User experiences for desktop, Web, mobile, game, and vehicle products/services must be usable, useful, and appealing across culturally diverse people, preferences, and expectations globally, even within a single country/language. Participants will learn practical principles and techniques immediately useful for analysis and design, and will discuss each topic as time permits.

Participants in this tutorial will 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); how these example dimensions relate to the design of user-interface components (metaphors, mental models, navigation, interaction, and appearance); how additional culture dimensions, models, and dimensions (e.g., persuasion, trust, intelligence, cognition) interact with basic culture-theory dimensions; 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, how culture differences and similarities affect Web 2.0 and social networking Websites.

Level

Beginner

Intended Audience

The course is for people who are new to the topic of cultue theory/design but may have some user-experience design background. Even experts will learn new things. These professions will benefit: analysts, anthropologists, designers, ethnographers, evaluators, game developers, marketers, researchers, software developers, software engineers.

Prerequisites

General background in user-interface/user-experience design, but not specific knowledge in culture theory.

Presenter(s)

Aaron Marcus, Aaron Marcus and Associates, Inc.

Mr. Marcus authored numerous articles about culture since 1993 and gave keynotes/lectures/tutorials on this topic since 1999. Since 1968, Mr. Marcus published 350 articles and ten books, taught, and designed/consulted. He is Editor-in-Chief Emeritus of User Experience, Editor of Information Design Journal, and editorial board member of Visible Language and International Journal of HCI. He is Visiting Professo, IIT’s Institute of Design, Chicago, Master, De Tao Academy, Beijing, starting a Center for UX Innovation, Shanghai, and International Advisor, Dragon Design Foundation, Beijing.