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UX made in China @UXRepublic

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Estelle nous présente les principales différences et démarches UX à adopter en Chine.

UX-Republic
Agence de design d'interfaces et centre de formation
www.ux-republic.com

Published in: Internet
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UX made in China @UXRepublic

  1. 1. L’UX made in China ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  2. 2. L’international c’est quoi ? 5 grandes religions (et ses dérivés…) 5 continents 197 pays + de 7 milliards d’ individus Ça fait pas mal de possibilités non?! ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  3. 3. CrateandBarrel.com ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  4. 4. Macys.com ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  5. 5. Asos.fr ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  6. 6. Aujourd’hui un site web international c’est quoi ? and what else? Changement de langue Changement de devise Des contenus adaptés Ça c’est le cas idéal... ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  7. 7. Focus sur les chinois 1,3 Mds de Chinois 2 ème puissance mondiale 668 millions utilisateurs actifs d’internet 675 millions utilisateurs uniques mobile Sept cent millions de chinois Et moi, et moi, et moi … :) ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  8. 8. Le comportement utilisateurs ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  9. 9. 3 points clés pour comprendre le comportement des chinois Acheter comme tout le monde Pour avoir l’approbation de la communauté et s’éviter une gêne. Mianzi “la face” De manière très raccourci cela signifie ne pas être embarrassé devant des étrangers ou en public, en français nous pourrions le traduire par "ne pas perdre la face". L’avis des autres Ils n’accordent que peu de crédit aux médias traditionnels, mais ils ont une confiance aveugle dans leur famille, leur amis et autres KOL (Key Opinion Leader) ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  10. 10. Les réseaux sociaux chinois sont les plus actifs au monde ● En Chine on compte 650 millions d’utilisateurs actifs sur les réseaux sociaux. ● 2 des 3 réseaux sociaux les plus utilisés dans le monde sont chinois. Qzone Tencent weibo Sina weibo WeChat Le top 4 des réseaux sociaux en Chine : ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  11. 11. Les réseaux sociaux chinois sont les plus actifs au monde Sina Weibo mix de twitter et facebook WeChat App de micro messages ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  12. 12. Acheter comme tout le monde ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  13. 13. 3740 : nombre de personnes ayant acheté ce produit ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  14. 14. 23 396 : nombre de personnes ayant acheté ce produit ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  15. 15. Le Mianzi - Ne pas être embarrassé en public Il est très rare de voir un Chinois contredire ouvertement son chef, son aîné... Ils évitent d'exprimer publiquement des opinions tranchées, pour éviter la gêne des interlocuteurs. Donc si vous menez des tests utilisateurs en Chine, sachez que vos interlocuteurs devront se sentir en confiance pour pouvoir exprimer clairement leur avis et éviter de vous embarrasser. ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  16. 16. Panorama visuel de la Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  17. 17. Shanghai - Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  18. 18. Guangzhou - Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  19. 19. Hong Kong - Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  20. 20. Next magazine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  21. 21. Ming Pao magazine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  22. 22. Taobao.com Site ecommerce très populaire en Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  23. 23. Baidu.com Moteur de recherche ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  24. 24. Yahoo.cn Très populaire en Chine ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  25. 25. Comment trouvez-vous ces sites? ? ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  26. 26. Comment trouvez-vous ces sites? Compliqués? Chargés? Encombrés? Colorés? Déconcertant? Troublant? ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  27. 27. Vous avez dit des sites chargés? Même structure mais un alphabet différent et difficile à lire ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  28. 28. Globalement : des pages longues Sephora France Home page Sephora Chine Home page ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  29. 29. Globalement : des pages longues et détaillées Sephora France Fiche produit Lancôme Généfique Jumei Chine Fiche produit Lancôme Généfique ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  30. 30. ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  31. 31. ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  32. 32. Des QR Codes… vraiment? ? ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  33. 33. Des QR Codes… pour télécharger l’application mobile. ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  34. 34. Des QR Codes… encore? ? ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  35. 35. Des QR Codes… relais vers les réseaux sociaux! ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  36. 36. OUI le mobile a une place importante en Chine ● Un n° de téléphone à la place d’une adresse email ● Des sites mobiles, pas de responsive design ● L’expérience mobile est privilégiée ● 675 millions de chinois possèdent un mobile ● En 2015 le mobile est devenu le moyen de connexion à internet le plus important ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  37. 37. Émotion Chine Occident Joie Chance Mort Mariage Des codes couleurs différents ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  38. 38. Une variété typographique moins importante La typographie NOTO SANS La typographie Proxima Nova ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  39. 39. Notre constat : Asie et Hors-Asie ASIE ● pages longues ● contenu détaillé ● nav verticale ● QR Codes HORS ASIE ● pages courtes ● contenu essentiel ● nav horizontale ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  40. 40. Merci ! ©copyrightux-republic2015-blog.ux-republic.com-EstelleGarcet
  41. 41. Let’s talk about UX ! hello@ux-republic.com - +33 1 45 61 47 56 - @UXRepublic DIGITAL THINKING Agence de Design d’interfaces & Centre de formation blog.ux-republic.com

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