how do asian and western websites differ, and why? recent findings in experimental psychology...
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How do Asian and Western websites differ,
and why?Jason Buhle, PhD
Hannah Faye Chua, PhD
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We’re Hiring!Who Are We?
Senior Qualitative Researcher→SF, Portland, LA→
Resource Manager→SF, Dallas→
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Keep It Simple
https://www.enterprise.com/ http://www.lingscars.com/
This… …not this
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Keep It Simple
http://www.apple.com/watch/buy/ http://www.arngren.net
This… …not this
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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
list of characteristics, from randomwireDense tightly packed textTiny low-quality imagesMore columns than you can countBright clashing colors and flashing banners
Also, point out:many linkshighly graphical text
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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/
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The Contenders: Existing Theories
Maturity Bandwidth Language
Assurance Landscape
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Via WayBack Machine
Yahoo, 1999 Yahoo, 2016
Maturity
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MaturityThe Argument
→ Asian Sites Are Immature ❌ Asian TechnologyYahoo, U.S., 1999
But…
PPOMPPU, South Korea, 2016
http://www.ppomppu.co.kr/Via WayBack Machine
also mention gap here
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Bandwidth
The Asian Internet Is Faster
The Asian Internet Is Slower
Akamai The Trend Is in the Wrong Direction
Asia
U.S.
Asia
Asia
Asia
The Argument But…
→ ❌
❌Asia
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Language
Writing DensityPartially
Logographic Systems, Alphabets,
& Abugidas
Capitalization and Italicization
More Text, Not Less
❌ Limited on Western Sites
I do not speak Chinese
http://www.qq.com/ (China)
→ ❌
❌
→ฉันไม่พูดภาษาไทย
나는 한국어를 못하는I do not speak Korean
I do not speak Thai
The Argument But…
http://www.jd.com/ (China)https://www.amazon.com/ (U.S.)
First line of translated text is Simplified Chinese
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Assurance
Hesitant to Accept Claims
Non-Informational Content
❌ Information per Page
http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan)
http://www.goo.ne.jp/ (Japanese news site)
→ ❌
The Argument But…
http://www.jd.com/ (China)Wang et al., 2012
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Landscape
Complexity of Urban Landscape
Correlation ≠
Causation
Tokyo
Along the River During the Qingming Festival
Hong KongSeoulHuang & Park, 2013
Llyn Peris and Dolbadarn CastleMasuda et al., 2008
Japan Los Angeles
→ ❌
The Argument But…
Along the River During the Qingming Festival. The painting is considered to be the most renowned work among all Chinese paintings, and it has been called "China's Mona Lisa.” Original is from ~1100 BCE. This remake is from 1736-1737.
Llyn Peris and Dolbadarn Castle. ca. 1762. Richard Wilson. National Museum of Wales. was described in the Welsh Academy Encyclopedia of Wales as the "most distinguished painter Wales has ever produced and the first to appreciate the aesthetic possibilities of his country”. he was the first major British painter to concentrate on landscape.
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Why Are Asian and Western Websites So Different?
Maturity Bandwidth Language
Assurance Landscape
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“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 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.”
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Cognitive Processing Tendencies
Attention Context Information
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Attention
Masuda & Nisbett, 2001
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Attention
Chua, Boland, & Nisbett, 2005
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Attention
https://www.renttherunway.com/ http://www.rakuten.co.jp/ (Japan)
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Context
Ji, Peng, & Nisbett, 2000
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Context
Morris & Peng, 1994
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Context
http://www.appledaily.com.tw/ (Taiwanese news site)
“A clear implication of these findings for web site design is that Asian users see the contextual elements as being useful pieces of information that they can use to interpret he meaning of a more central message or interactive element. By contrast, the same contextual information is likely to seem superfluous or even distracting peripheral to the Western user.”
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Information
Choi et al., 2003
“A graduate student murdered a professor”
Ji et al., 2008
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Information
Wang et al., 2012 Li et al., 2014
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Information
https://tw.yahoo.com/ (Taiwan)
Those who can, do… …and those who can’t, don’t?
https://us.yahoo.com/ (USA)
Information
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Is This Genetic?
Senzaki et al., 2014
❌ 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.”
Gra
de 1
Canada
Gra
de 4
Japan
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Then Where Does It Come From?
Culture reinforces itself But where did it all begin?
? Social Structure
? Philosophy
? Agriculture
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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)
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Thank you!Jason Buhle, PhD
UX Researcher [email protected]
Hannah Faye Chua, PhD Lead UX Researcher [email protected]
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The Most Popular Sites in the USA, 2002
http://www.aol.com via WayBack Machine http://www.msn.com/ via WayBack Machine
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Like It’s 1999
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Design in the U.S. Has Matured
Yahoo, 1999 Yahoo, 2016
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http://www.nifty.com/ (Japan)
https://www.renttherunway.com/
http://www.appledaily.com.tw/ (Taiwanese news site)
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Maturity
For Against
✓ ❌
✓
Language Barriers
Inherently Conservative
✓Internet Restrictions
The Gap Is Too Big
❌ And Why Just the Web?