What are some issues that go into designing for other cultural groups beyond your own? What impact do they have on information architecture and web design? We'll look at ideas from intercultural communication, see how we can apply them to design, and look at a few real-world applications of design principles tailored for different cultural audiences. Interaction16 Conference - Helsinki, Finland Web Design Day 2015 - Pittsburgh, Pennsylvania, USA

1. Intercultural Design
Smitha Prasadh
SENIOR EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PENNSYLVANIA, USA
INTERACTION 16 // 2016 MARCH 2http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/

2. Drawing inspiration from
intercultural communication

3. Intercultural communication
how people think
and communicate
culture +
language +
society
how people
react to design

4. https://anticap.wordpress.com/2010/09/19/poverty E2 80 94uneven-demographics/
http://www.downwithdesign.com/inspiration/10-biggest-stock-photography-cliches/

5. GEERT HOFSTEDE
http://www.sietareu.org/63-general/congress-2015/ lm-festival-2015/725-an-engineer-s-odyssey

6. http://www.healthyplace.com/blogs/anxiety-schmanxiety/
2012/02/about-jodi-aman/
http://seattleunited.com/wp-content/uploads/2014/09/
U.S.-Womens-Soccer-Team-2014-Atlanta.jpg
INDIVIDUALISM VS. COLLECTIVISM

7. SETTING A TONE:
“our time-tested,
traditional
methods”
VS.
“what will you
accomplish
today?”
tumblr.com IF by IFTTT
/

8. http://usa.autodesk.com/adsk/servlet/pc/index?id=1060484&siteID=123112
https://executivebusinessportraitsnewjersey. les.wordpress.com/2012/03/img_2014_pp-copy.jpg
POWER DISTANCE

9. symbols
of authority
ideo.com deloitte.com
limiting
workflows /
content
by user type

10. https://www.vrtx.com/content/vertex-science-fair-
mentorship-showcase
http://www.amazon.co.uk/The-Ignorant-Maestro-
Unpredictable-Brilliance-ebook/
UNCERTAINTY AVOIDANCE

11. emphasize clarity
warning messages
for unconventional
behaviors
SPAIN QATAR
cocacola.com
FULL INDEX.HTML OF
EACH COUNTRY’S SITE
!

12. http://www.discount-supplements.co.uk/blog/unleash-beast-within/
http://www.challengegym.co.uk/news/ t-fridays-in-february
MASCULINITY VS. FEMININITY

13. AESTHETICS:
“in your face”
VS.
“in our tummies”
MEXICO DENMARKkfc.com
/

14. http://www.korea.net/AboutKorea/Korean-Life/Festivals
https://skepticalsunday.wordpress.com/2014/10/18/skepsun-109-10_19_2014/
LONG-TERM VS. SHORT-TERM ORIENTATION

15. FORM DESIGN:
“it’ll be worth it”
VS.
“it’ll be over soon”
JAPAN HONG KONGstarbucks.com
/

16. INDIVIDUALISM vs. COLLECTIVISM
POWER DISTANCE
UNCERTAINTY AVOIDANCE
MASCULINITY vs. FEMININITY
LONG-TERM vs. SHORT-TERM
ORIENTATION
HOFSTEDE’S CULTURAL DIMENSIONS
!

17. http://infobeautiful4.s3.amazonaws.com/2015/05/1276_colours_in_culture.png
http://commons.wikimedia.org/wiki/File:Inkan.JPG
GENERAL CONSIDERATIONS: COLORS AND SYMBOLS

18. Avoid stereotypes (+/-),
and remember that
they go both ways.
Does your meaning
carry across?
Don’t take your values/
knowledge as default.
don’t assume or judge
Learn constantly (and
do lots of research!).
Remember your
novice status.
Work with local/
cultural liaisons.
Focus on the same,
not just the different.
do connect and empathize

19. Like all design, intercultural design is all about people.
Design is for everyone.

20. Thank you!
hola@smithaprasadh.com
http://smithaprasadh.com
@holasmitha
http://randomwire.com/why-japanese-web-design-is-
so-different/japan-back-to-the-future/
Ƽ
Global UX. Quesenbery and Szuc. Elsevier 2012.
Handbook of Global User Research. ed. Robert Schumacher.
Elsevier 2010.
Universal Methods of Design. Hanington and Martin. Rockport
2012.
http://www.2016.worldiaday.org
http://www.amanda.com/cms/uploads/media/AMA_
GlobalizationUserInterfaceDesignWeb.pdf
https://www.deepdyve.com/lp/association-for-computing-
machinery/cross-cultural-user-experience-design-
including-asia-iMzdtBufaw?impressionId=56ba46d583ea
c&i_medium=docview&i_campaign=recommendations&i_
source=recommendations
http://sareedreams.com/2009/01/the-washing-machine-that-
ate-my-sari-mistakes-in-cross-cultural-design/
http://www.dtelepathy.com/blog/design/ux-flows-onboarding
http://www.useronboard.com/how-tumblr-onboards-new-users
http://www.useronboard.com/how-if-onboards-new-users/
http://semanticstudios.com/international_information_
architecture/
http://semanticstudios.com/information_architecture_30/
http://www.howtomakesenseofanymess.com
https://medium.com/@aileen.medina/the-evolution-of-
information-architecture-85099ce75774#.9jphdn866
https://medium.com/@erqiudao/invisible-design-
dde3d89d451e#.geezetls
https://www.researchgate.net/publication/225114215_
Incorporating_the_Cultural_Dimensions_into_the_Theoretical_
Framework_of_Website_Information_Architecture