1 Aaron Marcus and Associates, Inc. Experience Intelligent Design: www.AMandA.com Mapping User Interface Design to Culture Dimensions Samuel K. Ackerman, Business Development/ Projects Manager Aaron Marcus and Associates, Inc. (AM+A) Emeryville, California, and New York City, NY USA California Tel: +1-510-601-0994, Ext. 14 Email: [email protected]Web: www.AMandA.com IWIPS 2002 Austin, Texas 13 July 2002
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1Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Mapping User Interface Design to Culture Dimensions
Samuel K. Ackerman, Business Development/ Projects Manager
Aaron Marcus and Associates, Inc. (AM+A) Emeryville, California, and New York City, NY USA California Tel: +1-510-601-0994, Ext. 14 Email: [email protected] Web: www.AMandA.com
IWIPS 2002 Austin, Texas
13 July 2002
2Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Introduction
E+M-Commerce: global distribution of products and services
User diversity: demographics; individual needs/wants; goals, tasks, roles
User-interface design issues: complex and challenging; can improve performance and appeal
Cross-cultural issues: new challenge; what is relationship of culture dimensions to user-interface components?
3Aaron Marcus and Associates, Inc.
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User-Interface and Information-Visualization Design
User-interface componentsMetaphors: Essential concepts in words, images, sounds, touchMental Models: Organization of data, functions, tasks, roles, or people at work or play, static or mobileNavigation: Movement through mental models via windows, dialogue boxes, buttons, links, etc.Interaction: Input/output techniques, feedbackAppearance: Visual, verbal, acoustic, tactile
Information visualization: Tables and formsChartsMapsDiagrams
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In a global economy, should every Website look like this?
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Are mobile devices and services in Asia right for the rest of the world?
Does everyone have one-hour train commutes?USA (auto) commutes = 15.4-31.2 min. (USA Today, 6 Aug. 2001)
How does “usability” and “user experience” differ among cultures?
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Which Website for Saudi Arabia is Better?
How/what to represent the target culture?
Should designs impose foreign values?
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Business Challenges
Determine optimum characteristics: Relies on market and user data
Assist and appeal to target markets: Achieves short-term and long-term success
Avoid too many variations: Wastes time and money
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Globalization Development Process
Plan: Include global issues in all steps
Research: Investigate global sets of users, issues
Analyze: Determine global criteria, targets
Design: Visualize global alternatives
Implement: Use tools that facilitate global variations
Evaluate: Test prototypes with global user sets
Document: Include global guidelines, specs
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Globalization Guidelines Topics
Users: Demographics; needs/wants; tasks, roles
Technology: Platforms, access, support
Business: Models, success metrics
Metaphors
Mental models
Navigation
Interaction
Appearance
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Guidelines Considerations: Appearance Details for Color
Follow perceptual guides for legibility, warm/cool, 5±2 variations; warning/danger colors
Respect national, cultural, religious usage:
– Sacred examples: White/blue/gold (Western) vs. green/blue (Arab) vs. yellow (Buddhist)
Consider attitudes toward high- vs. low-chroma(pastel) colors
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Example: Color Sets
Sacred Colors
High- vs. Low-Chroma Colors
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Color preferences: National Flag Colors
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Finnish Backgrounds for USA?
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Dimensions of Culture Theorists
Kluckhohn and Strodtbeck: Value Orientations
David Victor: Cultural Features
Edward Hall: Context and Time
Fons Trompenaars (including Parson’s Pattern Variables): Riding the Waves of Culture
Geert Hofstede: Cultural Dimensions
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Kluckhohn and Strodtbeck: Value Orientations, 5 Existential beliefs
Character of human nature (good, evil, mixed; changeable or given)
Relationship to nature (mastery, harmony, mastered by)
Time (past, present, future orientation)
Human action (doing, being, becoming)
Relationships to others (individualism, lineality, collectivity)
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Victor, Hall, Trompenaars: Theoretical Bases
Structure of language and culture
Context: focus on verbal/ nonverbal communication; information in explicit code or in physical environment
Time: focus on past/ present/ future; one/ many things at a time
Additional existential dimensions
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Culture Dimensions: Geert Hofstede
Cultures and Organizations: Software of the Mind, Geert Hofstede, McGraw-Hill, 1991, 1997
Hofstede examined IBM employees in 50 countries, 1978-83
Statistically valid data and analysis
His focus….
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Hofstede’s 5 Dimensions of Culture
1. Power-distance
2. Collectivism vs. individualism
3. Femininity vs. masculinity
4. Uncertainty avoidance
5. Long- vs. short-term time orientation
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Culture vs. UI : Power Distance, 1/2
MetaphorsHigh: Institutions, buildings with clear hierarchy: schools, government, monuments, etc.Low: Institutions, buildings with equality, options: Summerhill, play/games, public spaces, etc.
Mental ModelsHigh: Reference data with no relevancy rankingLow: Less structured data with relevancy
InteractionHigh: Severe error messages: “Entry Forbidden,” “You are wrong;” wizards or guides lead usageLow: Supportive error messages, cue cards
AppearanceHigh: Images of leaders, nations; official music, anthems; formal speechLow: Images of people, daily activities; popular music; informal speech
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Culture vs. UI: Individualism vs. Collectivism, 1/2
Mental ModelsIndividualist: Product- or task-orientedCollectivist: Role-oriented
NavigationIndividualist: Individual paths; popular choices, celebrity choices; stable across roles; customizableCollectivist: Group-oriented, official choices; changes per role
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Culture vs. UI: Individualism vs. Collectivism, 2/2
InteractionIndividualist: Keyword searches; active-oriented; multiple devices; customizable; Collectivist: Limited, official devices; role driven
AppearanceIndividualist: Images of products, people; low context; hyperbolic, dynamic speech; market-driven topics, imagery, language; customizable; direct, active verbsCollectivist: Images of groups, organizations; images of roles; high context; official, static terminology; institution-driven topics, imagery, language; passive verbs
MetaphorsLong: Stable family, Father: Mafia,Chinese state businesses, IBM in 1950sShort: Interchangeable roles, jobs, objects
Mental ModelsLong: Love/devotion; social coherence, responsibility, supportShort:Liberty: socialincoherence, social irresponsibility, efficiency
NavigationLong: Tolerance for long paths, ambiguity; contemplation-orientedShort: Bread-crumb trails, taxonomies; quick-results; action-oriented
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Culture vs. UI: Long-Term Orientation, 2/2
InteractionLong: Preference for face-to-face communication, harmony; personalized messages; more links to people; live chats; interactio0n as “asking”Short: Distance communication accepted as more efficient; anonymous messages tolerated; conflict tolearated, even encouraged; performance criticalr communication
AppearanceLong: Cultural markers: flags, colors, natonal images; soft focus; warm, fuzzy images; pictures of groups inviting participation, suggestions of initimacy and close social distanceShort: Minimal and focused images; shart borders, lines, edges; concentaaion on showing task or product
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Siemens German Website: Western
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Siemens Chinese Website: Eastern
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Research Objective: Map Culture Dimensions to UI Components
Metaphors Mental Model Navigation Interaction Appearance
PowerDistance
Individualismvs.Collectivism
Masculinityvs.Femininity
UncertaintyAvoidance
Long-TermTimeOrientation
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Additional Sources of Insight
Dimensions of persuasion, trust, intelligence
How do culture dimensions relate to user-interface components?
Discussion based on Marcus and Gould (Emilie Gould, [email protected]) HCII 2001 tutorial and work of participants:
Cynthia AbatDaniela BusseMakoto ImamuraRana El KalioubyMichael PaetanMark TrammelEveryl Yankee
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Dimensions of Persuasion
Reciprocation
Consistency
Social validation
Liking
Authority
Scarcity
Robert Cialdini, “The Science of Persuasion,” Sci. Amer., Vol, 284,
No. 2, 2001, pp. 76-81 (www.influenceatwork.com)
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Dimensions of Trust
Attraction: Attractive people trusted moreDynamism: Activity, e.g., moving hands, textExpertness: Relevant skillsFaith: Belief in predictable futureIntentions: Revealed objectives and goalsLocalness: Presumed similar values, behaviorReliability: Dependable, predictable, consistent
Bailey, Gurak,and Konstan, “An Examination of Trust Production in Computer-Mediated Exchange,” Human Factors and the Web 2001 Conference, http://www.optavia.com/hfweb
Nisbett, et al: Basic patterns of thought are cultural
Western “rational” vs. Eastern simultaneous conflicts
Tests conducted on Japanese, USA participants
Nisbett, Peng, Choi, Norenzayan, “Culture and Stems of Thought: Holistic vs. Analytical Cognition,” Psychological Review, in press 2001
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Conclusion
Needed: Relation of culture dimensions to user-interface components
Needed: Specifications per target markets
Needed: Global user-interface and information-design tools
Future: Tools, templates, libraries of clip content
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A Challenge: Bone vs. Bottle
QuickTime™ and aPhoto - JPEG decompressor
are needed to see this picture.
Themes based on presentation by Donald Day, IWIPS 1999
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Selected References, 1/2
Hofstede, Cultures and Organizations, 1991, 97
Trompenaars, Riding the Waves of Culture, 1998
Marcus, "Internat. and Intercult. User Interfaces," in Stephanidis, ed.,, User Interfaces for All, Lawrence Erlbaum Associates, 2000.
Marcus and Gould, "Cultural Dimensions and Global Web UI Design," Interactions, Vol. 7, No. 4, July/August 2000, pp. 32-46.
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Selected References, 2/2
DelGaldo and Nielsen, ed., International User Interfaces, 1996
Fernandes, Global Interface Design, 1995
Nielsen, ed., Designing User Interfaces for International Use, 1990
Harel and Prabhu, "Global User Experience (GLUE),
Design for Cultural Diversity: Japan, China,...India," Proc. IWIPS-99,
Rochester, ISBN 0-9656691, pp. 205-216
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Other Info Sources
Proceedings: HCII, IWIPS, CHI, etc.
Corporate Websites: IBM, Microsoft, Sapient, etc.
LISA Localization Industry Primer: www.LISA.org
ISO standards documents
AM+A Bibliography and URL list
54Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Mapping User Interface Design to Culture Dimensions
Samuel K. Ackerman, Business Development/ Projects Manager
Aaron Marcus and Associates, Inc. (AM+A) Emeryville, California, and New York City, NY USA California Tel: +1-510-601-0994, Ext. 14 Email: [email protected] Web: www.AMandA.com