Global Audiences Panel
Consumption Echelons
– Communication – Emerging countries
– ecommerce – Enlish speaking/France
– entertainment – Asia, North American
“one size fits all” vs localization
– localize means more than translation
ex. traditional English design includes lots of white space, heading, etc
– Chinese would see that as inefficient design
Companies doing well with localization – British Airways, Nokia (#1 in India)
– deal only with own brand
– be mindful of customs and alienating your local office
Branding – when you put a brand online, it’s global
– companies are not looking at intl behaviors and what are the natural areas that they will grow into
– a refletcion of products
– selling products with the goals for indiv users
– ikea is a good example of good global branding (logo)
Small companies should think of mobile and small site compatibility
– accessibility
“it depends” is the mantra – something for one brand may not be the best choice for another
– think of the message and communication strategy before a hand
Use plain language
– Kathy Sierra’s panel
– harder in global aren, but still important
Scalability
– create a global plan
– but prepare for local
The US is falling behind
– how do we design when we dont know the tech
– have to hire local staff- not outsourced
– formal communication plans with regional affiliates
– if you cant get a regional person, find a local (your town) contact from that region
– user feedback from region is valuable too
Joi Podgorny 