Cross-Cultural User Experience Design

Abstract

In today's globalized world, companies offering digital products to diverse audiences should prioritize cultural considerations in their product design to maintain competitiveness in the international market. This thesis seeks to explore the impact of cultural factors on user experience design for digital products and services. This was achieved through an evaluation of the cultural user experience of the Yassir Express client app, a food ordering mobile application operating in five countries. A cultural model for the app was developed by mapping a UX evaluation framework, specifically the UX Honeycomb, with the app's existing features. Surveys were distributed in three of the five countries to collect data, which was then analysed using correlation analysis and multiple correspondence analysis. The study revealed that cultural differences have a significant influence on user experience and that cross-cultural UX design can enhance user satisfaction. Furthermore, cultural models can serve as valuable guides for cross-cultural UX design.