User interfaces for desktop, Web, mobile, and vehicle platforms extend across culturally diverse user communities, sometimes within a single country or language group, and certainly across the globe. If user interfaces are to be usable, useful, and appealing to such a wide range of users, user-interface/user-experience developers must account for cultural aspects in globalizing/localizing products and services. In this course, participants will learn practical principles and techniques that are immediately useful for both analysis and design tasks. Where time permits, they will have an opportunity to put their understanding into practice through a series of group exercises.Some handout materials are available in Mandarin.
Intended audience includes software and hardware engineers, HCI/CHI/UI/UX designers and analysts and evaluators, visual and interaction designers, usability professionals, cognitive scientists, globalization/localization experts, ethnographers and anthropologists, marketers, and business managers who may know relatively little about about the subject of culture models and their use in design and evaluation.
Participants should be familiar with user-interface design for mobile, Web, or desktop platforms but need not have experience with culture analysis and design.
Session 1: 9:00-10:45
09:00-09:15 Aaron Marcus: Welcome and Introduction
09:15-10:45 Aaron Marcus: Cross-Cultural Theory, Models, and Issues
Session 2: 11:00-12:45
11:00-11:30 Aaron Marcus: Auditing Culture of Software and Analyzing Country Cultures
11:30-12:00 Aaron Marcus: Culture and Mobile UI Design
12:00-12:30 Aaron Marcus: Culture and Web 2.0/Social Network UI Design
12:30-12:45 Aaron Marcus: Wrap up and Discussion
Aaron Marcus has 45 years of experience in user-interface design/evaluation, has published six books and more than 250 articles, and has published and lectured about culture and user-interface design since 1993. He has led his firm for 29 years and was named a Fellow of the AIGA and a member of the CHI Academy. In 2010, AM+A researched and published a culture audit of software and an analysis of country culture and international corporate office culture in order to improve collaboration, cooperation, and communication. This will be included in the course notes. Aaron Marcus has been giving one-day tutorials successfully since 1980, including more than nine tutorials at SIGGRAPH.