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Beyond our shores: UX Research and Design for International Cultures
November 9th, 11:30
Chris Rourke
User Vision
This document and its content is Copyright ©2012 Chris Rourke and UCD UK Limited.
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International cultures and UX
A case study: accessibility in a different culture Localisation and culture in design Conducting International UX Research
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Introduction to Abu Dhabi & the UAE
Wealthy, oil-based economy Culturally conservative Ambitious eGovernment plans
Raise awareness of accessibility amongst Government Entities
For Counter, Kiosk, Phone & Online
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Three Key Phases
1. Baseline of Current Accessibility Landscape
2. Develop National Accessibility Guidelines
3. Evaluate Current sites
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1. Baseline of Current Landscape
Assess current accessibility awareness, provisions Meetings with stakeholders, disability groups Low awareness of web accessibility among
People with disabilities Government departments Digital agencies
Do we create a separate page
for each disability?
Can’t we just create an
information page for
disabled people?
Its not a problem. If it was we would have heard about
it.
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2. Develop Guidelines
Created Mandatory & Optional Guidelines Rationale & technical details provided for each Guidelines ordered by element type:-
Use of images and colour Navigation Forms and form validation etc
Rather than by the 4 “POUR” principles of WCAG 2.0
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3. Evaluate Current Infrastructure
1. Assess Sites All sites tested failed to meet mandatory guidelines
2. Assess Vendors / Digital agencies Interviews, tests and meetings to select a shortlist
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Job done!!
Insight into accessibility within Abu Dhabi government Detailed review of several sites A list of suppliers who know accessibility Easy to use guidelines, checklist & technical guide
So….…We’re all set then, right?
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NO Guidelines on their own don’t make a site accessible Need to have
Motivation to make sites accessible Skills to make accessible sites Skills to review sites for accessibility
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Web accessibility “Market”
People With Disabilities
Company / organisation
Suppliers / agencies
• Raise awareness• Work with NGOs• Campaign• Sue?
• Hear the feedback• Feel the Pressure (PR, legal)• Understand benefits• Learn what’s required• Fix the site & Future proof
• Feel the pressure (from clients)• See a competitive opportunity• Learn the requirements & guidelines• Apply regularly
NGO’s (e.g. RNIB, Zayed, ADA)Awareness (e.g. fixtheweb)
Guidelines (WCAG 2.0) Laws (E.g. Equality Act, ADA)Standards (BS8878)
Company standardsCSR efforts
SpecialistsResearchersConsultants
Assistive Technology – Provision, training & language support
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1. Bottom up or top down?
Tradition of disability activism in the UK and US See www.itsourstory.org Not in Middle East
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2. Perceptions
Although hard to quantify, people with disability are often not integrated or recognised as much as in the West
“People with disabilities in this region still face obstacles in being included in society alongside people without disabilities.”
World Bank - Disability in Middle East and North Africa Region
http://www.guardian.co.uk/commentisfree/2009/dec/05/middle-east-disability-poverty
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3. Expectations
What is the role of Disability Support groups / NGO’s?
To campaign on rights, to the government? Provide skills & confidence to allow people with
disabilities to look after themselves? Provide technology to help adapt? To give money & care assistance?
WES
TM
IDD
LE EAST
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4. Other factors
Resources National level Project level
Consequences Legal framework & tradition In West there is more chance of scrutiny, legal action
Awareness Among people with disabilities Channels to report accessibility failures
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Ending on a positive note…
It takes time for guidelines to take effect Some agencies are talking about accessibility Accessibility considered in regional eGov Awards Official Arabic Translation of WCAG 2.0 Regional Centres of Excellence
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UX , UCD and the wider world
Localisation and culture in design Conducting UX research internationally
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Life and Pensions – Middle East
Varied audience – Western expats, local Arabs and more
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Travel - France
Attitudes to Middle East
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Travel - France
Localisation practicalities
Your name must be shown exactly as it appears in your passport
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Financial Services – Middle East
International bank selling Islamic banking products
“If this is Islamic Finance – I should see images relating to Islam. Not…Bhuddism??”
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Travel – Hotels - China
Users annoyed by the mixture of languages
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Performing UX Research Abroad
Set your expectations Takes more time Is more expensive Has many logistical complications Can be exhausting
Expect to get less done in a research session - more chat about weather etc before testing
Participants may not have a tradition of punctuality Be aware of local customs and culture – e.g. Arab countries
Prayer times Shaking hands Crossed legs – soles showing Ramadan
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Performing UX Research Abroad
Use a cross-cultural research team Use a mix of research methods Gain access through local partners Adapt sampling / recruiting strategies Adapt data collection methods
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Language – Devils in the detail
People in different countries and locations perceive even the same words differently
“How often do you use the mobile Internet” Asia- “mobile Internet” meant only web sites tailored for
mobile use Europe and the United States - any web site accessed
through a phone
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International Research
Understand context of where you are researching Arrive a day or 2 early, observe, learn local news, events All of your time in-country is part of your research!
Recruiting Local partner for access Adapt sampling strategies “Screening” may not make sense,
Put participants at ease Appropriate dress Show interest in their culture Consider inbuilt laptop camera Be patient – pace of questions, rapport building
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Usability AND ethnography inform each other
Consider ethnographic approach E.g. Provide cameras to participants, they take photos of
their environment – great icebreaker Artefacts Walkthroughs, demonstrations, participatory Design methods, cultural probes,
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International Research - logistics
Keep an eye on the time www.timeanddate.com
Plan in detail, backup to the cloud Transporting equipment & data
International Customs Use the cloud for backup
Pilot test at home first Use bandwidth shaper to create typical speed Same for OS, browser, resolution etc
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One team or several partners?Same team does all visits• Perhaps with translator• More consistent• More time• More travel
Different teams work in parallel• Pre-test preps critical• Quicker fieldwork • Beware translation issues• Careful analysis needed
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My Wall of Thanks General Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi , Deputy Supreme Commander of the UAE Armed Forces, Chairman of the Abu Dhabi Executive Council
Shadi Abou-Zahrah
Mark Palmer
Jamie Sands
David Banes
Whitney Quesenbery Christina LiDan Szuc
Susan Dray
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Thank you
Chris RourkeManaging Director
0131 225 [email protected]@[email protected]
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