Cross-cultural differences in automotive HMI design : a comparative study between UK and Indian users’ design preferences

This paper presents a research study examining the importance of understanding automotive users’ cultural values and their individual preferences for human machine interface (HMI) design features and functionalities. The goal of this research was to explore how a cultural model can be applied in the development of automotive HMI solutions and future design localization. To meet this goal, it was necessary to (a) identify the characteristics of the Hofstede cultural model, (b) identify the differences in cultural values using the model, and (c) identify regional differences in HMI design needs and preferences across drivers from India and the UK. The results highlighted differences in expectations for HMI systems between the groups, suggesting an influence of culture on the perception of vehicle user interface technology. This led to the conclusion that an understanding of cultural biases can influence design localization and support development strategies. In addition, two main categories of further research have arisen as a result of this project. The first category focuses on identifying methodologies to establish relationships between culture and regional drivers’ HMI design preferences. The second category comprises new research questions on tools and processes to deal with cultural influences

Website fit: an overview

Designing a website using a standard user interface without taking into consideration cultural differences may need to be relooked. A country such as Malaysia, who has a multi-racial population composition, may need more innovative web designs that could fulfill the preferences of its diverse online users. While there are many discussions on this issue, empirical investigation on the linkage between culture and web design is quite limited. Therefore, this paper attempts to fulfill this gap by proposing a study on this topic. After reviewing the related literature, we proposed a research model in which we hypothesized that culture affects individuals’ preference of interface design. Moreover, we hypothesized that cultural markers and cultural dimensions in a website interface that fit with users’ cultural dimensions will affect website usability and later their experience. Methodology and conclusion are also discussed

Cross-Cultural Redesign Based on the Cultural Differences Between Finland and China

With the rapid development of world economic and technology, more and more multinational companies, international business, cross-cultural designs have appeared in people’s lives. However, the cultural differences among different cultures affect numerous aspects of economic cooperation and design direction. In this thesis, based on Hofstede’s cultural dimensions, Finnish and Chinese were chose as 2 culture groups which were used to analyze how cultural differences influence on human mindsets and the design-related work, especially website user interface design. A Finnish company’s website (including its design style and the related website content) were redesigned to meet Chinese users’ needs and preferences. 8 Chinese website design implications were summarized at last. At the beginning of this thesis, the theoretical background and related work of crosscultural design and website design were provided. Website design principles and current design trends were presented. Then, the Geert Hofstede’s culture dimensions were introduced. According to the results of the Hofstede’s model, the cultural differences between Finland and China were summarized. By comparing the cultural differences and design differences, totally 24 UI design differences were concluded to support the following design work. Subsequently, semi-structured interviews and online questionnaire investigation were conducted to study on how Chinese users feel about using Finnish websites and participating in Finnish projects, as well as local Chinese users’ preferences and website using habits. Combining the results of cultural model analysis and user research work, as well as the design principles and trends summarized in the related work, the Finnish company - Demola’s website and project concept was redesigned. After redesigning work, user evaluation (including 3 focus groups, totally 6 participants) was conducted to examine whether the redesigned website conforms to the usage habits of Chinese local users. After completing the redesign work and user evaluation, design implications for Chinese web service design are summarized in order to help designers from other cultures to create the website for Chinese users

Culture in the design of mHealth UI:An effort to increase acceptance among culturally specific groups

Purpose: Designers of mobile applications have long understood the importance of users’ preferences in making the user experience easier, convenient and therefore valuable. The cultural aspects of groups of users are among the key features of users’ design preferences, because each group’s preferences depend on various features that are culturally compatible. The process of integrating culture into the design of a system has always been an important ingredient for effective and interactive human computer interface. This study aims to investigate the design of a mobile health (mHealth) application user interface (UI) based on Arabic culture. It was argued that integrating certain cultural values of specific groups of users into the design of UI would increase their acceptance of the technology. Design/methodology/approach: A total of 135 users responded to an online survey about their acceptance of a culturally designed mHealth. Findings: The findings showed that culturally based language, colours, layout and images had a significant relationship with users’ behavioural intention to use the culturally based mHealth UI. Research limitations/implications: First, the sample and the data collected of this study were restricted to Arab users and Arab culture; therefore, the results cannot be generalized to other cultures and users. Second, the adapted unified theory of acceptance and use of technology model was used in this study instead of the new version, which may expose new perceptions. Third, the cultural aspects of UI design in this study were limited to the images, colours, language and layout. Practical implications: It encourages UI designers to implement the relevant cultural aspects while developing mobile applications. Originality/value: Embedding Arab cultural aspects in designing UI for mobile applications to satisfy Arab users and enhance their acceptance toward using mobile applications, which will reflect positively on their lives.</p

Group influence on blogs design behaviour

Issues of national culture influence on web design behaviour have been rampant and stimulating on static web pages across the globe. The emergence of a new breed of publication-type web page brought about by the advancement of web technology however, saw a different species of online communication groups. Bloggers as these groups are called; used blogs as their communication and publication tool to distinguish themselves from other websites and online social media users. Since bloggers are groups that are recognised and credited to cultivate their own culture, the idea that national culture has an influence on blogs design behaviour and preferences may have been weakened. Bloggers groups themselves would be the influential factor that determines design preferences of bloggers in a network of blogs. To address the issue, this paper has conducted an assessment on blogs from six countries using content analysis method, national culture traits and SIDE model to ascertain design features characteristics and behaviour. Results from both the global and local blogs in each country showed that blogs design preferences in one country differ between both the global and local bloggers. Furthermore, global bloggers design preferences in countries under observation are found to be similar to one another

A Culturally Aware Approach to Learning System Interface Design

This mixed methods research explored interface design strategies for users from different cultures and localized settings. Guided by the cultural-historical development theory and HCI research, four critical factors—navigation design, information organization, layout design, and visuals—were investigated in designing culturally relevant interfaces for Americans and Taiwanese. American and Taiwanese groups—both contained two sub-groups of 30 participants—were recruited for the quantitative phase. Each participant was exposed to only one interface with content composed in their native language. However, one sub-group in each ethnic group was exposed to a culturally relevant interface and another was exposed to an alien interface. MANOVA on overall performance in both American and Taiwanese groups were significant. Americans performed better using the American interface (Wilks’s Λ=.85, F= 5.15, p< .01). They had significantly shorter performance time in the American (M=775) than the Taiwanese (M=1003) interface (F=6.29, p<.05), but differences on performance accuracy were not significant (F=2.74, p=.103). Taiwanese performed better using the Taiwanese interface (Wilks’s Λ=.67, F=14.06, p< .01). They had shorter performance time in the Taiwanese (M=743) than the American (M=1353) interface (F=6.29, p<.05), and they also had higher performance accuracy on the Taiwanese (M=11.7) than the American (M=10.0) interface (F=7.94, p<.01). In addition, t-test on overall preference in both American and Taiwanese groups were significant. Americans preferred the American (M=58.5) over the Taiwanese (M=53.0) interface (t=2.11, p< .05). And Taiwanese preferred the Taiwanese (M=58.7) over the American (M=46.9) interface (t=3.48, p<.01). Qualitative interviews of six American and six Taiwanese participants revealed three themes: First, when searching, Taiwanese were explorative and relied on hierarchical relationships; while Americans relied on prior experiences and analytical categorizations. Second, both groups have higher affiliation with design features matching their preferences. Finally, matching design features with users’ expectations and needs promotes positive perceptions and enhances interface usability. Both quantitative and qualitative Results imply that user interface designers should consider cultural perspectives when designing interfaces for online learning systems. Further studies might consider the relative impacts of the navigation, information structure, layout, and visual design on a broad range of user differences might have on learning

Applying Cross-cultural theory to understand users’ preferences on interactive information retrieval platform design

Presented at EuroHCIR 2014, the 4th European Symposium on Human-Computer Interaction and Information Retrieval, 13th September 2014, at BCS London Office, Covent Garden, London.In this paper we look at using culture to group users and model the users’ preference on cross cultural information retrieval, in order to investigate the relationship between the user search preferences and the user’s cultural background. Initially we review and discuss briefly website localisation. We continue by examining culture and Hofstede’s cultural dimensions. We identified a link between Hofstede’s five dimensions and user experience. We did an analogy for each of the five dimensions and developed six hypotheses from the analogies. These hypotheses were then tested by means of a user study. Whilst the key findings from the study suggest cross cultural theory can be used to model user’s preferences for information retrieval, further work still needs to be done on how cultural dimensions can be applied to inform the search interface design

Cultural aspects of multi-channel customer management: A UK case study

Channel management is one CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points throughout the customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis (Ramaseshan et al., 2006). In this paper the authors have conducted a case study in the UK to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The authors have used a Structurational Analysis model (Ali and Brooks, 2008) to identify the cultural factors (Ali, et al. 2008a) that influence multi-channel customer management in the UK

First Looks: CATaC '98\ud

The First International Conference on Cultural Attitudes Towards Technology and Communication (CATaC’98), and its affiliated publications, seek to bring together current insights from philosophy, communication theory, and cultural sciences in an interdisciplinary dialogue. The synthesis of disparate scholarly ideas will shed greater light on just how culture impacts on the use and appropriation of new communications technologies. Beyond the individual contributions themselves, some of our most significant insights will emerge as we listen and discuss carefully with one another during the conference itself. As a way of preparing for that discussion, I offer the following overview of the CATaC papers and abstracts, along with a summary of the insights and questions they suggest