Discover How UX Culture Works
Drawing on the work of Geert Hofstede, Erin Meyer, David Livermore, and his testing and fieldwork in the U.S., Mexico, and South America, UX Culture Works principal Eric Olive shows clients like Citi and Procter & Gamble how to evaluate their online product offerings so that they more closely reflect the different cultural orientations of users in the U.S. and Latin America. For example, while:
- Americans frequently lament flashy ads and pop-ups, Mexican consumers often seek a deal and frequently comment on the absence of promotional offers.
- Americans prefer a direct, “just-the-facts” approach, Brazilians are more likely to respond to passion pages built around a theme relevant to their specific interests.
- Cybersecurity is a global concern, its importance to users varies widely. In Latin America, for example, users consistently rate online security as one of their top two concerns. In contrast, users in the U.S. believe security is important but are more likely to refer to security fatigue.
After living in France and Spain, Eric completed an M.A. in political science at Indiana University where he served as a Mellon fellow and then a MacArthur fellow at the Indiana University Center on Global Change and World Peace. Eric’s studies focused on comparative politics in areas including China and comparative development. Later, he lived in Mexico.
Eric’s 17 years in UX have included work with Spanish-speaking users in the United States and a series of user-centered design projects for the largest bank in Mexico.
Eric’s UX work has also taken him to remote sites in Mexico and Colombia where he observed (CI) and interviewed operators of heavy construction equipment. The goal was to better understand the operators’ needs so that the manufacturer could improve the equipment from an ergonomics and human factors perspective.