UX STRAT Europe 2017 presentation by Judith Yaaquobi, Senior Product Owner, Booking.com: “Cultural Dimensions in International Product Development at Booking.com”
3. Eight stunning
photos.
Booking.com in numbers
- Headquartered in Amsterdam
- 1.4m room nights per day
- 90 offices around the world
- 15,000 colleagues
- Development from three
continents
6. “In god we trust, all others bring
data.”
W. Edwards Deming
10. People make bad
decisions.
90% of product decisions have
an inconclusive or negative
effect on a product’s primary
metric
Source: VWO 2016.
90%
10%
11. How do we apply this model and
localis/ze
our product for different cultures?
12. Localis/zation
Adaptation of a product, application or document content to meet the language, cultural and
other requirements of a specific target market
13. ➔ Language & Formatting
➔ Norms and Conditions
➔ Values & Beliefs
14. Getting the basics
right. ➔ Language & Formatting
● Language
● Text length
● Fonts
● Spatial orientation
● Formats and forms, symbols
● Browser used in target market
● SEO
● Functional elements
27. 1. Power distance: the extent to which the less powerful persons in a society accept
inequality in power and consider it normal.
2. Individualism vs. Collectivism: the extent to which people are integrated into
tight social networks.
3. Masculinity vs. Femininity: the relative desirability of material success versus
quality of life and of assertive versus modest behavior.
4. Uncertainty avoidance: the extent to which people tolerate ambiguity and risk or
feel threatened by change.
5. Long Term/Short term orientation: the fostering of virtues oriented towards
future rewards (long term) or the fostering of virtues related to the past and
present
Hofstede’s Dimensions of National Culture