Anthropologist in search of UX

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Short presentation of the interplay between cultural cognitive models and web design patterns, showing how user experience of websites depends on the socio-cultural background of the user. The anthropological theories of society by Hall and Hofstede serve here as web analysis tools and are supported by examples of websites taken from different cultures of the world. First presented during the SOF conference "NIEwidzialny Dizajn" which took place on 17th-18th January 2013 in Poznan, Poland.

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Anthropologist in search of UX

  1. 1. Anthropologistin search of UX
  2. 2. 5. 1. UCD - case Experience studies circle Anthropologist in search4. 2. Of UX Ethnography Good design of UX - case studies 3. Low vs. High Context Cultures
  3. 3. Theory Low vs. HighExperience Good design Context circle - case studies Cultures
  4. 4. Experience circle Design Culture UX ExperienceLifestyle LifeSolution Problem
  5. 5. Good design is: Simple Transparent Coherent
  6. 6. ...or not :)
  7. 7. Good design is: Western/ Low Context Culture SimpleTransparent Coherent
  8. 8. Low vs High Context Cultures G. Hofstede E. Hall Power DistanceLow Context Individual/CollectiveHigh Context Masculine/Feminine Uncertainty AvoidanceMonochrone Long/Short-Term Oriented Polichrone
  9. 9. Low vs High Context Cultures E. Hall G. HofstedeLow Context High Context Power Distance Monochrone Polichrone
  10. 10. Low vs High Context Cultures E. Hall G. HofstedeLow Context High Context Power Distance Individual/CollectiveMonochrone Polichrone
  11. 11. Low vs High Context Cultures E. Hall G. Hofstede Low Context Power DistanceHigh Context Individual/Collective Masculine/FeminineMonochrone Polichrone
  12. 12. Low vs High Context Cultures E. Hall G. Hofstede Low Context Power DistanceHigh Context Individual/Collective Masculine/FeminineMonochrone Uncertainty Avoidance Polichrone
  13. 13. Low vs High Context Cultures G. Hofstede E. Hall Power DistanceLow Context Individual/CollectiveHigh Context Masculine/Feminine Uncertainty AvoidanceMonochrone Long/Short-Term Oriented Polichrone
  14. 14. PracticeEthnography UCD - case of UX studies
  15. 15. Ethnography of UXUsability Interview tests Discourse Trends analysis analysis/ (forums, Netscouting/ social Nethnography Research media) panels + Diaryco-creation studies
  16. 16. Americans• Google Analytics - majority of our users, many belonging to the "referrals" category• Average level of UA (asking for the "About us" page)• Preferred form of contact - email• Popularity of the blog written in their slang
  17. 17. Asians• Google Analytics - most of the visitors coming from India• Preferred form of contact - live chat (Short-term oriented)• Tendency towards deepening the relationships
  18. 18. Europeans• Google Analytics - most of the visitors coming from Germany, Netherlands and UK• High level of UA - questions about the product technical details• Users engagement - product testing, co-creation, interviews
  19. 19. Whats next...? Anthropologist in search of UX
  20. 20. Anthropologist in search of UX UX evaluation R3 R1UX design Cultural research R2 Users research
  21. 21. Thank you!

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