Having recently relocated from India, a country deeply rooted in tradition and a rapidly evolving digital landscape, to Malaysia, a vibrant melting pot of cultures, I’ve embarked on a fascinating journey of cultural discovery. I’ve always been intrigued by how cultural psychology influences user behavior and product preferences. However, nothing quite prepared me for the shock I experienced when I first encountered Malaysian & Chinese apps.

Coming from a background of using both US and Indian apps, I was used to a certain level of visual clarity and organization. But Malaysian & Chinese apps, with their seemingly cluttered interfaces and overwhelming array of features, left me scratching my head. “How do people even use these apps?” I wondered.

Driven by curiosity and a desire to understand this new digital landscape, I started on a journey of discovery. Through research and conversations with local users, and native product folks I uncovered the cultural factors that shape app design in Malaysia and other parts of Asia.

Here’s what I learned:

The Contrast: Minimalism vs. Maximalism

The contrast between Western and Asian app design philosophies is striking. Western apps, particularly those from the US, often adhere to a minimalist approach, prioritizing simplicity and ease of use. Think of the clean lines of Google’s search page or the uncluttered interface of an American banking app.

In contrast, Malaysian & Chinese apps, much like those in other parts of Asia, tend to adopt a maximalist aesthetic. They are often packed with features, icons, and information, creating a visually rich and dynamic experience. At first glance, this might seem overwhelming to a Western user, but it’s important to remember that these designs are deeply rooted in cultural preferences and user expectations.

The Super App Phenomenon

One of the most prominent features of the Asian app landscape is the prevalence of “super apps.” These multifunctional platforms, such as WeChat in China and Grab in Southeast Asia, offer a wide array of services within a single app. From messaging and social networking to payments, e-commerce, and even ride-hailing, super apps consolidate various functionalities into one convenient package.

This all-in-one approach resonates with users in collectivist cultures like Malaysia, where the emphasis is on community and interconnectedness. Super apps foster a sense of belonging and streamline daily tasks, making them an indispensable part of many people’s lives.

Cultural Factors at Play

The differences in app design go beyond aesthetics. They reflect deeply ingrained cultural values and psychological tendencies.

• Holistic vs. Individualistic: Asian cultures tend to be more holistic, focusing on the interconnectedness of elements and the bigger picture. This is reflected in app designs that present multiple features and information simultaneously. Western cultures, on the other hand, are more individualistic, valuing independence and autonomy. This translates to app designs that prioritize focus and clarity, often presenting one task or piece of information at a time.
• Polychronic vs. Monochronic: Asian cultures often embrace a polychronic approach to time, juggling multiple tasks and activities simultaneously. App designs with numerous features and options cater to this multitasking mindset. Western cultures tend to be more monochronic, preferring to focus on one task at a time. This is reflected in streamlined app designs that minimize distractions.
• High-Context vs. Low-Context: Asian communication styles are often high-context, relying on implicit cues and shared understanding. App designs may assume a certain level of user knowledge and familiarity with cultural symbols and conventions. Western communication is typically low-context, emphasizing explicit and direct information. App designs tend to be more explanatory and leave little room for ambiguity.

Mobile Leapfrogging and the Digital Landscape

The rapid adoption of mobile technology in many Asian countries, bypassing the traditional desktop era, has also shaped app design trends. With smartphones becoming the primary access point to the internet for many users, app designers have prioritized mobile-first experiences, often packing more functionality into smaller screens.

Embracing Cultural Diversity in Design

As a product manager, my experience in Malaysia has been a valuable reminder of the importance of cultural awareness in product design. It’s not enough to simply replicate successful designs from other markets. We need to understand the unique cultural context of our target audience and tailor our products accordingly.

Whether it’s embracing the maximalist aesthetic of super apps or incorporating culturally relevant symbols and metaphors, culturally informed design is key to creating products that truly resonate with users.

My journey of discovery in Malaysia has just begun, and I’m excited to continue exploring the fascinating interplay between culture and technology. By appreciating these cultural differences, we can build products that people love and that respect the diverse ways people experience the world.