Intercultural Design Smitha Prasadh SENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA UXDC 2015 // 2015 OCT 9 htup://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
SHARED CULTURAL CONTEXT Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson
htup://nwamotherlode.com/wp-content/uploads/����/��/school-�us.�pg Idea referenced from a talk by John Payne htup://www.lou�se�l�.com/�espokeeduca�on Designing for Meaning with Cultural Afgordances” “ htup:/ /typegadget.�logspot.com/����/��/sp�ral-note�ook-paper-page-pu�l�c.html Midwest UX 2015 // 2015 October 2
htup://�ohn-s-allen.com/galler�es/�ue�ec/s�gns/sl�des/w�nds�gn.html htup://www.sw�ss-m�ss.com/����/��/randoseru��ackp.html htup:/ /www.dv���.com/mus�cal-�nstruments/stentor-����-a-v�ol�n-shoulder-rest--����� htup:/ /n�ceartl�fe.com/kerala-a-parad�se-on-earth/ htup:/ /www.tom�ow.com/products/mono/
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN �ntercultural�commun�ca�on
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN Intercultural �commun�ca�on culture + language + society how people think and communicate how people react to design
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN htups://an�cap.wordpress.com/����/��/��/poverty���������uneven-demograph�cs/ htup:/ /www.downw�thdes�gn.com/�nsp�ra�on/��-��ggest-stock-photography-cl�ches/
GEERT HOFSTEDE CULTURAL DIMENSIONS
HOFSTEDE’S CULTURAL DIMENSIONS :� INDIVIDUALISM VS. COLLECTIVISM htup://www.healthyplace.com/�logs/an��ety-schman��ety/����/��/a�out-�od�-aman/ htup:/ /www.geek��nge.com/����/��/��/�est-ep�sodes-the-o�ce/�
HOFSTEDE’S CULTURAL DIMENSIONS :� INDIVIDUALISM VS. COLLECTIVISM � / � ��������������: �our��me-tested� trad��onal� � harvard.edu � scad.edu methods” VS . “what will you accomplish today?”
HOFSTEDE’S CULTURAL DIMENSIONS :� POWER DISTANCE htup://usa.autodesk.com/adsk/servlet/pc/�nde���d���������s�te��������� htups:/ /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�tue.com � l�m��ng� work�ows�/� content by user type
HOFSTEDE’S CULTURAL DIMENSIONS :� UNCERTAINTY AVOIDANCE htups://www.vrt�.com/content/verte�-sc�ence-fa�r-mentorsh�p-showcase htup:/ /www.ama�on.co.uk/�he-�gnorant-�aestro-�npred�cta�le-�r�ll�ance-e�ook/
HOFSTEDE’S CULTURAL DIMENSIONS :� UNCERTAINTY AVOIDANCE ○ � � SPAIN � ����� emphasize clarity cocacola.com FULL INDEX.HTML OF EACH COUNTRY’S SITE � warning messages for�unconven�onal� �ehav�ors
HOFSTEDE’S CULTURAL DIMENSIONS :� MASCULINITY VS. FEMININITY htup://www.d�scount-supplements.co.uk/�log/unleash-�east-w�th�n/ htup:/ /www.challengegym.co.uk/news/�t-fr�days-�n-fe�ruary
HOFSTEDE’S CULTURAL DIMENSIONS :� MASCULINITY VS. FEMININITY � AESTHETICS : � MEXICO kfc.com � DENMARK “in your face” VS . “in our tummies”
HOFSTEDE’S CULTURAL DIMENSIONS :�������������.����������������������� htup://www.korea.net/��out�orea/�orean-��fe/�es�vals htups://skep�calsunday.wordpress.com/����/��/��/skepsun-���-����������/
HOFSTEDE’S CULTURAL DIMENSIONS :�������������.����������������������� � FORM DESIGN : � JAPAN starbucks.com � HONG KONG “it’ll be worth it” VS. “ �t�ll��e�over�soon�
GEERT HOFSTEDE’S CULTURAL DIMENSIONS INDIVIDUALISM vs. COLLECTIVISM � � POWER DISTANCE � � UNCERTAINTY AVOIDANCE � ○ � MASCULINITY vs. FEMININITY � ����������vs.����������� ORIENTATION �
EDWARD T. HALL HIGH VS. LOW CONTEXT CULTURES
���������������.��������������������� ����������� COMMUNICATION a�med�at��roader�� d�verse�aud�ences ������������ COMMUNICATION assumes a shared context and prior knowledge �ource:�htups://www.omega�.com/apps/home/�ce�ergs-the-case-and-case-statement-why-fraternal-founda�ons-need-to-understand-how-they-all-�nteract/
���������������.��������������������� � / � ���������������: fam�l�ar�content�� sym�ols��terms reduce�perce�ved redundancy Citrix intranet redesign �ource:�htup://awards.des�gnfore�per�ence.com/gallery/����/enterpr�se-or-�us�ness-solu�on/c�tr��
������������������������������������:� COLORS AND SYMBOLS htup:/ /thestylenote.com/����/��/��/styl�ng-���-color-com��na�ons/ htup:/ /commons.w�k�med�a.org/w�k�/��le:�nkan.���
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball ������:������������������������
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball ������:������������������������
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” McDonald’s �dver�sements for�pharmaceu�cals Starbucks The Simpsons Apple pie War Hamburgers Tipping Guns Donald Trump NASCAR Corn Baseball Black Friday “is obesity tangible enough? what about willful ignorance?” ������:������������������������
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” McDonald’s �dver�sements Elementary school girls for�pharmaceu�cals in beauty pageants Starbucks The Simpsons Squirty cheese in a can Apple pie War �e��ed�h�gh�school� Hamburgers football players Tipping Guns New oil and gas drills Donald Trump NASCAR in 2015 Corn Baseball Credit card debt Black Friday Cable news “is obesity tangible enough? �orpora�ons-are-people what about willful ignorance?” “ �n�lateral���par�sansh�p� �nderfunded�educa�on ��ow�have�corndogs�and�crea�on�sm� Fantasy football not yet made it onto this list?” �or��ust�foot�all� ������:������������������������
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?” McDonald’s �dver�sements Elementary school girls for�pharmaceu�cals in beauty pageants Starbucks The Simpsons Squirty cheese in a can Apple pie War �e��ed�h�gh�school� foot- Hamburgers ball players Tipping Guns New oil and gas drills Donald Trump NASCAR in 2015 Corn Baseball Credit card debt Black Friday Cable news “is obesity tangible enough? �orpora�ons-are-people “ what about willful ignorance?” �n�lateral���par�sansh�p� �nderfunded�educa�on ��ow�have�corndogs�and�crea�on�sm� Fantasy football not yet made it onto this list?” �or��ust�foot�all� ������:������������������������
������������������������������������:� TECHNICAL LOGISTICS htup://www.telegraph.co.uk/news/worldnews/as�a/ch�na/��������/�h�nese-c�ty- paints-street-lane-for-mobile-phone-users.html htup:/ /g��modo.com/�������/�nternet-speeds-and-costs-around-the-world- ��shown-v�sually htup:/ /www.ko�k�kukan.com/arch�ves/����/��/��-������.php htup:/ /www.��c.com/tam�l
DOS AND DON’TS don ’ t assume or judge do connect and empathize avo�d�stereotypes���/-� learn constantly (and do�lots�of�research�� does your meaning carry across? remember your nov�ce�status don�t�take�your�values / knowledge as default work with local/ cultural liaisons be aware of stereotypes they�may�have�of�your� focus on the same � culture/group not��ust�the�d��erent
ABOVE ALL ELSE... �ntercultural�des�gn��l�ke�all�des�gn�� is all about people. We’re all in this together.
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