I guess I'm old because I remember when designing a new user interface or a new product was fairly simple. When we thought about the target users, we only thought about our own country or our own culture.
Those days are long gone... and that's probably a really good thing. I can't think of a project we've been involved in over the past few years when it was that simple. Whether it be bouncing around the globe to study heavy machine users, thinking about emerging markets in India or China for medical devices, or just thinking about the particular preferences of Latino users for a new site or app, cross-cultural UX seems to be everywhere.
s why we're really excited to have
UX Culture Works
as part of the extended BE team. Eric has a long history of great UX work, but his particular passion has always been understanding other cultures.
He doesn't just speak other languages. He's lived in other countries, is a student of other cultures, and has made his professional mark by bringing this deep cross-cultural perspective to the field of UX. If you ever need any help thinking about cross-cultural UX,
let us know
and we'll point Eric in your direction.