Tutorial 0 intro cross cultural design 1

1. Designing for thy Users
User Experience Innovation & Design
Girish Prabhu, Ph.D.
June 2018

2. 1. Move away from Ego-centric design

3. Iterative User Centered Design

4. happiness, togetherness, spirituality, …
productivity, effective decision making, …
tasks
human values
user needs
& motivations
user experiences
ingredients
platforms
subsystems
solutions
User Centered Design

5. ▪ Listen to what users say.
▪ Watch what users do.
▪ Observe what users use.
▪ Understand what users feel.
▪ Appreciate what users dream.
CONTEXT
EXPLICIT
LATENT
TACIT
NEEDS
Observation
SAYDO
OBSERVABLE
Selective Ethnography with Feed forward
▪ Seed
possibility…
Needs

6. Need to have empathy
GROK : to understand intuitively or by empathy
6

7. Most of us know this world map…

8. Who’s world map is this ?

9. And this one ?

10. And this one ?

11. 11
Sheer Rich
Clear Rich
Near Rich
Strivers
Seekers
Aspirers
Deprived
Substantial Diversity Within India
2. Respect Diversity

12. Live – An Emerging Market, an non-homogeneous market

13. Shop– An Emerging Market, an non-homogeneous market

14. Study – An Emerging Market, an non-homogeneous market

15. Mexico
▪ Related with texture and materials
▪ Easily understood
▪ Valued by the parents
▪ Associated with durability
▪ Appreciated by younger kids
▪ Valued more when an object lacks of
it
▪ Can be mistreated
▪ Sometimes considered “old
fashioned”
Brazil
▪ Multipurpose objects
▪ Don’t get deteriorated
▪ Designed mostly for boys
▪ Found in day-by-day objects.
▪ Coarse, bigger, tough and made of
plastic .
▪ Fabrics with strong and heavy fibers
Strong and tough
India
▪ Related with texture and materials
▪ Long-lasting objects
▪ Bulkier objects
▪ Made of metal
▪ Dark colors lend a rugged feel
▪ Valued by parents of younger
children in lower socioeconomic class
▪ Considered to make products look
“cheap” by parents of higher
socioeconomic class
3. Understand Differences in Preference

16. Rugged:
Mood board
Core values / Rugged
Girls
8-10 yrs.
Boys
8-10 yrs.
Girls
11-17 yrs.
Boys
11-17 yrs.

17. Sleek
Mood board
Core values / Sleek
Girls
8-10 yrs.
Boys
8-10 yrs.
Girls
11-17 yrs.
Boys
11-17 yrs.

18. 4. Respect Cultural Differences

19. And this one… ?

20. Latin America
France
Islamic
Countries
England
Australia
Greece
Obscene Gestures

21. Gestures in Icon Design

22. Color Connotations

23. Date Formats

24. Time Formats
• The 24-hour clock enjoys broad everyday usage in most non-English
speaking countries, at least when time is written or displayed.
• In some regions, for example where German, French and Romanian are
spoken, the 24-hour clock is used today even when speaking casually,
while in other countries the 12-hour clock is used more often in spoken
form.
• In most English-speaking regions, particularly the United States and the
Commonwealth, the 12-hour clock is the predominant form of stating the
time, with the 24-hour clock used in contexts where unambiguity and
accurate timekeeping are important, such as for public transport
schedules.

25. Sentence Length
When languages are translated from one to another, we witness what is
termed text expansion or text contraction.
Text expands and contracts in different ways and for different reasons.
Grammar, syntax, word usage, terminology, sentence structure, etc all play
a part.
Subject matter also plays a significant role in the degree of text expansion or
contraction. For example, average, well-written German technical, legal or
scholarly text translated into English expands 20%. Parts lists or Material
Safety Data Sheets can expand as much as 40%, while the average
educational transcript expands only 30%.
English → Arabic = 25% Expansion
English → Greek = 10% Contraction
Engglish → Chinese = Varies

26. Globalization - Transformation of
business and processes to support
customers around the world, in
whatever language, country, or
culture they require. The technical
processes of internationalization and
localization make globalization
possible.
Internationalization (i18n)-
Ensuring that products are designed
and developed free of any culture-
specific attributes, so they can be
easily localized.
Localization (L10N)-Making the
necessary design changes so that
products are culturally and
technically suited for the target
culture.
Globalization Process

27. Local Innovation & Design → Global Reach
A free cooling system used in Africa which won a Rolex Award for Sustainable Innovation.
Two ceramic pots with a layer of damp sand which surrenders its water to cool the interior.
This has undergone a good
redesign/technology transfer
for a modern context. This, in
a modern home in a hot
metropolis for example could
work really well in keeping
fruit fresh and cool for
longer. A self cooling fruit
bowl.