Learning what regional and global markets prefer in User Experience (UX) has informed design and content direction for

The brief

Dell Inc. is a multinational computer supplier developing, selling, servicing and supporting computer hardware and software solutions. Innovations in e-commerce, manufacturing and supply chain management have helped established the company as one of the world’s largest technological corporations.

Dell challenged Oban to research how Dell customers typically interacted with a selection of its local language websites – in Brazil, Canada, France, India, Japan, the UK and US. The recommendations we made would inform future localisation efforts in these markets, giving users an experience tailored to their region’s preferences.

What we did

We were interested to find out not only the attitudes that users from different regions bring to each site, but insight into how these users behave on the page. To this end, we deployed our proprietary Think-Track™ eye tracking technology to measure actual behaviour, alongside a more straightforward survey of attitudes.

Think-Track™ aggregates large volumes of behavioural data in an accessible way, allowing quick comparison between different layouts and user groups. For example, it can create velocity maps measuring the average direction and speed of eye movements on any page surveyed. If users in one country typically spend more time looking at an area this will be easy to spot.

Oban surveyed 1,200 online consumers across the seven markets giving them a series of tasks to undertake using the home page, a category page and a product page.

What we achieved

Our survey found significant differences in site engagement, but it also found similarities: surprisingly, the three distinct preference clusters weren’t necessarily linked by language or geography. For instance:

  • France, Japan and the UK shared a preference for more product information than was provided. They were also more likely to view the homepage as overly complex
  • Brazil and India were more positive about the imagery used and overall trustworthiness of the site. They saw the site as typical of its type

Having defined all clusters, Think-Track™ was used to verify these preferences. It was found that countries from different clusters demonstrated very different behaviours: how they moved across the web page and in how different elements of the page engaged them.

Our findings had important implications for Dell’s regional designs: elements that weren’t popular in certain regions could be de-emphasised and behaviour could be used to predict the optimal placement for calls to action and other important on-page elements. These tweaked designs could then be validated with an A/B test, a process kept manageable by our clustering methodology – the needs of seven sites could be adequately covered by just three templates.

To read more about how users from different cultures explored Dell web pages across 7 countries and our Think-Track™ tool download the full Dell whitepaper report here.