Adapting UX to the Global Village — Bat-El Sebbag and Gali Erez
Notes from UX Salon 2017 — by Summurai
We are all designing for the global village.
The presentation discusses these questions and explores various approaches to defining UX while considering different cultural contexts.
Churches vs. Airports
Both airports and churches can be found all over the world. However, the approach of designing airports differs from the approach of designing a church. Airports are similar to one another and offer a consistent model, where churches are unique and represent the local culture.
Airports should be super functional and allow us to decide what actions to take while on the move. In most cases we do not have time to learn and get to know the place. Therefore, most airports are similar to one another in design.
Churches are special and fit the local community. They should be familiar, but can be different. They should be approachable, but offer a local experience.
This raises the question — Should your product be a Church or an Airport?
When is it right to go with the airport approach and when would it be better to go with a unique localized design?
When is it appropriate to create an experience that fits everyone, and when should we consider our users’ unique cultural world and context?
Will discovering this cultural world make us better designers?
McDonald’s for example is a Church. McDonald’s Websites are designed differently in each location. In Switzerland, the website is focused on snowboarding, the Japanese site shows manga comics and the Israeli website shows information about which is the healthiest choice of food. McDonald’s fits the content based on culture understanding. This means fitting the message to the local ideas, by putting the customer in the center of the design process and appealing to the general population of their customers in various locations around the world.
The Wix editor was created as an airport product, to allow all users to be able to use it, but allows for local updates to fit the content based on the need. Airbnb is an airport product as well; a one size fits all user experience.
The speakers offer recommend not to follow UI guidelines blindly. Tips like “Never use a Hamburger menu” or “Always use a Hamburger menu” should be examined based on the context. The speakers suggest that sometimes, the right thing would be to create our own “Falafel menu”
The lecture suggests that the future of design goes even deeper.
It’s based on the context of the specific user, rather than a specific country or general context.
Bat-El Sebbag and Gali Erez are UX team leaders at Wix.com. The UX team’s mission is to package complex website building behavior into accessible tools that everyone can use in order to create the website they want.