Design for the wider world

This is a past event

49 people went

Price: £11.00

Pivotal Software

211 Old St · London

How to find us

Second Floor, The Warehouse (Behind Grind), 211 Old St, Old Street, London EC1V 9NR

Location image of event venue


This month we will be looking beyond our little island, and the Western perspective on technology to explore design for emerging markets and cultures different to our own.

We are delighted to have Rachel Simpson from Google and Chui Chui Tan from Beyō Global.

Learning from our next billion users

In 2016, India overtook the US in internet users. With the next billion users coming online for the first time in emerging markets, teams are tackling new constraints and opportunities to meet the needs of young, mobile-only users. Cost, connectivity, relevance, and literacy are key themes.

Rachel will speak about designing for these users on Google Chrome, and will tell the story of Google Go: a startup Internet App within the company that was launched specifically for these users. She’ll touch on the unique constraints users in these markets face, and share the compelling solutions they have catalyzed within Chrome, Google Go, and other products.

Whether or not the product you’re creating is currently only being sold in one country, it’s always crucial to design and build it with global audiences in mind.

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 understand 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 businesses and decisions, and explore why and how to understand and design for users in different markets.

Chui Chui founded Beyō Global, a consultancy which helps companies use market, user behavioural and cultural insights to design a better product and service for their international customers. She works with companies such as Spotify, Marriott, Asana and TransUnion helping them to define their business and product proposition in different markets. Chui Chui is also the author of the book International User Research, the editor at Smashing Magazine and a regular international speaker.

Rachel is a Senior Designer, with 7+ years working with award-winning Design Agencies, ground-breaking Startups, and on teams at Google since 2013 (Chrome, Search, Duo). She has worked with clients and collaborators like Seth Godin, BMW/DriveNow, Doctors without Borders, and Freeletics.

She has led over 20 Design Sprints, helping Doctors Without Borders drive organizational change, and transforming how Chrome approaches translation. She co-founded the first German version of the Maker Faire (Make Munich), and founded the Design Jam (


£10 of ticket fee is refundable after you arrive and sign in with us, or give us 48 hours notice. This helps reduce no-shows and allows others who want to attend a chance of getting in.