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STORY
GLOBALIZATION + LOCALIZATION = GLOCALIZATION Designing for the cultures
Santosh Subramanyam, Experience Design, Marriott Digital November 19, 2015
@santsub#ISUM15
• Driving digital engagement strategies based on regional influences
• Addressing usability that account for cultural behaviors and sensitivities
• Transforming local experiences as global features
• Designing with cultural interests to provide best return on investment (ROI)
TODAY
TRAVELER TASK MODEL
To search via search engines (natural search) or type URL directly into address bar
SEARCHTo look for more hotel information
and/or compare prices
EVALUATETo book a hotel via a
channels in the evaluate stage
BOOK
browse Travel sitesOR Travel-related sitesGo to Hotel sites
Call/email
Call Online Travel sites
X X X X X
LEGACY MINDSET
• Create a US centered digital experience in English for Marriott.com
• Translate from English to local language for all other websites
G Globalization plan
Localization planL
MARRIOTT.COM
POWERED BY ALL SYSTEMS, DATA SOURCES, ETC.
Marriott.uk
Marriott.fr
Marriott.cnEspanol.marriott.com
Marriott.de
Marriott.jp
NEW MINDSET
• Build a new global platform that powers web and apps.
• Provide relevant content, features, offers for guests around the globe with optimal user experience.
Marriott.com (web + apps)
Marriott.uk (web + apps)
Marriott.fr (web + apps)
Marriott.cn (web + apps)
Espanol.marriott.com (web + apps)
Marriott.de (web + apps)
Marriott.jp (web + apps)
GLOBAL DIGITAL SYSTEM G Globalization plan
Localization planL
• How do we get there?
• How do we make design decisions for a global audience?
• How do we decide whether we should localize or globalize?
QUESTIONS THAT KEEP US UP AT NIGHT
U.S. & Canada 3,552+
Middle East &
Africa 170+
Europe 325+
Asia Pacific 230+
Caribbean & Latin America
84+
Russia Spain
UK
China Japan
United Arab Emirates
Brazil Colombia
Mexico
US
RESEARCH FOCUS
APPROACH
Implement across product lines34Measure success
& optimize experiences
Design localized experiences
(test & iterate)
Understand user needs in market1 2
TRAVELER DIGITAL NEEDS
ARE GLOBALLY CONSISTENT
ARE LOCALE UNIQUE
Emerging economies
Increasing disposable income
Rising familiarity and adoption of online shopping
Increasing use of online travel agencies and their influence on shopping behavior
WHY THE SHIFT?
GLOBALActing on global needs fulfills the basic traveler needs
Main search criteria: • Price • Location • Hotel amenities & room information
(photography) • Ratings & reviews • Deals
LOCAL
Search form (China, Japan)
Guest/Contact Information page Address general to specific Vs specific to general (China vs. U.S.) Postal code (UK)
Color system/preferences
Payment methods
Acting on unique needs provides a competitive advantage
X X X X X
CULTURAL BEHAVIOR: Clicking over Typing
CHINESE CHARACTERS
PINYINin action
realtime simulation
CULTURAL BEHAVIOR: Visual vs Typing
realtime simulation
CULTURAL TRAIT: Color Has Meaning
image credits
LUXURY – cultural perception (examples of domestic brands in Asia)
Shangri-La Hotels
Mandarin OrientalThe Peninsula
LUXURY – cultural perception (examples of international brands)
LUXURY – cultural perception (examples of international brands)
LUXURY – cultural perception (examples of international brands)
LUXURY – cultural perception (examples of international brands)
CULTURAL BEHAVIOR: Fixed vs Flexible
Cash on delivery
REGIONAL PAYMENT SYSTEMS
Credit Cards
Installments
Social Commerce
REGIONAL PAYMENT SYSTEMS
Cash-On-Delivery
CHINA
MEXICO
BRAZIL
ARGENTINA
Most users’ online behavior is similar: some is acquired, some is natural to human species…
There are few differences and they really matter to win your audience and convert. (Glocalization really pays)
We may need to localize a few things only… to measure success (It adds to your ROI)
why this approach? Because…
Research informed our decision
And that allows us to understand that globalizing will fulfill the basic need of users and business - while localizing will elevate success and differentiate us from competition.
TODAY
Like my dad’s approach towards the tacos reminded him of a traditional Indian roti.
Approaching Glocalization with cultural empathy can make any experience more tasteful & useful to all of our different audiences around the world.
Santosh Subramanyame: [email protected] t: @santsub
Thank you
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