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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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Presentation Transcript
cultural difference example
Cultural Difference Example

Denmark

China

Combodia

India

4 1 cultural differences1
4.1 Cultural Differences

4.1.1 Kurosu & Kashimura’s Study on Apparent Usability

kurosu kashimura s study on apparent usability
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
apparent usability vs beauty
Apparent Usability vs. Beauty
  • Phase 2
    • 252 participants
      • Design school (156)
      • Psychology (96)
    • r = 0.59
4 1 cultural differences2
4.1 Cultural Differences

4.1.2 Tractinsky’s Study on Cultural Comparisons

tractinsky s assumption of israel
Tractinsky’s Assumption of Israel

有個新聞記者對於一個俄羅斯人、一個美國人以及一個以色列人進行訪問。記者說:「抱歉,可以請問一下,您對於非洲食物短缺有什麼意見嗎?」結果,三個國家的人各有不同反應。

language translation
Language Translation

File format issue

ATMInterface in Japanese

ATM Interface in Hebrew

# of characters

For confirmation

Service concept

unicode
Unicode

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

text translation strategies
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

numbers
Numbers

Decimal point

Thousands separator

information organization
Information Organization

In Europe

In Japan

design principles for icons
Design Principles for Icons

Cultural acceptability

Understandability

cultural differences in white
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
brief conclusions
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?