intercultural design

Intercultural DesignSmitha PrasadhSENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA

UXDC 2015 // 2015 OCT 9http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/

HI! I’M SMITHA.

Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson

Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson

SHARED CULTURAL CONTEXT

Idea referenced from a talk by John PayneDesigning for Meaning with Cultural Affordances”Midwest UX 2015 // 2015 October 2“

http://nwamotherlode.com/wp-content/uploads/ / /school- us. pghttp://www.lou se l .com/ espokeeduca onhttp://typegadget. logspot.com/ / /sp ral-note ook-paper-page-pu l c.html

http:// ohn-s-allen.com/galler es/ ue ec/s gns/sl des/w nds gn.htmlhttp://www.sw ss-m ss.com/ / /randoseru ackp.htmlhttp://www.dv .com/mus cal- nstruments/stentor- -a-v ol n-shoulder-rest--http://n ceartl fe.com/kerala-a-parad se-on-earth/http://www.tom ow.com/products/mono/

ntercultural commun ca on

EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

Intercultural commun ca on

how people think and communicate

culture + language +society

how people react to design



https://an cap.wordpress.com/ / / /poverty uneven-demograph cs/http://www.downw thdes gn.com/ nsp ra on/ - ggest-stock-photography-cl ches/

GEERT HOFSTEDECULTURAL DIMENSIONS

HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM

http://www.healthyplace.com/ logs/an ety-schman ety/ / /a out- od -aman/http://www.geek nge.com/ / / / est-ep sodes-the-o ce/

HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM

! / ":

our me-tested trad onalmethods”

VS.

“what will you accomplish

today?”

# harvard.edu $ scad.edu

HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE

http://usa.autodesk.com/adsk/servlet/pc/ nde d s tehttps://e ecu ve us nessportra tsnew ersey. les.wordpress.com/ / / mg pp-copy.

HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE

symbols of authority

%

# ideo.com $ delo tte.com

l m ngwork ows /

content by user type

&

HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE

https://www.vrt .com/content/verte -sc ence-fa r-mentorsh p-showcasehttp://www.ama on.co.uk/ he- gnorant- aestro- npred cta le- r ll ance-e ook/

HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE

'○emphasize clarity

warning messages for unconven onal

ehav ors

(

) SPAIN #

cocacola.comFULL INDEX.HTML OF EACH COUNTRY’S SITE

HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY

http://www.d scount-supplements.co.uk/ log/unleash- east-w th n/http://www.challengegym.co.uk/news/ t-fr days- n-fe ruary

HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY

AESTHETICS:

“in your face”VS.

“in our tummies”

*

# MEXICO $ DENMARKkfc.com

HOFSTEDE’S CULTURAL DIMENSIONS: .

http://www.korea.net/ out orea/ orean- fe/ es valshttps://skep calsunday.wordpress.com/ / / /skepsun- - /

HOFSTEDE’S CULTURAL DIMENSIONS: .

FORM DESIGN:

“it’ll be worth it”VS.

“ t ll e over soon

+

# JAPAN $ HONG KONGstarbucks.com

GEERT HOFSTEDE’S CULTURAL DIMENSIONS

INDIVIDUALISM vs. COLLECTIVISM

POWER DISTANCE

UNCERTAINTY AVOIDANCE

MASCULINITY vs. FEMININITY

vs.ORIENTATION

"

%

'○ (

&

*

+

!

EDWARD T. HALLHIGH VS. LOW CONTEXT CULTURES

.

ource: https://www.omega .com/apps/home/ ce ergs-the-case-and-case-statement-why-fraternal-founda ons-need-to-understand-how-they-all- nteract/

COMMUNICATIONa med at roaderd verse aud ences

COMMUNICATIONassumes a shared context and prior

knowledge

.

:

fam l ar contentsym ols terms

reduce perce vedredundancy

, / -

Citrix intranet redesign

ource: http://awards.des gnfore per ence.com/gallery/ /enterpr se-or- us ness-solu on/c tr

: COLORS AND SYMBOLS

http://thestylenote.com/ / / /styl ng- -color-com na ons/http://commons.w k med a.org/w k / le: nkan.

”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”

McDonald’s

Starbucks

Apple pie

Hamburgers

Guns

NASCAR

Baseball


:

McDonald’s

Starbucks

Apple pie

Hamburgers

Guns

NASCAR

Baseball

dver sements for pharmaceu cals

The Simpsons

War

Tipping

Donald Trump

Corn

Black Friday

“is obesity tangible enough? what about willful ignorance?”


:

Elementary school girls in beauty pageants

Squirty cheese in a can

e ed h gh schoolfootball players

New oil and gas drillsin 2015

Credit card debt

Cable news

orpora ons-are-people

n lateral par sansh p

nderfunded educa on

Fantasy footballor ust foot all

ow have corndogs and crea on sm not yet made it onto this list?”

“

McDonald’s

Starbucks

Apple pie

Hamburgers

Guns

NASCAR

Baseball


The Simpsons

War

Tipping

Donald Trump

Corn

Black Friday



:

Elementary school girls in beauty pageants

Squirty cheese in a can

e ed h gh school foot-ball players

New oil and gas drillsin 2015

Credit card debt

Cable news

orpora ons-are-people

n lateral par sansh p

nderfunded educa on

Fantasy footballor ust foot all

ow have corndogs and crea on sm not yet made it onto this list?”

“

McDonald’s

Starbucks

Apple pie

Hamburgers

Guns

NASCAR

Baseball


The Simpsons

War

Tipping

Donald Trump

Corn

Black Friday


:


: TECHNICAL LOGISTICS

http://www.telegraph.co.uk/news/worldnews/as a/ch na/ / h nese-c ty- paints-street-lane-for-mobile-phone-users.htmlhttp://g modo.com/ / nternet-speeds-and-costs-around-the-world-shown-v suallyhttp://www.ko k kukan.com/arch ves/ / / - .phphttp://www. c.com/tam l

DOS AND DON’TS

avo d stereotypes /-

does your meaningcarry across?

don t take your values/knowledge as default

be aware of stereotypes they may have of yourculture/group

don’t assume or judge

learn constantly (and do lots of research

remember your nov ce status

work with local/cultural liaisons

focus on the samenot ust the d erent

do connect and empathize

ntercultural des gn l ke all des gn is all about people.

We’re all in this together.

ABOVE ALL ELSE...

THANK YOU SO MUCH!

./0

INTERCULTURAL DESIGN RESOURCES

com ng soon

http:// ny.cc/ ntercultural

THANKS!

[email protected]://sm thaprasadh.com@holasmitha

http://randomw re.com/why- apanese-we -des gn- s-so-d erent/ apan- ack-to-the-future/