Designing Meaningful Experiences in a Globalized World
In today’s interconnected world, it is crucial to design products and services that cater to diverse audiences. To achieve this, user research must be situated within the context of global design, considering the social, economic, and political forces that shape how humans use and adopt digital technologies in different geographical and cultural environments. In this blog post, we will explore the significance of this approach, as well as the rise of social software and its impact on the design of digital technology.
The Internet’s Promise and Reality:
The internet was initially seen as a promise for a decentralized, democratic, and collaborative society. However, after almost three decades, it is evident that the internet did not live up to these initial expectations. Early research on the cultural and social aspects of the internet focused mainly on Western Europe and North America, neglecting the diverse perspectives and experiences of users across the globe.
Shifting Research Perspectives:
The debate surrounding the internet shifted as social scientists conducted qualitative research to explore internet culture and consumption worldwide. This research highlighted the need to consider the social, political, and cultural contexts that shape the contemporary internet experience. The internet is no longer a separate reality but a part of existing real-life cultures, and digital interactions cannot be fully reduced to offline forms. This understanding led to the emergence of the concept of social software, which facilitates interaction, collaboration, and community building online.
The Rise of Social Software:
Social software, such as mailing lists, internet forums, instant messaging, blogs, wikis, and social networking services, connects people and promotes collaboration and sharing. Unlike traditional technological systems that are designed deductively, social software evolves through user interactions, blurring the boundaries between users and leading to the emergence of new ideas and behaviors. Successful digital tech companies, like Meta, have recognized the value of user research and have invested in hiring social scientists and conducting extensive research to inform their product decisions.
The Importance of User Research:
Unfortunately, many digital tech companies fail to invest in sustained user research, hindering their ability to deliver meaningful user experiences. The utopian ideal of a universally unified digital experience no longer holds true. To address this, it is crucial for companies to acknowledge the extensive empirical evidence accumulated in social sciences over the years. Understanding how people interpret and appropriate technologies in their local contexts is essential for integrating products and services into users’ everyday lives.
Designing products and services that resonate with users globally requires integrating user research into the design process. By recognizing the diversity of users and embracing a user-centered approach, companies can deliver meaningful experiences. The success of digital tech companies like Meta, which invest in user research and consider diverse perspectives, underscores the importance of this practice. In a world where users are humans with varied needs, backgrounds, and behaviors, user research must be thoughtfully designed to capture the insights necessary for creating impactful digital experiences.
About the Author: Maya Ninova
PhD is a researcher and consultant with broad international research and mentoring experience in transdisciplinary and multicultural teams, She has worked with Zalando Marketing Services (Germany), Calyx Institute (USA), Paysafe Group (UK), Electoral and Citizen Participation Institute of Jalisco State (Mexico), Copenhagen Institute of Interaction Design (CIID, Denmark), Department of Health (UK), Samsung, Telefónica (UK), Mazda (Europe), among others. She writes regularly on topics related to design, culture, user behavior and online social phenomena and teaches subjects related to social sciences and applied research (e.g. Hyper Island (Sweden), Monterrey Institute of Technology and Higher Education, (Mexico), ELISAVA (Spain). She has special interest in the evolution of the Techno-Anthropology field, understood as a study of the relationship between humans and digital-era technologies not only on interaction level but also its implications for Design and Innovation of technological systems and practices.Learn More