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or: know who you’re targeting. The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Intercultural Aspects of Interface Design

Intercultural Aspects in Interface design

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Page 1: Intercultural Aspects in Interface design

or: know who you’re targeting.

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Intercultural Aspects of Interface Design

Page 2: Intercultural Aspects in Interface design

*PS Name’s got a history

Hello, I'm Stefanie of The Geekettez [gi:kettz]* :)

We’re a design studio for digital products & a UX Team of 2

Stefanie Kegel Jennifer Moss

Berlin & Mannheim

Stalking here: @thegeekettez @guerillagirl_ @missmoss

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Introduction to Hofstedes’ Dimensions

Example / Key Takeaways

The role of culture in product design & strategy

What we cover

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Page 4: Intercultural Aspects in Interface design

The role of culture in product design & strategy

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

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Todays challengesWe create products for a global diverse audience, so:

1. Products should attract people with very different backgrounds.

2. Products need to be understood by those people

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

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Todays challenges

To design for a cross cultural experience means we need a basic understanding of culture / social & societal psychology and avoid stereotypical thinking – or at least be aware of it if we do so.

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

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What makes a successful product?

Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity

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What is culture?

Example images when doing a google image search of „culture“

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What is culture?

Example images when doing a google image search of „culture“

?

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Robbins, Stephanie S. and Stylianou, Antonis C., "Reflections of Culture in Global Corporate Web Sites" (2000). AMCIS 2000 Proceedings. Paper 278. http://aisel.aisnet.org/amcis2000/278

What is culture?

Culture can be defined as a shared set of values that influence societal perceptions, attitudes, preferences, and responses. “ „

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conventions

meanings

norms & values

actions

language

cognition

goals

What is culture?

beliefs & emotions

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

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Culture shapes what we feel attracted & connected to

Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity

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Culture takes an effect on….

…what catches our attention

…how we look for information

…what seems important / not that important to us

…what seems trustworthy/shady to us

…our purchase decisions

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Page 14: Intercultural Aspects in Interface design

Introduction to Geert Hofstedes’ cultural dimensions

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

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Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

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Dimensions of culture (Hofstede, 1980)

https://geert-hofstede.com/united-states.html

Example: Hofstedes dimensions USA vs Germany vs Russia

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Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

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Power Distance Index (PDI) - High vs low

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Expresses the attitude and acceptance of the culture concerning inequalities and authority among individuals.

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Power Distance Index (PDI) - High vs low

Distribution of Power distance according to Hofstede. Red marked countries ranked higher in Power distance, which means society have accepted a certain hierarchy order Green/yellow marked countries are ranked lower in PD and prefer more flatter hierarchies Source: http://www.targetmap.com/viewer.aspx?reportId=45061

Page 20: Intercultural Aspects in Interface design

Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

Page 21: Intercultural Aspects in Interface design

Individualism vs. Collectivism (IDV vs COL)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

The ‚I‘ vs ‚We‘ dimension in terms of the self-image. Self image as individual versus self image as group member

Do I prefer to focus on ‚myself’, decide for myself or should I care more about my in-group than myself? It is about autonomy and personal freedom vs. cohesive groups and loyalty.

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Individualism vs. Collectivism (IDV vs COL)

Distribution of individualism vs collectivism according to Hofstede. Red marked countries are more individualist. Green/yellow marked countries are more collectivist. Source: http://www.targetmap.com/viewer.aspx?reportId=9826

Page 23: Intercultural Aspects in Interface design

Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

Page 24: Intercultural Aspects in Interface design

Masculinity vs Femininity (MAS Index)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Is the society more masculine or feminine oriented? Masculine societies are more competitive, success and goal/achievement driven than feminine societies, which value cooperation, modesty, taking care of the weak individuals etc.

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Masculinity vs Femininity (MAS Index)

Distribution of masculinity vs femininity according to Hofstede. Red marked countries are more masculine Green/yellow marked countries are more feminine. Source: http://www.targetmap.com/viewer.aspx?reportId=35509

Page 26: Intercultural Aspects in Interface design

Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

Page 27: Intercultural Aspects in Interface design

Uncertainty Avoidance Index (UAI, high vs low)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

How do people of a society deal with uncertainty/ambiguity of possible future risks? How do people handle the fact that they can not control the future?

Are we open to new ideas or do we prefer the familiar over the unfamiliar?

Page 28: Intercultural Aspects in Interface design

Uncertainty Avoidance Index (UAI, high vs low)

Distribution of UAI according to Hofstede. Red marked countries have a high UAI score. Orange medium & yellow countries (e.g China) have a low UAI score Source: http://www.targetmap.com/viewer.aspx?reportId=35503 and https://geert-hofstede.com/china.html

Page 29: Intercultural Aspects in Interface design

Dimensions of culture (Hofstede, 1980)

1.Power Distance Index (PDI, high vs low)

2.Individualism vs Collectivism (IDV)

3.Masculinity vs Femininity (MAS)

4.Uncertainty Avoidance (UAI, high vs low)

5.Long Term vs Short Term Orientation (LTO)

6.Indulgance vs Restraint (we will not cover this)

Page 30: Intercultural Aspects in Interface design

Long Term vs Short Term Orientation (LTO)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Long termed goals like working hard for the future (or: live for the future, future-orientated) vs. short termed goals like quick results (live in the moment)

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Distribution of LTO according to Hofstede. Red marked countries have a high LTO score. Orange & yellow medium & green (USA) have a low LTO score. Source: http://www.targetmap.com/viewer.aspx?reportId=6691

Long Term vs Short Term Orientation (LTO)

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Example & Takeaway: Individualism vs Collectivism

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

03

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Individualism vs. Collectivism (IDV vs COL)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Which kind of messages could be important for the individualist culture that is predominant in the USA?

What kind of messages are more appealing to collectivist cultures like China?

Page 34: Intercultural Aspects in Interface design

Individualism vs. Collectivism (IDV vs COL)

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

The ‚I‘ vs ‚We‘ dimension in terms of the self-image. Self image as individual versus self image as group member

Do I prefer to focus on ‚myself’, decide for myself or should I care more about my in-group than myself? It is about autonomy and personal freedom vs. cohesive groups and loyalty.

Page 35: Intercultural Aspects in Interface design

Individualism vs. Collectivism (IDV vs COL)Example: Pfizer Inc., German site: „Me“ not „We“

http://www.pfizer.de/

„Me“ not „We“ approach

„Read her story“Identification

Individual approach in imagery and content

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Individualism vs. Collectivism (IDV vs COL)Pfizer: Chinese site: „We“ rather than „Me“

http://www.pfizer.com.cn/(S(rqsopb55n5t2ie455oqdruuo))/index_en.aspx (04, 2016)

„We“ not „Me“ approach

Focus on the in-group

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Individualism vs. Collectivism (IDV vs COL)Pfizer: Korean site: „We“ rather than „Me“

http://www.pfizer.co.kr/ (04, 2016)

„We“ not „Me“ approach

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Key Takeaways

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

If you want your digital product to succeed in terms of engagement and conversion you should consider cognitive cultural differences and keep them in mind to start building your design „hypothesis“ on it – because people with different cultural backgrounds will perceive your messages – like imagery, tone of voice and content strategy – differently and this will have an influence on their behaviour and decisions.

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Key Takeaways

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Hofstedes dimensions can serve as a starting point for this challenge.

Thank you!

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Further reading

Katharina Reinecke, Sonja Schenkel, Abraham Bernstein, "Modeling a User's Culture. In: The Handbook of Research in Culturally-Aware Information Technology: Perspectives and Models ", IGI Global, 2010

http://people.seas.harvard.edu/~reinecke/Publications_files/ModelingAUsersCulture.pdf

The Hofstede Centre. Strategy, Culture, Change

https://geert-hofstede.com

Barber, W., and Badre, A., Georgia Institute of Technology, Atlanta, GA, USA Culturability: The Merger of Culture and Usability

http://zing.ncsl.nist.gov/hfweb/att4/proceedings/barber/

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Colors in culture: http://www.informationisbeautiful.net/visualizations/colours-in-cultures/

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References

World map : http://www.vecteezy.com/map-vector/50156-9-stylish-vector-world-map-vector

Desireable Product: Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity

Colors in culture: http://www.informationisbeautiful.net/visualizations/colours-in-cultures/

Images

Articles & Papers

The Hofstede Centre. Strategy, Culture, Change

https://geert-hofstede.com

The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin

Barber, W., and Badre, A., Georgia Institute of Technology, Atlanta, GA, USA Culturability: The Merger of Culture and Usability

http://zing.ncsl.nist.gov/hfweb/att4/proceedings/barber/

Nisbett, Richard E. The geography of thought, 2003