Designing services and products for new markets can be a huge challenge. In order to succeed we must rethink how people of other cultures give meaning to things and what they value.
User-centric design offers all the right tools and methods to deal with such challenges. But what are dimensions in which cultures differ in practice and how do they influence our design process and the way we should manage intercultural projects?
We will present hands-on insights, challenges we faced and learnings from our case study of transferring a service from Germany to China.