What are some issues that go into designing for other cultural groups beyond your own? What impact do these have on UX and web design? We'll look at ideas from two practitioners of intercultural communication, see how we can apply them to design, and examine a few real-world applications of design principles tailored for different cultural audiences. UXDC 2015 conference: Washington DC (30 minutes)

1. Intercultural Design
Smitha Prasadh
SENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA
UXDC 2015 // 2015 OCT 9http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/

2. HI! I’M SMITHA.

3. Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson

4. Excerpted from “The Fundamentals of Experience Design” - infographic by Stephen Anderson
SHARED
CULTURAL
CONTEXT

5. Idea referenced from a talk by John Payne
Designing for Meaning with Cultural Affordances”
Midwest UX 2015 // 2015 October 2
“
http://nwamotherlode.com/wp-content/uploads/ / /school- us. pg
http://www.lou se l .com/ espokeeduca on
http://typegadget. logspot.com/ / /sp ral-note ook-paper-page-pu l c.html

6. http:// ohn-s-allen.com/galler es/ ue ec/s gns/sl des/w nds gn.html
http://www.sw ss-m ss.com/ / /randoseru ackp.html
http://www.dv .com/mus cal- nstruments/stentor- -a-v ol n-shoulder-rest--
http://n ceartl fe.com/kerala-a-parad se-on-earth/
http://www.tom ow.com/products/mono/

7. ntercultural commun ca on
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

8. Intercultural commun ca on
how people think
and communicate
culture +
language +
society
how people
react to design
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

9. EXAMINING THE CULTURE IN INTERCULTURAL DESIGN
https://an cap.wordpress.com/ / / /poverty uneven-demograph cs/
http://www.downw thdes gn.com/ nsp ra on/ - ggest-stock-photography-cl ches/

10. GEERT HOFSTEDE
CULTURAL DIMENSIONS

11. HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM
http://www.healthyplace.com/ logs/an ety-schman ety/ / /a out- od -aman/
http://www.geek nge.com/ / / / est-ep sodes-the-o ce/

12. HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM
/
:
our me-tested
trad onal
methods”
VS.
“what will you
accomplish
today?”
harvard.edu scad.edu

13. HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE
http://usa.autodesk.com/adsk/servlet/pc/ nde d s te
https://e ecu ve us nessportra tsnew ersey. les.wordpress.com/ / / mg pp-copy.

14. HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE
symbols
of authority
ideo.com delo tte.com
l m ng
work ows /
content
by user type

15. HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE
https://www.vrt .com/content/verte -sc ence-fa r-mentorsh p-showcase
http://www.ama on.co.uk/ he- gnorant- aestro- npred cta le- r ll ance-e ook/

16. HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE
○emphasize clarity
warning messages
for unconven onal
ehav ors
SPAIN
cocacola.com
FULL INDEX.HTML OF
EACH COUNTRY’S SITE

18. HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY
http://www.d scount-supplements.co.uk/ log/unleash- east-w th n/
http://www.challengegym.co.uk/news/ t-fr days- n-fe ruary

19. HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY
AESTHETICS:
“in your face”
VS.
“in our tummies”
MEXICO DENMARKkfc.com

20. HOFSTEDE’S CULTURAL DIMENSIONS: .
http://www.korea.net/ out orea/ orean- fe/ es vals
https://skep calsunday.wordpress.com/ / / /skepsun- - /

21. HOFSTEDE’S CULTURAL DIMENSIONS: .
FORM DESIGN:
“it’ll be worth it”
VS.
“ t ll e over soon
JAPAN HONG KONGstarbucks.com

22. GEERT HOFSTEDE’S CULTURAL DIMENSIONS
INDIVIDUALISM vs. COLLECTIVISM
POWER DISTANCE
UNCERTAINTY AVOIDANCE
MASCULINITY vs. FEMININITY
vs.
ORIENTATION
○

23. EDWARD T. HALL
HIGH VS. LOW CONTEXT CULTURES

24. .
ource: https://www.omega .com/apps/home/ ce ergs-the-case-and-case-statement-why-fraternal-founda ons-need-to-understand-how-they-all- nteract/
COMMUNICATION
a med at roader
d verse aud ences
COMMUNICATION
assumes a shared
context and prior
knowledge

25. .
:
fam l ar content
sym ols terms
reduce perce ved
redundancy
ȱ / ȴ
Citrix intranet redesign
ource: http://awards.des gnfore per ence.com/gallery/ /enterpr se-or- us ness-solu on/c tr

26. : COLORS AND SYMBOLS
http://thestylenote.com/ / / /styl ng- -color-com na ons/
http://commons.w k med a.org/w k / le: nkan.

27. ”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”

28. McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
:

29. McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
:

30. McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
dver sements
for pharmaceu cals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough?
what about willful ignorance?”
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
:

31. Elementary school girls
in beauty pageants
Squirty cheese in a can
e ed h gh school
football players
New oil and gas drills
in 2015
Credit card debt
Cable news
orpora ons-are-people
n lateral par sansh p
nderfunded educa on
Fantasy football
or ust foot all
ow have corndogs and crea on sm
not yet made it onto this list?”
“
McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
dver sements
for pharmaceu cals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough?
what about willful ignorance?”
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”
:

32. Elementary school girls
in beauty pageants
Squirty cheese in a can
e ed h gh school foot-
ball players
New oil and gas drills
in 2015
Credit card debt
Cable news
orpora ons-are-people
n lateral par sansh p
nderfunded educa on
Fantasy football
or ust foot all
ow have corndogs and crea on sm
not yet made it onto this list?”
“
McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
dver sements
for pharmaceu cals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough?
what about willful ignorance?”
:
”WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?”

33. : TECHNICAL LOGISTICS
http://www.telegraph.co.uk/news/worldnews/as a/ch na/ / h nese-c ty-
paints-street-lane-for-mobile-phone-users.html
http://g modo.com/ / nternet-speeds-and-costs-around-the-world-
shown-v sually
http://www.ko k kukan.com/arch ves/ / / - .php
http://www. c.com/tam l

34. DOS AND DON’TS
avo d stereotypes /-
does your meaning
carry across?
don t take your values/
knowledge as default
be aware of stereotypes
they may have of your
culture/group
don’t assume or judge
learn constantly (and
do lots of research
remember your
nov ce status
work with local/
cultural liaisons
focus on the same
not ust the d erent
do connect and empathize

35. ntercultural des gn l ke all des gn is all about people.
We’re all in this together.
ABOVE ALL ELSE...

36. THANK YOU SO MUCH!
Ƽ
INTERCULTURAL
DESIGN RESOURCES
com ng soon
http:// ny.cc/ ntercultural
THANKS!
hola@smithaprasadh.com
http://sm thaprasadh.com
@holasmitha
http://randomw re.com/why- apanese-we -des gn- s-so-d erent/ apan- ack-to-the-future/