HCI International 2014
22 - 27 June 2014, Creta Maris, Heraklion, Crete, Greece
T05: Cross-Cultural User-Experience Design for Work, Home, Play, and on the Way
Aaron Marcus (short bio)
Aaron Marcus and Associates, Inc., Berkeley, California, United States
Sunday, 22 June 2014, 14:00 - 17:30
Objectives:
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.
Content and Benefits:
Abstract
User interfaces 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 user interfaces are to be usable, useful, and appealing to such a wide range of users, user-interface/user-experience developers must account for cultural 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.
Lecture Schedule with Time Allocation
| Time | Topic |
|---|---|
| 14:00 | Course begins |
| 14:00 - 14:15 | Lecture 0: Introduction to Tutorial and Background of Speaker This period will introduce the presenter and to discuss how the techniques that will be discussed fit into the user-interface development process, including an introduction to globalization/localization issues. I’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. |
| 14:15 - 15:30 | Lecture 1:Cross-cultural user-experience design, including explanation of the theory, analysis of one model, and results of case studies of analysis of culture before localization of the user interface and analysis of culture’s impact on international software development teams. Selected portions of a full-day course. Illustrated lectures will summarize the background context, objectives, and development process for cross-cultural design, show examples of one theory to give graphic evidence of the impact of culture on design, introduce other dimensions that interact with culture (trust, persuasion, cognition,etc), discuss the lastest verificationof differences as published in recent research papers, and discuss the future of culture-centered design nof user interfaces. |
| 15:30 - 16:00 | Break |
| 16:00 - 17:15 | Lecture 1, Continued, together with discussion after each case study |
| 17:15 - 17:30 | Final Q+A, discussion, and where do we go from here? |
| 17:30 | Course ends |
Post-Conference Activities:
Following up from the conference, The speaker plans to send participants who wish to receive them additional papers, as well as an extensive bibliography and list of links relevant to the tutorial topic.
Benefits of the Tutorial:
- Increased understanding of key issues, challenges, philosophies, and principles
- Incereased awareness of current and cutting-edge products and services
- Increased knowledge of how to use your skills, expertise, and experience
Target Audience:
The tutorial is appropriate for:
- Especially for people who are new to the topic
- People who have some experience with the HCI and/or Mobile UX Design and Trends
- People who have much experience with HCI and/or Mobile UX Design and Trends
The target audience:
HCI/UX/CHI/Visua/Mobile professionals in these (alphabetical order) professions:
- Analysts
- Anthropologists/Ethnographers
- Designers: Interaction, Product, Experience, User-Interface, Information Visualization
- Evaluators of usability and user-experience
- Marketers
- Researchers
- Software Engineers
Bio Sketch of Presenter:
Since 1982, Mr. Marcus has been President of AM+A. He has taught at six universities (Princeton, Yale, UC/Berkeley, Hebrew University/Jerusalem, Illinois Institute of Technology’s Institute of Design, and the University of Toronto). In 1992, he received the National Computer Graphics Association's annual award for contributions to industry. In 2000, the International Council of Graphic Design Organizations (ICOGRADA) named him a Master Graphic Designer of the Twentieth Century. In 2007, the American Institute of Graphic Arts (AIGA) named him a Fellow of for his work in cross-cultural design. In 2008, he was elected to the CHI Academy. In 2009, he received the UPA Service award for being Editor-in-Chief of UX Magazine for five years. He has given keynote plenary presentations ACM/SIGGRAPH 1980, ACM/SIGCHI 1999, UPA 2005/Montreal, and User Friendly 2012/Beijing. During 2011-2013, he was a Master of the De Tao Academy in Beijing and Shanghai. He is also an International Advisor to the Dragon Design Foundation, Beijing, China.
