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The Influence of Cultural Relativism

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A presentation at the 2017 IA Summit by Ramya Mahalingam

Published in: Design
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The Influence of Cultural Relativism

  1. 1. How Cultural Relativism Influences Design Decisions Ramya Mahalingam UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers @rams_mahalingam on twitter @openchair on instagram
  2. 2. https://chipotle.com
  3. 3. http://www.shortlistdubai.com/sites/default/files/images/2016/02/18/La%20Tablita%20bar.jpg
  4. 4. http://cdn.secretmenus.com/wp-content/uploads/2014/05/chipotle-employees.jpg
  5. 5. Hallmates ≠ UX people
  6. 6. Cultural relativism Cultural relativism is the understanding that a person’s behaviors and activities should be interpreted in the context of their own culture. Franz Uri Boas
  7. 7. http://www.internationalbusinessguide.org/10-successful-american-businesses-that-have-failed-overseas/ https://www.uncommoncaribbean.com/2010/04/01/mcdonalds-failure-in-barbados-hides-in-plain-sight/ https://venturebeat.com/2014/04/02/happy-2014-chat-games-may-the-odds-be-ever-in-your-favor/
  8. 8. Problems? Usability Research!
  9. 9. Ethnocentric
  10. 10. What is Culture?
  11. 11. http://www.mckinsey.com/~/media/McKinsey/Business%20Functions/McKinsey%20Digital/Our%20Insights/Digital%20globalization%20The%20new%20era%20of%20global%20flows
  12. 12. Illustration by Daniel Hertzberg
  13. 13. Pretzel Salad
  14. 14. https://images-gmi-pmc.edge-generalmills.com/8162d1d4-cf6e-4065-916a-519579f088cb.jpg
  15. 15. https://s-media-cache-ak0.pinimg.com/736x/4b/8e/0e/ 4b8e0eca46b8c3be404d478228191912.jpg https://addapinch.com/wp-content/blogs.dir/3/files/2012/04/ frozen-fruit-salad-67111.jpg https://images-gmi-pmc.edge-generalmills.com/8162d1d4- cf6e-4065-916a-519579f088cb.jpg
  16. 16. Media Consumption in the 2016 Election
  17. 17. Hofstede’s Cultural Dimensions theory Power distance index (PDI) Individualism vs. collectivism (IDV) Uncertainty avoidance index (UAI) Masculinity vs. femininity (MAS) Long-term orientation vs. short-term orientation (LTO) Indulgence vs. restraint (IND)
  18. 18. Interaction Association Subsistence Bisexuality Territoriality Temporality Learning and Acquisition Play Defense Exploitation Hall’s Primary Message Systems
  19. 19. https://2ecffd01e1ab3e9383f0-07db7b9624bbdf022e3b5395236d5cf8.ssl.cf4.rackcdn.com/Product-800x800/c5db27ba-ca35-490f-9d0b-4c1c66b4e280.jpg
  20. 20. “We are constantly manifesting thoughts into action to create our reality” — My yoga teacher, sometimes
  21. 21. Thanks! Ramya Mahalingam UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers @rams_mahalingam on twitter @openchair on the gram

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