Designing Local Navigation for Chinese Populations : A qualitative study about how Chinese users’ local navigation preferences differ from the preferences of European users

Sammanfattning: The international communities of user interface, user experience and interaction designers are in an increasing need of considering Chinese users’ experiences when designing websites. China, along with other mandarin speaking populations, consists of a huge market. Almost one-fifth of global Internet users used Chinese as preferred language in 2020. Additionally, more and more companies worldwide are interested in doing business with the Chinese market.  Targeting the needs of internet users coming from a different cultural background requires a special approach as cultural characteristics may influence the users’ expectations. Even though there have been attempts to characterise user interface menus suitable for Chinese users, as of 2022, it is still challenging to access a study on explicitly navigation. The purpose of this qualitative study is to investigate how local navigation can be adapted to the needs of Chinese users. This study also aims to examine the differences between Chinese and European users’ local navigation preferences. During the study, 2 Chinese subjects and 2 European subjects tested three versions of a web prototype that been developed according to the already established research on designing user interface (UI) for Chinese users. Each prototype alternative presented one of the three local navigation alternatives: inverted L, horizontal and embedded vertical. The data has been collected through conducting contextual inquiry in the form of semi-structured interviews and observations. The gathered information was then analysed through thematic analysis. The two themes: Accessibility of content and Interpreting functionality emerged from the coded data. This study acknowledged that differences between local navigation for Chinese and European users arise in cognitive traits. The Chinese users tend to categorise based on interdependence and relationship (thematic cognitive style) rather than to classify by functions, analyse components and infer common features (functional cognitive style). Furthermore, it has been recognised that Chinese population performs better with horizontal menu layouts with English interfaces. Results from this study show that the horizontal local navigation gained the biggest amount of positive feedback from Chinese interviewees, whereas vertical one the least. Even though, the findings illustrate that both Chinese and European subjects considered horizontal local navigation to be the most effective solution, interviewed Chinese users represented the least homogeneity in preferences. This study suggests that in order to develop guidelines for a fully functioning navigation system with English interfaces suitable for Chinese users, more studies on not solely local but also global and contextual navigation should be carried out.