TITLE: Cross-Cultural User-Interface Design

LEADER(s) & AFFILIATION(s): Aaron Marcus, President, Aaron Marcus and Associates, Inc., and Emily Gould, Adjunct Professor, Rensellaer Polytechnic Institute

CONTACT PERSON: Aaron Marcus

CONTACT EMAIL: Aaron@AMandA.com

ABSTRACT:

This tutorial introduces issues of globalization, internationalization, localization, and culture, in particular, Geert Hofstede's classic cultural anthropological study, Cultures and Organizations, in which he identifies five fundamental dimensions of all cultures:

1. Power distance
2. Individualism vs. collectivism
3. Femininity vs. masculinity
4. Uncertainty avoidance
5. Short vs. long-term time orientation

These dimensions are evidenced at work, at home, in schools, and in families through symbols, heroes, rituals, and values. The presenters define and explain these dimensions, and discuss their impact on the design of user interfaces and information visualization in Web-based communication, mobile devices, and information appliances. Then, they lead the audience on a tour of Web sites as participants examine cultural bias on the Web.

The presentations have appeared in Marcus, Aaron, and Emilie W. Gould, "Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?" Proc., 6th Conference on Human Factors and the Web, 19 June 2000, University of Texas, Austin, TX, available from www.tri.sbc.com/hfweb, and in Marcus, Aaron, and Emilie W. Gould, "Crosscurrents: Cultural Dimensions and Global Web User-Interface Design," Interactions, ACM Publisher, www.acm.org, Vol. 7, No. 4, July/August 2000, pp. 32-46. Participants will complete three exercises to test their skills.

THIS TUTORIAL IS CANCELED

Last modified October 28, 2001 by Scott Tilley.