Cross-Cultural Digital Design – Lessons Learned from the Case of ImageTestLab

Abstract

How we perceive something is colored by our cultural background. This diversity in perception presents a number of challenges when we create digital content targeting users in a cross-cultural context. In order to create successful digital solutions, it is important to understand both the individual and the culture the content is designed for. We believe that the best way of designing for a good user experience, is to include the end user in the design process. In this chapter we address cultural issues related to User-Centred Design. Lessons learned during the case of designing an international web-based brand research instrument are further presented.