Designing Across Cultures

Without any knowledge of the Chinese language or culture, I took on a project that turned out to be both challenging and rewarding. The goal was to design an app that connects farmers with truckers to help transport fresh produce—essentially a two-sided logistics platform, similar in spirit to Uber.

 

The project pushed me to find the balance between meeting the client’s expectations and staying true to my own design values. Over the course of six months, I learned that design practices in China can differ significantly from those in the Netherlands. For example, bold design choices can be seen as inappropriate, or cause someone to "lose face," which is something to avoid in a professional setting. I also noticed that many elements—like sign-up pages—tend to follow consistent, recognizable patterns across most Chinese apps.

 

Both sides of the app needed a consistent yet distinct look. I used soft blue and soft orange as complementary colors, visually representing the balance between the two user groups.

 

As part of a small design team, I acted as the bridge between the client and the developers. We gathered client feedback, communicated with the coders about what was feasible, and iterated our designs based on technical limitations and cultural sensitivities. In the end, we delivered a cohesive and culturally mindful product that worked for both users and stakeholders.