Usman Baig
UX Designer | UX Researcher
International UX Handbook
Topics List
1. Cultural Model
2. Cultural Dimensions
3. Country Research
4. Ecommerce Comparison
5. Government Sites Comparison
6. Resources
How does culture influence design?
An intro to IUX
What is International User Experience (UX)?
Why is this handbook an important resource?
International User Experience (IUX) is all about making sure that people from different cultures, languages, and regions can easily use and enjoy a product. It involves translating text and content so it feels natural in different languages, adapting visuals and colors to fit local preferences, and designing interfaces that work well whether someone reads left-to-right or right-to-left. It’s also about being mindful of local laws and accessibility needs. Basically, IUX is about making sure everyone, no matter where they are, gets a smooth and enjoyable experience with your product.
Culture influences design by shaping what people find appealing and familiar. Different cultures have unique preferences for colors, symbols, and layouts. For example, some colors might mean luck in one culture but danger in another. Understanding these differences helps create designs that feel right and resonate with people everywhere.
This handbook is an important resource because it helps you understand how to design for a global audience. It covers essential topics like language localization, cultural sensitivity, and accessibility. By using this handbook, you can create products that are not only user-friendly but also culturally relevant, ensuring a better experience for people everywhere. Plus, it can give you a competitive edge in reaching new markets and building a loyal user base.
Why compare cultures?
Cultural Models
What are Cultural Models
Why is understanding uniqueness of country cultures important in the context of international UX?
Cultural models are theoretical frameworks used to understand, compare, and interpret the values, practices, and behaviors of different cultures. These models help in identifying cultural differences and similarities, providing insights into how people from various cultural backgrounds interact, communicate, and perceive the world.
Human beings have been learning and comparing our societies since we were able to compare. The effects and benefits of this comparison are well documented are as follows: Enhanced Understanding and Empathy, Improved Communication, Effective Business practices, Policy Making and more
The necessity of comparing cultures culture covers many disciplines but the most impactful for designers are enhancing our understanding, empathy and cultural communication. By understanding the entire user journey process from the specific cultural context we can unlock a crucial way to empathize and design for international markets. Designing for even the smallest edge cases can result in cases the help everyone
Onion Model
In Hofstede's "Onion Model" of culture, practices refer to the visible layers of culture that include symbols, heroes, and rituals. These elements are manifestations of deeper cultural values and are more observable and changeable than values themselves. Here’s a detailed look at each:
Symbols: Words, clothing, meaning
Heroes: National, religious and trending heroes in addition to cultural icons and historical figures
Rituals: Religious ceremonies, traditions, greetings,
Cultural Dimensions
Hofstede's cultural dimensions are essential for understanding and navigating cultural differences in global contexts. They provide a systematic framework to identify how cultural values influence behavior, communication, and management practices. This understanding helps multinational organizations tailor strategies to local customs, enhancing effectiveness and acceptance.
Additionally, these dimensions improve cross-cultural collaboration, inform marketing strategies, and guide policy making, ensuring culturally sensitive approaches in diverse settings. Overall, Hofstede’s dimensions facilitate better intercultural interactions, fostering global cooperation and success
Geert Hofstede
Power Distance Index
Masculinity/ Femininity Index (MAS)
UncertaintyAvoidance Index(UAI)
Long / Short Term Orientation (LTO)
Indulgence / Restraint
(IVR)
Individualism / Collectivism
Geert Hofstede 6 Cultural Dimensions
The breakdown of STO and LTO come from Confucianism morals, views, and values. Micheal Bond helped develop what became the Chinese Value Survey(CVS) in 1985. The CVS database drew 4 dimensions based on Confucian values, 3 of which overlapped with Hofstede cultural values, and the 4th was later used to establish LTO.
Indulgent societies emphasize personal freedom, leisure time, and self-expression. People tend to be more optimistic and prioritize happiness and leisure. Conversely restrained societies emphasize duty, discipline, and postponement of gratification. People tend to value order, hard work, and self-control, often having a more pessimistic outlook.
High UAI cultures, such as Greece and Portugal, prefer structured environments with clear instructions and consistent navigation. For UX design, this means creating interfaces with comprehensive help sections, predictable navigation, and robust error prevention mechanisms. Conversely, low UAI cultures, like Singapore and Denmark, are more comfortable with ambiguity and change. They favor flexible interfaces, minimalistic designs, and innovative features that allow for user exploration and adaptability
High PDI cultures accept hierarchical order and centralized power, valuing authority and formal structures (e.g., Malaysia, Guatemala). Conversely, low PDI cultures prefer egalitarianism, questioning authority and favoring democratic relations (e.g., Denmark, Austria).
In high IDV cultures, such as the United States and Australia, individual achievements, personal rights, and independence are highly valued. In contrast, low IDV (collectivist) cultures, like China and Indonesia, emphasize group loyalty, cohesion, and collective well-being over individual desires. People in these cultures prioritize their in-groups, such as extended families or communities, fostering strong interpersonal connections and group loyalty
High MAS cultures, like Japan and Germany, emphasize competitiveness, assertiveness, ambition, and material success. These cultures often maintain distinct gender roles, with a focus on achievements and performance. In contrast, low MAS (feminine) cultures, such as Sweden and Norway, prioritize relationships, quality of life, care for others, and cooperation. Gender roles are more fluid, and there is a greater emphasis on work-life balance and well-being over competition
.. is the desirability of assertive behavior against the desirability of modest behavior. We will label it masculinity versus femininity..... Masculinity-femininity is about a stress on ego versus a stress on relationship with others, regardless of group ties" -Hofstead.
.. individualism pertains to societies in which the ties between individuals are loose: everyone is expected to look after him- or herself and his or her immediate family. Collectivism as its opposite pertains to societies in which people from birth onward are integrated into strong, cohesive in-groups, which throughout people’s lifetime continue to protect them in exchange for unquestioning loyalty -Hofstead.
Power distance can therefore be defined as the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally. Institutions are the basic elements of society, such as the family, the school, and the community; organizations are the places where people work." -Hofstead.
“..the extent to which the members of a culture feel threatened by ambiguous or unknown situations -Hofstead.
.. stands for the fostering of virtues oriented toward future rewards—in particular, perseverance and thrift. Its opposite pole, short-term orientation, stands for the fostering of virtues related to the past and present—in particular, respect for tradition, preservation of “face,” and fulfilling social obligations." -Hofstead.
“..stands for a tendency to allow relatively free gratification of basic and natural human desires related to enjoying life and having fun. Its opposite pole, restraint, reflects a conviction that such gratification needs to be curbed and regulated by strict social norms” -Hofstead.
Localization "refers to the adaptation of a product, application, or document content to meet the language, cultural, and other requirements of a specific target market (a locale). These can range from Numeric date and time formats to symbols icons and colors. Localization often necessitates a need a for a total paradigm shift to understand properly. Understanding the user's ways of thinking, patterns of logic and cultural norms can be very dissimilar and needs both a comprehensive checklist to check complex issues, customization issues and paradigm shifts.
Design Example
What is internationalization?
Internationalization
Design Example
Localization
What is localization?
Internationalization "is the design and development of a product, application or document content that enables easy localization for target audiences that vary in culture, region, or language." Enabling easy localization means often future-proofing and designing for a few categories which offer unique ways to prepare .By separating localizable elements from design and grouping them, we can create filters that can be easily applied to other cultures. Creating and developing in universal formats so your process can be used integrated with most other cultures approaches.
Character Design: Create characters that resonate with the target audience’s cultural backgrounds. For example, featuring characters with diverse ethnic appearances and traditional clothing can enhance relatability.
Locale Detection: Detect the user's locale based on browser settings or user preferences and load the appropriate language and regional settings.
Project Planning
Project Kickoff
Recruitment
Develop criteria to ensure a diverse and representative sample of the target market.
Partner with local agencies or platforms to find suitable participants.
Ensure that recruitment messaging is culturally sensitive and appealing.
Criteria to consider for International UX research and usability testing
Identify cultural nuances that may impact user behavior and expectations.
Determine local legal and ethical requirements for conducting research.
Assess the technological infrastructure in the target market to ensure compatibility.
Identify cultural nuances that may impact user behavior and expectations.
Establish local partnerships or hire local researchers to provide cultural insights.
Arrange for necessary translations of all research materials.
Confirm logistical details such as local travel, accommodations, and research facilities.
Assess the technological infrastructure in the target market to ensure compatibility.
Test/ Research Prep
Discussion Guide / Test Script
Criteria to consider for International UX research and usability testing
Research Sessions
Brief participants on the purpose of the study and their role in a culturally appropriate manner.
Ensure the research environment is comfortable and familiar for participants.
Be mindful of local customs and etiquette during interactions.
Analysis & Reporting
Collaborate with local experts to interpret findings through a cultural lens.
Highlight culturally specific insights and their implications for design.
Provide recommendations for culturally appropriate design adjustments.
Adapt questions to be culturally relevant and easily understood.
Use examples and scenarios that are familiar to the local audience.
Pre-test the script with a native speaker to ensure clarity and appropriateness.
Ensure all equipment and software are compatible with local technology standards.
Prepare a culturally sensitive introduction and briefing for participants.
Arrange for simultaneous translation if needed to facilitate smooth communication.
"We limit ourselves sometimes with stereotypes that we’re completely unaware of. Designing for edge cases often yields greater innovation for all, leading to more inclusive products that everyone benefits from."
Nancy Douyon
Pakistan
The Islamic Republic of Pakistan is the 5th most populous country in the world located in South Asia. Housing the second largest population of Muslims in the world it is the worlds most Restrained Society. Pakistani culture is characterized by a strong sense of community, respect for tradition and authority, religious devotion, and regional diversity. These elements combine to create a society that values collective well-being, familial bonds, and cultural heritage. Despite financial hurdles Pakistan has continued to focus on education and creating a great future.
Population: 244.9 million
Languages: English, Urdu
Religious composition: 97% muslim, 3% other
HDI: 0.544
Internet Penetration Rate 45.7%
Mobile Phone Usage 88.34
United States of America
Population: 336.5 million
Languages: English, Spanish
Religious composition: Christan 70%
HDI: 0.926
Internet Penetration Rate 97.1
Mobile Phone Usage 97
America leads the world in Individualism which places a high value on individual achievement and personal rights. Americans tend to value personal achievement and success in a multi dimensional approach. Education is also highly valued with America holding many prestigious universities.America has a very diverse population and the culture shows this by its emphasis on freedom and freedom of religion. Americans value equality and a government that works with and for the people.
Steve Jobs is considered a hero in American culture because his life's work and philosophy align with core American cultural values as described by Hofstede’s dimensions. His emphasis on innovation, individual achievement, and entrepreneurial spirit reflects America's high individualism. Jobs' challenge to traditional business hierarchies and his accessible leadership style resonate with America's low power distance. His visionary leadership and pursuit of success align with the country's moderate masculinity. His comfort with uncertainty and adaptability highlight the American acceptance of ambiguity and risk. Lastly, his ability to make an immediate impact through his innovations speaks to the low long-term orientation of American culture. By embodying these values, Jobs remains a symbol of American ingenuity, perseverance, and visionary leadership.
Martin Luther King Jr. is considered a religious American hero because his life's work and values align deeply with core American cultural dimensions and religious beliefs. His advocacy for individual rights and equality resonates with America’s high individualism and low power distance. His achievements in advancing civil rights reflect the country's moderate masculinity, emphasizing success and humanitarian values. King’s embrace of nonviolent protest and change aligns with the American acceptance of uncertainty and innovation. His urgent call for justice and moral clarity fits the low long-term orientation of American culture. Additionally, his deep religious convictions and use of biblical principles provided a strong moral foundation for his activism, making him a revered figure in both religious and secular contexts. Through his leadership, King exemplified the ideals of justice, equality, and moral courage, solidifying his status as a religious hero in American history.
Martin Luther King
Steve Jobs
Allama Iqbal
Malala Yousafzai
Trend Heroes
Malala Yousafzai is considered a Pakistani hero and a trendsetter because she embodies the transformative aspirations of Pakistani society while challenging and aligning with its cultural dimensions. Her advocacy for education and women's rights represents a significant shift towards greater equality and social justice. By addressing key issues such as family values, challenging oppressive power structures, nurturing future generations, and promoting sustainable change, Malala resonates deeply with the collective psyche of Pakistan. Her ability to overcome personal adversity and inspire others to seek a better future makes her a symbol of hope, resilience, and progress, thereby establishing her as a trendsetting hero in Pakistan.
Comparing Culture
Pakistan
United States of America
Heroes
Religious Heroes
Allama Muhammad Iqbal is considered a religious hero in Pakistan because his philosophical and spiritual contributions align deeply with the core cultural dimensions of Pakistani society. His emphasis on the collective identity and unity of the Muslim community resonates with Pakistan's collectivist values. His intellectual and spiritual authority is respected in a high power distance culture. His vision for self-realization and community empowerment reflects the balance of masculine and feminine values. Iqbal’s promotion of Islamic principles provides certainty and stability in a high uncertainty avoidance society, while his forward-looking vision blends respect for tradition with the need for progress, aligning with Pakistan’s moderate long-term orientation. Through his poetry and philosophy, Iqbal continues to inspire and guide the spiritual and intellectual discourse in Pakistan, solidifying his status as a revered religious hero.
Comparing Culture
Pakistan
United States of America
Values
Beliefs and Ideologies
Ethical and Moral Standards
Social Norms and Expectations
Priorities and Aspirations
Religious Influence: Islam is central to Pakistani beliefs and ideologies, shaping laws, daily life, and social norms. The country was founded as an Islamic republic, and religious principles deeply influence governance and societal expectations (Underbelly) (Mind the Product).
Collectivism: There is a strong emphasis on family, community, and collective well-being. Individual desires are often secondary to group needs (Underbelly).
Islamic Ethics: Ethical and moral standards are heavily influenced by Islamic teachings, which provide guidelines on personal conduct, business practices, and social interactions (Underbelly) (Mind the Product).
Community and Honor: Morality is closely tied to maintaining family honor and societal respect. Actions are often evaluated based on their impact on family and community reputation (Underbelly).
Respect for Elders: Social norms emphasize respect for elders and authority figures. Hierarchical relationships are common in both family and professional settings (Underbelly) (Mind the Product).
Modesty and Conservatism: Modesty in dress and behavior is highly valued. Traditional and conservative practices are prevalent, especially in rural areas (Underbelly).
Family and Social Stability: Priorities often revolve around maintaining family unity and social stability. Aspirations include providing for family, achieving respect within the community, and upholding religious and cultural traditions (Underbelly) (Mind the Product).
Economic Security: While economic advancement is important, it is often pursued within the context of family and community well-being (Underbelly).
Personal Achievement and Success: Aspirations are often centered on personal achievement, career success, and financial independence. The pursuit of the American Dream is a significant motivator (Underbelly) (Mind the Product).
Innovation and Progress: There is a strong focus on innovation, progress, and continuous improvement, both personally and professionally (Underbelly).
Informality and Egalitarianism: Social interactions are generally informal and egalitarian. First names are often used even in professional settings, reflecting a more relaxed approach to hierarchy (Underbelly) (Mind the Product).
Diversity and Inclusion: There is a strong emphasis on celebrating diversity and promoting inclusion, with social norms encouraging acceptance of various cultural and lifestyle differences (Underbelly).
Personal Responsibility: Ethical standards emphasize personal accountability and individual moral responsibility. There is a strong focus on upholding personal integrity and ethical conduct in professional and personal life (Underbelly) (Mind the Product).
Equality and Justice: American ethics are influenced by the ideals of fairness, equality, and justice for all, reflected in the legal system and societal expectations (Underbelly).
Individualism and Freedom: The U.S. emphasizes individual rights, personal freedom, and self-reliance. The American Dream ideology promotes the belief that anyone can achieve success through hard work and determination (Underbelly) (Mind the Product).
Democracy and Secularism: American beliefs are rooted in democratic principles and the separation of church and state, ensuring religious freedom and diverse viewpoints (Underbelly).
Power Distance Index
Masculinity/ Femininity Index (MAS)
Individualism / Collectivism
Pakistan and America Cultural Differences
100
0
100
0
100
0
40
91
62
55
14
50
America is the highest country in the world for individualism and is in many ways a sharp contrast to the behavior and values in Pakistan.
Americans place a much higher value on personal freedom and independence while Pakistan places a higher value on the collective well being.
Familial and community ties make up the heart of Pakistan, many day to day actions and goals are made with other in mind. America has a strong belief in self reliance and personal initiative which can often be separated from community interests and tend to be more STO and indulgent.
Americans tend greatly strive towards personal achievement, innovation, and personal success (The American dream). These are core parts of the culture and have been prevalent.
While the US and Pakistan have similar scores related to Masculinity (The valuing of competition and achievement) there are very different social norms and rituals related to male and female expectations.
In Pakistan,Traditional gender roles are more pronounced, with men typically expected to be the primary earners and women often managing household duties. However, this is slowly evolving with more women entering professional fields. We can see a huge boom in more women obtaining self phones and going online.
Moderate MAS combined with high Collectivism results in a society where achievements are viewed within the framework of family and community well-being
Pakistan has a higher acceptance of hierarchical differences. Authority is less likely to be questioned, and decision-making is more centralized. While America has lower acceptance of hierarchical differences. Authority is more likely to be questioned, and there is a preference for decentralized decision-making.
The perception of authority leans more towards as Authority figures are seen more as facilitators and leaders who guide and support rather than command in the America. While in Pakistan authority figures are seen as powerful leaders who make decisions and expect obedience and respect from their subordinates.
UncertaintyAvoidance Index(UAI)
Long Term Orientation / Short Term Orienation(LTO)
Indulgence / Restraint
(IVR)
Pakistan and America Cultural Differences
46
26
68
70
50
0
100
0
100
0
100
0
Pakistan is known as the most restrained society in the world which can make can make it a very sharp contrast to America which is a little high in indulgence. Pakistan embodies a-lot of the values in Islam that promote modesty, discipline and self restraint.
Economic constraints and lower levels of disposable income limit opportunities for indulgence. Economic uncertainty often leads to a focus on saving and long-term planning rather than immediate gratification
Affluence and Disposable Income: Higher levels of disposable income allow for greater spending on leisure and entertainment, facilitating a more indulgent lifestyle
The comparison of the Uncertainty Avoidance Index (UAI) between the United States and Pakistan highlights significant cultural differences in dealing with ambiguity and change. The United States, with its moderate UAI score, fosters a culture comfortable with uncertainty, which encourages innovation, flexibility, and a risk-taking attitude. In contrast, Pakistan’s high UAI score reflects a society that prefers structure, rules, and predictability, leading to a more cautious approach towards change and a stronger adherence to traditions and norms. From a design perspective, understanding these differences is crucial for creating user-centered solutions. In the U.S., designs can be more experimental and dynamic, while in Pakistan, designs should emphasize reliability, tradition, and clear guidelines to ensure user comfort and acceptance.
The comparison of the Long-Term Orientation (LTO) dimension between the United States and Pakistan reveals distinct cultural approaches to time, tradition, and planning. The United States, with its low LTO score, emphasizes short-term achievements, innovation, and immediate gratification, reflecting a culture that values quick wins and adaptability. In contrast,
Pakistan’s moderate LTO score showcases a balanced perspective, where traditions are deeply respected, and long-term planning is integral to societal values. This balanced approach considers both immediate needs and future sustainability, highlighting the importance of family and social harmony. For designers, understanding these differences is essential to create solutions that resonate with each culture's unique temporal orientation and values, ensuring designs are both relevant and respectful of cultural nuances.
Has the option of switching to urdu to english
Honor Badges giving credibility to the site
Websites will feature exclusively Pakistani people
this 6-6 is differnet from an american 6-6
Fixed categories show lack of optimization
{1} Quick Option to switch between multiple accounts customizing the homepage for each
{1} Quick Option to switch between multiple accounts customizing the homepage for each
limited categories that are based on your spending patterns and what amazon is promoting
{2} Targeted advertisement area for shopping habits. Entire banner is a carasouel that rotates for custom ads
It is normal to show elected leaders and promote them to build unity so you find this guy front and center(Higher Acceptance of Hierarchal Differences
When a country needs to establish trust in a system, doing it through the people in that system tends to work better
The Phrasing of services that the government helps you with
The Phrasing of how do I promotes individualist action. (IDV 91)
Formatting for English to Spanish as most of
the us population speaks etheir or
Group photo promoting multiculturalism
Amazons Extensive Customization Reflects Individualism
Designing Offers for Collectivist Users
The values of individuals in collectivist societies differ significantly from those in individualist societies, which influences their user goals and methods of achieving them. Pakistan, a collectivist society,users may prioritize community engagement and collaborative efforts on public platforms.
We can see this example with Daraz, a popular e-commerce platform in Pakistan, promotes group buying options and deals that encourage community participation. Flash sales and group discounts are common features. Daraz will offer multiple “vouchers” that allow you to buy the product for you and close friends/family
In contrast, those from individualist societies might focus on personal expression and individual achievements. Therefore, a platform tailored for a collectivist society would likely emphasize features that facilitate communication and group activities, while one for an individualist society would cater to personal expression and autonomy.
We can see this example with Amazon, the biggest online retailer in the United States. We see a variety of customized ads that focus on the individuality of the user {2}. This targeted marketing approach respects and utilizes individual preferences and shopping patterns, making the user feel valued and understood as an individual.
100
0
91
14
Individualism / Collectivism
Daraz.co.pk
Resources
“Cultures and Organizations” by Gert Jan Hofstede, Geert Hofstede
Thank you!
Any questions?
Usman Baig | usman.ali1849@gmail.com | @baigdesign
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