Global UX, 1st Edition

Design and Research in a Connected World

Global UX, 1st Edition,Whitney Quesenbery,Daniel Szuc,ISBN9780123785916


Morgan Kaufmann




235 X 191

The first practical guide that shows how to design products for the global market!

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Key Features

*Covers practical user experience best practices for the global environment

*Features numerous, global, real-world examples, based on interviews with over 60 UX managers and practitioners from around the world

*Contains case studies and vignettes from user research and design projects for multinational companies and small start-ups


GLOBAL UX: Design and Research in a Connected World discusses how user experience (UX) practice is changing and how practitioners and teams around the world are creating great user experiences for a global context. The book is based on interviews with practitioners from many countries, working on different types of projects. It looks behind the scenes at what it takes to create a user experience that can work across borders, cultures, and languages. The book begins with a quick look at the world outside of UX. This includes the external forces of change and globalization as well as an overview of how culture affects designers and the UX of products. It considers what global UX means for an individual practitioner, a company, and teams. It then turns to the details of global UX with the process and practice of research in the field; how information is brought home and shared with colleagues; and how it is applied in design. The final chapter presents some thoughts about how to deliver value both to projects and the users of finished products.


User experience designers, usability engineers, information architects, other human-computer interaction professionals, and students of human-computer interaction, software engineering managers, project and program managers, product and market managers, technical support and IT managers

Whitney Quesenbery

Whitney is a user experience researcher and usability expert with a passion for clear communication. Her projects include work for the National Cancer Institute (US), The Open University (UK) and IEEE (worldwide). She enjoys learning about people and using those insights to products where people matter. Pursuing her interest in the usability of civic life, she has served on two US government advisory committees: updating US “Section 508” accessibility regulations and creating standards US elections. She was president of the Usability Professionals’ Association (UPA) International, on the board of the Center for Plain Language, and is a Fellow of the Society for Technical Communications. Whitney is the author, with Kevin Brooks of Storytelling for User Experience: Crafting stories for better design (Rosenfeld Media, 2010). She’s also proud that her chapter “Dimensions of Usability” in Content and Complexity turns up on so many course reading lists.

Affiliations and Expertise

Principal, WQusability

Daniel Szuc

Daniel is Principal Consultant at Apogee, a usability consulting Services Company based in Hong Kong. Dan previously worked on a usability team for Telstra Australia. He is currently VP of the International UPA (Usability Professionals’ Association) and has lectured about UX in Hong Kong, China, Singapore, Malaysia, Australia, the USA, Israel, New Zealand, and Japan He co-wrote a “Usability Kit” with Gerry Gaffney which is an implementation guide providing best practices and guidelines for usability teams. Dan holds a BS in Information Management from Melbourne University in Australia. Currently lives in Hong Kong

Affiliations and Expertise

Principal, Apogee Usability Asia Ltd

Global UX, 1st Edition



About the Authors


Chapter 1 The Start of the Journey

This Book Is about People

Charting the Territory

A Passion for User Experience

A Global UX Toolkit

Global UX Perspectives

Innovation from Everywhere

Moving Into the Future

A Map of the Journey

Chapter 2 It’s a New World

The World Is Smaller ... and Larger

Population Matters

The Internet Is Flat

Companies Are Changing

Being Global

Changing Relationships

Developing Local Talent

Multidirectional Influences

Appreciating Local Talent

New Relationships in Asia

We Are More Connected

UX and the Network

Global Connections and Local Connections

We Are More Mobile

Building Connections

Being a Global Person

Innovation Happens Everywhere

National Innovation Projects

UX Growth

New Ways of Innovating in New Markets

New Models for Open Innovation

Thinking Globally Is also Thinking Locally

Thinking Globally

Thinking Locally

Chapter 3 Culture and UX

Delving into Culture

Culture We Share

A Deep Layer

Nationality and Culture

Technology and Culture

Companies and Culture

UX and Layers of Culture

Finding Difference and Sameness

Relevant Differences

The Question of Hofstede

Language and Culture

Communication and Context

Cultures and Communication Styles

Nuances of Meaning

Chapter 4 Building Your Cultural Awareness

Thinking Globally Is a State of Mind

Being Open to Others

Cross-Cultural Experiences on Every Corner

Lab, Office, and Tourist Spots

A Journey outside of Ourselves

Taking Time

Following Local Customs

Learning the Language (at least a little)

Finding Cultural Proxies (if you can’t travel)

Be Genuine .... and Adapt

Digging into Understanding

Being Human

Adapting Your Own Behavior

Seeing Yourself Differently

Chapter 5 Global Companies and Global Strategy

Organizations Have Cultures, Too

Organizational Cultures Are All Different

Four Global Product Strategies

HQ and the Regions

The View Outside of Headquarters

Maintaining a Global Brand

Global Partnerships

Two Sides to Outsourcing

Adapting UX Practices for Off-Shore Work

Changing Attitudes

UX in the Organization

Managing Global UX Teams

UX as a Change Agent

Managing Corporate Politics

UX Can Make a Difference

Choosing to Be Local

Chapter 6 Effective Global Teams

Organizing a Global UX Team

Central UX Groups

Global Offices for Functional Groups

Face Time for Virtual Teams

Working Globally

Dealing with Distance

Collaboration across Distance

Sharing the Time-Zone Pain

In the Same Place . for Key Moments

Distance Collaboration

Supporting Collaboration and Innovation

Global Teams and Diversity

Cross-Cultural Communication

Making Everyone Part of the Conversation

Workspaces that Support Collaboration

People as Cultural Bridges

Building UX and Cross-Cultural Knowledge

Keeping UX Knowledge Fresh

Local Community

Global Community

Global, Cultural Knowledge

Chapter 7 Research in the Field

Setting Research Goals

Global Research Goals

Time in the Field

Planning a Global Research Project

When, and Why, to Travel

Schedule and Number of Participants

Time for Local Logistics

Time for Analysis

Time for Discovery

Choosing UX Techniques for Global Research

Multiple Questions, Multiple Methods

Users in Their Own Environment

Other Research Sources

But Not Focus Groups

Remote Methods

Choosing the Team

People Outside of UX

Local Partners

Preparing for the Field

Local Resources

Getting the Team Ready

Being in the Field

Pace Yourself

Other Experiences

Working Effectively with Participants


Language Matters


Chapter 8 Bringing It Home

Coming to Conclusions

Analysis with the Whole Team

Debriefing as You Go

Analysis Over Distance

Creating a Richer Picture

Immersive Reporting

Connect to the Research

Telling the Story

Stories through Photographs

Stories with Video

Stories through Sketches

Acting Out the Story

Stories through Personas

Carrying the Conversation Forward

A Broader Conversation

Chapter 9 Design for a Global Audience

Plan for Globalization

Research Homework

Build In Globalization from the Start

Cultural Audits

Content Strategy

Decide on Your Strategy

Managing a Global Brand

One Product, with Minor Localization

Locally Controlled Products

A Global Template with Local Variations

Getting the Language Right

Language: A First Step in Localization

Legal Requirements

Beyond “Just Translating the Words”

A Good Local Experience

Global Products Adapt to Local Needs

Fit into the Local Environment

Design from Your Roots

Chapter 10 Delivering Value

Build Bridges

Lead by Example

Create Value


Contributor Biographies


Quotes and reviews

"If you work in a global team (or wish you did) -- or if your product or service goes outside your country (or you wish it did) -- you need this book. Hear the voices of 65 user experience practitioners who live and work globally. Whitney Quesenbery and Dan Szuc have taken these stories and wrapped them into fascinating and compelling insights about global work today." --  Janice (Ginny) Redish, author of Letting Go of the Words -- Writing Web Content that Works

"Your guidebook to becoming a design hero by applying the distilled wisdom from successful global UX teams: Gain strength from diversity, collaborate at a global scale, learn the local culture and then create value." -- Ben Shneiderman, University of Maryland

"In these pages the reader quickly gains an understanding of the intricacies, importance and excitement in global UX.  Whitney Quesenbery and Daniel Szuc have delivered a fabulous mix of experienced global voices that we all can take on the challenging and rewarding journey of (literally) making the world a little easier, a little safer, and little more fun." -- Robert M. Schumacher, Ph.D., Managing Director, User Centric, Inc.

"For designers and software architects, this volume on user interface design provides a discussion of practical and theoretical concerns surrounding the development of user experiences in computer software. Not designed to provide coding specifics, and language and platform agnostic, the work looks at key features of interface design from the generalized perspective of software design, development, and production. Topics discussed include culture and user interface design, strategies for global companies and products, field research, and planning for globalization."--Reference and Research Book News, Inc.


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