How Do You Approach Designing for Different Cultures Or Languages?
To understand how UX designers navigate the complexities of designing for different cultures and languages, we asked industry experts for their insights. From considering senior accessibility to understanding user mindsets, here are the top five strategies shared by UX designers and UX UI designers on this topic.
- Consider Senior Accessibility
- Address Cultural and Technical Challenges
- Conduct Thorough Cultural Research
- Design for Cultural Sensitivity
- Understand User Mindsets
Consider Senior Accessibility
When thinking of designing for different cultures or languages, designers may not immediately think of seniors... but they should. Seniors are a rapidly growing group with a shared cultural representation. In fact, according to the U.S. Census Bureau, the age group 85+ is now the fastest-growing segment of the U.S. population. A combination of digital literacy and functional impairment impacts engagement ability and preferred form factor of user interfaces.
Not only should designers think of ways to optimize UI with senior best practices in mind, but more importantly, we have to utilize creative alternatives to screens that are more equitable for those who cannot, or prefer to not, access a laptop or smartphone. At EO, we are exploring phone- and voice-driven experiences as well as enhancing our classic interface. That way, the user can choose how to interact with us, depending on their ability and preference. Not only will this impact conversion and adherence, but it will hopefully provide a sense of control and delight for users within an often senior-unfriendly world.
Address Cultural and Technical Challenges
We use the Universal UX approach, which in our case involves in-house psychologists and an anthropologist, all holding M.D. degrees, who developed criteria to approach such cases.
One of our most challenging requests was to work on the user dashboard for the South American branches of a Chinese bank. We had to ensure the dashboard was usable for both Chinese and non-Chinese users, requiring consideration of both LTR and RTL layouts. Additionally, we needed to address development concerns, as Western characters take 1 byte (8 bits), while Chinese characters use 3 or 4 bytes. This had implications for fields, databases, and other technical aspects.
We anticipated these challenges and hired a Chinese UX specialist for the project.
However, the most significant challenge was cultural: in Chinese and several other Asian cultures, red is associated with luck and fortune, while in Western cultures, especially in finance, red indicates negative numbers. When we presented the first draft to South American executives with Western backgrounds, they approved it.
However, when Chinese executives reviewed the approved draft, they immediately requested a revision. We were not allowed to use red for negative figures or balances. We resolved this by using a monochrome solution, displaying negative figures in parentheses with a minus sign, like (-$2000).
There were also minor adjustments, such as a focus on UX writing, particularly regarding specific words to avoid and essential words to include, as well as considerations for text sizes. Overall, I think this experience highlighted the importance of considering cultural differences in UX design, showing how even small details like text color can present significant challenges.
Conduct Thorough Cultural Research
When approaching designing for different cultures or languages, it is important to conduct thorough research on the target audience's preferences, behaviors, and cultural nuances. This includes understanding color symbolism, linguistic nuances, and user-interface preferences specific to that culture. It is also essential to work closely with translators and cultural consultants to ensure accurate translations and culturally sensitive design choices.
For example, while designing a website for a client targeting a Middle Eastern audience, we encountered a challenge with the use of certain colors and imagery that were perceived differently in that culture. We had to work closely with our designers and cultural consultants to make necessary adjustments to the design to ensure it was well-received by the target audience.
Design for Cultural Sensitivity
When we designed the Woorion website for North Korean defectors, it required us to navigate the challenge of creating a user experience that was both culturally sensitive and accessible to users with limited digital literacy. Understanding the unique struggles of defectors, like adapting to a new culture and overcoming trauma, we chose calming colors, clear typography, and culturally familiar elements to build trust.
Our content strategy focused on simplicity, using straightforward language that would resonate with users. One of our biggest challenges was developing a guided onboarding process that introduced the platform gently, using visual aids and support options to ease users in. This thoughtful approach ensured the platform felt welcoming and empowering, ultimately helping defectors resettle more smoothly in South Korea.
Understand User Mindsets
I start by diving into the mindset of the people I’m designing for. It’s about more than just translating text; it’s about understanding their values, habits, and even their unspoken expectations.
For example, when I worked on a project for a Middle Eastern audience, I quickly realized that the usual left-to-right navigation wouldn't cut it. Arabic script reads right to left, changing the entire flow of how a user interacts with the design. But it’s not just about flipping the layout; I had to consider the cultural importance of colors, symbols, and even spacing. What might seem like a small design detail could completely shift the user’s experience.
One challenge I faced was balancing modern design aesthetics with traditional cultural expectations. In Western design, minimalism is often king, but in some cultures, a more elaborate and ornate design can feel more premium and trustworthy. I had to merge these styles in a way that felt natural and appealing to the target audience while still being functional and intuitive.
The key is to always remain flexible and open-minded, to test assumptions with real users, and to adapt based on their feedback. It’s about crafting experiences that resonate deeply, no matter where the user is from.
