K. Potyrala & G. Kazlauskaite
User Experience Architects
Philip Morris International

“Why 9 is not always 9? How culture impacts user research”

When it comes to cultural difference, it is an important aspect that influences user research and analysis. What do we need to consider when organizing and conducting research with people from different cultures? We will share our experience, learnings, and observations on when not to conduct user research, and explore whether numbers always reflect the same level of satisfaction in different cultures.

About Katarzyna: Katarzyna Potyrała is a UX Professional with 5 years of experience. She is currently the only person in Poland to hold a Master Certificate from Nielsen Norman Group. In her work, Katarzyna puts focus on UX research, using different methods including in-depth interviews, field studies, usability testing, information architecture testing. She has been supporting a variety of projects for dissimilar areas: manufacturing, sales, finance, HR. For the last 2 years, Katarzyna has been working in a Product Team’s environment where she combines her two passions: UX research and Product Design.

About Giedre: As a UX professional, Giedre Kazlauskaite currently works for a global company providing support to a wide variety of projects, including B2B solutions. Her job entails conducting research, generating insights, interactive prototyping, and involves a creative touch that makes solutions speak a more human language. Shortly after graduating from Multimedia and Graphic Design, Giedre fell in love with User Experience. She holds a UX Certification by Nielsen Norman Group, and she’s particularly passionate about user research, the human mind and usability. Link to Giedre’s Linkedin profile: https://www.linkedin.com/in/giedre-kazlauskaite-51088911b/