Prilagodba hrvatskog digitalnog proizvoda stranim tržištima

master's thesis

• Author: Petra Vižintin
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2021-9-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Prilagoditi proizvod stranom tržištu ne znači jednostavno prevesti njegov sadržaj na ciljani strani

jezik, već podrazumijeva prilagodbu proizvoda u cilju ostvarivanja lojalnosti korisnika i osjećaja

da je taj proizvod kreiran upravo za to tržište.

Problem prilagodbe jest taj što ona ne bi trebala dodavati nikakvu novu vrijednost proizvodu, već

bi zapravo trebala biti i ostati neprimijećena. Lokalizacija proizvoda nije novi izgled korisničkog

sučelja, već njegova adaptacija uz pomoć različitih metoda testiranja korisničkog iskustva i

elemenata korisničkog sučelja.

Jezik, a time i kultura, predstavljaju najveću prepreku k uspjehu na željenom tržištu. U takvim

slučajevima korisničko sučelje postaje jedan od glavnih elemenata prilagodbe samog proizvoda.

Međutim, uspješnost adaptacije diktirat će razumijevanje kulturnih i društvenih razlika. Te je

razlike teže primijeniti kada se usporede američki dizajn digitalnih proizvoda i hrvatski, s

obzirom na to da je potonji uvelike baziran na prethodnom (gledajući pravila dizajna, ali i

činjenicu da većina hrvatskih digitalnih agencija upravo i radi za američko tržište).

Kada se istočnjačka i zapadnjačka kultura stave u jukstapoziciju, kulturne i društvene razlike

postaju i više nego očite.

Abstract (english)

Adapting a product to a foreign market does not simply mean translating its content into the

target foreign language, but rather localizing the product in order to achieve customer loyalty and

the feeling that the product was created specifically for that market.

The problem with localization is that it should not add any new value to the product, and should

be and remain unnoticed. Product localization is not a new user interface layout, but its

adaptation using various user experience testing methods and user interface elements.

Language, and thus culture, is the biggest obstacle to success in the desired market. In such

cases, the user interface becomes one of the main elements of customization of the product itself.

However, the success of adaptation will dictate an understanding of cultural and social

differences. These differences are more difficult to apply when comparing American design

practices of digital products with Croatian design practices, since the latter is largely based on

the former (looking at the design process, but also the fact that most Croatian digital agencies

work for the American market).

When Eastern and Western cultures are placed in juxtaposition, cultural and social differences

become more than apparent.

• Keywords: lokalizacija; prilagodba sadržaja; ux dizajn; utjecaj kulture
• Keywords (english): localization; content adaptation; ux design; impact of culture
• Language: croatian
• URN:NBN: urn:nbn:hr:216:576382
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 23:53:32