Design Like a Chameleon: Adapting Experiences Across Contexts
Every global experience faces the same dilemma: adapt too little and you feel distant, adapt too much and you lose yourself.
Familiar patterns make experiences easy to use and reduce friction. Yet diverse contexts demand adaptation, from trust signals to the shape of entire experiences.
In practice this means walking a fine line between convergence that simplifies and variation that creates meaning.
In this talk, Anna Nerz explores how to design like a chameleon: adapting to different contexts while staying recognisable at the core.
Drawing on lessons from creating experiences across many markets, she shares what can change, what must remain stable, and how experimentation helps strike the right balance.
