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The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
Intercultural Aspects of 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
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
The role of culture in product design & strategy
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
01
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
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
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
What is culture?
Example images when doing a google image search of „culture“
What is culture?
Example images when doing a google image search of „culture“
?
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. “ „
conventions
meanings
norms & values
actions
language
cognition
goals
What is culture?
beliefs & emotions
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
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
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
Introduction to Geert Hofstedes’ cultural dimensions
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
02
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)
Dimensions of culture (Hofstede, 1980)
https://geert-hofstede.com/united-states.html
Example: Hofstedes dimensions USA vs Germany vs Russia
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)
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.
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
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)
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.
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
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)
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.
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
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)
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?
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
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)
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)
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)
Example & Takeaway: Individualism vs Collectivism
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
03
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?
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.
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
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
Individualism vs. Collectivism (IDV vs COL)Pfizer: Korean site: „We“ rather than „Me“
http://www.pfizer.co.kr/ (04, 2016)
„We“ not „Me“ approach
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.
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!
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/
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