Global UX and Engagement - Show #126

The Global Marketing Show

Waseem Kawaf has built over 400 websites and is an expert in global user experience (UX). He’s currently the co-founder of Seicho Syndicate, where he and his partners design and develop great user experiences for their clients.

Prior to Seicho, Waseem served as Global VP of Digital Experience for Stanley Black & Decker and worked in marketing agency roles.

“Seicho” means exponential growth in Japanese, says Waseem, and his company is aptly named. When prospects and clients have good user experiences throughout their journeys, they stay longer and generate more revenue.

UX optimization can be a daunting prospect for companies of any size –Waseem suggests breaking the project up into small steps, to gain insight into your users. Pick data from the call center, chat, trade shows, or your website to analyze and build the “voice” of the customer.

The goal should be to keep every interaction “simple, connected, and frictionless,” he advises. “And rather than starting UX strategy meetings with brainstorming, try an ‘Outside-In’ philosophy instead, which works from the customer’s perspective and gives clear direction for your initial moves, an important lesson he learned while earning an MBA from MIT.

Throughout his career, Waseem has worked in the global arena. That broad experience made it clear to him that companies must consider local markets – not all users around the world consume information, interact, or buy the same way. By taking a collaborative approach rather than an authoritative one, teams can take all users into account. It may take longer but will lead to greater success.

And in the end, the Pareto principal will apply – 80% of the work can be globalized and 20% localized. The Stanley Black & Decker team created content in English and then translated any material deemed important or helpful into local languages.

Waseem’s best advice: “Stay hungry and humble. Develop your emotional intelligence, stay curious, and respect the ‘Power of WE.’ Consider yourself the stirrer in a lovely drink – by bringing all the different tastes and flavors together, you create a magical experience.”

Links:

Website: https://seichosyndicate.com/

LinkedIn: https://www.linkedin.com/in/kawaf/

Connect with Wendy - https://www.linkedin.com/in/wendypease/

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com