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Thank You to NIST National Institute of Standards and Technology

Thank You to NIST National Institute of Standards and Technology. for Partial Funding and Support. Culturability: the merging of culture and usability. Culturability. The Merging of Culture and Usability. Culturability: the merging of culture and usability. Culturability: An Introduction.

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Thank You to NIST National Institute of Standards and Technology

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  1. Thank You to NISTNational Institute of Standards and Technology for Partial Funding and Support Culturability: the merging of culture and usability

  2. Culturability The Merging of Culture and Usability Culturability: the merging of culture and usability

  3. Culturability: An Introduction • Motivations behind Culturability • Why is this Important? • Theoretical Framework • Methodology and Results • Future Iterations

  4. Motivations behind Culturability • Situated and State Dependent Learning -Effects Memory Performance in recognition and recall -Environmental & Contextual Cues -Cultural Context • 8th Annual GVU WWW User Survey

  5. Motivations Behind Culturability • Graphics, Visualization & Usability Survey: Cultural Issues Questionnaire • Cultural differences and preferences are perceived as important • Some Examples

  6. Cultural Issues Questionnaire • Most commonly selected problem: not being able to read the site (77%) • 24% try to interpret; 28% look for translation 27% review briefly & exit; 17% exit immediately • German & French most likely to say that translations show respect for other cultures Italian that translations are useful

  7. More Examples: • American Images: Chinese, French, & German were most likely to find them offensive • Italian & German most likely to think American images make computers harder to learn and use • Colorful Sites: Chinese most likely to strongly favor color; German & Spanish to dislike color

  8. A Few More Examples: • Link Color: Blue was most commonly selected; Of the other color choices: English, German, Italian - red; Spanish - red & green Chinese - red & purple • Spanish was most likely to strongly like audio Dutch & Italian most likely to dislike audio

  9. Why is this Important? • Enables a Better Understanding of Global Interface Development • Emphasizes the Cultural Component of Usability for International Web Design • Facilitates the Implementation of Culturability Guidelines and Tools* *NIST

  10. Theoretical Framework • Culturability - the emphasis & focus on international culture in the context of usability for the WWW • Culture influences peoples’ behavior & practices in the physical world and can influence behavior, preferences, & practices in electronic mediums

  11. Three Questions • Are there design elements which can be identified as culturally specific? • Are there design elements which can be identified as genre specific? • What, if any, relationship exists between culture and genre as reflected in WWW design?

  12. Methodology: The Culturability Inspection Method • Foraging - identify & examine design standards & conventions that represent different potential cultural markers as manifested in existing web pages • Cultural Marker Identification - determine patterns that distinguish cultural markers • Pattern Identification - categorize patterns by cultural marker and genre/domain

  13. Foraging Results • 18 Countries • 13 Languages • 9 Genres • 168 Web-Sites in Native Language

  14. Cultural Markers • HTML Specific - tables, frames, # of lines, links • Icons/Metaphors - books, newspapers, clocks, pages • Colors - background, dominant, flags • Orientation - centered, left - right, right - left

  15. Cultural Markers • Flag - native, foreign, multiple • Geography - maps, outlines, globes • Regional - animals, foliage, water, desert • Architecture - houses, city-scapes, state buildings, churches

  16. Specified Sample of High Frequency of Flag Cultural Markers by Genre

  17. Generalized Sample of High Frequency Cultural Markers by Country

  18. Some Conclusions: • Cultural differences are important • Patterns are emerging that reflect cultural practices & preferences in the web • Interplay between cultural markers and genre • Ex: Lebanon - light graphics overrides heavy graphics typical of Travel genre

  19. Future Iterations of Culturability • Comparative analysis of native and non-native language web sites • Comprehensive analysis of cultural markers by genre • Guidelines and automated tools to aid international web design • Native language subjects identify markers • Experiments with native speakers to verify whether or not markers impact user performance

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