User experience research and User Centred Design must account for not only the user but also where they live. The surrounding culture, including traditions, language and even religion can have a big impact on the best user experience research methods, design recommendations and also the general uptake of solutions. For multi-national organisations with digital channels, getting this aspect right can mean the difference between a highly effective and enjoyable experience and one that underperforms and confuses users. The talk will explore some ways in which user-centred design research and recommendations can account for local cultures and international factors. How can local culture affect what methods work best and how design ideas can be presented most effectively? We will use examples from various parts of the world, including a case study of researching web accessibility in the Middle East. The project showed how some local cultural factors impacted web accessibility provisions, and recommends an approach to create a viable accessibility “market” including organisations, digital suppliers and people with disabilities. User Vision has worked with several multinational organisations from offices in the UK and the UAE, and will share experiences that they and others in the UX community have gained.
3. International cultures and UX
A case study: accessibility in a different culture
Localisation and culture in design
Conducting International UX Research
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4. Introduction to Abu Dhabi & the UAE
Wealthy, oil-based economy
Culturally conservative
Ambitious eGovernment plans
Raise awareness of accessibility
amongst Government Entities
For Counter, Kiosk, Phone & Online
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5. Three Key Phases
1. Baseline of Current Accessibility Landscape
2. Develop National Accessibility Guidelines
3. Evaluate Current sites
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6. 1. Baseline of Current Landscape
Assess current accessibility awareness, provisions
Meetings with stakeholders, disability groups
Low awareness of web accessibility among
People with disabilities
Government departments
Digital agencies
Can’t we just Its not a problem.
Do we create a If it was we would
create an
separate page have heard about
information
for each it.
page for disabled
disability?
people?
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7. 2. Develop Guidelines
Created Mandatory & Optional Guidelines
Rationale & technical details provided for each
Guidelines ordered by element type:-
Use of images and colour
Navigation
Forms and form validation
etc
Rather than by the 4 “POUR” principles of WCAG 2.0
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8. 3. Evaluate Current Infrastructure
1. Assess Sites
All sites tested failed to meet mandatory guidelines
2. Assess Vendors / Digital agencies
Interviews, tests and meetings to select a shortlist
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9. Job done!!
Insight into accessibility within Abu Dhabi government
Detailed review of several sites
A list of suppliers who know accessibility
Easy to use guidelines, checklist & technical guide
So….…We’re all set then, right?
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10. NO
Guidelines on their own don’t make a site accessible
Need to have
Motivation to make sites accessible
Skills to make accessible sites
Skills to review sites for accessibility
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11. Web accessibility “Market”
Assistive Technology –
Provision, training &
People With • Raise awareness
• Work with NGOs
language support Disabilities • Campaign
• Sue?
NGO’s (e.g.
Specialists Guidelines (WCAG 2.0) RNIB, Zayed, ADA
Researchers Laws (E.g. Equality Act, ADA) )
Consultants Standards (BS8878) Awareness (e.g.
fixtheweb)
Suppliers / Company /
agencies organisation
• Hear the feedback
• Feel the pressure (from clients) • Feel the Pressure (PR, legal)
• See a competitive opportunity • Understand benefits
• Learn the requirements & guidelines • Learn what’s required
• Apply regularly • Fix the site & Future proof
Company standards
CSR efforts
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12. 1. Bottom up or top down?
Tradition of disability activism
in the UK and US
See www.itsourstory.org
Not in Middle East
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13. 2. Perceptions
“People with disabilities in this region still face obstacles
in being included in society alongside people without
disabilities.”
World Bank - Disability in Middle East and North Africa Region
Although hard to quantify, people with disability are often not
integrated or recognised as much as in the West
http://www.guardian.co.uk/commentisfree/2009/dec/05/middle-east-disability-poverty
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14. 3. Expectations
What is the role of Disability Support groups / NGO’s?
To campaign on rights, to the government?
Provide skills & confidence to allow people with
MIDDLE EAST
WEST
disabilities to look after themselves?
Provide technology to help adapt?
To give money & care assistance?
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15. 4. Other factors
Resources
National level
Project level
Consequences
Legal framework & tradition
In West there is more chance of scrutiny, legal action
Awareness
Among people with disabilities
Channels to report accessibility failures
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16. Ending on a positive note…
It takes time for guidelines to take effect
Some agencies are talking about accessibility
Accessibility considered in regional eGov Awards
Official Arabic Translation of WCAG 2.0
Regional Centres of Excellence
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17. UX , UCD and the wider world
Localisation and culture in design
Conducting UX research internationally
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21. Travel - France
Localisation practicalities
Your name must be shown exactly as it
appears in your passport
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22. Financial Services – Middle East
International bank selling Islamic banking products
“If this is Islamic Finance –
I should see images
relating to Islam.
Not…Bhuddism??”
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23. Travel – Hotels - China
Users annoyed by the mixture of languages
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24. Performing UX Research Abroad
Set your expectations
Takes more time
Is more expensive
Has many logistical complications
Can be exhausting
Expect to get less done in a research session - more chat
about weather etc before testing
Participants may not have a tradition of punctuality
Be aware of local customs and culture – e.g. Arab countries
Prayer times
Shaking hands
Crossed legs – soles showing
Ramadan
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25. Performing UX Research Abroad
Use a cross-cultural research team
Use a mix of research methods
Gain access through local partners
Adapt sampling / recruiting strategies
Adapt data collection methods
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26. Language – Devils in the detail
People in different countries and locations perceive
even the same words differently
“How often do you use the mobile Internet”
Asia- “mobile Internet” meant only web sites tailored for
mobile use
Europe and the United States - any web site accessed
through a phone
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27. International Research
Understand context of where you are researching
Arrive a day or 2 early, observe, learn local news, events
All of your time in-country is part of your research!
Recruiting
Local partner for access
Adapt sampling strategies
“Screening” may not make sense,
Put participants at ease
Appropriate dress
Show interest in their culture
Consider inbuilt laptop camera
27 Be patient – pace of questions, rapport building
28. Usability AND ethnography inform each other
Consider ethnographic approach
E.g. Provide cameras to participants, they take photos of
their environment – great icebreaker
Artefacts
Walkthroughs, demonstrations, participatory
Design methods, cultural probes,
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29. International Research - logistics
Keep an eye on the time
www.timeanddate.com
Plan in detail, backup to the cloud
Transporting equipment & data
International Customs
Use the cloud for backup
Pilot test at home first
Use bandwidth shaper to create typical speed
Same for OS, browser, resolution etc
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30. One team or several partners?
Same team does all visits
• Perhaps with translator
• More consistent
• More time
• More travel
Different teams work in parallel
• Pre-test preps critical
• Quicker fieldwork
• Beware translation issues
• Careful analysis needed
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31. My Wall of Thanks
General Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu
Dhabi , Deputy Supreme Commander of the UAE Armed Forces, Chairman
of the Abu Dhabi Executive Council
Mark Palmer Whitney Quesenbery Dan Szuc Christina Li
David Banes
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Jamie Sands Susan Dray Shadi Abou-Zahrah
32. Thank you
Chris Rourke
Managing Director
0131 225 0850
chris@uservision.co.uk
@uservision
@crourke
www.uservision.co.uk
We’re hiring!
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33. Welcome to UCD2012
Sponsored by
Supported by
Supporters Sponsors Organiser
Notes de l'éditeur
Why do research internationalIts neededIts interesting Its funWe have reached the point where the technology barriers are being removed and there are often more local nuanced issuesthe knowledge and wisdom start to diverse and the attention start to shift from a technical point, to a more humanity perspective, in other words, a human-centered-approach of UX. The complexity of practicing UX is no longer about learning all the tools to research or design innovation, but about the people using the technologies. Where Local issues can make a difference LanguageExpectation dangers of overlooking culture – examples – some of them head slapping. Jumeirah, Emirates, HSBC Amana – check these reports
Put in some images of AD
Among people with disabilities Limited access to assistive technologiesUnaware of enhancementsFew requests for enhancementsIn ADGEs - inability to verify the quality of work by vendorsPhase 2 Review of existing Accessibility Guidelines:-Existing Abu Dhabi Government accessibility guidelines and style guidesMajor international guidelinesWeb Content Accessibility Guidelines 2.0 (W3C)Section 508 (USA)Governmental/Public Sector GuidelinesAustralian GovernmentNew Zealand GovernmentWide range of guidelines from EU nations, including the EU itselfRNIB, BBC and Lloyds TSB Bank.Phase 2 findings Most guidelines are based loosely on existing international de-facto standards such as WCAG 1.0 or WCAG 2.0Key disability groups are catered forBlind and visually impairedCognitively impairedPhysically impairedHearing impairedSizeable overlap in the guidelines specified, which combined with previous experience of the difficulties disabled users encounter when using the web, allowed us to create an optimal set of blueprint guidelinesMandatory and optional guidelines were specified within the blueprint, broken down into the following element types:-Page structure and contentNavigationForms and error handlingData tablesScripts and eventsImagesColourGuidelines produced were only a blueprint and were subject to possible change or restructuring during the creation of the final guidelines (Phase 4)Te fact they did not hear of the issue – THAT IS THE PROBLEM there is no comms to the government to tell them there is a problem
suppliers to ensure future complianceStraightforward, clear processes and checklists for assessing sites against the guidelinesA sample set of 20 sites assessed which can serve as examples to other ADGEsA list of suppliers which have proven accessibility skillsImplementation timetable provided within audits for the addressing of the issues raisedShortlisted vendors will potentially be involved in implementation of recommendations
Certainly I have seen this type of market grow in the UKAsk the audience of what are some high profile cases of sites running into accessibility troublesRiver IslandBMI babyIn MENA A history of AT being simply imported without adequate training and support locally had created a degree of reticence amongst purchasers to invest further. One of the key limitations on further expenditure is the limited range of choices for solutions which support Arabic speakers and potential purchasers report strong preferences for Arabic or bilingual solutions that support both English and Arabic. AE, Saudi Arabia etc. Responses from potential purchasers again reports a strong preference for bilingual solutions which support Arabic script and languageEgypt, Syria etcOther Middle East states have a lower level of spend on assistive technology. Whilst there is some use of English based products, these have limited value as English is not as widely spoken within these states. Key purchasers such as libraries and public bodies report severe limitations on the availability of entry level, assistive technologies that support Arabic. A number of products are in development and include on screen keyboards, magnification packages and hardware communication aids. However choice is limited and there remain key gaps in the market such as Voice recognition, software to support Learning Disability and solutions to support people with a hearing impairment. ADA = American Disability Association
Disability Living Allowance (DLA) - GOV.UKPeople with disabilities formed a civil rights movement inspired by that of the 1960s, arguing that their isolation and segregation was not a natural result of disability, but rather of physical and attitudinal barriers. They said inaccessible spaces and people’s assumptions about their abilities were the problem. The Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990 now ask us to think of disability discrimination as we do race or gender discrimination.Dates for dda , equality actThis kind of protest (cameron) would not be very welcome in placed in the middle east
http://www.guardian.co.uk/commentisfree/2009/dec/05/middle-east-disability-povertyHanaaHelmy, an Ashoka fellow who runs a centre for children with cerebral palsy in a south Cairo suburb. "People often ask me why I bother," said Helmy. "The idea that children with cerebral palsy could be self-dependent and integrated with Egyptian society is completely alien; most people think they'd be better off dead.“As the NGO Handicap International says in its profile of Egypt, "ordinary" Egyptians "hardly consider [disabled people] as regular capable citizens having their own strengths and weaknesses, rights and duties".Prevents those with disabilities being taken seriously as independent agents, leaving them at the mercy of negative stereotypes.
In some developing arab countries – disabled people are the ones most likely to be the ones you see begging overnment – not going to rock the boat too muchIs the NGO finded by govt
Like a maslow hierarchy of needsNational level Developing countries are more worried about getting wide & stable internet access & infrastructureSome countries are more open to working with external expertsProject levelMay not be aware of the accessibility issueBudgets & projects don’t allow it Was in initial project plan but droppedThere is no legal framework there to allow something like a private lawsuit to happen – or any desire by NGOs to lock horns with companies like this Are there channels for them to point out accessibility failures?Are the NGOs aware of content related solutions (as opposed to plugins, software or assistive tech)?Do people receiving feedback relating to accessibility understand the nature of the complaint?
Also official aram translation wcag 2 The Mada National Web Accreditation Program is comprised of three levels. They are “Access Committed,” for organisations that make a concrete commitment towards establishing an accessible web presence by a certain date, “Access Certified,” to those organisations that have achieved a certain level of accessibility, and the “Access Award,” for those websites that have shown excellence in the field of e-accessibility.MADA & Qatara e accessibility There are three things that I would see as crucial to mention about the process 1. Need for end to end support in the early stages – audit, advice and training 2. Certification is important so Mada have launched a scheme to accredit web sites for levels of accessibility in the region. In the future we aim to offer accreditation to individual designers3. Assistive Technologies and eAccessibility are two sides of the same coin – one without the other is a barrier to digital inclusion MADA serviceseAccessibility PolicyWeb audits and reviews Funding accessibility related toolsWeb Accreditation Program & AwardAssistive Tech showcase for people with a disability in Qatar & regionPromote AT awareness & training Supporting development of Arabic language ATA wider ecosystem needs to be in place to make accessibility actually happenCulture and tradition is an important part to that ecosystem
Want to talk about 2 main topics for the rest1. How the international factgors affect user experience – where usability problems appear that are essentially due to culture, tradition, labnguageWhat this means for ou
We take with us our expectations of web style and how things should lookHere is a popular web portal in the UKHere is one in China – Sina.com personally I find it a bit anxiety inducing to look at , even without knowing the fact that half those images are moving around in one way or the otherAnd that that is just the top of a very LONG LONG pageSo in a similar way other cultures look at sites we think are fine – with their perspective here are some examples from different industries and places in the world
Image not well relating to Middle Eastern audience Thiose with English as 2nd language often rely more on the imagesProtecting business – not seen as insurance – its an abstraction too much. Many thought it waqs security servicesReading the stories of people - much more popular amoung local populatiopn than western expats
Why were the conversions so much lower in France for a Middle eastern airline? Various reasons “If the site does not work for me, I’d even question the safety of the plane”1. AttitudesTesting in France for airline - very proud of Air france - would pay more for that , built up levels of trust that dotn have with others. Middle east airlines have to work harder to earn their trustFound felt if the site does not work for them – they question the safety of the plane. And starting off from a difficult pointt anyway And more worried about Middle eastern onesEnglish Text
Some of these seem super obvious when you look back in hindsight or when you see thenm happening in the usability testing – but it takes the intenational research to show these problems, to convince the powers that be back home there is a problem There appears to be lower awareness of these than in other countries in which testing has been undertaken. Very few knew the regional code – and this issue was exacerbated by most wanting to enter a mobile number – which, of course, do not have regional prefixes.
Some of the images chosen were highly inappropriate and drew criticism. There was a very strong demand for images which reflect Islamic culture. Especially since they were not a local bank but a global one – they had to work harder to convince potential customers they had the creds for Islamic banking - this image undermined that Independent Shariah scholars ensure that our services are Shariah compliant and meet Islamic legal guidelines.
Mix of languages – very offputtingProbably some important messge in Chinese – followed by English buttonsFew things more annoying than having some cntent in local language some in English Especially when the Dropdown invites yuou in in Local language then – you see englishAll of these are the types of things that seem blingingly obvious when I show then here But they go on – they went on – as business as usual for a long timeThey are the silent lose4s that contriobuted to user confusion and lower conversion rates Until an overt effort is made to research this – they are unknown
Using UCD methods in international markets requires making some changes in the MethodologyAnd we would like to share them - and to learn what lessons YOU have learned as wellMethodological lessons to help planinternational user studiesRemote testing: when and how it canbe usefulPreparing yourself for internationalresearchSome top tips in performing international UCD research – some of these are cultural related some are just good adviceTradition punctuality – more no shows, late showsThis is some advice in terms of How to perform research in different culturesHow to recommend changes differently based on the cultureAccount for more time than expected between interviews
Use a cross-cultural research teamUse a mix of research methodsStart with a broad focusConduct inquiry in local languageGain access through local partnersAdapt sampling strategiesAllow sufficient timeAdapt data collection methodsBOTH Local AND “foreign” perspectives areneededLocal researchers can interpret“Foreign” researchers see things that are notapparent to local staff• “If you want to know about water, don’t ask afish”“Honored guests” and “Normal folks”together can make a visit run smoothlyCross-cultural learning should be 24 x 7!
Maybe mention how whitney was thrown when someone said they were “chuffed” with the interface while researching in the UK “Never Settle”US – Never settle for less, keep strivingMandarin – Don’t agree negotiationIndonesian – Don’t sit downOne ;arge phone company found there were differences in interpreting these words “How about some Learning Games on the site”US - OK, sounds fineJapan and Far East - no way!Mention the one about whitnet IEEE ideaof Games for learning engineering principles – idea went down very well in the US – in China and far east – NO!
Immersion day before doing research – get comfortable with the culture, habits – have locval contact tell you about things, turns of phrase etcConsider whether to take notes by notebook not pc. Or at all Appropriate dress – arab countries – especially conservative ones – less noticeable – yest you still have to tell them they are being videod. More for the camera consciousOpen ended interviewsLeads to personas & story boardsAdditional respect for elderly Work with an organization that already has tiesto local communitiesBe aware that you will be associated with thatorganization’s goals in the eyes of participantsMonitor potential impacts (plus and minus) ofthis linkageRecruit locallyMay need to find “alternative routes” in toparticular (esp. to disadvantaged) populationsAdapt sampling strategies Sampling criteria have very different meanings indifferent parts of world• Income• Education• Usage of ICTs• Family constellation You may need to use very different methods ofobtaining participants depending on the requirementsof the sample such as:• Door-to-door• Posting on community bulletin boards (electronic or physical) “Screening” per se may not make sense, especially ifyou are working in rural areasorgAllow sufficient time Cross-cultural studies take more time to plan andexecute than mono-cultural studies Rapport-building is even more critical and is always thefirst goal of the study• Guests may need to share info about themselves• Observe rituals to build rapport Make sure local colleagues are also comfortable More background information is often needed so youcan make sense of the data Therefore, visits usually last longer Also allow more time between visits to recover
Use and adapt a mix of methods• e.g., Latin American website study– Usability evaluations found puzzling results– Ethnographies helped unravel the mysteryAlso consider other methods like artifactwalkthroughs, demonstrations, participatorydesign methods, cultural probes, etc.You may (will!) need to adapt these to yourlocal participants!
Keep an eye on the time – think about timezones when planning, working iwht partners Get better image of the clocksTransporting equipment & dataInternational Customs – nightmare storuies about getting into - or rather NOT getting into – Saudi Arabia . Ive had tto do some quick talkting to explain what an eye tracker when bringing it to Dubai Use the cloud for backup – things get lost, corruptedPilot test at home before going abroad – London of course cosmohttp://www.netlimiter.com/ band shaperEthnographic apraoch – saves you time of going to home environments , gets them talking, conmfortableThis a form of ethnography where the recruits are asked to document their daily life around 2-3 broad topics, and take lots of pictures. We then hand them digital cameras, disposable cameras, in some case where theft was a big issue we've even handed out polaroid cameras. We use this data then as an ice-breaker as well as a story trigger when we visit them in thier homes/ or context (never away from the context that they conduct these activities in as this already adulterates data). As you well know the gems of insight lie in the little stories people have in their daily life which rarely come through traditional qualitative research methods. As such this methodology has helped my team often identify opportunity spaces for innovation or reframing a product road map objective too. I have used this methodology in the US, South Africa, India, Vietnam, China, Mexico and Brazil - with almost always good success. The only fall back is that it tends to be a little time consuming as eventually we have a lot of photos (typically 1000-1500) per user. A good tagging protocol and a sorting software helps this process greatly. Hope this helps!RegardsAnjali
Tradeoff – UX expert vs language expert In China, for example, whenforeigners are part of the team, people might assume that they are the most important people and try to talk to them. If your plan was to quietly observe the interaction, that won’t work.Alternatively, participants may want to talk only to the local people on the team, even if they are just there to take notes.Interpreters can make or break a session. If you do researchacross languages, simultaneous interpreters are a fact of life. Agood one can seem completely transparent, but the quality is veymixed. When the quality is bad, it can be deadly. Some things towatch for are:The deadly monotone. Interpreters who give you a flow ofwords with no connection to the way the participant actuallyspoke. This happens more with interpreters working “behindthe glass” than when they are in the room with the participant.When it does, it can be very difficult to stay engaged.• Too much summarizing. Interpreters who summarize answersor interject their own explanations may not be accurately representingwhat the participant is saying.• Dialects and accents. Interpreters who speak a different localdialect may have trouble with the terminology or accent ofparticipants, or even of the moderator.If you do use an interpreter, make sure both the team and theparticipant understand the roles: who is running the interview orconversation, who is taking notes.One of the assumptions I made in a project in Hong Kong was thatif we screen for people who can speak English then we won’t needa translator. We realized after the first interview that “speakingEnglish” means different things for different people and we willneed a translator in some cases.