|
 |
|
|---|---|
 |
|
|
|
Tutorial #18: Cross-Cultural User-Interface Design for Work, Home, Play, and On the WayTuesday, July 9th, 8:30 AM - 5:00 PMKeywords:Field/ethnographic research, International challenges, User-centered designAbstract :User interfaces (Uis) reach across culturally diverse user communities. UI designers are reconsidering the applicability of psychological-social models by identifying cultural preferences and value orientations that differ globally. This one-day tutorial provides detailed information about cultural models and practical, hands-on experience in designing UIs for specific target cultures.Targeted Audience:Beginner, IntermediateLength of Tutorial:Full DaySystem, Product, or Project Focus:Web, Emerging interfaces: mobile, Traditional applications used globallyLearning objectives:Our goal is to give participants new terms and concepts to understand cultural dimensions and to begin helping participants relate the cultural anthropologist Hofstede's dimensions of culture (power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and long-term orientation) to the design of user-interface components (metaphors, mental models, navigation, interaction, and appearance).How tutorial will be conducted:Illustrated lectures introduce the issues of globalization, localization, and culture, then define each of the dimensions of culture and show examples from the Web. Group exercises with paper and pen provide direct experience in understanding the hidden content of cultural messages, in analyzing the impact of culture dimensions on the components of user interfaces, and in synthesizing an initial Web page design targeted for a particular culture. Participants work in teams of 5-8 people during most of the exercises.DETAILED DESCRIPTION OF MATERIAL COVERED BY TUTORIAL AND A SCHEDULE OF EVENTS WITH TIME ALLOCATIONIntroduction to Instructor and Tutorial (30 minutes)This will be the time to 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. 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.Introduction to Cultural Models and Examples from the Web (90 minutes)Illustrated lectures will introduce each of Hofstede's five dimensions of culture: (power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and long-term 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.Applying Cultural Models to Design of Mobile Phones (15 minutes)Illustrated lecture will summarize the research of Dr. Pia Honold, Siemens Corporation, in using cultural models to predict how German and Chinese consumers gain information about mobile phone usage. This information impacts the design of documentation, online help, etc. Dr. Honold shows how the results of her study generally fit the predictions, but offer some surprises, also.Exercise 1 (45 minutes)Each group in the tutorial will 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 (45 minutes)Each group in the tutorial 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 to the rest of the participants on their findings. Discussion will follow depending on the findings.Exercise 3 (45 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 citizens. Each team will report to the rest of the participants about their intentions and their results. Where possible, comparisons will be made with actual Websites from different countries. Discussion will follow depending on the issues that arise.Closing Discussion (15 minutes)The presenter will solicit feedback and questions from the audience.DESCRIPTION OF MATERIALS (HANDOUTS)We shall hand out the following:
Maximum number of participantsThe maximum number of participants would be about 64-72 in order for teams not to become too numerous or too large.Biography of Aaron Marcus:Aaron MarcusPresident Aaron Marcus and Associates, Inc. 1144 65th Street, Suite F Emeryville, CA 94608-1053 USA Voice: 510-601-0994 Ext 19 Fax: 510-547-6125 Aaron@AmandA.com Mr. Marcus is the founder and President of Aaron Marcus and Associates, Inc. (AM+A). A graduate in physics from Princeton University and in graphic design from Yale University, in 1967 he became the world's first graphic designer to be involved fulltime in computer graphics. In the 1970s he programmed a prototype desktop publishing page layout application for the Picturephone (tm) at AT&T Bell Labs, programmed virtual reality spaces while a faculty member at Princeton University, and directed an international team of visual communicatiors as a Research Fellow at the East-West Center in Honolulu. In the early 1980s he was a Staff Scientist at Lawrence Berkeley Laboratory in Berkeley, founded AM+A, and began research as a Co-Principal Investigator of a project funded by the US Department of Defense's Advanced Research Projects Agency (DARPA). In 1992, he received the National Computer Graphics Association's annual award for contributions to industry. He was the keynote speaker for ACM/SIGGRAPH-80, and the organizer and chair of the opening plenary panel for ACM/SIGCHI-99. He has presented tutorials at UPA for several years. Mr. Marcus has written over 100 articles and written/co-written five books, including (with Ron Baecker) Human Factors and Typography for More Readable Programs (1990), Graphic Design for Electronic Documents and User Interfaces (1992), and The Cross-GUI Handbook for Multiplatform User Interface Design (1994) all published by Addison-Wesley. For the last five years, Mr. Marcus has turned his attention to the Web, helping the industry to learn about good user-interface and information-visualization design, providing guidelines for globalization/localization, and focusing on challenges of "baby faces" (small displays for consumer information appliances) of ubiquitous devices and cross-cultural communication. Mr. Marcus has published, lectured, tutored, and consulted internationally for more than 20 years and has been an invited keynote/plenary speaker at conferences of ACM/SIGCHI, ACMSIGGRAPH, and the Human Factors and Ergonomic Society. He is a visionary thinker, designer, and writer, well-respected in international professional communities, with connections throughout the Web, user interface, human factors, graphic design, and publishing industries. Recent publications by AM+A or about AM+A include the following:Baecker, Ronald and Marcus, Aaron, "Printing and Publishing C Programs," Software Visualization: Programming as a Multimedia Experience, John Stasko, ed., MIT Press, Cambridge, MA, 1998, pp. 44-61, ISBN: 0-262-19395-7.Baecker, Ron, and Marcus, Aaron, Human Factors and Typography for More Readable Programs, Addison-Wesley, Reading MA, 1990, ISBN 0-201-10745-7. Fierro,Ed, "Getting the Picture," ID Magazine, Vol. 48, No. 3, May 2001, ppl. 64-67. An interview about icon design. Marcus, Aaron, "Globalization, Localization, and Cross-Cultural Communication in User-Interface Design," in Jacko, J. and A. Spears, Handbook of Human-Computrer Interaction, Lawrence Erlbaum Publishers, New York, in preparation, 2002. Marcus, Aaron, "Intellectual Property Issues in User Interface Design," ID News, International Institute for Information Design, Vienna, Austria, February 2001, pp. 4-6, www.iiid.net. Marcus, Aaron, "Extreme Design of BabyFaces for Mobile Devices, Nikkei Design (Japan, in Japanese), No. 2, February 2001, pp. 84-87. Marcus, Aaron, "International and Intercultural User Interfaces," in User Interfaces for All, ed. Dr. Constantine Stephanidis, Lawrence Erlbaum Associates Publishers, New York, 2000, pp. 47-63. Marcus, Aaron, "Designing the User Interface for a Vehicle Navigation System: A Case Study," in Bergman, Eric, editor, Information Appliances and Beyond: Interaction Design for Consumer Products, Morgan Kaufmann, San Francisco, 2000, ISBN 1-55860-600-9, http:www.mkp.com, pp. 205-255. Marcus, Aaron, "Globalization of User-Interface Design for the Web," in Proceedings, 1st International Conference on Internationalization of Products and Systems (IWIPS), Girish Probhu and Elisa M. Delgaldo, eds., 22-22 May, 1999, Rochester, NY, Backhouse Press, Rochester, NY, USA, ISBN: 0-965691-2-2, pp. 165-172. Marcus, Aaron, and Emilie W. Gould, "Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?" Proc., 6th Conference onHuman Factors and the Web, 19 June 2000, University of Texas, Austin, TX, avail. from www.tri.sbc.com/hfweb. Marcus, Aaron, et al., "Globalization of User-Interface Design for the Web," Proc., 5th Conference on Human Factors and the Web, 3 June 1999, NIST, Gathersburg, MD, avail. from www.tri.sbc.com/hfweb. Marcus, Aaron, "Metaphors in User-Interface Design," ACM SIGDOC (Special Interest Group on Documentation), Vol, 22, No.2, May 1998, pp. 43-57, ISSN 0731-1001. Marcus, Aaron, "Principles of Effective Visual Communication for Graphical User Interface Design," in Readings in Human-Computer Interaction, 2nd Edition, Ed. Baecker, Grudin, Buxton, and Greenberg, Morgan Kaufman, Palo Alto, 1995, pp. 425-441, ISBN: 1-55860-246-1. Marcus, Aaron, "Graphical User Interfaces," Chapter 19, in Helander, M., Landauer, 0 T.K., and P. Prabhu, P., Eds., Handbook of Human-Computer Interaction, Elsevier Science, B.V., The Hague, Netherlands, 1997, ISBN 0-444-4828-626, pp. 423-44. Marcus, Aaron, "Icon and Symbol Design Issues for Graphical User Interfaces", Chapter 13 in del Galdo, Elisa M., and Jakob Nielsen, eds., International User Interfaces, Wiley, New York, 1996, ISBN 0-471-12965, pp. 257-270. Marcus, Aaron, "Intellectual Property Issues in User-Interface Design" (in Japanese), Journal of the Japan Patent Office, Tokyo, Japan, No. 186, April 1996, pp. 8-14. Marcus, Aaron, Graphic Design for Electronic Documents and User Interfaces, Addison-Wesley, Reading MA, 1992, ISBN: 0-201-54364-8 (also available in Japanese). Marcus, Aaron, and Emilie W. Gould, "Crosscurrents: Cultural Dimensions and Global Web User-Interface Design," Interactions, ACM Publisher, www.acm.org, Vol. 7, No. 4, July/August 2000, pp. 32-46. Marcus, Aaron, Nick Smilonich, and Lynne Thompson, The Cross-GUI Handbook for Multiplatform User-Interface Design, Addison-Wesley, Reading, 1994, ISBN 0-201-57592-2. Wildbur, Peter, and Michael Burke, Information Graphics: Innovative Solutions in Contemporary Design, Thames and Hudson, London, 1999, ISBN 0-500-28077-0. Contains extensive AM+A project figures, including Sabre. See also interviews with Aaron Marcus: http://webword.com/interviews/marcus.html http://www.ibizinterviews.com/aaronm1.htm Information about Aaron Marcus and Associates, Inc.: With intelligent design of user-interfaces and information visualization, AM+A helps people make smarter decisions faster at work, at home, and on the way. For more than 18 years, Aaron Marcus and Associates, Inc. (AM+A), has developed user-centered, task-oriented solutions for complex computer-based design and communication challenges for clients in all major platforms of client-server and Web PCs and NCs for office and home, information appliances, and mobile devices. AM+A has served corporate, government, education, and consumer-oriented clients to meet their needs for usable products and services with proven improvements in readability, comprehension, and appeal. Working with either client R+D or marketing groups, AM+A uses its well-established methodology to help them plan, research, design, implement, train, and document metaphors, mental models, navigation, interaction and appearance. AM+A has been a recommended provider of service to HP, Motorola, NCR, Oracle, and Peoplesoft. AM+A helped Xerox establish and was a founding member of its DesignNet program of qualified design service groups. AM+A has used the Internet since the company began, helped design the first version of America Online's user interface, and focuses now on cutting edge business-to-business Web start-ups and enterprise-wide application developers, as well as research projects for the Web, information-appliances, and mobile devices. Clients are located in North America, Europe, the Middle East, and Southeast Asia. Current clients include: Association for Computing Machinery, BioSciences, BMW (Germany), Getty Trust, Kanisa, Orbitz, Samsung Korea, Tiscaly (Italy), Tradiant, US Federal Reserve Bank, Visa. Past clients include: AC Nielsen, Adobe, American Express, Apple Computer, ArabiaOnLine, Atari, AT&T, Autodesk, Bank of America, Barclays Group, Beckman Instruments,Charles Schwab, Cogito Learning Media, Columbia Unversity Computer Science Department, Comergent, Comshare, Crowley Maritime, DuPont, Eastman Kodak, Elixir, Equitable Life Assurance, FedEx, Ford Foundation, Fujitsu, General Motors,Getty Trust, Healinx.com, Hell Graphics Systems, Hewlett-Packard, IBM, IQ Financial Software, JustSystem, Kaiser Permanente, Lawrence Berkeley Laboratory, Microcomputer Technology Consortium, MindAlliance.com, McGraw Hill School Systems, Motorola, National Institutes of Health, NCR, N2K, Oracle, Pacific Bell, Peoplesoft, Pivotal, Prodigy, Random House, Reuters, Resumix.com, Ricoh, Sabre, Samsung Korea, Scitex, Servador.com, Synergen, Softbank, The Learning Company, Travelocity, Unigraphics, Unisys, US Department of Energy, US Department of Defense, US West, Visa USA, Wells Fargo, Xerox, Zip2, 3Com, and 3M. |
|
|
|---|---|
|
|
|
|
|
