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Understanding different - Contextualising global user experience insights
1.
Understanding different Contextualising global
user experience insights 17.11.2011
2.
Contents •
Differences or similarities • Research options • Cherry picking Hofstede • 5 lessons learnt © 2011 Foolproof Limited 2
3.
Cultural difference People from
different cultures: • Perceive things in a different manner • Have different ideals and stereotypes • Have different tastes, attitudes, life cycles, customs and rituals © 2011 Foolproof Limited 3
4.
Core contextual truths Some
things are the same wherever you go • Online aware but non technical • Consumers are time poor • Prioritising requirements is sometimes difficult • Increased propensity to transact online • Convenience main driver of online use • Security and trust are essential • Multi-modal browsing becoming the norm for many markets © 2011 Foolproof Limited 4
5.
Shared experience arising
from new technology will overshadow local values and lead to consumers around the globe to desire standardisation. Theodore Levitt © 2011 Foolproof Limited 5
6.
80 :
: 20 © 2011 Foolproof Limited 6
7.
4 options for
international research 1. Travel to foreign country yourself 2. Run the research remotely 3. Hire a local consultant to run research 4. Have staff from local branch conduct research © 2011 Foolproof Limited 7
8.
Hofstede - Cultural
dimensions Why should interviews and reactions differ between Sao Paulo and London • Power / distance • Individualism / collectivism • Masculine / feminism • Uncertainty avoidance • Long / short termism © 2011 Foolproof Limited 8
9.
Power / distance
High Low China . . . . . . 80 USA . . . . . . 40 UAE . . . . . . 80 Australia . . . . 36 Iraq . . . . . . 80 UK . . . . . . 35 Brazil . . . . . . 69 © 2011 Foolproof Limited 9
10.
Individualism / collectivism
High Low US . . . . . . 90 UAE . . . . . . 38 Australia . . . . 90 Iraq . . . . . . 38 UK . . . . . . 89 Brazil . . . . . . 38 China . . . . . . 20 © 2011 Foolproof Limited 10
11.
Uncertainty avoidance
High Low Japan . . . . . . 92 UK . . . . . . 35 S America . . 80 Hong Kong . . 29 Germany . . . . 65 Denmark . . . . 23 Singapore . . . 8 © 2011 Foolproof Limited 11
12.
Technology innovations are
an extension of the self allowing us to do more of what we already do, more efficiently. Marshall McLuhan © 2011 Foolproof Limited 12
13.
1. Select location
carefully © 2011 Foolproof Limited 13
14.
How many countries
are ideal? All the countries that the client operates in • HSBC have business account operations in 57 countries Practicality dictates cherry picking Neilson suggests one in each region • 13 countries in ASP alone • How do you find the right ones? • Is Hong Kong the same as Hanoi? • Is Taiwan the same as Singapore? © 2011 Foolproof Limited 14
15.
Brazil
India China Russia USA Land mass Land mass Land mass Land mass Land mass 8,511,965 sq km 3,287,590 sq km 9,996,960 sq km 17,075,400 sq km 9,629,091 sq km Population Population Population Population Population 193,000,000 1,211,000,000 1,340,000,000 141,000,000 305,000,000 Languages Ethnic groups Languages States 22 56 27 50 © 2011 Foolproof Limited 15
16.
Soft drink colloquialism
in the US Pop Coke Soda Other © 2011 Foolproof Limited 16
17.
3. Methodology &
informed moderation © 2011 Foolproof Limited 17
18.
Methodology
© 2011 Foolproof Limited 18
19.
Reduced disclosure
© 2011 Foolproof Limited 19
20.
Silence is golden
© 2011 Foolproof Limited 20
21.
Direct
Indirect Precise Elaborate Keep it simple & quick Respect Reduce emotion Whites of the eyes Less is more Rich & expressive Remote can be easier Body language Conflicting styles © 2011 Foolproof Limited 21
22.
2. Understanding context
© 2011 Foolproof Limited 22
23.
Introducing a security
token © 2011 Foolproof Limited 23
24.
Why ?
© 2011 Foolproof Limited 24
25.
“Dipping”
© 2011 Foolproof Limited 25
26.
© 2011 Foolproof
Limited 26
27.
Quick napping
© 2011 Foolproof Limited 27
28.
© 2011 Foolproof
Limited 28
29.
Life insurance A global
bank wanted to maximise its online sales of insurance products in the ASP region: • Created the prototype site in the UK • Used internally derived copy • Carried a range of standard imagery © 2011 Foolproof Limited 29
30.
West
East © 2011 Foolproof Limited 30
31.
4. The journey
to work © 2011 Foolproof Limited 31
32.
Smart card payment
systems © 2011 Foolproof Limited 32
33.
Mobile access
© 2011 Foolproof Limited 33
34.
5. Don’t miss
the small stuff © 2011 Foolproof Limited 34
35.
Current Account
© 2011 Foolproof Limited 35
36.
Brazil
India China Russia USA DD/MM/YYYY DD/MM/YYYY YYYY/MM/DD DD/MM/YYYY MM/DD/YYYY © 2011 Foolproof Limited 36
37.
Distance
Time © 2011 Foolproof Limited 37
38.
1.
Select location carefully 2. Methodology & informed moderation 3. Understanding context 4. The journey to work 5. Don’t miss the small stuff © 2011 Foolproof Limited 38
39.
Contact Neil Pawley Principal
Consultant neil.pawley@foolproof.co.uk +44 (0)7831 320 813 Foolproof Harella House 90-98 Goswell Road London EC1V 7DF +44 (0)20 733 6700 www.foolproof.co.uk