← Reserva
O-Pal
UX Consultation | 2021
Overview
O-pal is a Tour Guides in Otsu, Japan that provides a unique blend of water sports, cycling tours, and nature activities that cater to both thrill-seekers and those looking for a tranquil escape globally.
US Customer Retention and Lead generation.
Wants to attract and keep US customers due to different design preferences, navigation expectations, content presentation styles, and required information
Efficiency & Usability
Make it more appealing and user-friendly for US customers while retaining the elements that work well for Japanese users. Create a cleaner layout, simplify navigation, present content in a more visual format, and optimize user interaction
Usability Study
Collected survey result of 122 USA customers and users
Dense information layouts with extensive use of text, images, and animations. This design approach aligns with Japanese users' preference for detailed information but appears cluttered and overwhelming to US users
US users typically prefered clean, minimalistic designs with ample white space and clear visual hierarchy, find the website visually unappealing and difficult to navigate
Current comprehensive navigation menus with many options, including drop-down menus and long scrollable pages. This detailed navigation structure meets Japanese users' expectations for thoroughness but can be confusing for US users
US users favored simpler, more intuitive navigation with fewer menu options and a clear path to key information.
Interaction elements such as buttons and links are smaller and closely spaced, with multiple CTAs on a single page. This design suits users who are accustomed to dense interfaces but poses usability issues for US customers
US users expected larger, more spaced-out interaction elements designed for easy touch navigation
The contents are presented in a text-heavy format with detailed explanations and multiple layers of information on a single page. This approach caters to Japanese users' desire for exhaustive details but overwhelms US users
US users prefered concise, visually-driven content with the option to access more details through additional clicks or expandable sections
Differences in UX: Japan & USA (Cultural difference)
Japan
Dense, information-rich layouts, detailed navigation, smaller interaction elements, text-heavy content, cultural design
Japanese websites often feature dense information layouts with extensive use of text, images, and animations. They prioritize providing detailed information upfront, sometimes leading to visually busy pages. Aesthetics may include traditional and culturally specific elements, and vibrant colors are commonly used.
Example: Websites often have a lot of small text and images, giving a busy appearances.
Navigation menus in Japanese websites tend to be comprehensive with many options, reflecting the detailed nature of the content. Drop-down menus are common, and users are expected to scroll through long pages.
Example: Multi-level menus and sidebars with detailed categories.
interaction elements such as buttons and links are often smaller and closely spaced. There is a greater use of text links and multiple CTAs (Call to Actions) on a single page.
Example: Small, densely packed buttons and text links, multiple navigation options on the homepage.
Content tends to be more text-heavy with detailed explanations and multiple layers of information available on the same page. Users are provided with as much information as possible to make informed decisions.
Example: Detailed product descriptions, customer reviews, and specifications all on the product page.
USA
Minimalistic, visually hierarchical layouts, simple navigation, larger interaction elements, visual content, universal design
US websites generally emphasize clean, minimalistic designs with ample white space and a focus on visual hierarchy. Information is often presented in a concise, streamlined manner.
Example: Websites prioritize simplicity and ease of navigation, using large images and clear calls to action.
Navigation is typically simpler and more intuitive, with fewer menu options and a clear path to key information. The use of hamburger menus and sticky navigation bars is prevalent.
Example: Clean top-level navigation with essential links and a focus on user journeys.
Interaction elements are larger, more spaced out, and designed for easy touch navigation, reflecting a mobile-first approach. CTAs are typically more prominent and fewer in number to avoid overwhelming the user.
Example: Large, easily tappable buttons and clear, singular CTAs per page.
Content is typically more visual with a focus on images and videos. Information is presented in a concise manner with the option to access more details through additional clicks or expandable sections.
Example: Brief product overviews with expandable sections for more details and emphasis on visual storytelling.
Resources
"A Comparison of Japanese and Western Website Designs" – UX Matters
"Cultural Differences in User Experience Design" – Nielsen Norman Group
"Japanese vs. American Websites: Differences in Design and Content" – Smashing Magazine