Global UX

Chapter 1: The Start of the Journey

This book is about people

Charting the territory

UX people are passionate about building bridges

The UX toolkit is global

Global UX needs many perspectives

Innovation comes from everywhere

The future is unevenly applied

A map of the journey

Chapter 2: It’s a New World

The world is smaller... and larger

Population matters

The Internet is flat, too

Companies are changing

Being global doesn’t happen by accident

Relationships between headquarters and teams are changing

Companies are developing local talent

Influences are becoming multi-directional

But not every company appreciates its local talent

There are new relationships between countries in Asia

We are more connected

The network helped UX grow

Global connections may replace local ones

We are more mobile

Travel builds connections

You can think of yourself as a global person, even if you haven’t traveled a lot

Innovation happens everywhere

National projects support innovation

The UX profession grows along with innovation

New markets bring new ways of innovating

New models for open innovation use the network

Thinking globally is also thinking locally

To think globally is to reach across cultures

Thinking locally is to dig deeply into a specific culture

Chapter 3: Culture and UX

Delving into culture

Culture is defined by what we share

Culture is a deep layer

Culture is more than nationality

Use of technology can create cultural differences

Companies and professions also have cultures

Many layers of culture affect UX

Finding difference and sameness

It’s about relevant differences

The question of Hofstede

Language and culture

Communication style depends on context

Cultures have their own communication styles

Nuances of meaning can be difficult to uncover

Chapter 4: Building Cultural Awareness

Thinking globally is a state of mind

Being open to others is part of UX

Cross cultural experiences can be right around the corner

Get out of the lab, office, and tourist spots

Get immersed in a culture

Getting to know a place takes time

Follow local customs

Learn the language (at least a little)

Find cultural proxies

Be genuine...and adapt

Dig into layers of understanding

If you are not sure, be human

Adapt your own behavior

See yourself differently

Chapter 5: Global Companies and Global Strategies

Organizations have cultures, too

Organizational cultures are all different

Four global product strategies

HQ and the regions

People outside of headquarters want a say

Maintaining a global brand from a central group requires control

Global partnerships

Outsourcing has two sides

UX practices are adapted for off-shore work

Attitudes are changing

UX in the organization

Managing global UX means managing teams

UX can be a change agent

To lead, you must manage corporate politics

UX can make a difference

A company can choose to be local

Chapter 6: Effective Global Teams

Organizing a global UX team

UX is often a centralized group

Global offices may serve markets or co-locate a business unit

Even virtual teams need face-time

Fully global teams work on an equal basis

Dealing with distance

Collaboration is a challenge across distance

Collaborating around the world means sharing the time-zone pain

There’s nothing like being in the same place…for key moments

Distance collaboration takes effort (and good technology)

Supporting collaboration and innovation

The value of global teams is in their diversity

Cross-cultural communication takes awareness

Make everyone part of the conversation

Workspaces can also support collaboration

People act as cultural bridges

Building UX and cross-cultural knowledge

We all need to keep our UX knowledge fresh

The local community can provide opportunities and support

Find ways to be part of the global community

Build global, cultural knowledge

Chapter 7 - Research in the Field

Setting research goals

Start with clear goals

Articulate what is global about the project

Decide how you will meet goals for global insights

Planning a global research project

Decide when - and why - to travel

Decide on a schedule and number of participants

Include time to deal with local logistics

Include time for analysis

Include time for discovery

Choosing UX techniques for global research

Multiple questions means multiple methods

Get out and see users in their own environment

Use other research sources if you have access to them

Focus groups are not the answer

Remote methods can work, too

Choosing the team

Global research teams include people outside of UX

Local partners bring additional perspectives

Preparing for the field

Use local resources to prepare

Make sure the team is ready

Being in the field

Pace yourself

Do other things. Go to a ball game

Working effectively with participants

Give it time

Recruiting is part of the research

Language matters

Interpreters can make or break a session

Chapter 8 - Bringing it Home

Coming to conclusions

Everyone is part of the analysis

Debriefing as you go keeps the information fresh

Distance can make analysis more difficult

Creating a richer picture

Reporting can be an immersive experience.

The goal is to help people connect to what you’ve learned

Telling the story

Tell the story with photographs

Tell the story with video

Tell the story with sketches

Act out the story

Let personas tell the story

Carrying the conversation forward

Move the conversation into the broader company

Chapter 9 - Design for a Global Audience

Get the basics right

Do your research homework

Plan for globalization

Do a cultural audit

Go beyond "just translating the words"

Decide on your strategy

Three approaches to managing a global brand

One product, with minor localization

A global templates with local variations

Locally controlled products, marketing, or websites

Create a good local experience

Global products adapt to local needs

Decide how to fit into the local environment

Design from your roots

Chapter 10 - Delivering Value

Build bridges

Lead by example

Create value