culturability: linfluenza dei fattori culturali nellusabilitÀ del web u niversitÀ degli s tudi di...
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CULTURABILITY:
L’INFLUENZA DEI FATTORI CULTURALI
NELL’USABILITÀ DEL WEB
UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA,
INGEGNERIA, ECONOMIA
CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN
EDITORIA E COMUNICAZIONE MULTIMEDIALE
ANNO ACCADEMICO 2010/2011
RELATORE: PROF. MARCO PORTA
CORRELATORE: PROF. MASSIMO CELLARIO
TESI DI LAUREA DI
ARIANNA RICOTTI
Usability
“… the extent to which a product can be used by specified users to
achieve specified goals with effectiveness (task completion by users),
efficiency (task in time) and satisfaction (responded by user in term of
experience) in a specified context of use (users, tasks, equipments and
environments)”
(ISO 9241-11)
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Usability
“Web Usability is the art of creating a website where people move at
ease and effortlessly find what they need. Web usability is clarity,
speed, ability to communicate and provoke a response”
(Jakob Nielsen)
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Culturability
Culturability = culture + usability
(Barber & Badre)
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Definitions of Culture
“Culture is the collective programming of the mind which distinguishes
the members of one group or category of people from another”
(Geert Hofstede)
“Culture is the software of the mind”
(Geert Hofstede)
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Geert Hofstede: the five cultural dimensions
Individualism vs. Collectivism (IDV)
Masculinity vs. Femininity (MAS)
Power Distance (PDI)
Uncertainty Avoidance (UAI)
Long-term vs. short-term orientation (LTO)
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Case studies: Pepsi and Coca-Cola
Individualism vs. Collectivism (IDV)
The presence of people or groups and their relationship with the
represented product
o High IDV = individualism: few or no person in the websites
o Low IDV = collectivism: the presence of a greater number of
people represented in the websites
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Pepsi USA - IDV: 91 Coca-Cola USA - IDV: 91
Case studies: Pepsi and Coca-Cola
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Pepsi China - IDV: 20 Coca-Cola China - IDV: 20
Case studies: Pepsi and Coca-Cola
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Case studies: Pepsi and Coca-Cola
Masculinity vs. Femininity (MAS)
The presence of people according to gender differences
o High MAS = masculinity culture: only males depicted in
websites
o Low MAS = femininity culture: only females or people of both
genders depicted in websites
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Pepsi Japan - MAS: 95 Coca-Cola Japan - MAS: 95
Case studies: Pepsi and Coca-Cola
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Pepsi Sweden - MAS: 5 Coca-Cola Sweden - MAS: 5
Case studies: Pepsi and Coca-Cola
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Case studies: Pepsi and Coca-Cola
Power Distance (PDI)
Age differences
o High PDI: adult or older people represented in websites
o Low PDI: young people represented in websites
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Pepsi Slovakia - PDI: 104 Coca-Cola Slovakia - PDI: 104
Case studies: Pepsi and Coca-Cola
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Pepsi Austria - PDI: 11 Coca-Cola Austria - PDI: 11
Case studies: Pepsi and Coca-Cola
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Case studies: Pepsi and Coca-Cola
Uncertainty Avoidance (UAI)
The amount of information shown in the homepage
o High UAI: many subsections simultaneously
o Low UAI: very simple navigation menu
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Pepsi Belgium - UAI: 94 Coca-Cola Belgium - UAI: 94
Case studies: Pepsi and Coca-Cola
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Pepsi Denmark - UAI: 23 Coca-Cola Denmark - UAI: 23
Case studies: Pepsi and Coca-Cola
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Case studies: Pepsi and Coca-Cola
Long-term vs. short-term orientation (LTO)
The presence of links to the “history” section
o High LTO = cultures oriented to long term: interest in past,
present and future events
o Low LTO = cultures oriented to short term: focus on the
present, not on past events
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Pepsi Japan - LTO: 80 Coca-Cola Japan - LTO: 80
Case studies: Pepsi and Coca-Cola
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Pepsi Czech Republic - LTO:
13
Coca-Cola Czech Republic -
LTO: 13
Case studies: Pepsi and Coca-Cola
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Acculturation
Preparing and adapting a product to other markets and nations, and
for use by
different cultures
Two possibilities:
Internationalization
Localization
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Internationalization Localization
One website to be used
anywhere
Result: interface adapted for
use in various countries and
languages
Advantages:
o Reduced time and costs
o Fewer resources
o More efficient architecture
Adaptation of the website for
specific or “local” markets
Text translated for the specific
country
Sense of belonging and
identification of the user
Advantage: access to more
markets
Internationalization and Localization
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Amazon Last.fm
Internationalization and Localization
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Cultural markers
Factors that influence the culture
Elements of interface design found in Web pages
Significant elements highly prevalent or common in a particular
cultural group
Language, colours, spatial organization, icons, symbols
Results: influence the way a user interacts with the website16/4/2012Arianna Ricotti
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Language Symbols, icons and images
Speech used by a particular
group of people
Principal component to
acquire information from a
website
Accessible website if available
in the language of the users
Plain text, common words and
avoiding jargon
Misunderstandings or
misinterpretations up to
offend
Different meanings for
different cultures
Potentially sensitive issues:
religious symbols, human
body, women, hand gestures
Cultural markers: language, symbols, images
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Cultural markers: colour
Highly communicative and connected to people’s feelings and
cultures
Use of colour perceived as negative or positive in different cultures:
o Red = happiness in China
o Red = death in South Africa
o White = funeral in Eastern
o White = wedding in Western
Colour and religion:
o Judeo-Christian = red, blue, white and gold
o Buddhism = saffron yellow
o Islam = green16/4/2012Arianna Ricotti
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Cultural markers: colour
Websites in Saudi Arabia and the UAE: preponderance of Islamic
green or desert colours (yellow, brown and orange)
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Asian languages: vertical
orientation
Arabic languages: written
horizontally from right to left
Cultural markers: page layout
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Conclusions
It is easy to create a website from a technical perspective
It is complicated to create a website for effective communication in
the global market
Culture is important
Adapting the main cultural markers
Very different people
Marketing strategies: impossibility to meet the cultural criteria
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