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Anthropologist
in search of UX
5.                                 1.
                   UCD - case                       Experience
                    studies                           circle




                       Anthropologist
                         in search
4.                                    2.
                           Of UX
     Ethnography                                               Good design
        of UX                                                  - case studies

                              3.
                                   Low vs. High
                                     Context
                                    Cultures
Theory

                               Low vs. High
Experience    Good design
                                 Context
  circle      - case studies
                                Cultures
Experience circle




 Design             Culture
   UX              Experience
Lifestyle             Life
Solution            Problem
Good design is:


           Simple
         Transparent
          Coherent
...or not :)
Good design is:


               Western/
              Low Context
                Culture
   Simple
Transparent
 Coherent
Low vs High Context
    Cultures
                     G. Hofstede
  E. Hall                  
      
             Power Distance
Low Context      Individual/Collective
High Context      Masculine/Feminine
      
         Uncertainty Avoidance
Monochrone     Long/Short-Term Oriented
 Polichrone
Low vs High Context
    Cultures

  E. Hall
      
                G. Hofstede
Low Context
                      
High Context
               Power Distance
      
Monochrone
 Polichrone
Low vs High Context
    Cultures

  E. Hall
      
            G. Hofstede
Low Context              
High Context      Power Distance
      
        Individual/Collective
Monochrone
 Polichrone
Low vs High Context
    Cultures

  E. Hall
                   G. Hofstede
      
                         
Low Context
                  Power Distance
High Context
               Individual/Collective
      
                Masculine/Feminine
Monochrone
 Polichrone
Low vs High Context
    Cultures

  E. Hall           G. Hofstede
      
                   
Low Context       Power Distance
High Context   Individual/Collective
      
         Masculine/Feminine
Monochrone     Uncertainty Avoidance
 Polichrone
Low vs High Context
    Cultures
                     G. Hofstede
  E. Hall                  
      
             Power Distance
Low Context      Individual/Collective
High Context      Masculine/Feminine
      
         Uncertainty Avoidance
Monochrone     Long/Short-Term Oriented
 Polichrone
Practice


Ethnography   UCD - case
   of UX       studies
Ethnography of UX

Usability
                                         Interview
  tests


                             Discourse
                Trends
                             analysis
               analysis/
                             (forums,
              Netscouting/
                              social
              Nethnography
 Research                     media)
 panels +                                 Diary
co-creation                              studies
Americans
• Google Analytics - majority of our
  users, many belonging to the
  "referrals" category

• Average level of UA (asking for the
  "About us" page)

• Preferred form of contact - email

• Popularity of the blog written in their
  slang
Asians

• Google Analytics - most of the
  visitors coming from India

• Preferred form of contact - live chat
  (Short-term oriented)

• Tendency towards deepening the
  relationships
Europeans

• Google Analytics - most of the
  visitors coming from Germany,
  Netherlands and UK

• High level of UA - questions about the
  product technical details

• Users engagement - product testing,
  co-creation, interviews
What's next...?


    Anthropologist in
      search of UX
Anthropologist in
              search of UX
                 UX evaluation

                     R3

                                   R1
UX design                         Cultural research




                     R2
                 Users research
Thank you!

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Anthropologist in search of UX

  • 2. 5. 1. UCD - case Experience studies circle Anthropologist in search 4. 2. Of UX Ethnography Good design of UX - case studies 3. Low vs. High Context Cultures
  • 3. Theory Low vs. High Experience Good design Context circle - case studies Cultures
  • 4. Experience circle Design Culture UX Experience Lifestyle Life Solution Problem
  • 5.
  • 6.
  • 7. Good design is: Simple Transparent Coherent
  • 8.
  • 9.
  • 11.
  • 12.
  • 13. Good design is: Western/ Low Context Culture Simple Transparent Coherent
  • 14. Low vs High Context Cultures G. Hofstede E. Hall Power Distance Low Context Individual/Collective High Context Masculine/Feminine Uncertainty Avoidance Monochrone Long/Short-Term Oriented Polichrone
  • 15. Low vs High Context Cultures E. Hall G. Hofstede Low Context High Context Power Distance Monochrone Polichrone
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. Low vs High Context Cultures E. Hall G. Hofstede Low Context High Context Power Distance Individual/Collective Monochrone Polichrone
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Low vs High Context Cultures E. Hall G. Hofstede Low Context Power Distance High Context Individual/Collective Masculine/Feminine Monochrone Polichrone
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. Low vs High Context Cultures E. Hall G. Hofstede Low Context Power Distance High Context Individual/Collective Masculine/Feminine Monochrone Uncertainty Avoidance Polichrone
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. Low vs High Context Cultures G. Hofstede E. Hall Power Distance Low Context Individual/Collective High Context Masculine/Feminine Uncertainty Avoidance Monochrone Long/Short-Term Oriented Polichrone
  • 47.
  • 48.
  • 49. Practice Ethnography UCD - case of UX studies
  • 50. Ethnography of UX Usability Interview tests Discourse Trends analysis analysis/ (forums, Netscouting/ social Nethnography Research media) panels + Diary co-creation studies
  • 51. Americans • Google Analytics - majority of our users, many belonging to the "referrals" category • Average level of UA (asking for the "About us" page) • Preferred form of contact - email • Popularity of the blog written in their slang
  • 52.
  • 53. Asians • Google Analytics - most of the visitors coming from India • Preferred form of contact - live chat (Short-term oriented) • Tendency towards deepening the relationships
  • 54.
  • 55. Europeans • Google Analytics - most of the visitors coming from Germany, Netherlands and UK • High level of UA - questions about the product technical details • Users engagement - product testing, co-creation, interviews
  • 56.
  • 57. What's next...? Anthropologist in search of UX
  • 58. Anthropologist in search of UX UX evaluation R3 R1 UX design Cultural research R2 Users research