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The use and usefulness of National Cultural
Dimensions in International Product Development
Judith Yaaqoubi | June 15, 2016
Judith Yaaqoubi
Doctoral Candidate at University of Washington
Senior Product Owner, Booking.com
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
Booking.com
Global
Product
“In god we trust, all others bring
data.”
W. Edwards Deming
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
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%
How do we apply this model and
localis/ze
our product for different cultures?
Localis/zation
Adaptation of a product, application or document content to meet the language, cultural and
other requirements of a specific target market
➔  Language & Formatting
➔  Norms and Conditions
➔  Values & Beliefs
Getting the basics
right. ➔  Language & Formatting
●  Language
●  Text length
●  Fonts
●  Spatial orientation
●  Formats and forms, symbols
●  Browser used in target market
●  SEO
●  Functional elements
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
Design for local requirements.
➔  Norms & Conditions
●  Customs
●  Local competitors
●  Policies
●  Regulatory considerations
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
China - uses more apps Japan - prefers mobile web
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
➔  Values & Beliefs
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
Dimensions of National Culture
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
Power distance
Uncertainty
avoidance
Individualism
Cultural dimensions to
inform design interventions
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
China
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
Cultural dimensions for idea
generation
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
Cultural dimensions to
justify personal experiences and
intuitions
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
cultural models and the application
thereof is little known
local knowledge and first-hand
insights
still important
Thank you!
BONEYARD
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
UX STRAT Europe 2017: Judith Yaaquobi: “Cultural Dimensions in International Product Development at Booking.com”
Base.
Which one performed better?
Variant.
Base.
Which one performed better?
Variant.
❏ Taxonomic account
❏ Generative account

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