how do asian and western websites differ, and why? recent findings in experimental psychology...

Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org

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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

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

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.”

Canada

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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 jasonbuhle@gmail.com

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

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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

#UXPA2016Via WayBack Machine

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)

#UXPA2016

Maturity

For Against

✓ ❌

Language Barriers

Inherently Conservative

✓Internet Restrictions

The Gap Is Too Big

❌ And Why Just the Web?

how do asian and western websites differ, and why? recent findings in experimental psychology...

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