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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
Rethinking a Global UI/UX Strategy for the Chinese User Michael - - PowerPoint PPT Presentation
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
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Professor Zhang Lin has spent six years shifting rocks and rubble to the roof to create this mountaintop penthouse
- Daily Mail
Disney’s Frozen translated to Chinese, then retranslated back to English.
Entering China’s digital landscape can be confusing…
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Entering China’s digital landscape can be confusing…
Local Priority Global Priority Design Globalization Local Design Trends
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Design Globalization Local Design Trends Local Priority Global Priority
Global Design, Chinese Market
Apple, iPhone and iOS
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Design Globalization Local Design Trends Local Priority Global Priority
Didi Chuxing, Rides & More
Chinese Design, Chinese Market Global Design, Chinese Market
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Design Globalization Local Design Trends Local Priority Global Priority
AliExpress, Alibaba in Brazil
Chinese Design, Global Market Chinese Design, Chinese Market Global Design, Chinese Market
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Chinese Design, Global Market Chinese Design, Chinese Market
Design Globalization Local Design Trends Local Priority Global Priority
Global Design, Chinese Market
Ford, Digital
Global Design, Global Market
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1.
Not only does content and imagery need to be vetted, but UI/UX needs to be validated.
Global Local
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Global UI, Wireframe of Home Page
Wireframe:
40%
- f users would be
interested in the experience with the Global UI
- f users said that they
would not even use it if the UI remained as it was designed
18%
Header Feature Feature Feature Feature Nav Bar
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2.
Design needs empathy, from global to local and from local to global
Global Local
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Header - Navigation Marketing Banner Navigation Bar Product Product Product Marketing Banner
America’s Amazon keeps a consistent and streamlined experience
Wireframe: Interface:
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Wireframe: Interface:
Header Marketing Banner Nav Nav Nav Nav Banner Marketing Banner Navigation Bar Product Product Product Nav
China’s Amazon adopts features from local competitor, Taobao China Taobao China Dianping
References:
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Communication is key… User Testing Market Research Learnings
Global
It is important to be clear in communication to global teams and management processes from an overseas perspective.
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Header Feature Feature Feature Feature Feature Feature Nav Bar
Locally Developed UI, Wireframe of Home Page
Global: Local:
Global UI, Wireframe of Home Page
Header Feature Feature Feature Feature Nav Bar
China WeChat China Baidu
References:
CTA
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3.
Local now has the
- pportunity to change
Global
Global Local
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Design Globalization Local Design Trends Local Priority Global Priority
Chinese Design, Chinese Market Global Design, Global Market
Chinese Design will become Global Design
Chinese Design, Global Market
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Chinese Design will become Global Design
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Unique Chinese UI/UX highlighted for localization
Icons Banners Notifications Feature Packs Maps/Location Services Coupons
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Learnings that are now being fed back to Global
Icons Banners Notifications Feature Packs Maps/Location Services Coupons
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How will we change China and the world?
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Thank You!
michael.headrick@vmlqais.com