1 aaron marcus and associates, inc. experience intelligent design: mapping user interface design to...
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1Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Mapping User Interface Design to Culture Dimensions
Samuel K. Ackerman, Business Development/ Projects Manager
Aaron Marcus and Associates, Inc. (AM+A) Emeryville, California, and New York City, NY USA California Tel: +1-510-601-0994, Ext. 14 Email: [email protected] Web: www.AMandA.com
IWIPS 2002 Austin, Texas
13 July 2002
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2Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Introduction
E+M-Commerce: global distribution of products and services
User diversity: demographics; individual needs/wants; goals, tasks, roles
User-interface design issues: complex and challenging; can improve performance and appeal
Cross-cultural issues: new challenge; what is relationship of culture dimensions to user-interface components?
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3Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
User-Interface and Information-Visualization Design
User-interface components Metaphors: Essential concepts in words, images, sounds, touch Mental Models: Organization of data, functions, tasks, roles,
or people at work or play, static or mobile Navigation: Movement through mental models via
windows, dialogue boxes, buttons, links, etc. Interaction: Input/output techniques, feedback Appearance: Visual, verbal, acoustic, tactile
Information visualization: Tables and forms Charts Maps Diagrams
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4Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
In a global economy, should every Website look like this?
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5Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Are mobile devices and services in Asia right for the rest of the world?
Does everyone have one-hour train commutes? USA (auto) commutes = 15.4-31.2 min. (USA Today, 6 Aug. 2001)
How does “usability” and “user experience” differ among cultures?
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6Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Which Website for Saudi Arabia is Better?
How/what to represent the target culture? Should designs impose foreign values?
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7Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Business Challenges
Determine optimum characteristics: Relies on market and user data
Assist and appeal to target markets: Achieves short-term and long-term success
Avoid too many variations: Wastes time and money
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8Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Globalization Development Process
Plan: Include global issues in all steps Research: Investigate global sets of users, issues Analyze: Determine global criteria, targets Design: Visualize global alternatives Implement: Use tools that facilitate global variations Evaluate: Test prototypes with global user sets Document: Include global guidelines, specs
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9Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Globalization Guidelines Topics
Users: Demographics; needs/wants; tasks, roles Technology: Platforms, access, support Business: Models, success metrics Metaphors Mental models Navigation Interaction Appearance
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10Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Guidelines Considerations: Appearance Details for Color
Follow perceptual guides for legibility, warm/cool, 5±2 variations; warning/danger colors
Respect national, cultural, religious usage:
– Sacred examples: White/blue/gold (Western) vs. green/blue (Arab) vs. yellow (Buddhist)
Consider attitudes toward high- vs. low-chroma (pastel) colors
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11Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Example: Color Sets
Sacred Colors
High- vs. Low-Chroma Colors
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12Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Color preferences: National Flag Colors
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13Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Finnish Backgrounds for USA?
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14Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Dimensions of Culture Theorists
Kluckhohn and Strodtbeck: Value Orientations David Victor: Cultural Features Edward Hall: Context and Time Fons Trompenaars (including Parson’s Pattern
Variables): Riding the Waves of Culture Geert Hofstede: Cultural Dimensions
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15Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Kluckhohn and Strodtbeck: Value Orientations, 5 Existential beliefs
Character of human nature (good, evil, mixed; changeable or given)
Relationship to nature (mastery, harmony, mastered by)
Time (past, present, future orientation) Human action (doing, being, becoming) Relationships to others (individualism, lineality,
collectivity)
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16Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Victor, Hall, Trompenaars: Theoretical Bases
Structure of language and culture Context: focus on verbal/ nonverbal
communication; information in explicit code or in physical environment
Time: focus on past/ present/ future; one/ many things at a time
Additional existential dimensions
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17Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture Dimensions: Geert Hofstede
Cultures and Organizations: Software of the Mind, Geert Hofstede, McGraw-Hill, 1991, 1997
Hofstede examined IBM employees in 50 countries, 1978-83
Statistically valid data and analysis His focus….
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18Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Hofstede’s 5 Dimensions of Culture
1. Power-distance 2. Collectivism vs. individualism 3. Femininity vs. masculinity 4. Uncertainty avoidance 5. Long- vs. short-term time orientation
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19Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI : Power Distance, 1/2
Metaphors High: Institutions, buildings with clear hierarchy: schools,
government, monuments, etc. Low: Institutions, buildings with equality, options: Summerhill,
play/games, public spaces, etc.
Mental Models High: Reference data with no relevancy ranking Low: Less structured data with relevancy
Navigation High: Restricted access, choices; authentication; passwords Low: Open access, multiple options, sharable paths
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20Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Power Distance, 2/2
Interaction High: Severe error messages: “Entry Forbidden,” “You are
wrong;” wizards or guides lead usage Low: Supportive error messages, cue cards
Appearance High: Images of leaders, nations; official music, anthems; formal
speech Low: Images of people, daily activities; popular music; informal
speech
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21Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Individualism vs. Collectivism, 1/2
Metaphors Individualist: Action-oriented, tools Collectivist: Relationship-oriented
Mental Models Individualist: Product- or task-oriented Collectivist: Role-oriented
Navigation Individualist: Individual paths; popular choices, celebrity
choices; stable across roles; customizable Collectivist: Group-oriented, official choices; changes per role
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22Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Individualism vs. Collectivism, 2/2
Interaction Individualist: Keyword searches; active-oriented; multiple
devices; customizable; Collectivist: Limited, official devices; role driven
Appearance Individualist: Images of products, people; low context;
hyperbolic, dynamic speech; market-driven topics, imagery, language; customizable; direct, active verbs
Collectivist: Images of groups, organizations; images of roles; high context; official, static terminology; institution-driven topics, imagery, language; passive verbs
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23Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Power Distance vs.Individualism-Collectivism
Individual
Individual-ism Index
CollectiveLow Power Distance Index High
• France
• Italy
• South Africa
• Japan• Brazil
•Mexico
•Singapore• Korea
• Costa Rica
• Israel• Finland• Germany
• USA
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24Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Universiti Utara Malaysia
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25Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Technische Universiteit Eindhoven
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26Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Glacier Bay National Park
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27Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
National Parks of Costa Rica
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28Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
National Parks of Costa Rica: Link to What’s Cool
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29Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Masculinity vs. Femininity, 1/2
Metaphors Masculine: Sports-oriented; competition-oriented; work-oriented Feminine:Shopping carts; family-oriented
Mental Models Masculine: Work/business structures; high-level, “executive
views;” goal-oriented Feminine: Social structures; detailed views; relationship-oriented
Navigation Masculine: Limited choices, synchronic Feminine: Multiple choices; multi-tasking, polychronic
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30Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Masculinity vs. Femininity, 2/2
Interaction Masculine: Game-oriented; mastery-oriented; individual-oriented Feminine: Practical, function-oriented; co-operation-oriented;
team oriented
Appearance Masculine: “Masculine” colors, shapes, sounds Feminine: “Feminine” colors, shapes, sounds; acceptance of
cuteness
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31Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Power Distance vs. Masculinity
Low Power Distance Index High
Masculine
MasculinityIndex
Feminine
• Japan
• Italy
•South Korea•Singapore
•Norway•Sweden
• Finland
• South Africa
•Austria
•USA
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32Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Excite: For Japanese Men: Cars/Stock Information
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33Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Japanese Excite for Women: Pale Colors and Recipe
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34Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Swedish Excite Interface: No Special Website for Women
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35Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Uncertainty Avoidance, 1/2
Metaphors High: Familiar, clear references to daily life; representation Low: Novel, unusual references; abstraction
Mental Models High: Simple, clear articulation; limited choices; binary logic Low: Tolerance for ambiguousness, complexity; fuzzy logic
Navigation High: Limited options; simple, limited controls Low: Multiple options; varying, complex controls
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36Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Uncertainty Avoidance, 2/2
Interaction High:Precise, complete, detailed input and feedback of status Low: General, limited, or ambiguous input and feedback of
status
Appearance High: Simple, clear, consistent imagery, terminology, sounds;
highly redundant coding Low: Varied, ambiguous, less consistent imagery, terminology,
sounds
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37Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Sabena: Limited Choices
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38Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
British Airways: Many Choices
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39Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Long-Term Orientation, 1/2
Metaphors Long: Stable family, Father: Mafia,Chinese state businesses, IBM
in 1950s Short: Interchangeable roles, jobs, objects
Mental Models Long: Love/devotion; social coherence, responsibility, support Short:Liberty: socialincoherence, social irresponsibility, efficiency
Navigation Long: Tolerance for long paths, ambiguity; contemplation-oriented Short: Bread-crumb trails, taxonomies; quick-results; action-
oriented
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40Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Culture vs. UI: Long-Term Orientation, 2/2
Interaction Long: Preference for face-to-face communication, harmony;
personalized messages; more links to people; live chats; interactio0n as “asking”
Short: Distance communication accepted as more efficient; anonymous messages tolerated; conflict tolearated, even encouraged; performance criticalr communication
Appearance Long: Cultural markers: flags, colors, natonal images; soft focus;
warm, fuzzy images; pictures of groups inviting participation, suggestions of initimacy and close social distance
Short: Minimal and focused images; shart borders, lines, edges; concentaaion on showing task or product
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41Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Siemens German Website: Western
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42Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Siemens Chinese Website: Eastern
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43Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Research Objective: Map Culture Dimensions to UI Components
Metaphors Mental Model Navigation Interaction Appearance
PowerDistance
Individualismvs.Collectivism
Masculinityvs.Femininity
UncertaintyAvoidance
Long-TermTimeOrientation
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44Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Additional Sources of Insight
Dimensions of persuasion, trust, intelligence How do culture dimensions relate to user-
interface components? Discussion based on Marcus and Gould (Emilie Gould,
[email protected]) HCII 2001 tutorial and work of participants:
Cynthia AbatDaniela BusseMakoto ImamuraRana El KalioubyMichael PaetanMark TrammelEveryl Yankee
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45Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Dimensions of Persuasion
Reciprocation Consistency Social validation Liking Authority Scarcity
Robert Cialdini, “The Science of Persuasion,” Sci. Amer., Vol, 284,
No. 2, 2001, pp. 76-81 (www.influenceatwork.com)
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46Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Dimensions of Trust
Attraction: Attractive people trusted more Dynamism: Activity, e.g., moving hands, text Expertness: Relevant skills Faith: Belief in predictable future Intentions: Revealed objectives and goals Localness: Presumed similar values, behavior Reliability: Dependable, predictable, consistent
Bailey, Gurak,and Konstan, “An Examination of Trust Production in Computer-Mediated Exchange,” Human Factors and the Web 2001 Conference, http://www.optavia.com/hfweb
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47Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Dimensions of Intelligence
Verbal/Image comprehension Word/image fluency Numerical/graphical fluency Spatial visualization Associative memory Perceptual speed Reasoning Image: Self/Other awareness
Gardner, Frames of Mind, 1985
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48Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Even Cognition Culture-Biased?
Nisbett, et al: Basic patterns of thought are cultural
Western “rational” vs. Eastern simultaneous conflicts
Tests conducted on Japanese, USA participants
Nisbett, Peng, Choi, Norenzayan, “Culture and Stems of Thought: Holistic vs. Analytical Cognition,” Psychological Review, in press 2001
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49Aaron Marcus and Associates, Inc.
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Conclusion
Needed: Relation of culture dimensions to user-interface components
Needed: Specifications per target markets Needed: Global user-interface and information-
design tools
Future: Tools, templates, libraries of clip content
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50Aaron Marcus and Associates, Inc.
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A Challenge: Bone vs. Bottle
QuickTime™ and aPhoto - JPEG decompressor
are needed to see this picture.
Themes based on presentation by Donald Day, IWIPS 1999
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51Aaron Marcus and Associates, Inc.
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Selected References, 1/2
Hofstede, Cultures and Organizations, 1991, 97 Trompenaars, Riding the Waves of Culture, 1998 Marcus, "Internat. and Intercult. User Interfaces,"
in Stephanidis, ed.,, User Interfaces for All, Lawrence Erlbaum Associates, 2000.
Marcus and Gould, "Cultural Dimensions and Global Web UI Design," Interactions, Vol. 7, No. 4, July/August 2000, pp. 32-46.
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52Aaron Marcus and Associates, Inc.
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Selected References, 2/2
DelGaldo and Nielsen, ed., International User Interfaces, 1996
Fernandes, Global Interface Design, 1995 Nielsen, ed., Designing User Interfaces
for International Use, 1990 Harel and Prabhu, "Global User Experience (GLUE),
Design for Cultural Diversity: Japan, China,...India," Proc. IWIPS-99,
Rochester, ISBN 0-9656691, pp. 205-216
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53Aaron Marcus and Associates, Inc.
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Other Info Sources
Proceedings: HCII, IWIPS, CHI, etc. Corporate Websites: IBM, Microsoft, Sapient, etc. LISA Localization Industry Primer: www.LISA.org ISO standards documents AM+A Bibliography and URL list
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54Aaron Marcus and Associates, Inc.
Experience Intelligent Design: www.AMandA.com
Mapping User Interface Design to Culture Dimensions
Samuel K. Ackerman, Business Development/ Projects Manager
Aaron Marcus and Associates, Inc. (AM+A) Emeryville, California, and New York City, NY USA California Tel: +1-510-601-0994, Ext. 14 Email: [email protected] Web: www.AMandA.com
IWIPS 2002 Austin, Texas
13 July 2002