ORIENT UXpress / How cultural diversities affect user experience

lunedì 27 ottobre 2014

Takumi Yoshida Seung Jun Jeong Julie Zhu

Interface Designer JAPAN

Interactive - Industrial DesignerSOUTH KOREA

UX DesignerCHINA


Un gruppo informale che organizza incontri sulla User Experience(e affini).

Quasi sempre il 3° martedì di ogni mese.

+ Discussioni intorno a un libro+ Conferenze con esperti del settore+ Workshop e laboratori


Federica PecoraroUX Designer @Fightbean

Luana DonettiUX Consultant @Amaris

Mariateresa Dell’aquilaInformation Architect@Experientia

Luisa ValenteInteraction DesignerFreelance

Dario DellanoceDigital Consultant Freelance

Antonella MasalaUX Consultant @Amaris


facebook.com/[email protected]


mailto:[email protected]


Matteo Botto

31 ANNI, TORINO

ART DIRECTOR & INTERACTION DESIGNER



金沢KANAZAWA



User Experience Design in

ASIA



ASIA



ASIA


Takumi Yoshida Seung Jun Jeong Julie Zhu

Interface Designer JAPAN

Interactive - Industrial DesignerSOUTH KOREA

UX DesignerCHINA



https://www.youtube.com/watch?v=NajuLxommgs

https://www.youtube.com/watch?v=NajuLxommgs

UX in JapanReferences and Related Links (21/10/2014)

Links

1. Fake food in japan2. Food Artist Uses Wax to Make Incredibly Realistic Food Samples in Japan3. N905i product specification (Japan)4. "Manner Mode" (Japanese)5. First Japanese phone with Manner mode (P201 HYPER)

Images

1. Japanese information design images2. Japanese architecture designs

Publications

1. "Wrong about Japan" by Peter Carey


http://en.wikipedia.org/wiki/Fake_food_in_Japan

http://en.wikipedia.org/wiki/Fake_food_in_Japan

http://www.thisiscolossal.com/2014/10/japanese-artisan-uses-wax-to-make-incredibly-realistic-food-samples/

http://www.thisiscolossal.com/2014/10/japanese-artisan-uses-wax-to-make-incredibly-realistic-food-samples/

https://www.nttdocomo.co.jp/support/utilization/product/n905i/spec.html

https://www.nttdocomo.co.jp/support/utilization/product/n905i/spec.html

http://ja.wikipedia.org/wiki/%E3%83%9E%E3%83%8A%E3%83%BC%E3%83%A2%E3%83%BC%E3%83%89

http://ja.wikipedia.org/wiki/%E3%83%9E%E3%83%8A%E3%83%BC%E3%83%A2%E3%83%BC%E3%83%89

https://sumally.com/p/438703

https://sumally.com/p/438703

https://www.pinterest.com/taqumi/jp-design-b/

https://www.pinterest.com/taqumi/jp-design-b/

https://www.pinterest.com/taqumi/jp-design-a/

https://www.pinterest.com/taqumi/jp-design-a/

http://www.amazon.com/Wrong-About-Japan-Peter-Carey/dp/1400078369

http://www.amazon.com/Wrong-About-Japan-Peter-Carey/dp/1400078369

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Pipo Kun(Polizia di Tokyo)


Partito Comunista Giapponese





https://www.youtube.com/watch?v=YQyvURwBksA

https://www.youtube.com/watch?v=YQyvURwBksA

–Johnny Appleseed

“Type a quote here.”

Li [email protected]

UxBookClub Torino 21. Oct 2014

UX IN CHINAlunedì 27 ottobre 2014


CULTURE

DIGITAL CULTURE

DESIGNED IN CHINA


HOW TO STAND IN LINE


NOISE LEVEL INSIDE A RESTAURANT


HANDLING PROBLEMS


CONTACTS/RELATIONSHIP


WAY OF LIFE


COLOURS

RED Brides, good luck, celebration, summoning

CHINAEUROPE/WESTERN

Excitement, love, passion, stop

YELLOW Nourishing, royaltyHappiness, hope, joy, cowardice, hazards,

weakness

BLUE

GREEN

WHITE

BLACK

Soothing, “something blue” bridal tradition

Immortality

Spring, new birth, go, safe, environmental awareness, Xmas (with red)

exorcism, green hats indicate a man’s wife is cheating on him

Marriage, angels, doctors, hospitals, peace Mourning, death

mourning, funerals, death, rebellion, cool, restfulness

Colour for young boys


CHINESE CHARACTERS


CULTURAL SYMBOLS, CALLIGRAPHIC ELEMENTS AND FESTIVITIES


拼音（PĪNYĪN）PHONETIC-BASED INPUT


NUMBERS

Certain numbers are auspicious (吉利) or inauspicious (不利)

4

3 "birth" (生)

"togetherness". It is a lucky number for relationships

8 “fortune”, wealth, with several eights is considered very lucky.

9 associated with the Emperor, long lasting, often used in weddings

$58, $88

7

sounds similar to the word “death”, 14

Back in 2003, a Chinese airline paid $280,000 for the phone number 88888888.


1 means “want,” 2 means “love,” 4 means “dead” or “world” or “is,” 5 means “I,” 7 means “wife” or “eat,”

8 means “get rich” or “not,” and 9 means “long time” or “alcohol.”

DIGITS OVER LETTERS

http://www.1688.com/ - “endless fortune”

51job.com - “I want a job.”

McDonalds’ delivery online 4008-517-517.com - “517” - “I want to eat.”

5201314 - 我爱你一生一世 - “I will love you forever”


http://www.1688.com/






http://51job.com

http://51job.com

NAMING

Reebok 锐步 quick steps

Nike enduring and persevering耐克

Coca-Cola 可口可乐 tasty fun

In China, names have a deep significance

Heineken happiness power喜力

Citibank 花旗银行 star-spangled banner bank

FACEBOOK DOOMED TO DIE非死不可


CLASSICAL GARDEN STYLE STARBUCKS

Rebranding itself from cheap, take-out coffee (which worked for Americans) to aspirational, expensive, air-conditioned bistro (which worked for Chinese).


MCDONALD’S, A LOCAL TOUCH WITH CHINESE STORE DECOR

"I'm Lovin' It.” - "It's good to get together.”


LOVE EVERYTHING NEW

Food innovation concept, impossible in Italy!


DIGITAL CULTURE


DESIGNING FOR CLICKING


DIFFERENT BROWSERS

Optimised for playing videos, gaming, privacy, virus protection, blocking ads, e-drawing, sharing data, browsing large amount of pages…


MOST POPULAR SITES


MOST POPULAR SITES


CULTURAL DIFFERENCES

• More is more, e.g. videos and animations and rich-content you can include on your website’s landing page, the better.

• Chinese tend to go to websites for information. The more they get from the start, the better the website seems.

• Parallel navigation vs linear Western ones.


DIGITAL ECOSYSTEM

• Separate ecosystem

• Facebook - Ren Ren

• Twitter - Weibo

• Youtube - Youku

• Google - Baidu (SEO implications)

• Ebay - Taobao

• Amazon - Tmall


FROM IMITATION (IT IS MEANT RESPECTFULLY)

TO INNOVATION


WEIBO - CHINESE TWITTER


WECHAT - CHINESE WHATSAPP


SOCIAL NETWORKING APP


Taobao’s “design was much more usable for Chinese eyes [than eBay’s]. It reflected how Chinese shoppers think. Even some small details, such as including a men’s navigation tab and a women’s navigation tab, made the navigation more suitable to Chinese online shoppers. It was like being in a Chinese department store”.

TAOBAO - A CHINESE PLATFORM


2009


2012


2014


LEVERAGE EXISTING MENTAL MODELS


EXPERIENCES BASED TAXONOMY VS FUNCTIONALITY






DESIGN FOR A LOW-TRUST MARKET


IDENTIFY PAIN POINTS

Buyers and sellers new to the web struggled with trust and logistical issues, Taobao provided

contact information and free instant messaging and voicemail to help customers communicate.

eBay do not allow sellers to put their phone number on the site

Aliwangwang, an instant messenger tool that

helped resolve on-the-spot questions for customers new to the online retail experience.


A

B

C



Reputation

Hearts, Diamonds, Crowns (blue -yellow).

Representing successful transactions amount (+ 1 point for each positive rating, and -1 for each negative rating)

Aliwangwang

Instant messanger

Services

Score of 0 (lowest) to 5 (highest)

Delivering Time

Score of 0 (very long) to (very short)

Deposit: 50000RMB

Description accuracy

Score of 0 (lowest) to 5 (highest)

GOLD SELLERS




ALIPAY - ESCROW SERVICE


TAKE AWAYS


• Be culturally relevant: design for Chinese culture

• Adapt the brand identity to local tastes and culture

• Act and change fast

• Provide a sense of security and trust

• Pay attention to new Chinese UX trends


[email protected]




Microinteractions by Dan Saffer

18 NOVEMBRE

PROSSIMO INCONTRO


Thank you
