User Experience & Interkulturelle Kommunikation (English Version)
User Experience &
World Usability Day 2009
Wiebke Müller, Junior Project Manager
M.A. International Information Management
Image: UPA International Conference „Embracing Cultural Diversity“ usabilityprofessionals.org
On a monday evening while you‘re surﬁng on the
internet, you come across this picture: „There is a
visibly old car on a large rainy place. It is dark and the
car lights are switched on.“
Which associations do you have when imagining this
situation? None? This is not a problem, neither do we.
Now please have a look at the next page.
Monday, Nov 09, 2009
20 years after the fall of
the wall in Germany
Do you know in which country the following freemail
service has around 38 million users according to their
No? This is not a problem, neither do we.
North Korea - Chosŏn
South Korea - Hanguk
Knowledge about your own culture or about foreign
cultures helps us to process and to structure texts,
illustrations and informations.
If you lack a particular piece of knowledge, it will be
difﬁcult, perhaps impossible to interpret perceived
Cultural knowledge and informations are omnipresent -
naturally they‘re also on the web.
Image: Intercultural Communication www.araiza.de
...behaviour patterns, ethical principles, traditions,
norms and values which are passed on to others,
practised and represented by members of a particular
...a social interaction between people who are
belonging to at least two different cultures.
Sources: Myron W. Lustig & Jolene Koester, EFQM / Ministry of the interior NRW, Wikipedia
Image: Business Spotlight 6/2009 www.business-spotlight.de
We haven‘t managed any projects for a company from
South Korea yet. Nevertheless we experience a lot of
intercultural communication everyday.
In every organisation or company, there are different
approaches to project organisation and communication.
As information architects and multimedia service
provider, we are developping intranet- and internet-
solutions for various industries and markets.
The term ,User Experience‘ is frequently associated to
the end product. We would like to enlarge its
signiﬁcation to the user-oriented creation process of a
design or an interaction concept.
Ponton User Experience
Usage - Experience
Factors of success in a project
Course - time
Course - work package, instruments
(Requirements idea prototype test new requirements
idea design Construction)
Inspired by: Leah Buley, Adaptive Path, USA
How would you illustrate conﬁdence, competence and
quality on your website?
* High-class illustration of products
* High-class illustration of the company‘s leadership
* Slogan, which accentuates product quality and beneﬁts
* Slogan, which accentuates company values and visions
Please have a look at the following two examples.
"an honest and transparent company"
"bringing joyful changes to the world“
The new iMac.
“The fastest iPhone ever.“
“The best phone for business just got better.“
timeline and content of
Course of project - every customer has
his or her own imagination of
“I would like to be actively involved in working
“Go ahead - I trust you.“
“I have already put together a few
“I‘m happy if you take over the creative
Course of project
Specialised cultures Common
and point of views project context
Application of various
Chances & risks
Interaction design Web-based
Information support important
“You cannot not
Not 20% , but nearly
of communication is nonverbal.
Sources: Michael Argyle, Albert Mehrabian, Wikipedia
Computer mediated communication
“Since using Twitter I always know
what my customer is thinking about.“
“Since we‘ve got the video conference
system, the travel costs of our
internationally operating company
dropped by 50%.“
In a video conference you often
can‘t clearly recognize nonverbal
and acoustic signals.
Nevertheless these are often the
keys for the right comprehension
of a person, not only in
positive communication experience
Carefully choose and apply your
Who – What – Why – How – Where - When