Why cross-cultural design is a necessity for your global brand
And what you can do to successfully launch a global product.
Many companies are able to successfully crack cross-cultural design. They are able to perform remarkably well even in lands with a culture and user group very different from where they initially launched. Airbnb is one such example that is successfully offering rentals on distant lands like Greenland or the Pitcairn Islands. However, some companies fail to succeed in new markets, such as Uber in South Korea. The company stopped all operations in 2015 as a result of the taxi industry’s resistance.
Beyond translation
Inevitably, designing products meant for diverse markets and multicultural use comes with many challenges. Every region that you want to grow your product in can have a specific set of preferences and ethical principles shaped by their local culture. Due to this complexity, the localization of a product involves taking steps beyond simply translating user manuals or the user interface elements on a screen. It requires learning in-depth about the people who will use your product — their language, religion, habits, abilities, local economy, and infrastructure.
Inadequate cultural understanding can lead to misinterpretations, such as the use of the swastika-resembling symbol for Japanese temples on tourist maps that was recently changed because of its resemblance to the Nazi’s symbol. The ancient Sanskrit symbol has been associated with Buddhism, Hinduism, and the ancient Vedic culture for a long time. However, many tourists and foreign nationals living in Japan were confused about its meaning. “Why a Nazi symbol outside a Buddhist temple?” they thought.
So how do you design more regionally inclusive and trans-cultural products?
If you are developing a trans-cultural product, meaning that it would cater to people of more than one culture, you should remain open to new ideas that your potential users can bring. You should not only listen to their needs but also observe their habits.
Follow global trends, but wisely. For example, there are many markets that adapt to current global trends pretty easily if you look at what TikTok and Instagram have achieved. But there are also markets that are more resistant to those trends, such as mentioned earlier — Uber in South Korea. If you look closely, you will see that the Korean market is full of unique products that are prominent exclusively in South Korea, such as Naver as a search engine, KakaoTalk as an instant messaging app, Kakao T as a transportation service app, or Yogiyo as a food delivery service. The reason why Google Maps is not the most popular choice when it comes to GPS navigation in South Korea is its lack of functionality in that region. Naver Map is more accurate in narrow streets where Google Maps fails, and it also displays all the handy information on places that South Koreans are most commonly trying to find. A deeper understanding about navigator needs in South Korea, can, perhaps lead to Google Maps version that is more satisfying to use for the local people.
Perceive inclusivity as a driver of innovation
If you want your team to build a globally successful product, you should consider the inclusive aspects upfront and incorporate many conversations about the ethical consequences in your planning process.
Different cultures can have different symbols and mental models that have varied connotations. Different cultures can also have a different set of expectations for how the product should look or what it should offer to its people. For example, in Europe and North America, users tend to favor minimalist user interfaces inspired by Bauhaus principles. On the other hand, in many Asian countries such as Japan, the complexity and density of information on one screen is still more common.
Failure to consider the differences between regions can lead to numerous negative consequences, such as misinterpretations, misunderstandings, reduced sales, or even the loss of your brand’s value. That is why you should not be afraid to invest more money and time in in-depth research on other markets and their local cultures for your products and brand to thrive in.
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