Rethinking a Global UI/UX Strategy for the Chinese User Michael - PowerPoint PPT Presentation

What does it mean to be a global brand and enter China? How do you communicate with the Chinese user? Rethinking a Global UI/UX 
 Strategy for the Chinese User Michael Headrick | VML

I work in a global agency, on global programs, for global clients …in China.

Entering China’s Professor Zhang Lin has spent six years shifting rocks and rubble to the roof to create this digital landscape mountaintop penthouse -Daily Mail Disney’s Frozen can be confusing… translated to Chinese, then retranslated back to English.

Design Globalization Entering China’s digital landscape can be confusing… Local Priority Global Priority Local Design Trends

Design Globalization Global Design, 
 Chinese Market Local Priority Global Priority Apple, iPhone and iOS Local Design Trends

Design Globalization Global Design, 
 Chinese Market Local Priority Global Priority Chinese Design, 
 Didi Chuxing, Chinese Market Rides & More Local Design Trends

Design Globalization Global Design, 
 Chinese Market Local Priority Global Priority Chinese Design, 
 Chinese Design, 
 AliExpress, Chinese Market Global Market Alibaba in Brazil Local Design Trends

Design Globalization Global Design, 
 Global Design, 
 Chinese Market Global Market Local Priority Global Priority Chinese Design, 
 Chinese Design, 
 Ford, Digital Chinese Market Global Market Local Design Trends

1. Not only does content and imagery need to be Global Local vetted, but UI/UX needs to be validated.

Wireframe: Header Feature 40% 18% Feature of users would be of users said that they Feature interested in the would not even use it if Feature experience with the the UI remained as it Global UI was designed Nav Bar Global UI, Wireframe of Home Page

2. Design needs empathy, from global to local and Global Local from local to global

Wireframe: Interface: Header - Navigation Marketing Banner Marketing Banner Product Product Product Navigation Bar America’s Amazon keeps a consistent and streamlined experience

Wireframe: Interface: References: Header China Taobao Marketing Banner Nav Nav Nav Nav Nav Banner Marketing Banner Product Product Product Navigation Bar China Dianping China’s Amazon adopts features from local competitor, Taobao

Communication is key… User Testing Market Research Learnings It is important to be clear in communication to Global global teams and management processes from an overseas perspective.

Global: Local: References: Header Header CTA China WeChat Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Nav Bar Nav Bar China Baidu Global UI, Wireframe of Home Page Locally Developed UI, Wireframe of Home Page

3. Local now has the opportunity to change Global Local Global

Chinese Design will become Design Globalization Global Design Global Design, 
 Global Market Local Priority Global Priority Chinese Design, 
 Global Market Chinese Design, 
 Chinese Market Local Design Trends

Chinese Design will become Global Design

Unique Chinese UI/UX highlighted for localization Icons Feature Packs Coupons Banners Notifications Maps/Location Services

Learnings that are now being fed back to Global Icons Feature Packs Coupons Banners Notifications Maps/Location Services

How will we change China and the world?

Thank You! michael.headrick@vmlqais.com