How do Asian and Western websites differ, and why? (Presentation given at SoCal UX Camp 2016)

Jason Buhle, PhD @jasonbuhle

jbuhle@answerlab.com

How do Asian and Western websites differ,

and why?Jason Buhle, PhD

Hannah Faye Chua, PhD

Who Are We?

AnswerLab is Hiring!

Senior or Mid-level Qualitative Researcher→San Francisco

or anywhere on the West Coast→

Keep It Simple

https://www.enterprise.com/

This…

Keep It Simple

https://www.enterprise.com/ http://www.lingscars.com/

This… …not this

Keep It Simple

http://www.apple.com/watch/buy/

This…

Keep It Simple

http://www.apple.com/watch/buy/ http://www.arngren.net

This… …not this

But Not Everywhere Keeps It Simple

http://www.qq.com/ http://www.rakuten.co.jp/ http://www.daum.net/

China News

South Korea Portal

Japan E-Commerce

China News

South Korea Portal

Japan E-Commerce

China News

South Korea Portal

Japan E-Commerce

China News

South Korea Portal

Japan E-Commerce

Why Are Asian and Western Websites So Different?

http://randomwire.com/why-japanese-web-design-is-so-different/

http://www.nytimes.com/2015/06/07/magazine/what-silicon-valley-can-learn-from-seoul.html

http://uxmastery.com/ux-design-asia-maturing/

The Contenders: Existing Theories

Maturity Bandwidth Language

Assurance Landscape

Maturity

Yahoo, 2016

Maturity

Via WayBack Machine

Yahoo, 1999 Yahoo, 2016

Maturity

MaturityThe Argument

→ Asian Sites Are Immature

Yahoo, U.S., 1999 PPOMPPU, South Korea, 2016

http://www.ppomppu.co.kr/Via WayBack Machine

→ Asian Sites Are Immature ❌ Asian Technology

But…

Bandwidth

The Asian Internet Is Faster

The Argument

Bandwidth

Akamai

The Argument

Bandwidth

Akamai

The Argument

Bandwidth

Akamai

The Argument

Bandwidth

The Asian Internet Is Also

Slower

Akamai

The Argument But…

→ ❌

Bandwidth

Slower

Akamai

The Argument But…

→ ❌

Bandwidth

Slower

The Trend Is in the Wrong Direction

The Argument But…

→ ❌

Language

Writing Density→The Argument

Language

Writing Density→The Argument

Language

Writing Density

I do not speak Chinese

→The Argument

Language

Writing DensityPartially

Logographic Systems, Alphabets,

& AbugidasI do not speak Chinese

→ ❌

The Argument But…

Language

& AbugidasI do not speak Chinese

→ ❌

ฉันไม่พูดภาษาไทย

나는 한국어를 못하는I do not speak Korean

I do not speak Thai

The Argument But…

Language

& Abugidas

More Text, Not Less

I do not speak Chinese

→ ❌

❌ฉันไม่พูดภาษาไทย

나는 한국어를 못하는I do not speak Korean

I do not speak Thai

The Argument But…

Language

& Abugidas

More Text, Not Less

http://www.qq.com/ (China)

→ ❌

The Argument But…

Language

& Abugidas

Capitalization and Italicization

More Text, Not Less

→ ❌

The Argument But…

Language

& Abugidas

More Text, Not Less

→ ❌

The Argument But…

http://www.jd.com/ (China)

Language

& Abugidas

More Text, Not Less

→ ❌

The Argument But…

Language

& Abugidas

More Text, Not Less

❌ Limited on Western Sites

→ ❌

The Argument But…

Language

& Abugidas

More Text, Not Less

→ ❌

The Argument But…

https://www.amazon.com/ (U.S.)

Language

& Abugidas

More Text, Not Less

→ ❌

The Argument But…

https://www.amazon.com/ (U.S.)

Assurance

Hesitant to Accept Claims→

The Argument

Assurance

Hesitant to Accept Claims

http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan)

→The Argument

Assurance

→The Argument

Assurance

Non-Informational Content

→ ❌

The Argument But…

Assurance

http://www.goo.ne.jp/ (Japanese news site)

→ ❌

The Argument But…

Assurance

❌ Information per Pagehttp://www.goo.ne.jp/ (Japanese news site)

→ ❌

The Argument But…

Assurance

❌ Information per Page

→ ❌

The Argument But…

Wang et al., 2012

Assurance

❌ Information per Page

→ ❌

The Argument But…

Wang et al., 2012

Landscape

Complexity of Urban Landscape→

The Argument

Landscape

Complexity of Urban Landscape

Tokyo Hong KongSeoul

→The Argument

Miyamoto et al., 2006

Landscape

Correlation ≠

Causation

Tokyo Hong KongSeoul

→ ❌

The Argument But…

Miyamoto et al., 2006

Landscape

Correlation ≠

CausationAlong the River During the Qingming Festival→ ❌

The Argument But…

Landscape

Correlation ≠

CausationAlong the River During the Qingming Festival

Masuda et al., 2008

→ ❌

The Argument But…

Landscape

Correlation ≠

CausationAlong the River During the Qingming Festival

Llyn Peris and Dolbadarn CastleMasuda et al., 2008

→ ❌

The Argument But…

Landscape

Correlation ≠

Causation

Huang & Park, 2013

Japan Los Angeles

→ ❌

The Argument But…

Maturity Bandwidth Language

Assurance Landscape

Richard E. Nisbett, PhD

“You know, the difference between you and me is that I think the world is a

circle, and you think it’s a line.”

“The Chinese...pay attention to a wide range of events; they search for relationships between things; and they think you can’t understand the part without understanding the whole. Westerners live in a simpler, more deterministic world; they focus

on salient objects or people instead of the larger picture….”

Cognitive Processing Tendencies

Attention Context Information

Attention

Masuda & Nisbett, 2001

Attention

Chua, Boland, & Nisbett, 2005

Attention

https://www.renttherunway.com/ http://www.rakuten.co.jp/ (Japan)

Context

Ji, Peng, & Nisbett, 2000

Context

Morris & Peng, 1994

Context

http://www.appledaily.com.tw/ (Taiwanese news site)

Context

Information

Choi et al., 2003

“A graduate student murdered a professor”

Information

Choi et al., 2003

“A graduate student murdered a professor”

Ji et al., 2008

Information

Wang et al., 2012

Information

Wang et al., 2012 Li et al., 2014

InformationInformation

Information

https://tw.yahoo.com/ (Taiwan)

Information

https://tw.yahoo.com/ (Taiwan) https://us.yahoo.com/ (USA)

Information

Is This Nature or Nurture?

❌ Move Countries

❌ Asian American

❌ Move Countries

❌ Asian American

❌ Child Development

Senzaki et al., 2014

❌ Move Countries

❌ Asian American

❌ Child DevelopmentD

❌ Move Countries

❌ Asian American

Canada

❌ Move Countries

❌ Asian American

Canada

❌ Move Countries

❌ Asian American

Canada

❌ Move Countries

❌ Asian American

❌ Induction

Canada

❌ Move Countries

❌ Asian American

❌ Induction

Hong & Morris, 2000

❌ Move Countries

❌ Asian American

❌ Induction

Hong & Morris, 2000

Peng & Knowles, 2003

“Recall an experience you had that made your identity as

an American [Asian] apparent to you.”

Then Where Does It Come From?

Culture reinforces itself

Culture reinforces itself But where did it all begin?

? Social Structure

? Philosophy

? Social Structure

? Philosophy

? Food Acquisition

So What Does This Mean for Me?

✓ Guidelines Are Just Guidelines

✓✓

Guidelines Are Just Guidelines

Do the Research

✓✓

Do the Research

✓ Respect Your Users

✓✓

Do the Research

✓ Respect Your Users

✓ Build Flexible Templates https://tw.yahoo.com/ (Taiwan) https://us.yahoo.com/ (USA)

Thank you!Jason Buhle, PhD

UX Researcher jasonbuhle@gmail.com

Hannah Faye Chua, PhD Lead UX Researcher hfc.work@gmail.com

How do Asian and Western websites differ, and why? (Presentation given at SoCal UX Camp 2016)

Internet

Transcript of How do Asian and Western websites differ, and why? (Presentation given at SoCal UX Camp 2016)

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