Cultural relativism influences design decisions. Cultural relativism is understanding behaviors in context of one's own culture. Not considering cultural relativism can lead to design failures when expanding internationally. To avoid this, designers should research target cultures using frameworks like Hofstede's cultural dimensions and Hall's primary message systems. Understanding differences in communication, associations, and other cultural factors helps create inclusive designs.

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

3. https://chipotle.com

4. http://www.shortlistdubai.com/sites/default/files/images/2016/02/18/La%20Tablita%20bar.jpg

5. http://cdn.secretmenus.com/wp-content/uploads/2014/05/chipotle-employees.jpg

6. Hallmates ≠ UX people

7. 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

8. 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/

9. Problems?
Usability Research!

12. Ethnocentric

14. What is Culture?

19. http://www.mckinsey.com/~/media/McKinsey/Business%20Functions/McKinsey%20Digital/Our%20Insights/Digital%20globalization%20The%20new%20era%20of%20global%20flows

20. Illustration by Daniel Hertzberg

21. Pretzel Salad

22. https://images-gmi-pmc.edge-generalmills.com/8162d1d4-cf6e-4065-916a-519579f088cb.jpg

23. 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

25. Media Consumption in the 2016 Election

32. 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)

33. Interaction
Association
Subsistence
Bisexuality
Territoriality
Temporality
Learning and Acquisition
Play
Defense
Exploitation
Hall’s Primary Message Systems

35. https://2ecffd01e1ab3e9383f0-07db7b9624bbdf022e3b5395236d5cf8.ssl.cf4.rackcdn.com/Product-800x800/c5db27ba-ca35-490f-9d0b-4c1c66b4e280.jpg

36. “We are constantly manifesting thoughts into action to create our reality”
— My yoga teacher, sometimes

37. Thanks!
Ramya Mahalingam
UX Architect at Cardinal Solutions
Benevolent Dictator of Charlotte Storytellers
@rams_mahalingam on twitter
@openchair on the gram