Lesson 5: Global Product Design

Process for Cross-Cultural Product Design

When designing a product for several cultures in a global market, one needs to consider the global nature of the product. First, the products must have an international scope. This allows the designer to easily adapt the product to support customers in any part of the globe regardless of language, country, or culture. For this to happen, the designer needs to have knowledge of the language, country and culture. This allows him/her to design the product for maximum transferability. While it is unreasonable for a single or even a group of designers to have knowledge and understanding of every culture, the designer should be able to tap into each culture to obtain feedback that will provide insight on how to design the product.

The global product design should have two features. First, the product needs to follow international standards and meet the highest standard of each culture or country it wishes to enter into. For example, if a country is designing and manufacturing modular homes for export to other countries, the home's design needs to consider the cultural preferences, but it needs to meet the plumbing, electrical and construction standards of each country. While some international standards have been set, the designer should design the product for the highest standard among the targeted countries. This will enable it to meet the standards of all of the countries. The basic design should allow the product to be customized to work in each culture.

Second, from the basic design, the designer needs to understand how the product needs to be modified to fit each target culture. The common culture free components allow the product to fit to adapt to what each culture wants and needs. Some specific examples are given on the next page.

Localization allows the product to be adapted to a local culture and customs. It fits into a local market and meets the needs of local people. It is easily adapted to the specific, unique cultural requirements. Being able to move smoothly from one international culture to another creates a truly global product.