Designing for the world: How to achieve culturally attuned UX
In a world where fundamental usability guidelines are universally applicable, cultural details and nuances – from reading patterns to language intricacies – can impact the effectiveness of your product’s UX. The key to a successful product is not only to standardize but to empathize and adapt to the cultural and linguistic subtleties of your demographic reach.
Imagine this: you’re trying to grow your company by dipping your toes into a global market. Your plan is to launch your products in the Middle East and East Asia. However, you find that your websites end up not performing as well as they do in the North American domestic market. What may be causing your failure is your lack of understanding surrounding your demographic profile, especially in the digital space, ultimately inhibiting you from resonating with these diverse user groups. An immediate solution to this would usually be translating content into local languages – but, as you likely guessed, it’s more than just that. The most effective UX designs are those that are culturally attuned.
The secret to unlocking effective user experiences lies in blending language localization with cultural understanding. To achieve this, companies must move beyond mere translation and surface-level references. Instead, product leaders must integrate linguistic contexts and cultural dimensions into their UX. This goal goes beyond just enhancing and improving user satisfaction; it’s a strategic move to build lasting global reach.
Where in the world do I start (literally)?
According to Nielsen Norman Group, there are two adaptation approaches when it comes to launching digital products with cross-cultural audiences:
- Translating the user interface language depending on the target audience. The presentation of the product remains the same with only the language being different.
- Localizing the digital product to be culturally relevant to the target audience. This includes changes to visual presentation, use of color, content strategy, or user interface elements.
We can think of these two approaches as two ends of a spectrum. Most companies who are seeking to be more globally recognized will aim to fall at a point in this spectrum that is both affordable and feasible. This means that we need to ensure that UI copy is not only translatable but also localizable by choosing culturally significant colors, being mindful of image choices, and considering the preferred technologies in different countries.
Regardless of where a UX design solution falls on this spectrum, it’s crucial to maintain a thoughtful balance between language adaptability and cultural sensitivity, ensuring that the product, in whatever shape or form, resonates universally while honoring local nuances.
About the Author
Vivian Zheng
Vivian is a Behavioural Product Designer and the UX Lead at The Decision Lab. She is passionate about combining behavioural science and design with UX practices to best represent the users and guide them empathetically to their end goal. Vivian graduated from Ryerson University with a Bachelor’s in Business Management-Human Resources.
About us
We are the leading applied research & innovation consultancy
Our insights are leveraged by the most ambitious organizations
“
I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN PROJECT
OUR CLIENT SUCCESS
$0M
Annual Revenue Increase
By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.
0%
Increase in Monthly Users
By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.
0%
Reduction In Design Time
By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.
0%
Reduction in Client Drop-Off
By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%
