STORY

GLOBALIZATION + LOCALIZATION = GLOCALIZATION Designing for the cultures

Santosh Subramanyam, Experience Design, Marriott Digital November 19, 2015

@santsub#ISUM15

• Driving digital engagement strategies based on regional influences

• Addressing usability that account for cultural behaviors and sensitivities

• Transforming local experiences as global features

• Designing with cultural interests to provide best return on investment (ROI)

TODAY

TRAVELER TASK MODEL

To search via search engines (natural search) or type URL directly into address bar

SEARCHTo look for more hotel information

and/or compare prices

EVALUATETo book a hotel via a

channels in the evaluate stage

BOOK

browse Travel sitesOR Travel-related sitesGo to Hotel sites

Call/email

Call Online Travel sites

X  X  X  X  X  

LEGACY MINDSET

• Create a US centered digital experience in English for Marriott.com

• Translate from English to local language for all other websites

G Globalization plan

Localization planL

MARRIOTT.COM

POWERED BY ALL SYSTEMS, DATA SOURCES, ETC.

Marriott.uk

Marriott.fr

Marriott.cnEspanol.marriott.com

Marriott.de

Marriott.jp

NEW MINDSET

• Build a new global platform that powers web and apps.

• Provide relevant content, features, offers for guests around the globe with optimal user experience.

Marriott.com (web + apps)

Marriott.uk (web + apps)

Marriott.fr (web + apps)

Marriott.cn (web + apps)

Espanol.marriott.com (web + apps)

Marriott.de (web + apps)

Marriott.jp (web + apps)

GLOBAL DIGITAL SYSTEM G Globalization plan

Localization planL

• How do we get there?

• How do we make design decisions for a global audience?

• How do we decide whether we should localize or globalize?

QUESTIONS THAT KEEP US UP AT NIGHT

U.S. & Canada  3,552+

Middle East &  

Africa 170+

Europe 325+

Asia Pacific 230+

Caribbean &  Latin America  

84+

Russia  Spain  

UK

China  Japan

United Arab Emirates

Brazil  Colombia  

Mexico

US

RESEARCH FOCUS

APPROACH

Implement across product lines34Measure success

& optimize experiences

Design localized experiences

(test & iterate)

Understand user needs in market1 2

TRAVELER DIGITAL NEEDS

ARE GLOBALLY CONSISTENT

ARE LOCALE UNIQUE

Emerging economies

Increasing disposable income

Rising familiarity and adoption of online shopping

Increasing use of online travel agencies and their influence on shopping behavior

WHY THE SHIFT?

GLOBALActing on global needs fulfills the basic traveler needs

Main search criteria: • Price • Location • Hotel amenities & room information

(photography) • Ratings & reviews • Deals

LOCAL

Search form (China, Japan)

Guest/Contact Information page Address general to specific Vs specific to general (China vs. U.S.) Postal code (UK)

Color system/preferences

Payment methods

Acting on unique needs provides a competitive advantage

X X X X X

CULTURAL BEHAVIOR: Clicking over Typing

CHINESE CHARACTERS

PINYINin action

realtime simulation

CULTURAL BEHAVIOR: Visual vs Typing

realtime simulation

CULTURAL TRAIT: Color Has Meaning

image credits

LUXURY – cultural perception (examples of domestic brands in Asia)

Shangri-La Hotels

Mandarin OrientalThe Peninsula

LUXURY – cultural perception (examples of international brands)

LUXURY – cultural perception (examples of international brands)

LUXURY – cultural perception (examples of international brands)

LUXURY – cultural perception (examples of international brands)

CULTURAL BEHAVIOR: Fixed vs Flexible

Cash on delivery

REGIONAL PAYMENT SYSTEMS

Credit Cards

Installments

Social Commerce

REGIONAL PAYMENT SYSTEMS

Cash-On-Delivery

CHINA

MEXICO

BRAZIL

ARGENTINA

Most users’ online behavior is similar: some is acquired, some is natural to human species…

There are few differences and they really matter to win your audience and convert. (Glocalization really pays)

We may need to localize a few things only… to measure success (It adds to your ROI)

why this approach? Because…

Research informed our decision

And that allows us to understand that globalizing will fulfill the basic need of users and business - while localizing will elevate success and differentiate us from competition.

TODAY

Like my dad’s approach towards the tacos reminded him of a traditional Indian roti.

Approaching Glocalization with cultural empathy can make any experience more tasteful & useful to all of our different audiences around the world.

Santosh Subramanyame: santosh.subramanyam@marriott.com t: @santsub

Thank you