Celsius vs. Fahrenheit

FAHRENHEIT VS. CELSIUSKatey Deeny - US @followsprocess Director of Experience, WebMDSøren Muus - EU @sorenmuus Chief Creative Director, FatDUX

A QUICK SHOW OF HANDS

FAHRENHEIT AND CELSIUS Anders Celsius, 1701 -‐ 1744 Daniel Fahrenheit, 1686 -‐ 1736

WHAT IS FAHRENHEIT? Boiling water 210° F Human body 100° F Freezing water 32° F Freezing Brine 0° F

WHAT IS CELSIUS? Boiling water 100° C Human body 37,5° C Freezing water 0° C

HOW DO THEY COMPARE? [°F] = [°C] × 9⁄ 5 + 32 [°C] = ([°F] − 32) × 5⁄ 9

CELSIUS RELATES TO METRIC SYSTEM 1 Mean Calorie = 1⁄100 of the energy required to warm one 1 cm31 cm 1 gram gram of water from 1 cm 0 °C to 100 °C 1 cm 1 gram water = 1 cm3 1 kilogram water = 1000 cm3 = 1 liter

FAHRENHEIT RELATES TO...Fahrenheit is not connected to anyother measuring system.It coexists but does not relate otherimperial measurement systems,often based on fractions such as 12or 16.

WHAT TYPES OF SYSTEMS ARE WEDRAWN TO?EU seems to have affinity forstandards and abstracted, scientificsystems.US seems to have affinity fortraditional systems that arerepresentational.

I say tomato, you say tomatoh…EXAMPLES OF US/EU DIFFERENCES

DATE FORMAT 02/02/1202/03/12 03/02/12

TIME2:45 pm 14:45

SOCKETS

TABLE MANNERS

STORYTELLING

(HAPPY?) ENDING

How do these differences affect interactions?REFERENCES, CONTEXT, & SYSTEMS

SHARED REFERENCESAn important difference between UnitedStates and Europe is the degree andquality of shared reference to traditionaland contemporary culture

SHARED REFERENCESWhat are shared •  Cultural References? •  Contemporary References?

SHARED CULTURAL REFERENCES Present day peasants in Romania

SHARED CULTURAL REFERENCESEurope •  A state of “tribal” nations •  Multiple languages •  8,000 years of co-existence •  Homogenous culture •  Common history •  Few words needed

SHARED CONTEMPORARY REFERENCES Presiden@al campaign, New Mexico, USA

SHARED CONTEMPORARY REFERENCESUnited States •  A nation of states •  One primary language •  ~250 years of co-existence •  Multicultural •  Diverse history •  Many clear words needed

These shared cultural and contemporary references create…CONTEXT

CONTEXT:UNIFIED EXPERIENCES

CONTEXT:UNIFIED EXPERIENCESEurope •  shared cultural references } •  external contemporary referencesUS •  internal contemporary references •  language

CONTEXT:DIVERSIFIED EXPERIENCES

CONTEXT:DIVERSIFIED EXPERIENCESEurope •  language } •  internal contemporary referencesUS •  external contemporary references •  shared cultural references

EUROPE IS TRIBAL(A STATE OF NATIONS)Europeans define themselves by whatthey aren’t (Americans) •  A spirit of self-sufficiency that keeps us from integrating the European nations.

US IS SUPER-TRIBAL (A NATION OFSTATES)the US often define themselves by wherethey’re from •  “I’m irish-italian-danish-american”

THE LANGUAGE OF INTERACTIONDESIGN •  HU: felhasználói élmény •  BL: потребителски изживяване •  HR: korisničko iskustvo •  IT: esperienza duso •  CZ: Uživatelský prožitek •  DK: Brugeroplevelse

THE LANGUAGE OF INTERACTIONDESIGN •  How we signify something helps define it’s meaning •  Even when we have the words in English, we still keep DTDT

References and context create the stage forSYSTEMS OF INTERACTION

CREATION OF SYSTEMSThe context of unified/diversifiedexperiences creates a need for differentsystems •  US: affinity for traditional systems •  words, imperial measurements •  EU: necessity for common sense systems that unify •  numbers, pictograms, symbols

MONETARY SYSTEMS

STANDARDIZED PAPER

HOT & COLD

ON & OFF

SIGNAGE

WAYFINDING

THERMOSTATS

EXAMPLES OF INTERNATIONAL IXDWhat makes them work ? •  They utilize shared references •  They fit into context •  They may feel “obvious” •  result of thoughtful design process •  iteration, refinement •  understanding of audience

INTERNATIONAL TRAVEL SYMBOLS

IKEA INSTRUCTIONS

WASHING INSTRUCTIONS

WHAT CAN WE LEARN?Audiences with narrow, deep knowledge •  There is almost always • a first time • a next time •  People are willing to learn •  Lengthy explanations not necessary

WHAT CAN WE LEARN?Audiences with broad, thin knowledge •  Provide clear labeling and instruction •  Every time maybe a “first time” • ecommerce • information-based •  Rely on shared contemporary references when available

-FIN-THE END

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Celsius vs. Fahrenheit

by Katey Deeny

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