【アレスグッド アドベントカレンダー Day15】UI/UX Differences Between Japanese and US Websites
🎄このエントリーはアレスグッドの Advent Calendar 2023 という企画の15日目の記事です。
Ever wonder why Japanese websites look so different from US ones? Although this does not apply to all Japanese websites out there, I believe that the majority of Japanese websites tend to be cluttered with a lot of information, images, banners, and links, while US websites keep it simple and minimalistic. Why is that? Let’s dive into why that is and how you can design a website that caters to both tastes.
There are understandable reasons why Japanese sites provide extensive information. The culture emphasizes thoroughness and nuance in decision making. Users value weighing all accessible factors before choosing. They do not mind making the extra effort in scrolling or clicking between pages to acquire the information. In addition, there is a stronger sense of "keeping things the way they were" as familiarity is tends to be the safer choice.
US websites are usually simple and minimalistic. This is because US users like to have a quick and easy overview of what they are looking for. Visual appeal and usability strongly influence opinions, while busier, less modern designs become less engaging for the user. I certainly tend to stop using the site if it is difficult to use, looks outdated, or just doesn't have any "pizazz" to it. Cultural viewpoints vary worldwide regarding online experiences, though shared is the desire for worthwhile, well-designed digital interactions. This is key to building site trustworthy and reliability.
One example of highlighting this difference is the Rakuten website, one of the largest online retailers in Japan. The US version of Rakuten (although mainly used for coupons, promos and cash back deals) has a simple and elegant layout, with a few categories and deals on the homepage. The Japanese version of Rakuten on the other hand has a more complex and vibrant layout, with a red background, and a lot of images, links, and text on the homepage. The Japanese version also has more services and functions, such as points, cash back, travel, credit cards, and e-books.
So what is the best compromise for making a website that can accommodate both Japanese and US users? There is no definitive answer to this question, as different websites may have different goals and audiences. However, some general principles that can help are:
Provide clear navigation and search functions to help users find what they are looking for.
Use visual hierarchy and contrast to highlight the most important information and features.
Use localization (as we have done) to tailor the content and design to the preferences and expectations of each market.
Test your website with real users from both cultures to get feedback and insights (work in progress).
By following these principles, you can create a website that can balance between simplicity and completeness, and between clarity and richness. Having taken inspiration from other modern job hunting websites, there is a lot that I would like to change. However, as the majority of our clients/users are part of the Japanese market at the moment, our designs are more "Japanesesque". Regardless, I intend to bring more modern and design principles to the table in order to make our service stand out from the rest.