Pre-Conference Course: Cross-Cultural User Experience Design - Aaron Marcus

Aaron Marcus and Associates
1196 Euclid Avenue
Berkeley, CA 94708-1640, USA
Email: Aaron.Marcus@AMandA.com
MobTel: +1-510-599-3195, Fax: +1-510-527-1994
Web: www.AMandA.com
Experience Design Intelligence
User-Interface Development
Information Visualization
UXPA 2015 Tutorial Handout Notes
Cross-Cultural
User-Experience
Design
UXPA 2015
Loews Coronado Bay Resort
Coronado, California, USA
22 June 2015, 09:00-17:00
Aaron Marcus, Principal
Aaron Marcus and Associates (AM+A)
1196 Euclid Avenue
Berkeley, CA 94708-1640, USA
MobTel: +1-510-599-3195, Fax: +1-510-527-1994
Email: Aaron.Marcus@AMandA.com
Web: http: //www.AMandA.com
© Copyright 2015 by Aaron Marcus and Associates.
All Rights Reserved
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Cross-Cultural User-Experience Design
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Contents
Section Item
Intro 1 Cover Page
Intro 3 Table of Contents
Intro 3 Instructor’s Biography
Intro 5 Agenda
Intro 7 Learning Objectives and Abstract
Lecture Slides
Lecture 0 Introduction to Content and Speaker
Lecture 1 Cross-Cultural User-Experience Design: Introduction/Case Studies:
Details TBD, per time, questions, and slide sets
Appendix Publication Resources with Bibliographies
Course Description
The full-day workshop summarizes key concepts of user-centered design
(UCD) for use experiences, then focuses on cross-cultural issues.
User experiences (UX) and human-computer interfaces (HCI for desktop,
Web, mobile, and vehicle platforms reach across culturally diverse user
communities, even within a single country/language group, and certainly
across the globe. If UXs/HCIs are to be usable, useful, and appealing to
such a wide range of users, UX/HCI developers must account for cultural
expectations and preferences in globalizing/localizing products and
services. In this tutorial, participants will learn practical principles and
techniques that are immediately useful in terms of both analysis and
design tasks. Participants will have an opportunity discuss each section
and topic as time permits. There will also be short quizzes and several
exercises.
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This tutorial is being given in conjunction with the appearnce of Mr.
Marcus’ latest book sMobile Persusaion Design and HCI/User-
Experience Design: Fast Forward to the Past, Present, and Future, both
being published in 2015 by Springer UK. The book contains the most
complete case studies of each of the ten Machine projects ever
published. Participants may be entitled to a special discount on purchase
of the book.
Agenda
Time Topic
09:00 Session begins
09:00-09:30 Lecture 0: Introduction to Content, Speaker, and
Participants
09:30-10:30 Lecture 1: Cross-Cultural UX Design
10:00-10:15 Exercise 1: Analyze Cross-Cultural Conversations
10:30-11:00 Break
11:00-11:15 Lecture 2: Mobile Phone Cross-Cultural UX Design
11:15-11:30 Lecture 3: Cultural Analysis of Corporate Cultures
11:30-11:45 Lecture 4: Culture Audit Before Translation
11:45-12:00 Discussion of all preceding lectures
12:00-13:00 Lunch
13:00-14:00 Lecture 5: Emerging Chinese UX Design Trends
14:00-15:00 Exercise 2: Analyze UI Components per One Culture
15:00-15:30 Break
15:30-16:45 Exercise 3:
16:45-17:00 Discussion of all preceeding lectures
17:00 Session ends
Detailed Lecture Descriptions and Allocation of Time
Lecture 0: Introduction to instructor and tutorial (15 minutes)
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This period will introduce the presenter and discuss how the techniques
that will be discussed fit into the user-interface development process,
including an introduction to globalization/localization issues. We’ll show
several examples of questionable cross-cultural communication and
discuss several cultural anthropological theories briefly. We’ll ask for
participants’ own experiences in difficulties of communicating across
cultural boundaries.
Lecture 1: Cross-Cultural UX Design (about 60 minutes)
Illustrated lectures will introduce each of five dimensions of culture:
(power distance, individualism vs. collectivism, masculinity vs. femininity,
uncertainty avoidance, and long-term time orientation. For each
dimension, we shall explain the characteristics and their potential impact
of work, education, and family life, and show examples of Websites from
different countries, but with the same subject matter that demonstrate
indigenous cultural characteristics.
We shall examine, also, several major businesses and consumer
Websites for multi-national corporations from several countries (USA:
McDonald’s, Coke; Korea: Samsung; Germany: Siemens) and discuss
the apparent tradeoffs of “universal” vs. localized solution for user-
interface components per culture dimensions. A culture model was used
to analyze variations in user-interface components of corporate global
Website designs for a dozen B2B and B2C companies, including
Siemens, Peoplesoft, McDonalds, and Coca-Cola. In addition, we
discuss a survey of 60 professional analysts of culture and user-interface
design, which resulted in a composite set of 19 culture dimensions and
the top five that emerged from the study to serve as a practical set for
culture analysis of user interfaces.
Lecture 2: Mobile Phone Trends and Cross-Cultural UX Design (15
minutes)
Illustrated lecture will summarize selected trends in mobile phone
products and cite culture differences in example products/services from
the US, Japan, Korea, Taiwan and the US
Lecture 3: Corporate Culture Analysis (15 minutes)
Illustrated lecture will discuss case study of analyzing corporate culture in
multiple countries for an international high technology firm in order to
determine best cities to study development of tools for increassing
cooperation, communication, and collaboration.
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Lecture 4: Culture Audit Before Translation (15 minutes)
Illustrated lecture will show how analysis of concepts, text, imagery, and
symbolism of a user-interface before translation can identify
problemmatic areas that should never be translated in the first place.
Lecture 5: Emerging Chinese UX Design Trends (about 60 minutes)
We investigate the emerging trends in Chinese Web and mobile
products/services that distinguish them from Western examples and
speculate on the emergence of a new approach to UX design based on
Chinese culture.
Exercise 1: Analyze Cross-Cultural Conversations (15 minutes)
Groups ewill study one of approximately eight cross-cultural textual
dialogues and attempt to understand the hidden cultural messages.
Then, the participants will examine the explanation of what is happening
between two people and report their findings and their misconceptions to
the rest of the participants. Discussion will follow depending on the
findings.
Exercise 2: Analyze UI Components per One Culture (60 minutes)
Each group in the tutorial/workshop will study one of the cultural
dimensions and analyze how this dimension might affect fundamental UI
components (metaphors, mental models, navigation, interaction, and
appearance). They will report their findings and discuss them with the
rest of the participants.
Exercise 3: Analyze and Design Screens for one Culture (75
minutes)
Each group in the tutorial will be assigned one target culture and design a
home screen and one or two other screens that demonstrate awareness
of the impact of culture on aspects of functions and data. The Website is
intended to be a medical information Website provided by the
government for its own citizens. Each team will report their intentions and
results, then discuss them with the other participants. Where possible,
comparisons will be made with actual Websites from different countries.
Optional Parallel Exercise 3 (75 minutes)
Each group will be assigned one target culture and design a home
screen and one or two other screens that demonstrate awareness of the
impact of culture on aspects of functions and data for a mobile device
that enables users to find restaurants. Each team will report their
intentions and results, then discuss them with the other participants.
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Learning Objectives and Abstract
Participants in this tutorial will:
§ Learn how cultural dimensions relate to the design of user-interface
components (metaphors, mental models, navigation, interaction, and
appearance).
§ Learn new terms and concepts to understand culture and dimensions of
culture (e.g., power distance, individualism/collectivism,
masculinity/femininity, uncertainty avoidance, and time orientation)
§ Learn about additional culture dimensions, models, and dimensions
(e.g., persuasion, trust, intelligence, cognition) that must be considered.
§ Learn practical trade-offs from studying several multi-national
companies' Web efforts, best-of-breed set of culture dimensions derived
from expert opinions, how mobile devices from Asia and the USA exhibit
culture differences, examples of culture differences and similarities of
Web 2.0 and social networking Websites, how cultural analysis can help
localization of software before translation, and how cultural analysis can
benefit multi-cultural, multi-discipline, multi-national development teams.
Participants will become familiar with the theories of user-centered user-
experience design, culture theory, and the merging of these
developments in the current state of product/services, including deskstop
and mobile applications. Issues discussed will include those from key
technology, social, business, culture, and UI/UX design. Concepts
covered to assist professionals to design more effectively are these:
§ User Analysis: Specification of user demographics and user-
environment, user modeling, task analysis, and business objectives
§ Metaphors: Easy recognized and remembered, fundamental
conceptsconveyed through words, signs, and images
§ Mental models: Appropriate organization of data, functions, tasks,
roles,and people
§ Navigation of mental model: Efficient movement within the mental model
via windows, menus, dialogue boxes, or control panels
§ Interaction: Effective input and output-feedback sequencing
§ Appearance: Quality visual, acoustic, and touch characteristics
§ Information Visualization: Tables, charts, maps, and diagrams
§ Basic visual design: Scale, proportion, rhythm, symmetry, and balance
§ Cross-cultural communication: fundamental theories and dimensions
§ User-centered design process
Participants will learn practical, immediately useful principles/techniques.
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Instructor’s Biography
Aaron Marcus, Principal, AM+A
Mr. Marcus’ company, AM+A, won design awards for three of its ten
Machine mobile persuasion projects, and they have all been published as
case studies. Mr. Marcus has published 350 articles and 15 books since
1968; taught since 1968; and designed/consulted for 48 years. He has
written chapters/case studies for seven Handbooks of UI design,
information appliances, and culture; has presented lectures/organized
panels about cross-cultural user-experience design, mobile persuasion
design, culture, and science- fiction, and HCI since 1980. He is Editor-in-
Chief Emeritus of User Experience, Editor of Information Design Journal,
and an editorial board member of Visible Language and the International
Journal of HCI. He is Visiting Professor at IIT’s Institute of Design,
Chicago; Master, De Tao Academy, Shanghai; and International Advisor,
Dragon Design Foundation, Beijing.
Mr. Marcus received a BA in Physics from Princeton University (1965)
and a BFA and MFA in Graphic Design from Yale University Art School
(1968). He is an internationally recognized authority on the design of user
interfaces, interactive multimedia, and printing/publishing documents. Mr.
Marcus has given tutorials at SIGGRAPH and SIGCHI conferences, and
at seminars for businesses and academic institutions around the world.
He books include Human Factors and Typography for More Readable
Programs (1990), The Cross-GUI Handbook (1990), Graphic Design for
Electronic Documents and User Interfaces (1992), Mobile TV:
Customizing Content and Context (2010), The Past 100 Years of the
Future: UX in Sci-Fi Movies and Television (2012), Mobile Persuasion
Design (2015), and Human-Computer Interaction/User-Experience
Design: Fast Forward to the Past, Present, and Future (2015). Mr.
Marcus was the world’s first professional graphic designer to be involved
full-time in computer graphics (1967), to program a desktop publishing
system (for the AT&T Picturephone, 1969-71), to design virtual realities
(1971-73), and to establish an independent computer-based graphic
design firm (1982). In 1992, he received the National Computer Graphics
Association Industry Achievement Award for contributions to computer
graphics. In 2008, the AIGA named him a Fellow; in 2009, CHI elected
him to the CHI Academy.
Mr. Marcus is Principal Designer/Analyst of Aaron Marcus and
Associates, a user-interface and information-visualization development
firm with more than 33 years of experience in helping people make
smarter decisions faster at work, at home, at play, and on the way. AM+A
has developed user-centered, task-oriented solutions for complex
computer-based design and communication challenges for clients on all
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major platforms (mobile devices, client-server networks, the Web,
information appliances, and vehicles), for most vertical markets, and for
most user communities within companies and among their customers.
AM+A has served corporate, government, education, and consumer-
oriented clients to meet their needs for usable, useful, appealing products
and services with proven improvements in readability, comprehension,
and appeal. AM+A uses its well-established methodology to help them
plan, research, analyze, design, implement, evaluate, train, and
document metaphors, mental models, navigation, interaction and
appearance. AM+A’s clients have included: Apple, BMW, Cisco, HP,
Kaiser, Microsoft, Motorola, NCR, Nokia, Oracle, Sabre, Samsung, SAP,
Siemens, US Federal Reserve Bank, Visa, Wells Fargo Bank, and Xerox,
among others.
Tutorial Slides
Presentation slides appear on the following pages, which include
publication resources and bibliographies.
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Aaron Marcus and Associates !Lecture: !!
Presentation !Introduction to Aaron Marcus and Associates
! !!
!
!Aaron Marcus and Associates !AM+A, www.AMandA.com Page!
Aaron Marcus and Associates, Inc., www.AMandA.com, 1!AM+A!
AM+A: What We Do, How We Do It,
How We Add Value!
  Aaron Marcus, Principal!
  Aaron Marcus and Associates (AM+A)!
  1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA!
  Tel: +1-510-599-3195, Fax: +1-510-527-1994, Email: Aaron.Marcus@AMandA.com !
  Web: www.AMandA.com 
Facebook: http://www.facebook.com/AMandAssociates!
  LinkedIn: http://www.linkedin.com/company/aaron-marcus-and-associates-inc-!
  YouTube: http://www.youtube.com/user/AMandAssociates 
Twitter: http://www.twitter.com/amandaberkeley!
Our Company!
n  34 Years of experience in user-interface and
information-visualization design/analysis !
n  Multi-disciplinary, multi-cultural Associates!
n  Experienced with most platforms, user groups, and
vertical markets!
n  Strong brand, Web/mobile/vehicle clients: Apple,
AT+T, BMW, Daimler, eBay, Cisco, HP, Microsoft,
Motorola, Nokia, SAP, Samsung, Siemens, Wells
Fargo Bank, US Federal Reserve Bank!
n  Principal and founder: Aaron Marcus!
Aaron Marcus, Founder, Principal,
Principal Designer/Analyst!
n  First graphic designer to use computers!
n  Visionary, pioneer, professional, teacher, researcher,
author/co-author of 16 books, 350 publications!
n  Award winner: NY Art Directors Club, NY Type
Directors Club, ID Magazine, NCGA Industry
achievement award, ICOGRADA!
n  AIGA Fellow, CHI Academy, BFMA Lifetime
Contribution Award, UXPA Service Award, ACM!
n  Past Co-Principal Investigator, DARPA research in
program visualization!
Research: User-Experience Spaces 
= Opportunity Spaces!
n  I-ware = Me-ware,  
My-ware!
n  You-ware = Love-ware!
n  Fun-ware!
n  Buy-ware = Sell-ware!
n  Know-ware = Who- 
What-Why-Where-
When-ware!
n  Be-ware = Self-aware!
Marcus, Aaron (2004). "Six Degrees of Separation," User Experience, June 2004, pp. 16

Books, Publications!
Books, Publications!
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!
Clients, Projects!
  Am Express !Nokia !!
  AT&T !Oracle !!
  BMW !Ricoh !!
  Citigroup !Sabre!
  DuPont !Samsung!
  Kodak !SAP!
  eBay !Siemens!
  Epson !3M!
  Fujitsu !US Fed Reserve Bank!
  GE !Virgin America!
  GM !Visa!
  Honeywell !Xerox!
  HP !!
  IBM!
  Intel!
  J. Paul Getty Trust!
  Kaiser!
  Learning Company!
  Livescribe!
  Microsoft !!
  Motorola ! !
!!
*12 of 30 Dow Jones Industrial Average™ Firms

AM+A Example Mobile Projects, 1/2 !
n  AM+A: Designed UIs for wrist-top devices; mobile YouTube using social
network theory; mobile LoCoS, a universal sign language, 2002-2007.!
n  AM+A: Evaluated and designed Green Machine, Health Machine, Money
Machine, Story Machine, Innovation Machine, Travel Machine, and Driving
Machine, mobile-app concepts combining info design and persuasion
design, 2009-12. Won design awards for first three machines, published
first five, including book to appear in 2013 !
n  AT+T: Designed corporate identity prototypes for PC-based phones, 1994!
n  Cisco: Evaluated usability of Internet phones, 2000.!
n  Equilibrio: UI usability and design for mobile personal trainer, 2006!
n  Microsoft: Designed 4 prototype content channels for SmartWatch, 2005.!
.!
AM+A: Example Mobile Projects, 2/2 !
n  Motorola: Designed look and feel for GPS device, 1989-92; designed
portion of UI for Marconi PDA, 1994; designed video-related UIs, 2007!
n  Nokia (Finland, UK): Usability review, Nokia 9000, 1996; designed ppt
about UI design for 3rd-party developers, 2002; designed UIs, 2006.!
n  Qwest: Designed gadget concepts to manage media, 2006.!
n  Samsung (Korea and Israel): Trained developers, 1997, 2005; designed
100 UI concepts for future US smartphones, 2000.!
n  San Jose Police: Detailed user evaluations for mobile in-vehicle telecom
system; published case study, 2004. !
n  Siemens (Germany): Trained/consulted with mobile UI developers, 2004.!
n  Ubitrotech (US and Korea): Designed UI for GPS device, 2008.!
Our Vision and Mission!
 AM+A helps people  
make smarter decisions faster:  
anyone, any time, any place,  
any technology, any market,  
any subject matter!
 AM+A shapes the way technology  
affects everyday life  
through effective and compelling  
user-interface and information-visualization
development!
Our Objectives!
n ! Assist or help build centers of excellence  
for user-interface development!
n  Engage satisfied users via 
user-centered user-interface (UI) development  
that cost-effectively optimizes UIs!
n  Ensure usability, usefulness, and appeal  
in the user experience!
UI Development Process!
n  Planning: brainstorming!
n  Research: technology, design issues, strategies!
n  Analysis: user profiles, use scenarios, prototypes!
n  Design: content, applications, branding, storyselling!
n  Implementation: scripting, coding, final production!
n  Evaluation: focus groups, user tests, heuristic evals.!
n  Documentation: guidelines, patterns, specifications!
n  Training: courseware, tutorials, mentoring!
n  Maintenance: continuing client relations!
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UI Components!
n  Metaphors: Clear concepts via words, images,
sounds, music!
n  Mental Models: Easy assimilation  
of data, functions, tasks, and roles of people  
at work, play, or on the way!
n  Navigation: Efficient movement in menus, windows!
n  Interaction: Effective input/output, feedback!
n  Appearance: Quality perceptual characteristics,  
including visual, verbal, auditory, haptic, etc.!
Powerful User Experience  
via User-Centered Development!
n  Focus on usability!
n  Attend to user experience and branding!
n  Attend to technology!
n  Consider culture/globalization issues!
n  Look for opportunities related to visualization 
and sonification!
n  Look for opportunities for innovation!
Our Projects: Designing/Evaluating
UX, UI, and Information Visualization!
n  Applications: mobile, associated Web portals,
desktop, vehicle, appliances!
n  Prototypes and demos !
n  Executive presentations!
n  Icons, symbols, logos!
n  Tables, forms, charts, maps, diagrams!
n  Publications, documentation!
n  Research, strategic design planning!
Nokia Projects!
n  1996: Nokia Finland!
n  Reviewed Nokia documentation for technical documentation group!
n  Reviewed UI for Communicator 9000 before intro to USA!
n  Tutorials in Helsinki and Oulu!
n  Reviewed Christian Lindholm’s lecture at HCI UK!
n  Designed Powerpoint presentation to explain UI philosophy to
third-party developers worldwide!
n  2005: Nokia UK!
n  Designed future UI concepts for Nokia Design Center!
www.ThreeDegrees.com: Web-based 
Messaging, File-Sharing for Teens !
Targeted to  
“Net Generation,
Microsoft’s first
user-centered  
UI development,
which led to a 
new division, 
now absorbed 
int Microsoft’s 
latest .net 
offerings!
Mobile Products: Motorola  
Smart-Car User-Interface Design!
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Prototype: Samsung Advanced  
Mobile Device Concepts!
Samsung Wireless Information
Device: Design Concepts!
Samsung Wireless Information
Device: User Observation!
Prototype: Message Manager  
For a Wrist-top Device!
Microsoft Smart Watch:  
Prototype Channels!
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was not found in the ﬁle.
The image part with relationship ID
rId1 was not found in the ﬁle.
BMW: Human Factors of the Driver
Experience!
n  Design for safety!
n  Avoid cognitive and sensory overload!
n  Reduce complexity!
n  Use graphical UI interface only when necessary!
n  Allow customization of information!
n  Use of physical controls!
n  Follow driver-centered design process!
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!
HP Labs: Executive Storyselling
Presentations, Scenarios!
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relationship ID rId1 was not
found in the file.
The image part with relationship ID rId1 was
not found in the file.
Nokia: Marketing Presentation to
Software Developers Worldwide!
n  Presented UI philosophy to attract and cultivate community
of loyal developers, operators, and journalists!
Anoto (LiveScribe’s Smartpen):
Next Gen of Leapfrog’s Fly Pentop!
n  Fly was successful Leapfrog toy !
n  Tool can speak, translate, play music, record,
recognize writing marks, compute, communicate!
Smartpen!
Fly pen!
Training Products/Services!
n  Cogito-Learning Media: designed and produced
over 30 award-winning computer-based training
products in three business lines!
n  Oracle Worldwide Training: designed and
produced CD-ROM training products, including one
AM+A wrote/illustrated about UI design; designed
first-ever UI guidelines for Web-based training!
n  Tutorials: 1-15 days at conferences, universities,
on-site at corporations worldwide, and via the Web!
Icon Designs, 1/3!
Icon Designs, 2/3!
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!
Icon Designs, 3/3, Logo!
Prototype: Vehicle Dashboard
Information-Visualization!
Mobile Persuasion Design: Changing 
Behavior Through Info + Persuasion!
Green Machine, 1/2!
Green Machine, 2/3!
Health Machine, 1/3!
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!
Story Machine!
Our Process!
Assimilation,!
Needs 
Analysis

Analysis, 
Information 
Design

Visual 
Design

Product, 
Service, User!
Evaluation

Building,  
Integration, 
Validation!
Metaphors 
 
Mental Models!
 
Navigation 
!
Interaction!
!
Appearance!
Our Testing Process!
  *Deliverables!
Assimilation,!
Needs 
Analysis

Test Design

Analysis,!
Documenta-!
tion!
User Testing

Business Objectives!
Client Survey 
Product Review!
User Profile!
Test Plan*!
Scenarios and Tasks!
User Recruitment!
User Scheduling!
Product Preparation!
Test Script*!
Moderator Set-Up!
Observer Set-Up!
Video Set-Up!
6-8 Test Sessions*!
Observation Summary!
Compilation of Results!
Final Report*!
Our Deliverables*!
Assimilation,!
Needs 
Analysis

Analysis, 
Information 
Design

Document 
Management

Building,  
Integration, 
Validation!
Proposal 
Tasks/Schedule/Budget!
Resource Allocation!
Extranet/Team Center Set-up 
Communication Protocol 
Project Archive 
Project Plan 
Kick-Off Agenda, Meeting!
Progress Reports*!
Extranet Management!
Client Communications!
Milestone Meetings!
Project 
Management

Visual 
Design

Business Objectives!
Product Strategy!
Market Analysis 
Target Audience 
Feature Definition 
Content Audit!
Technical Requirements!
Visual Requirements!
Team Roles!
Scope Validation!
Findings and  
Recommendations*!
User Profiles!
Task Scenarios!
Feature Descriptons!
Content Organization!
Site/Application Map*!
Screen Layout (Schematics)* 
Template Design*!
Interaction Model* 
!
Feature Development*!
Script Development*!
Content Development*!
Screen Design*!
Icon/Logo/Widget Design*!
Brand Extension*!
Palette Development*!
Information Visualization*!
Style Guiides*!
!
Audio Design*!
Animation*!
Graphic Production*!
Demo Production*!
Prototype Production*!
Front-end Coding*!
Quality Assurance!
!
Cross-Platform Validation!
Engineering Management!
Development !
Guidelines*!
Heuristic Evaluation*!
Usability Research*!
Focus Groups*!
User Testing*!
Customer-Experience Analysis*!
User/Product!
Evaluation

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Design Process Artifacts!
User Research!
User Models, User Proﬁles!
Participatory Design!
InfoArchitecture Diagram: Framework!
InfoArchitecture Diagram: Scenarios !
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UI Design Sketches!
Visual Design: Examples!
Visual Design Examples!
Visual Design Examples!
Visual Design: Examples!
Our Services!
n  User-interface and information-visualization design!
n  Design-strategy consulting, competitive analysis!
n  Usability research, context analysis, ethnography!
n  Design guidelines development!
n  Training: UCD, UI, mobile, culture, info visualization!
n  Heuristic evaluations, focus groups, user testing!
n  User experience/brand analysis!
n  Improving corporate centers of excellence!
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Our Value: Improving Usability,
Usefulness, and Appeal!
n  Increase 
- Appeal 
- Sales 
- Productivity 
- Return on investment (ROI) !
n  Decrease 
- User errors 
- Training costs 
- Late design-change costs 
- User support costs, e.g., for call centers!
Our Advantage!
n  Emphasis on users!
n  Rigorous, thorough approach!
n  International, proven experience!
n  Flexible, focused teams!
n  Industry thought leader with 45 years of experience!
AM+A: What We Do, How We Do It,
How We Add Value!
  1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA!
  Tel: +1-510-599-3195, Fax: +1-510-527-1994, Email: Aaron.Marcus@AMandA.com !
  YouTube: http://www.youtube.com/user/AMandAssociates 
Twitter: http://www.twitter.com/amandaberkeley!
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© Copyright 2015 by Aaron Marcus and Associates !AM+A, www.AMandA.com !Page !!
Lecture: Cross-Cultural User-Experience Design !Speaker: Aaron Marcus, President, AM+A !!
!!
! !!
!
Aaron Marcus and Associates, www.AMandA.com, Slide 1!AM+A!
Cross-Cultural User-Experience  
Design: What? So What? Now What?"
  Aaron Marcus, Principal"
  Aaron Marcus and Associates, (AM+A)!
   
1196 Euclid Avenue, Berkeley, California 94708-1640, USA!
  MobTel: +1-510-499-3195, Fax: +1-510-527-1994, Email: Aaron.Marcus@AMandA.com !
  YouTube: http://www.youtube.com/user/AMandAssociates!
  Twitter: http://www.twitter.com/amandaberkeley !
!
Presentation  
Summary"
n  Introduction  
and some definitions!
n  Culture and user- 
experience (UX)  
design: theory  
and practice!
n  Some challenges  
ahead: evolution  
and revolution !!
Microsoft Applications: What’s
Different in USA, China, Japan?"
Culture Quiz: Which button position
signifies that the lights are On?"
n  Culture affects what we notice, know, do, and feel!
  See: Oshlyansky, Lidia; Thimbleby, Harold; Cairns, Paul (2004). “Breaking
Affordance: Culture as Context.” NORDICHI 2004, Tampere, Finland , ACM
Conf. Proceedings , Vol. 82, pp. 81-84. UK: Down = Off; USA Down = On. !
Culture Quiz: Would you Feel Lost?"
n  In movie “Black Robe” (1991), 17th-century French priest
feels lost in Canadian forest, kneels to pray before dying…
until interrupted by his Native-American companions who
pass him by, ask him what in the world he is doing?!!
n  Would you notice the “street signs,” or even the “streets”?!
Barbie in China: Mattel must Account
for Studiousness Kids in Toys"
n  Mattel relaunches weak first Barbie brand !
!
[Burkitt, Laurie (2013). “Mattel Gives Barbie a Makeover for China: U.S. Toy Maker Launches Fresh
Effort to Endear All-American Doll to Chinese Consumers.” Wall Street Journal, 07 November 2013.]!
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Graduation in Hong Kong: Teddy
Bears for Graduates"
n  No graduate caught without a cuddly at HKPU!
!
[http://www.givegift.com.hk/graduation-flower-bear, 17 November 2013.]!
Delicacies in South Korea:  
Wiggling Octopus on the Plate"
n  Would you like your food moving?!
!
[www.youtube.com/watch?v=8F1IB1Q08qM, 17 November 2013.]!
Favorite Colors of India: Holi Festival
Throws Color on Throngs"
n  Would you typically douse your friends with color?!
!
[http://imagebing.portrait-photo.net/holi-celebration-ahmedabad-india/, 17 November 2013.]!
Brazilian Street Graffiti: São Paulo’s
Batman’s Alley Extravaganza"
n  Do your streets look like this?!
!
[Photos by Aaron Marcus in Batmans Alley, São Paolo, Brazil, September 2013.]!
Introduction"
n  Modern technology and commerce permit global
distribution of products, services to increasingly
diverse users!
n  Traditional user-interface (UI) design and usability
disciplines: Improve performance and productivity!
n  User-experience (UX) design issues: Even more
complex and challenging!
n  Culture analysis offers a way to understand, even
measure, differences and similarities of UX"
Some Definitions: User Interface and
Information-Visualization"
n  User-interface components!
n  Metaphors: Essential concepts in words, images, sounds, touch!
n  Mental Models: Organization of data, functions, tasks, roles,  
of people at work or play, static or mobile!
n  Navigation: Movement through mental models via  
windows, dialogue boxes, buttons, links, etc.!
n  Interaction: Input/output techniques, feedback!
n  Appearance: Visual, verbal, acoustic, tactile!
n  Information visualization/sonification !
n  Representations of structures and processes!
n  Abstract vs. representational!
n  Classical: Tables, forms, charts, maps, diagrams!
n  Innovations: Hyperbolic browser, Tree maps, Table lens!
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Some Definitions:  
User-Experience (UX) Design"
n  Enlarged scope of objectives for products/services!
n  Usability: Efficient, effective, satisfying (ISO definition)!
n  Usefulness: Fits the user’s needs/desires well!
n  Appeal: Delight, fun, engagement, emotions, branding!
n  Experience covers all stakeholder “touch-points”!
n  Buyer, customer, user, learner, expert, advocate, staff, investor!
n  Focus on content, brand, emotions!
n  Example: Apple iPod success, from zero to hero in one year !
n  Evaluation techniques shift!
n  Ethnographic analysis, shadowing, as well as focus groups, tests!
n  Underlying emotional motivations of “non-rational” customers!
n  Users involved within socio-cultural context!
User-Experience Spaces: 
Opportunity Spaces"
n  I-ware = Me-ware,  
My-ware!
n  You-ware = Love-ware!
n  Fun-ware!
n  Buy-ware = Sell-ware!
n  Know-ware = Who- 
What-Why-Where-
When-ware!
n  Be-ware = Self-aware!
Marcus, Aaron (2004). "Six Degrees of Separation," User Experience, June 2004, pp. 16!
UX Development Process + Culture
and Globalization Awareness"
n  Plan: brainstorming information sonification!
n  Research: technology, design issues, strategies!
n  Analyze: user profiles, use scenarios, prototypes!
n  Design: content, applications, brand, storyselling!
n  Implement: scripting, coding, final production!
n  Evaluate: focus groups, user tests, heuristic evals.!
n  Document: guidelines, patterns, specifications!
n  Train: courseware, tutorials, mentoring!
n  Maintain: continuing client relations!
Culture as a Context and Technique"
n  Culture interested in large-scale and small-scale
group behaviors (rituals), leaders/followers, values,
artifacts, signs!
n  Many culture models exist as bases for analysis,
design, evaluation!
n  Culture analysis related to semiotics/semiologie,
the science of signs: what do things “mean”!
n  Culture affects every aspect of tool-, sign-making!
n  Culture-centered design seems “inevitable”!
Culture-Centered Design"
n  Designers aware of culture!
n  “Meaning” derives both from the designer and
what the user brings to the artifact!
n  In era of instant, global media, cultures are always
being affected and evolving!
n  Remember: Chinese culture was not always “Confucian”!
n  Remember: USA golf sport imported to Japan is more like a religion!
n  Designers cannot escape being biased culturally!
n  All designed artifacts are cultural objects!
The Web: an Example of Culture-
Centered UX Design"
n  Immediate global communication, interaction,
and UX!
n  Web = Cultural artifact!
n  Localization issues far beyond translation!
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Should every Website look like this?"
Which Website for Saudi Arabia  
is Better?"
“Saudi king tells
newspapers to
not run photos  
of women.”  
[San Francisco
Chronicle, 17
May 2006, p.A2.]!
Arabia On.Line"
!
!
!
!
!
!
Original Revised!
Aaron Marcus and Associates, Inc., www.AMandA.com, 14AM+A
Arabia On.Line
Yahoo.com vs. Maktoob.com"
n  165m (04): Most in world 4m (05): Most in Arab World!
Examples of South Africa, India: 
Many Challenges, Opportunities"
n  Many races, ethnic groups, languages!
!
Beckwith and Fisher,
Rituals of Africa,
Abrams, New York, 2000
[BusinessWeek,
5 July 2004, p. 14]
Greg Hom, Devi,
Liquid Comics, Bangalore, 2006
Exhibit at LACMA, 1109-0210
International/Intercultural Issues,
1/3"
n  Geographic, political, linguistic!
–  Example: ISO CRT-color, icon, and UI standards!
–  Example: Canadian bilingual requirements!
–  Example: Currency, time, physical measurements!
Apple iLife Website
Country/Language
Switcher!
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International/Intercultural Issues,
2/3"
n  Religious, historical, aesthetic:!
n  Calendars, “Le weekend” = Thu/Fri in some Islamic nations!
n  Color/type/signs/terms!
[Wall Street Journal, 21Jan04, p B7]!
[Iraq issue = http://www.npr.org/templates/story/story.php?storyId=4540715]!
International/Cultural Issues: Color
Sets, 3/3"
n  Sacred Colors 
 
 
!
n  High- vs. Low-Chroma Colors!
Example: Flag’s Colors Refer to
Cultures, Religions, Histories"
Example: Aesthetic Differences of
Dionysus/Apollo"
n  Cultural preferences exist for color, layout,  
textures, and patterns!
n  Europe/USA/Chinese/Japanese/Indian architecture,
painting, sculpture exhibit typical preferences!
n  Traditional vs. popular styles:  
Japan: Highest = B+W, asymmetric balance!
n  Speciﬁc attitudes: Body parts, Harel, Prabhu
research in China, Japan [IWIPS99 Proc.]!
Localization"
n  Small-scale communities with preferred jargon,  
signs, rituals:!
–  Afﬁnity group example: USA Saturn owners!
–  Social group example: Japanese housewives!
–  Web group example (geo-dispersed): MP3.com!
–  Not lifestyle groups: Clausen, Faded Mosaic, 2000!
–  Resources: LISA, Hoft, Sapient.com, etc.!
Business Challenges: How to
Account for UX and Culture?"
n  Determine optimum characteristics: Relies on
market and user data !
n  Assist and appeal to target markets: Achieves
short-term and long-term success!
n  Avoid too many variations: Wastes time and
money!
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Culture Theorists, Models, and
Dimension"
n  Benedict,Ruth, Patterns of Culture, 1939 !
n  Hall, Edward: Context and time !
n  Hofstede, Geert: 5 dimensions for 50+ countries!
n  Kluckhohn and Strodtbeck: Value orientations!
n  Schwartz, Shalom H.: 7 dimensions for 39 countries!
n  Trompenaars Fons (including Parson’s Pattern
Variables): Riding the Waves of Culture!
n  Victor, David: Cultural features!
Geert Hofstede’s Cultural
Dimensions"
n  Cultures and Organizations: Software of the
Mind, Geert Hofstede, McGraw-Hill, 1997; with 
Gert Jan Hofstede, revised, expanded, 2005!
n  Hofstede examined IBM employees in 50
countries, 1978-83; analyzed statistical data!
n  Culture: Patterns of thinking, feeling, acting
programmed by a particular group, not
“refinement of the mind,” civilization!
n  Differences of cultural manifestations: rituals,
symbols, heroes/heroines, values!
Hofstede’s 5 Dimensions of Culture"
n  Power-distance!
n  Collectivism vs. individualism!
n  Femininity vs. masculinity!
n  Uncertainty avoidance!
n  Long- vs. short-term orientation!
Power Distance (PD)"
n  Extent to which less powerful members expect,
accept unequal power distribution!
n  High PD countries!
n  Centralized power in few hands; tall hierarchies!
n  Ideal boss = benevolent autocrat, good father!
n  Subordinates expected to be told what to do!
n  Low PD countries!
n  Subs and Supers consider each other equals!
n  Changeable roles; decentralized, flat hierarchy!
Implications for Global UX Design:
Examples for High Power Distance"
n  Structured, guided access to information !
n  Emphasis on larger social/ moral order (e.g.
nationalism/ religion brought into Web context)!
n  Focus on expertise (authoritative content) and
leaders (rather than customers/employees)!
n  Integrated security, unhidden “restrictions”!
n  Importance of certifications, awards, logos!
n  Social role used to organize information (e.g.
special managers’ sections)!
Examples of PD Index (PDI) in Web"
!Contrasting University Websites: !
n  Malaysia (PDI rating of 104; highest in Hofstede’s
index)!
n  www.uum.edu.my (Universiti Utara Malaysia)!
n  Netherlands (PDI = 38; 40/53)!
n  www.tue.nl (Technische Universiteit Eindhoven)!
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Examples: University Home Pages"
Examples: University Home Pages"
Examples: Malaysia University
Home Pages, 2011 and 2015"
Examples: Malaysian University
Home Pages, 2011, 2015"
§ Still shows men, leaders!
Examples: Dutch University Home
Pages, 2011, 2015"
§ Still shows women, students, asymmetric design!
Individualism vs. Collectivism"
n  Individualism: Ties between individuals loose:
everyone expected to look after one’s self or his/
her immediate family (nuclear families)!
n  Samsung ads: appealing to egotists"
n  Collectivism: People from birth integrated into
strong, cohesive in-groups, which continue to
protect them in exchange for unquestioning
loyalty (extended families)!
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Power Distance vs. 
Individualism-Collectivism"
Individual!
!
!
!
!
Individual-!
ism Index!
!
!
!
!
!
Collective!
Low Power Distance Index High!
• France!
• Italy!
• South Africa!
• Japan!• Brazil!
•Mexico!
•Singapore!• Korea!
• Costa Rica!
• Israel! • Finland!• Germany!
• USA!
Examples of Individualism vs.
Collectivism"
n  Work: "
n  Individual: Personal time, freedom, challenge, external
motivation, material rewards!
n  Collective: Training, physical conditions, use of skills, internal
motivation!
n  Family: Honesty/truth vs. harmony!
n  Individual: Honesty/truth, talking, guilt, self-respect!
n  Collective: Harmony, not talking, shame, losing face!
n  Education"
n  Individual: Private schools !
n  Collective: Public schools!
Key Differences: Individualism vs.
Collectivism "
n  Individualism!
n  Individual social/economic interests dominate!
n  Right to privacy; private opinions expected!
n  Strong political power of voters; greater press freedom!
n  Ideology of freedom, self-motivation"
n  Collectivism!
n  Collective soc/econ interests dominate!
n  State dominates economy, press, !
n  Consensus = ultimate goal!
n  Ideology of equality, harmony!
Implications for Global UX Design"
n  Individualism!
n  Focus on maximizing personal achievement !
n  Materialism and consumerism demonstrate individual success!
n  Controversial speech and extreme claims encourage "truth"!
n  Images of youth/activity, rather than age/wisdom/"being")!
n  Collectivism!
n  Individual roles downplayed (e.g., just product); group focus!
n  Preference for socially supportive and constrained claims!
n  Controversy discouraged: tends to divide people!
n  Respect for tradition (historical focus)!
Examples of Individualism/
Collectivism on the Web"
!National Parks:!
n  Individualism: United States (IDV = 91; highest
rating)!
n  www.nps.gov/glba/evc.htm (Glacier Bay National Park)!
n  Collectivism: Costa Rica (IDV = 15; 46/53)!
n  www.tourism-costarica.com/ (National Parks of Costa Rica)!
Examples: Website Home Pages"
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Gender: Femininity vs. Masculinity"
n  Traditional Gender Roles (not physical differences)!
n  Men: Assertive, competitive, tough!
n  Women: Home/children, people-oriented, tender"
n  Hofstede’s Culture Deﬁnition:!
n  Masculine: roles distinct; feminine: roles overlap!
[Time, 12 Apr 04, p23;!
The Hindu, 28 Mar 04, p1]!
Masculinity Index Values  
for Selected Countries"
n  95 Japan!
n  79 Austria!
n  62 USA (South Africa 63)!
n  53 Arab countries (inc SA)!
n  47 Israel!
n  43 France!
n  39 South Korea!
n  05 Sweden!
[Time, 26 November 2007, pp. 8-9]!
Power Distance vs. Masculinity"
Low Power Distance Index High!
Masculine!
!
!
!
!
Masculinity!
Index!
!
!
!
!
!
Feminine!
• Japan!
• Italy!
•South Korea!
•Singapore!
•Norway!
•Sweden!
• Finland!
• South Africa!
•Austria!
•USA!
Traditional Work Goals"
n  Masculine (achievement)!
n  Earnings!
n  Recognition!
n  Advancement!
n  Challenge!
n  Feminine (relations)!
n  Manager: Good working relation with direct supervisors!
n  Cooperation: Work with people who cooperate well!
n  Living area: Live in desirable location for one’s self and family!
n  Employment security: Physically safe and be able to work for as
long one wishes!
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Implications for Global UX Design"
n  Masculine!
n  Traditional gender/ family/ age distinctions emphasized; work
tasks/ roles given preference !
n  Mastery most important; Websites designed for exploration, control!
n  Games/competitions held grab attention!
n  Artwork may be utilitarian/ instrumental!
n  Feminine!
n  Gender/work roles blurred !
n  Mutual exchange and support more important than master!
n  Website task-oriented and provide quick results for limited task !
n  More emotional/aesthetic appeal!
Examples of Masculinity/ Femininity
on the Web"
!Gender-oriented sites:!
n  Masculinity: Japan = 95 (highest MAS)!
n  woman.excite.co.jp - women’s site!
n  www.isize.com/top - site for young adults!
n  USA = 52 (15/53)!
n  www.chickclick.com!
n  Femininity: Sweden = 5 (lowest of 53 nations)!
n  se.excite.com!
Excite/Japan for Males, Females"
Excite/Japan for Males, Females"
USA and Sweden"
é  USA: Chickclick.com for chicks!
ì  Sweden/Excite: no gendered sites!
Uncertainty Avoidance"
n  Feeling threatened by uncertain/unknown!
n  Fear/risk vs. anxiety: Known vs. unknown!
n  Countries vary in formality, punctuality, certainty
requirements!
n  Extreme uncertainty creates intolerable anxiety;
law, religion seek to reduce it!
n  Intolerance of ambiguity!
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High vs. Low Uncertainty Avoidance"
n  High!
n  People seem busy, emotional, aggressive, active!
n  What is different is dangerous, dangerous and dirty related!
n  Students expect teachers to be experts with all the answers!
n  Shun ambiguous situations; prepared to engage in risky behavior
to reduce ambiguities, like starting a ﬁght, instead of waiting!
n  Low!
n  Quiet, easy-going, indolent, controlled, lazy!
n  What is different is curious (or ridiculous)!
n  Students respect plain language, teacher who may not know all!
n  Deﬁnitions of clean/dirty; safe/dangerous differ widely by country!
Implications for Global UX Design: 
High UA"
n  High!
n  Keep it simple!
n  Reveal results/ implications of actions!
n  Make attempt to prevent looping/ becoming "lost in cyberspace"!
n  Use constraints/task animations/models to reduce "user error"!
n  Carefully encode meaning through multiple redundant cues!
n  Low!
n  Complexity and risk more valued: less protection from failure!
n  Less controlled navigation: Links may open windows, change site!
n  Help system focuses on information; task orientation secondary!
n  Coding of color/ shape/ texture cues used to maximize information;
need not be so redundant!
Examples of Uncertainty Avoidance
on the Web"
!Airline Companies:!
!
n  Belgium = 94 (5+6/53)!
n  www.sabena.com!
n  UK = 35 (47/53)!
n  www.britishairways.com!
Examples: Airline Home Pages"
Examples: Airline Home Pages"
What Happens Over Time? Airline
Home Pages Change…But…"
Sabena British Airways!
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Comparison of UA for 2003 Airline
Websites "
n  Inside travel booking pane!
n  Sabena, Belgium: 19!
n  British Airways, United Kingdom: 16!
n  Outside the travel booking pane!
n  Sabena, Belgium: 23!
n  British Airways, United Kingdom: 43!
n  Culture differences survive  
design improvements!!
Long- vs. Short-Term Time  
Orientation: Confucian Dynamism"
n  Stable society requires unequal relations!
n  Family is prototype of all social organizations!
n  Virtuous behavior to others = not treating others
as one would not like to be treated!
n  Virtue re one's task in life = trying to acquire
skills and education, working hard, being frugal,
being patient, persevering"
n  Practice oriented, not belief (truth) oriented!
Long-term orientation (LTO)  
Ranking for Some of 23 Countries"
n  01 !China !
n  04 !Japan!
n  17 !USA!
n  22 !Nigeria!
n  23 !Pakistan!
Implications for Global UX Design:
Long-Term Orientation"
n  Practice more important than theory!
n  Accomplishing the task sufﬁcient; expertise not
required!
n  Personal network provides resources for
achievement (cf. Chinese Guanxi principle)!
Examples of Long/Short-Term Time
Orientation on the Web"
!Siemens:!
n  Germany = 31 (14/23)!
n  www.siemens.com/de!
n  China = 118 (highest LTO)!
n  www.siemens.com.cn!
Examples: Germany and China"
  Siemens Germany Siemens China!
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!
Summary: China vs. Germany"
n  Germany!
n  Design that is appropriate just for now (will be outdated in a
certain amount of time)!
n  Concentration on just showing task or product!
n  Function, mastery, organization-oriented!
n  China (Long-term time orientation):!
n  Soft focus!
n  Warm, fuzzy images"
n  Timeless, classic design!
n  Emphasis on people images"
Cautions with Hofstede’s Culture
Model"
n  Old data, pre-post-modern (no emphasis on
media, sociology of culture, politics of culture)!
n  Corporate subjects only!
n  Assumes one culture per country!
n  Assumes fixed, unchanging relationships!
n  Gender roles, definitions debatable!
n  Seems too general, stereotypical!
n  Nevertheless: use widespread!
How to Work with Cultural Models:
Examples from China and Germany "
n  Honold, Pia!
n  “Learning How to Use a Cellular Phone: Comparison Between
German and Chinese Users,” Jour. STC, Vol. 46, No. 2, May 1999,
pp. 196-205. (now Pia Quaet-Faslem)!
n  Lee, Ook !
n  “The Role of Cultural Protocol in Media Choice in a Confucian Virtual
Workplace,” IEEE Trans.Prof. Comm., 43:2, Jun 00, pp. 196-200.!
n  Choong and Salvendy!
n  Internat. J. of HCI, 1999. Studied Chinese/USA mental models of
house: thematic vs. functional/categories; better performance/memory
with own model. See: Carroll, J. M., “Using Design Rational to Manage
Culture-Bound Metaphors for Internat. UIs,“ IWIPS 99, Proc., p 125-132.!
AM+A Used Hofstede to Study Web
Design and Culture"
n  12 corporate, global Websites!
n  Long case study in Visible Language: 38:1, 2004, 64pp.!
n  Short report: Proceedings of IWIPS 2003, 10 pp.!
Websites Analyzed"
n  Used Hofstede, but could have used other models!
n  “Mature” company Websites with parallel content
in multiple countries !
n  Consumer (B2C) and business-to-business (B2B)
sites!
Cross-Cultural Matrix: UI  
Components vs. Culture Dimensions"
User-!
Interface 
Component:  
Appearance!
Hofstede Culture Dimension: 
Power Distance (PD)!
Low PD" High PD"
Appearance! Images of
people, groups; 
daily activities;
popular music,
symbols,
typefaces,
layouts, colors;
informal speech !
Images of leaders;
national/corporate/govt
themes, slogans,
insignia, logos,
symbols, typefaces,
layouts, colors; official
anthems, formal
speech!
31

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!
Example: Power Distance vs.
Metaphors"
n  Siemens Website: Personal images vs. official
buildings!
n  Netherlands (PD 38) Malaysia (PD 104) !
Metaphor for “Home”: the
face / eyes of a person !
Metaphor for “Home”: an
official building!
Example: Power Distance vs.
Navigation"
n  Sapient Website: amount of options provided !
n  Germany (PD 35) India (PD 77) !
Open access, multiple
options!
Restricted access and
choices, prescribed routes !
How do I apply for a position
at Sapient?Send your
complete application with CV,
picture and job reference to
our hiring team in Düsseldorf
or Munich. Furthermore you
have the possibility to apply
via email. Fill out the online
form or send your own digital
application to:
Karriere@sapient.com. It does
no matter, how you apply, we
try hard for a quick handling
and you will hear from us
soon. !
How do I apply for a position
at Sapient?Register now to
set up your profile and apply
for jobs right away, or search
jobs now. !
Example: Femininity/Masculinity vs.
Appearance "
n  Mercedes Benz Website: Use of “soft” design !
n  Sweden (MAS 5) ! Germany (MAS 66) !
Softer edges and shapes! Clear structure, no cuteness!
Patterns Power Distance"
n  Patterns found!
n  All countries with no
picture on the front
page have low PD
value.!
n  The eight countries
with the highest PD
value show a picture
of a male person. !
Patterns:  
Collectivism vs. Individualism"
n  Patterns found!
n  The “individualism” of the
pictures at the PeopleSoft
Website increases with the
amount of IDV value!
n  The arrangement of the
pictures of the low IDV
countries is very symmetrical.!
n  Among the 15 lowest rated
countries regarding IDV, there
are no people shown on the
Siemens localized Website
imagery, but one can find
images of people in those
countries that have a higher ID.!
AM+A Studied Other Models: Best-
of-Breed Culture Dimensions"
n  Surveyed: 11 Authors in 9 Sources"
n  Adler, Nancy J.!
n  Condon, John C.!
n  Hall, Edward T.!
n  Hofstede, Geert!
n  Kluckhohn, F. R.!
n  Parsons, Talcott!
n  Strodtbeck, Fred!
n  Trompenaars, Fons!
n  Victor, David A.!
n  Wright, Quincy!
n  Yousef, Fathi S.!
n  Published survey!
n  Baumgartner, Masters thesis, http://mavas.at/val"
n  Marcus, Baumgartner, APCHI 2004 Proceedings, Summary!
32

!!
! !!
!
29 Dimensions in 9 Sources"
n  Achievement vs. ascription!
n  Activity orientation!
n  Affective vs. neutral!
n  Authority conception!
n  Context!
n  Degree of power!
n  Economic progress!
n  Experience of technology!
n  Face-saving!
n  Gender roles!
n  Human nature orientation!
n  Individualism vs.collectivism!
n  Instrumental vs. expressive!
n  Internal vs. external control!
n  International trade, community!
n  Long vs. short time orientation!
n  Meaning of life!
n  Non-verbal communication!
n  Political decentralization!
n  Power distance!
n  Property!
n  Resources!
n  Space!
n  Speciﬁc vs. diffuse!
n  Technological development!
n  Time orientation!
n  Time perception!
n  Uncertainty avoidance!
n  Universalism vs.particularism!
Best-of-Breed Dimensions Based on
Surveying 57 experts"
n  Context!
n  Technological development!
n  Uncertainty avoidance !!
n  Time perception !!
n  Authority conception!
n  All others ranked, for use when time, money,
circumstances permit further analysis ""
UI Usability + Culture:  
Is “Usability” Itself Culture-Biased?"
n  “Usability” may not have same attributes worldwide!
n  “Non-Universal Usability? A Survey of How Usability Is Understood
by Chinese and Danish Users,” Frandsen-Thorlacius, et al., CHI 09
Proc, pp. 41-58. (limited study, noting possible objections)!
n  Impact on Usability Practice (per paper)!
n  May affect usability testing and user-centered design!
n  Findings on perceived usability not transferable across all cultures!
n  For international usability work assume universalism cautiously!
n  Authors skeptical about using/comparing results from standardized
satisfaction questionnaires across different cultural backgrounds!
n  Tests must account for potential differences in perception of usability!
n  Give priority to different aspects of usability to develop systems to be
perceived as usable by users with different cultural backgrounds!
Usability  
and  
Culture:  
China  
vs.  
Denmark"
  [“Non-Universal
Usability? A Survey of
How Usability Is
Understood by Chinese
and Danish Users,”
Frandsen-Thorlacius, et
al., CHI 09 Proceedings,
pp. 41-58]!
  ! !
Proving Culture Differences"
n  Using Eye-Tracking of Website Designs!
n  Dong, Ying, “A Cross-Cultural Comparative Study on Users’
Perception of the Webpage: With the Focus on Cognitive Style of
Chinese, Korean, and American” Masters Thesis, Korea
Advanced Institute of Science and Technology, 2007!
n  Studies track differences between US (analytic)
viewers who stop at “monuments” before
“diving” and Asian viewers who “survey” the
page before diving!
China, Korea, and US Differences 
of Web-Page Viewing 
"
[Dong, Ying, “A Cross-Cultural Comparative Study on Users’ Perception of the Webpage: With the Focus on Cognitive Style of Chinese,  
Korean, and American” Masters Thesis, Korea Advanced Institute of Science and Technology, 2007.]!
33

!!
! !!
!
Where do We Go from Here in
Thinking about Cultural UX?"
n  Alternate models: Redo studies using them!
n  Rethink development steps, e.g., evaluation!
n  Rethink UI components, e.g., metaphors!
n  New approaches proposed for China, India!
n  Rethink platforms, e.g., mobile devices!
n  Sony-Ericsson Wukong with Guanxi; new Chinese metaphors!
n  Consider additional sources of insight!
n  Educate corporations/professions/users re culture!
n  UN Bookstore: no books on culture models, only tourist interest!
n  Many studies, theories, books do not include culture!
Increasing Presence of “Culture,”
Anthro/Ethnography in UI/UX Design"
n  CHI 2009-135: Many culture-oriented sessions, plus
many more papers, posters, abstracts- !
n  UPA 2009-15: Increasing number of sessions!
n  HCII 2009, 15, DUXU11-15: Many sessions, papers,
posters, abstracts!
n  At AnthroDesign, Google, Yahoo, Facebook, and
other discussion forums: Informed, passionate debate!
n  IWIPS 1999-12: Always sessions, papers on culture!
Culture in Business: New Activities
in Decade of Change, 1/2"
n  More articles and books in recent years!
n  House, et al (2005). “Cross-Cultural Research on Organizational
Leadership”!
n  Livermore, David (2010). Leading with Culture Intelligence!
n  Jacques, Martin (2010). When China Rules the World!
n  McCracken,Grant (2010). Chief Culture Officer: How to Create a
Living, Breathing Corporation!
n  More studies undertaken by product/service
developers!
n  Culture audits of software prior to translation into languages/cultures!
n  Culture research of one’s own corporation to learn lessons of
communication, sharing, cooperation, team building, networking!
n  Culture research of one’s customers/markets to learn lessons of
product/service innovation, absorption, appeal!
Culture in Business: New Activities
in Decade of Change, 2/2"
n  Examples: Avoiding cultural gaffes!
n  Business meeting mistakes: “Russian culture fosters smiling in
private settings and seriousness in business settings.”!
n  One driving training company expanded into 20 countries before
realizing product’s culture flaws, then spent $1m to correct them!
n  [Malby, Emily (2010). “Expanding Abroad?Avoid Cultural Gaffes.”
Wall Street Journal, 19 January 2010, p. B5.]!
n  Need for new thinking about leadership, teamwork,
cooperation, sharing, privacy, innovation!
n  Can not take for granted that multi-disciplinary teams members think
and act alike, even with corporate culture policies and slogans!
n  Need for Chief Culture Officer, culture leadership!
n  Who will support CCO? Engineering, business, marketing, HR?!
Culture in Business: New
Approaches to Research/Evaluation"
n  Eye-tracking studies to discover culture differences!
n  KAIST research in Korea!
n  Varying techniques to relate to participant’s culture!
n  Individual vs. collective interview!
n  Test-Lab vs. on-the-street interview and ethnography!
n  Storytelling vs interrogation!
n  Cross-cultural heuristic evaluation guidelines!
n  AM+A has begun, but not finished one!
n  New resources/references for global research!
n  Schumacher, R., Ed. (2008). Handbook of Global User Research.!
n  Stephanidis, C., Ed. (2009). Universal Access Handbook.!
Country Culture  
vs. Corporate Culture"
n  How does country culture corporate culture,
especially for global, international firms?!
[Images: http://farm4.static.flickr.com/3222/3049140640_f7c68be652.jpg, http://winnersatwork.com.au/images/diagrams/VennDiagramRepresentations.gif]!
34

!!
! !!
!
Culture in Business: New
Approaches to Corporate Culture"
n  Are corporate cultures truly global? TBD.!
n  Consider Cisco example: Are there biases?!
n  Collaboration Teamwork!
n  Continuous Improvement/ Stretch Goals!
n  Customer Success!
n  Drive Change!
n  Empowerment!
n  Fun!
n  Giving Back/ Trust/ Fairness/ Integrity!
n  Inclusion!
n  Innovation!
n  Market Transitions!
n  No Technology Religion!
n  Open Communication!
n  Profit Contribution (Frugality)!
n  Quality Team!
Culture in Business: How Does
Culture affect Development Teams?"
n  How does culture affect collaboration,
communication, cooperation, sharing, delivery?!
n  How do teams work together?!
n  India: Teams often work together start to finish, mentor newbies!
n  USA: Individual groups work on pieces, then assemble the whole!
n  What is leadership like?!
n  Japan: Strong boss, even with consensus (ringi) model!
n  Netherlands: More democratic, lower power distance!
n  US vs EU models !
Culture in Business: New Contexts
Require new Approaches"
n  Next decade will be more sensitive to culture in all
people-centered development process:!
n  Planning, research, analysis, design, evaluation, documentation,
implementation, training!
n  All stakeholders: engineering, marketing, business, employees,
investors!
n  All markets for products/services, not just “exotic” cultures!
n  Culture issues cannot/should not be secondary !
UX Evaluation and Culture:  
How does Culture affect…"
n  User profiles (personas) and scenarios?!
n  Culturally appropriate people, tasks, stories!
n  Testing, questionnaires?!
n  Culturally appropriate people, tasks, test environments, questions,
techniques!
n  Video monitoring and ethnographies?!
n  Culturally appropriate persons, inquiries, behaviors, environments!
n  Measurement of objective and subjective “facts”!
n  Culturally appropriate collection, emotional reactions!
n  What about Web 2.0? Social network sites?!
Challenges to the Classic Culture
Models"
n  Ethnographic approaches!
n  Local groups, behaviors, “situated practice,” action-oriented!
n  Post-modernism, media studies, sociology of
culture, production of culture, politics of culture!
n  Critique of sociological phenomena, e.g., power, inequality, social
construction of technology, other patterns of social organization
n  Michèle Lamont, Princeton Univ., contemp. sociological theory: http://
www.princeton.edu/~sociolog/grad/courses/fall1995/soc502.html.
Towns in two countries more similar than town to city in each
country or two cities to each other.!
n  David Brain, New College, Florida, sociology of culture course:
http://www.ncf.edu/brain/courses/culture/culture_syl05.htm
Additional Sources of Insight into
UX and Culture"
n  Persuasion!
n  Trust!
n  Intelligence!
n  Personality!
n  Cognition!
35

!!
! !!
!
Cultural UX Issues to Consider:  
What do You Think?, 1/5"
n  Are basics of usability culture-biased? Efficiency,
productivity, simplicity, usefulness...for what?!
n  How can culture models be added to theories of
utility, sociability, community, entertainment, design? !
n  How map UI components to culture dimensions?!
n  How can corporations and organizations include
more cultural theory in development process?!
Cultural UX Issues to Consider: 
What Do You Think? 2/5"
n  How does culture affect Web 2.0, social
network, and blog-related products/services?!
n  Online training: Friend/guru? Tradition/skills?!
n  Virtual Web Boyfriends/Girlfriends OK?!
n  WebKare.jp: Users choose animated characters who tell you how
great you look, per Lisa Katayama, Tokyo Mango blog report  
[Kane, Yukari Iwatani, WSJ, 2 June 2009, p. Digital-2]!
Culture UX Issues to Consider: 
What do You Think? 3/5"
n  Interaction styles: informal vs. formal, harmony
vs. honesty, sincerity vs. scheming?!
n  Conflict: Frequent vs. seldom? Chatroom
flaming OK? Clashing opinions OK?!
n  Would you send your  
virtual representatives  
on vacation (see Korea)?!
n  What attitudes toward advertising or privacy?
Personal Webcams OK?!
n  Different men, women sites/apps? !
n  Management training biased to individualism? !
n  SMS messages impolite? (e.g., India, China)!
[Bangalore Times, 30 Mar 04, p1]!
Your Actions will make the Future:
Evolution or Revolution"
n  Computer-mediated communication and interaction
occurs in a culture context!
n  UX development must account for culture !
n  Models, methods exist; many research issues!
n  Design professionals cannot ignore the issues!
n  Future development of tools, templates, treasure
chests of patterns, body of knowledge!
36

!!
! !!
!
Body of Knowledge: Resources"
n  ACM/SIGCHI: chi-intercultural@acm.org, 
www.HCIBib.org//SIGCHI/Intercultural!
n  American Anthropological Association’s Internet
Resources: http://www.aaanet.org/resinet.htm!
n  AM+A URL and publication list!
n  Anthrodesign.org!
A Challenge: Bone vs. Bottle"
  Concept by Donald Day!
  IWIPS 1999!
  Email: d.day@acm.org!
Cross-Cultural User-Experience  
Design: What? So What? Now What?"
  Aaron Marcus, Principal"
  Aaron Marcus and Associates, (AM+A)!
   
1196 Euclid Avenue, Berkeley, California 94708-1640, USA!
  MobTel: +1-510-499-3195, Fax: +1-510-527-1994, Email: Aaron.Marcus@AMandA.com !
  YouTube: http://www.youtube.com/user/AMandAssociates!
  Twitter: http://www.twitter.com/amandaberkeley !
!
37

Tutorial: Cross-Cultural User-Interface Design !Lecture:!
For Work, Home, Play, and on the Way !Mobile Phone UX and Culture !
!
! © Copyright 2015 by Aaron Marcus and Associates !AM+A, www.AMandA.com !Page!
Aaron Marcus and Associates, www.AMandA.com, 1!AM+A!
Mobile Trends and  
Culture Differences "
Aaron Marcus and Associates"
1196 Euclid Avenue, Suite 1F!
Berkeley, CA 04708-1640, USA!
Tel: +1-510-599-3195, Fax: +1-510-527-1994!
Web: www.AMandA.com!
Mobile Trends" n  Samsung:  
- Bring music to hearing
impaired: implanting
mobile, ‘upgrading
human’ !
- Assist hearing
capabilities to bridge
people with hearing
difﬁcultly in
communication and
relationships!
Address human auditory abilities! KR!
Mobile Trends "
n  Samsung 
- Detect Acute
Stress by heart rate
variability, using
prototype mobile
ECG Sensor.!
Develop unhealthy attitudes.! JP!
Mobile Trends"
n  Sony Ericsson :  
- Add new sense to
user’s mobile
experience (Aroma
Sheet) 
- Enhance physical
and emotional ‘well-
being’ experience.!
!Address underexploited issues of users’
ability to perceive and respond to smell.!
JP!
Mobile Trends"
n  Samsung  
 
- Use various sliding
! directions for different
! modes !
!
KR!
38

!
Mobile Trends"
n  Sky: OLED keypad
environment 
- 27 types of keypad 
- Vibration motors on
! touch sensors: fun & feel !
!Add haptic (touch and movement sensing) feedback into interface to enhance user experience.!
KR!
Mobile Trends"
n  Korea  
- use double screens !
!
KR!
Mobile Trends"
n  LG Philips e-paper (A4) 
- ﬂexible & durable screen  
- 4096 color!
Gummi interface !
- bend display to interact!
KR!
Hofstede’s Dimensions of Culture
Index Table"
58
17
45
69
87
60
18
39
85
75
54
46
95
92
80
40
91
62
46
29
0
10
20
30
40
50
60
70
80
90
100
Power Distance Individual Index Masculinity Uncertainty Avoidance Long-term Orientation
Taiwan
South Korea
Japan
USA
Bottom layout difference "
n  Centralized call function
in US RAZR. Vs.  
Separated call function
encouraging users to use
localized online
applications: ‘i-mode’
and ‘video conference’.!
  Taiwan Moto Krzr maxx K3 Source: 
http://www.sogi.com.tw/park/content.asp?a_id=6107!
Customized
Moto Razr for
FIRESTONE
in Taiwan!
Standard
Moto Razr for
North
America!
TW!
US!
Keypad Language Input "
n  Improved typing
experience by special
key set ‘Won Xing
System’, using
buttons, clustered in
similar sounds
between English and
Chinese!
TW!
39

!
Business card digitalized, including
Chinese character identified software!
Language (Character Differences) "
n  Digital business card
scannable with phone
to make difficult
Chinese character
input easier and faster. !
!
TW!
Navigation: Icons and Metaphors "
n  Localized icon design
using each metaphor,
representing different
meanings within each
cultural context!
n  Navigation system in
Taiwan uses standard
doorplate and noodles to
represent “road” and 
“restaurant”!
TW!
US!
n  Use less colors on icons and backgrounds in latest
Korean mobile products (i.e. Samsung, LG) for
viewers’ simple and easy eye flow. !
!
More Colors Fewer colors
Navigation: Color Differences"
US!
TW!
US! US!
US!
US! US!
US!
US!
US!
KR!
KR!
KR!
KR!
KR!
KR!
KR! KR!
Full Screen Mobile"
n  Simpler and less assertive
icons and navigation
techniques in Asian mobiles !
n  Information hierarchy:  
highly populated and
categorized (Asia) vs.
informally organized and
categorized structure (US)!
n  Black background and icons
more “cool,” less emotionally
expressive users!TW!
KR! US!
Photo Editing "
n  Built-in multi-photo-editing
options in Asian phones
to enrich photo-sharing!
n  Examples: adding frame,
“artsy” fonts, animation cartoon
character, ASCII-art!
n  Desire satisfied to create
group by using
personalized expression
and language through
custom selections !KR!
Calendar Application "
n  Asian versions use  
special I-mode online
content of Chinese
traditional calendar, which
is combined with fortune
forecast !
TW!
KR!
40

!
Emoticons "
n  US expresses emotion
with mouth shapes vs. KR
changes eye shapes!
n  TW emoticons tend to use
more Chinese characters!
US!
: )" =(" :’("
XD" :P" :O"
^-^" T_T"@o@"
=_=" -_-" >o<" KR!
TW!
Orz _ rz (___ )@m
(____ )_ (
___ _
)_ ~ __
Virtual Social Networking Space"
n  Provides interspaces for
people to coexist and
communicate !
n  Individualism vs.
Collectivism: US prefers
importance given to
individuals vs. KR
representations appear by
themselves or within
groups!
58
17
45
69
87
60
18
39
85
75
54
46
95
92
80
40
91
62
46
29
0
10
20
30
40
50
60
70
80
90
100
Taiwan
South Korea
Japan
USA
US!JP!KR!TW!
US!
KR!
Femininity vs. Masculinity"
n  US: Attention gained
through games and
competitions!
n  TW: 
- Attention gained through
poetry, visual aesthetics,
and appeals to unifying
values 
- Mutual cooperation,
exchange, and support
(rather than mastery and
winning)!
58
17
45
69
87
60
18
39
85
75
54
46
95
92
80
40
91
62
46
29
0
10
20
30
40
50
60
70
80
90
100
Taiwan
South Korea
Japan
USA
58
17
45
69
87
60
18
39
85
75
54
46
95
92
80
40
91
62
46
29
0
10
20
30
40
50
60
70
80
90
100
Taiwan
South Korea
Japan
USA
TW!
US!
US!KR!TW!
Cuteness"
n  Japanese, Korean, and 
Chinese visual design
style tolerates, even
celebrates, cuteness
much more than EU
+US!
n  Examples found
throughout UIs,
publications, packaging 
of products and
services!
Multi-Media Message (MMS)"
n  Realistic vs. Abstraction!
n  Hard vs. Soft forms!
n  Vivid vs. Pastel colors !
n  Indirect vs. direct
emotional expression !
n  Avoiding cuteness,
emphasis on clearness.
vs. softer edges and
shapes!KR!
US!
China: Culturally Different UX
Trends"
n  Chinese UX trends emerging: more complex, more
cuteness, more comparisons, more trends, more
people: more = more, more = more, not less = more!
Xiaomi recruitment mobile page!
!
41

!
Aaron Marcus and Associates"
1196 Euclid Avenue!
Berkeley, CA 04708-1640, USA!
Tel: +1-510-599-3195, Fax: +1-510-527-1994!
Web: www.AMandA.com!
42

© Copyright 2015 by Aaron Marcus and Associates. !AM+A, www.AMandA.com !Page ! !!
Tutorial: Cross-Cultural User-Interface Design !Lecture 3: Country/Corporate Culture Anallysis!
! !!
!
Analysis of Country Cultures to Improve
Teamwork in Development Teams!
  1196 Euclid Avenue, Suite 
Berkeley, California 94708-1640, USA!
  Tel: +1-510-599-3195, Fax: 1-510-527-1994!
  Email: Aaron.Marcus@AMandA.com!
  Web: www.AMandA.com!
  [Based on Gould, and Marcus ((2011). ““Company Culture Audit to Improve Development Team’s
Collaboration, Communication, and Cooperation” Proc., HCII 2011, Orlando, Fl, July 2011]!
Presentation Summary!
n  1. Introduction!
n  2. Recommendations!
n  3. Analytical Criteria !
l  Traditional Measures of Culture!
l  Criteria: Tech Innovation and Globalization!
l  Criteria: Equal Employment and Gender Ratio!
l  Additional Considerations: Corp Culture and HQ Effect!
n  4. Conclusions  
!
Introduction!
n  California Client X asked AM+A to recommend 4
sites from 15 countries in 6 work regions for
company-wide collaboration study!
n  Objectives: Greatest diversity re headquarters site,
greatest opportunity for colaboration innovation !
n  Two sets of criteria initially!
l  Traditional measures of culture applicable to teamwork!
l  Technological innovation and globalization!
n  After review with Client, additional data on
employee demographics led to additional criterion!
l  Gender balance!
AM+A Recommendations!
n  Four cities in addition to US corporate HQ!
!
Additional Recommended Cities!
n  Feltham, UK, for Amsterdam: !
l  US, UK share values; Amsterdam more egalitarian, gender-neutral!
n  Singapore for Dubai, UAE: !
l  Dubai leads world pop growth, oil economy -> trade, ﬁnance, info!
l  Singapore already successfully refocused economy on same
objectives through more regulated, state-controlled process similar to
Chinese values: strong leadership, high power distance, collectivism!
n  Seoul for Tokyo:!
l  Seoul uses strong Confucian style of leadership that promotes group
coordination and tends to limit individual action!
n  Optional (outside Client’s sites): Shanghai!
l  Western educ inﬂuence changing Chinese univs + Confucian culture;
employees, less conservative than Japan, Korea, Singapore!
Data Visualization of Recommendations!
n  AM+A recommended locations with 200+ employees
so data statistically valid!
n  Values show HQ city as 1.0!
n  Black = max, White = min for criteria!
n  Cities provide strongly different culture attributes for
study by Client of corporate culture and differences/
similarities in teamwork, which is objective of Client’s
research!
43

© Copyright 2015 by Aaron Marcus and Associates. !AM+A, www.AMandA.com !Page ! !!
Tutorial: Cross-Cultural User-Interface Design !Lecture 3: Country/Corporate Culture Anallysis!
! !!
!
Data Visualization of Recommendations!
Sources for Data!
n  Power Distance: With exception of Shanghai, data drawn from raw
scores comparing 53 countries and national regions by Hofstede (1997)!
l  Due to dependence on IBM data, Hofstede did not include China in original study, so
China score drawn from Schwartz’s comparison of 39 cultural groups (1994) for
Hierarchy, normalized from a 9-point scale in ratio to US!
n  Individualism: As with Power Distance, all scores for individualism
taken from Hofstede (1997) with exception of Shanghai!
l  Shanghai score taken from Schwartz’s score for Conservatism, reversed, normalized,
and cross-validated against his scores for Egalitarian Commitment, Affective
Autonomy, and Intellectual Autonomy!
n  Digital Nativity: This taken from employee demographic data !
l  Variable defined as client employees 30 and younger!
n  High Growth/ New Cities: Data taken from urban agglomerations: !
l  Average annual rate of change (%), World urbanization prospects: The 2007 revision
population database, United Nations Population Division (esa.un.org/unup)!
n  Female/Male Gender Ratio: Data from client employee demographics!
Analytical Criteria: Traditional Measures
of Culture, 1/10!
n  Since 1980s, variables from factor analysis:!
of Culture, 2/10!
n  Some culture concepts overlap, not bipolar!
l  Some are exclusively high/low; others can be multiple!
n  Culture concepts associated with teamwork types!
l  Hofstede: Hi power dist/collectivist: MX, CN (HK), SI!
l  Hofstede: Hi power dist/individualist: FR!
l  Hofstede: Low power dist/individualis: US, UK, NE!
n  Collectivist countries, high PD (respect authority)!
l  Dependnt on ingroups, rely on strong leaders with moral authority!
l  Avoid direct confrontation, but engineer situations to enableuse of
rules for justified refusal !
l  INhistorical variations: tradition of close coop and mentorship
between experience and novice group memers!
l  JPhistorical variations: managers are more separate from subords!
of Culture, 3/10!
n  Individualist cultures, high power distance:!
l  Often develop burocratic systems to reconcile personal independence
with absolute authority and centralized power!
l  Contrast with collectivist cultures: more confrontational!
n  Indivdualist cultures, low power distance:!
l  Tend to work in loose groups, treat others as peers!
l  Allegiance to ingroups weak, easier to work with new people, outsiders!
l  Different historical patterns: Scandinavia more egalitarian, feminine;
work roles show less gender bias, groups seek to achieve consensus!
n  Hofstede: Complex!
l  Surface validity used in business studies, but much changed in 30y!
l  Bond challenged Hofstede re Chinese values!
l  Hampden-Turner data more recent, partially overlap with Hofstede!
of Culture, 4/10!
n  Parsons’ social systems teamwork concepts (1951):!
l  Universalists use rules applied to everyone and rely on procedural
equity; particularists see social situations as more complex, tend to
apply different rules to different types of people!
l  Communitarians (like collectivists) place group needs, objectives
ahead of personal needs; individualists place their needs first!
l  People who display neutral affect tend to use reason as basis for
developing relationships; people who display more emotional affect are
more open about their feelings and expect emotional responses!
l  People who have specific range of involvement tend to view
different business, personal contexts as separate; may recognize
authority of manager at work but treat manager as equal outside!
l  People who have diffuse range of involvement with work do not
separate these contexts; manager whose authority they recognize at
work will retain that authority when met in a different situation.!
44

Pre-Conference Course: Cross-Cultural User Experience Design - Aaron Marcus

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Pre-Conference Course: Cross-Cultural User Experience Design - Aaron Marcus