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Chui Chui Tan

Global Customer Experience and Growth Strategist at Beyo Global

Chui Chui Tan is a culturalisation expert focusing on global growth strategies and customer experience. She helps companies create products, services and experiences their global customers need, desire and expect.

With a PhD in Human-Computer Interaction, Chui Chui takes a holistic approach to fully understanding customers/users with different cultural backgrounds to help businesses define their (product, marketing, design, business, new market launch) strategies and grow their international reach and markets.

Her clients include such as Spotify, Netflix, Asana, Babylon Health, Marriott, Arrival, SEEK and startups preparing for their launch and advising their global strategy. Chui Chui is the author of International User Research, and frequently speaks and runs online/offline workshops on Culturalisation and International UX, as well as International Market Launch and Growth Strategy. She’s also the creator of Global Design Guides.


Your international audiences – what makes them tick?

Designing an experience that matches what your global customers want, expect and need does not refer just to the visual elements. It also means designing your product propositions, marketing or other business strategies that would ‘work’ best in a specific market.

Many businesses are convinced that designing for other markets means copying their successful business model in the home country. They believe that localisation is about translation. They design their products without properly understanding what changes are needed and why they are needed. Even big companies do not always get it right.

In this talk, Chui Chui will discuss how these inaccurate perceptions can lead to flawed business and design decisions. She will also cover how having a clear holistic understanding of your global audiences and their context could lead to a better global market launch and growth. Practical tips will be provided to guide you through the process.

Key takeaways:

  • How to avoid making the common mistakes in designing for your global audiences
  • How to define your international design, launch and growth strategies