christina li - journey to the middle east (from business to buttons 2014)
DESCRIPTION
Christina Li will take you on a journey through China to discover its UX scene, and how it's different from the west. She will also discuss how to reach success in the creative market.TRANSCRIPT
Journey to the Far East !Christina Li
How to design UX for China?
How to work with Chinese people?
What the west can learn from Chinese UX so far?
How to design UX for China?
1. Do your homework on ethnographic research
How to design UX for China?
Do your homework on ethnographic research
How to design UX for China?
Mega-cities Cities Countryside
Do your homework on ethnographic research
How to design UX for China?
Do your homework on ethnographic research
How to design UX for China?
Cultural gaps between generations are often large
Social identity plays a big role in the Chinese society
Use local facilitator, from the same “group” if possible
Strong notion of “ingroup” and “outgroup”
Do your homework on ethnographic research
How to design UX for China?
2. Cultural differences should be taken into account
How to design UX for China?
Marriage is considered to be very important in Chinese people, especially the older generation’s mind
Cultural differences should be taken into account
How to design UX for China?
Find out the hidden users of your products
The elderly are highly involved in their children’s lives
Their habit, the activities they do with their grandchildren are important considerations for children’s products market
Cultural differences should be taken into account
How to design UX for China?
Most dating website verify their users and require them to use their real names
Many provide personal blogs and online forum functions
Cultural differences should be taken into account
How to design UX for China?
“Trust” has also affected the design of online shopping websites
Cultural differences should be taken into account
How to design UX for China?
Bright and cheerful colours represent happiness and prosperity
Cultural differences should be taken into account
How to design UX for China?
Colour and floral pattern are common design language for domestic appliance
Cultural differences should be taken into account
How to design UX for China?
How to work with Chinese people?
How to work with Chinese people?
1. Spend time and effort building personal relationships
How to work with Chinese people?
Meal and massage places are common places for business
Spend time and effort building personal relationships
How to work with Chinese people?
Gifts to clients and customers
Spend time and effort building personal relationships
How to work with Chinese people?
Take time to get to know people at depth-interviews
Spend time and effort building personal relationships
How to work with Chinese people?
2. Respect seniors－ both age and position
How to work with Chinese people?
Picture source: http://www.cttbusa.org
Respect seniors
How to work with Chinese people?
Expect interruption from other family members, especially the seniors in the household
Respect seniors
How to work with Chinese people?
More hierarchy in the workplace
Good relationship with the officials will help
Respect seniors
How to work with Chinese people?
3. Learn some Mandarin
How to work with Chinese people?
Chinese people are proud of their nation and culture
Language will help build rapport
They want to modernise but not Westernise
Learn some Mandarin
How to work with Chinese people?
How to design UX for China?
How to work with Chinese people?
－ Do your homework on ethnographic research－ Cultural differences should be taken into account
－ Spend time and effort building personal relationships－ Respect seniors, both age and position－ Learn some Mandarin
A case study
One day’s promotion was more than twice of all US e-commerce sites did on “Cyber-Monday” - source: Business Insider
Twice the size of amazon and eBay combined
A case study
Products cannot simply be “translated” into Chinese!
What the west can learn from Chinese UX?
Developed many features favoured by Chinese customers
Over 600 million users worldwide
Regarded as the Chinese “Shanzhai” version of WhatsApp initially
A combination of Facebook, Twitter, WhatsApp, Skype and Paypal, etc.
What the west can learn from Chinese UX so far?
source: Jonathan Li (interaction design China)
What the west can learn from Chinese UX so far?
What the west can learn from Chinese UX so far?
What the west can learn from Chinese UX so far?
Moving away from the “copy cat” image
Collaborate with other technology and product companies
Features to meet the needs of Chinese users
What the west can learn from Chinese UX so far?
What the west can learn from Chinese UX so far?
What the west can learn from Chinese UX so far?
