F Word... Fail
The F Word... Fail
 
Interfaces are Made of Words
Interfaces are Made of WordsInterfaces are Made of Words
Interfaces are Made of Words
 
How Do We Know When It Is Good? A language of criticism for Information Archi...
How Do We Know When It Is Good? A language of criticism for Information Archi...How Do We Know When It Is Good? A language of criticism for Information Archi...
How Do We Know When It Is Good? A language of criticism for Information Archi...
 
Deliberate Design Thinking
Deliberate Design ThinkingDeliberate Design Thinking
Deliberate Design Thinking
 
Rapid cross channel prototyping
Rapid cross channel prototypingRapid cross channel prototyping
Rapid cross channel prototyping
 
Game Design - Lecture 4
Game Design - Lecture 4Game Design - Lecture 4
Game Design - Lecture 4
 
UX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightUX Process Improved: Integrating User Insight
UX Process Improved: Integrating User Insight
 
Game Design - Lecture 3
Game Design - Lecture 3Game Design - Lecture 3
Game Design - Lecture 3
 
Organizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersOrganizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for Designers
 
Game Design - Lecture 1
Game Design - Lecture 1Game Design - Lecture 1
Game Design - Lecture 1
 
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
 
SCPS - Fundamentals 2
SCPS - Fundamentals 2SCPS - Fundamentals 2
SCPS - Fundamentals 2
 

Similar a Your Mobile Experience Is Not Theirs (Chui Chui Tan)

Same devices, different experiences
Same devices, different experiences Same devices, different experiences
Same devices, different experiences cxpartners
 
The Problem Of Cell Phones
The Problem Of Cell PhonesThe Problem Of Cell Phones
The Problem Of Cell PhonesLisa Martinez
 
From Apples to Augmented Cognition (Current and Future Trends in Mobile)
From Apples to Augmented Cognition (Current and Future Trends in Mobile)From Apples to Augmented Cognition (Current and Future Trends in Mobile)
From Apples to Augmented Cognition (Current and Future Trends in Mobile)Paul Golding
 
Developing a Progressive Mobile Strategy (Key Comm Version)
Developing a Progressive Mobile Strategy (Key Comm Version)Developing a Progressive Mobile Strategy (Key Comm Version)
Developing a Progressive Mobile Strategy (Key Comm Version)Dave Olsen
 

Similar a Your Mobile Experience Is Not Theirs (Chui Chui Tan) (7)

Same devices, different experiences
Same devices, different experiences Same devices, different experiences
Same devices, different experiences
 
How Cell Phones Changed The World
How Cell Phones Changed The WorldHow Cell Phones Changed The World
How Cell Phones Changed The World
 
Cell Phones Worst
Cell Phones WorstCell Phones Worst
Cell Phones Worst
 
The Problem Of Cell Phones
The Problem Of Cell PhonesThe Problem Of Cell Phones
The Problem Of Cell Phones
 
From Apples to Augmented Cognition (Current and Future Trends in Mobile)
From Apples to Augmented Cognition (Current and Future Trends in Mobile)From Apples to Augmented Cognition (Current and Future Trends in Mobile)
From Apples to Augmented Cognition (Current and Future Trends in Mobile)
 
Developing a Progressive Mobile Strategy (Key Comm Version)
Developing a Progressive Mobile Strategy (Key Comm Version)Developing a Progressive Mobile Strategy (Key Comm Version)
Developing a Progressive Mobile Strategy (Key Comm Version)
 
Essays About Cell Phones
Essays About Cell PhonesEssays About Cell Phones
Essays About Cell Phones
 

Más de cxpartners

Chi briding the relevance gap
Chi briding the relevance gapChi briding the relevance gap
Chi briding the relevance gapcxpartners
 
Putting people at the centre of design at the samaritans
Putting people at the centre of design at the samaritansPutting people at the centre of design at the samaritans
Putting people at the centre of design at the samaritanscxpartners
 
cxpartners customer centricity
cxpartners customer centricitycxpartners customer centricity
cxpartners customer centricitycxpartners
 
Designing Without Compromise
Designing Without CompromiseDesigning Without Compromise
Designing Without Compromisecxpartners
 
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...cxpartners
 
How to do the work you want to do - AKA neglect selling skills at your peril!...
How to do the work you want to do - AKA neglect selling skills at your peril!...How to do the work you want to do - AKA neglect selling skills at your peril!...
How to do the work you want to do - AKA neglect selling skills at your peril!...cxpartners
 
Customer Driven Digital Transformation
Customer Driven Digital Transformation Customer Driven Digital Transformation
Customer Driven Digital Transformation cxpartners
 
UX vs Artificial Intelligence
UX vs Artificial IntelligenceUX vs Artificial Intelligence
UX vs Artificial Intelligencecxpartners
 
Research analysis: getting more from your data
Research analysis: getting more from your dataResearch analysis: getting more from your data
Research analysis: getting more from your datacxpartners
 
Transforming Care in Bristol
Transforming Care in BristolTransforming Care in Bristol
Transforming Care in Bristolcxpartners
 
Interaction designers vs algorithms
Interaction designers vs algorithmsInteraction designers vs algorithms
Interaction designers vs algorithmscxpartners
 
Beyond the touch screen - better accessibility for mobile apps
Beyond the touch screen - better accessibility for mobile appsBeyond the touch screen - better accessibility for mobile apps
Beyond the touch screen - better accessibility for mobile appscxpartners
 
Co design (NUX4)
Co design (NUX4)Co design (NUX4)
Co design (NUX4)cxpartners
 
How to ask a question
How to ask a questionHow to ask a question
How to ask a questioncxpartners
 
Photo ux nux 061014
Photo ux nux 061014Photo ux nux 061014
Photo ux nux 061014cxpartners
 
Photo content strategy (James Chudley, cxpartners)
Photo content strategy (James Chudley, cxpartners)Photo content strategy (James Chudley, cxpartners)
Photo content strategy (James Chudley, cxpartners)cxpartners
 
Psychology and the Perfect Design by @mrjoe
Psychology and the Perfect Design by @mrjoePsychology and the Perfect Design by @mrjoe
Psychology and the Perfect Design by @mrjoecxpartners
 
How Rapid Feedback improves the design process (Luke Jones, cxpartners)
How Rapid Feedback improves the design process (Luke Jones, cxpartners)How Rapid Feedback improves the design process (Luke Jones, cxpartners)
How Rapid Feedback improves the design process (Luke Jones, cxpartners)cxpartners
 
How to build a failsafe mobile usability testing set up
How to build a failsafe mobile usability testing set upHow to build a failsafe mobile usability testing set up
How to build a failsafe mobile usability testing set upcxpartners
 

Más de cxpartners (20)

Chi briding the relevance gap
Chi briding the relevance gapChi briding the relevance gap
Chi briding the relevance gap
 
Putting people at the centre of design at the samaritans
Putting people at the centre of design at the samaritansPutting people at the centre of design at the samaritans
Putting people at the centre of design at the samaritans
 
cxpartners customer centricity
cxpartners customer centricitycxpartners customer centricity
cxpartners customer centricity
 
Designing Without Compromise
Designing Without CompromiseDesigning Without Compromise
Designing Without Compromise
 
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...
 
How to do the work you want to do - AKA neglect selling skills at your peril!...
How to do the work you want to do - AKA neglect selling skills at your peril!...How to do the work you want to do - AKA neglect selling skills at your peril!...
How to do the work you want to do - AKA neglect selling skills at your peril!...
 
Customer Driven Digital Transformation
Customer Driven Digital Transformation Customer Driven Digital Transformation
Customer Driven Digital Transformation
 
UX vs Artificial Intelligence
UX vs Artificial IntelligenceUX vs Artificial Intelligence
UX vs Artificial Intelligence
 
Research analysis: getting more from your data
Research analysis: getting more from your dataResearch analysis: getting more from your data
Research analysis: getting more from your data
 
Transforming Care in Bristol
Transforming Care in BristolTransforming Care in Bristol
Transforming Care in Bristol
 
Interaction designers vs algorithms
Interaction designers vs algorithmsInteraction designers vs algorithms
Interaction designers vs algorithms
 
Beyond the touch screen - better accessibility for mobile apps
Beyond the touch screen - better accessibility for mobile appsBeyond the touch screen - better accessibility for mobile apps
Beyond the touch screen - better accessibility for mobile apps
 
Co design (NUX4)
Co design (NUX4)Co design (NUX4)
Co design (NUX4)
 
How to ask a question
How to ask a questionHow to ask a question
How to ask a question
 
UX Leadership
UX LeadershipUX Leadership
UX Leadership
 
Photo ux nux 061014
Photo ux nux 061014Photo ux nux 061014
Photo ux nux 061014
 
Photo content strategy (James Chudley, cxpartners)
Photo content strategy (James Chudley, cxpartners)Photo content strategy (James Chudley, cxpartners)
Photo content strategy (James Chudley, cxpartners)
 
Psychology and the Perfect Design by @mrjoe
Psychology and the Perfect Design by @mrjoePsychology and the Perfect Design by @mrjoe
Psychology and the Perfect Design by @mrjoe
 
How Rapid Feedback improves the design process (Luke Jones, cxpartners)
How Rapid Feedback improves the design process (Luke Jones, cxpartners)How Rapid Feedback improves the design process (Luke Jones, cxpartners)
How Rapid Feedback improves the design process (Luke Jones, cxpartners)
 
How to build a failsafe mobile usability testing set up
How to build a failsafe mobile usability testing set upHow to build a failsafe mobile usability testing set up
How to build a failsafe mobile usability testing set up
 

Último

Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 

Último (19)

Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 

Your Mobile Experience Is Not Theirs (Chui Chui Tan)

  • 1. Your mobile experience is not theirs Why your users in Asia will never be like your users in the West Chui Chui Tan @ChuiSquared #GlobalMobileUX http://www.flickr.com/photos/rager/3837239258/sizes/l/in/photostream/ Thursday, 11 April 13
  • 2. sh as to be the case It seems it alway where one co u ntr y lea ds (e.g. in , in frastructure) an d tech nology, e ducation 10 tc h up -> “In dia is others have to ca year s behin d the US” Thursday, 11 April 13
  • 3. h The linear hu m an evolution whic we are all fam iliar w ith - start . sim ple, en d a dvance d ot at all like this. But, evolution is n Thursday, 11 April 13
  • 4. is This is the real evolution. No one e rts fro m one bas a dvance d. All sta an d ev olves differently. nd Each creature fi n ds their niche a t. evolve base d on their environmen Thursday, 11 April 13
  • 5. Kännykät Finnish Cellphones Mobile phones Handys 手机 Keitai Denwa ‘Hand-machine’ North America UK Germany Móviles ‘Portable phone’ China Spain Japan Celulares South America Haendeu Pon ‘Handphone’ Korea e mobile phones. W It’s the same for ne to beco me so meo are not evolving we in ter ms of how in San Francisco se use o ur mobile p hones just becau s are develo pe d in most technolog ie San Francisco. . We nee d to un d erstan d the niche Thursday, 11 April 13
  • 6. The mo bile market is o utsi de the Number of States. mobile subscriptions 6 billion World 4 billion 2 billion United States 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Thursday, 11 April 13
  • 7. +192.5% since 2010 The growth is in Asia. Within 2 years, the mobile traffic has increase almost 200% in Asia. Thursday, 11 April 13
  • 8. +192.5% since 2010 US or the West is NOT the ultimate destination in the evolution process. . What shape the evolution niche is culture Thursday, 11 April 13
  • 9. CULTURE Culture is a BI many aspects. base d on the e G word. It co ver Each aspect evolv s nvironment an d it w a society evolv es. es shapes ho Thursday, 11 April 13
  • 10. Language is The first a spect to culture language. Thursday, 11 April 13
  • 11. Chinese writing is Tra ditionally, the . fro m right to le ft, to p to botto m th e mo dern world, T hings change. In ht, bo oks are printe d fro m left to rig horizontally. Thursday, 11 April 13
  • 12. It’s definitely the case in the digital world (from left to right) - for Mandarin, Japanese as well as Korean. Thursday, 11 April 13
  • 13. Chinese use Pinyin to enter Chinese character, using the same keyboard as in the West. E.g. Shou Ji (手机) - mobile phone in Mandarin Thursday, 11 April 13
  • 14. Chinese use Pinyin to enter Chinese character, using the same keyboard as in the West. E.g. Shou Ji (手机) - mobile phone in Mandarin Thursday, 11 April 13
  • 15. Or by using built-in writing recognition on smartphones or touchscreen devices. Thursday, 11 April 13
  • 16. Handphone: haen deu pon b j d g s yo yeo ya ae e m n - r h o eo a i e Korean Hangu l writing - has th k t ch p yu u eu nu mbers of keys on same layo ut an d e the keyboard as we have in th West. Thursday, 11 April 13
  • 17. Handphone: haen deu pon h ae 핸 n b j d g s yo yeo ya ae e m n - r h o eo a i First character - haen s H + ae + n : All three letter k t ch p yu u eu r. co mbine d into one characte Thursday, 11 April 13
  • 18. Handphone: haen deu pon 헨 드 d 드 eu b j d g s yo yeo ya ae e m n - r h o eo a i eu Secon d character - d to k t ch p yu u eu d + eu : Two letters co mbine d in one character. Thursday, 11 April 13
  • 19. Handphone: haen deu pon p 핸드 폰 o n b j d g s yo yeo ya ae e m n - r h o eo a i Thir d character - pon s k t ch p yu u eu P+o+n : All three letter r. co mbine d into one characte f Han dphone in Korean is ma de o rs. the se three characte Thursday, 11 April 13
  • 20. it With different writing systems, e seems cu mber so me to type. Th tem truth is, the K orean writing sys n dly. Yo u can type is ver y dig ital-frie . faster than in English Thursday, 11 April 13
  • 21. Don’t m ake assu mptions. in If yo u’re to design for users to differe nt co untries, get ge un derstan d how their langua works. Thursday, 11 April 13
  • 22. #1 English #2 German #1 English #2 German #1 English #2 Russian #1 Japanese UK Germany #2 English Russia #1 English #1 Chinese Japan #2 Italian #2 English France Italy China #1 Korean #1 English #2 English #2 French on the Apple App Korea ch Distimo did a resear o ut an d iPa d, fin ding Store for iPhone by whether loc alisation of apps ue. #1 English languages c an increase reven #2 German re apan an d Korea a Australia Users in China, J ir ps that support the keen to pay for ap language. es. ro v ide local languag I t’s important to p Thursday, 11 April 13
  • 23. Translating part of the content on your website is going to do All more damage than good. Translate all of your content or sometimes it is better not to do it at all until you’re sure you can translate everything. or Nothing Thursday, 11 April 13
  • 24. Infrastructure Another as pect to culture is infrastructure. Thursday, 11 April 13
  • 25. 3G South Korea and Japan are two Asian countries that are one of the early adopters of 3G. Of all mobile connection in Korea, 93% are 3G. Thursday, 11 April 13
  • 26. 2G The majority of the Chinese mobile users are still accessing the Internet via 2G. Thursday, 11 April 13
  • 27. 2G Hong Kong Unlimited plan Hong Kong (part of China) - more than half of the HK people have unlimited 3G data access. 3G, 4G It might only take a year for 4G to surpass 3G in HK. Thursday, 11 April 13
  • 28. Types of phones be d in the West w ill W hat are being use in w hat is being use d a lot different fro m wo rld. It’s not just other part of the . iPhone, Samsung , HTC, BB or Nokia Thursday, 11 April 13
  • 29. But also t he local bran ds... Thursday, 11 April 13
  • 30. GooPad mini Only an d clone versions. $99 Every inch a GooPad mini A n d also the co py s use d on these device Yo ur apps w ill be ee or get to hold in t hat yo u’ll never s yo ur han d. Thursday, 11 April 13
  • 31. old e fo ur sim phone to h I n In dia, users us it’s rn etworks because f o ur sims w ith fo u me one on the same c heaper to call so he call so meone on t network than to d ifferent network. Thursday, 11 April 13
  • 33. Social Norms to Social nor ms is another aspect culture Thursday, 11 April 13
  • 34. er Confucius, a Chinese philoso ph His die d 2.5 tho usan d years ago. reat influence on teachings have g y. Chinese an d Japan societ http://www.flickr.com/photos/vincentraal/5559491159/ Thursday, 11 April 13
  • 35. Confucius teac hing emphasise d t qu ote: “ The nail tha colle ctivism. Japanese to ed down.” Yo u want sticks o ut is ham mer f the co m munity. be seen as part o http://www.flickr.com/photos/guest_family/2960698523/ Thursday, 11 April 13
  • 36. om tist s fo un d peo ple fr Cultural neuroscien d do not see the worl d ifferent cultures ey T HINK differently d ifferently, but th ee. a bo ut what they s Thursday, 11 April 13
  • 37. h Kitayama did a stu dy in 2003 w it a gro up of Nort h Americans an d Japanese. His stu dy showe d that Americans d pay more atten tion to details an Asians pay more attention to context. t It's important to pro vide conten that are releva nt to yo ur local users on yo ur website or apps. e Small details li ke this co uld mak a big difference. Shinobu Kitayama Thursday, 11 April 13
  • 39. By using fmR I, neuroscientists of fo un d t hat: Asians think d themselves a s deeply connecte ns to othe r peo ple; America of a dhere to a strong sense in dividuality. nal This makes r eviews an d perso reco m men dations much more the important in the East than in West. Thursday, 11 April 13
  • 40. Mobile apps in China f all n cerns abo ut the go o d o A collectivist society co the peo ple. stan t messag ing (IM ) apps The y spen d more time on in chat w ith their family, for gro up chat or au dio or ss contacts than calling frien ds an d even busine text messag ing. Thursday, 11 April 13
  • 41. Kakao Talk WeChat Th ere are a nu mber of IM ap ps available in Asia an d all of them have reache d se veral millions of users in just a co uple of years. Line Thursday, 11 April 13
  • 42. Language Social norms CULTURE Mobile Infrastructure behaviours co uld affect the All aspects which way mobile is being use d in a relate d an d they co untr y are inter r. constantly in fluence each othe Thursday, 11 April 13
  • 43. ZeptoLab learnt about China gaming market from their local partners. They: - changed their payment strategy before launching ‘Pudding Monsters’ in China (because Chinese users are accustomed to getting free digital content). - distribute authorised versions of the app to free download sites in China to combat app piracy. This leads to more daily active users in China than in the US for this game. Thursday, 11 April 13
  • 44. 1. Remember the importance of understanding the culture of the market that you’re getting into. 2. Go see the society yourself or bring your apps to them, research and test it out. If you don’t want to die out and become one of the extinct species in the evolution, you need to understand the niches where you can survive. Good luck. Thursday, 11 April 13
  • 45. Thank you Chui Chui Tan @ChuiSquared #GlobalMobileUX Thursday, 11 April 13