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

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Presentation on theme: "Culturability: the merging of culture and usability Thank You to NIST National Institute of Standards and Technology for Partial Funding and Support."— Presentation transcript:

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

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

3 Culturability: the merging of culture and usability Culturability: An Introduction uMotivations behind Culturability uWhy is this Important? uTheoretical Framework uMethodology and Results uFuture Iterations

4 Culturability: the merging of culture and usability Motivations behind Culturability uSituated and State Dependent Learning -Effects Memory Performance in recognition and recall -Environmental & Contextual Cues -Cultural Context u8th Annual GVU WWW User Survey

5 Culturability: the merging of culture and usability Motivations Behind Culturability uGraphics, Visualization & Usability Survey: Cultural Issues Questionnaire uCultural differences and preferences are perceived as important uSome Examples

6 Culturability: the merging of culture and usability Cultural Issues Questionnaire uMost commonly selected problem: not being able to read the site (77%) u24% try to interpret; 28% look for translation 27% review briefly & exit; 17% exit immediately uGerman & French most likely to say that translations show respect for other cultures Italian that translations are useful

7 Culturability: the merging of culture and usability More Examples: uAmerican Images: Chinese, French, & German were most likely to find them offensive uItalian & German most likely to think American images make computers harder to learn and use uColorful Sites: Chinese most likely to strongly favor color; German & Spanish to dislike color

8 Culturability: the merging of culture and usability A Few More Examples: uLink Color: Blue was most commonly selected; Of the other color choices: English, German, Italian - red; Spanish - red & green Chinese - red & purple uSpanish was most likely to strongly like audio Dutch & Italian most likely to dislike audio

9 Culturability: the merging of culture and usability Why is this Important? uEnables a Better Understanding of Global Interface Development uEmphasizes the Cultural Component of Usability for International Web Design uFacilitates the Implementation of Culturability Guidelines and Tools* *NIST

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

11 Culturability: the merging of culture and usability Three Questions uAre there design elements which can be identified as culturally specific? uAre there design elements which can be identified as genre specific? uWhat, if any, relationship exists between culture and genre as reflected in WWW design?

12 Culturability: the merging of culture and usability Methodology: The Culturability Inspection Method uForaging - identify & examine design standards & conventions that represent different potential cultural markers as manifested in existing web pages uCultural Marker Identification - determine patterns that distinguish cultural markers uPattern Identification - categorize patterns by cultural marker and genre/domain

13 Culturability: the merging of culture and usability Foraging Results u18 Countries u13 Languages u9 Genres u168 Web-Sites in Native Language

14 Culturability: the merging of culture and usability Cultural Markers uHTML Specific - tables, frames, # of lines, links uIcons/Metaphors - books, newspapers, clocks, pages uColors - background, dominant, flags uOrientation - centered, left - right, right - left

15 Culturability: the merging of culture and usability Cultural Markers uFlag - native, foreign, multiple uGeography - maps, outlines, globes uRegional - animals, foliage, water, desert uArchitecture - houses, city-scapes, state buildings, churches

16 Culturability: the merging of culture and usability Specified Sample of High Frequency of Flag Cultural Markers by Genre

17 Culturability: the merging of culture and usability Generalized Sample of High Frequency Cultural Markers by Country

18 Culturability: the merging of culture and usability Some Conclusions: uCultural differences are important uPatterns are emerging that reflect cultural practices & preferences in the web uInterplay between cultural markers and genre uEx: Lebanon - light graphics overrides heavy graphics typical of Travel genre

19 Culturability: the merging of culture and usability Future Iterations of Culturability uComparative analysis of native and non- native language web sites uComprehensive analysis of cultural markers by genre uGuidelines and automated tools to aid international web design uNative language subjects identify markers uExperiments with native speakers to verify whether or not markers impact user performance


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