Nathalie Nahai_SearchLove London 2013

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CULTURABILITY

IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?

1  INTRODUCTION

2  HOFSTEDE’S DIMENSIONS

3  KEY TAKEAWAYS

4  Q & A

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1  INTRODUCTION

3  KEY TAKEAWAYS

4  Q & A

@THEWEBPSYCH

1  INTRODUCTION

3  KEY TAKEAWAYS

4  Q & A

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1  INTRODUCTION

3  KEY TAKEAWAYS

4  Q & A

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1 INTRODUCTION

WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012

UK | EU | USA | KOREA | JAPAN | CHINA

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3 SECRETS TO ONLINE SUCCESS

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1  KNOW WHO YOU’RE TARGETING

2  COMMUNICATE PERSUASIVELY

3  SELL WITH INTEGRITY

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WEB PSYCHOLOGY

The empirical study of how online environments influence our attitudes and behaviours

“ ” @THEWEBPSYCH

WEB PSYCHOLOGY

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

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IT’S ABOUT CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL

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WHAT IS CULTURE?

CULTURE

A shared set of values that influence societal perceptions, attitudes,

preferences, and responses “ - Robbins & Stylianou (2002) ” @THEWEBPSYCH

TRENDS

…some broad global trends but the behaviour of consumers is increasingly

variable as you go from country to country and region to region

- Global Web Index (Aug 2011)

[ ] @THEWEBPSYCH

WHY IS CULTURE IMPORTANT ONLINE?

A GLOBAL PICTURE

GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY

GLOBAL INTERNET PENETRATION RATES RISING

SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)

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A GLOBAL PICTURE

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A GLOBAL PICTURE

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CULTURE-SPECIFIC

Different cultural groups employ different usage strategies

when using the same interface [ ] @THEWEBPSYCH

CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

3  SOCIAL CONTEXTS

4  SYMBOLS

5  AESTHETICS

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CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

4  SYMBOLS

5  AESTHETICS

@THEWEBPSYCH

CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

4  SYMBOLS

5  AESTHETICS

@THEWEBPSYCH

CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

4  SYMBOLS

5  AESTHETICS

@THEWEBPSYCH

CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

4  SYMBOLS

5  AESTHETICS

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CULTURABILITY

The relationship between culture and usability

in WWW design “ - Barber & Badre (1998) ” @THEWEBPSYCH

2 HOFSTEDE’S DIMENSIONS

CULTURE

The collective mental programming of the human mind which distinguishes one

group of people from another “ - Hofstede (2010) ”

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HOFSTEDE’S DIMENSIONS

1  POWER DISTANCE

2  INDIVIDUALISM vs COLLECTIVISM

3  MASCULINITY vs FEMININITY

4  UNCERTAINTY AVOIDANCE

5  LONG- vs SHORT-TERM ORIENTATION

6  INDLUGENCE vs RESTRAINT

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1  POWER DISTANCE

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1  POWER DISTANCE

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4 UNCERTAINTY AVOIDANCE

UNCERTAINTY AVOIDANCE

Measures how uncomfortable we are with ambiguity “ ”

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PSYCH PROFILE

HIGH UAI: PORTUGAL

Threatened by uncertainty, rigid codes of conduct, strict beliefs, fear the unusual LOW UAI: SWEDEN

Adaptable, entrepreneurial, innovation, liberalism, emotions should be understated

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HIGH UAI – DO THIS:

1  REDUCE AMBIGUITY

2  CLEAR NAVIGATION, STRUCTURE

3  PREDICTABLE + ASSURING USER JOURNEY

4  AVOID POP-UPS / NON-ESSENTIAL INFO

5  EXPLICIT LANGUAGE AND IMAGES

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CLEAR NAVIGATION

PREDICTABLE & ASSURING

EXPLICIT TEXT & IMAGES

LOW UAI – DO THIS:

1  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE

2  DON’T BE OVER-EMOTIONALLY EXPRESSIVE

3  ALLOW USERS TO TAKE GREATER RISKS

4  COMPLEXITY, WIDER CHOICE OF ACTIONS

5  NAVIGATION CAN BE LAYERED

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FACILITATE OPEN DIALOGUE

PLAIN LANGUAGE

ENABLE GREATER RISKS

COMPLEXITY

LAYERED NAVIGATION

5 LONG-TERM VS SHORT-TERM

LONG-TERM / SHORT-TERM

The human search for virtue, based on Confucian dynamism:

truth is relative vs. absolute “ ” @THEWEBPSYCH

PSYCH PROFILE

HIGH LTO: CHINA

Skills, education, hard work, perseverance, patience, frugality, family = social blueprint HIGH STO: SPAIN

Live in the moment, quick results, Joneses, personal fulfillment (creativity, self-actualise)

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HIGH LTO – DO THIS:

1  OFFER PRACTICAL VALUE, FREE MATERIALS

2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM

3  EMPHASISE TRADITION, HERITAGE, HISTORY

4  NAVIGATION CAN BE LESS STRUCTURED

5  TAKE SMALLER RECURRING PAYMENTS

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PRACTICAL VALUE

TRADITION

NAVIGATION LESS STRUCTURED

HIGH STO – DO THIS:

1  INSTANT GRATIFICATION – IMMEDIATE ACCESS

2  CUSTOMER RATINGS

3  FACTS, EVIDENCE, CERTAINTY

4  REFLECT RELEVANT SOCIAL TRENDS

5  RAPID CUSTOMER SERVICE

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INSTANT GRATIFICATION

TRENDS

6 INDULGENCE VS RESTRAINT

INDULGENCE / RESTRAINT

The extent to which society allows us to have fun and enjoy life through free

gratification of natural drives “ ” @THEWEBPSYCH

PSYCH PROFILE

HIGH IVR: MEXICO

Happier, optimistic, extrovert, friendship, leisure time, health, control over own life LOW IVR: EGYPT

Gratification should be repressed, tightly- knit, cynical, frugal, moral discipline

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HIGH IVR – DO THIS:

1  MAKE INTERACTIONS FUN

2  GIVE AWAY ENTERTAINING FREEBIES

3  USE AND ENCOURAGE UGC

4  PROVIDE HONEST DISCUSSION

5  GENDER ROLES LOOSE, RANGE OF MODELS

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HONEST DISCUSSION

LOW IVR – DO THIS:

1  EMPHASISE HOW YOU SERVE THE COMMUNITY

2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY

3  STRICT, CULTURED GENDER ROLES

4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE

5  USE FORMAL COMMUNICATION (NOT SM)

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COMMUNITY

SAVE MONEY

STRUCTURED

3 KEY TAKEAWAYS

KEY TAKEAWAYS

IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.

1  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES

2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT

3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN

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KEY TAKEAWAYS

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KEY TAKEAWAYS

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REFERENCES 1  S. S. Robbins and A. C. Stylianou (2002). A study of cultural differences in global corporate websites. Journal of Computer Information Systems, 42(2), pp. 3-9.

2  Global Web Index (August 2011) Wave 5 Trends. http://www.slideshare.net/globalwebindex/wave-5-trends-master-august-2011-slideshare-version

3  Associated Press (2013). Google Translate reaches 1 billion translations per day. http://www.oregonlive.com/today/index.ssf/2013/04/google_translate_reaches_1_bil.html

4  mobiThinking (2013). Global mobile statistics 2013 Part A: Mobile subscribers; handset market share; mobile operators. http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets

5  IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/Predictions13/downloadable/238044.pdfm

6  A. Faiola and S. A. Matei (2005). Cultural cognitive style and web design: Beyond a behavioral inquiry into computer-mediated communication. Journal of Computer-Mediated Communication, 11(1).

7  N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University.

8  W. Barber and A. Badre (1998). Culturability: The merging of culture and usability. In Proceedings of the 4th Conference on Human Factors and the Web.

9  R. Robertson (1994) ‘Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36.

15  http://www.mcdonalds.it/#coppette-seletti

16  http://www.mcdonalds.co.uk/ukhome.html

17  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.

18  http://www.aeroflot.ru

19  http://www.nana10.co.il

20  http://www.nastygal.com

21  http://www.kmb.hk/tc

22  http://www.cocacola.co.jp

23  http://sverigesradio.se

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REFERENCES 24  http://tiu.ru

25  http://www.stumbleupon.com

26  http://www.suning.com

27  http://www.next.co.uk

28  http://www.neobux.com

29  http://www.offerna.com

30  S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 3(1), pp. 18-37.

31  C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847.

32  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.

33  A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258, pp. 36–58.

34  E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57, pp. 768–75.

35  M. Madden and A. Smith (2010). Reputation management and social media: How people monitor their identity and search for others online. Pew Internet & American Life Project, 26 May. Available online at: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

36  I. Oomen and R. Leenes (2008). Privacy risk perception and privacy protection strategies. In E. de Leeuw, S. Fischer Hubner, J. Tseng and J. Borking (eds), Policies and Research in Identity. Boston, MA: Springer. pp. 121–38.

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4 Q & A

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Nathalie Nahai_SearchLove London 2013

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