Cross-cultural, Multilingual and Localized Design
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The document discusses cross-cultural design and localized experiences. It presents perspectives from design professionals from different cultures around the world on their experiences with design. Their tips emphasize the importance of getting out of the office to understand users better through immersing oneself in other cultures and connecting with people from all backgrounds. Cultural dimensions and frameworks are also presented to illustrate how culture influences communication styles, values and other aspects of user experience. The document stresses that user experience design should integrate both situated activities and constructed cultural meanings.
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Cross-cultural, Multilingual and Localized Design
- 1. Cross-cultural, Multilingual and Localized Design SXSW Interactive March 11, 2018 #xculturedesign
- 2. “ ” Penso che le culture di tutto il pianeta, senza abbandonare il senso profondo delle loro radici, delle loro origini, dovranno certamente prima o poi intrecciarsi, intrecciarsi sempre più, dovranno riuscire a mescolarsi dentro a metafore, a immagini nuove, aggiornate, consolanti che valgono per tutto il pianeta. Perché la ragione nella quale viviamo, in realtà, è una sola: è il pianeta. I think that all cultures on the planet should intertwine more and more without abandoning the deep significance of their roots and origins. They should mix into metaphors and new updated comforting images applicable for the whole planet. Because the region where we live, is really only one: it’s the planet. Ettore Sottsass SXSW 2018 #xculturedesign
- 3. Julie Blitzer @zhuli Lives now Milan, Italy Born in New York, NY, USA Digital User Experience Manager at a multi-disciplinary design studio Speaks well English, Italian, French Speaks a little Chinese, Hebrew, Spanish FAVORITE TIP Get out of the building, or the next best possible option I subscribe to this fundamental rule from Jeff Gothelf’s Lean UX approach. Don’t ever limit yourself to desk research. If language or project barriers make hard to speak to end users, conduct research with whoever speaks to them – customer service, sales reps, etc. SXSW 2018 #xculturedesign
- 4. Amol Kadam @amolkadam Lives now Dubai, UAE Born in Mumbai, India Co-Founder of a UX & usability consultancy Speaks well English, Marathi, Hindi Speaks a little Arabic, Gujarati FAVORITE TIP Engage I believe one quality a good UX designer should have is to engage and connect with everyone from every walks of life. Demographics, status and differences should be overlooked and try and connect with everyone. You will find that the way you understand users will change significantly. SXSW 2018 #xculturedesign
- 5. Rob Johnston @cvent Lives now Middleburg, VA, USA Head of Research for an event management platform Speaks well English Speaks a little Spanish FAVORITE TIP Travel / Walk / Eat, or the next best possible option Head out to destinations unfamiliar, don’t let the language/culture scare you. Get off the beaten path and immerse yourself in the local culture, meet with local people and businesses. Learn where the locals go for great food and don’t be afraid to try something new. Born in Alexandria, VA, USA SXSW 2018 #xculturedesign
- 6. Huatong Sun @huatongs Lives now Seattle, WA, USA Grew up in Hangzhou, China Associate Professor of Digital Media & UX Design at U of Washington-Tacoma Speaks well English, Chinese Speaks a little French PUBLICATIONS & RESEARCH INSIGHTS Cross-Cultural Technology Design (Oxford University Press, 2012) Global Social Media Design (Forthcoming, Oxford University Press) “User experience is both situated activity and constructed meaning. We should integrate action and meaning through design to create technology that engages local users within culturally meaningful social practices.” SXSW 2018 #xculturedesign
- 7. Cultural Primer SXSW 2018 #xculturedesign
- 9. Direct vs. indirect (Source: The Cooper Review) SXSW 2018 #xculturedesign
- 10. (Source: Studio Carreras) SXSW 2018 #xculturedesign Individualistic vs. group-oriented values
- 11. Task-focused vs. relationship focused Miguel: Will arrive at hotel 7 pm. See you then. Donna My dearest Donna: How is your family? I hope you had a wonderful weekend. I am very excited about our upcoming work together because I learn so much when we work together. I will arrive at the hotel about 7 pm and hope we can have dinner together and catch up on each other’s lives before we begin our project. I spent the weekend hiking with my partner and we saw some beautiful scenery. I have photos that I look forward to sharing with you. I will call you when I get to the hotel. Warmest regards, Miguel SXSW 2018 #xculturedesign
- 12. Context & communication: Context Square context Message implicitly stated Message explicitly stated information China Japan Saudi Arabia Mexico Italy France U.S Germany Switzerland High-context culture Low-context culture Russia SXSW 2018 #xculturedesign
- 13. Low-context culture High-context culture Individualistic values Group-oriented values Linear logic Spiral logic Direct style Indirect style Task-focused Relationship-focused Sender-oriented style (the sender assumes the responsibility of communicating clearly) Interpreter-oriented style Verbal-based understanding Context-based understanding SXSW 2018 #xculturedesign
- 14. Hofstede’s cultural dimensions Egalitarian Power distance Hierarchical Comfortable with ambiguity Uncertainty avoidance Intolerant with ambiguity Individualism Group orientation Collectivism Towards power Masculinity / femininity Towards nurturing Towards future rewards Long- versus short-term orientation Towards immediate results SXSW 2018 #xculturedesign
- 15. IBMers in the 1970s (Source: IBM) Cultureas "the collective programming of the mind” (Hofstede). SXSW 2018 #xculturedesign
- 16. Cultureas the whole way of life we live through. SXSW 2018 #xculturedesign
- 17. A common problem in cross-cultural design is the disconnect between action and meaning.
- 20. Our Stories SXSW 2018 #xculturedesign
- 23. Most active social media platforms in Japan (Q3 2017) (source: statista) SXSW 2018 #xculturedesign
- 26. (Cross-cultural) User experience is both situated activity and constructed meaning. SXSW 2018 #xculturedesign