Ash william exploration module

Overcoming the
language barrier for
tourists in Seoul
MDes Exploration / William Ash

Overview
Research questions
Aims
STAGE ONE: TOURISM
Current situation
Problem areas
STAGE TWO: LANGUAGE BARRIER
Literature review
Autoethnography
Observation
Participation
Interviews
Smartphones and tourism
STAGE THREE: DINING
Aspects of dining
Literature review
Autoethnography
User segmentation
Observation
Heuristic evaluation
Universal visual language
CONCLUSION
Research findings
Potential outcomes
Storyboard scenario
Design suggestions
Where next?
References
Contents

Project overview
Stage one
General topic
Stage two
Topic categories
Stage three
Subcategories
Tourism
Information
Accommodation
Awareness
Transportation
Mistreatment
Cultural difference
Way-finding
Language barrier
Transportation
Communication
Finding information
Way-finding
Dining and restaurants
Food information
Ingredients
Dining etiquette
Secondary
Journals and articles
Secondary
Primary
Autoethnography
Interviews
Observation
Participation
Secondary
Primary
Autoethnography
Observation

Research questions
What are the difficulties tourists in Seoul face
concerning the language barrier, and how
can they be overcome?
What is the most common cause of difficulty?
What are the current solutions available to aid
overcoming the language barrier?
What improvements could be made in order to
improve the tourist experience?
How do my own experiences compare to
primary and secondary research?
I decided to focus this term on tourism in Seoul,
and chose to research the current tourism
experience, and the potential ways it could be
improved or adjusted.
I wanted to be practical in my visit to SADI
and utilise my current circumstances and
surroundings into my second term work.
TOURISM
SEOUL
IN

Aim
Identify a common
tourist issue, and create
solutions which could
improve the experience.
Use an ethnographic
and autoethnographic
research approach.

• Increase in tourists, partially due to Hallyu/
Korean wave (kpop, kdrama, culture)
• Popular destination for medical tourism
• Excellent shopping facilities
(Index Mundi, 2015)
Tourism in Korea
What is the current situation?
“The new ‘Imagine Your Korea’ campaign
encourages travellers to engage with the
latest trends in Korea, and indulge in our
history and traditions.”
• Tourism campaign utilises Kpop artists to
help promote Korea
• Encourages a very free and open image of
Korea with many possibilities
• “From modern skyscrapers and neon lights
to Buddhist temples, palaces and pagodas,
Seoul is a fascinating mix of old and new.”
• Becoming a more on-trend place and
ranking on top destination lists
1. Siem Reap, Cambodia
2. Hanoi, Vietnam
3. Ubud, Indonesia
4. Bangkok, Thailand
5. Kathmandu, Nepal
24. Seoul, South Korea
25. Taipei, Taiwan
Based on the quality and quantity of traveler
reviews, taking into account quality, service,
staff, food and location.
Top 25 Destinations in Asia
(Breaking Travel News, 2014) (Trip Advisor, 2015)

THE SHAMEFUL REALITY OF
TOURISM IN KOREA (MBC, 2014)
FINDING ITS PLACE ON THE
WORLD STAGE (McKinsey, 2010)
“More than 12 million tourists visit Korea
every year... [showing] huge growth for
the tourism industry in Korea. However,
only 40% of those tourists visit Korea
again. In other words, 6 out of 10 don’t
come back to Korea.”
“South Korea lacks a cohesive,
differentiated brand in the minds of
those outside the country. There is
no touchstone that brings to mind an
idea, or a feeling, about the country; no
symbol that inspires trust or affection.”
Tourism in Korea
Identifying problem areas
• MBC reported that a majority of people do
not return to Korea
• Challenge to find affordable accommodation
• Failing quality assurance systems
• Lack of tourism infrastructure
• Lack of awareness of the country elsewhere
in the world, outside of those people who
have a previous interest in Korean culture
• Positioned between ‘three titans’: China,
Russia and Japan
KOREA’S ARRIVALS UP, TOURIST
POLICE NEEDED (WSJ, 2013)
“I was new to Seoul. I didn’t know
the directions or language, so I was
intimidated by him,” she said. “He saw
that I was a foreigner and probably
presumed he could make a quick buck.”
• Mistreatment of foreigners causing negative
experiences and complaints
• As tourist number increases, so do issues
• Illegal taxis and overpriced goods
• Information
• Accommodation
• Cultural differences
• Facilities
• Language barrier
• Mistreatment
• Way-finding
• Awareness

“A figurative phrase used primarily to indicate the
difficulties faced when people who have no language in
common attempt to communicate with each other.”
The language barrier
“In the poll, 57% of Chinese respondents
selected the language barrier as the biggest
shortcoming during their visit to Korea.”
(The Korea Times, 2014)
“The dilemma of foreignness comes down to
one of liberty versus fraternity—the pleasures of
freedom versus the pleasures of belonging.”
(The Economist, 2009)
“The most generally satisfying experience of
foreignness—complete bafflement, but with no
sense of rejection.” (The Economist, 2009)
“Experiencing a language barrier seemed to be
interpreted as guaranteeing the authenticity of
the local experience.” (Watanabe, 2014)
Transcending the barrier
Positive aspects Negative aspects
Issues caused Overcoming the barrier
Sense of freedom
More authentic experience
Sense of fun
Improved alternate communication
Restricting
Little sense of belonging
Potential cause of danger
Deciding factor for visiting
Visuals
Body language
Facial expressions
Gestures
Transportation
Conversing with locals
Difficulty finding information
Way-finding
Dining
Guessing
Google translate
Search for visuals
Ignore and move on
Ask for help
Positive
Negative

Language barrier top among
foreign tourists’ complaints
KOREA TIMES, 2015
“Visitors to Korea say the language barrier is the greatest
inconvenience they experience, according to a recent survey [...] High
travel expenses, poor tourist information services, charmless tourist
attractions and food were also included on the list.”
“Communication, not just in English, but other languages too should
be possible at tourist spots such as shopping centers, restaurants
and public transportation hubs because the number of visitors from
non-English-speaking countries is growing, especially China,” said a
researcher at the institute.”
“Another survey taken by 3,024 foreigners by the Visit Korea Committee
between September and October last year showed that 66 percent of
them complained about the language barrier. Most of the complaints
came from tourists from Asian countries such as China, Taiwan, Japan,
Malaysia, India, Singapore and Thailand.”
• Relevant and recent news article which
highlights language barrier as the most
common tourist issue when visiting Korea.
• Survey conducted by the Korean Culture
and Tourism Institute, and asked 12,000
foreigners from 16 countries.
• Notes the importance of communication
in a multitude of languages to cater for the
wide range of visitors.
• A large majority (66%) complained about the
language barrier in a variety of situations.

Literature review
The Role of Language in Shaping the International Cultural
Tourism Experience of Student-travelers
by Avina Ramnani (2012)
This paper explores how language can affect an experience abroad for
students. Ramnani interviewed participants about positive and negative
language barrier experiences, creating a model to explore how a lack of
language fluency prevents relationships being forged.
“Fluency in the local language was regarded as a facilitator of positive
experiences, whereas lack of knowledge of the local language created a
language barrier that inhibited positive experiences.”
“Basala and Klenosky (2001) argue that tourists who seek familiarity,
security or reduction of perceived risk when they travel are less likely to
visit countries where they are unable to speak the local language, and
concluded that fluency in the destination’s language was a determinant
of some people’s choice to visit.”
““Learning to order a cup of coffee”, something that has come to
represent tourist language learning, has been looked upon as frivolous
and not up to par with serious language teaching (Phipps, 2006).”
Young Korean Tourists in Japan: Experiencing Language Barrier
for Travel Satisfaction
by Yukinori Watanabe, Haruo Orito and Ryotaro Suzuki (2014)
This paper discusses the experiences of Korean tourists in Japan,
examining how well Japan caters for foreign visitors and the measures
that could be taken to better accommodate tourists. The participants
noted both positive and negative aspects of a language barrier.
“Although it seems that these language issues for Koreans have become
too complicated for the Japanese government and enterprise to identify,
it is important to realize that eliminating the language barrier is not as
simple as translating signs.”
“It was impossible to order because we could not read the menu. We
thought we could point to pictures. But the shopkeepers were behind a
counter in the shop and the menu was outside, so we couldn’t point [...]
the main problem was language barrier.”
“They sought out the ‘backstage’ of tourist sites to gain authentic
experiences. The cultural gap and lack of information intensified the
degree of the experience of the language barrier.”

“A form of self-reflection and writing that explores the researcher’s
personal experience and connects this autobiographical story to wider
cultural, political, and social meanings and understandings.”
Acting as both a tourist and a design researcher, documenting issues
and experiences faced related to the language barrier regarding
transportation, dining, cultural differences and tourist attractions.
The initial account was written as a diary study and photo journal,
and this was used to gather key thoughts and questions. The full
autoethnographic account is available on my PDP.
How am I supposed to know which bus to take?
Do the bus numbers correlate to each other?
I wonder how people find out about the T-Money card or app
Do I need to scan the card when I leave the bus too?
What happens if there isn’t enough money on my card?
Why are only some announcements read out in English?
I wonder what these numbers mean on the subway floor...
How do I know which side of the subway platform to go to?
How would I cope at this restaurant if I was alone?
I wish I could ask for a recommendation
I hope this dish doesn’t have shrimp in it...
How do I know what ingredients are in this dish?
Why does the restaurant have English signs but no menu?
Will the staff expect me to attempt to speak Korean?
Is there any more English information available?
If I got lost here, what would I do...?
I wonder if they have translators available for this tour
How do I ask where the bathroom is?
How can I navigate this map?
They recommended an app, but it’s only in Korean
What is the correct way to bow when meeting people?
Am I considered rude if I do not attempt to speak Korean?
Autoethnography / Tourism issues

When way-finding, many tourists still relied on a
paper map alongside their smartphone.
Trusting a physical printed document over a
potentially unreliable phone - something official
provided by a tourist office.
Witnessed people trying to decipher the
T-Money card reloading machine.
Causes delays in travel as well as added
frustration and confusion.
Observation / Cause and effect
Witnessed tourists getting lost even right next to
the tourist information guides in Insadong.
Perhaps a lack of awareness of the guides, or
unsure if the information would be available in
their language.
Dominance of Chinese tourists, supporting the
previous secondary research I had conducted.
This contributes to an increasing need to provide
sufficient information for foreign visitors, in order
to continue tourism benefitting the economy.
I visited numerous locations known to be popular with tourists following my secondary research
using Seoul guidebooks and ‘Top 10’ lists. Prior to observation, I prepared a rough guideline of
information to look out for.
• Which languages did we overhear?
• What is the concept of this attraction?
• What kind of benefits does this attraction provide tourists?
• Does it cater well to foreign visitors?
• What medium of help did people use?
• Did the tourists experience difficulties?
• Is the information at the tourist attraction available in multiple languages?

Some areas are more developed than others in
order to cope with foreigners. In Itaewon, some
menu signage is primarily available in English,
This may encourage tourists to visit one place as
opposed to another, or even avoid certain areas
if they have become too tourist-friendly.
Tourist offices were visited by both foreign and
Korean people, emphasising their versatility and
range of communication methods.
Witnessed tourists having difficulty navigating
a map near Gyeongbokgung Palace. Other
languages were available but perhaps not
clearly marked.
Causes stress for tourists, which may mean they
miss out on a visit somewhere due to a lack of
coherent information.
Witnessed people using a guidebook to find a
specific restaurant, before deciding to eat there.
Trusting a recommendation, perhaps knowing
the menu would be available in their language,
or the restaurant was tourist-friendly.
Witnessed use of broken-down phonetics on
some restaurant signage
This may improve pronunciation and assist
tourists in ordering food more easily
Multiple usage of Korean language written with
roman characters instead of Hangul
This may demonstrate a restaurant prioritising
its foreign visitors by providing an easier way of
reading the dish names
Both examples were displayed on restaurant
windows, but neither were paired with a
translation or a visual element so people know
exactly what food they would be getting.

Observation / Way-finding
• Hierarchy shows Korean, English
and then Chinese and Japanese
• Visual symbols are used to
highlight public services such as
the subway
• Directional arrows and
numerical data assist in helping
the way-finding process
• Map has an English title but then
uses only Korean in the diagram
• Toilet symbol is used - perhaps
highlighting the most important
way-finding indication
• Difficult to use if searching for a
specific location
• Bus stop signage is provided
solely in Korean, only using
English if the stop is located
near a subway station
• Difficult and confusing to
understand due to the large and
complex influx of information
• No support for other languages
• Map provides Korean and
English, but no other languages
• Includes recognisable visual
symbols to aid understanding

Observation / Use of visual language
I observed some of the current usage of visual
language as seen on signage around Seoul.
There were many familiar icons which appear
to have a universal understanding, such as the
toilet symbol or the standard red circle and
strikethrough to indicate something must not be
done. Some of these examples were presented
without a descriptive counterpart, assuming the
viewer will understand the intent.
In some locations such as Insadong’s tourist
office and Coex Mall, unique symbols had
been created to convey information which
could assist a viewer if they could not speak the
languages available. These symbols included
more specialised messages such as ‘mall’ and
‘art hall’. These symbols were not particularly
helpful alone, but rather illustrated the textual
explanation to further improve understanding.

Following observation work, I conducted
participation and roleplaying exercises in order
to understand the experiences of a tourist. My
autoethnography work was conducted primarily
as a tourist, but the participation positioned
myself as a researcher. I prepared a rough
guideline prior to beginning my research.
• How effective are the tourist offices in
providing information?
• How easy is it to navigate on the subway
and on the bus?
• What unexpected issues might tourists face?
• How might a tourist feel when faced with
difficulties? How are these overcome?
Participation / Roleplaying
Visited tourist attractions and tourist offices
using various transportation methods in order to
understand the facilities and materials available
to tourists.
Used public transport and noted the ease of use,
the available signage and the navigational aids.
Visited restaurants with a range of menu types -
Korean, Korean/English and menus with visuals.
Visited tourist offices during roleplay
exercises and requested information and
recommendations in English, as well as
directions when I lost my way which put my
mind at ease. Staff provided me with a map.
Utilised available way-finding signage to help
find destinations, evaluating the ease of use.
Without the subway application, my journey
would have been made more difficult.
While some signage contained Korean, English,
Chinese and Japanese, other signage simply
contained Korean, English and accompanying
visuals. The example on the left begins with
multi-language translations, but then reverts
back to icons with just English, perhaps
assuming a universal understanding.

Interviews
I conducted fifteen semi-structured informal
interviews with English-speaking tourists of
various nationalities at different attractions
around Seoul.
• Insadong
• Myeongdong
• Gyeongbokgung Palace
• Itaewon
• Hongdae
The interviews were a random sample, aiming to
find out the common tourism issues, the
pre-arrival preparation and the coping
mechanisms when issues arise.
1. Are you visiting Korea?
2. Have you visited before?
3. How long are you staying?
4. Do you speak or read Korean? What
is your level of understanding?
5. Did you practice the language before
you arrived?
6. What issues have you had with the
language barrier?
7. What has been the biggest cause
of difficulty?
8. If you are unable to understand
information, what do you do?
9. Have you visited any of the tourist
information offices? If yes, were your
issues solved?
Female 18 France
Female 37 Italy
Male 43 Germany
Female 19 USA
Male 34 Russia
Male 39 Italy
Female 22 UK
Female 40 USA
Male 49 Ireland
Female 32 UK
Female 22 UK
Male 29 India
Male 40 Indonesia
Male 54 UK
Female 38 Phillipines

Interview results / Charts
What has been the biggest cause
of difficulty?
If you are unable to understand information,
what do you do?
Did you practice the language
before you arrived?
Nine participants said no, and six participants
said a little. None of these six participants felt
strongly enough in their ability to respond with a
full ‘yes’, only telling me that they had practiced
a ‘few basic phrases’.
Six responded that they would use Google
Translate, and six would simply guess. Three
people said they would ask other people,
such as Korean friends they knew. The use of
translation software indicates a reliance on
smartphone usage to solve problems.
Five people stated that ordering food at
restaurants was their biggest language
barrier issue, followed by four people saying
transportation. Two people said communicating
with locals, and it should be noted that four
people said they had no major difficulties - this
was found to be mainly due having Korean
friends assisting them throughout their visit.

Interview results / Word clouds
Do you read or speak Korean?
Did you practice the language before you arrived?
If you are unable to understand information, what do you do?
I used the interview answers to create word clouds to find the common
responses to the questions I asked. The data provided was a little more
than yes or no, and gave me a deeper insight into the feedback. The
largest word is, unsurprisingly, ‘no’ in response to whether the language
was spoken or practiced. The other large words indicate phrases learnt,
the level of practice and sometimes reasons why.
This cloud suggests there were attempts to practice the language, but it
seemed to not be a priority for these tourists visiting Korea.
There was a strong prominence of Google Translate to solve language
problems, followed by ‘guess’, ‘people’ and ‘friend’. Some participants
noted that they had attempted to practice the language, so they stated
they would try and read the Hangul to assist them.
This suggests an emphasis on smartphone usage, but also on simply
guessing in order to make decisions.

What issues have you had with the language barrier?
What has been the biggest cause of difficulty?
While ‘difficult’ was the most dominent word, it is
clear that ‘eating out/restaurants’ and ‘transportation’
(namely bus) were the biggest problems for tourists
based on the interview results. Numerous other
issues appear, such as ‘signage’, ‘communicate’ and
‘subway’, highlighting a range of issues.

“The biggest difficulty has been restaurants and food - menus with no translations.
I will honestly pick a restaurant based on whether they have an English translation.”
“Transportation was often difficult, especially the bus, because I found it difficult to
know areas where signs were only written in Korean. Food was often very difficult.”
“We haven’t had many issues, we’ve played it safe. We manage by pointing!”
“So far we’ve had some difficulty with transferring on the subway, the signage is
difficult to understand. The bus service is very confusing, the signs are not in English.”
“I was unable to form relationships easily, and it was difficult to communicate needs
such as where the toilet was.”
“Eating out has been an issue, ordering food with no English on the menu.”
Key interview quotes

Affinity diagram /
Analysing research
I used affinity diagram techniques to document
and map all of my findings from interviews,
observations, participation and autoethnography.
The main four issues were written on pink, the
sub-issues written on yellow and then existing
solutions or workarounds on white.
This technique allowed me to visualise my
findings so far, accounting for all information
I had discovered, both major and minor. The
issues became categorised into four major
areas: communication issues, transport issues
(divided into bus, subway and taxi), dining
issues and way-finding issues. Language barrier
issues relating to the dining experience stood
out as a prominent cause of problems, as well
as bus travel which was hindered by a lack of
appropriate signage.
The research method enabled me to analyse my
findings and divide the language barrier issue
into smaller subcategories which would inform
my decision about which problem area to direct
my study towards.

Through further secondary research, I found the
use of smartphones when travelling is becoming
increasingly prominent, assisting with both
pre-arrival needs (such as booking flights
and hotels), and post-arrival needs (such as
translation and way-finding).
The results of interviews, observation and
participation and autoethnography demonstrate
a prominent use of smartphones, namely for
translation and way-finding.
I explored the current smartphone situation
and the ways they have been reinventing the
tourism experience. This research allowed me to
consider some form of smartphone integration
in a potential design outcome I may create.
Smartphones
and tourism
(Text100, 2012 / Business Insider, 2013 / BBC News, 2014 / Irish Times, 2015 / Wang, 2013 / Dickinson, 2012)

Participation / Smartphone integration
I studied the available opportunities for
smartphone involvement at a specific tourist
attraction. Many signs have QR codes but no
explanation of the information they would
provide the user. The first QR code (left) was
scanned and lead to an unavailable website. The
second attempt (middle) was printed on a tourist
map, and connected the user to an information
website about the attraction. It was available
in English, Korean, Chinese and Japanese and
contained a map, image gallery, videos and a
soundtrack. The third instance (right) bizarrely
directed users to a completely unrelated
website. It appears the technology is in place
but it is not updated often and or used to its full
potential. The signage should be more specific
about the information it provides in order to
encourage users to participate.

Dining
The ‘restaurant experience’ issue involving
ordering meals and understanding the
menus is one that reappeared multiple times
in my research. Interviews highlighted this
as a common issue, claiming the language
barrier hindered their restaurant experiences.
and it is supported by my observation and
autoethnography work.
I chose to focus on ways to overcome
the language barrier issue when eating at
restaurants, focusing on providing knowledge of
the food being ordered.
I conducted further primary and secondary
research to delve deeper into this refined area
and gain an understanding of this specific issue.
“What should I do if I don’t understand?
Dining experience
Guess
Ask for help Go elsewhere
Use translation service
Look for visuals
Staff
Local friends
Other diners
Negative experience
Unlikely to return
Embarrassment
Random selection
Point to a dish
Google Translate
Phrasebook
Photos
Wax models
Find images online

Aspects of dining
In my research, the notion of dining difficulties
stretched beyond simply the language
barrier. While still a large component, a dining
experience could be also hindered by cultural
difference and a lack of understanding about
the etiquette.
Overcoming the language barrier is a gateaway
into a deeper comprehension, which in turn may
make the other difficulties seem less intense or
overwhelming. There appears to be three main
stages of understanding when eating at a foreign
restaurant which are detailed on the right.
All three stages have issues with the language
barrier, but they are connected to other
problems such as knowing how a dish should be
eaten, and the dining culture.
1. Understanding the menu
Names of dishes translated into an
understandable language
2. Understanding the dish
What it is and the ingredients
3. Understanding the etiquette
How the food was prepared, and
how it should be eaten
Guess, use Google Translate,
ask someone else
Look for visuals, search online,
ask someone else
Ask someone else, watch others,
search online, guess

The Impact of Language Barrier & Cultural Differences on
Restaurant Experiences: A Grounded Theory Approach
by Ellen Eun Kyoo Kim and Anna S. Mattila (2011)
This paper documented a study into how the dining experience is affected
by language barriers. Korean diners were interviewed about intercultural
service encounters, describing their expectations, actions and emotions. A
concept model was created to illustrate the restaurant experience.
“The issue of language barriers is particularly critical during intercultural
service encounters. Intercultural service encounters, where the customer
and the service provider are from different cultures, is very common in
the service sector.”
“All interviewees pointed out language barrier as the main reason
for stress. Interviewees mentioned that the difficulties in expressing
themselves or understanding what the servers were saying were the
main problems”
“Most of the cultural differences in the dining experience reflected
the different restaurant systems in the U.S. and Korea. Customization
(ordering system) was the main difference that Korean ESL customers
found difficult.”
Cultural Awareness of the Consumers at a Chinese Restaurant:
An Anthropological Descriptive Analysis
by Robert Guang Tian (2001)
This paper examined diners at a Chinese restaurant in America,
interviewing customers about their experiences, the staff, the food and
their cultural awareness of the environment they were eating in, and
whether this awareness aids their decisions.
“The central task for this research is to describe and understand why
customers are coming to this restaurant for food consumption. Do they
have any knowledge about Chinese culture and food? Does it help the
consumers become knowledgeable about Chinese culture and food by
visiting this restaurant?”
“All the waitpersons realize the importance of oral communications with
the customers but due to their poor language skills they simply cannot
express themselves clearly in English, nor are they able to understand
others in English very well.”
“People with different cultural backgrounds will consume different
foods in different manners and habits. These differences are presented in
terms of basic ingredients from which food is prepared; the ways in which
it is preserved, cut up, cooked; the amount and variety at each meal; the
tastes that are liked and disliked; the customs of serving food, and so on.”
Literature review

“Emotional responses experienced
most frequently were anxiety,
fear, and embarrassment. They
were anxious due to a lack of
knowledge such as not knowing
the type of food, or not knowing
what to answer when servers
asked questions.” (Kim, Mattila)
During my secondary research, I found this
conceptual model examining the impact of
language barriers and cultural differences on
the restaurant experience. The model was built
following a series of interviews with ESL (English
as a Second Language) customers who had
experienced intercultural service encounters.
While my topic focuses on non-Korean speakers,
the emotional reaction and language barrier
issue remains the same.
The model provided me with a breakdown of
the various stages which stem from a lack of
understanding, showing the multiple problems,
reactions and emotions felt. It gave me a basis
of restaurant experience which I could use
to reflect on my own experiences. However,
I feel it could be improved by incorporating
information that I discovered from my research.
This have been added to the model in blue.
(Kim, Mattila, 2011)
The Impact of Language Barrier & Cultural Differences on Restaurant Experiences: A Grounded Theory Approach
Expectation:
Food
Price
Service
Stressor / Barrier Stress / Problem Reactions Coping Behaviour Evaluation
Language:
Speaking
Listening
Cultural difference:
System menu
Service style
Eating style
No translated/visual menu
Sense problems
Communication
Accuracy
Purchase decision
Emotional:
Embarrassment
Fear
Anxiety
Cognitive:
Confusion
Behavioural responses:
Ask (server/friends)
Not ask
Depend on others
Blame (self/other)
Use Google Translate
Use guidebook
Satisfaction
vs
Dissatisfaction
Return
Try new restaurant
Experience and knowledge
Learning process

PERSONAL THOUGHTS
How would I cope at this restaurant if I was alone?
The food is great and the staff are friendly, but I feel so limited
COMMUNICATION
I wish I could ask for a recommendation
How do I ask about food allergies?
I think the staff only speak Korean
Will the staff expect me to attempt to speak Korean?
FOOD QUERIES
I hope this dish doesn’t have shrimp in it...
What kind of meat is in here?
How do I know what ingredients are in this dish?
I wonder how spicy this food will be
I have no idea what vegetable this is
Raw meat? Raw egg? Is this safe?
ETIQUETTE
Am I supposed to mix these side dishes?
Are these side dishes for everyone to share?
I think I’m supposed to mix this together...
Is it disrespectful to ask for a knife and fork?
Should I wait before I begin eating?
TRANSLATION
Should I ask for an English menu, just in case...?
How do non-English and non-Korean speakers manage?
Why does the restaurant have English signs but no menu?
Google translate doesn’t seem to know this dish
It will take to long to find this in a guidebook
Autoethnography / Dining
I completed further autoethnography to study the dining and restaurant
experience in more depth. When visiting restaurants, I noted down any
personal thoughts and feelings in order to document the language barrier
related issues I was experiencing.
These were divided into various categories to highlight personal thoughts
and queries about communication, food, etiquette and translation.
Categorising these thoughts allowed me find whether the issues were
related to a lack of understanding, the food itself or perhaps the dining
culture associated with eating in Korea.

User segmentation The Google Translator
Following analysis of my primary and secondary research, I
was able to divide the tourists visiting restaurants into four
categories, based on how they cope when dining in Seoul.
The four groups have been inspired by people I met,
interviewed and observed, as well as my own experiences.
This segmentation allowed me to divide tourist diners into
groups in order to better understand their individual needs. A
design outcome will need to have some use to each of these
segments, by making the experience easier and providing more
dining information to all of them.
Heavy use of translation service or
guidebook when eating and ordering.
Researches etiquette and dining style,
and prefers to be well-prepared.
Reliance on friends and peers to make
the experience easier. Studies what
other people are doing in order to
make decisions. Unable to cope alone.
Decisions made by choosing anything,
regardless of whether they understand.
Points to random menu choices and
visuals. Learns by experience.
Will not dine at a restaurant if the
menu is unavailable in their language.
Must be sure about the ingredients in
their meals. Likes to be informed.
The Friend Relier
The Point-and-Guesser The No-English, No-Eater

Observation / Analysing menu design
English titles and
restaurant description
No images aside from
one ambiguous vector
Potentially important
extra information
Only available in Korean
Two menus to decipher
(food and drinks)
Both vertical and
horizontal alignment
No visuals
I conducted observation at various restaurants
in Seoul in order to assess the current materials
available to assist a tourist in making a decision.
I documented both positive and negative menu
examples in order to fully understand how they
affected the restaurant experience.
Seemingly mportant
information is noted
Food name is available in
English and Korean
Large clear photographs
Photographs show food
Main titles available in
English and Korean
All other information is
only displayed in Korean
The menus varied widely in the information they
provided. The most helpful examples provided
large visuals and translated text, allowing users
to clearly view the food and undersand what
they were ordering. The average examples
provided some English titles and small images,
but no further description. The least helpful
examples provided text solely in Korean,
sometimes written in a vertical format, and no
corresponding visuals. Others used English
titles and restaurant descriptions, but then no
translation of the actual menu itself.

Heuristic evaluation / VisitKorea app
After my research indicated a prominence of
smartphone usage during travel and a reliance
on Google Translate when faced with language
issues, I wanted to explore some of current
available applications which could assist tourists
in finding out more information in their
own language. I conducted heuristic evaluations
of the VisitKorea dining application and Google
Translate application, according to Nielsen’s
heurists for UI design. This study aimed
to examine the features and usability and
potentially influence a future design suggestion.
The VisitKorea app is a very comprehensive
guide for tourists, providing information about
attractions, dining, hotels, courses and shopping.
For the evaluation, the dining section was
focused on. To access information, the dining
button is selected, along with the type of cuisine
desired. For a Korean dining experience, there
is a range of restaurants to choose from. When
one is selected, the user has access to a map,
a brief overview of the menu options and an
introduction to the restaurant. There is also a
photo gallery of restaurant interiors and food
options, as well as contact information.
In terms of flaws, the information provided is
a little brief. The app is ideal for choosing a
restaurant as a map and directions are provided
to aid way-finding. The menu information is
limited, and once the user is at the restaurant,
the app can no longer help them make dining
decisions and ensure a positive experience.
The app has many capabilities outside of just
dining, so the information provided cannot be
overly detailed for every section. In terms of
usability, the evaluation demonstrated its ease of
use and excellent navigation system.

Visibility of system status
A loading circle clearly indicates when
information is being prepared, notifying users of
the status of the task at hand.
Match between system and the real world
Icons are very familiar, notably the ‘home’, ‘map’
and ‘download’ symbols are all well-known. The
interface acts as expected in a responsive and
clear manner.
User control and freedom
App responds to the ‘back’ button to return to
the previous page, and there is a sliding menu
which can be activated quickly to relocate to a
different section. There is also a ‘home’ button
to navigate back to the start-up screen.
Consistency and standards
The design style is very consistent, with the
colour scheme and typefaces corresponding
well with each other across all sections.
Error prevention
The only errors I feel could occur would simply
be a result of having too much information
available to the user. The material is vast and it
is easy to scroll through information and images
for a long time. However, the buttons make it
easier to return to the beginning.
Recognition rather than recall
The app can remember locations in order to
deliver personalised results. There is also a
download function where images, maps and
information can be saved within the app for
easy offline future access.
Flexibility and efficiency of use
As mentioned previously, it is sometimes
overwhelming to use due to the information
available. For example, there are profiles of
460 Korean restaurants. However, when the
searches are narrowed down to location and
further preferences, the app is more efficient.
Aesthetic and minimalist design
The start-up screen can appear a little cluttered
as it features many elements, including an
animated photo viewer and social media
connectivity. In terms of design, it is very clear
and uses an attraction colour scheme.
Help users recognize, diagnose, and recover
from errors
Errors can be overcome by tapping the menu
button and navigating to another area of the
app. If there are any app issues, a message is
clearly displayed on the screen.
Help and documentation
The help section is found by going to the ‘more’
button, and then scrolling to find the FAQ
section. The in-app help topics are limited, but
there is a link to the app’s website in the ‘About
the service’ section which can provide more
help information.

Heuristic evaluation / Google Translate app
In my primary research, the main translation
service which was referenced was Google
Translate. It is the leading service of its kind,
providing “a billion translations a day for 200
million users” (CNET, 2013), and with such global
exposure it appears difficult for competitors to
gain popularity.
I completed the heuristic evaluation for the
photo-scanning capabilities of Google Translate,
as tourists may not have a Korean language
keyboard pre-installed on their smartphone
before arriving, thus relying on photos instead.
The material used was a takeaway menu in order
to replicate a dining scenario where the app may
be commonly used.
The app is capable of scanning Korean text,
selecting recognisable words and then allowing
the user to highlight and translate them. The
word can then be copied back to the start-up
screen giving users access to the Korean and
English characters. However, once the word
is translated, there are no other options aside
from further translation. There is no definition
or explanation of what the word means, which
is particularly important when translated food
names are still unfamiliar to a non-Korean
speaking audience. Users then have to find
information using another service.
The evaluation allowed me to examine a highly
popular application and assess its capabilities as
a tourist aid. It proved successful, but it falters
in providing a more detailed service. The app
design is efficient and understandable, providing
an extremely easy to use experience.

Visibility of system status
Messages are clearly displayed to signify what
the app is doing and when loading has finished.
Match between system and the real world
Interface and icons are in line with what the user
might expect (photo icon, microphone icon).
User control and freedom
App responds to the ‘back’ button to return
to the previous page, and there are familiar
‘x’ symbols to quit the task so the user is in
control. Recognised text is highlighted using the
touchscreen controls.
Consistency and standards
The design is consistent, using the same icon
style and colours throughout. The quality
remains high across all app functions.
Help users recognize, diagnose, and recover
from errors
User errors can be overcome by simply
returning to the previous task and starting
again. If text cannot be scanned, a message is
displayed. The app will try to scan any image
which often results in incorrect translation.
Help and documentation
Finding help information requires the user to
return to the main start-up screen, and then
clicking the menu button which leads to a
detailed help section.
Error prevention
The only icon which I feel may lead to error is
the ‘draw’ icon, which used a wavy line - it was
the only instance where I wasn’t sure what its
function was prior to clicking on it.
Recognition rather than recall
Instructions are visible and easy to understand,
and appear each time the function is performed.
The app saves previous translations on the
start-up screen for easy revisiting.
Flexibility and efficiency of use
The app is quick and simple to navigate and the
tasks can be completed very quickly. Languages
can even be pre-downloaded so the app will
work offline, avoiding the need for Wi-Fi or data
(something an interviewee complained about).
Aesthetic and minimalist design
The aesthetic is familiar to Google users, relying
on a minimal design, limited colour palette and
small amounts of text.

A universal visual language
Following primary and secondary research
about the use of visual iconography to convey
messages, I wanted to apply this communication
technique to the dining sector. The symbol for
‘restaurant’ depicting a knife and fork seems
to have a near-universal understanding, but I
wanted to explore further visuals which could
potentially be implemented into a design
solution as opposed to photographs.
I began by using The Noun Project, a icon
library created by designers all over the world to
envision symbols for words which have not yet
been illustrated. Their archive of user-submitted
icons can helpfully depict what the general
perception of a word is, allowing me to gauge
an understanding of what the general visual
consensus appears to be.
Restaurant
Vegetarian
Shrimp
Rice
Pork
Ramen
(The Noun Project, various artists)

Food iconography
To develop my research into a visual language
further, I researched current food iconography
examples. I wanted to view the current materials
available that illustrated food items, which could
be utilised in a design solution to provide a more
efficient and universal way of identifying the
ingredients in a meal.
The main need for food icons appeared to be
for allergy information, so many collections
of icons included basic symbols for fish, eggs,
wheat, and so on. These varied in their level of
legibility, design style and simplicity.
One collection was a conceptual design which
used a combination of Kanji characters and
basic imagery to convey various food items.
While not practical for my own research and
outcome, it provided an innovative example of
merging text and image to visually and textually
label food to provide an understanding for wider
international audiences.
(Castro, 2011 / Kerbleski / McGee / Hiromura, 2011)

Over the course of my primary research, secondary research, and analysis,
the key issues and requirements were highlighted which would influence
and impact my design concepts.
The factors and reasons on the right provided me with a basis into the
outcome I would suggest, aiming to improve information and the level of
information in a largely visual manner, with some potential smartphone
involvement to incorporate a familiar medium.
Research findings
Improving the information provided at restaurants
• Observation highlighted issues with menu designs at restaurants
• Secondary research emphasised this problem
Providing a breakdown of ingredients in a dish
• Interviewees noted discomfort when faced with an unknown dish with
little indication of its contents
• A visual breakdown could transcend language barrier and address to
any non-Korean speaking tourist
Reliance on smartphone usage
• Interviewees and observation highlighted usage for translation and
way-finding, making it a comfortable and familiar medium
• Secondary research demonstrated rise of smart tourism
Needed to be clear and largely visual
• Heuristic evaluation showed issues when the level of text or design
elements was too high, making the design confusing
• Applications tend to provide ‘half the job’, without enough information
• Research into visual language shows it has the ability to transcend
language barriers

Proposition
Create a more efficient
way of providing dining
information, which could
transcend the language
barrier through universal
visual language.

Potential outcomes
Application Signage Visual Language
Creating a database of food information for
tourists visiting Seoul
Provides images and descriptions about various
dishes, ingredients and methods of eating
Available in a familiar medium during the
growth of e-Tourism
Developing the current restaurant signage and
introducing a new system
Menus have incoherent information in different
languages and formats
Foreign customers need to clearly see whether
they will be accommodated well
Envision a unified visual language system that
could be incorporated at all restaurants
Create icons to represent dishes, correct
methods of eating and etiquette tips
Could be used alongside existing icons which
visualise specific food items

App requirements
Based on heuristic evaluation
Have identifiable and familiar icons which are
well-known and deliver expected results
Uses a consistent and low-key design style
which doesn’t overwhelm or confuse users
Should not have too many elements or
unnecessary features
Ability to deliver personalised results through
saving options, or integrating location services
Provides an informative and detailed database
whilst still being efficient and easily navigated.
Clear instructions should be provided, and errors
should be clearly identifed and rectified so users
can carry on with the task at hand
Help section should be clearly marked
Based on user segmentation
The Google Translator
• Include integration of familiar Google
translation services
• Informs the user about etiquette and food,
ensuring the user is well-prepared
The Friend Relier
• Allows the user to cope when dining alone
• Enables users to make decisions and be
informed with relying on others
The No-English, No-Eater
• Encourages tourists to visit restaurants they
may avoid due to language confusion
• Allows them to understand their meal, its
ingredients and the eating etiquette
The Point-and-Guesser
• Aids guessing and pointing by providing
visuals of the meals
• Still allows for extra information if the user
chooses to find out more
When creating an application, my research
analysis of existing apps and participants
provided me with many requirements that
my design would need to incorporate that
would fulfil the user needs. Catering for
these needs would overcome the problems
tourists have faced, therefore providing the
users with an improved dining experience.

Design context / Storyboard scenario
1. Tourist decides to visit a restaurant after spotting
some English signage outside.
2. The menu is presented with English titles but then
the main text is only Korean.
3. Tourist uses the Google Translate app to find the
meaning of an item on the menu.
4. The app provides just a translation with no other
additional information, causing confusion.
5. The name is searched online, giving many results
and variations while delaying the order process.
6. The food is ordered, but the tourist has no clue
what the ingredients are, or how to correctly eat it.

Utilises the Google Translate photo scanning service to form the basis of
the application, but then taking it further and providing users with more
detailed information about dishes.
It uses a medium and an existing tool that people are comfortable with
and use frequently, and then allows users to use this translation to view a
detailed breakdown of the menu.
The application is largely visual in order to cater for international
audiences, giving users thumbnail photographs of the ingredients in the
dish. Photographs were chosen instead of visual icons to give a clearer
and more easy to understand image format. Users can also access a
written description available in a multitude of different languages.
Design suggestions
Concept one

Photo scanning text, utilising translation
functions that tourists are familiar with.
Subtle icons which will be familiar from
other contexts, such as social media,
allows for easy understanding.
Visual breakdown of ingredients
and description available in various
languages, following research about
incoherent, text-heavy menu designs.
Simple and reserved design to aid
understanding and avoid confusion.
Eating instructions and correct etiquette
to assist with unfamilar meal options.
Step-by-step instructions to visually
explain how a specific dish should be
eaten in order to receive the best and
most authentic dining experience.

This concept made up of a scannable symbol which could lead to menus
with translations and visual imagery. Restaurants could access the application,
adding information about the food served which would be translated and
implemented into a personalised symbol.
The symbols could then be attached to menus and signage, allowing users
to scan them and access restaurant information in their native language.
It allows the restaurants to provide information themselves, as opposed to
allowing Google Translate to provide legible material. It is minimally invasive
to the restaurants menus and signage, avoiding the need to provide many
different menu translations and creating a partnership between the restaurant
and the app/tourist organisation.
Design suggestions
Concept two

Icon is personalised to fit the restaurant,
which can be scanned to access menu
translations, meal visuals and etiquette
information to aid unfamiliar tourists.
Icon acts like a QR code, being easy to
spot but minimally invasive to existing
menu design and style
Multi-language menus are available
through the app, providing translations
for different nationalities.
Opens up the restaurant to a wider,
more universal audience with little effort
from restaurant owners and staff.
Visual breakdown of ingredients allows
diners to view the meal they will order,
especially informing those with allergies
and preferences

Where next?
Throughout the course of the Exploration
module, I have been able to provide responses
to the research questions I initially set out to
answer. My research enabled me to develop an
angle which was both relevant and a prominent
issue, aiming to make the tourist dining
experience easier and more efficient.
My main aim for my visit to SADI was to
undertake a research project that was specific
to Seoul, and could not be completed back
home in Cardiff. I wanted to explore an area of
research that could reflect my own experiences
and utilise my unique position as both a tourist
and a design researcher in order to improve my
own experience and the experience of future
tourists visiting South Korea.
As I am due to return to Cardiff to complete
the third term, this research will be unable to
progress further than the concept stage in
terms of being specific to Korea. Next term I
may choose to develop this similar research,
perhaps considering an exploration of the UK
dining culture, and how well foreign visitors are
assisted in fully experiencing the country despite
potential barriers and differences.

Thank you
for listening
Any questions?
PDP: sites.google.com/site/wjeash

References
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(Food imagery used in app concept found on Google Images)

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