pre-conference course: cross-cultural user experience design - aaron marcus

Aaron Marcus and Associates 1196 Euclid Avenue Berkeley, CA 94708-1640, USA Email: [email protected] MobTel: +1-510-599-3195, Fax: +1-510-527-1994 Web: www.AMandA.com

Experience Design Intelligence User-Interface Development Information Visualization

UXPA 2015 Tutorial Handout Notes

Cross-Cultural User-Experience Design UXPA 2015 Loews Coronado Bay Resort Coronado, California, USA 22 June 2015, 09:00-17:00 Aaron Marcus, Principal Aaron Marcus and Associates (AM+A) 1196 Euclid Avenue Berkeley, CA 94708-1640, USA MobTel: +1-510-599-3195, Fax: +1-510-527-1994 Email: [email protected] Web: http: //www.AMandA.com © Copyright 2015 by Aaron Marcus and Associates. All Rights Reserved

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AM+A Tutorial Handout Notes Cross-Cultural User-Experience Design UXPA 2015

Aaron Marcus and Associates 22 June 2015

Contents Section Item Intro 1 Cover Page Intro 3 Table of Contents Intro 3 Instructor’s Biography Intro 5 Agenda Intro 7 Learning Objectives and Abstract Lecture Slides

Lecture 0 Introduction to Content and Speaker

Lecture 1 Cross-Cultural User-Experience Design: Introduction/Case Studies:

Details TBD, per time, questions, and slide sets

Appendix Publication Resources with Bibliographies

Course Description The full-day workshop summarizes key concepts of user-centered design (UCD) for use experiences, then focuses on cross-cultural issues. User experiences (UX) and human-computer interfaces (HCI for desktop, Web, mobile, and vehicle platforms reach across culturally diverse user communities, even within a single country/language group, and certainly across the globe. If UXs/HCIs are to be usable, useful, and appealing to such a wide range of users, UX/HCI developers must account for cultural expectations and preferences in globalizing/localizing products and services. In this tutorial, participants will learn practical principles and techniques that are immediately useful in terms of both analysis and design tasks. Participants will have an opportunity discuss each section and topic as time permits. There will also be short quizzes and several exercises.

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This tutorial is being given in conjunction with the appearnce of Mr. Marcus’ latest book sMobile Persusaion Design and HCI/User-Experience Design: Fast Forward to the Past, Present, and Future, both being published in 2015 by Springer UK. The book contains the most complete case studies of each of the ten Machine projects ever published. Participants may be entitled to a special discount on purchase of the book.

Agenda Time Topic 09:00 Session begins 09:00-09:30 Lecture 0: Introduction to Content, Speaker, and

Participants 09:30-10:30 Lecture 1: Cross-Cultural UX Design 10:00-10:15 Exercise 1: Analyze Cross-Cultural Conversations 10:30-11:00 Break 11:00-11:15 Lecture 2: Mobile Phone Cross-Cultural UX Design

11:15-11:30 Lecture 3: Cultural Analysis of Corporate Cultures 11:30-11:45 Lecture 4: Culture Audit Before Translation 11:45-12:00 Discussion of all preceding lectures 12:00-13:00 Lunch 13:00-14:00 Lecture 5: Emerging Chinese UX Design Trends 14:00-15:00 Exercise 2: Analyze UI Components per One Culture 15:00-15:30 Break 15:30-16:45 Exercise 3: 16:45-17:00 Discussion of all preceeding lectures 17:00 Session ends Detailed Lecture Descriptions and Allocation of Time Lecture 0: Introduction to instructor and tutorial (15 minutes)

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This period will introduce the presenter and discuss how the techniques that will be discussed fit into the user-interface development process, including an introduction to globalization/localization issues. We’ll show several examples of questionable cross-cultural communication and discuss several cultural anthropological theories briefly. We’ll ask for participants’ own experiences in difficulties of communicating across cultural boundaries. Lecture 1: Cross-Cultural UX Design (about 60 minutes)

Illustrated lectures will introduce each of five dimensions of culture: (power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long-term time orientation. For each dimension, we shall explain the characteristics and their potential impact of work, education, and family life, and show examples of Websites from different countries, but with the same subject matter that demonstrate indigenous cultural characteristics.

We shall examine, also, several major businesses and consumer Websites for multi-national corporations from several countries (USA: McDonald’s, Coke; Korea: Samsung; Germany: Siemens) and discuss the apparent tradeoffs of “universal” vs. localized solution for user-interface components per culture dimensions. A culture model was used to analyze variations in user-interface components of corporate global Website designs for a dozen B2B and B2C companies, including Siemens, Peoplesoft, McDonalds, and Coca-Cola. In addition, we discuss a survey of 60 professional analysts of culture and user-interface design, which resulted in a composite set of 19 culture dimensions and the top five that emerged from the study to serve as a practical set for culture analysis of user interfaces.

Lecture 2: Mobile Phone Trends and Cross-Cultural UX Design (15 minutes) Illustrated lecture will summarize selected trends in mobile phone products and cite culture differences in example products/services from the US, Japan, Korea, Taiwan and the US

Lecture 3: Corporate Culture Analysis (15 minutes) Illustrated lecture will discuss case study of analyzing corporate culture in multiple countries for an international high technology firm in order to determine best cities to study development of tools for increassing cooperation, communication, and collaboration.

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Lecture 4: Culture Audit Before Translation (15 minutes) Illustrated lecture will show how analysis of concepts, text, imagery, and symbolism of a user-interface before translation can identify problemmatic areas that should never be translated in the first place.

Lecture 5: Emerging Chinese UX Design Trends (about 60 minutes) We investigate the emerging trends in Chinese Web and mobile products/services that distinguish them from Western examples and speculate on the emergence of a new approach to UX design based on Chinese culture.

Exercise 1: Analyze Cross-Cultural Conversations (15 minutes) Groups ewill study one of approximately eight cross-cultural textual dialogues and attempt to understand the hidden cultural messages. Then, the participants will examine the explanation of what is happening between two people and report their findings and their misconceptions to the rest of the participants. Discussion will follow depending on the findings. Exercise 2: Analyze UI Components per One Culture (60 minutes) Each group in the tutorial/workshop will study one of the cultural dimensions and analyze how this dimension might affect fundamental UI components (metaphors, mental models, navigation, interaction, and appearance). They will report their findings and discuss them with the rest of the participants.

Exercise 3: Analyze and Design Screens for one Culture (75 minutes) Each group in the tutorial will be assigned one target culture and design a home screen and one or two other screens that demonstrate awareness of the impact of culture on aspects of functions and data. The Website is intended to be a medical information Website provided by the government for its own citizens. Each team will report their intentions and results, then discuss them with the other participants. Where possible, comparisons will be made with actual Websites from different countries.

Optional Parallel Exercise 3 (75 minutes)

Each group will be assigned one target culture and design a home screen and one or two other screens that demonstrate awareness of the impact of culture on aspects of functions and data for a mobile device that enables users to find restaurants. Each team will report their intentions and results, then discuss them with the other participants.

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Learning Objectives and Abstract Participants in this tutorial will:

§ Learn how cultural dimensions relate to the design of user-interface components (metaphors, mental models, navigation, interaction, and appearance).

§ Learn new terms and concepts to understand culture and dimensions of culture (e.g., power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and time orientation)

§ Learn about additional culture dimensions, models, and dimensions (e.g., persuasion, trust, intelligence, cognition) that must be considered.

§ Learn practical trade-offs from studying several multi-national companies' Web efforts, best-of-breed set of culture dimensions derived from expert opinions, how mobile devices from Asia and the USA exhibit culture differences, examples of culture differences and similarities of Web 2.0 and social networking Websites, how cultural analysis can help localization of software before translation, and how cultural analysis can benefit multi-cultural, multi-discipline, multi-national development teams. Participants will become familiar with the theories of user-centered user-experience design, culture theory, and the merging of these developments in the current state of product/services, including deskstop and mobile applications. Issues discussed will include those from key technology, social, business, culture, and UI/UX design. Concepts covered to assist professionals to design more effectively are these:

§ User Analysis: Specification of user demographics and user-environment, user modeling, task analysis, and business objectives

§ Metaphors: Easy recognized and remembered, fundamental conceptsconveyed through words, signs, and images

§ Mental models: Appropriate organization of data, functions, tasks, roles,and people

§ Navigation of mental model: Efficient movement within the mental model via windows, menus, dialogue boxes, or control panels

§ Interaction: Effective input and output-feedback sequencing § Appearance: Quality visual, acoustic, and touch characteristics § Information Visualization: Tables, charts, maps, and diagrams § Basic visual design: Scale, proportion, rhythm, symmetry, and balance § Cross-cultural communication: fundamental theories and dimensions § User-centered design process

Participants will learn practical, immediately useful principles/techniques.

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Instructor’s Biography Aaron Marcus, Principal, AM+A Mr. Marcus’ company, AM+A, won design awards for three of its ten Machine mobile persuasion projects, and they have all been published as case studies. Mr. Marcus has published 350 articles and 15 books since 1968; taught since 1968; and designed/consulted for 48 years. He has written chapters/case studies for seven Handbooks of UI design, information appliances, and culture; has presented lectures/organized panels about cross-cultural user-experience design, mobile persuasion design, culture, and science- fiction, and HCI since 1980. He is Editor-in-Chief Emeritus of User Experience, Editor of Information Design Journal, and an editorial board member of Visible Language and the International Journal of HCI. He is Visiting Professor at IIT’s Institute of Design, Chicago; Master, De Tao Academy, Shanghai; and International Advisor, Dragon Design Foundation, Beijing. Mr. Marcus received a BA in Physics from Princeton University (1965) and a BFA and MFA in Graphic Design from Yale University Art School (1968). He is an internationally recognized authority on the design of user interfaces, interactive multimedia, and printing/publishing documents. Mr. Marcus has given tutorials at SIGGRAPH and SIGCHI conferences, and at seminars for businesses and academic institutions around the world. He books include Human Factors and Typography for More Readable Programs (1990), The Cross-GUI Handbook (1990), Graphic Design for Electronic Documents and User Interfaces (1992), Mobile TV: Customizing Content and Context (2010), The Past 100 Years of the Future: UX in Sci-Fi Movies and Television (2012), Mobile Persuasion Design (2015), and Human-Computer Interaction/User-Experience Design: Fast Forward to the Past, Present, and Future (2015). Mr. Marcus was the world’s first professional graphic designer to be involved full-time in computer graphics (1967), to program a desktop publishing system (for the AT&T Picturephone, 1969-71), to design virtual realities (1971-73), and to establish an independent computer-based graphic design firm (1982). In 1992, he received the National Computer Graphics Association Industry Achievement Award for contributions to computer graphics. In 2008, the AIGA named him a Fellow; in 2009, CHI elected him to the CHI Academy. Mr. Marcus is Principal Designer/Analyst of Aaron Marcus and Associates, a user-interface and information-visualization development firm with more than 33 years of experience in helping people make smarter decisions faster at work, at home, at play, and on the way. AM+A has developed user-centered, task-oriented solutions for complex computer-based design and communication challenges for clients on all

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major platforms (mobile devices, client-server networks, the Web, information appliances, and vehicles), for most vertical markets, and for most user communities within companies and among their customers. AM+A has served corporate, government, education, and consumer-oriented clients to meet their needs for usable, useful, appealing products and services with proven improvements in readability, comprehension, and appeal. AM+A uses its well-established methodology to help them plan, research, analyze, design, implement, evaluate, train, and document metaphors, mental models, navigation, interaction and appearance. AM+A’s clients have included: Apple, BMW, Cisco, HP, Kaiser, Microsoft, Motorola, NCR, Nokia, Oracle, Sabre, Samsung, SAP, Siemens, US Federal Reserve Bank, Visa, Wells Fargo Bank, and Xerox, among others.

Tutorial Slides Presentation slides appear on the following pages, which include publication resources and bibliographies.

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Aaron Marcus and Associates !Lecture: !!Presentation !Introduction to Aaron Marcus and Associates

! !!!

!Aaron Marcus and Associates !AM+A, www.AMandA.com Page!

Aaron Marcus and Associates, Inc., www.AMandA.com, 1!AM+A!

AM+A: What We Do, How We Do It, How We Add Value!

  Aaron Marcus, Principal!   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA!   Tel: +1-510-599-3195, Fax: +1-510-527-1994, Email: [email protected] !   Web: www.AMandA.com

Facebook: http://www.facebook.com/AMandAssociates!   LinkedIn: http://www.linkedin.com/company/aaron-marcus-and-associates-inc-!   YouTube: http://www.youtube.com/user/AMandAssociates

Twitter: http://www.twitter.com/amandaberkeley!


Our Company!

n  34 Years of experience in user-interface and information-visualization design/analysis !

n  Multi-disciplinary, multi-cultural Associates!n  Experienced with most platforms, user groups, and

vertical markets!n  Strong brand, Web/mobile/vehicle clients: Apple,

AT+T, BMW, Daimler, eBay, Cisco, HP, Microsoft, Motorola, Nokia, SAP, Samsung, Siemens, Wells Fargo Bank, US Federal Reserve Bank!

n  Principal and founder: Aaron Marcus!


Aaron Marcus, Founder, Principal, Principal Designer/Analyst!

n  First graphic designer to use computers!n  Visionary, pioneer, professional, teacher, researcher,

author/co-author of 16 books, 350 publications!n  Award winner: NY Art Directors Club, NY Type

Directors Club, ID Magazine, NCGA Industry achievement award, ICOGRADA!

n  AIGA Fellow, CHI Academy, BFMA Lifetime Contribution Award, UXPA Service Award, ACM!

n  Past Co-Principal Investigator, DARPA research in program visualization!


Research: User-Experience Spaces= Opportunity Spaces!

n  I-ware = Me-ware, My-ware!

n  You-ware = Love-ware!

n  Fun-ware!

n  Buy-ware = Sell-ware!

n  Know-ware = Who-What-Why-Where- When-ware!

n  Be-ware = Self-aware!Marcus, Aaron (2004). "Six Degrees of Separation," User Experience, June 2004, pp. 16


Books, Publications!Aaron Marcus and Associates, Inc., www.AMandA.com, 7!AM+A!

Books, Publications!

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Clients, Projects!

  Am Express !Nokia !!   AT&T !Oracle !!   BMW !Ricoh !!   Citigroup !Sabre!   DuPont !Samsung!   Kodak !SAP!   eBay !Siemens!   Epson !3M!   Fujitsu !US Fed Reserve Bank!   GE !Virgin America!   GM !Visa!   Honeywell !Xerox!   HP !!   IBM!   Intel!   J. Paul Getty Trust!   Kaiser!   Learning Company!   Livescribe!   Microsoft !!   Motorola ! !

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*12 of 30 Dow Jones Industrial Average™ Firms


AM+A Example Mobile Projects, 1/2 !

n  AM+A: Designed UIs for wrist-top devices; mobile YouTube using social network theory; mobile LoCoS, a universal sign language, 2002-2007.!

n  AM+A: Evaluated and designed Green Machine, Health Machine, Money Machine, Story Machine, Innovation Machine, Travel Machine, and Driving Machine, mobile-app concepts combining info design and persuasion design, 2009-12. Won design awards for first three machines, published first five, including book to appear in 2013 !

n  AT+T: Designed corporate identity prototypes for PC-based phones, 1994!

n  Cisco: Evaluated usability of Internet phones, 2000.!

n  Equilibrio: UI usability and design for mobile personal trainer, 2006!

n  Microsoft: Designed 4 prototype content channels for SmartWatch, 2005.!.!


AM+A: Example Mobile Projects, 2/2 !

n  Motorola: Designed look and feel for GPS device, 1989-92; designed portion of UI for Marconi PDA, 1994; designed video-related UIs, 2007!

n  Nokia (Finland, UK): Usability review, Nokia 9000, 1996; designed ppt about UI design for 3rd-party developers, 2002; designed UIs, 2006.!

n  Qwest: Designed gadget concepts to manage media, 2006.!

n  Samsung (Korea and Israel): Trained developers, 1997, 2005; designed 100 UI concepts for future US smartphones, 2000.!

n  San Jose Police: Detailed user evaluations for mobile in-vehicle telecom system; published case study, 2004. !

n  Siemens (Germany): Trained/consulted with mobile UI developers, 2004.!

n  Ubitrotech (US and Korea): Designed UI for GPS device, 2008.!


Our Vision and Mission!

 AM+A helps people make smarter decisions faster: anyone, any time, any place, any technology, any market, any subject matter!

 AM+A shapes the way technology affects everyday life through effective and compelling user-interface and information-visualization development!


Our Objectives!

n !Assist or help build centers of excellence for user-interface development!

n  Engage satisfied users viauser-centered user-interface (UI) development that cost-effectively optimizes UIs!

n  Ensure usability, usefulness, and appeal in the user experience!


UI Development Process!

n  Planning: brainstorming!n  Research: technology, design issues, strategies!n  Analysis: user profiles, use scenarios, prototypes!n  Design: content, applications, branding, storyselling!n  Implementation: scripting, coding, final production!n  Evaluation: focus groups, user tests, heuristic evals.!n  Documentation: guidelines, patterns, specifications!n  Training: courseware, tutorials, mentoring!n  Maintenance: continuing client relations!

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UI Components!

n  Metaphors: Clear concepts via words, images, sounds, music!

n  Mental Models: Easy assimilation of data, functions, tasks, and roles of people at work, play, or on the way!

n  Navigation: Efficient movement in menus, windows!n  Interaction: Effective input/output, feedback!n  Appearance: Quality perceptual characteristics,

including visual, verbal, auditory, haptic, etc.!


Powerful User Experience via User-Centered Development!

n  Focus on usability!n  Attend to user experience and branding!n  Attend to technology!n  Consider culture/globalization issues!n  Look for opportunities related to visualization

and sonification!n  Look for opportunities for innovation!


Our Projects: Designing/Evaluating UX, UI, and Information Visualization!

n  Applications: mobile, associated Web portals, desktop, vehicle, appliances!

n  Prototypes and demos !n  Executive presentations!n  Icons, symbols, logos!n  Tables, forms, charts, maps, diagrams!n  Publications, documentation!n  Research, strategic design planning!


Nokia Projects!

n  1996: Nokia Finland!n  Reviewed Nokia documentation for technical documentation group!n  Reviewed UI for Communicator 9000 before intro to USA!n  Tutorials in Helsinki and Oulu!

n  2000: Nokia Finland!n  Reviewed Christian Lindholm’s lecture at HCI UK!

n  2002: Nokia Finland!n  Designed Powerpoint presentation to explain UI philosophy to

third-party developers worldwide!

n  2005: Nokia UK!n  Designed future UI concepts for Nokia Design Center!


www.ThreeDegrees.com: Web-basedMessaging, File-Sharing for Teens !

Targeted to “Net Generation, Microsoft’s first user-centered UI development, which led to anew division,now absorbedint Microsoft’slatest .netofferings!


Mobile Products: Motorola Smart-Car User-Interface Design!

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Prototype: Samsung Advanced Mobile Device Concepts!


Samsung Wireless Information Device: Design Concepts!


Samsung Wireless Information Device: User Observation!


Prototype: Message Manager For a Wrist-top Device!


Microsoft Smart Watch: Prototype Channels!

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BMW: Human Factors of the Driver Experience!

n  Design for safety!n  Avoid cognitive and sensory overload!n  Reduce complexity!n  Use graphical UI interface only when necessary!n  Allow customization of information!n  Use of physical controls!n  Follow driver-centered design process!

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HP Labs: Executive Storyselling Presentations, Scenarios!




Nokia: Marketing Presentation to Software Developers Worldwide!

n  Presented UI philosophy to attract and cultivate community of loyal developers, operators, and journalists!


Anoto (LiveScribe’s Smartpen): Next Gen of Leapfrog’s Fly Pentop!

n  Fly was successful Leapfrog toy !n  Tool can speak, translate, play music, record,

recognize writing marks, compute, communicate!Smartpen!

Fly pen!


Training Products/Services!

n  Cogito-Learning Media: designed and produced over 30 award-winning computer-based training products in three business lines!

n  Oracle Worldwide Training: designed and produced CD-ROM training products, including one AM+A wrote/illustrated about UI design; designed first-ever UI guidelines for Web-based training!

n  Tutorials: 1-15 days at conferences, universities, on-site at corporations worldwide, and via the Web!


Icon Designs, 1/3!Aaron Marcus and Associates, Inc., www.AMandA.com, 31!AM+A!

Icon Designs, 2/3!

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Icon Designs, 3/3, Logo!Aaron Marcus and Associates, Inc., www.AMandA.com, 33!AM+A!

Prototype: Vehicle Dashboard Information-Visualization!


Mobile Persuasion Design: ChangingBehavior Through Info + Persuasion!


Green Machine, 1/2!


Green Machine, 2/3!Aaron Marcus and Associates, Inc., www.AMandA.com, 37!AM+A!

Health Machine, 1/3!

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Health Machine, 2/3!Aaron Marcus and Associates, Inc., www.AMandA.com, 39!AM+A!

Health Machine, 3/3!


Story Machine!Aaron Marcus and Associates, Inc., www.AMandA.com, 41!AM+A!

Our Process!

Assimilation,!Needs Analysis

Analysis, InformationDesign

VisualDesign

Product,Service, User!Evaluation

Building, Integration,Validation!

MetaphorsMental Models!Navigation!Interaction!!Appearance!


Our Testing Process!

  *Deliverables!


Test Design Analysis,!Documenta-!tion!

User Testing

Business Objectives!Client SurveyProduct Review!User Profile!Test Plan*!

Scenarios and Tasks!User Recruitment!User Scheduling!Product Preparation!Test Script*!

Moderator Set-Up!Observer Set-Up!Video Set-Up!6-8 Test Sessions*!

Observation Summary!Compilation of Results!Final Report*!


Our Deliverables*!


Analysis, InformationDesign

DocumentManagement

Building, Integration,Validation!

ProposalTasks/Schedule/Budget!Resource Allocation!Extranet/Team Center Set-upCommunication ProtocolProject ArchiveProject PlanKick-Off Agenda, Meeting!

Progress Reports*!Extranet Management!Client Communications!Milestone Meetings!

ProjectManagement

VisualDesign

Business Objectives!Product Strategy!Market AnalysisTarget AudienceFeature DefinitionContent Audit!Technical Requirements!Visual Requirements!Team Roles!Scope Validation!Findings and Recommendations*!

User Profiles!Task Scenarios!Feature Descriptons!Content Organization!Site/Application Map*!Screen Layout (Schematics)*Template Design*!Interaction Model*!Feature Development*!Script Development*!Content Development*!

Screen Design*!Icon/Logo/Widget Design*!Brand Extension*!Palette Development*!Information Visualization*!Style Guiides*!!Audio Design*!Animation*!

Graphic Production*!Demo Production*!Prototype Production*!Front-end Coding*!Quality Assurance!!Cross-Platform Validation!Engineering Management!Development !Guidelines*!

Heuristic Evaluation*!Usability Research*!Focus Groups*!User Testing*!Customer-Experience Analysis*!

User/Product!Evaluation

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Design Process Artifacts!Aaron Marcus and Associates, Inc., www.AMandA.com, 45!AM+A!

User Research!


User Models, User Profiles!Aaron Marcus and Associates, Inc., www.AMandA.com, 47!AM+A!

Participatory Design!


InfoArchitecture Diagram: Framework!Aaron Marcus and Associates, Inc., www.AMandA.com, 49!AM+A!

InfoArchitecture Diagram: Scenarios !

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UI Design Sketches!Aaron Marcus and Associates, Inc., www.AMandA.com, 51!AM+A!

Visual Design: Examples!


Visual Design Examples!Aaron Marcus and Associates, Inc., www.AMandA.com, 53!AM+A!

Visual Design Examples!


Visual Design: Examples!Aaron Marcus and Associates, Inc., www.AMandA.com, 55!AM+A!

Our Services!

n  User-interface and information-visualization design!n  Design-strategy consulting, competitive analysis!n  Usability research, context analysis, ethnography!n  Design guidelines development!n  Training: UCD, UI, mobile, culture, info visualization!n  Heuristic evaluations, focus groups, user testing!n  User experience/brand analysis!n  Improving corporate centers of excellence!

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Our Value: Improving Usability, Usefulness, and Appeal!

n  Increase- Appeal- Sales- Productivity- Return on investment (ROI) !

n  Decrease- User errors- Training costs- Late design-change costs- User support costs, e.g., for call centers!


Our Advantage!

n  Emphasis on users!n  Rigorous, thorough approach!n  International, proven experience!n  Flexible, focused teams!n  Industry thought leader with 45 years of experience!


AM+A: What We Do, How We Do It, How We Add Value!

  Aaron Marcus, Principal!   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA!   Tel: +1-510-599-3195, Fax: +1-510-527-1994, Email: [email protected] !   Web: www.AMandA.com

Facebook: http://www.facebook.com/AMandAssociates!   LinkedIn: http://www.linkedin.com/company/aaron-marcus-and-associates-inc-!   YouTube: http://www.youtube.com/user/AMandAssociates

Twitter: http://www.twitter.com/amandaberkeley!

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© Copyright 2015 by Aaron Marcus and Associates !AM+A, www.AMandA.com !Page !!

Lecture: Cross-Cultural User-Experience Design !Speaker: Aaron Marcus, President, AM+A !!!!! !!

!

Aaron Marcus and Associates, www.AMandA.com, Slide 1!AM+A!

Cross-Cultural User-Experience Design: What? So What? Now What?"

  Aaron Marcus, Principal"   Aaron Marcus and Associates, (AM+A)!  

1196 Euclid Avenue, Berkeley, California 94708-1640, USA!   MobTel: +1-510-499-3195, Fax: +1-510-527-1994, Email: [email protected] !   Web: www.AMandA.com

Facebook: http://www.facebook.com/AMandAssociates!   LinkedIn: http://www.linkedin.com/company/aaron-marcus-and-associates-inc-!   YouTube: http://www.youtube.com/user/AMandAssociates!   Twitter: http://www.twitter.com/amandaberkeley !

!


Presentation Summary"

n  Introduction and some definitions!

n  Culture and user-experience (UX) design: theory and practice!

n  Some challenges ahead: evolution and revolution !!


Microsoft Applications: What’s Different in USA, China, Japan?"


Culture Quiz: Which button position signifies that the lights are On?"

n  Culture affects what we notice, know, do, and feel!

  See: Oshlyansky, Lidia; Thimbleby, Harold; Cairns, Paul (2004). “Breaking Affordance: Culture as Context.” NORDICHI 2004, Tampere, Finland , ACM Conf. Proceedings , Vol. 82, pp. 81-84. UK: Down = Off; USA Down = On. !


Culture Quiz: Would you Feel Lost?"

n  In movie “Black Robe” (1991), 17th-century French priest feels lost in Canadian forest, kneels to pray before dying… until interrupted by his Native-American companions who pass him by, ask him what in the world he is doing?!!

n  Would you notice the “street signs,” or even the “streets”?!


Barbie in China: Mattel must Account for Studiousness Kids in Toys"

n  Mattel relaunches weak first Barbie brand ! !

[Burkitt, Laurie (2013). “Mattel Gives Barbie a Makeover for China: U.S. Toy Maker Launches Fresh Effort to Endear All-American Doll to Chinese Consumers.” Wall Street Journal, 07 November 2013.]!

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Graduation in Hong Kong: Teddy Bears for Graduates"

n  No graduate caught without a cuddly at HKPU! !

[http://www.givegift.com.hk/graduation-flower-bear, 17 November 2013.]!


Delicacies in South Korea: Wiggling Octopus on the Plate"

n  Would you like your food moving?! !

[www.youtube.com/watch?v=8F1IB1Q08qM, 17 November 2013.]!


Favorite Colors of India: Holi Festival Throws Color on Throngs"

n  Would you typically douse your friends with color?! !

[http://imagebing.portrait-photo.net/holi-celebration-ahmedabad-india/, 17 November 2013.]!


Brazilian Street Graffiti: São Paulo’s Batman’s Alley Extravaganza"

n  Do your streets look like this?! !

[Photos by Aaron Marcus in Batmans Alley, São Paolo, Brazil, September 2013.]!


Introduction"

n  Modern technology and commerce permit global distribution of products, services to increasingly diverse users!

n  Traditional user-interface (UI) design and usability disciplines: Improve performance and productivity!

n  User-experience (UX) design issues: Even more complex and challenging!

n  Culture analysis offers a way to understand, even measure, differences and similarities of UX"


Some Definitions: User Interface and Information-Visualization"

n  User-interface components!n  Metaphors: Essential concepts in words, images, sounds, touch!n  Mental Models: Organization of data, functions, tasks, roles,

of people at work or play, static or mobile!n  Navigation: Movement through mental models via

windows, dialogue boxes, buttons, links, etc.!n  Interaction: Input/output techniques, feedback!n  Appearance: Visual, verbal, acoustic, tactile!

n  Information visualization/sonification !n  Representations of structures and processes!n  Abstract vs. representational!n  Classical: Tables, forms, charts, maps, diagrams!n  Innovations: Hyperbolic browser, Tree maps, Table lens!

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Some Definitions: User-Experience (UX) Design"

n  Enlarged scope of objectives for products/services!n  Usability: Efficient, effective, satisfying (ISO definition)!n  Usefulness: Fits the user’s needs/desires well!n  Appeal: Delight, fun, engagement, emotions, branding!

n  Experience covers all stakeholder “touch-points”!n  Buyer, customer, user, learner, expert, advocate, staff, investor!

n  Focus on content, brand, emotions!n  Example: Apple iPod success, from zero to hero in one year !

n  Evaluation techniques shift!n  Ethnographic analysis, shadowing, as well as focus groups, tests!n  Underlying emotional motivations of “non-rational” customers!n  Users involved within socio-cultural context!


User-Experience Spaces:Opportunity Spaces"

n  I-ware = Me-ware, My-ware!

n  You-ware = Love-ware!

n  Fun-ware!

n  Buy-ware = Sell-ware!

n  Know-ware = Who-What-Why-Where- When-ware!

n  Be-ware = Self-aware!Marcus, Aaron (2004). "Six Degrees of Separation," User Experience, June 2004, pp. 16!


UX Development Process + Culture and Globalization Awareness"

n  Plan: brainstorming information sonification!n  Research: technology, design issues, strategies!n  Analyze: user profiles, use scenarios, prototypes!n  Design: content, applications, brand, storyselling!n  Implement: scripting, coding, final production!n  Evaluate: focus groups, user tests, heuristic evals.!n  Document: guidelines, patterns, specifications!n  Train: courseware, tutorials, mentoring!n  Maintain: continuing client relations!


Culture as a Context and Technique"

n  Culture interested in large-scale and small-scale group behaviors (rituals), leaders/followers, values, artifacts, signs!

n  Many culture models exist as bases for analysis, design, evaluation!

n  Culture analysis related to semiotics/semiologie, the science of signs: what do things “mean”!

n  Culture affects every aspect of tool-, sign-making!n  Culture-centered design seems “inevitable”!


Culture-Centered Design"

n  Designers aware of culture!n  “Meaning” derives both from the designer and

what the user brings to the artifact!n  In era of instant, global media, cultures are always

being affected and evolving!n  Remember: Chinese culture was not always “Confucian”!n  Remember: USA golf sport imported to Japan is more like a religion!

n  Designers cannot escape being biased culturally!n  All designed artifacts are cultural objects!


The Web: an Example of Culture-Centered UX Design"

n  Immediate global communication, interaction, and UX!

n  Web = Cultural artifact!n  Localization issues far beyond translation!

21



!


Should every Website look like this?"Aaron Marcus and Associates, www.AMandA.com, Slide 20!AM+A!

Which Website for Saudi Arabia is Better?"

“Saudi king tells newspapers to not run photos of women.” [San Francisco Chronicle, 17 May 2006, p.A2.]!


Arabia On.Line"

!!!!!! Original Revised!

Aaron Marcus and Associates, Inc., www.AMandA.com, 14AM+A

Arabia On.Line

��


Yahoo.com vs. Maktoob.com"

n  165m (04): Most in world 4m (05): Most in Arab World!


Examples of South Africa, India:Many Challenges, Opportunities"

n  Many races, ethnic groups, languages!!

Beckwith and Fisher, Rituals of Africa, Abrams, New York, 2000

[BusinessWeek, 5 July 2004, p. 14]

Greg Hom, Devi, Liquid Comics, Bangalore, 2006 Exhibit at LACMA, 1109-0210


International/Intercultural Issues, 1/3"

n  Geographic, political, linguistic!–  Example: ISO CRT-color, icon, and UI standards!–  Example: Canadian bilingual requirements!–  Example: Currency, time, physical measurements!

Apple iLife Website Country/Language Switcher!

22



!


International/Intercultural Issues, 2/3"

n  Religious, historical, aesthetic:!n  Calendars, “Le weekend” = Thu/Fri in some Islamic nations!n  Color/type/signs/terms!

[Wall Street Journal, 21Jan04, p B7]![Iraq issue = http://www.npr.org/templates/story/story.php?storyId=4540715]!


International/Cultural Issues: Color Sets, 3/3"

n  Sacred Colors!

n  High- vs. Low-Chroma Colors!


Example: Flag’s Colors Refer to Cultures, Religions, Histories"


Example: Aesthetic Differences of Dionysus/Apollo"

n  Cultural preferences exist for color, layout, textures, and patterns!

n  Europe/USA/Chinese/Japanese/Indian architecture, painting, sculpture exhibit typical preferences!

n  Traditional vs. popular styles: Japan: Highest = B+W, asymmetric balance!

n  Specific attitudes: Body parts, Harel, Prabhu research in China, Japan [IWIPS99 Proc.]!


Localization"

n  Small-scale communities with preferred jargon, signs, rituals:!

–  Affinity group example: USA Saturn owners!–  Social group example: Japanese housewives!–  Web group example (geo-dispersed): MP3.com!–  Not lifestyle groups: Clausen, Faded Mosaic, 2000!–  Resources: LISA, Hoft, Sapient.com, etc.!


Business Challenges: How to Account for UX and Culture?"

n  Determine optimum characteristics: Relies on market and user data !

n  Assist and appeal to target markets: Achieves short-term and long-term success!

n  Avoid too many variations: Wastes time and money!

23



!


Culture Theorists, Models, and Dimension"

n  Benedict,Ruth, Patterns of Culture, 1939 !n  Hall, Edward: Context and time !n  Hofstede, Geert: 5 dimensions for 50+ countries!n  Kluckhohn and Strodtbeck: Value orientations!n  Schwartz, Shalom H.: 7 dimensions for 39 countries!n  Trompenaars Fons (including Parson’s Pattern

Variables): Riding the Waves of Culture!n  Victor, David: Cultural features!


Geert Hofstede’s Cultural Dimensions"

n  Cultures and Organizations: Software of the Mind, Geert Hofstede, McGraw-Hill, 1997; withGert Jan Hofstede, revised, expanded, 2005!

n  Hofstede examined IBM employees in 50 countries, 1978-83; analyzed statistical data!

n  Culture: Patterns of thinking, feeling, acting programmed by a particular group, not “refinement of the mind,” civilization!

n  Differences of cultural manifestations: rituals, symbols, heroes/heroines, values!


Hofstede’s 5 Dimensions of Culture"

n  Power-distance!n  Collectivism vs. individualism!n  Femininity vs. masculinity!n  Uncertainty avoidance!n  Long- vs. short-term orientation!


Power Distance (PD)"

n  Extent to which less powerful members expect, accept unequal power distribution!

n  High PD countries!n  Centralized power in few hands; tall hierarchies!n  Ideal boss = benevolent autocrat, good father!n  Subordinates expected to be told what to do!

n  Low PD countries!n  Subs and Supers consider each other equals!n  Changeable roles; decentralized, flat hierarchy!


Implications for Global UX Design: Examples for High Power Distance"

n  Structured, guided access to information !n  Emphasis on larger social/ moral order (e.g.

nationalism/ religion brought into Web context)!n  Focus on expertise (authoritative content) and

leaders (rather than customers/employees)!n  Integrated security, unhidden “restrictions”!n  Importance of certifications, awards, logos!n  Social role used to organize information (e.g.

special managers’ sections)!


Examples of PD Index (PDI) in Web"

!Contrasting University Websites: !n  Malaysia (PDI rating of 104; highest in Hofstede’s

index)!n  www.uum.edu.my (Universiti Utara Malaysia)!

n  Netherlands (PDI = 38; 40/53)!n  www.tue.nl (Technische Universiteit Eindhoven)!

24



!


Examples: University Home Pages"Aaron Marcus and Associates, www.AMandA.com, Slide 38!AM+A!

Examples: University Home Pages"


Examples: Malaysia University Home Pages, 2011 and 2015"


Examples: Malaysian University Home Pages, 2011, 2015"

§ Still shows men, leaders!


Examples: Dutch University Home Pages, 2011, 2015"

§ Still shows women, students, asymmetric design!


Individualism vs. Collectivism"

n  Individualism: Ties between individuals loose: everyone expected to look after one’s self or his/her immediate family (nuclear families)!

n  Samsung ads: appealing to egotists"

n  Collectivism: People from birth integrated into strong, cohesive in-groups, which continue to protect them in exchange for unquestioning loyalty (extended families)!

25



!


Power Distance vs.Individualism-Collectivism"

Individual!!!!!Individual-!ism Index!!!!!!Collective!

Low Power Distance Index High!

• France!• Italy!

• South Africa!• Japan!

• Brazil!•Mexico!

•Singapore!• Korea!• Costa Rica!

• Israel! • Finland!• Germany!• USA!


Examples of Individualism vs. Collectivism"

n  Work: "n  Individual: Personal time, freedom, challenge, external

motivation, material rewards!n  Collective: Training, physical conditions, use of skills, internal

motivation!

n  Family: Honesty/truth vs. harmony!n  Individual: Honesty/truth, talking, guilt, self-respect!n  Collective: Harmony, not talking, shame, losing face!

n  Education"n  Individual: Private schools !n  Collective: Public schools!


Key Differences: Individualism vs. Collectivism "

n  Individualism!n  Individual social/economic interests dominate!n  Right to privacy; private opinions expected!n  Strong political power of voters; greater press freedom!n  Ideology of freedom, self-motivation"

n  Collectivism!n  Collective soc/econ interests dominate!n  State dominates economy, press, !n  Consensus = ultimate goal!n  Ideology of equality, harmony!


Implications for Global UX Design"

n  Individualism!n  Focus on maximizing personal achievement !n  Materialism and consumerism demonstrate individual success!n  Controversial speech and extreme claims encourage "truth"!n  Images of youth/activity, rather than age/wisdom/"being")!

n  Collectivism!n  Individual roles downplayed (e.g., just product); group focus!n  Preference for socially supportive and constrained claims!n  Controversy discouraged: tends to divide people!n  Respect for tradition (historical focus)!


Examples of Individualism/ Collectivism on the Web"!National Parks:!

n  Individualism: United States (IDV = 91; highest rating)!

n  www.nps.gov/glba/evc.htm (Glacier Bay National Park)!

n  Collectivism: Costa Rica (IDV = 15; 46/53)!n  www.tourism-costarica.com/ (National Parks of Costa Rica)!


Examples: Website Home Pages"

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!


Examples: Website Home Pages"Aaron Marcus and Associates, www.AMandA.com, Slide 50!AM+A!

Examples: Website Home Pages"


Gender: Femininity vs. Masculinity"

n  Traditional Gender Roles (not physical differences)!n  Men: Assertive, competitive, tough!n  Women: Home/children, people-oriented, tender"

n  Hofstede’s Culture Definition:!n  Masculine: roles distinct; feminine: roles overlap!

[Time, 12 Apr 04, p23;!The Hindu, 28 Mar 04, p1]!


Masculinity Index Values for Selected Countries"

n  95 Japan!

n  79 Austria!

n  62 USA (South Africa 63)!

n  53 Arab countries (inc SA)!

n  47 Israel!

n  43 France!

n  39 South Korea!

n  05 Sweden!

[Time, 26 November 2007, pp. 8-9]!


Power Distance vs. Masculinity"

Low Power Distance Index High!

Masculine!!!!!Masculinity!Index!!!!!!Feminine!

• Japan!

• Italy!

•South Korea!•Singapore!

•Norway!•Sweden!

• Finland!

• South Africa!

•Austria!

•USA!


Traditional Work Goals"

n  Masculine (achievement)!n  Earnings!n  Recognition!n  Advancement!n  Challenge!

n  Feminine (relations)!n  Manager: Good working relation with direct supervisors!n  Cooperation: Work with people who cooperate well!n  Living area: Live in desirable location for one’s self and family!n  Employment security: Physically safe and be able to work for as

long one wishes!

27



!


Implications for Global UX Design"

n  Masculine!n  Traditional gender/ family/ age distinctions emphasized; work

tasks/ roles given preference !n  Mastery most important; Websites designed for exploration, control!n  Games/competitions held grab attention!n  Artwork may be utilitarian/ instrumental!

n  Feminine!n  Gender/work roles blurred !n  Mutual exchange and support more important than master!n  Website task-oriented and provide quick results for limited task !n  More emotional/aesthetic appeal!


Examples of Masculinity/ Femininity on the Web"!Gender-oriented sites:!

n  Masculinity: Japan = 95 (highest MAS)!n  woman.excite.co.jp - women’s site!n  www.isize.com/top - site for young adults!

n  USA = 52 (15/53)!n  www.chickclick.com!

n  Femininity: Sweden = 5 (lowest of 53 nations)!n  se.excite.com!


Excite/Japan for Males, Females"Aaron Marcus and Associates, www.AMandA.com, Slide 58!AM+A!

Excite/Japan for Males, Females"


USA and Sweden"

é  USA: Chickclick.com for chicks!ì  Sweden/Excite: no gendered sites!


Uncertainty Avoidance"

n  Feeling threatened by uncertain/unknown!n  Fear/risk vs. anxiety: Known vs. unknown!n  Countries vary in formality, punctuality, certainty

requirements!n  Extreme uncertainty creates intolerable anxiety;

law, religion seek to reduce it!n  Intolerance of ambiguity!

28



!


High vs. Low Uncertainty Avoidance"

n  High!n  People seem busy, emotional, aggressive, active!n  What is different is dangerous, dangerous and dirty related!n  Students expect teachers to be experts with all the answers!n  Shun ambiguous situations; prepared to engage in risky behavior

to reduce ambiguities, like starting a fight, instead of waiting!

n  Low!n  Quiet, easy-going, indolent, controlled, lazy!n  What is different is curious (or ridiculous)!n  Students respect plain language, teacher who may not know all!n  Definitions of clean/dirty; safe/dangerous differ widely by country!


Implications for Global UX Design:High UA"

n  High!n  Keep it simple!n  Reveal results/ implications of actions!n  Make attempt to prevent looping/ becoming "lost in cyberspace"!n  Use constraints/task animations/models to reduce "user error"!n  Carefully encode meaning through multiple redundant cues!

n  Low!n  Complexity and risk more valued: less protection from failure!n  Less controlled navigation: Links may open windows, change site!n  Help system focuses on information; task orientation secondary!n  Coding of color/ shape/ texture cues used to maximize information;

need not be so redundant!


Examples of Uncertainty Avoidance on the Web"!Airline Companies:!

!

n  Belgium = 94 (5+6/53)!n  www.sabena.com!

n  UK = 35 (47/53)!n  www.britishairways.com!


Examples: Airline Home Pages"


Examples: Airline Home Pages"Aaron Marcus and Associates, www.AMandA.com, Slide 66!AM+A!

What Happens Over Time? Airline Home Pages Change…But…"

Sabena British Airways!

29



!


Comparison of UA for 2003 Airline Websites "

n  Inside travel booking pane!n  Sabena, Belgium: 19!n  British Airways, United Kingdom: 16!

n  Outside the travel booking pane!n  Sabena, Belgium: 23!n  British Airways, United Kingdom: 43!

n  Culture differences survive design improvements!!


Long- vs. Short-Term Time Orientation: Confucian Dynamism"

n  Stable society requires unequal relations!n  Family is prototype of all social organizations!n  Virtuous behavior to others = not treating others

as one would not like to be treated!n  Virtue re one's task in life = trying to acquire

skills and education, working hard, being frugal, being patient, persevering"

n  Practice oriented, not belief (truth) oriented!


Long-term orientation (LTO) Ranking for Some of 23 Countries"

n  01 !China !n  04 !Japan!n  17 !USA!n  22 !Nigeria!n  23 !Pakistan!


Implications for Global UX Design: Long-Term Orientation"

n  Practice more important than theory!n  Accomplishing the task sufficient; expertise not

required!n  Personal network provides resources for

achievement (cf. Chinese Guanxi principle)!


Examples of Long/Short-Term Time Orientation on the Web"!Siemens:!

n  Germany = 31 (14/23)!n  www.siemens.com/de!

n  China = 118 (highest LTO)!n  www.siemens.com.cn!


Examples: Germany and China"

  Siemens Germany Siemens China!

30



!


Summary: China vs. Germany"

n  Germany!n  Design that is appropriate just for now (will be outdated in a

certain amount of time)!n  Concentration on just showing task or product!n  Function, mastery, organization-oriented!

n  China (Long-term time orientation):!n  Soft focus!n  Warm, fuzzy images"n  Timeless, classic design!n  Emphasis on people images"


Cautions with Hofstede’s Culture Model"

n  Old data, pre-post-modern (no emphasis on media, sociology of culture, politics of culture)!

n  Corporate subjects only!n  Assumes one culture per country!n  Assumes fixed, unchanging relationships!n  Gender roles, definitions debatable!n  Seems too general, stereotypical!n  Nevertheless: use widespread!


How to Work with Cultural Models: Examples from China and Germany "

n  Honold, Pia!n  “Learning How to Use a Cellular Phone: Comparison Between

German and Chinese Users,” Jour. STC, Vol. 46, No. 2, May 1999, pp. 196-205. (now Pia Quaet-Faslem)!

n  Lee, Ook !n  “The Role of Cultural Protocol in Media Choice in a Confucian Virtual

Workplace,” IEEE Trans.Prof. Comm., 43:2, Jun 00, pp. 196-200.!

n  Choong and Salvendy!n  Internat. J. of HCI, 1999. Studied Chinese/USA mental models of

house: thematic vs. functional/categories; better performance/memory with own model. See: Carroll, J. M., “Using Design Rational to Manage Culture-Bound Metaphors for Internat. UIs,“ IWIPS 99, Proc., p 125-132.!


AM+A Used Hofstede to Study Web Design and Culture"

n  12 corporate, global Websites!n  Long case study in Visible Language: 38:1, 2004, 64pp.!n  Short report: Proceedings of IWIPS 2003, 10 pp.!


Websites Analyzed"

n  Used Hofstede, but could have used other models!n  “Mature” company Websites with parallel content

in multiple countries !n  Consumer (B2C) and business-to-business (B2B)

sites!


Cross-Cultural Matrix: UI Components vs. Culture Dimensions"

User-!InterfaceComponent: Appearance!

Hofstede Culture Dimension:Power Distance (PD)!

Low PD" High PD"

Appearance! Images of people, groups;daily activities; popular music, symbols, typefaces, layouts, colors; informal speech !

Images of leaders; national/corporate/govt themes, slogans, insignia, logos, symbols, typefaces, layouts, colors; official anthems, formal speech!

31



!


Example: Power Distance vs. Metaphors"

n  Siemens Website: Personal images vs. official buildings!

n  Netherlands (PD 38) Malaysia (PD 104) !

Metaphor for “Home”: the face / eyes of a person !

Metaphor for “Home”: an official building!


Example: Power Distance vs. Navigation"

n  Sapient Website: amount of options provided !n  Germany (PD 35) India (PD 77) !

Open access, multiple options!

Restricted access and choices, prescribed routes !

How do I apply for a position at Sapient?Send your complete application with CV, picture and job reference to our hiring team in Düsseldorf or Munich. Furthermore you have the possibility to apply via email. Fill out the online form or send your own digital application to: [email protected]. It does no matter, how you apply, we try hard for a quick handling and you will hear from us soon. !

How do I apply for a position at Sapient?Register now to set up your profile and apply for jobs right away, or search jobs now. !


Example: Femininity/Masculinity vs. Appearance "

n  Mercedes Benz Website: Use of “soft” design !n  Sweden (MAS 5) ! Germany (MAS 66) !

Softer edges and shapes! Clear structure, no cuteness!


Patterns Power Distance"

n  Patterns found!n  All countries with no

picture on the front page have low PD value.!

n  The eight countries with the highest PD value show a picture of a male person. !


Patterns: Collectivism vs. Individualism"

n  Patterns found!n  The “individualism” of the

pictures at the PeopleSoft Website increases with the amount of IDV value!

n  The arrangement of the pictures of the low IDV countries is very symmetrical.!

n  Among the 15 lowest rated countries regarding IDV, there are no people shown on the Siemens localized Website imagery, but one can find images of people in those countries that have a higher ID.!


AM+A Studied Other Models: Best-of-Breed Culture Dimensions"

n  Surveyed: 11 Authors in 9 Sources"n  Adler, Nancy J.!n  Condon, John C.!n  Hall, Edward T.!n  Hofstede, Geert!n  Kluckhohn, F. R.!n  Parsons, Talcott!n  Strodtbeck, Fred!n  Trompenaars, Fons!n  Victor, David A.!n  Wright, Quincy!n  Yousef, Fathi S.!

n  Published survey!n  Baumgartner, Masters thesis, http://mavas.at/val"n  Marcus, Baumgartner, APCHI 2004 Proceedings, Summary!

32



!


29 Dimensions in 9 Sources"

n  Achievement vs. ascription!n  Activity orientation!n  Affective vs. neutral!n  Authority conception!n  Context!n  Degree of power!n  Economic progress!n  Experience of technology!n  Face-saving!n  Gender roles!n  Human nature orientation!n  Individualism vs.collectivism!n  Instrumental vs. expressive!n  Internal vs. external control!n  International trade, community!

n  Long vs. short time orientation!n  Meaning of life!n  Non-verbal communication!n  Political decentralization!n  Power distance!n  Property!n  Resources!n  Space!n  Specific vs. diffuse!n  Technological development!n  Time orientation!n  Time perception!n  Uncertainty avoidance!n  Universalism vs.particularism!


Best-of-Breed Dimensions Based on Surveying 57 experts"

n  Context!n  Technological development!n  Uncertainty avoidance !!n  Time perception !!n  Authority conception!

n  All others ranked, for use when time, money, circumstances permit further analysis ""


UI Usability + Culture: Is “Usability” Itself Culture-Biased?"

n  “Usability” may not have same attributes worldwide!n  “Non-Universal Usability? A Survey of How Usability Is Understood

by Chinese and Danish Users,” Frandsen-Thorlacius, et al., CHI 09 Proc, pp. 41-58. (limited study, noting possible objections)!

n  Impact on Usability Practice (per paper)!n  May affect usability testing and user-centered design!n  Findings on perceived usability not transferable across all cultures!n  For international usability work assume universalism cautiously!n  Authors skeptical about using/comparing results from standardized

satisfaction questionnaires across different cultural backgrounds!n  Tests must account for potential differences in perception of usability!n  Give priority to different aspects of usability to develop systems to be

perceived as usable by users with different cultural backgrounds!


Usability and Culture: China vs. Denmark"

  [“Non-Universal Usability? A Survey of How Usability Is Understood by Chinese and Danish Users,” Frandsen-Thorlacius, et al., CHI 09 Proceedings, pp. 41-58]!

  ! !


Proving Culture Differences"

n  Using Eye-Tracking of Website Designs!n  Dong, Ying, “A Cross-Cultural Comparative Study on Users’

Perception of the Webpage: With the Focus on Cognitive Style of Chinese, Korean, and American” Masters Thesis, Korea Advanced Institute of Science and Technology, 2007!

n  Studies track differences between US (analytic) viewers who stop at “monuments” before “diving” and Asian viewers who “survey” the page before diving!


China, Korea, and US Differencesof Web-Page Viewing"

[Dong, Ying, “A Cross-Cultural Comparative Study on Users’ Perception of the Webpage: With the Focus on Cognitive Style of Chinese, Korean, and American” Masters Thesis, Korea Advanced Institute of Science and Technology, 2007.]!

33



!


Where do We Go from Here in Thinking about Cultural UX?"

n  Alternate models: Redo studies using them!n  Rethink development steps, e.g., evaluation!n  Rethink UI components, e.g., metaphors!

n  New approaches proposed for China, India!

n  Rethink platforms, e.g., mobile devices!n  Sony-Ericsson Wukong with Guanxi; new Chinese metaphors!

n  Consider additional sources of insight!n  Educate corporations/professions/users re culture!

n  UN Bookstore: no books on culture models, only tourist interest!n  Many studies, theories, books do not include culture!


Increasing Presence of “Culture,” Anthro/Ethnography in UI/UX Design"

n  CHI 2009-135: Many culture-oriented sessions, plus many more papers, posters, abstracts- !

n  UPA 2009-15: Increasing number of sessions!n  HCII 2009, 15, DUXU11-15: Many sessions, papers,

posters, abstracts!n  At AnthroDesign, Google, Yahoo, Facebook, and

other discussion forums: Informed, passionate debate!n  IWIPS 1999-12: Always sessions, papers on culture!


Culture in Business: New Activities in Decade of Change, 1/2"

n  More articles and books in recent years!n  House, et al (2005). “Cross-Cultural Research on Organizational

Leadership”!n  Livermore, David (2010). Leading with Culture Intelligence!n  Jacques, Martin (2010). When China Rules the World!n  McCracken,Grant (2010). Chief Culture Officer: How to Create a

Living, Breathing Corporation!

n  More studies undertaken by product/service developers!

n  Culture audits of software prior to translation into languages/cultures!n  Culture research of one’s own corporation to learn lessons of

communication, sharing, cooperation, team building, networking!n  Culture research of one’s customers/markets to learn lessons of

product/service innovation, absorption, appeal!


Culture in Business: New Activities in Decade of Change, 2/2"

n  Examples: Avoiding cultural gaffes!n  Business meeting mistakes: “Russian culture fosters smiling in

private settings and seriousness in business settings.”!n  One driving training company expanded into 20 countries before

realizing product’s culture flaws, then spent $1m to correct them!n  [Malby, Emily (2010). “Expanding Abroad?Avoid Cultural Gaffes.”

Wall Street Journal, 19 January 2010, p. B5.]!

n  Need for new thinking about leadership, teamwork, cooperation, sharing, privacy, innovation!

n  Can not take for granted that multi-disciplinary teams members think and act alike, even with corporate culture policies and slogans!

n  Need for Chief Culture Officer, culture leadership!n  Who will support CCO? Engineering, business, marketing, HR?!


Culture in Business: New Approaches to Research/Evaluation"

n  Eye-tracking studies to discover culture differences!n  KAIST research in Korea!

n  Varying techniques to relate to participant’s culture!n  Individual vs. collective interview!n  Test-Lab vs. on-the-street interview and ethnography!n  Storytelling vs interrogation!

n  Cross-cultural heuristic evaluation guidelines!n  AM+A has begun, but not finished one!

n  New resources/references for global research!n  Schumacher, R., Ed. (2008). Handbook of Global User Research.!n  Stephanidis, C., Ed. (2009). Universal Access Handbook.!


Country Culture vs. Corporate Culture"

n  How does country culture corporate culture, especially for global, international firms?!

[Images: http://farm4.static.flickr.com/3222/3049140640_f7c68be652.jpg, http://winnersatwork.com.au/images/diagrams/VennDiagramRepresentations.gif]!

34



!


Culture in Business: New Approaches to Corporate Culture"

n  Are corporate cultures truly global? TBD.!n  Consider Cisco example: Are there biases?!

n  Collaboration Teamwork!n  Continuous Improvement/ Stretch Goals!n  Customer Success!n  Drive Change!n  Empowerment!n  Fun!n  Giving Back/ Trust/ Fairness/ Integrity!n  Inclusion!n  Innovation!n  Market Transitions!n  No Technology Religion!n  Open Communication!n  Profit Contribution (Frugality)!n  Quality Team!


Culture in Business: How Does Culture affect Development Teams?"

n  How does culture affect collaboration, communication, cooperation, sharing, delivery?!

n  How do teams work together?!n  India: Teams often work together start to finish, mentor newbies!n  USA: Individual groups work on pieces, then assemble the whole!

n  What is leadership like?!n  Japan: Strong boss, even with consensus (ringi) model!n  Netherlands: More democratic, lower power distance!n  US vs EU models !


Culture in Business: New Contexts Require new Approaches"

n  Next decade will be more sensitive to culture in all people-centered development process:!

n  Planning, research, analysis, design, evaluation, documentation, implementation, training!

n  All stakeholders: engineering, marketing, business, employees, investors!

n  All markets for products/services, not just “exotic” cultures!

n  Culture issues cannot/should not be secondary !


UX Evaluation and Culture: How does Culture affect…"

n  User profiles (personas) and scenarios?!n  Culturally appropriate people, tasks, stories!

n  Testing, questionnaires?!n  Culturally appropriate people, tasks, test environments, questions,

techniques!

n  Video monitoring and ethnographies?!n  Culturally appropriate persons, inquiries, behaviors, environments!

n  Measurement of objective and subjective “facts”!n  Culturally appropriate collection, emotional reactions!

n  What about Web 2.0? Social network sites?!


Challenges to the Classic Culture Models"

n  Ethnographic approaches!n  Local groups, behaviors, “situated practice,” action-oriented!

n  Post-modernism, media studies, sociology of culture, production of culture, politics of culture!

n  Critique of sociological phenomena, e.g., power, inequality, social construction of technology, other patterns of social organization

n  Michèle Lamont, Princeton Univ., contemp. sociological theory: http://www.princeton.edu/~sociolog/grad/courses/fall1995/soc502.html. Towns in two countries more similar than town to city in each country or two cities to each other.!

n  David Brain, New College, Florida, sociology of culture course: http://www.ncf.edu/brain/courses/culture/culture_syl05.htm


Additional Sources of Insight into UX and Culture"

n  Persuasion!n  Trust!n  Intelligence!n  Personality!n  Cognition!

35



!


Cultural UX Issues to Consider: What do You Think?, 1/5"

n  Are basics of usability culture-biased? Efficiency, productivity, simplicity, usefulness...for what?!

n  How can culture models be added to theories of utility, sociability, community, entertainment, design? !

n  How map UI components to culture dimensions?!n  How can corporations and organizations include

more cultural theory in development process?!


Cultural UX Issues to Consider:What Do You Think? 2/5"

n  How does culture affect Web 2.0, social network, and blog-related products/services?!


n  Online training: Friend/guru? Tradition/skills?!

n  Virtual Web Boyfriends/Girlfriends OK?!n  WebKare.jp: Users choose animated characters who tell you how

great you look, per Lisa Katayama, Tokyo Mango blog report [Kane, Yukari Iwatani, WSJ, 2 June 2009, p. Digital-2]!

Culture UX Issues to Consider:What do You Think? 3/5"



n  Interaction styles: informal vs. formal, harmony vs. honesty, sincerity vs. scheming?!

n  Conflict: Frequent vs. seldom? Chatroom flaming OK? Clashing opinions OK?!

n  Would you send your virtual representatives on vacation (see Korea)?!



n  What attitudes toward advertising or privacy? Personal Webcams OK?!

n  Different men, women sites/apps? !n  Management training biased to individualism? !n  SMS messages impolite? (e.g., India, China)!

[Bangalore Times, 30 Mar 04, p1]!


Your Actions will make the Future: Evolution or Revolution"

n  Computer-mediated communication and interaction occurs in a culture context!

n  UX development must account for culture !n  Models, methods exist; many research issues!n  Design professionals cannot ignore the issues!n  Future development of tools, templates, treasure

chests of patterns, body of knowledge!

36



!


Body of Knowledge: Resources"

n  ACM/SIGCHI: [email protected],www.HCIBib.org//SIGCHI/Intercultural!

n  American Anthropological Association’s Internet Resources: http://www.aaanet.org/resinet.htm!

n  AM+A URL and publication list!n  Anthrodesign.org!


A Challenge: Bone vs. Bottle"

  Concept by Donald Day!   IWIPS 1999!   Email: [email protected]!


Cross-Cultural User-Experience Design: What? So What? Now What?"

  Aaron Marcus, Principal"   Aaron Marcus and Associates, (AM+A)!  

1196 Euclid Avenue, Berkeley, California 94708-1640, USA!   MobTel: +1-510-499-3195, Fax: +1-510-527-1994, Email: [email protected] !   Web: www.AMandA.com

Facebook: http://www.facebook.com/AMandAssociates!   LinkedIn: http://www.linkedin.com/company/aaron-marcus-and-associates-inc-!   YouTube: http://www.youtube.com/user/AMandAssociates!   Twitter: http://www.twitter.com/amandaberkeley !

!

37

Tutorial: Cross-Cultural User-Interface Design !Lecture:!For Work, Home, Play, and on the Way !Mobile Phone UX and Culture !

!

! © Copyright 2015 by Aaron Marcus and Associates !AM+A, www.AMandA.com !Page!

Aaron Marcus and Associates, www.AMandA.com, 1!AM+A!

Mobile Trends and Culture Differences "



Aaron Marcus and Associates"1196 Euclid Avenue, Suite 1F!Berkeley, CA 04708-1640, USA!Tel: +1-510-599-3195, Fax: +1-510-527-1994!Web: www.AMandA.com!


Mobile Trends"n  Samsung:

- Bring music to hearing impaired: implanting mobile, ‘upgrading human’ !

- Assist hearing capabilities to bridge people with hearing difficultly in communication and relationships!

Address human auditory abilities! KR!


Mobile Trends "

n  Samsung- Detect Acute Stress by heart rate variability, using prototype mobile ECG Sensor.!

Develop unhealthy attitudes.! JP!


Mobile Trends"

n  Sony Ericsson : - Add new sense to user’s mobile experience (Aroma Sheet)- Enhance physical and emotional ‘well-being’ experience.!

!Address underexploited issues of users’ ability to perceive and respond to smell.!

JP!


Mobile Trends"n  Samsung - Use various sliding ! directions for different ! modes !

!

KR!

38


!



Mobile Trends"n  Sky: OLED keypad

environment- 27 types of keypad- Vibration motors on ! touch sensors: fun & feel !!Add haptic (touch and movement sensing) feedback into interface to enhance user experience.!

KR!


Mobile Trends"n  Korea

- use double screens !!

KR!


Mobile Trends"

n  LG Philips e-paper (A4)- flexible & durable screen - 4096 color!

Gummi interface !- bend display to interact!

KR!


Hofstede’s Dimensions of Culture Index Table"

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Power Distance Individual Index Masculinity Uncertainty Avoidance Long-term Orientation

Taiwan

South Korea

Japan

USA


Bottom layout difference "

n  Centralized call function in US RAZR. Vs. Separated call function encouraging users to use localized online applications: ‘i-mode’ and ‘video conference’.!

  Taiwan Moto Krzr maxx K3 Source:http://www.sogi.com.tw/park/content.asp?a_id=6107!

Customized Moto Razr for FIRESTONE in Taiwan!

Standard Moto Razr for North America!

TW!

US!


Keypad Language Input "

n  Improved typing experience by special key set ‘Won Xing System’, using buttons, clustered in similar sounds between English and Chinese!

TW!

39


!



Business card digitalized, including Chinese character identified software!

Language (Character Differences) "

n  Digital business card scannable with phone to make difficult Chinese character input easier and faster. !

!TW!


Navigation: Icons and Metaphors "

n  Localized icon design using each metaphor, representing different meanings within each cultural context!

n  Navigation system in Taiwan uses standard doorplate and noodles to represent “road” and“restaurant”!

TW!

US!


n  Use less colors on icons and backgrounds in latest Korean mobile products (i.e. Samsung, LG) for viewers’ simple and easy eye flow. !

!

More Colors Fewer colors

Navigation: Color Differences"

US!

TW!US! US!

US!

US! US!US!

US!

US!

KR!

KR!

KR!

KR!

KR! KR!

KR! KR!


Full Screen Mobile"

n  Simpler and less assertive icons and navigation techniques in Asian mobiles !

n  Information hierarchy: highly populated and categorized (Asia) vs. informally organized and categorized structure (US)!

n  Black background and icons more “cool,” less emotionally expressive users!TW!

KR! US!


Photo Editing "

n  Built-in multi-photo-editing options in Asian phones to enrich photo-sharing!

n  Examples: adding frame, “artsy” fonts, animation cartoon character, ASCII-art!

n  Desire satisfied to create group by using personalized expression and language through custom selections !KR!


Calendar Application "

n  Asian versions use special I-mode online content of Chinese traditional calendar, which is combined with fortune forecast !

TW!

KR!

40


!



Emoticons "

n  US expresses emotion with mouth shapes vs. KR changes eye shapes!

n  TW emoticons tend to use more Chinese characters!

US!

: )" =(" :’("

XD" :P" :O"

^-^" T_T"@o@"

=_=" -_-" >o<"KR!

TW!Orz _ rz (___ )@m

(____ )_ (

___ _

)_ ~ __


Virtual Social Networking Space"

n  Provides interspaces for people to coexist and communicate !

n  Individualism vs. Collectivism: US prefers importance given to individuals vs. KR representations appear by themselves or within groups!

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Taiwan

South Korea

Japan

USA

US!JP!KR!TW!US!

KR!


Femininity vs. Masculinity"n  US: Attention gained

through games and competitions!

n  TW:- Attention gained through poetry, visual aesthetics, and appeals to unifying values- Mutual cooperation, exchange, and support (rather than mastery and winning)!

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Taiwan

South Korea

Japan

USA

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Taiwan

South Korea

Japan

USA

TW!

US!US!KR!TW!


Cuteness"

n  Japanese, Korean, andChinese visual design style tolerates, even celebrates, cuteness much more than EU+US!

n  Examples found throughout UIs, publications, packagingof products and services!


Multi-Media Message (MMS)"

n  Realistic vs. Abstraction!n  Hard vs. Soft forms!n  Vivid vs. Pastel colors !n  Indirect vs. direct

emotional expression !n  Avoiding cuteness,

emphasis on clearness. vs. softer edges and shapes!KR!

US!


China: Culturally Different UX Trends"

n  Chinese UX trends emerging: more complex, more cuteness, more comparisons, more trends, more people: more = more, more = more, not less = more!

Xiaomi recruitment mobile page! !

41


!




Aaron Marcus and Associates"1196 Euclid Avenue!Berkeley, CA 04708-1640, USA!Tel: +1-510-599-3195, Fax: +1-510-527-1994!Web: www.AMandA.com!

42

© Copyright 2015 by Aaron Marcus and Associates. !AM+A, www.AMandA.com !Page ! !!

Tutorial: Cross-Cultural User-Interface Design !Lecture 3: Country/Corporate Culture Anallysis!! !!

!


Analysis of Country Cultures to Improve Teamwork in Development Teams!

  Aaron Marcus, Principal!   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue, Suite

Berkeley, California 94708-1640, USA!   Tel: +1-510-599-3195, Fax: 1-510-527-1994!   Email: [email protected]!   Web: www.AMandA.com!

  [Based on Gould, and Marcus ((2011). ““Company Culture Audit to Improve Development Team’s Collaboration, Communication, and Cooperation” Proc., HCII 2011, Orlando, Fl, July 2011]!


Presentation Summary!

n  1. Introduction!n  2. Recommendations!n  3. Analytical Criteria !

l  Traditional Measures of Culture!l  Criteria: Tech Innovation and Globalization!l  Criteria: Equal Employment and Gender Ratio!l  Additional Considerations: Corp Culture and HQ Effect!

n  4. Conclusions !


Introduction!

n  California Client X asked AM+A to recommend 4 sites from 15 countries in 6 work regions for company-wide collaboration study!

n  Objectives: Greatest diversity re headquarters site, greatest opportunity for colaboration innovation !

n  Two sets of criteria initially!l  Traditional measures of culture applicable to teamwork!l  Technological innovation and globalization!

n  After review with Client, additional data on employee demographics led to additional criterion!

l  Gender balance!


AM+A Recommendations!

n  Four cities in addition to US corporate HQ!

!


Additional Recommended Cities!

n  Feltham, UK, for Amsterdam: !l  US, UK share values; Amsterdam more egalitarian, gender-neutral!

n  Singapore for Dubai, UAE: !l  Dubai leads world pop growth, oil economy -> trade, finance, info!l  Singapore already successfully refocused economy on same

objectives through more regulated, state-controlled process similar to Chinese values: strong leadership, high power distance, collectivism!

n  Seoul for Tokyo:!l  Seoul uses strong Confucian style of leadership that promotes group

coordination and tends to limit individual action!

n  Optional (outside Client’s sites): Shanghai!l  Western educ influence changing Chinese univs + Confucian culture;

employees, less conservative than Japan, Korea, Singapore!


Data Visualization of Recommendations!

n  AM+A recommended locations with 200+ employees so data statistically valid!

n  Values show HQ city as 1.0!n  Black = max, White = min for criteria!n  Cities provide strongly different culture attributes for

study by Client of corporate culture and differences/similarities in teamwork, which is objective of Client’s research!

43



!


Data Visualization of Recommendations!Aaron Marcus and Associates, Inc., www.AMandA.com, 8!AM+A!

Sources for Data!

n  Power Distance: With exception of Shanghai, data drawn from raw scores comparing 53 countries and national regions by Hofstede (1997)!

l  Due to dependence on IBM data, Hofstede did not include China in original study, so China score drawn from Schwartz’s comparison of 39 cultural groups (1994) for Hierarchy, normalized from a 9-point scale in ratio to US!

n  Individualism: As with Power Distance, all scores for individualism taken from Hofstede (1997) with exception of Shanghai!

l  Shanghai score taken from Schwartz’s score for Conservatism, reversed, normalized, and cross-validated against his scores for Egalitarian Commitment, Affective Autonomy, and Intellectual Autonomy!

n  Digital Nativity: This taken from employee demographic data !l  Variable defined as client employees 30 and younger!

n  High Growth/ New Cities: Data taken from urban agglomerations: !l  Average annual rate of change (%), World urbanization prospects: The 2007 revision

population database, United Nations Population Division (esa.un.org/unup)!n  Female/Male Gender Ratio: Data from client employee demographics!


Analytical Criteria: Traditional Measures of Culture, 1/10!

n  Since 1980s, variables from factor analysis:!



n  Some culture concepts overlap, not bipolar!l  Some are exclusively high/low; others can be multiple!

n  Culture concepts associated with teamwork types!l  Hofstede: Hi power dist/collectivist: MX, CN (HK), SI!l  Hofstede: Hi power dist/individualist: FR!l  Hofstede: Low power dist/individualis: US, UK, NE!

n  Collectivist countries, high PD (respect authority)!l  Dependnt on ingroups, rely on strong leaders with moral authority!l  Avoid direct confrontation, but engineer situations to enableuse of

rules for justified refusal !l  INhistorical variations: tradition of close coop and mentorship

between experience and novice group memers!l  JPhistorical variations: managers are more separate from subords!



n  Individualist cultures, high power distance:!l  Often develop burocratic systems to reconcile personal independence

with absolute authority and centralized power!l  Contrast with collectivist cultures: more confrontational!

n  Indivdualist cultures, low power distance:!l  Tend to work in loose groups, treat others as peers!l  Allegiance to ingroups weak, easier to work with new people, outsiders!l  Different historical patterns: Scandinavia more egalitarian, feminine;

work roles show less gender bias, groups seek to achieve consensus!

n  Hofstede: Complex!l  Surface validity used in business studies, but much changed in 30y!l  Bond challenged Hofstede re Chinese values!l  Hampden-Turner data more recent, partially overlap with Hofstede!



n  Parsons’ social systems teamwork concepts (1951):!l  Universalists use rules applied to everyone and rely on procedural

equity; particularists see social situations as more complex, tend to apply different rules to different types of people!

l  Communitarians (like collectivists) place group needs, objectives ahead of personal needs; individualists place their needs first!

l  People who display neutral affect tend to use reason as basis for developing relationships; people who display more emotional affect are more open about their feelings and expect emotional responses!

l  People who have specific range of involvement tend to view different business, personal contexts as separate; may recognize authority of manager at work but treat manager as equal outside!

l  People who have diffuse range of involvement with work do not separate these contexts; manager whose authority they recognize at work will retain that authority when met in a different situation.!

44



!



n  Two methods to assign group status, leadership:!l  Achievement: status earned through individuals personal

accomplishments, especially work-related success!l  Ascription: Status due to an individual’s titles, gender, age, class, or

education. !l  Trompenaars and Hampden-Turner analyzed larger group of

countries than Hofstede but did not always measure the same group of countries for each culture concept. !

l  Using Trompenaars and Hampden-Turner’s categories, AM+A classified client’s work. Using these culture categories along with Hofstede’s work dimensions began to show new differences between apparently similar countries like Netherlands vs.UK, and Japan vs. China. !



n  Triandis: Individualism most important to explain behavior!

l  Note: Individualism can be modified by wide range of cultural “syndromes,” e.g., social complexity, tightness (ethnic homogeneity vs. heterogeneity), and hierarchy. !

l  Note: Cultures less complex or highly homogeneous tend to be collectivist; most people will display more conformity and suppress individual expression!

l  Note: Experience with Japanese students and employees shows important to remember that people in tight or collectivist societies continue to think of themselves as highly individualist; they just choose to put group interests first!



n  Markus, Kitayama: Concept of duality!l  individualism vs. collectivism too simplistic and unable to explain real-

world behavior!l  Redefined phenomena as two mutually-coexisting concepts:

Independent Self-concept and Interdependent Self-concept.!l  Their new variables better explain why American individualists give so

broadly to charity while Malaysian collectivists don’t!l  Strong membership in ingroups and interdependent self-concept may

prevent support for others in so-called out-groups; by contrast, people with independent self-concept have weak alliance to their ingroups and can see people in outgroups as being individuals just like them!

l  These two types of self-concept may be important when looking at matrix management systems and the use of temporary work groups: in some cultures, longer-term groups may be more effective!



n  Schwartz’s culture variables (late 1980s-mid 90s) !l  Data from many countries, values can stand alone but also

correlated!l  Conservativism vs. Intellectual and Affective Autonomy,

Hierarchy vs. Egalitarian Commitment, and Mastery vs. Harmony !l  Conservatism (plus Hierarchy, and Mastery) roughly equates to

Collectivism, Intellectual and Affective Autonomy and Egalitarian Commitment equate to Individualism!

l  Harmony refers to respect for the natural world, not group harmony !l  Schwartz’s values tend to highlight differences, e.g., US, China focus

on mastery for economic growth vs. northern Europe seeking stable growth to preserve the environment !

l  Schwars tables do not list rankings for UK, UAE, Russian Federation, Saudi Arabia, or India, but does rank rest of client sites!

!



n  Schwartz (1999) made clear predictions re cultural values and specific work behaviors!



n  What Schwartz’s table suggests:!l  Asian countries and northern European countries should be very

different in terms of work centrality!l  In addition, like Hofstede, Schwartz recognizes France as having

unique blend of conservatism and intellectual and affective autonomy (roughly equivalent to high power-distance and strong individualism)!

l  Finally, Schwartz includes element of environmental consciousness (relatively low for all countries with client’s sites) with his emphasis on harmony !

45



!


Analytical Criteria: Technological Innovation and Globalization, 1/5!

n  Second set of criteria reflect recent changes in use of computers and communication technology and in global economics!

n  Growing importance of recognizing generation differences:!

l  Rise of generation of digital natives!l  Development of high-growth cities and new forms of urban life!



n  Johnston, Johal (1997) used culture theory to define Internet as new “virtual culture region”!

l  Digital natives or “millennials:” grew up surrounded by computers, mobile devices, video games, and Internet!

l  Digital Immigrants: Older people, used other forms of technology first, held back by previous impressions of “right” way to do things !

l  Many claims made about differences between two generations, e.g, by Prensky (2001) discussing changes in education:!

l  Digital Natives: used to receiving info really fast; like to parallel process and multi-task; prefer graphics before text; prefer random access (like hypertext); function best when networked; thrive on instant gratification, frequent rewards; prefer games to “serious” work!

l  Digital Immigrants: typically have little appreciation for new skills Digital Natives acquired, perfected in years of interaction, practice!



n  Key to understand full potential of new comm modes!l  Must ask digital natives how they simultaneously work together and

apart through social media!l  Must identify both current and future types of collaboration!l  Must visit sites with large numbers of new hires and digital natives!l  In US, some contention between digital natives and baby boom

generation: Baby boomers developed many traditional computer technologies but new focus on social media often escapes them; remain wedded to more structured media interactions, while digital natives thrive on instant availability and constant interaction!

l  Outside US, young Indian (and Chinese) college graduates have typically been first to achieve computer literacy in their families; they join with fewer preconceptions about media and tend to see it in highly creative ways!



n  Rise of new types of cities: 2nd postmodern influence client must capture in collaboration study!

l  Throughout Asia, and parts of Middle East, Latin America, and Africa, new cities developing on basis of new economic principles!

l  UAE: In 1980, estimated pop about 1m; in 2009, 5m, by end of 2010, 7.5 m; for every child born in UAE in 2009, 22 migrants arrived, UAE world leader in immigration; 73.9% of working age pop (15-64) non-nationals with 2.74 men per woman; median age 30.1 years: 32 for men and 34.7 for women!

l  Singapore: similarly doubled its pop from about 2.4m in 1980 to almost 5m in 2009, but its age and gender demographics are now less skewed; current pop growth about 1%/y mainly through immigration (15th in the world); gender ratio roughly equal, median age of 39 for both men and women !

l  Both cities developed on basis of trade, finance, and information rather than manufacturing, agriculture, or government !



n  Summary of tech innovation, globalization criteria!l  Client’s professionals and staff currently working in new cities more

likely to be globally diverse, young, digital natives who can anticipate future collaboration!

l  Dubai currently epitomizes both positive and negative effects of high growth and rapid urbanization!

l  Investment in infrastructure has created a vibrant economy in the middle of the Gulf. However, gender ratios are highly skewed in favor of young men, and large numbers of expatriates are disconnected from traditional local culture!

l  By contrast, Singapore followed much more planned path to growth; research likely to review more traditional Chinese attitudes to authority and collaboration!


Analytical Criteria: Equal Employment and Gender Ratio, 1/2!

n  Demographic data enabled analysis of gender ratio!l  Hofstede: countries differ on a continuum of Masculinity and

Femininity, which refer to traditional gender roles and to attitudes associated with each gender. !

l  Masculine societies: men seek jobs requiring mastery; women seek jobs nurturing others; men expected to be assertive; women, modest !

l  Feminine societies: men and women less subject to rigid gender expectations; men may be elementary school teachers; women, computer programmers; both genders tend to be modest, avoid direct conflict, and respect (and expect respect from) others. !

l  Two aspects of a balanced gender ratio important for collaboration:!l  Feminine societies focus more on participation, persuasion,

consensus; unions included in company management and techniques like participatory design popular !

l  Masculine societies focus more on challenge, reward, individual recognition; Master programmers celebrated as role models!

46



!


Analytical Criteria: Equal Employment and Gender Ratio, 2/2!

n  Summary of equal opportunity, gender ratio criteria!l  US has been fighting for equal employment in technical positions for

decades!l  For a while in the 1990s, the gender ratio in computer science

improved, but stereotypes of technology and of those who work in technological jobs (“geeks”) have reduced number of women attracted to such positions.!

l  As a result, AM+A suggested Amsterdam as site for study of collaboration in feminine cultures and Bangalore and/or Dubai as sites for study of teamwork in young, masculine cultures!

l  According to employee demographics provided by client, gender ratio in Singapore is slightly higher than in company’s HQ site or in Amsterdam.!

l  Nevertheless, AM+A believed number of women in technical positions may well be higher in Netherlands and is more likely to provide an opportunity to analyze egalitarian styles of work !


Analytical Criteria: Add. Considerations, Corporate Culture and HQ Effect!

n  Challenges of collab between HQ and other sites!l  Client discussions revealed a challenge to collaboration between

headquarters staff and the client employees in other countries!l  Opened discussion about corporate culture and its relation to

national culture !l  All client employees made aware of corporate values, but many of

these reflect classically US emphasis on personal fulfillment (empowerment, fun), mastery (innovation), efficiency (frugality), and continuous improvement!

l  Teamwork critical, but style of teamwork tends to be more masculine than feminine!

l  Consensus opinion: client’s corporate values provide backdrop to discussions within company about collaboration and that differences in power between headquarters and other regions just as much, or more, influential than other factors !


Conclusions!

n  Discussion presents AM+A’s analysis of country cultures and specific cities!

n  Presents impact on values, attitudes, concepts, and behaviors related to teamwork!

n  Analysis used by client to develop specific tools and techniques to improve collaboration, communication, and cooperation in multi-country teams!


References!

n  Central Intelligence Agency (2010). World Factbook. Retrieved February 1, 2010 from www.cia.gov/library/publications/the-world-factbook/index.html!

n  Hofstede, G., and Bond, M. (1988). The Confucius connection: From cultural roots to economic growth. Organizational Dynamics, 16, 417-433.!

n  Hofstede, G. (1997). Cultures and orgs.: Software of the mind. NY: McGraw-Hill.!n  Johnston, K., and Johal, P. (1999). The Internet as a “virtual cultual region”: Are extant cultural classifications schemes appropriate?

Internet Research: Electronic Networking Applications and Policy, 9(3), 178-186.!n  Marcus, A., and Baumgartner, V-J. (2004). A practical set of culture dimensions for global user-interface development. In M.

Masoodian, S. Jones, and B. Rogers (Eds). Proc. of CHI: 6th Asia Pacific Conf., APCHI 2004 (pp. 252-261). Berlin: Springer-Verlag. Retrieved March 6 2005, from springerlink.com!

n  Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98, 224-253.!

n  Prensky, M. (2001a). Digital natives, digital immigrants. On the Horizon, 9(5), 1-6. Retrieved February 1, 2010, from www.marcprensky.com/writing!

n  Prensky, M. (2001b). Digital natives, digital immigrants; Part II: Do they really think differently? On the Horizon, 9(6), 1-9. Retrieved February 1, 2010, from www.marcprensky.com/writing!

n  Schwartz, S. H. (1994). Beyond individualism/collectivism: New cultural dimensions of values. In U. Kim, H. C. Triandis, C. Kagitcibasi, S.-C. Choi & G. Yoon (Eds.), Individualism and collectivism: Theory, method, and applications (pp. 85-119). Thousand Oaks, CA: Sage.!

n  Schwartz, S. H. (1999). A theory of cult. values and some implications for work. App. Psych: An Internat Review, 48(1), 23-47. Ret. Feb. 1, 2010, EBSCO database.!

n  Triandis, H. C. (1988). Collectivism vs. individualism: A reconceptualization of a basic concept in cross-cultural psychology. In G. K. Verma and C. Bagley (Eds.), Cross-cult. studies of personality, attitudes, and cog. (pp. 60-95). London: Macmillan.!

n  Triandis, H.C. (2000, Reprinted 2009). Culture and conflict. The Internat. Jour. of Psych., 35(2), 1435-1452. Reprinted in L.A. Samovar, R.E. Porter, and E.R. McDaniel, (Eds.). Intercult. communication: A reader. Boston: Wadsworth Cengage.!

n  Trompenaars, F., and Hampden-Turner, C. (1998). Riding the waves of culture: Understanding cultural diversity in global business (2nd ed.). NY: McGraw-Hill.!

n  Statistics Singapore (2010). Retrieved February 1, 2010 from www.singstat.gov.sg/stats/themes/people/hist/popn.html.!n  UAE Interact (2010, Jan 25). UAE population to rise in 2010 to 7.5million. Retrieved February 1, 2010 from uaeinteract.com/news.!


Analysis of Country Cultures to Improve Teamwork in Development Teams!

  Aaron Marcus, Principal!   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue, Suite


  [Based on Gould, and Marcus ((2011). ““Company Culture Audit to Improve Development Team’s Collaboration, Communication, and Cooperation” Proc., HCII 2011, Orlando, Fl, July 2011]!

47


Tutorial: Cross-Cultural User-Interface Design !Lecture: Culture Audit of Software!for Work, Home, Play, and On the Way !for Saudi Arabia!

! !!!


Culture: Centered Design: Culture Audit of Screen Designs for Arabic Software"

  Aaron Marcus, Principal"   Dr. Emilie Gould, PhD, Culture Analyst "   (Prof., Communications Dept., SUNY/Albany)"   Laurie Wigham, Designer/Analyst"   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue


  [Based on Marcus, Gould, and Wigham (2011). ““Culture-Centered Design: Culture Audit of Screen Design for Educational Software in Saudi Arabia.” Proc., HCII 2011, Orlando, Fl, July 2011]!


Presentation Summary"

n  1. Introduction!n  2. Cultural analysis: Education, cultural values!n  3. Visual analysis !

l  Examples!l  Examples!l  Microsoft Office baseline!l  Icon usage!l  Visual themes and backgrounds!l  Text size!l  Dual language pages!

n  4. Conclusions !


1. Introduction"

n  Client X, software translation/localization firm asked AM+A to conduct culture evaluation of their Client Y’s educational software (library management) for Saudi Arabia!

n  Original focus on visual design, icons, graphics!n  AM+A conducted culture audit of icons, graphics,

terminology, concepts, with assistance of Saudi representatives!


Culture Analysis, 1/2: Education Context"

n  Challenges: Central government influences software adoption, training!

l  $32.6b (25% of total) budget for 1500 new schools, 2000 renovations!l  Emphasis on higher ed, men and women, diversification, employment!

n  Barriers to progress in using technology!l  Weak infrastructure, especially communication!l  Need for tech specialists, teachers/admins with tech knowledge!l  English language barrier; high cost of technology!

n  Limited progress!l  5,300 Computer labs in primary/second schools (but 28K schools)!l  Boys, girls educated separately, unequally; new women’s schools!l  2014: plans for integrated solutions, 30K more teachers!!


Culture Analysis, 2/2: Culture Values"

n  Hofstede (1997): Useful as a start!l  Limited sampling (Western IBM staff), combined Arab countries!l  Hi power distance(respect for authority), med collectivism/masculinity!l  Saudi Arabia: very hi power distance, srong collectivism/masculinity!

n  Culture values influence educational system!l  Power distance: central, standardized, Islamic government-based

education, 8-9h/w relig ed in primary and secondary schools!l  Moral values make censorship/surveillance OK: BlackBerry

monitored, women limited in buying CDs/DVDs, Internet censored, porn distribution get 5y jail terms!

l  Collectivism: strong nation/religious goals, ummah concept central, social conservatism!

l  Masculinity: Gender segregation in professions, children educated separately, women covered after they become teenagers!


Visual Analysis: Sophisticated, AttractiveWebsites, Per Saudi Opinion"

n  Saudi students considered these had good design!l  Saudi Arabian Airlines, King Saud Univ: Images used as buttons!

48



! !!!


Visual Analysis: PopularWebsites, Per Younger Saudis"

n  Simple appearance, limited colors!

l  NETLOG is Euro equivalent to Facebook with many languages, !

l  Kammelna.com offers card games!

l  Hihi2 offers sports!


Visual Analysis: Colors on Saudi College and University Library Websites"

n  Most use blue, green, gray!l  Green associated with Islam but acceptable for secular Websites!


Visual Analysis: Microsoft Office Baseline"

n  MS Office used throughout secondary education!l  Thus, MS Office products seem standard, best, icons can be

used as basis for concepts, appearance!l  Translated MS products preferred, ability to switch languages

enjoyed, may change in future as educ standads, local sw grows!l  Examples of MS Excel and Powerpoint:!


Visual Analysis: Icons, General Issues"

n  Most buttons, tabs use text only, little use of icons!l  No cultural objection; may result from calligraphic tradition!l  Photographs widely used, including buttons!l  When both Arabic and English versions available, both use icons!l  Example of text-only in King Saud University:!


Visual Analysis: Icons with Specific Cultural, Linguistic Problems"

n  Avoid use of Roman alphabet or numbers:!!n  Exceptions: when sign is widely used:!

n  Avoid icons for other religions, witchcraft!

n  Avoid hand gestures!l  Social-networking thumbs up/down OK for young, not older Saudis!

n  Avoid gendered icons, immodest clothing for women!


Visual Analysis: Visual Imagery, Themes, Backgrounds"

n  People customize mobile phones and desktop backgrounds with photos!

l  Preferred: soccer heroes, beaches, pleasant views, Angelina Jolie (!)!

n  Use of personal photos in social media problematic!l  Recent course case: possible damage to woman’s reputation from

Facebook photo!

n  Most images on Saudi Websites: men in authority or views of modern building reinforcing national pride!

49



! !!!


Visual Analysis: Text Size on Buttons"

n  English vs. Arabic: 25%+ larger, if type size same!n  User testing may be needed to keep buttons, labels,

and text legible, readable!n  Table shows issues: http://digital.library.ksu.edu.sa!


Visual Analysis: Dual Language Pages"

n  Some Arabic library sites designed so page can show English on left, Arabic on right!

l  Good for bilingual users who switch when searching bilingual texts!

n  Example of bidirectional input!l  R to L English words, names within L to R Arabic text!l  Users switch directions using standardized key combinations!


Audit Conclusions: For Client X’s Software Localization for Client Y, 1/2"

n  Translation was appropriate first step of localization!n  To minimize further expense, basic visual layout and

colors could be used with only minor changes!n  For Middle-East market, product required cleaner

look with more blues, more abstract, simplified icons!


Audit Conclusions: For Client X’s Software Localization for Client Y, 2/2"

n  Two levels of acceptance: end users and conservative government/religious institutions who must approve products for use in schools!

n  To pass initial review, UI for library admin may need to accommodate Saudi concern re info access!

l  Saudi Ministry of Education restricts many types of books !

n  Now is unique, exciting, challenging time for US company to engage in process of educational change as system changes, opportunities for men/women change, modernity emerges (not only in Saudi Arabia)!


References"

n  [1] Smith, P. A. (2009, May). Saudi Arabia’s $217 billion spending spree. The Middle East, 400, 29-32. !

n  [2] Kamal, A. (2009). Exemplary use of technology in K-12 education in Saudi Arabia: Dar Al-Fikr Private School. Proposal submitted to the Conference of the Association of Educational Communication and Technology. !

n  [3] Ministry of Education, Saudi Arabia (2010). Computer and Information Center. !n  [4] Ministry of Education, Saudi Arabia (2010). Statistics for the year 1426H/1427H. !n  [5] Mills, A. (2009). Reforms to women’s education make slow progress in Saudi

Arabia. The Chronicle of Higher Education, 55 (43), 11-15.!n  [6] Ministry of Education, Saudi Arabia (2005). Executive summary of the Ministry of

Education Ten – Year Plan, 1425-1435. Second Edition. !n  [7] Hofstede, G. (1997). Cultures and organizations: Software of the Mind. New York:

McGraw Hill.!n  [8] Al-Abdulkareem, S. (2010). Summary of education development in Saudi Arabia:

Historical project. !n  [9] Crossroads Arabia (2010, March 5). Saudis grappling with social media. !n  [10] OpenNet Initiative (2009). Country Profile: Saudi Arabia – Internet filtering in

Saudi Arabia. !n  [11] http://www.kwintessential.co.uk/translation/articles/expansion-retraction.html!


Culture: Centered Design: Culture Audit of Screen Designs for Arabic Software"

  Aaron Marcus, Principal"   Dr. Emilie Gould, PhD, Culture Analyst "   (Prof., Communications Dept., SUNY/Albany)"   Laurie Wigham, Designer/Analyst"   Aaron Marcus and Associates (AM+A)!   1196 Euclid Avenue

Berkeley, California 94708-1640, USA!   Tel: +1-510-599-3195, Fax: 1-510-527-1994!   Email: [email protected]!   Web: www.AMandA.com

[Based on Marcus, Gould, and Wigham (2011). ““Culture-Centered Design: Culture Audit of Screen Design for Educational Software in Saudi Arabia.” Proc., HCII 2011, Orlando, Fl, July 2011]!

50

!!!Lecture/Tutorial/Workshop !Lecture: !Handout Notes !Chinese UX Design Trends !!

!

!!!

Aaron Marcus and Associates (AM+A) !www.AMandA.com Page ! !!

1!


Chinese User-Experience (UX) Design: Identifying Similarities to and Differences from Western UX Design !

Aaron Marcus, Principal!Aaron Marcus and Associates!1196 Euclid Avenue, Berkeley, CA, 94708 [email protected]!Stacey Baradit!School of Information, Univ. of Calif./Berkeley, Berkeley, CA 94720 USA [email protected] !


AM+A Objective: To help People Make Smarter Decisions Faster!Adobe!Apple!AT+T!BMW!Cisco !Epson!FedEx!Fujitsu!GE!GM!Honeywell!HP!IBM!Intel!Kaiser!Microsoft!Motorola!Nokia!Oracle!

Reuters!Sabre!Samsung!SAP!Siemens !US Fed R Bank!Wells Fargo!Visa!

!

!


Chinese UX: Abstract, 1/2

The Emerging Chinese User Experience!

[http://icdn2.digitaltrends.com/image/china-cell-phone-tracking-640x0.jpg]!


Chinese UX: Abstract, 2/2 §  Initial Research/Analysis Initial research/analysis of similarities/differences

between Chinese/non-Chinese (US/Western) UX design in Web, desktop, mobile platforms, wearables!

§  Characteristics studied: UI components (metaphors, mental models, navigation, interaction, appearance, and information design/visualization)!

§  Experience objectives (usability, usefulness, appeal, fun, and aesthetic form, such as density, gridded organizations, etc.)!

§  Social networks, organizational contexts: public vs. private; work, home, school, shopping; sharing (cooperation, communication, and collaboration!

§  Persuasion/motivation (use of dashboards; journey maps; focused social networks; just-in-time knowledge; and incentives (games, leaderboards, rewards, awards, workshops, nostalgia shops, etc.). !

§  Propose initial patterns/framework for research, including possibility of developing unique Chinese UX design, guidelines, apps, and operating systems!


Introduction to China’s Economy (No. 2) and Its Products/Services

http://s.siliconimg.com/kb/content_images/2014/08/22/570250/1408697679_497.jpg!

§  Xiaomi emphasizes their globalization of their mobile phone market!


Introduction to China’s Economy (No. 2) and Its Products/Services

§ Why is it important to understand this emerging Chinese UX? !• China produces many domestic/global computer-based

products/services with Internet selling/shipping!•  Target for companies worldwide offering products/services with user

experiences (UXs) !• New UX challenge: usable, useful, and appealing to all stakeholders:

user communities, engineering, marketing, business management, government, investors, and journalists!• UX issues cover country/culture, design philosophy, methods,

evaluation, relations among stakeholders!

51


!

!!!


2!


Chinese UX Design Issues

§  How CN developers can create successful UX for domestic/foreign products/services?!

§  How can foreign developers create successful UX for Chinese products/services?!

§  What is CN UX? Different from Western UX?!

§  Significant design patterns in CN UX?!

§  How to design CN UX more effectively/efficiently?!

§  What are examples of CN UX design?!

§  What info resources can help designers of CN UX!

!http://static4.businessinsider.com/image/52b76654eab8ea8513b010a1-1200-858/ap472214916345.jpg!


Our Objectives

§ We explore only a few issues about user-experience and user-interface design!

§ We have based our hypothesis of an emerging Chinese UX on examination of previous qualitative and quantitative research!

§ We hope to raise usable, useful, and appealing issues to consider further!!


User-Centered UX Design Basics, 1/2

Metaphors! Mental Models! Navigation!

Interaction! Appearance! Info Visualization!

Marcus [24], Brejcha [3], among others, identified key components of all HCI/UI/UX!


User-Centered UX Design Basics, 2/2

§ UC UXD per Marcus [24] and Hartson/Pyla [9]!§  UX: “totality of the […] effects felt by a user as a result of interaction

with, and the usage context of, a system, device, or product, including the influence of usability, usefulness, and emotional impact during interaction, and savoring the memory after interaction” [9]!

§ Semiotics and Culture!§  Marcus [24], de Souza [5], and Brejcha [3]: Semiotics used to analyze

UX design; Marcus [17, 18], Sun [29], Brejcha [3], Kyriakoullis and Panayiotis [13] identified the relationship of culture to UX design!

§ CN UX will result from a CN UCD process !§  UX goes well beyond usability issues, involving, also, social and

cultural interaction, value-sensitive design, emotional impact, fun, and aesthetics !


Cross-Cultural UX Design: Chinese vs. Western Differences, 1/8

[https://criticalculturaltheory.files.wordpress.com/2013/10/cropped-21.jpg]!

§ Theories of culture!§  Models of culture and exploration of similarities and differences in patterns of

feeling, opinions, actions, signs, rituals and values!

§ Top 5 dimensions of culture (AM+A study [20]): !§  Context (high or low)!§  Technology (status of development and attitudes)!§  Uncertainty avoidance (high or low)!§  Time perception (long- vs. short-term, but also focusing on future, present, or

past), and authority conception (high or low)!



http://images.tribe.net/tribe/upload/photo/d9d/602/d9d602a1-86e5-4593-97ef-1ca7bc4558ad!

§  Example of Traditional Chinese Courtyard Home: What makes a home?!

52


!

!!!


3!



§  Different folks, different Uis!§  Marcus [17] described and visualized differences of UI designs for NA,

EU, and, by implied, but unstated extension, CN users.!

§  German vs. Chinee users!§  Honold [11] investigated how German vs. Chinese users acquire info

about using mobile phones, using mix of Hofstede/other models, and found correlations between model-derived implications and testing!

§ Chinese vs. US users!§  Choong and Salvendy [4] found differences between US and CN

computer-science students in mental models of rooms of home and objects found in rooms; participants had difficulty thinking with alien mental models and made more errors!

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c+FU5eIxowZ3VQCCbkbDw3rkhgp0s4BHjYljkbKqyB/ZDA5fqkEjTWlb/4WYcknrAAbaLh4rC3dmvvzplk6YcP543Df81b+69QN054cP9tw/o9/kK0qUlsTaXcFN9GWFNru+zjsx4dfatf+p8NO6rC/R5hRe0k4uwY2GHGo7v0Gg8Ksjp1w87YyNvshz8lr1um2BH+0HzEMv/ZXdWXk7pp9ini/o8wsgIkkxLi97Zol12+pEKgH0XcOH1Zj5zt91qvf5+4HMFEsjMxsqiCUsT3AZdaKcL4quJJWOOcAXu8kLRqLG1gZALnwAPpXdWdaNnciWlAbDfR7w+J0kWF86MrqTPIbFTmBtmsdQKI9KuFYjEwBMO4jcyqS52C65vPQ7CjhChgrbn2e4+Fu+vY5r3I+zb538aVty9zsZabAvgXBYcIgFzLMfalb228B+yvgKL2sL+ye7l7q9hh+sdTy7qAdMuMGCIrGM80hCIo9oltgPx5DWhshkrdC10i4xLip5oYv1EWVWbTLmNydPrv3A9ldCQbilNejTyOVjUsbknkFF92Y7ffyp2iwMWCgUYmURqT2yfaklc3IVdSdBpYE2Gg0okuOYLaLCSKLA9vIlye9WYvfzHnWWWOeWVvRGuGaOFVHVi1guiqwC98zke3bQeCD79/IUg9MeCKjySLcglbEez4+ddxwcUcwGewksC8ZYEqeY8R4je1W8RwCF1yut/5VoUKXpM7yOTuWp8txcPll/Vo0h5hRc38qjlwTLupUjcEEMPQ619DcM6KYfCTMMFG2Yi0rSOWgTW6jKSMzi5soIsDruKHdK+gpxOZxPI2IA/RlgqoCL9jKgChTffe9qdNkqQRdq0nW6sBuQQO69tPjavCaG8f4ocNH1gAPaS9/Mi/yv51Bb6HM5hxDFpiB1kspfQXWNSEFxuQLhT33N66B9FeORsLIi6Kk0lhfkQrXv+976h4XHhjhrOq2UsWUlsmhOhMjZbG+g1FWYeMRPZMNC+IIv2YIiyeWewj+drV6SjWrMk5X6UhnOKU+zY8uyL/HaoJsR3/E38bm2g251Th4HxKe+Yx4NDsCRLKPRLRqfVquR9C8FGb4uSTFP3TMSnpDHZT6g7CleSKBHDJ7gZuKxOxSEyYp9exApcA9xZf0Y5btV3CdHMbLrL1eEj5jSSb4fok/vUwji6xrkgiVFHKwA/hWh+Ixbye0xPhy9AKhPifBaOCK3PcHwrA4U5kBnlA/WOc7DlpfsJ5IBtUsEscbMMqQ37T2Nhm0AW5PIfEmqhlEYzsDmJIiXclhuxHILcb8yKDcWVZIije0SDYE5tDfUrWeU29ytJIPzlXe6EENa3jbTnQGVECkGQQSXIZ47jnuQLqxtbcUCi4NZrEAJyBaxHfu2uv30SbhKt2IwSzadpky+BNmvYW+FKLbZan6TpHGYMFHJPiAAFtlZGewBJJbNYczytyoRjV48UYuoS47BgVGHjfKzEe6iHDMEmGKQiW1w1uozPNIRa5zdWVRBf2Rfca0w8PnxCS3IlkhKklpSoZSNgB2S19fq92tL1K7GpYLW5zaPBTslsTPKzgm95HX0yhhb1qriOEQjVmv5ym3r2tfWuqcTw+EnN5VXMAe3ezj97e3hRDh/RnAxgXVZGsDeRhz2GUWX4U2Obnsyc8ThucC4jhM4C4dC+u0alrfwiiHCPoz4hOARD1d+c5yf3dWPurv0GOiN0gaO62BVbAj05ioMbiZrXVRmGup0P8AKtCdInyiHwT6HUQXnxUjHmsShR73uabuF9EcBBqIQzD60rM58xnNh6AVaw3EOuGZRZhoyncHuNeY6Qgc83MULvUZKixhOF4WDWOCKN/2lQZrnc3rxuOqhyzMsZPsuf1beGbZW8DalmXjGbsFgr/V7Q7Xhe+jee9LWN4sj3T+kxAjRo3JQ+RDCg5BSH3i2OcWXq2YubLb2STtZhp8dKO4GMqqqzF2AF20uTzOlc++jCJuunbrM0SIoCRyZo8zk622BCqf4q6KJSdht+bfnwro+QMlmcKCTooBLE7WAvXPBBicXKJ4SELeziHF0jVh/VIfbkIHtagX95yHiDYzESRqQcNFpIbdl2O0d+Y+s3hkH1qOtCx205eQ7hRasKdAOLhEMThlDTTqNJZTmZb7sOSkkXJGp05AAE4MATqx9fvq7Fh1XQC5/PvqVmC6sfSiAqy8Hhe2eNWtsW38x3VDJgWjRhhXyt/6jM8Y8bM1wR3A27xVt8R36f2Rv6228qjmYnTYDU/cPz4VwDxGSJAt9Pie9jzuao4njCKCTcAb6D769lQC5OvnS7xiQHbYbjvP8vvoN0dR7VPjGBE0RQgsCbWG+pGo8RYH0q5WyOQdDbyqASHo70b4f1SyzxK81yG6zMy5kOUlIzcAaA3A5jWmOTjSqMsUenoo9wpZKuhbq2AzalWUMpPeAdj4jfnWLiV/r81tNU0X+Em/xp3kbFoK4jiUr6FrDuXQfDU1VSIk6C/5+FQrxSI36tZWblnTKnzuaW+P9Joo+zNN1jf7mPYfaC2A/eNLqw2HcRxKJNAxkb9mOx97nsj41XWV5Lh36iILnkyXzBBzLkXYk6AC1zXO8Z01xAv/AEdUhUeywVWf3yAhT5KD40OxHSnES/rJZHJtcMx+rqOztoSdhR6boFnQsRxN3PZCRRgZUQDMyjuuTa/M6G5JqAMebMfWw/uW+NJOD4mzbE0w4Fydyam7T1AwykYvUs8IYW1FxuNCPIiq8Z1q3TIVC/juEsSv6WW67HrGJHlfaqR4VirnLipPU3pplS9eRx2oMrHJJaJsT+I8MxFhmncjuA+PlQTH42SMAM5Y20vfNbxNdGkGY7eVcs43jBNPI6+xeycuyNj67+tT4afUm1XpRtzpY8KT1k/1NV49ICCGII25/Oj+A6fSoAHWKQf2lfN7w/3UpiIVHiBtW/kiedzM6RiOmOHmykIqSfWIZ08gGRhced6D4zjwJ1sfN5Hv/Ex0pJq5GNBSvGhlNhxuNa3Bt9lFA91qs4vpN1qgTRRzFdAXUK9vBkt7qD4fhc0gukTt5KfvqduAYof1D7X5fjS3jW7+4/Lkeyf0Oo/QdxBb4tRH1asYSNSRezgi51vax8qfOkGIkcjDYXSZlPWSa2hRrXZuRdrdld/IUsdD4hg4IsJhout4gY88xP6uDrSDeVgbfVACr2jkG29PfCsGsKCMa6dpzYF25sbcz8BYCnENOj/DI8NAsMKlUW+re2x5ub63Jubmrxew1Nh386pcR4okIJOp5C9I3Gukcj6A28qDdDJWNnGOk0UCkg3IqHh/EQEWXFSKsjgMqn6itsLftEak+QrmOOxBYEEkixv67D891PfRPhIxTPi5u2pa0Sn2bD63iOQ5aGpqdsZxSQ14fExMMydrxHjUcraW796mcIvs2AHd86oYvFLbfWqClPieJsLDc7ef8qWcc/d+fE1dxmKvdr/Z8u/1/ChMs247wAdNbc7d1JJgYXMlahtaWX6b4Ef7Re3dHIf+i1B+KfSPGARhlu3JpLBf4Qbn1IpOSXgHMjocrcybAczt79qTeM9McJGSI74h/wCx7H/MOh/dvXOeK8enxJvPOXH7OyDyRRaquHmiG5Y+S/jVFj8g5hi4j0nxWI7Ofq0OmSK4Hq3tN77eFaYHgLNy/Pf4UPi48iD9FCCe9zf4Lv76tRHG4hM7SCGD9tiI4vSwzSHwXMaDjJ/ojrSLfFDDh0K5g0ttI0sbH+22w8hrSzDhmOoJzcjre/K1td+VHsPw/Cx7mWY94Aii/vAyHzsPKiWFYg3ghSC39Zq0w+y0pOU/2goPdRjUdhHI9xuBCYiUKLdq5HIMyhmUdwDFhbla1E8AlQYfDWtpp3USw0dqm1YvMXoY7a1PWgGlb1yQ6MqOZuXfUhqrIbms3E5OSNd2bODxc877IFdJsf1WHcj2mGRPNv5XrmoFM3TnGZpVjB0jFz9pv5AUs1o4PHyY/nqDjJ82SvBlQ4nl61NWrpe1a0ZCKCDN4CiWHx/V/q1BP7RF/nVVYiwFtF+NWkw1JOnuUhNx9pdHSXGbCdl7soUfIUxdCcZjMVjYoZJpJItWlXNuijtC/qNOdLEWGrq30M8JKdfimXQBYo+865pCP7o9GqaUNkkNzz3bZewebh+NdnYtBiVUyPu5dWyRkDckhzmtoLX0tTZj+OIBHl1DXOh5Af8AioukLRRvFnCksWZARqLLZiO4HMv5FLPHeFstpENkvt3Zh/4ptjki/iQkjZiTflf8/nWh+K4enePSg+H4g6jU3GvzrZ+Ki+1gB8/z8aS0MX+F9HllmVX7Sas4GzWt2b72JsPKn+WCTIFFkFgAFFgAOQA2FqC8EwHUMssznOAbRKBYZhazHmR3DTztRObpTADYk321FNFJCshmwUpO5+6g3FI2zZb6c/uHrRfEdJ4rdk38u/uoLjcYMtyQWPd3nf3VzoALxeI+HuodHLz79vKosbiMzZRsN/wqKKW71FvUBx5kPOtbUxtwnw+darwM99a+dEeZC8BU0WHJpgg4F+bUQw/C7aDc8tz7qDyI7mRV4FwuOOM4mdQ6hskUbXCySAAsXtY9WgK37ywXvqyxlmbM7Fja2ZtgO5VAyqug0AA8KYTwKSWCACKQHDtMGVlYZllZXWVbjtAEFWtqOwdqsR8DmH9TJ/y2+4UjbA7A2EwIBvue870SRalMGT2gVP8AaBHzqZYqWhSOOPvq3CtaqtbidR+ApZSjFasrDHKftVlg71uKqmUnaq2N4gkYvJIFHidfdvWaXFQ2jbZshwOTedIvTvpaqks4RSzaAC58gPz76HQ8UeX/AFbDySj9thkj9C29eYvgeKmRhLiIoVPtKqkr+85IJ8hpWXJc53kpL7/Ram/Co44Vj1Of4uYuxZvaYlj5nl5Coghq7xjhzYdrOQ175WTVGtzBPyoa+JPKw8t69mGq0PHyXzalkQ95qEqC+vsj41EhPPWj3Rzori8cWGFizhPaYsFQE7DMxtfwpqEKqYpByPyqWLHC4shJuABfU35AAb0fm+i3iign+jA25LLGT6DNrTl9EPQtoWkxOKhKyq2SFHGq2HakF9L6hQfBu+kcENbIej/0eNk6/iEgwsW5jDAOB/bc9lPIXPiNq6D0WxuCMJjwkitBAcpYElRYZsxdvav2rtqNN6S/pze8Mcd9LEhf2nLWGnM6aedNHGeGhsAIUHVAxKhQaaAA5Tbfx8z31ypbBoWsJjmx+NabXq9kB5Rgm2h2LXufPwop0oDBQAeybnL5C1/jSLwjhOPw7FsMMw+sh9k27idqlfpX10rRznq3ChMtxcEntHx5bd1T7FCuZ7AXPKr3AuHzYiRTDGz2lQlrWRQGU9pjpsNhr4VFjsIu4YH1+6uodH+CvHgoI7mNxGudRuGbVibc6WMLeozdIMzcOQ7Dne9VcdgI2FmQX8qo4mPFxAlJA47jv6aUIxPHJGJVxYfW/wC0efPwqzZPUH4rha57poPq/j6/KgfEJWU67cvGmLE8R7JOxPy5mk/FYnMxc+yPZH3/AJ8alNo4wNsu5OpoPx/inVjIntsNx9Ud/n3VYxvFFw8TSNq7+yvM2+6kmXEMxZmN2ff8B3d1dCF6gb7D6cJVmDhBK5yVjj/3j3sfBVW7OfBR5kUUwEMRlQTHLFmGc+H8zp61LxDhWKkYyFA3c6sphUfVVCp0UclA+NNRBRA5kgjFxGZLfXmNlv8A8KM7ebE1qnFJ20iPVJ3RgQr6CIB2/ePrU8OBiv8ApJ1LDuikIH8Sr8qtJhgR+ieOXwU5X/hlCE+l6FruPHHN7IE/0WcOsqzsJF9knUa7qc1yQdiCdRV8YKJkEyxvEesZJEEj5VcKHuhzfq2VrgcrEcqglkkuVyMjDdSpzD0tpW+MmWPCDrGC58SzXc2Fo4VFgPOU7d1T/EJ6RTZsjwElTm0jf/KDoLJiZx4dYZF/hmzLWvDOLZnEOKVFD6JiI41RlJ0BkRLIy330FqGYOZpB+ghkkFvbP6OH0Z9WHkKnl6MYqcENIicskCEnyMj2PoLipPNkTubSXjv/ALNCwcOlUE5Pz/NC3Ph3WYQysBIXEYVm0zFgot36kctqbF6BTgayQjv0YgegAv8ACqOPwWFXiBxL5XlR0zEXZsyKqlrDRTfW57q6fhHuovuNDQx8PinJ3brydk4nJGK5aSfg5djPo8xDsVbHFU5iHCsCf3s5vVrB/RthYAsrnrP7ToWe+v7ZIB05jeuh4pNQ3ofuP576gdAbo3sSaeIb+fzXxrT0YbJV8tPrW5k607tsWsV0e2P+kImg9iNmuTpazGw5arzrI+ieHRgWhxMrk6F3Q6ju7Vk+FE44LMwZIS66vJLe/aJyldO5b7i21XsOVIIvESLXe9yfG+4PrSrBjW0UF58j/qBU3R6GQdXLhlcWvaWQZAPJRo3l76h/zSwbqY3wuEWEEaJF2msNDnFiDv3mmAMpG8YAI1A+NatiwNWc6E2AGn59apFRgqjoiUm5O3qch6U/RNlxCPhiVwj+3mJzxW5C+pDcr7HflXVuAYWHDQJFAioiqNBzJ3JPMnvqeTiakAZC+bQjQi2xB3v5UucZwc+GIeIl4LjQk5k1GhvuvcdxRctbvQ5RtUtxvbEADet1cGkXBdJA0gUkA3sbHbuuDrTVh5FO3w099MnZzVFmbh0TuJGjQyAWEmUdYAeQbcVC3B4zzf1Yn53qYtbn76jOIt3W8D91EBrFwyNNLkjuP8hVXiPD2eyKsPU6BlZFItfXQrYi3KvcPxBC2Uk3O1yfvvVqWVl7j8KBxBgeFxRACFFjiXZEAsx7ydyfOp5y66g37xS/xDHy4dmliXrI8x6yPn9pe5vDnVvhnSzCYkdh+3zQ+2PMcqFrYNG+N4o1hlFzz8B+0fD899LXEp1Y2HL3+Z8TRnicypc3Gu9jp5DwFIfGccEN1YZn2X/q8hQkziLi+JJbqwdB7X4UvcU4iqi59hdABux7gO6oOJY4Ip1Pex5knl5mlTHYppO02ncO4d3r30kYc2r2EbMxeMaV87nyHd4CtI960JsK9WtDQE6Z2bB/r4ftn5UN+in9f/8Akf8AxGsrKlE6I1/Sp7KevyrmY9pfOsrKw5Pio9/hPyj/AHO08K/1eD7I+VK/0pbYT/it/gSsrK2R9540/aizxn9f6CivD/1S/wDFh/xisrK8tfmWenL8shRP63E//cYj/Ga6pwn9Wv2V/wAIrKytPC/Hn+3+SHF/Ch/PBaxPsnyqvjNh9tP8YrKyt7MAG6V/W+zH/jeh3BNpPT768rKnP3HIKd/p99QQ7n7X3CsrKmEY8JtUPFv9Xk/4Z+VeVlVl8N/IMPejj/Ev/mEH2K6nwv2T+edZWVLh/ZEpxHvZYn2odP7J8h86ysrQSQFx3tRfbH3U1T7D891ZWUEFguX+s8z8q4tF/rI/PM1lZSyCOmP9g+VKM/65vKP/AKq9rKSQordI/YT7TfKhUuw8x869rKvj9qJHj7jz+6vW2rKymOP/2Q==!

§ Virtual Confucian workplace!§  Lee [16] considered characteristics of “virtual Confucian” media choices!

§ Different Web-viewing for TW, KR, and US!§  Dong [6] discovered patterns differences using eye-tracking equipment:

US viewers scan Website screen in figure S/ 5, then quickly dive below; Asian viewers circle page, view items more thoroughly then descend!

§ Culture differenes in corporate Websites!§  Marcus and Baumgartner [21] analyzed differences in B2B and B2C

corporate Website in many countries (cultures) using Hofstede’s dimensions and found distinctive uses of imagery, thinking about size of text vs. importance of content, and other differences based on general characteristics of cultural!

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!

Left: Tencent Corporate Site Right: Baidu Corporate Site!



§  Frandsen-Thorlacius et al [7] studied Danish vs. Chinese to analyze concept of usability: Chinese users “usability” more strongly linked to “fun” and “aesthetically pleasing” than Danish users.![http://i.kinja-img.com/gawker-media/image/upload/s--_Foe8PdC--/cr7kvltusop0h61tf67b.jpg]!



http://www.japan-guide.com/blog/schauwecker/g/120511_26.jpg!

§ Observing fish and its context (Nisbett’s study [26])!



§ Nisbett [26]: East-West cognitive differences!§  Based on studiy of Japanese and US participants describing fish tanks!§  Japanese described relationships; US viewers described objects!§  Easterners seem to possess a greater ability to consider logical

opposites simultaneously without conflict!§  Nisbett seemed to say, “Cartesian logic is fine for Europeans/North

Americans, but it is not the only way to think.”!

§  Lofti Zadeh’s fuzzy logic in China!§ McNeil and Freiburger [25] note inventor of fuzzy set theory in US, who

was ignored by US mathematicians and computer technology professionals, flourished in Japan and later Asia!

§  In 1993, 10,000 fuzzy logic exoerts in China but only few 100 in US!

http://i.kinja-img.com/gawker-media/image/upload/s--_Foe8PdC--/cr7kvltusop0h61tf67b.jpg!

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4!


Authors’ Experiences of Emerging CN UX, 1/7

§ Wukong project uses Chinese guanxi principle!§  2002: Sony-Ericsson development team included CN-US anthropologist

fluent in Mandarin to design PDA for CN users, incorporated guanxi (关系, life-long Chinese relationship-building), tested initial prototype in China to show superiority design compared to US, EU, JP, etc. [23] !

§  New CN metaphors!§  Early 2000s: Marcus reviewed journal article from CN proposing new,

“strange,” “foreign” metaphors for CN software based on CN gardens!§  Perhaps similar to reactions of CN users originally when first

encountering Western software UIs!



http://p3.qhimg.com/t018b110811cdaff87b.jpg! http://img.gmw.cn/images/attachement/jpg/site2/20120607/002564a5d684113a9d511c.jpg!

§ Guanxi (关系, life-long Chinese relationship-building)!

§ Chinese Gardens!


Authors’ Experiences of Emerging CN UX, 3/7!

Innovation in China by Dr Jui Shang-Ling!

§ SAP Director proposes “Designed in China” concept!§  Nov 2012, Dr. Jui Shang-Ling, Managing Director, SAP Labs, Shanghai,

author of two books [12, 13] proposes new CN technology/economy basis, not just manufacturing (build/distribute)!

§  Jui believes China should not corner itself into merely developing products, but also innovating and bringing products to market!

§  Not only person to think this and say this!



§ Possible emergence of CN UX!§  Nov 2012, Shanghai, corporate CN executive conjectures to Marcus:

Truly fundamental CN UX might, if implemented, make it difficult or impossible for Western users to access/operate applications and operating systems of CN computers!

§ Emerging CN Web and mobile app design patterns!§  2009-14: Baradit working in CN observed significant density and

complexity of CN news sites/consumer portals, in which 100s of items (images, links, buttons, text) distributed in viewable panes, often requiring scrolling for access; input of characters using Pinyan techniques, with, in general, typing in Chinese more complicated, resulting in distinct interactions and UIs. !

!





http://pics.jiancai.com/bao/img01/i1/uploaded/T14zXUXnXHXXbcLbI._111419.jpg!

§ New CN metaphors!§  Nov 2014: Marcus sees poster from Zhu, from CN, [31] at Interaction

Design and Human Factors Conf 2014 (http://idhf.xrenlab.com) in Kochi, Japan, proposing new metaphor for info-viz of body-sensor data that would be more effective, engaging, and increase multi-sensory perception, based on viewing fish in pond, Asian concept!

§ Design leader urges CN students to develop new CN solutions!§  Nov 2014:, Prof Lou Yongxi, Dean, College of Design+Innovation,

Tongji Univ, Shanghai, in closing lecture of User Friendly/UXPA/CN/2014, Wuxi, CN, urges CN UX designers to recognize unique circumstances of CN history, culture, and people; to put that realization into action, by not just theorizing, but by designing/building entirely new, inherently CN solutions to great CN challenges [15]!

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5!




§  Chinese fish pond!

§  Keynote Lecture at User Friendly 2014!


Emerging CN UX: New CN Metaphors from CN History/Culture, 1/8


§  Easy to understand/use, natural, familiar…for CN!§  CN viewers would quickly and effortlessly understand patterns of

knowledge, storytelling, allusions, references!§  Westerners would find them alien, unfamiliar, dysfunctional, threatening,

especially if key strategic/tactical decisions must be made in short time!

§  CN metaphor subjects: gardens, fish, nature!§  Stand-ins for large, complex systems: e.g., status of 500 entities viewed

at once, each with 7±2 key characteristics, each of which 7±2 key states!

§ Mobile solutions!§  TenCent’s new WeBank (www.webank.com) mobile banking app (no

brick-and-mortar buildings) uses simple, quick, appealing visual storytelling to explain objects/objectives. with cute icons/animations!

§  Many CN mobile apps use concept of “discovery” to find new functions!


Emerging CN UX: New CN Metaphors from CN History/Culture, 2/8!

https://www-techinasia.netdna-ssl.com/wp-content/uploads/2014/12/webank-ss.png!

http://media.tumblr.com/297a800c2b1d22375376538c1761a8d4/tumblr_inline_n0bitgt4c21rzt23v.jpg!

Wechat’s popular Hongbao feature (2015)! Mobile-Only Bank!




§  Easy to understand/use, re-assuring, familiar for CN!§  Choong+ Salvendy: users more effective/efficient with familiar mental

models; Grover [8]: CN mobile apps have more features, some unrelated but appealing, US apps more narrow, minimalist, task-driven!

§  WeChat vs. WhatsApp: functions similar!§  Besides messaging, also video calls, news feed, wallet with payments

service, Favorites like Evernote, game center, location-based people finder, “Shazaam-like” song-matching service, mail client; accounts platform enables hardware communicate to services; no custom apps!

§  CN apps: features pile on!§  Baidu Maps: weather, “Find My Friends”, travel guides, full “wallet” mode

for purchasiing; Tencent Maps: audio postcards; Tencent and WeChat: QR code readers, Groupon-style local offers; Weibo, was like Twitter: now wallet, Posts to 10 distinct content types: blog to restaurant review!


Emerging CN UX: New CN Mental Models from CN History/Culture, 4/8

§  Wechat’s “‘shake • Baidu’s playful animated maps view! and find” feature!



§ New schema!§  Emerging new schema may be easy to understand/use, re-assuring,

familiar, and fundamental to CN history!§  New schema may seem foreign, alien, unknown, unfamiliar, and

dysfunctional to Westerners!

§ Large displays!§  Ability and/or preference for large displays of information that encourage

“tour of the surface,” evident in traditional Chinese painting, calligraphy, and typography!

§  May suggest distinction supported in Dong’s eye-tracking experiments cited earlier !

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Emerging CN UX: New CN Navigation from CN History/Culture, 6/8

!

[http://www.artisoo.com/blog/wp-content/uploads/qingm-shanghe-1024x471.jpg]!



§  New interaction paradigms!§  Easy to understand/use, re-assuring, familiar, fundamental to CN

history and culture!§  Enable CN users to work with character displays, visual attributes,

sound, and other input/output techniques more effectively!§  May seem foreign, alien, unknown, unfamiliar, and dysfunctional to

Westerners!

§  Interest in voice to ease typing and appeal to less-techie seniors and less literate users!§  In recent summary of CN mobile apps, Grover [8] comments voice

messaging in chat apps such as WeChat popular because removes challenge of typing, can be used by older users without much computer proficiency, and may assist large numbers of people with limited literacy!


Emerging CN UX: New CN Appearance from CN History/Culture, 8/8

§ New visual appearance characteristics may appear fundamental to Chinese history and culture!

§ Consider traditional decorations of architecture, vases, paintings, and calligraphy!§  Quite different from either baroque/roccoco European painting or

minimalist traditions of 20th-century Bauhaus and Swiss-German design!

§ Frequency of cute mascots, icons, animations, and storytelling !§  Seem to indicate unique Asian, and specifically CN approach to

branding, storytelling, and customer engagement!


Example 1: Chinese Cuteness Found Everywhere, in Apps, and in Stores

+K membership ad Xiaomi Mascot sales Xiaomi recruitment ! mobile page!


Example 3: Typical Singles Day Shopping Screen with Visual Density

!


Other Key CN UX Characteristics: Space

§  Large, great spaces of CN: key context/challenge!§  Prof. Lou Yongxi spoke of this characteristic at UF14 in Wuxi!§  CN 90K sq mi smaller than US; “wide open spaces” influence, also? !

§  CN UX may focus on large displays, public displays!§  Traversal of large virtual spaces as giant 2D UX before descending!§  Flatter hierarchies, approach tried in 1960s at MIT: Nicholas Negroponte,

with Richard Bolt, who esigned/ implemented Spatial Database Management System [Brant, 1988; Herot, 1980].!

§  Large, dense visual spaces: text, imagery, controls !§  In shopping sites for Singles Day, 1 November 2014, largest single

transaction day in world history (US$8.18b, RMB50b)!

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Space: Example 1 Aaron Marcus and Associates, www.AMandA.com, 38!AM+A!

Other Key CN UX Characteristics: Time

§  CN society at work continuously for 4000 years!§  Few countries/cultures can claim that heritage and be in position today

to dominate world markets, technology, society, politics, and culture!

§  CN has unique “view” of the world!§  Time scale, which may present itself in time scales of information

displays; time that it takes for information to travel throughout society!

§  Pace may be slower/faster!§  Due to governmental/social contexts, activities may go more slowly in

order to be considered “valid” or “official”: quicker not always better !

§  Different biz objective: friendship vs. biz!§  Wukong project [23]: US do business quickly, maybe become friends

later; CN: take time to become friends then maybe do business!

!


Time: Example 1

§  Use of time as urgency!

§  Historical use of time in context of relationships!

!

http://chinatownwiki.com/wiki/images/a/a3/Jade_Chinese_Cuisine_2011_Art_DSC_0056_01Cr2.jpg!


Other Key CN UX Characteristics: Scale

§ Different expectations of scale!§  Tour guide of Xian says, “Oh, it is a small city, about 7 million people;”

conception of “small cities” in US vs. China seems significantly different!

§ 4X population difference: CN vs. US!§  Large-scale problems may show how to manage large numbers of

participants and money in Internet purchase/pay systems and social media networks larger than today’s (with different privacy, personality) !

§ Popularity differences!§  US: One million hits means “very popular;” CN: popularity scale larger!§  Possibility: only few major socially approved and governmentally

approved applications may provide all major functionality in CN in future: one is part of team, or one is significantly an outsider!


Scale: Example 1

http://i3.mirror.co.uk/incoming/article1360711.ece/alternates/s615/Great%20Wall%20of%20China!

“It’s a little crowded…” !


Conclusions, Cautions, and Challenges, 1/2

§  CN: vast, complex mix of peoples, ethnic groups, spoken languages, writing systems!§  Officially 56 ethnic groups; Han people dominate with about 94%!§  Some states, e.g., in which Uighers live, use different writing system and

language, have a different (Moslem) religion and culture, and do not consider themselves “Chinese”!

§  In large semi-autonomous NE, people speak KR similar to North Korean!§  Future research may involve asking people whether they consider

themselves Chinese; whether they consider themselves Han; need to clarify what is “CN” in concept of “CN UX”!

§  Major “dialects” of CN UX may emerge!§  Marcus [22] about proof of return-on-investment for UI design in cost-

justifying usability studies may need to be reconceived for CN context!

!

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Conclusions, Cautions, and Challenges, 2/2

§  Although only speculation at this point, authors believe characteristics described here can provide guidance and stimulate others, who may be able to research topics more thoroughly and design specific solutions that demonstrate impact of China on UX design!

!


Issues for Further Research:A Sampler

§  Light apps!§  Use of Hongbao mental model!§  Flexible/varied searches!§  Creating trust!§  Heavy interaction !§  Shake and find!§  Cuteness engineering!!


Issues, 1/7: Light Apps, with New UI,New Behavior, Single Functions

§  QR codes access: more used, popular; ads have QR codes; temporary content; example: liveapp.cn!

!


Issues, 2/7: Use of Hongbao Mental Model: New Year’s Money GIft

§  New metaphor, mental model; red envelopes with money; WeChat is also payment system!

§  Use of Hongbao mental model!!







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Issues, 1/7: Light Apps with New UI, + Bahavior, Single Function, Temp

§  QR codes popular, used by ads; temp content, QR accessed, highly animated, only mobile access!

§  Examples: liveapp, xiaomi: fun, playful, for sharing!!


Issues, 2/7: Hongbao Metaphor+ Mental Model: New Year Money

§  WeChat adapted payment system to send money!§  > 1b users on WeChat vs. 240 m on Alipay vs. 101m on Weiob which

started Hongbao campaign on 2 Feb 2015!

!!!![Photo: singaporeseen.stomp.com.sg, www.dfic.cn]!

!


Issues, 3/7: Flexible, Varied Searches

§  Slide searching at the side; ranking all searches; pure ranking world!

§  Ranking searches everywhere for everything!!!


Issues, 4/7: Building/Creating Trust; Persuading People to take Action

§  Countdowns: latest re-ranking updates in X minutes!§  Shows site/app keeps up!!

§  Certificates/Verification!§  Shows how authentic, trustworthy; products not fakes!!

§  Number of people doing X: convinces people to do!§  Shows number of people who have done anything!!§  Ecommerce with lots of links!§  Examples: billybilly , tudou.com, universe of ranking, e.g., need to know

what’s hot when moving from secondary city to primary city to establish your street cred!

!

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Issues, 4/7: Examples: Tudou.com Showing Comparisons/Ranking

!


Issues 5/7: Heavy, Inconsistent Screen Navigation and Interaction

§  Navigation different throughout!§  Many more levels in WeChat!§  Hovering over navigation links brings up new content!§  Search bars in different places!§  All text is linkable to something else!§  Showing screen components!§  Bottom right used for navigation for other information!§  All selections have links to other content!

§  Example: Sina.com!


Issues 5/7: Sina.com Screens Aaron Marcus and Associates, www.AMandA.com, 58!AM+A!

Issues 6/7: Shake and Find

§  In WeChat, find others to watch show youare watching!

!!

![www.chinainternetwatch.com]!

!


Issues, 7/7: Mascots and Cuteness Engineering

§  Pervasive, part of branding; part of sales pitch!§  Books, back stories, stores; for adults, kids; even police have mascots!

§  Examples: Tencent, Alibaba!§  Lifeng Cosmetics sells official mascot dolls, costumes!!

!


In Closing

§  Issues are just a beginnng; much to discover and enjoy!

§  Happy Shake and Find!!

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Acknowledgments

§  We acknowledge Grover [8] and Baidu UX design manual [1] which stimulated discussions for this research and presentation!

!


References, 1/2!

§  01. !Baidu User Experience Department (2014). Baidu User Experience Design Gudidelines. Beijing: Baidu, 234pp. !§  02. !Brand, Stewart (1987). Nicholas Negroponte and Richard Bolt, the Spatial Data Management System (SDMS), as described in The

!Media Lab: Inventing the Future at M.I.T. New York: Viking-Penguin, especially, p. 138.!§  03. !Brejcha, Jan (2015). Cross-Cultural Human-Computer Interaction and User Experience Design: A Semiotic Perspective. Boca Raton,

!Florida: CRC Press, Division of Taylor and Francis. In press.!§  04. !Choong, Y., and Salvendy, G. (1999). "Implications for Design of Computer Interfaces for Chinese Users in Mainland China." The

!International Journal of Human-Computer Interaction, 11(1), pp. 29-46. Amsterdam: Elsevier.!§  05. !De Souza, Clarisee Sieckenius (2005). The Semiotic Engineering of Human-Computer Interaction. Cambridge, MA: MIT Press.!§  06. !Dong, Ying (2007). “A Cross-Cultural Comparative Study on Users’ Perception of the Webpage: With the Focus on Cognitive Style of

!Chinese, Korean, and American.” Master’s Thesis, Department of Industrial Design, Korea Advanced Institute of Science and !Technology. Seoul, Korea. 113pp. Uses eye-tracking to discern patterns of Web-page viewing.!

§  07. !Frandsen-Thorlacius, O, Frandsen-Thorlacius, O.; Hornbæk, K.; Hertzum, M.; Clemmensen, T. (2009). “Non-Universal Usability? A !Survey of How Usability Is Understood by Chinese and Danish Users.” Proceedings, Conference on Human Factors in Computing !Systems 2009, pp. 41-58.!

§  08. !Grover, Dan (2014). Blog about Chinese mobile applications. Accessed on 11 January 2015. http://dangrover.com/blog/2014/12/01/!chinese-mobile-app-ui-trends.html!

§  09. !Hartson, Rex and Pyla, Pardha S. (2012). The UX Book. New York: Morgan-Kauffmann. !§  10. !Hofstede, Geert, and Hofstede, Gert Jan (2005). Cultures and Organizations: Software and the Mind. New York: McGraw-Hill.!§  11. !Honold, P. (1999). “Learning How to Use a Cellular Phone: Comparison Between German and Chinese Users.” Journal of Society of

!Technical Communication, 46(2), May 1999, pp. 196-205.!§  12. !Jui, Shang-Ling (2007). From Made in China to Invented in China. (in Chinese). Beijing: Publishing House of Electronics Industry,192

!pp.!§  13. !Jui, Shang-Ling (2010). Innovation inChina: The Chinese Software Industry. London and New York: Routledge/Taylor and /francis

!Group, 170 pp.!§  14. !Kyriakoullis, Leantros, and Panayiotis Zaphiris (2015). “Culture and HCI: A review of recent cultural studies in HCI and Social

!Networks” Universal Access in the Information Society Journal, in press.!§  15. !Luo, Yongqi; Valsecchi, Francesca; Diaz, Clarisa (2013). Design Harvests: An Acupuncural Design Approach Towads Sustainability.

!Shanghei: Studio Tao, 321 pp.!§  16. !Lee, Ook (2000). “The role of cultural protocol in media choice in a confucian virtual workplace.” IEEE Transactions on Professional

!Communication, 43:2, pp. 196 – 200.!§  17. !Marcus, A. (2002). Globalization, Localization, and Cross-Cultural Communication in User-Interface Design. In Jacko, J. and A. Spears,

!Chapter 23, Handbook of Human-Computer Interaction (pp. 441-463). New York: Lawrence Erlbaum Publishers, 2002.!!


References, 2/2!

§  18. !Marcus, A. (2003). "User-Interface Design and China: A Great Leap Forward." Fast-Forward Column, Interactions, ACM Publisher, !www.acm.org, 10(1), January/February 2003, pp. 21-25. !

§  19. !Marcus, A., Baumgartner, V. and Chen, E. (2003). "User-Interface Design and Culture Dimensions." In Proceedings, Human-Computer !Interface International Conference, Crete, Greece, June 2003, pp. c. 300-320.!

§  20. !Marcus, A., and Baumgartner, V. (2004a). "A Practical Set of Culture Dimension for Evaluating User-Interface Designs." In !Proceedings, Sixth Asia-Pacific Conference on Computer-Human Interaction (APCHI 2004), Royal Lakeside Novotel Hotel, Rotorua, !New Zealand, 30 June-2 July 2004, pp. 252-261. !

§  21. !Marcus, A., and Baumgartner, V. (2004b). "Mapping User-Interface Design Components vs. Culture Dimensions in Corporate !Websites." Visible Language Journal. MIT Press, 2004, pp. 1-65. !

§  22. !Marcus, Aaron (2005). "User Interface Design's Return on Investment: Examples and Statistics." Chapter 2 in Bias, R. G., and !Mayhew, D.J., (Eds.), Cost-Justifying Usability, 2nd Edition. San Francisco: Elsevier, pp. 17-39.!

§  23. !Marcus, Aaron (2007). “Wukong Project,” mentioned in Marcus’ Tutorial Description “Cross-Cultural User-Experience Design,” User !Friendly 2007 Conference, Beijing, China. URL: http://www.upachina.org/userfriendly2007/pwcontent/w_Aaron_en.html. Last Checked !28 December 2014.!

§  24. !Marcus, Aaron (2015). London: Springer UK (in press).!§  25. !McNeill, Daniel, and Freiberger, Paul (1993). Fuzzy Logic: The Revolutionary Computer Technology that is Changing our World. New

!York: Simon and Schuster.!§  26. !Nisbett, Richard E. (2003). The Geography of Thought: How Asians and Westerners Think Differently…and Why. New York: Free

!Press.!§  27. !Schwartz, S. H. (2004). Mapping and interpreting cultural differences around the world. In H. Vinken, J. Soeters, & P Ester (Eds.),

!Comparing cultures, Dimensions of culture in a comparative perspective (pp.43-73). Leiden, The Netherlands: Brill.!§  28. !Stille, Alexander (2002). “The Culture of the Copy and the Disappearance of China’s Past” In Stille, Alexander (2002), The Future of

!the Past, New York: Farrar, Straus and Giroux, pp. 40-70.!§  29. !Sun, Huatong (2012). Cross-Cultural Technology Design. New York: Oxford.!§  30. !Wu, Min (2010). Profile of Chinese Ethnics. Shanghai: China International Press and China Nationality Art Photograph Publishing

!House, 232 pp.!§  31. !Zhu, Bin (Tina) (2014). Designing Bio-data Displays for Appreciating the Body.” Poster, in Proceedings, on memory stick distributed to

!participants, Interaction Design and Human Factors Conference 2014, Kochi, Japan, 25-26 November 2014.!

!


Chinese User-Experience (UX) Design: Identifying Similarities to and Differences from Western UX Design !

Aaron Marcus, Principal!Aaron Marcus and Associates!1196 Euclid Avenue, Berkeley, CA, 94708 USA, [email protected]!Stacey Baradit!School of Information, Univ. of Calif./Berkeley, Berkeley, CA 94720 USA, [email protected] !

61

pre-conference course: cross-cultural user experience design - aaron marcus

Design

design tasks

hciuser experience design

speaker lecture

centered design ucd

user experiences ux

principal aaron marcus

crosscultural conversations

crosscultural issues