As design is becoming more global, understanding cultural needs is becoming more important particularly in China, where culturally it is very different to the Western world. Too often, we make design decisions based on our Western mindset or make assumptions based on stereotypes without real understanding of their needs. This has a significant impact on user experience. I will share my experience of how to approach designing for cultural needs and how experiencing culture shock in China and 6 months travel in Asia has made me a better designer.

1. Cultural Nuances & Design
in Far East Asia
Rachel Liu | UX Lead | @rachelsliu
rachel.liu@pearson.com
#HCID2017

2. Childhood
British Chinese

4. Shanghai calling… London
"Design and travel must co-
exist for me to learn and grow
as an individual.
It’s my fuel for my enthusiasm,
creativity and growth”

5. Honeymoon
Culture Shock
Initial Adjustment
Mental Isolation
Acceptance & Integration
Hope
Doing ok, but
somewhat
dissatisfied
Awareness of
promise that
new
experiences
may help
Shock
Discomfort
Confusion
Recoil
Self-
doubt
Adjustment/
adaptation
Awareness,
experimentation,
practice, connection,
hope
Shock
Recoil
Adjustment
Search for meaning
Time
Levelofcomfort,satisfactionandeffectiveness
Readjustment to the
University
Adaptation
Synthesis
The W-Curve Hypothesis Model
Gullahorn and Gullahorn
Source: Hoffenburger, K., Mosier, R., & Stokes, B. (1999). Transition experience. In J.H. Schuh (Ed.), Educational programming and student learning in
college and university residence halls. Columbus, OH: ACUHO-I

6. My Journey over last 3 years
Shanghai (1 yr) Asia Travel Return to UK (1.5 yrs)
Culture shock
(lowest moment)
Lost passport
before travels
Reverse culture
shock

7. Culture shock
in 2 months
Shanghai

8. How I felt in China
British Chinese

9. How I was perceived
British Chinese

11. The Sharing Economy

12. China IKEA

15. Time for Change
Shanghai (1 yr) Asia Travel Return to UK (1.5 yrs)
Culture shock
(lowest moment)
Lost passport
before travels
Reverse culture
shock

16. Symptoms Source
Tackling Problems

17. • DISCOVER: Food diary, reflection
journals, mood tracking
• DEFINE: Identify habits/patterns
of behaviour to identify
emotional needs
Design-thinking

18. Shanghai
• Communication
• Health
• Home
• Food
Emotional Needs

19. How might I live well so I can
enjoy and make the most of the
time I stay in China?

20. Design for Change
(Health & Food)

21. Designing New Habits

22. Food Design

23. Drink vs Food Culture

24. Taiwan

25. Taiwan

26. Temperature

27. Design for Change
(Communication)

28. 家 安
Remember these characters
Family Peace

29. “Education is fed like a duck…
it’s just memorisation…”

30. There’s a Chineasy way…
Can you guess how ‘Peace’ 安 is formed?

31. A student’s education journey…

32. China’s Education System

33. “Learning is boring. School is
boring…make it life changing
and inspirational.” TedX
Shanghai

34. Confucius who said “I hear and I
forget, I see and I remember, I do
and I understand"

35. A smart kid
is a cool kid

38. Design Considerations

39. Be creative!
Sketch!

40. We need to give them the
dots as a starting point to
guide them
Guidance

41. Visual Cuteness is Attractive

43. Emoticons/Kaomoji

44. Taiwan

45. Japanese Toilet
Signage

46. Functionality, functionality, functionality

48. • WeChat is king
• Functionality over
simplicity
• More is better value for
money
Value Maximisers

49. Future of Learning

50. How might we work, live and
learn in the future?

51. My Learning Journey
Shanghai (1 yr) Asia Travel Return to UK (1.5 yrs)
Culture shock
(lowest moment)
Lost passport
before travels
Reverse culture
shock

52. • Enjoy the learning process (tacit learning). It takes time.
• Celebrate every failure/mistake as it’s a ‘learning
moment’. It’s progress.
• Count and share our struggles as well as success. It’s
learning.
• It’s the sum of all experiences (good and bad) that is
important. That’s growth.
• Don’t be afraid to ask for help. We’re all learning.
Lifelong Learning

53. We need to create the right learning
environment, culture and context which
brings people together to learn from each
other.

54. Some clues..

56. It’s about RELATIONSHIPS not transactions.
Airbnb creates friendship between host and guest

57. My Airbnb
Experience
“It is the
memory that
matters, not
the experience”

59. The Sharing Economy
Semi-nomadic Designer

60. Art House Project- Naoshima

61. Art House Project- Naoshima

62. Korean Cafe
Culture

63. Korean Jjimjilbang

64. Taiwan Night Markets

66. Being Present

67. How to be a better
designer…

68. …with a Chinese mindset:
• Look at the problem holistically
• Find the Chi flow —> UX flow
• Balancing act of Yin & Yang e.g.
function vs form
• Team over individual effort for
success

69. …by travelling:
• Empathy
• Dealing with unknowns
• Open-mind
• Creativity/lateral thinking
• Communication
• Problem-solving

70. British-born Chinese

71. Questions?
Rachel Liu | UX Lead | @rachelsliu
rachel.liu@pearson.com
#HCID2017