Design for cultural diversity: a perspective on global experiences 

To design global products, one might assume that the process is as simple as localizing the language, modifying a few images, and calling it complete! As a Senior UX Designer working on the Enterprise News experience for Viva Connections, I regularly see how designing for impact requires delving deeper into the cultural factors that shape user behavior. It is a complex and rewarding process of building relationships that are rooted in respect and consideration for others.

Culture and diversity: two concepts that should never be separated

Meaning is a notion that is culturally created and influenced. To design “meaningful” experiences—in my case, I need to make sure customers can discover and engage with internal company news in meaningful, efficient ways—you must root in the cultural contexts of customers. 

 As a Brazilian from Minas Gerais, we communicate based on context and stories, often using indirect language. That’s very different from how people communicate and interact in Canada, where I currently live and work, and inclusive design practices really help bridge these gaps. A few years back, I worked with a blind, French speaking person from Quebec for usability testing with a Canadian newspaper where draft laws and regulations are published before they come into effect.  

At first glance, the task appeared straightforward: making the screens readable with screen readers, localizing the text, and ensuring everything worked correctly. But localizing experiences is not just about connecting the languages or addressing accessibility constraints; it’s about understanding the cultural differences that influence how interfaces are developed and used. For this paper, the interface had to support everyone from lawyers and policy analysts to everyday citizens, including blind users who rely on screen readers to navigate complex legal content.  

Because the content was so text-heavy and technical, the challenge wasn’t just about making it accessible, but also making it searchable, scannable, and culturally inclusive across Canada’s multiple official languages. Working with our usability tester, I came to see how risky it would have been to rely on a generalized persona because there is no “average” user with their customer base. Instead, focusing on specific tasks and user behaviors led to far more effective, meaningful, and inclusive design decisions.  

Having now lived in Canada for five years, I have learned that sometimes one must detach from oneself in order to fit into a certain context—disassemble to reassemble. This process also reshaped my approach to UX Design as I learned over time how to balance functional clarity with cultural depth. Ultimately, by embracing cultural diversity, one can minimize biases to develop a true empathy. 

Localization versus cultural adaptation 

Localization is often mistaken for cultural adaptation. While localization focuses on adapting products to a specific language and certain regional elements, cultural adaptation extends beyond territorial boundaries, addressing deeper cultural nuances and behaviors. 

For instance, the color red has been associated with warning or danger in the western world while the same color red means prosperity or celebration in many countries of Asia. Or, while most regions use left-to-right navigation, languages like Arabic and Hebrew rely on right-to-left navigation. The same is true for dates. A user from Canada will probably expect “MM/DD/YYYY” while the same user from Germany will expect “DD.MM.YYYY”. Designing interfaces to accommodate these patterns ensures comfort and avoids confusion for both user groups. 

When it comes to language, some cultures consider direct communication impolite while for others, it’s the norm. Interfaces that adapt levels of formality in text and audio responses can bridge these differences. Real cultural design goes beyond the functional requirements and involves understanding the user. This helps ensure they have an authentic and comfortable experience—even if their culture is quite different from the designer’s. 

Shared growth in diversity 

Designing for people with distinct characteristics is a mutual activity and as we interact with users from other backgrounds, we come up with better solutions. Companies that embrace cultural differences in the design process can design products that are easy for a wide range of users, including the target audience. 

 At Microsoft, there is a focus on what is referred to as Global Readiness to promote diversity in UX work. This policy, along with a set of corresponding tools, help in making sure that the products and services being developed are culturally relevant and acceptable on a global level. To achieve this, designers can develop interfaces that acknowledge and embody the culture of the users. This initiative, when incorporated in the design process, makes sure that cultural differences are seen as added value rather than hurdles. In turn, that ensures the products being designed are not only useful but also culturally relevant. 

The future of design is universal 

Instead of attempting to meet rigid cultural standards, why not redefine the concept of ‘cultural diversity’ as a strength? Cultural differences aren’t obstacles to design around but ways of creating products that are more interesting and easier to understand. Enhancing and not erasing our differences allows us to shift from focusing on “fit” and move toward focusing on universal value.  

By viewing cultural differences as a springboard for creation, we can design products that are more useful and impactful. As you start your next design initiative, take the challenge: 

Is this interface sensitive to cultural variations? 

• Are we being culturally sensitive in a way that would enable or disable the use of this product? 

• Are we analyzing cultural differences as potential strengths? 

Asking these questions ensures we go beyond surface-level aesthetic changes to create systems that truly support and connect users.  

The next time you start a project, take a second to think about the cultural stories that your design can tell. In the end, designing for cultural diversity isn’t just about creating interfaces—it’s about building bridges that unite humanity through shared understanding, one meaningful experience at a time.