Global UX: Design and Research in a Connected World

Global UX: Design and Research in a Connected World......Page 1
About the Authors......Page 2
Dedication......Page 3
Acknowledgements......Page 4
Foreword......Page 6
1 The Start of the Journey......Page 8
This Book Is about People......Page 10
A Passion for User Experience......Page 11
A Global UX Toolkit......Page 12
Innovation from Everywhere......Page 13
Moving Into the Future......Page 14
A Map of the Journey......Page 15
Contributors......Page 17
5 Global Companies and Global Strategy......Page 19
Organizational Cultures Are All Different......Page 21
Four Global Product Strategies......Page 22
The View Outside of Headquarters......Page 27
Maintaining a Global Brand......Page 29
Two Sides to Outsourcing......Page 30
Adapting UX Practices for Off-Shore Work......Page 31
Changing Attitudes......Page 32
Managing Global UX Teams......Page 35
UX as a Change Agent......Page 36
UX Can Make a Difference......Page 39
Choosing to Be Local......Page 40
4 Building Your Cultural Awareness......Page 42
Being Open to Others......Page 44
Cross-Cultural Experiences on Every Corner......Page 45
Lab, Office, and Tourist Spots......Page 46
Taking Time......Page 49
Following Local Customs......Page 51
Finding Cultural Proxies 椀昀 礀漀甀 挀愀渠ᤀ琀 琀爀愀瘀攀氀......Page 52
Being Human......Page 56
Adapting Your Own Behavior......Page 57
Seeing Yourself Differently......Page 59
2 It’s A New World......Page 61
The World Is Smaller … and Larger......Page 63
Population Matters......Page 64
The Internet Is Flat......Page 65
Being Global......Page 66
Changing Relationships......Page 67
Appreciating Local Talent......Page 68
New Relationships in Asia......Page 69
We Are More Connected......Page 70
UX and the Network......Page 71
Global Connections and Local Connections......Page 72
We Are More Mobile......Page 73
Building Connections......Page 74
Innovation Happens Everywhere......Page 75
UX Growth......Page 77
New Ways of Innovating in New Markets......Page 78
New Models for Open Innovation......Page 79
Thinking Globally......Page 80
Thinking Locally......Page 81
3 Culture and UX......Page 83
Culture We Share......Page 85
A Deep Layer......Page 86
Technology and Culture......Page 87
Companies and Culture......Page 88
UX and Layers of Culture......Page 89
Finding Difference and Sameness......Page 92
Relevant Differences......Page 94
The Question of Hofstede......Page 95
Communication and Context......Page 98
Cultures and Communication Styles......Page 100
Nuances of Meaning......Page 101
6 Effective Global Teams......Page 104
Central UX Groups......Page 106
Global Offices for Functional Groups......Page 107
Face Time for Virtual Teams......Page 108
Dealing with Distance......Page 109
Collaboration across Distance......Page 110
Sharing the Time-Zone Pain......Page 111
In the Same Place … for Key Moments......Page 113
Distance Collaboration......Page 115
Global Teams and Diversity......Page 116
Cross-Cultural Communication......Page 117
Making Everyone Part of the Conversation......Page 118
People as Cultural Bridges......Page 119
Building UX and Cross-Cultural Knowledge......Page 120
Local Community......Page 121
Global, Cultural Knowledge......Page 122
 7 Research in the Field......Page 125
Global Research Goals......Page 127
When, and Why, to Travel......Page 129
Schedule and Number of Participants......Page 130
Time for Analysis......Page 131
Choosing UX Techniques for Global Research......Page 132
Multiple Questions, Multiple Methods......Page 133
Users in Their Own Environment......Page 135
But Not Focus Groups......Page 136
Remote Methods......Page 137
Choosing the Team......Page 138
People Outside of UX......Page 139
Local Partners......Page 141
Getting the Team Ready......Page 145
Pace Yourself......Page 148
Other Experiences......Page 149
Working Effectively with Participants......Page 150
Recruiting......Page 151
Language Matters......Page 152
Interpreters......Page 154
10 Delivering Value......Page 158
Build Bridges......Page 159
Lead by Example......Page 162
Create Value......Page 163
References......Page 166
B......Page 170
C......Page 171
D......Page 172
F......Page 173
G......Page 174
I......Page 175
K......Page 176
M......Page 177
P......Page 178
S......Page 179
U......Page 180
Z......Page 181
8 Bringing It Home......Page 182
Carrying the Conversation Forward......Page 184
Debriefing as You Go......Page 185
Creating a Richer Picture......Page 186
Immersive Reporting......Page 187
Connect to the Research......Page 188
Stories through Photographs......Page 190
Stories through Sketches......Page 191
Acting Out the Story......Page 192
Stories through Personas......Page 193
A Broader Conversation......Page 195
9 Design for a Global Audience......Page 197
Research Homework......Page 199
Build In Globalization from the Start......Page 200
Cultural Audits......Page 201
Decide on Your Strategy......Page 202
Managing a Global Brand......Page 203
One Product, with Minor Localization......Page 204
Locally Controlled Products......Page 206
A Global Template with Local Variations......Page 208
Getting the Language Right......Page 210
Language: A First Step in Localization......Page 211
Beyond “Just Translating the Words”......Page 212
Global Products Adapt to Local Needs......Page 213
Fit into the Local Environment......Page 215
Design from Your Roots......Page 218
Contributor Biographies......Page 221
Copyright......Page 241