the role of culture in the structure of categories of application between denmark and china
TRANSCRIPT
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THE ROLE OF CULTURE IN THE STRUCTURE
OF CATEGORIES OF APPLICATION
BETWEEN DENMARK AND CHINA
By
Ather Nawaz
Supervisor:
Professor Robert Ramberg
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Contents•Research Goal
•Cultural differences in category formation-The proposition
•Research Methodology-Material-Experiment of card sorting- Probe sort-Tool for analysis
•Analysis techniques-Edit distance-probesort-Neighborhood
•Result of Experimental Session- Edit distance of Universal card sort 1, 2, 3-Edit distance from prespective probe sorts-Comparison of Universal sort and local sort
•Summary•Practical importance
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Research Goal
‘‘To investigate people’s information structure in Denmark and China and measure the difference in the information structure of categories in Chinese and Danish cultural groups’’
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Cultural differences in category formation
•Western cultures group objects together based on shared object attributes.
•Eastern Culteres group objects together based on shared relationships
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The proposition
Categories form the basis of information architectures in software applications
• Organization of menus in WindowsTM interfaces,
• Links in websites,
• File directories,
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Material
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Experiment for Card sorting
20
Universal
Cads
30Danish Local Cards
30ChineseLocal Cards
Sort 1 Sort 2 Sort 3
Criteria Wedding Wedding Colors
Categories User Defined Categories
Predefined categories +User Defined Categories related to wedding criteria
Predefined categories+
User Defined categories related to criteria of
Colors
Categories Detail User defined categories Flowers, Rings, Hearts, Light, (object-
oriented categories) and
“Two people together” and ” Love” (wedding
theme categories)+
Categories related to wedding theme
Red, Pink, Gold, Blue, Violet, Silver
+categories related to
criteria of Colors
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Analysis Techniques
Edit distanceBased on Distance function or distance metric ( Rudin, 1976), calculate
the distance between two set of points.
‘‘Minimum number of operations need to convert one card into another card ’’(Deibel et al, 2005)
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Analysis Techniques
Sort A Sort B
A1 = {1, 2, 3, 4} B1 = {1, 2, 3 }
A2 = {5, 6,7} B2 = {4, 5, 6}
A3 = {8, 9, 10} B3 = {7, 8, 9}
A4 = { } B4 = { 10 }
Edit Distance
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Edit Distance
Sort A Sort B
A1 = {1, 2, 3, 4}
A2 = {5, 6,7}
A3 = {8, 9, 10}
A 4 = { }
B 1 = {1, 2, 3 }
B2 = {4, 5, 6}
B 3 = {7, 8, 9}
B 4 = { 10 }
Sort A Sort B
A1 = {1, 2, 3, 4 }
A2 = { 5, 6,7}
A3 = {8, 9, 10}
A 4 = { }
B 1 = {1, 2, 3 }
B2 = {4, 5, 6}
B 3 = {7, 8, 9, 10}
B 4 = { 10 }
Sort A Sort B
A1 = {1, 2, 3}
A2 = { 4, 5, 6, 7}
A3 = { 8, 9, 10}
A 4 = { }
B 1 = {1, 2, 3 }
B2 = {4, 5, 6}
B 3 = {7, 8, 9}
B 4 = { 10}
Sort A Sort B
A1 = {1, 2, 3}
A2 = {4, 5, 6}
A3 = {7, 8, 9, 10}
A 4 = { }
B 1 = {1, 2, 3 }
B2 = {4, 5, 6}
B 3 = {7, 8, 9 }
B 4 = { 10}
Original Card Sort 1st Stage
2nd Stage 3rd Stage
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Edit Distance
Sort A = Sort B
Number of Steps taken = 3
Distance, d = 3
Sort A Sort B
A1 = {1, 2, 3}
A2 = {4, 5, 6}
A3 = {7, 8, 9 }
A 4 = { 10 }
B 1 = {1, 2, 3 }
B2 = {4, 5, 6}
B 3 = {7, 8, 9 }
B 4 = { 10}
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Application of Edit Distance
Neighborhoods’’The d-neighborhood of sort S is defined to be set of all sorts with
distance of at most d of S’’
(Deibel et al, 2005)
Probes’’A probe sort is a sort s pecifically constructed by the researcher to
represent a sort criterion of interest’’
(Deibel et al, 2005)
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Tool for analysis of Data
Uwcardsorts
http://www.cs.washington.edu/research/edtech/CardSorts/
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Experiment for Card sorting
20
Universal
Cads
30Danish Local Cards
30ChineseLocal Cards
Sort 1 Sort 2 Sort 3
Criteria Wedding Wedding Colors
Categories User Defined Categories
Predefined categories +User Defined Categories related to wedding criteria
Predefined categories+
User Defined categories related to criteria of
Colors
Categories Detail User defined categories Flowers, Rings, Hearts, Light, (object-
oriented categories) and
“Two people together” and ” Love” (wedding
theme categories)+
Categories related to wedding theme
Red, Pink, Gold, Blue, Violet, Silver
+categories related to
criteria of Colors
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Results
Edit Distance of Universal sort 1
Edit Distance of Universal Sort 1
0
2
4
6
8
10
12
1 6 11 16 21 26 31 36 41
Combination of 10 sorts without repetition
Dis
tan
ce
Danish User Defined Sort Chinese User Defined Sort
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Edit Distance of Universal sort 2
• On average Danish subjects put 19% cards into thematic categories and Chinese put 38% cards into Thematic categories
Edit Distance Universal Sort 2
0
2
4
6
8
10
12
1 6 11 16 21 26 31 36 41
Combination of 10 sorts without repetition
Dis
tan
ce
Danish Universal Sort 2 Chinese Universal Sort 2
02468
101214161820
1 2 3 4 5 6 7 8 9 10Chinese and Danish Subjects
Nu
mb
er
of
Card
s i
n t
eh
mati
cal
cate
go
ries
Danish Subjects Chinese Subjects
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Edit Distance of Universal sort 3
Edit Distance Universal Sort 3
0
2
4
6
8
10
12
14
1 6 11 16 21 26 31 36 41
Combination of 10 sorts without repetition
Dis
tan
ce
Danish Universal Sort 3 Chinese Universal Sort 3
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Edit Distance of Universal sort 1 from its Probe sort
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Edit Distance of Universal sort 2 from its Probe sort
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Edit Distance of Universal sort 3 from its Probe sort
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A comparison of Edit distances between Universal and Local sorts
Edit distance of Universal sorts
Criteria User-defined sorts Wedding Wedding colors
CountryDanish sort 1
Chinese sort 1
Danish sort 2
Chinese sort 2
Danish sort 3
Chinesesort 3
Average 3.27 5.38 4.2 4.27 6.44 8.78
Maximum 6 10 10 8 13 13
Minimum 0 1 1 1 2 3
Distance 16% 27% 21% 21% 32% 44%
Criteria User-defined sorts Wedding Wedding colors
CountryDanishsort 1
Chinesesort 1
Danishsort 2
Chinesesort 2
Danishsort 3
Chinesesort 3
Average 12.4 12.42 9.87 14.33 11.84 12.07
Maximum 20 19 15 21 17 18
Minimum 4 6 4 8 9 5
Distance 41% 41% 33% 48% 39% 40%
Edit distance of Local sorts
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Summary
• More Variability in Chinese subjects as compare to Danish subjects
• Greater use of "other“ category in Chinese users
• More chinese used holistic categories as compare to danish users.
• Chinese subjects take holistic view of category and puts more object in one category.
• Method of usability testing, which involve less number of subjects, can be used to test usability of information.
• Foreground color of data and information is important for Danish subjects.
• Usability of colors in information structure largely depends on target audience preference because Chinese subjects identified red color more than Danish subjects
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Practical Importance of this study and similar work
• For designers
Going to design for two countries
• Usability testers Testing internationally in different countries
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