Practical advice on planning and conducting global research: where, how, and what to look for.
Gone are the days when the products we designed were confined to one national market. In this highly connected world, understanding the subtle differences between people from diverse cultures and backgrounds has become vital in allowing us to optimise our designs to meet the often quite different expectations of users.
There is a preconception that international user research is a daunting task, owing to its inherent uncertainty and complexity. In this book, Chui Chui debunks this myth and provides practical advice on where to start, what to do and what to look for when conducting international research. The book provides invaluable insights into how to optimise business strategies for global markets, and will help you improve your designs by understanding international users better.
Who should read this book?
This book is for anyone responsible for creating products or services for global audiences: digital and physical product designers, user experience practitioners, developers, product owners and project managers; as well as those interested in cultural studies.
Part 1: Why we need to do international research
A summary dispelling the myths of international research, exploring the benefits it can provide, its importance, and how it can improve your designs.
Part 2: Where to conduct research
A guide offering three approaches to help group global markets, allowing you to better choose where to conduct your international user research in order to maximize its benefit.
Part 3: Ways to understand local users
Research methods that you can immediately implement to better understand your international users, taking into account your project budget, timescale, and research objectives.
Part 4: What to look for when understanding international users
Practical tips on what to concentrate on when conducting international user research, ensuring you get the most value from each session and don’t waste time, regardless of constraints.
Part 5: How to implement your research findings
How to bring your research findings together and, most importantly, how to act on them.