39. Cross-Cultural UX Research (feat. Feifei Liu, International UX Researcher)

Expanding into global markets is a key priority for companies in today's interconnected world. While many companies rely on translations for their digital platforms, this is just one aspect of effective global expansion. In this episode, we're joined by Feifei Liu, International UX Researcher at NN/g. She discusses the importance of cross-cultural research and its role in helping organizations effectively expand into international markets while honoring cultural values and practices.
⁠Learn more about Feifei Liu⁠: / feifei-liu
NN/g Articles & Training Courses
Modify Your Design For Global Audiences: Cross Cultural UX Design: www.nngroup.com/articles/cros...
International Usability Testing: Why You Need It?: www.nngroup.com/articles/why-...
Cultural Differences in User Research Facilitation: www.nngroup.com/videos/cultur...
Translate User-Generated Content For Global Audiences: www.nngroup.com/articles/tran...
4 Ways to Support International Purchasers: www.nngroup.com/videos/suppor...
6 Tips for Improving Language Switchers on Ecommerce Sites: www.nngroup.com/videos/langua...
Other Resources
Hofstede’s Cultural Dimensions Theory: www.mhprofessional.com/cultur...
Chapters:
0:00 - 1:14 Intro
1:15 - 6:56 Cross-cultural UX research: What is it?
6:57 - 9:45 Importance of cross-cultural UX research
9:46 - 13:06 Factors designers and researchers need to consider when creating cross-cultural designs
13:07 - 15:33 Example of a localized design (Australian pharmacy website)
15:34 - 18:41 Developing a cultural lens
18:42 - 25:19 Facilitating cross-cultural UX research
25:19 - end Keeping up with cultural trends

[@khapr000]

Cross-cultural is most interesting topic! Please keep them coming!

[@NNgroup]

We're glad you find it interesting! We have more insights about cross-cultural research on our website. Feel free to check out this article: www.nngroup.com/articles/crosscultural-design/

[@Anastasia-bi4so]

Would appreciate seeing more case studies on this topic! For example, how companies go to new markets and adjust their products UX-wise and what they do to be competitive. The video is nice and pleasing to watch, but a bit basic (for instance, hire a translator, reassure users, translated website is not as trustworthy as localised).