Global UX book cover

Global UX

Design and Research in a Connected World

GLOBAL UX: Design and Research in a Connected World discusses how user experience (UX) practice is changing and how practitioners and teams around the world are creating great user experiences for a global context. The book is based on interviews with practitioners from many countries, working on different types of projects. It looks behind the scenes at what it takes to create a user experience that can work across borders, cultures, and languages. The book begins with a quick look at the world outside of UX. This includes the external forces of change and globalization as well as an overview of how culture affects designers and the UX of products. It considers what global UX means for an individual practitioner, a company, and teams. It then turns to the details of global UX with the process and practice of research in the field; how information is brought home and shared with colleagues; and how it is applied in design. The final chapter presents some thoughts about how to deliver value both to projects and the users of finished products.


User experience designers, usability engineers, information architects, other human-computer interaction professionals, and students of human-computer interaction, software engineering managers, project and program managers, product and market managers, technical support and IT managers

Paperback, 264 Pages

Published: November 2011

Imprint: Morgan Kaufmann

ISBN: 978-0-12-378591-6


  • "If you work in a global team (or wish you did) -- or if your product or service goes outside your country (or you wish it did) -- you need this book. Hear the voices of 65 user experience practitioners who live and work globally. Whitney Quesenbery and Dan Szuc have taken these stories and wrapped them into fascinating and compelling insights about global work today." --  Janice (Ginny) Redish, author of Letting Go of the Words -- Writing Web Content that Works

    "Your guidebook to becoming a design hero by applying the distilled wisdom from successful global UX teams: Gain strength from diversity, collaborate at a global scale, learn the local culture and then create value." -- Ben Shneiderman, University of Maryland

    "In these pages the reader quickly gains an understanding of the intricacies, importance and excitement in global UX.  Whitney Quesenbery and Daniel Szuc have delivered a fabulous mix of experienced global voices that we all can take on the challenging and rewarding journey of (literally) making the world a little easier, a little safer, and little more fun." -- Robert M. Schumacher, Ph.D., Managing Director, User Centric, Inc.

    "For designers and software architects, this volume on user interface design provides a discussion of practical and theoretical concerns surrounding the development of user experiences in computer software. Not designed to provide coding specifics, and language and platform agnostic, the work looks at key features of interface design from the generalized perspective of software design, development, and production. Topics discussed include culture and user interface design, strategies for global companies and products, field research, and planning for globalization."--Reference and Research Book News, Inc.


  • Foreword


    About the Authors


    Chapter 1 The Start of the Journey

    This Book Is about People

    Charting the Territory

    A Passion for User Experience

    A Global UX Toolkit

    Global UX Perspectives

    Innovation from Everywhere

    Moving Into the Future

    A Map of the Journey

    Chapter 2 It’s a New World

    The World Is Smaller ... and Larger

    Population Matters

    The Internet Is Flat

    Companies Are Changing

    Being Global

    Changing Relationships

    Developing Local Talent

    Multidirectional Influences

    Appreciating Local Talent

    New Relationships in Asia

    We Are More Connected

    UX and the Network

    Global Connections and Local Connections

    We Are More Mobile

    Building Connections

    Being a Global Person

    Innovation Happens Everywhere

    National Innovation Projects

    UX Growth

    New Ways of Innovating in New Markets

    New Models for Open Innovation

    Thinking Globally Is also Thinking Locally

    Thinking Globally

    Thinking Locally

    Chapter 3 Culture and UX

    Delving into Culture

    Culture We Share

    A Deep Layer

    Nationality and Culture

    Technology and Culture

    Companies and Culture

    UX and Layers of Culture

    Finding Difference and Sameness

    Relevant Differences

    The Question of Hofstede

    Language and Culture

    Communication and Context

    Cultures and Communication Styles

    Nuances of Meaning

    Chapter 4 Building Your Cultural Awareness

    Thinking Globally Is a State of Mind

    Being Open to Others

    Cross-Cultural Experiences on Every Corner

    Lab, Office, and Tourist Spots

    A Journey outside of Ourselves

    Taking Time

    Following Local Customs

    Learning the Language (at least a little)

    Finding Cultural Proxies (if you can’t travel)

    Be Genuine .... and Adapt

    Digging into Understanding

    Being Human

    Adapting Your Own Behavior

    Seeing Yourself Differently

    Chapter 5 Global Companies and Global Strategy

    Organizations Have Cultures, Too

    Organizational Cultures Are All Different

    Four Global Product Strategies

    HQ and the Regions

    The View Outside of Headquarters

    Maintaining a Global Brand

    Global Partnerships

    Two Sides to Outsourcing

    Adapting UX Practices for Off-Shore Work

    Changing Attitudes

    UX in the Organization

    Managing Global UX Teams

    UX as a Change Agent

    Managing Corporate Politics

    UX Can Make a Difference

    Choosing to Be Local

    Chapter 6 Effective Global Teams

    Organizing a Global UX Team

    Central UX Groups

    Global Offices for Functional Groups

    Face Time for Virtual Teams

    Working Globally

    Dealing with Distance

    Collaboration across Distance

    Sharing the Time-Zone Pain

    In the Same Place . for Key Moments

    Distance Collaboration

    Supporting Collaboration and Innovation

    Global Teams and Diversity

    Cross-Cultural Communication

    Making Everyone Part of the Conversation

    Workspaces that Support Collaboration

    People as Cultural Bridges

    Building UX and Cross-Cultural Knowledge

    Keeping UX Knowledge Fresh

    Local Community

    Global Community

    Global, Cultural Knowledge

    Chapter 7 Research in the Field

    Setting Research Goals

    Global Research Goals

    Time in the Field

    Planning a Global Research Project

    When, and Why, to Travel

    Schedule and Number of Participants

    Time for Local Logistics

    Time for Analysis

    Time for Discovery

    Choosing UX Techniques for Global Research

    Multiple Questions, Multiple Methods

    Users in Their Own Environment

    Other Research Sources

    But Not Focus Groups

    Remote Methods

    Choosing the Team

    People Outside of UX

    Local Partners

    Preparing for the Field

    Local Resources

    Getting the Team Ready

    Being in the Field

    Pace Yourself

    Other Experiences

    Working Effectively with Participants


    Language Matters


    Chapter 8 Bringing It Home

    Coming to Conclusions

    Analysis with the Whole Team

    Debriefing as You Go

    Analysis Over Distance

    Creating a Richer Picture

    Immersive Reporting

    Connect to the Research

    Telling the Story

    Stories through Photographs

    Stories with Video

    Stories through Sketches

    Acting Out the Story

    Stories through Personas

    Carrying the Conversation Forward

    A Broader Conversation

    Chapter 9 Design for a Global Audience

    Plan for Globalization

    Research Homework

    Build In Globalization from the Start

    Cultural Audits

    Content Strategy

    Decide on Your Strategy

    Managing a Global Brand

    One Product, with Minor Localization

    Locally Controlled Products

    A Global Template with Local Variations

    Getting the Language Right

    Language: A First Step in Localization

    Legal Requirements

    Beyond “Just Translating the Words”

    A Good Local Experience

    Global Products Adapt to Local Needs

    Fit into the Local Environment

    Design from Your Roots

    Chapter 10 Delivering Value

    Build Bridges

    Lead by Example

    Create Value


    Contributor Biographies



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