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Unit 4: cultural usability

Unit 4: cultural usability. 4.1 Cultural Differences. Cultural Difference Example. Denmark. China. Combodia. India. 4.1 Cultural Differences. 4.1.1 Kurosu & Kashimura’s Study on Apparent Usability. Kurosu & Kashimura’s Study on Apparent Usability. Assumption

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Unit 4: cultural usability

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  1. Unit 4: cultural usability

  2. 4.1 Cultural Differences

  3. Cultural Difference Example Denmark China Combodia India

  4. 4.1 Cultural Differences 4.1.1 Kurosu & Kashimura’s Study on Apparent Usability

  5. Kurosu & Kashimura’s Study on Apparent Usability • Assumption • Apparent usability  system use • Objectivity • Corr(Apparent usability, beauty) • Phase 1 • 26 participants • 15 designers+8 engineers + 3 secretaries

  6. Apparent Usability vs. Beauty • Phase 2 • 252 participants • Design school (156) • Psychology (96) • r = 0.59

  7. Four Representative Designs

  8. 4.1 Cultural Differences 4.1.2 Tractinsky’s Study on Cultural Comparisons

  9. Tractinsky’s Assumption of Israel

  10. Language Translation File format issue ATMInterface in Japanese ATM Interface in Hebrew For confirmation Service concept # of characters

  11. Tractinsky’s Study Results

  12. 4.1 Cultural Differences 4.1.3 A Cognitive Study on Cultural Comparisons

  13. Study Background & Design • Research problem • Holistic vs. analytic • Participants • 36 Americans & 41 Japanese • Materials • 10 animated vignettes of underwater scenes

  14. Material

  15. Procedure Practice vignette Recall 2 20s 2 mins formal vig. Recall 8 20s 2 mins (Unexpected) Recognition Data collection 90 objects

  16. Data Coding

  17. Data Coding

  18. Segmentation and Coding Example 1

  19. Segmentation and Coding Example 2

  20. Analysis Results: # of Accounts of Scenes

  21. Analysis Results: First Sentence

  22. Analysis Results: Attention to Relationships

  23. Analysis Results: Recognition Accuracy Sig. Sig.

  24. 4.2 Localization Issues

  25. Unicode http://msdn.microsoft.com/en-us/goglobal/bb688113.aspx

  26. TextTranslation Strategies Japanese ¥ --- (confirmation) 意譯 Hebrew () --- (confirmation) English undo 維持 Japan undo English unbox 新詞 Chinese 開箱文 English homepage 新義 Chinese 首頁

  27. Writing Direction

  28. Numbers Decimal point Thousands separator

  29. Date and Time Formats

  30. Information Organization In Europe In Japan

  31. Design Principles for Icons Cultural acceptability Understandability

  32. Cultural Differences in Colors In the US In UK

  33. Cultural Differences in White 中國文化中的白色 ‘white’ in English • 白虎 • 舉白旗 • 白癡 • 白忙一場 • 白臉 • 白丁 • White wedding • White collar • White lie

  34. 4.3 Hofstede’s Cultural Dimensions Theory

  35. Hofstede’s Cultural Dimensions

  36. High Power Distance Example

  37. Low Power Distance Example

  38. High Individualism Example

  39. Low Individualism Example

  40. High Masculinity Example

  41. Low Masculinity Example

  42. High Uncertainty Avoidance Example

  43. Low Uncertainty Avoidance Example

  44. High Long-term Orientation Example

  45. Low Long-term Orientation Example

  46. Comparing Taiwan with Some Countries

  47. Brief Conclusions • Cultural differences do exist • Globalization = internationalization + localization • How to avoid risks w.r.t. cultural differences • Apply design rules • Apply Hofstede’s theory to ‘reason’ your users • Conduct user studies • Future research • Cultures seem more similar than ever • Do we know enough about Taiwanese users?

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