JournalArrow left Journal
An illustration of a computer network
Design

Design - it’s not all the same

by Rachel Tan andShuying Yao
26th May 2021

In our previous report, we analysed how high mobile penetration has established strong foundations for mobile-first markets in China and Southeast Asia.

This has led to the advent of superapps, where you can perform a wide range of functions, all without leaving the app. Chinese superapps like WeChat and Alipay pioneered this trend, establishing strong ecosystems, creating mini-programmes, and welcoming integrations with third parties.

With this full suite of functionalities, the interfaces of Chinese superapps are often perceived as complex and cluttered to the Western eye. Animated banners call for the user’s attention everywhere. First-time users are easily confused by which button to use or where to find the information needed. Critics might say that these apps were poorly designed, gaudy and loud.

Before mislabelling this as “poor user experience”, it’s worth considering that different cultures and social nuances are manifested in the design of digital experiences. At the same time, Chinese consumers’ interactions and expectations of digital services are being shaped as they spend more and more time on the most popular apps.

While many Western apps place a large emphasis on usability, superapp users are choosing eventual learnability, forgoing minimalism, and immediate intuition for high-powered function.

In this report, we explore Chinese superapps, mother of the superapp trend, and outline four experience principles we have observed as well as how user behavior patterns on these apps are analogous to their physical interactions and culture.

Download the report in full here.

Related articles

View All
WeChat: Inside a Super App
Man on a phone in China using a QR scanner
Technology

WeChat: Inside a Super App

By Foolproof Team

WeChat is China’s biggest social network with over 900 million users. When it added a wallet in 2014 it caused huge changes in Chinese commerce and society so we conducted an ethnographic study to find out more.

Riding the wave of superapps
An illustration of a person holding a mobile device
Technology

Riding the wave of superapps

By Rachel Tan and Shuying Yao

Our latest report on what's going on with superapps in South East Asia and what this means for businesses globally.

8 app design principles for localising in China
App screens from a Chinese superapp
Design

8 app design principles for localising in China

By Joel Loo and Rachel Tan

How could Euro-centric apps be redesigned to better suit the preferences of consumers in China? We've identified some key design principles.