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@ryannguyentt
Designing for Global and Local MarketsRyan Nguyen / ryanntt.comUX designer / Wego
www.unicomlearning.com
@ryannguyentt
Hi, I’m Ryanand I’m an UX Designer with experience in product design
@ryannguyentt@ryannguyentt@ryannguyentt
Global travel search engine
@ryannguyentt
@ryannguyentt@ryannguyentt@ryannguyentt
Global Localised travel search engine
@ryannguyentt
@ryannguyentt@ryannguyentt@ryannguyentt
Founded 2005, grown to 100+ employees with 5 global offices
● Singapore● Jakarta● Bangalore● Dubai● Taipei
@ryannguyentt@ryannguyentt@ryannguyentt
51 localised sites
36languages
@ryannguyentt@ryannguyentt@ryannguyentt
Globalisation and Localisation
@ryannguyentt@ryannguyentt@ryannguyentt
Localisationrefers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a locale).
From W3C - The World Wide Web Consortium
@ryannguyentt@ryannguyentt@ryannguyentt
Internationalisation (Globalisation)
is the design and development of a product, application or document content that enables easy localisation for target audiences that vary in culture, region, or language.
From W3C - The World Wide Web Consortium
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Market and Culture
@ryannguyentt@ryannguyentt@ryannguyentt
CultureSet of patterns of human activity within a community or social group and the symbolic structures that give such activity significance. Customs, laws, dress, architectural style, social standards, religious beliefs, and traditions are all examples of cultural elements.
From Wikipedia
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International Culture
National Culture
Subculture
Cultural Groups
From Wikipedia
@ryannguyentt@ryannguyentt@ryannguyentt
Task
Infrastructure
Legal
Market
Language
Culture
Layers of Culture
From Giles Colborne and CXPartners
Easy to predict
Hard to predict
@ryannguyentt@ryannguyentt@ryannguyentt
Thomas L. Friedman,
The World Is Flat: A Brief History of the Twenty-first Century
“People will change their habits quickly if they have a strong reason for doing so.”
@ryannguyentt@ryannguyentt@ryannguyentt
Think GloballyUnderstand different perspectives, culture and design product that reach across cultures
@ryannguyentt@ryannguyentt@ryannguyentt
Think LocallyUnderstand a culture well and design the product to fit in local culture
@ryannguyentt@ryannguyentt@ryannguyentt
51 localised sites
36languages
5global offices
@ryannguyentt@ryannguyentt@ryannguyentt
Open to opportunities
@ryannguyentt@ryannguyentt@ryannguyentt
Understand opportunities in emerging markets
@ryannguyentt@ryannguyentt@ryannguyentt
Flexible architecture for localisation
@ryannguyentt@ryannguyentt@ryannguyentt
Challenges
@ryannguyentt
Language
● Text direction● Character width● Character height● Character spacing● Line height● Widow text● Lost meaning in translation
@ryannguyentt
wego.com.sg
English
Desktop
sa.wego.com
Arabic
DesktopLanguage
@ryannguyentt
Screens
● Typography ● Responsive Design● Adaptive for Connectivity
@ryannguyentt
TabletMobilePhone
Screens
@ryannguyentt
Currency
● Long currency
@ryannguyentt
IDRlonger currency
SGD
Currency
@ryannguyentt
Content
● Different markets● Different audience
@ryannguyentt
Content
Hotels in San Francisco(left to right)
wego.co.inwego.ae
@ryannguyentt
Content
Travel News (English)wego.com/news/
@ryannguyentt
Content
Travel On (Bahasa)wego.co.id/berita/
@ryannguyentt@ryannguyentt@ryannguyentt
Design Process● Research● Validation● Iteration
@ryannguyentt@ryannguyentt@ryannguyentt
Research
@ryannguyentt@ryannguyentt@ryannguyentt
Validation
@ryannguyentt@ryannguyentt@ryannguyentt
Conversion rate to booking page+11.69%
Loading speed-20.78%
Hotel Mobile SiteLaunched in Feb 2016
● Cleaner design● Lighter (download size)
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Testing on specific locales
languagesscreen sizesdevices
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Iteration
@ryannguyentt@ryannguyentt@ryannguyentt
We go fastbreak fastimprove fast
@ryannguyentt@ryannguyentt@ryannguyentt
Product Teams
@ryannguyentt@ryannguyentt@ryannguyentt
5UX designers
30Engineers
3Products
@ryannguyentt@ryannguyentt@ryannguyentt
Culture● Being Open to Others● Cross-Cultural Experience● Travel● Understand Local Customs● Learning Language
@ryannguyentt@ryannguyentt@ryannguyentt
Global Product= Global Culture
@ryannguyentt@ryannguyentt@ryannguyentt
Thank You