Intercultural IA by Smitha Prasadh WIAD Pittsburgh 2016
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Intercultural communication involves culture; language; and society; and combines how people think and communicate and how people react to design. She introduces Geert Hofstede's Cultural Dimensions, considerations when localizing content and design.
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Intercultural IA by Smitha Prasadh WIAD Pittsburgh 2016
- 1. Intercultural IA Smitha Prasadh SENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA WORLD IA DAY PITTSBURGH 2016 // 2016 FEB 20http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/
- 2. Information architecture strategies for other cultures
- 3. Information architecture strategies for other cultures are the same as ours
- 4. Information architecture strategies for other cultures are the same as ours because we (more or less) started it.
- 5. http://www.2016.worldiaday.org USA Canada Italy Brazil UK 25 3 3 2 2 Europe Asia-Pacific South America Middle East Africa 8 6 4 3 1 Total number of countries: 57 Today’s World IA Day events
- 6. http://www.2016.worldiaday.org + http://www.iainstitute.org/resources USA Canada Australia Italy UK Sweden 39 10 3 2 2 2 Brazil Chile Denmark France Poland Online schools 1 1 1 1 1 16 Total number of schools: 79 ...and schools that teach IA/Design
- 8. How can we approach IA for diverse audiences?
- 9. Drawing inspiration from intercultural communication
- 10. Intercultural communication how people think and communicate culture + language + society how people react to design
- 14. SETTING A TONE: “our time-tested, traditional methods” VS. “what will you accomplish today?” tumblr.com IF by IFTTT /
- 16. symbols of authority ideo.com deloitte.com limiting workflows / content by user type
- 18. emphasize clarity warning messages for unconventional behaviors SPAIN QATAR cocacola.com FULL INDEX.HTML OF EACH COUNTRY’S SITE
- 21. AESTHETICS: “in your face” VS. “in our tummies” MEXICO DENMARKkfc.com /
- 23. FORM DESIGN: “it’ll be worth it” VS. “it’ll be over soon” JAPAN HONG KONGstarbucks.com /
- 24. INDIVIDUALISM vs. COLLECTIVISM POWER DISTANCE UNCERTAINTY AVOIDANCE MASCULINITY vs. FEMININITY LONG-TERM vs. SHORT-TERM ORIENTATION HOFSTEDE’S CULTURAL DIMENSIONS
- 25. INDIVIDUALISM vs. COLLECTIVISM POWER DISTANCE UNCERTAINTY AVOIDANCE MASCULINITY vs. FEMININITY LONG-TERM vs. SHORT-TERM ORIENTATION HOFSTEDE’S CULTURAL DIMENSIONS CAVEAT AND CONTROVERSY
- 26. How do we carry this out in our work?
- 27. Start with a cultural audit.
- 28. Start with a cultural audit, and look for what’s the same and what’s different.
- 29. Global product, localized pieces Several global templates, with localized variants Fully localized sites, in line with the brand
- 31. WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA? SOURCE: THE AUTODESK RECAP TEAM
- 32. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball SOURCE: THE AUTODESK RECAP TEAM WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
- 33. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball SOURCE: THE AUTODESK RECAP TEAM WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
- 34. McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball Advertisements for pharmaceuticals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” SOURCE: THE AUTODESK RECAP TEAM WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
- 35. Elementary school girls in beauty pageants Squirty cheese in a can Deified high school football players New oil and gas drills in 2015 Credit card debt Cable news Corporations-are-people Unilateral bipartisanship” Underfunded education “How have corndogs and creationism not yet made it onto this list?” “ McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball Advertisements for pharmaceuticals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” SOURCE: THE AUTODESK RECAP TEAM WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
- 36. Elementary school girls in beauty pageants Squirty cheese in a can Deified high school football players New oil and gas drills in 2015 Credit card debt Cable news Corporations-are-people Unilateral bipartisanship” Underfunded education “How have corndogs and creationism not yet made it onto this list?” “ McDonald’s Starbucks Apple pie Hamburgers Guns NASCAR Baseball Advertisements for pharmaceuticals The Simpsons War Tipping Donald Trump Corn Black Friday “is obesity tangible enough? what about willful ignorance?” SOURCE: THE AUTODESK RECAP TEAM WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA? “ “
- 38. Avoid stereotypes (+/-), and remember that they go both ways. Does your meaning carry across? Don’t take your values/ knowledge as default. don’t assume or judge Learn constantly (and do lots of research!). Remember your novice status. Work with local/ cultural liaisons. Focus on the same, not just the different. do connect and empathize
- 39. Like all design, intercultural IA is all about people. Though we may have originated IA, we have to ensure everyone benefits from it. Design is for everyone. ABOVE ALL ELSE...
- 40. Thank you! hola@smithaprasadh.com http://smithaprasadh.com @holasmitha http://randomwire.com/why-japanese-web-design-is- so-different/japan-back-to-the-future/ Global UX. Quesenbery and Szuc. Elsevier 2012. Handbook of Global User Research. ed. Robert Schumacher. Elsevier 2010. Universal Methods of Design. Hanington and Martin. Rockport 2012. http://www.2016.worldiaday.org http://www.amanda.com/cms/uploads/media/AMA_ GlobalizationUserInterfaceDesignWeb.pdf https://www.deepdyve.com/lp/association-for-computing- machinery/cross-cultural-user-experience-design- including-asia-iMzdtBufaw?impressionId=56ba46d583ea c&i_medium=docview&i_campaign=recommendations&i_ source=recommendations http://sareedreams.com/2009/01/the-washing-machine-that- ate-my-sari-mistakes-in-cross-cultural-design/ http://www.dtelepathy.com/blog/design/ux-flows-onboarding http://www.useronboard.com/how-tumblr-onboards-new-users http://www.useronboard.com/how-if-onboards-new-users/ http://semanticstudios.com/international_information_ architecture/ http://semanticstudios.com/information_architecture_30/ http://www.howtomakesenseofanymess.com https://medium.com/@aileen.medina/the-evolution-of- information-architecture-85099ce75774#.9jphdn866 https://medium.com/@erqiudao/invisible-design- dde3d89d451e#.geezetls https://www.researchgate.net/publication/225114215_ Incorporating_the_Cultural_Dimensions_into_the_Theoretical_ Framework_of_Website_Information_Architecture