How do Asian and Western websites differ, and why? (Presentation given at SoCal UX Camp 2016)
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Transcript of How do Asian and Western websites differ, and why? (Presentation given at SoCal UX Camp 2016)
Jason Buhle, PhD @jasonbuhle
How do Asian and Western websites differ,
and why?Jason Buhle, PhD
Hannah Faye Chua, PhD
Jason Buhle, PhD @jasonbuhle
AnswerLab is Hiring!
Senior or Mid-level Qualitative Researcher→San Francisco
or anywhere on the West Coast→
Jason Buhle, PhD @jasonbuhle
Keep It Simple
https://www.enterprise.com/ http://www.lingscars.com/
This… …not this
Jason Buhle, PhD @jasonbuhle
Keep It Simple
http://www.apple.com/watch/buy/ http://www.arngren.net
This… …not this
Jason Buhle, PhD @jasonbuhle
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
Jason Buhle, PhD @jasonbuhle
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
Jason Buhle, PhD @jasonbuhle
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
Jason Buhle, PhD @jasonbuhle
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
Jason Buhle, PhD @jasonbuhle
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/
Jason Buhle, PhD @jasonbuhle
The Contenders: Existing Theories
Maturity Bandwidth Language
Assurance Landscape
Jason Buhle, PhD @jasonbuhle
MaturityThe Argument
→ Asian Sites Are Immature
Yahoo, U.S., 1999 PPOMPPU, South Korea, 2016
http://www.ppomppu.co.kr/Via WayBack Machine
Jason Buhle, PhD @jasonbuhle
MaturityThe Argument
→ Asian Sites Are Immature ❌ Asian Technology
But…
Jason Buhle, PhD @jasonbuhle
MaturityThe Argument
→ Asian Sites Are Immature ❌ Asian Technology
But…
Jason Buhle, PhD @jasonbuhle
MaturityThe Argument
→ Asian Sites Are Immature ❌ Asian Technology
But…
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
The Argument
→
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
Akamai
The Argument
→
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
Akamai
Asia
The Argument
→
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
Akamai
Asia
U.S.
The Argument
→
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
The Asian Internet Is Also
Slower
Akamai
Asia
U.S.
The Argument But…
→ ❌
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
The Asian Internet Is Also
Slower
Akamai
Asia
U.S.
Asia
Asia
Asia
The Argument But…
→ ❌
Asia
Asia
Jason Buhle, PhD @jasonbuhle
Bandwidth
The Asian Internet Is Faster
The Asian Internet Is Also
Slower
The Trend Is in the Wrong Direction
The Argument But…
→ ❌
❌
Jason Buhle, PhD @jasonbuhle
Language
Writing Density
I do not speak Chinese
→The Argument
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& AbugidasI do not speak Chinese
→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& AbugidasI do not speak Chinese
→ ❌
ฉันไม่พูดภาษาไทย
나는 한국어를 못하는I do not speak Korean
I do not speak Thai
The Argument But…
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& 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…
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
More Text, Not Less
http://www.qq.com/ (China)
→ ❌
❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
→ ❌
❌
→
The Argument But…
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
→ ❌
❌
→
The Argument But…
http://www.jd.com/ (China)
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
→ ❌
❌
→
The Argument But…
http://www.jd.com/ (China)
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
❌ Limited on Western Sites
→ ❌
❌
→
The Argument But…
http://www.jd.com/ (China)
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
❌ Limited on Western Sites
→ ❌
❌
→
The Argument But…
https://www.amazon.com/ (U.S.)
Jason Buhle, PhD @jasonbuhle
Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
❌ Limited on Western Sites
→ ❌
❌
→
The Argument But…
https://www.amazon.com/ (U.S.)
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan)
→The Argument
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan)
→The Argument
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
Non-Informational Content
http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan)
→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
Non-Informational Content
http://www.goo.ne.jp/ (Japanese news site)
→ ❌
The Argument But…
http://www.jd.com/ (China)
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
Non-Informational Content
❌ Information per Pagehttp://www.goo.ne.jp/ (Japanese news site)
→ ❌
The Argument But…
http://www.jd.com/ (China)
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
Non-Informational Content
❌ Information per Page
→ ❌
The Argument But…
Wang et al., 2012
Jason Buhle, PhD @jasonbuhle
Assurance
Hesitant to Accept Claims
Non-Informational Content
❌ Information per Page
→ ❌
The Argument But…
Wang et al., 2012
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape→
The Argument
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Tokyo Hong KongSeoul
→The Argument
Miyamoto et al., 2006
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Correlation ≠
Causation
Tokyo Hong KongSeoul
→ ❌
The Argument But…
Miyamoto et al., 2006
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Correlation ≠
CausationAlong the River During the Qingming Festival→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Correlation ≠
CausationAlong the River During the Qingming Festival
Masuda et al., 2008
→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Correlation ≠
CausationAlong the River During the Qingming Festival
Llyn Peris and Dolbadarn CastleMasuda et al., 2008
→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Landscape
Complexity of Urban Landscape
Correlation ≠
Causation
Huang & Park, 2013
Japan Los Angeles
→ ❌
The Argument But…
Jason Buhle, PhD @jasonbuhle
Why Are Asian and Western Websites So Different?
Maturity Bandwidth Language
Assurance Landscape
Jason Buhle, PhD @jasonbuhle
“You know, the difference between you and me is that I think the world is a
circle, and you think it’s a line.”
Richard E. Nisbett, PhD
Jason Buhle, PhD @jasonbuhle
“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….”
Richard E. Nisbett, PhD
Jason Buhle, PhD @jasonbuhle
Cognitive Processing Tendencies
Attention Context Information
Jason Buhle, PhD @jasonbuhle
Attention
https://www.renttherunway.com/ http://www.rakuten.co.jp/ (Japan)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Context
http://www.appledaily.com.tw/ (Taiwanese news site)
Jason Buhle, PhD @jasonbuhle
Information
Choi et al., 2003
“A graduate student murdered a professor”
Jason Buhle, PhD @jasonbuhle
Information
Choi et al., 2003
“A graduate student murdered a professor”
Ji et al., 2008
Jason Buhle, PhD @jasonbuhle
Information
https://tw.yahoo.com/ (Taiwan)
Information
Jason Buhle, PhD @jasonbuhle
Information
https://tw.yahoo.com/ (Taiwan) https://us.yahoo.com/ (USA)
Information
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
❌ Move Countries
❌ Asian American
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
❌ Move Countries
❌ Asian American
❌ Child Development
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
Senzaki et al., 2014
❌ Move Countries
❌ Asian American
❌ Child DevelopmentD
raw
ings
Col
lage
s
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
Senzaki et al., 2014
❌ Move Countries
❌ Asian American
❌ Child DevelopmentD
raw
ings
Canada
Col
lage
s
Japan
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
Senzaki et al., 2014
❌ Move Countries
❌ Asian American
❌ Child DevelopmentD
raw
ings
Canada
Col
lage
s
Japan
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
Senzaki et al., 2014
❌ Move Countries
❌ Asian American
❌ Child DevelopmentD
raw
ings
Canada
Col
lage
s
Japan
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
Senzaki et al., 2014
❌ Move Countries
❌ Asian American
❌ Child Development
❌ Induction
Dra
win
gs
Canada
Col
lage
s
Japan
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
❌ Move Countries
❌ Asian American
❌ Child Development
❌ Induction
Hong & Morris, 2000
Jason Buhle, PhD @jasonbuhle
Is This Nature or Nurture?
❌ Move Countries
❌ Asian American
❌ Child Development
❌ Induction
Hong & Morris, 2000
Peng & Knowles, 2003
“Recall an experience you had that made your identity as
an American [Asian] apparent to you.”
Jason Buhle, PhD @jasonbuhle
Then Where Does It Come From?
Culture reinforces itself
Jason Buhle, PhD @jasonbuhle
Then Where Does It Come From?
Culture reinforces itself But where did it all begin?
Jason Buhle, PhD @jasonbuhle
Then Where Does It Come From?
Culture reinforces itself But where did it all begin?
? Social Structure
Jason Buhle, PhD @jasonbuhle
Then Where Does It Come From?
Culture reinforces itself But where did it all begin?
? Social Structure
? Philosophy
Jason Buhle, PhD @jasonbuhle
Then Where Does It Come From?
Culture reinforces itself But where did it all begin?
? Social Structure
? Philosophy
? Food Acquisition
Jason Buhle, PhD @jasonbuhle
So What Does This Mean for Me?
✓ Guidelines Are Just Guidelines
Jason Buhle, PhD @jasonbuhle
So What Does This Mean for Me?
✓✓
Guidelines Are Just Guidelines
Do the Research
Jason Buhle, PhD @jasonbuhle
So What Does This Mean for Me?
✓✓
Guidelines Are Just Guidelines
Do the Research
✓ Respect Your Users
Jason Buhle, PhD @jasonbuhle
So What Does This Mean for Me?
✓✓
Guidelines Are Just Guidelines
Do the Research
✓ Respect Your Users
✓ Build Flexible Templates https://tw.yahoo.com/ (Taiwan) https://us.yahoo.com/ (USA)
Jason Buhle, PhD @jasonbuhle
Thank you!Jason Buhle, PhD
UX Researcher [email protected]
Hannah Faye Chua, PhD Lead UX Researcher [email protected]
