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Transcript of Culturability: the merging of culture and usability Thank You to NIST National Institute of...
Culturability: the merging of culture and usability
Thank You to NISTNational Institute of Standards
and Technologyfor 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
Motivations behind Culturability Why is this Important? Theoretical Framework Methodology and Results Future Iterations
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
Motivations Behind Culturability
Graphics, Visualization & Usability Survey: Cultural Issues Questionnaire
Cultural differences and preferences are perceived as important
Some Examples
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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?
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
Foraging Results
18 Countries 13 Languages 9 Genres 168 Web-Sites in Native Language
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
Cultural Markers
Flag - native, foreign, multiple Geography - maps, outlines, globes Regional - animals, foliage, water,
desert Architecture - houses, city-scapes, state
buildings, churches
Culturability: the merging of culture and usability
Specified Sample of High Frequency of Flag Cultural Markers by Genre
Country Flags GenreAndorra Andorra, Spain
France, U.KGermany
Government
Lebanon Lebanon GovernmentBrazil Brazil GovernmentMexico Mexico, Canada
Trinidad,Nicaragua
Government
Culturability: the merging of culture and usability
Generalized Sample of High Frequency Cultural Markers by Country
Lebanon Japan Brazil Francenational flag architecture
cityscapesnational flag orientation
centered
icon - cedartrees asbullets
groupingenclosure
geography colors - red,blue, white
lightgraphics;more text
frames heavygraphics
motion
Culturability: the merging of culture and usability
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
Culturability: the merging of culture and usability
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