The Importance of Nimawashi in Design

There is a lot of hate directed at Japanese UI design. To Western eyes, it's just too busy, too dense, too confusing, too outdated, and just plain wrong. And sometimes that's true, but usually there are very good, and highly profitable, reasons Japanese websites and Japanese software looks the way it does. Today I sit down and talk (and argue a bit) with Brandon Hill about how Japanese design got this way, and the new direction it's currently heading. It's an amazing conversation, and I think you'll enjoy it. Show Notes Why people think Japanese UI design is broken The real reason Japanese sites never seem to get updated Why young Japanese sometimes prefer old-fashioned design How high-information density builds trust in Japan The social trigger that caused Japan to (almost) abandon minimalist design Why Japanese core design metaphors differ from those in the West Answering the top Western criticisms of Japanese design How Japanese labor law affects web and app design Why Western logo design is changing (and not for the better) The impact of smartphones on online and brick-and-mortar design What it's like for foreign designers at Japanese companies Links from the Founder Everything you ever wanted to know about btrax The amazing btrax blog A recommended in-depth article on American and Japanese UI/UX design Follow Brandon on Twitter @BrandonKHill Friend him on Facebook Transcript Welcome to Disrupting Japan. Straight Talk from Japan's most successful entrepreneurs. I'm Tim Romero and thanks for joining me. Today we're going to talk about Japanese UI/UX design. For the last 20 years, there's been this steady stream of Western designers explaining how Japanese web design is “broken”. Now, those critics often make some good points, but they usually completely misunderstand the underlying reasons that Japanese design is the way it is. Today we're going to address these criticisms once and for all as we sit down over a beer with my old friend Brandon Hill. Now Brandon runs btrax, a design and market entry consultancy based in San Francisco. And for the past 10 years, Brandon's been working with Japanese firms to get their design and UI ready for the American markets and with American firms to get their design and UI ready for the Japanese markets. In terms of practical hands-on experience, Brandon probably knows more than anyone in the world about the reasons Japanese and Western UX design are so different. And that's what we're going to dig deep into today. This episode's a little long, but I assure you it's worth it. There was simply nothing more I could have edited out. We explore the common criticisms of Japanese design, we talk about the psychology of e-commerce, and we dive deep into Japan's commercial culture. But you know, Brandon tells that story much better than I can. So, let's get right to the interview. Interview Tim: So, cheers! So, I'm sitting here with Brandon Hill, the CEO and founder of btrax. So, welcome back. Brandon: Thank you so much. It's my pleasure to be back here. Tim: Now I've given everyone a really detailed description of you and your expertise during the intro. But just to make sure, why don't you tell us a little bit about what btrax does. Brandon: I started this company btrax long time ago. It's a long time that I don't even remember when that was, but started as a web design agency in San Francisco, and then we started specializing in US and Japanese localization and cross-border, cross-cultural marketing and branding. We now do a lot of work for Japanese corporations to create a new businesses as well as promoting them, branding them, and expanding them into the global market. Likewise, we work with many US companies coming to the Japanese market, taking care of their marketing and branding and localization. So, that's what we do, Tim: And that is why I'm so glad to have you here,