The UX of Japanese web design
Exploring their unique digital landscape.
I received a question from a reader on my last article asking about the shocking contrast between Japanese product design and web design. On first glance it seems like these websites are stuck in the 1990's - low resolution images, stacked text boxes, narrow columns and banner ads flashing at you from every corner of the screen. As a UX designer I had to ask myself why something that seemed so flawed could be so prevalent in Japan?
I was reminded that UX does not transcend cultures and locations, it is connected to the needs and experiences of the users wherever they may be.
Designing in Japanese
Japan uses 3 scripts in their language - hiragana (based on pronunciation), kanji (traditional Chinese characters) and katakana (used for words adopted from countries outside of Japan, making pronunciation easier). Unlike languages that use the Roman alphabet there are no italics and no capital letters; making hierarchical contrast in typography very different. The layout of text on print and web apply various treatments, designs and stylistic elements to create these contrasts. The visual distinction between these characters can be difficult at first. When looking at Japanese design; look at the language through the lens of the user. Luis talks about the importance of language as he takes us on a visual journey through the crowded streets of Japan in his article "Japan in the Eyes of a User Experience Designer."
Product Value and Customer Experience
What are you looking for when you search a website for a product online? Information, customer reviews, detailed photographs of the item - the list goes on. In Japanese consumer culture; the more information given about a product in the early stages of the customer journey the better! Customers expect a level of transparency and accountability from the retailer. Listing product information in this way improves the customer journey.
They are not going to be easily swayed by a catchy headline or a pretty image. The adage of “less is more” doesn’t really apply here. - David
In a comparative study by btrax they looked at the designs of the Cookpad website in Spain and Japan. The design from Japan focused on text with images that support the copy compared to the design from Spain; where images take center stage. Read more about it the article: "The challenge of designing UX and UI in Japan".
Text changes the value of the product and provides the guidance appreciated by the Japanese customers. - btrax
Ads and Visual Noise
Take a walk through the crowded city of Shibuya and you can literally hear the advertisements shouting at you. The visual noise and chaos can be overwhelming but also alarmingly captivating. The intrigue of Tokyo's bustling city centers are echoed in the designs of their website with ads shouting at you from every corner of your screen. The web real-estate is much like Tokyo's urban real-estate. Densely populated home pages, ads and text crammed into any space that would fit and dazzling bright colors. This design has been around for some time and it isn't going away any time soon.
The majority of these sites have been around for decades, and people are used to their current design. They tend to have older users who are more sensitive to change and use desktop computers instead of smartphones or tablets. - Maxwell Forrest
Design with Users in mind
Rakuten is one of the most successful e-commerce and online retailing companies in Japan; yet it is one of the most overwhelming home pages I've come across. These sites have a growing number of users who rely on design consistency. A major pain point for many of today's modern users of social networking apps are the frequent updates and changes to the UI that create frustration for the user and fragment the user experience.
Statistics provided by the Ministry of Internal Affairs and Communications show that, as of 2014, people aged 60 and over accounted for 48% of all consumer spending in Japan — and are poised to overtake the under-60s if they haven’t done so already. - Douglass McGowan
Thus, depending on your target demographic, the UX should address different user needs. The style of the websites match the brick and mortar stores, busy store fronts, oversized cards with deals and discounts give customers the sense that the store is popular and busy. Understanding Japanese consumer behavior helps to paint a clearer picture of their digital world.
As we browse through the .jp websites it is clear that Japan’s designs are most certainly unique but understanding the cultural context upon which their designs are based can help us navigate their digital world.
For more on the author.
Special thanks to Manuel Muller for his thoughtful question.
