E-commerce Platform Mobile Interface Experience Design from a Cross-Cultural Perspective

Objective: Because of the problem of cognitive bias in interface information among cross-cultural users, the research goal is to achieve “cross-cultural adaptation” of e-commerce mobile interface design and improve the experience of cross-cultural users. Method: Combining the literature research method and case analysis method, we analyzed the dimensions of cultural differences between different countries in e-commerce scenarios, sorted out the differences in behavioral habits of cross-cultural users and their involved interfaces in e-commerce contexts, and refined three interface conceptual design processes that are strongly related to cross-cultural. Result: This paper proposes a CID (Cross-Cultural Interface Design) model for e-commerce platform mobile terminals that adapts to cross-cultural differences and further explores a series of cross-cultural interface design strategies between China and the United States with examples. It improved the design strategy by comparing the relevant interfaces of TikTok’s American and Chinese versions. On this basis, the design practice of optimizing the interface of the American version of Pinduoduo was completed, and the feasibility of the model was initially verified. Significance: This study is a comprehensive consideration from multiple perspectives of culture, cognition, and experience, which has a certain degree of universality, which provides new perspectives for theoretical research and theoretical references for the development of cross-cultural interface experience design research, and provides new practical paths for the practice of mobile interface design in the cross-cultural e-commerce platform project between China and the United States.