Hey “Alepsa”, Why Don’t You Understand Me? A Guide to Cross-Cultural Design
Photo by Marjan Blan | @marjanblan on Unsplash
Who remembers this SNL Skit? This scenario, while funny, highlights one of the biggest flaws in design today. While creating products and interactions, we tend to fixate on the user's needs - the hows and whats of their interaction with our creation. And rightly so, for their journey is what shapes every element of our design, from its hues to its skeletal structure. However, we often overlook another crucial viewpoint - the user's cultural heritage and background.
Imagine a user from a far-off land, one with a vastly different cultural background. What happens when we fail to consider their customs and social nuances, their ways of thinking and expression? Our digital product, as inclusive as it may be, may end up feeling foreign and uninviting to them.
So let’s explore the key concepts of cross-cultural design and make sure we move forward with awareness and appreciation for all the users our products meant to serve.
Cultural Awareness
Cultural awareness is a critical component of cross-cultural design. It involves understanding the cultural context in which your users operate and the values, beliefs, and attitudes that shape their behavior. To be culturally aware, you need to:
Conduct research: Before you start designing, it's essential to conduct thorough research on your target users. This research should include their cultural background, language, beliefs, and behaviors.
Avoid stereotypes: Don't make assumptions about a particular cultural group based on stereotypes or preconceived notions. Instead, focus on gathering objective data and insights that will inform your design decisions.
Respect cultural differences: Recognize and respect the cultural differences that exist between your target users. Avoid imposing your own cultural biases on your design decisions.
Language Matters
Language matters when you are designing a digital interface or a book. You must consider the ways people absorb information in different parts of the world:
Not every part of the world reads like westerners do; Left to Right. In some cultures they read Right - Left, while in others they read Top to Bottom.
Some languages use longer words, or compounded elements while others may use significantly less space to convey the same message. We must be aware of how we use, position and design these elements so it looks good across all platform and language use cases
Be aware of the use of jargon and slang, as those tend to be unique to its geographic and cultural position. Most of the jargons do not translate well into other languages.
Beware of Colors
Colors are not merely pigments on a canvas - they hold deep cultural significance and symbolism. In some parts of the world, a color may evoke feelings of jubilation and good fortune, while in others, it may be shrouded in taboo and sorrow.
For instance, the color red, so synonymous with love and passion in the West, represents happiness and wealth in many East Asian countries. But in certain parts of Africa, red is linked to mourning and death, so much so that the Red Cross replaced its emblematic hue with green and white.
Therefore, it's essential to understand the cultural nuances and significance of colors when choosing them for our brands, apps, and websites. We must acknowledge that colors have the power to shape perceptions and emotions, and what might be appealing in one culture may not translate the same way in another.
User Research
User research is an essential part of cross-cultural design. It involves understanding your target users' needs, behaviors, and preferences to create products and services that meet their unique requirements. To conduct effective user research, you need to:
Define your user persona: Create a detailed profile of your target users, including their demographic information, cultural background, goals, and challenges.
Conduct user interviews: Conduct interviews with users from different cultural backgrounds to gain insights into their behavior and preferences.
Analyze user data: Analyze user data from different sources, such as surveys, analytics, and user testing, to identify patterns and trends in user behavior.
Design Principles
Design principles are fundamental concepts that guide your design decisions. When designing for cross-cultural audiences, it's essential to keep in mind the following principles:
Simplicity: Keep your design simple and straightforward to ensure that it is easy to understand and use across different cultures.
Clarity: Use clear and concise language, images, and symbols to ensure that your design is easy to interpret across different cultures.
Consistency: Use consistent design elements, such as color, typography, and layout, to create a cohesive user experience.
Testing Methodologies
Testing your design with users from different cultural backgrounds is crucial to ensure that it is effective and meets their unique needs and preferences. Here are some testing methodologies to consider:
Remote testing: Conduct remote user testing using online tools to reach users from different cultural backgrounds.
In-person testing: Conduct in-person user testing in different cultural contexts to gain insights into how your design performs in different environments.
A/B testing: Conduct A/B testing to compare different design options and identify the most effective design for your target audience.
Cross-cultural design is a complex and challenging field that requires a deep understanding of different cultural backgrounds and user preferences. Be aware of the products you design and cultures you include. Remember of cultural appreciation vs. cultural appropriation.
When designing for other cultures, it's important to consider whether it's being done in a respectful and genuine way. There are many subtle factors to consider, so there's often no clear-cut answer. However, the more we learn, the better prepared we'll be to make that decision. When in doubt…Just ask!
