A new model for cross-cultural web design

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.People from different cultures use web interface in different ways, expect different visual representation, navigation, interaction, mental model, and layouts etc., and have different communication patterns and expectation. In the context of globalisation, web localisation becomes a powerful strategy to acquire an audience in a global market. Therefore, web developers and designers have to make adaptations to fit the needs of people from different cultures, and the way cultural factors are integrated into web interface design needs to be improved. Most previous research lacks an appropriate way to apply cultural factors into web development. No empirical study of the web interface has been carried out to support the cross-cultural web design model. It is noted that no single model can support all cross-cultural web communication but a new model is needed to bridge the gap and improve the limitations. Thus the research aim was to build a new model of cross-cultural web design to contribute to effective communication. Following an extensive literature review, a local web audit was conducted, then a series of experiments with users to gather and evaluate data and build and validate the new model. A new model, based on a study of British and Taiwanese users, was formulated and validated demonstrating that content and message remain the core of web design but the performance of the selected users is influenced by the cultural dimension and cultural preferences and this, in turn impacts on the effectiveness of the web communication. For the British user sample, ease of using the website was seen to be strongly related to desirability. Taiwanese users showed preference for visual pleasure but no relationship between efficient performance and desirability. The resultant model contributes to the knowledge of how to design effective web interfaces for British and Taiwanese cultures and is replicable for the purpose of comparing approaches to designing for other cultures

Proceedings of the Second Program Visualization Workshop, 2002

The Program Visualization Workshops aim to bring together researchers who design and construct program visualizations and, above all, educators who use and evaluate visualizations in their teaching. The first workshop took place in July 2000 at Porvoo, Finland. The second workshop was held in cooperation with ACM SIGCSE and took place at HornstrupCentret, Denmark in June 2002, immediately following the ITiCSE 2002 Conference in Aarhus, Denmark

Animating the evolution of software

The use and development of open source software has increased significantly in the last decade. The high frequency of changes and releases across a distributed environment requires good project management tools in order to control the process adequately. However, even with these tools in place, the nature of the development and the fact that developers will often work on many other projects simultaneously, means that the developers are unlikely to have a clear picture of the current state of the project at any time. Furthermore, the poor documentation associated with many projects has a detrimental effect when encouraging new developers to contribute to the software. A typical version control repository contains a mine of information that is not always obvious and not easy to comprehend in its raw form. However, presenting this historical data in a suitable format by using software visualisation techniques allows the evolution of the software over a number of releases to be shown. This allows the changes that have been made to the software to be identified clearly, thus ensuring that the effect of those changes will also be emphasised. This then enables both managers and developers to gain a more detailed view of the current state of the project. The visualisation of evolving software introduces a number of new issues. This thesis investigates some of these issues in detail, and recommends a number of solutions in order to alleviate the problems that may otherwise arise. The solutions are then demonstrated in the definition of two new visualisations. These use historical data contained within version control repositories to show the evolution of the software at a number of levels of granularity. Additionally, animation is used as an integral part of both visualisations - not only to show the evolution by representing the progression of time, but also to highlight the changes that have occurred. Previously, the use of animation within software visualisation has been primarily restricted to small-scale, hand generated visualisations. However, this thesis shows the viability of using animation within software visualisation with automated visualisations on a large scale. In addition, evaluation of the visualisations has shown that they are suitable for showing the changes that have occurred in the software over a period of time, and subsequently how the software has evolved. These visualisations are therefore suitable for use by developers and managers involved with open source software. In addition, they also provide a basis for future research in evolutionary visualisations, software evolution and open source development

eCulture: examining and quantifying cultural differences in user acceptance between Chinese and British web site users

A thesis submitted for the degree of Doctor of Philosophy of the University of LutonThe World Wide Web (WWW) has become an important medium for communicating between people all over the world. It is regarded as a global system and is associated with a wide user and social system diversity. The effects of differing user-groups and their associated cultures on user acceptance of web sites can be significant, and as a result understanding the behaviour of web users in various cultures is becoming a significant concern. The eCulture research project is based on previous classical theories and research in culture. It applies a factorial experimental design strategy (the Taguchi method) in crosscultural usability / acceptability, together with other approaches such as semiotic analysis and card sorting. Two types of analysis, both top-down and bottom-up have been implemented to investigate differences in web site usability and acceptability between users from Mainland China and the United Kingdom. Based on experiments on web sites investigating the relationship between cultural issues and usability lacceptability aspects between Chinese and British web users, several issues, such as cultural factors, cognitive abilities, social semiotic differences and other issues have emerged. One of the goals has been to develop 'cultural fingerprints' for both web sites and users in different cultures. By comparing cultural and site fingerprints, usability and acceptability of web sites can be diagrammatically matched to the target culture. Experiments investigating qualitative factors and quantitative data collection and analysis based on the Taguchi method has led to the successful development of two versions of 'cultural fingerprint' for both web sites and target cultures in the UK and China. It has been possible to relate these studies to a wider body of knowledge, and to suggest ways in which the work may be extended in the future

Placing Birds On A Dynamic Evolutionary Map: Using Digital Tools To Update The Evolutionary Metaphor Of The Tree Of Life

This dissertation describes and presents a new type of interactive visualization for communicating about evolutionary biology, the dynamic evolutionary map. This web-based tool utilizes a novel map-based metaphor to visualize evolution, rather than the traditional tree of life. The dissertation begins with an analysis of the conceptual affordances of the traditional tree of life as the dominant metaphor for evolution. Next, theories from digital media, visualization, and cognitive science research are synthesized to support the assertion that digital media tools can extend the types of visual metaphors we use in science communication in order to overcome conceptual limitations of traditional metaphors. These theories are then applied to a specific problem of science communication, resulting in the dynamic evolutionary map. Metaphor is a crucial part of scientific communication, and metaphor-based scientific visualizations, models, and analogies play a profound role in shaping our ideas about the world around us. Users of the dynamic evolutionary map interact with evolution in two ways: by observing the diversification of bird orders over time and by examining the evidence for avian evolution at several places in evolutionary history. By combining these two types of interaction with a non-traditional map metaphor, evolution is framed in a novel way that supplements traditional metaphors for communicating about evolution. This reframing in turn suggests new conceptual affordances to users who are learning about evolution. Empirical testing of the dynamic evolutionary map by biology novices suggests that this approach is successful in communicating evolution differently than in existing tree-based visualization methods. Results of evaluation of the map by biology experts suggest possibilities for future enhancement and testing of this visualization that would help refine these successes. This dissertation represents an important step forward in the synthesis of scientific, design, and metaphor theory, as applied to a specific problem of science communication. The dynamic evolutionary map demonstrates that these theories can be used to guide the construction of a visualization for communicating a scientific concept in a way that is both novel and grounded in theory. There are several potential applications in the fields of informal science education, formal education, and evolutionary biology for the visualization created in this dissertation. Moreover, the approach suggested in this dissertation can potentially be extended into other areas of science and science communication. By placing birds onto the dynamic evolutionary map, this dissertation points to a way forward for visualizing science communication in the futur

Multimodal E-Commerce: A Usability and Social Presence Investigation

This thesis investigates empirically multimodal socially interactive e-commerce interfaces. The overall hypothesis is that multimodal social interaction will improve the usability of e-commerce interfaces and increase the user‘s feeling of social presence, decision making and product understanding when compared to an equivalent non-multimodal socially interactive interface. The investigation consisted eight conditions in three experimental phases. The first experimental phase investigated non-socially interactive, static-socially interactive, and interactive-socially interactive interfaces (three conditions) using an e-commerce platform with a dependent sample of users (n=36). The second experimental phase continued with the comparative evaluation of a further two conditions based on the results of the first phase. An audio and an avatar-based socially interactive conditions were evaluated with two independent groups of users (n=18 for each group). The third experimental phase investigated three socially interactive conditions. These were text with graphics, auditory stimuli, and avatars. The results demonstrate that socially interactive metaphors in e-commerce interfaces improved the ability of users to use presented information effectively, make decisions in comparison to non-social or static social interactive interfaces. An avatar-based socially interactive e-commerce interface improved the user‘s social presence. A set of empirically derived guidelines for the design and use of these metaphors to communicate information in a socially interactive atmosphere is also introduced and discussed