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Universal UX Design

Book Description

Universal UX Design: Building Multicultural User Experience provides an ideal guide as multicultural UX continues to emerge as a transdisciplinary field that, in addition to the traditional UI and corporate strategy concerns, includes socio/cultural and neurocognitive concerns that constitute one of the first steps in a truly global product strategy.

In short, multicultural UX is no longer a nice-to-have in your overall UX strategy, it is now a must-have. This practical guide teaches readers about international concerns on the development of a uniquely branded, yet culturally appealing, software end-product. With hands-on examples throughout, readers will learn how to accurately predict user behavior, optimize layout and text elements, and integrate persuasive design in layout, as well as how to determine which strategies to communicate image and content more effectively, while demystifying the psychological and sociopolitical factors associated with culture.

The book reviews the essentials of cognitive UI perception and how they are affected by socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design.



  • Teaches how to optimize design using internationalization techniques
  • Explores how to develop web and mobile internationalization frameworks
  • Presents strategies for effectively reaching a multicultural audience
  • Reviews the essentials of cognitive UI perception and the related effects of socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design

Table of Contents

  1. Cover image
  2. Title page
  3. Table of Contents
  4. Copyright
  5. Dedication
  6. About the Author
  7. Introduction
  8. Part I: Grey Matter
    1. Chapter 1. Are You Experienced?
      1. Abstract
      2. 1.1 Digital to Human Experience
      3. 1.2 Redefining Localization
      4. 1.3 Unique and Universal
      5. 1.4 Understanding Culture
      6. 1.5 Spindrifts and Undertows
      7. 1.6 The Audience Is Not Listening
      8. 1.7 Acculturation and Globalization
    2. Chapter 2. The Universal Totem Pole
      1. Abstract
      2. 2.1 Metabolism of a Digital Product
      3. 2.2 Universal and Local Design
      4. 2.3 Ergonomics and Standards
      5. 2.4 Brand Localization
      6. 2.5 Expectations and Loyalty
      7. 2.6 Aspirations and Brand Identity
      8. 2.7 Diversification and Communities
    3. Chapter 3. Across the Dashboard
      1. Abstract
      2. 3.1 Establishing a Global Product Vision
      3. 3.2 Kickstarting Corporate Change
      4. 3.3 Agile Globalization
      5. 3.4 The Role of Global Awareness
      6. 3.5 Iterative Refining
      7. 3.6 International Research
  9. Part II: Magnum Impulse
    1. Chapter 4. Worlds Within Worlds
      1. Abstract
      2. 4.1 A Global User Journey
      3. 4.2 Digital Portrait: Europe
      4. 4.3 Digital Portrait: North America
      5. 4.4 Digital Portrait: South America
      6. 4.5 Digital Portrait: Asia
      7. 4.6 Digital Portrait: Australia
      8. 4.7 Digital Portrait: Africa
      9. 4.8 Infrastructure and Trust
      10. 4.9 Customer Support and Service
      11. 4.10 Case Study: What’s in a Name?
    2. Chapter 5. Mental Manifests
      1. Abstract
      2. 5.1 Aesthetics and Cultural Imperatives
      3. 5.2 Personal Attitudes and Social Values
      4. 5.3 Persuasion and Reason
      5. 5.4 Cultural Models
      6. 5.5 Appropriation and Appropriateness
      7. 5.6 Stereotypes and Generalizations
      8. 5.7 Concepts and Metaphors
      9. 5.8 Never-ending Stories
  10. Part III: About Face
    1. Chapter 6. Cutting Copy
      1. Abstract
      2. 6.1 Clarity and Reusability
      3. 6.2 Refining Affinity and Tone
      4. 6.3 Dialects and Variations
      5. 6.4 Building a Global Content Strategy
      6. 6.5 Translation and Transcreation
      7. 6.6 International SEO
      8. 6.7 Controlled Language and Machine Translation
    2. Chapter 7. Global Designs
      1. Abstract
      2. 7.1 Cultural Aesthetics
      3. 7.2 Indigenous User Interfaces
      4. 7.3 Gender and UX
      5. 7.4 Scripts and Keyboards
      6. 7.5 Internationalization Requirements
      7. 7.6 Cross-Cultural Usability
      8. 7.7 Virtual Realities
    3. Chapter 8. A Thousand Pictures
      1. Abstract
      2. 8.1 Gestures and Inputs
      3. 8.2 Cognition and Cues
      4. 8.3 Typesetting and Typography
      5. 8.4 Color Schemes
      6. 8.5 Iconography and Imagery
      7. 8.6 Resolutions and Devices
      8. 8.7 Personas and Characters
  11. Conclusion: Spirits in a Digital World
  12. References
  13. Index