designing for global and local markets

@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

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Globalisation and Localisation

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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

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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

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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

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Task

Infrastructure

Legal

Market

Language

Culture

Layers of Culture

From Giles Colborne and CXPartners

Easy to predict

Hard to predict

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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.”

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Think GloballyUnderstand different perspectives, culture and design product that reach across cultures

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Think LocallyUnderstand a culture well and design the product to fit in local culture

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51 localised sites

36languages

5global offices

@ryannguyentt@ryannguyentt@ryannguyentt

Open to opportunities

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Understand opportunities in emerging markets

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Flexible architecture for localisation

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Challenges

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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

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Content

● Different markets● Different audience

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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/

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Design Process● Research● Validation● Iteration

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Research

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Validation

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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

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We go fastbreak fastimprove fast

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Product Teams

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5UX designers

30Engineers

3Products

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Culture● Being Open to Others● Cross-Cultural Experience● Travel● Understand Local Customs● Learning Language

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Global Product= Global Culture

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Thank You