GLOBAL CONTEXT

The world is flat, while regions are all different.

In my past experience, I have designed for different user groups in the United States, Canada, South East Asia and China.
Coherently, all the projects are related to the theme of globalization and localization.

GLOBAL-LOCAL MINDSET

What UX can bring is a dual mindset having both a local view of users and a global view of business.

3 Stages of Global-local Mindset

Globalization is hard, because it is always challenging to plan and innovate a product without the local context. Having a “global” mindset is the key to the success while most of people do not notice.

• 1ST STAGE:

  Pretend the world is the same, and globalization is only the wording translation

• 2ND STAGE:

  Understand the cultures are different and want to prioritize local experience; however, do not understand the global context of the business

• 3RD STAGE:

  Have both local view of users and global view of business

Global-local UX Strategy Process

This is where UX brings value to the business, and why UX team should be one of the founding teams during global expansion.

1. Understand your biz framework and global expansion plan

2. Understand your local users, then map them with your business

3. Understand your local industry workflow and roles

4. Map the flows based on different perspectives (brands, platforms, users)

5. Understand that the biz units/products within the same region might be in different stages (starting, developing, expanding, mature)

6. Zoom in: curate product/biz specific UX for one business unit

7. Zoom out: bridge products to create cross-biz opportunities

GLOBALIZATION HIERARCHY

5 Levels of Globalization

• 5TH LEVEL: INDEPENDENT

  Highly focus on local market and run business independently

• 4TH LEVEL: LOCAL PRODUCT

  Design local products for the local markets, while still keep connections with HQ products

• 3RD LEVEL: LOCAL MARKETING

  Have region-specific sites run by local marketing team; however, cannot change the product and info-structure

• 2ND LEVEL: LOCAL RESOURCE

  Start to understand local market and acquire resources through business development

• 1ST LEVEL: ORGANIC

  No maintenance, everything is run by algorithm

TEAM BUILDING

Hire talents who have the global mindset, then build a small but full-functional team.