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Unit 4: cultural usability

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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Unit 4: cultural usability

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  1. Unit 4: cultural usability

  2. 4.1 Cultural Differences

  3. Cultural Difference Example Denmark China Combodia India

  4. 4.1 Cultural Differences 4.1.1 Kurosu & Kashimura’s Study on Apparent Usability

  5. 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

  6. Apparent Usability vs. Beauty • Phase 2 • 252 participants • Design school (156) • Psychology (96) • r = 0.59

  7. Four Representative Designs

  8. 4.1 Cultural Differences 4.1.2 Tractinsky’s Study on Cultural Comparisons

  9. 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。

  10. Language Translation File format issue ATMInterface in Japanese ATM Interface in Hebrew # of characters For confirmation Service concept

  11. Tractinsky’s Study Results

  12. 4.2 Localization Issues

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

  14. 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

  15. Writing Direction

  16. Numbers Decimal point Thousands separator

  17. Date and Time Formats

  18. Information Organization In Europe In Japan

  19. Design Principles for Icons Cultural acceptability Understandability

  20. Cultural Differences in Colors In the US In UK

  21. 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

  22. 4.3 Hofstede’s Cultural Dimensions Theory

  23. Hofstede’s Cultural Dimensions

  24. High Power Distance Example

  25. Low Power Distance Example

  26. High Individualism Example

  27. Low Individualism Example

  28. High Masculinity Example

  29. Low Masculinity Example

  30. High Uncertainty Avoidance Example

  31. Low Uncertainty Avoidance Example

  32. High Long-term Orientation Example

  33. Low Long-term Orientation Example

  34. Comparing Taiwan with Some Countries

  35. 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?

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