Universal UX Design

Opis

Universal UX Design: Building Multicultural User Experience provides an ideal guide as multicultural UX continues to emerge as a transdisciplinary field that, in addition to the traditional UI and corporate strategy concerns, includes socio/cultural and neurocognitive concerns that constitute one of the first steps in a truly global product strategy.

In short, multicultural UX is no longer a nice-to-have in your overall UX strategy, it is now a must-have. This practical guide teaches readers about international concerns on the development of a uniquely branded, yet culturally appealing, software end-product. With hands-on examples throughout, readers will learn how to accurately predict user behavior, optimize layout and text elements, and integrate persuasive design in layout, as well as how to determine which strategies to communicate image and content more effectively, while demystifying the psychological and sociopolitical factors associated with culture.

The book reviews the essentials of cognitive UI perception and how they are affected by socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design.

Teaches how to optimize design using internationalization techniques
Explores how to develop web and mobile internationalization frameworks
Presents strategies for effectively reaching a multicultural audience
Reviews the essentials of cognitive UI perception and the related effects of socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design

Spis treści

Front Cover 2
Universal UX Design 5
Copyright Page 6
Dedication 7
Contents 9
About the Author 11
Introduction 13
I. Grey Matter 15
- 1 Are You Experienced? 17
  - 1.1 Digital to Human Experience 17
  - 1.2 Redefining Localization 23
  - 1.3 Unique and Universal 25
  - 1.4 Understanding Culture 28
  - 1.5 Spindrifts and Undertows 31
    - Portrayal of LatAm UX scene 34

Front Cover 2
Universal UX Design 5
Copyright Page 6
Dedication 7
Contents 9
About the Author 11
Introduction 13
I. Grey Matter 15
- 1 Are You Experienced? 17
  - 1.1 Digital to Human Experience 17
  - 1.2 Redefining Localization 23
  - 1.3 Unique and Universal 25
  - 1.4 Understanding Culture 28
  - 1.5 Spindrifts and Undertows 31
    - Portrayal of LatAm UX scene 34
  - 1.6 The Audience Is Not Listening 36
  - 1.7 Acculturation and Globalization 37
- 2 The Universal Totem Pole 41
  - 2.1 Metabolism of a Digital Product 41
  - 2.2 Universal and Local Design 45
  - 2.3 Ergonomics and Standards 48
  - 2.4 Brand Localization 51
  - 2.5 Expectations and Loyalty 55
  - 2.6 Aspirations and Brand Identity 57
  - 2.7 Diversification and Communities 60
- 3 Across the Dashboard 63
  - 3.1 Establishing a Global Product Vision 63
  - 3.2 Kickstarting Corporate Change 66
    - 3.2.1 Lessons from the Field: Globalization According to Sony 68
  - 3.3 Agile Globalization 69
    - 3.3.1 Team Dynamics: Rockstars and Technical Gaps 72
    - 3.3.2 Agile Roles 73
  - 3.4 The Role of Global Awareness 75
  - 3.5 Iterative Refining 77
    - 3.5.1 Wireframes 82
      - 3.5.1.1 Lessons From the field 82
    - 3.6 International Research 83
      - 3.6.1 Lessons from the Field: International Phones Corp. 84
    - II. Magnum Impulse 87
      - 4 Worlds Within Worlds 89
        
        4.1 A Global User Journey 89
        
        4.2 Digital Portrait: Europe 90
        
        4.2.1 Housing 91
        
        4.2.2 Family 91
        
        4.2.3 Social Media 93
        
        4.2.4 Most Often Used Communication Channels 93
        
        4.3 Digital Portrait: North America 94
        
        4.4 Digital Portrait: South America 95
        
        4.5 Digital Portrait: Asia 97
        
        4.5.1 Lessons From the Field 99
        
        4.6 Digital Portrait: Australia 100
        
        4.7 Digital Portrait: Africa 101
        
        4.7.1 Infrastructure 101
        
        4.7.3 Family 102
        
        4.7.2 Communication Style 102
        
        4.8 Infrastructure and Trust 102
        
        4.9 Customer Support and Service 103
        
        4.10 Case Study: What’s in a Name? 106
      - 5 Mental Manifests 109
        
        5.1 Aesthetics and Cultural Imperatives 109
        
        5.2 Personal Attitudes and Social Values 113
        
        5.3 Persuasion and Reason 116
        
        5.3.1 Researching 120
        
        5.3.2 Interview With Masaaki Kurosu 120
        
        5.4 Cultural Models 124
        
        5.4.1 Lessons from the Field 127
        
        5.5 Appropriation and Appropriateness 128
        
        5.6 Stereotypes and Generalizations 131
        
        5.6.1 Case Study: Curries, Cereal, and Masturbation 132
        
        5.7 Concepts and Metaphors 134
        
        5.8 Never-ending Stories 137
      - III. About Face 143
        
        6 Cutting Copy 145
        
        6.1 Clarity and Reusability 145
        
        6.2 Refining Affinity and Tone 147
        
        6.3 Dialects and Variations 148
        
        6.4 Building a Global Content Strategy 149
        
        6.5 Translation and Transcreation 150
        
        6.5.1 Keep the Flow: Spice Up the Show 150
        
        6.6 International SEO 151
        
        6.7 Controlled Language and Machine Translation 153
        
        7 Global Designs 155
        
        7.1 Cultural Aesthetics 156
        
        7.1.1 Design and Belief 160
        
        7.1.2 Semiotics and the Stroop Effect 161
        
        7.2 Indigenous User Interfaces 163
        
        7.2.1 Galapagos and Sushi: Japanese Web Design 165
        
        7.3 Gender and UX 165
        
        7.3.1 Gender Disparity in the UX Industry 169
        
        7.4 Scripts and Keyboards 172
        
        7.4.1 Arabic Script 175
        
        7.4.2 Lessons From the Field: Minority Languages 177
        
        7.5 Internationalization Requirements 177
        
        7.5.2 Controls 178
        
        7.5.3 Currencies and Number Handling 178
        
        7.5.1 Sorting Issues 178
        
        7.5.4 Calendars 179
        
        7.5.5 Postal Addresses 180
        
        7.6 Cross-Cultural Usability 180
        
        7.6.1 Conventional Usability Issues 181
        
        7.7 Virtual Realities 186
        
        7.7.2 Context-Awareness 187
        
        7.7.1 Content Delivery and Communication 187
        
        7.7.3 Voice-Recognition Environments 188
        
        7.7.5 Real-Time Localization 189
        
        7.7.4 Guidance 189
        
        7.7.6 E-Health 190
        
        7.7.7 E-Learning and E-Training 191
        
        8 A Thousand Pictures 195
        
        8.1 Gestures and Inputs 195
        
        8.2 Cognition and Cues 199
        
        8.3 Typesetting and Typography 202
        
        8.4 Color Schemes 205
        
        8.5 Iconography and Imagery 211
        
        8.6 Resolutions and Devices 217
        
        8.7 Personas and Characters 220
        
        8.7.1 Gamification 223
        
        8.7.2 Case Study: Decisions on Subscriptions 224
        
        Conclusion: Spirits in a Digital World 227
        
        References 229
        
        Index 241
        
        Back Cover 245

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Afiljacja autora

Alberto Ferreira: UX Researcher and Consultant

Building Multicultural User Experience

Opis

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