Website User Experience Analysis: a brief discussion on National Nature and web design

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This paper intends to consider and design the user experience of web products from a more humane angle by thinking about the commonness and mentality of the Chinese people. The reason is called "small discussion", one is because "the National sex" This topic is very big, also very sensitive, several articles cannot say, moreover I experience limited, individual viewpoint's bias is unavoidable, at the same time, also hoped causes everybody's some introspection. Web design refers to all aspects of the user experience design on the network (Figure 1).

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Figure 1:4 Elements of the user experience

Objective

The issue of national nature is not so simple, the vast country, thousands of years of history, more than 1 billion of the population, traced to the long feudal period, but also the distinction between classes; but it's not that complicated, it turns into "my Country and My arranges," written in the 30 's, The discovery is to describe themselves and the people around them. 80 's talk about the differences between China and the West, most people will say, "The Chinese are more conservative, foreigners more open," Now occasionally some people say so. Take a look at Durex's official website (Figure 2), the mainland version of the Carousel ads than other versions of the larger, the text is quite straightforward, at the same time, the Chinese people for this image and text has long been accustomed to, can be seen in some respects has been quite "open" (but all pictures are used in Europe and the United States model photos, or there is " After all, is the official website of multinational corporations, not too "red fruit".

Figure 2-1: Durex website Mainland edition (screenshot time: 2012-09-17)

Figure 2-2: Durex official website France Edition (screenshot time: 2012-09-17)

Figure 2-3: Durex Official website Australia version (screenshot time: 2012-09-17)

Figure 2-4: Durex website Hong Kong Version (screenshot time: 2012-09-17)

Cultural differences and national character is permeated into the thought, society, speech, behavior and other aspects of life, can not be simple conservative or open a few words to generalize, the impact on web design is not just picture selection, text tone differences.

The noise

Key words: lively, crowded

The Chinese nation is not a cheerful and enthusiastic people, but is a lively people. From the occasion of the fireworks salute, weddings gongs, to the enthusiastic big red love, to Banquet's relish, all show the Chinese people's pursuit of vision, hearing, taste and many other aspects of the lively and even noisy enthusiasm.

In web design, the importance of the active page visual impact from needless to say, the most controversial is the main portal home of the noise level, the controversy. Recently accidentally saw a small text "Why China's web design so bad?", language is more extreme, caused a lot of discussion, its focus is the content of the portal site a wide range of visual noise and interference. Compared to a lot of foreign websites cool and concise, the domestic content of these sites is relatively close, dynamic effects and a lot of floating layer, but as an important media, the site's impact and domination of the environment, the crowded and noisy living environment will inevitably have an impact on the network visual environment and public browsing habits, At the same time, the Chinese people to information overload (information overload) of the ability to bear far beyond the populated environment of the growth of foreign friends (Figure 3). At the same time, with the acceleration of the urbanization process, this environment will continue for a long time. Of course, attracting traffic, ensuring advertising revenue and other reasons is also a key factor.

Figure 3: Differences in living environment and web environment--sandy beach vs. Australia's beaches, Sina homepage and one of Australia's largest portals ninemsn

However, the living environment and the impact of user habits can not be absolute, foreign news sites and portal content is also a lot of, many arrangement is also very intensive, this is the type of site, audience, business model and other factors decided. The difference is that most of the foreign sites are more "quiet", the visual is not so dazzling just. Figure 4 is yahoo.com and yahoo.com.cn screenshots, IA (information architecture) and the overall visual style is basically the same, the difference is that the Chinese version of the page longer advertising more, visual focus on dynamic advertising, the English version of the picture is "static."

Figure 4:yahoo.com and yahoo.com.cn (screenshot time 2012-09-18)

Key words: Spectator psychology

When we mention the second word, we will not mention the reason why Lu Xun abandoned the medicine. There is an old joke very vivid depicts the Chinese people like to see the busy habit: The streets of the three-storey outside the three-storey surrounded by a group of people watching the lively, a young man squeezed not to go in, quick-witted, shouted: "Quick, that is my mother!" The people who watched the crowd let out a way, The lad squeezed in and saw a pig lying on the ground. Compared to people who have lived a certain period of time, they have seen this scene several times: a crowd of people gathered on the bustling road, all standing looking at one or some of the people who had been hit by a car, or two crash drivers fighting each other, or someone ready to jump on a tall building. The two words "sit on the sidelines" and "gloat" and vividly depict the images of spectators who are neither helping nor willing to leave. As the pace of life accelerates today, the trend towards no reduction in this phenomenon testifies to the deep-rooted and sustainable development potential of this national nature.

The most obvious design for this feature is MSN, QQ, Thunder and so on the software every day when the "daily Focus" of the content and information structure, occupy the most eye-catching position is always about a female star or divorced, a celebrity was killed or imprisoned, a network of sudden death or a special video and other gossip topics, and 90 % is negative information (Figure 5). The common people like to watch gossip is very normal, healthy and beautiful sexy woman is also really pleasing, but many years of use like "See people unlucky" psychology, with its vulgar and boring negative news to attract eyeballs to obtain traffic, some pollution of the network environment suspicion.

Figure 5: Vulgar News to meet the needs of the audience to occupy a large number of pop-up news page (screenshot time 2012-09-18)

Some comparisons:

In 07, I have been tracking the news sites in China, Sweden, Italy and the United Kingdom for half a month, every day to collect the more commonly used home page of each country and compare, statistics on the home page of various types of news and the proportion of domestic and international news (reference table 1, 2):

Table 1: Selected news sites in China, Sweden, Italy and the UK home, the top three most frequent news types (social, political, economic, recreational, sports)

Table 2: Four home pages domestic and international news accounts

China I choose the more serious "Xinhua daily" and "Southern Weekend". The "Xinhua daily" Highlights Domestic events (similar to the content structure of newspapers), and "Southern Weekend" often puts negative news about domestic social life (such as black coal miners, natural disasters) in the most conspicuous position (Figure 6). Show the real situation of vulnerable groups, exposing the dark side of society is understandable, but the people in heartache, complaining, and even after swearing, often all return to normal, nothing, so the media should also increase some positive guidance, including the spirit and action.

Figure 6: "Southern Weekend" home page (screenshot time 2007-12-05, 2012-09-20) over the past few years, the style has changed, the main position of the topic type unchanged, has been biased in the domestic social negative news

In Sweden and Italy, the lifestyle newspaper, Dagens Nyheter (Daily News), Aftonbladet (Evening monitors) and Il Giornale (newspaper), which are recommended by local college students, Corriere ( Messenger) "(Figure 7, 8). Found Italians particularly fond of entertainment news, accounted for more than One-third, while the Swedish newspaper topics more balanced, social, political, entertainment news for the top three.

Figure 7: Home page (screenshot time 2012-09-18) of the Dagens Nyheter (Daily News) in Sweden

Figure 8: Italian News "Il Giornale (newspaper)" Home (screenshot time 2012-09-18)

The main content of the home page is mostly international political news, especially sports news accounts for 14.89%, and the top three of the other three countries do not include sports news because of the choice of a more serious and internationalized "times" and "Guardian" (Figure 9).

Figure 9: The Times website home page (screenshot time 2007-12-15,2012-09-18), the current version is not five years ago refreshing

In color, the domestic two sites relative preference for large blue, red color, contrast is also more obvious, this is just discussed with the likes of lively national sex is closely related (Figure 10).

Figure 10: Xinhua home Page (Screenshot time: 2007-12-10, 2012-09-18). It is worth mentioning that now the Southern weekend has been converted to the times of the main color of light gray, and Xinhua continued the traditional red and blue tones.

Ii. disorder

The level of people's attitude towards order, rules and even law is more complicated than the rigorous Germans and the stereotyped Japanese seem a little simple-minded. Once someone joked that if Han Fei was not jealous of his Li Si killed, China is now a legal society. This is a joke, but it is a fact that China's moral restraints and authoritarian rule have far greater influence than legal constraints in the millennium. For the traffic we must face every day, motor vehicles often suddenly appear on the sidewalk, car cars rampage on the motorway, pedestrians stroll leisurely in different lanes. This disorder, on the one hand, is due to the unsound law and the improper enforcement of law, more importantly, there is a general lack of adherence to order and the rule of law, and more of the use of loopholes and the lack of regulation of self-interest, or of a privileged class above all rules, because, on the other hand, hierarchies, too much emphasis on personal self-interest ( At the same time do not want others to gain higher than their own, no social responsibility, but also the national Millennium characteristics.

The disorder of the real society leads to the disorder of the virtual life, I have for many different types of Web sites and online systems have done usability testing, one of the common problem is the lack of uniformity, as long as the structure of the product depth or widening, the most basic navigation ten can not do, not to mention the steps, fonts, Text indentation, spacing, paging, buttons, and other details. Casually turned the Jingdong Mall, the head of the navigation is inconsistent (Figure 11):

Figure 11: Jingdong Mall Home and buy top navigation (screenshot time: 2012-09-11)

Disorder also manifests itself in poor project planning, unclear accountability, and lack of rigorous work flow, which often results in a lack of timely updating and maintenance of some of the required and infrequently used page content, or because of the structural confusion caused by newer content beyond the initial design load. A frequently overlooked page is the Help information page, such as Sina free mail after the revision of the Help center did not make the corresponding changes in the details, although the overall structure has not changed, but individual applications will still appear unable to find the situation, such as app application, Help Center in the screenshot is the old version, It is now impossible to find an application portal based on Help information (Figure 12).

Figure 12: The free mailbox section of the Sina Help Center is inconsistent with the current version and cannot be used in accordance with the screenshot

Fortunately, although most of the Internet products updated frequently, but most of the function and general IA will not change too much, the domestic netizens have been accustomed to this kind of problem (good patience is also the important point of national nature). Believe that with the rapid development of the Internet industry, most of the domestic web site and Internet product content updates will be more timely and accurate, to provide users with a more perfect experience.

(To be continued)