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Intercultural Design

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What are some issues that go into designing for other cultural groups beyond your own? What impact do these have on UX and web design? We'll look at ideas from two practitioners of intercultural communication, see how we can apply them to design, and examine a few real-world applications of design principles tailored for different cultural audiences.

UXDC 2015 conference: Washington DC (30 minutes)

Published in: Design
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Intercultural Design

  1. 1. Intercultural Design Smitha Prasadh SENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA UXDC 2015 // 2015 OCT 9http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/
  2. 2. HI! I’M SMITHA.
  3. 3. Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson
  4. 4. Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson SHARED CULTURAL CONTEXT
  5. 5. Idea referenced from a talk by John Payne Designing for Meaning with Cultural Affordances” Midwest UX 2015 // 2015 October 2 “ http://nwamotherlode.com/wp-content/uploads/ / /school- us. pg http://www.lou se l .com/ espokeeduca on http://typegadget. logspot.com/ / /sp ral-note ook-paper-page-pu l c.html
  6. 6. http:// ohn-s-allen.com/galler es/ ue ec/s gns/sl des/w nds gn.html http://www.sw ss-m ss.com/ / /randoseru ackp.html http://www.dv .com/mus cal- nstruments/stentor- -a-v ol n-shoulder-rest-- http://n ceartl fe.com/kerala-a-parad se-on-earth/ http://www.tom ow.com/products/mono/
  7. 7. ntercultural commun ca on EXAMINING THE CULTURE IN INTERCULTURAL DESIGN
  8. 8. Intercultural commun ca on how people think and communicate culture + language + society how people react to design EXAMINING THE CULTURE IN INTERCULTURAL DESIGN
  9. 9. EXAMINING THE CULTURE IN INTERCULTURAL DESIGN https://an cap.wordpress.com/ / / /poverty uneven-demograph cs/ http://www.downw thdes gn.com/ nsp ra on/ - ggest-stock-photography-cl ches/
  10. 10. GEERT HOFSTEDE CULTURAL DIMENSIONS
  11. 11. HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM http://www.healthyplace.com/ logs/an ety-schman ety/ / /a out- od -aman/ http://www.geek nge.com/ / / / est-ep sodes-the-o ce/
  12. 12. HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM / : our me-tested trad onal methods” VS. “what will you accomplish today?” harvard.edu scad.edu
  13. 13. HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE http://usa.autodesk.com/adsk/servlet/pc/ nde d s te https://e ecu ve us nessportra tsnew ersey. les.wordpress.com/ / / mg pp-copy.
  14. 14. HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE symbols of authority ideo.com delo tte.com l m ng work ows / content by user type
  15. 15. HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE https://www.vrt .com/content/verte -sc ence-fa r-mentorsh p-showcase http://www.ama on.co.uk/ he- gnorant- aestro- npred cta le- r ll ance-e ook/
  16. 16. HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE ○emphasize clarity warning messages for unconven onal ehav ors SPAIN cocacola.com FULL INDEX.HTML OF EACH COUNTRY’S SITE
  17. 17. HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY http://www.d scount-supplements.co.uk/ log/unleash- east-w th n/ http://www.challengegym.co.uk/news/ t-fr days- n-fe ruary
  18. 18. HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY AESTHETICS: “in your face” VS. “in our tummies” MEXICO DENMARKkfc.com
  19. 19. HOFSTEDE’S CULTURAL DIMENSIONS: . http://www.korea.net/ out orea/ orean- fe/ es vals https://skep calsunday.wordpress.com/ / / /skepsun- - /
  20. 20. HOFSTEDE’S CULTURAL DIMENSIONS: . FORM DESIGN: “it’ll be worth it” VS. “ t ll e over soon JAPAN HONG KONGstarbucks.com
  21. 21. GEERT HOFSTEDE’S CULTURAL DIMENSIONS INDIVIDUALISM vs. COLLECTIVISM POWER DISTANCE UNCERTAINTY AVOIDANCE MASCULINITY vs. FEMININITY vs. ORIENTATION ○
  22. 22. EDWARD T. HALL HIGH VS. LOW CONTEXT CULTURES
  23. 23. . ource: https://www.omega .com/apps/home/ ce ergs-the-case-and-case-statement-why-fraternal-founda ons-need-to-understand-how-they-all- nteract/ COMMUNICATION a med at roader d verse aud ences COMMUNICATION assumes a shared context and prior knowledge
  24. 24. . : fam l ar content sym ols terms reduce perce ved redundancy ȱ / ȴ Citrix intranet redesign ource: http://awards.des gnfore per ence.com/gallery/ /enterpr se-or- us ness-solu on/c tr
  25. 25. : COLORS AND SYMBOLS http://thestylenote.com/ / / /styl ng- -color-com na ons/ http://commons.w k med a.org/w k / le: nkan.
  26. 26. ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
  27. 27. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” :
  28. 28. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” :
  29. 29. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball dver sements for pharmaceu cals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” :
  30. 30. Elementary school girls in beauty pageants Squirty cheese in a can e ed h gh school football players New oil and gas drills in 2015 Credit card debt Cable news orpora ons-are-people n lateral par sansh p nderfunded educa on Fantasy football or ust foot all ow have corndogs and crea on sm not yet made it onto this list?” “ McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball dver sements for pharmaceu cals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” :
  31. 31. Elementary school girls in beauty pageants Squirty cheese in a can e ed h gh school foot- ball players New oil and gas drills in 2015 Credit card debt Cable news orpora ons-are-people n lateral par sansh p nderfunded educa on Fantasy football or ust foot all ow have corndogs and crea on sm not yet made it onto this list?” “ McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball dver sements for pharmaceu cals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” : ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
  32. 32. : TECHNICAL LOGISTICS http://www.telegraph.co.uk/news/worldnews/as a/ch na/ / h nese-c ty- paints-street-lane-for-mobile-phone-users.html http://g modo.com/ / nternet-speeds-and-costs-around-the-world- shown-v sually http://www.ko k kukan.com/arch ves/ / / - .php http://www. c.com/tam l
  33. 33. DOS AND DON’TS avo d stereotypes /- does your meaning carry across? don t take your values/ knowledge as default be aware of stereotypes they may have of your culture/group don’t assume or judge learn constantly (and do lots of research remember your nov ce status work with local/ cultural liaisons focus on the same not ust the d erent do connect and empathize
  34. 34. ntercultural des gn l ke all des gn is all about people. We’re all in this together. ABOVE ALL ELSE...
  35. 35. THANK YOU SO MUCH! Ƽ INTERCULTURAL DESIGN RESOURCES com ng soon http:// ny.cc/ ntercultural THANKS! hola@smithaprasadh.com http://sm thaprasadh.com @holasmitha http://randomw re.com/why- apanese-we -des gn- s-so-d erent/ apan- ack-to-the-future/

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