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Website usability for multi-cultural audiences

Research by Nikki Van Dusen, MA

Problem

• Audience diversity is increasing

• Web resources are scarce

• Making multiple sites for multicultural audiences not often possible

Theories

Hofstede’s Cultural Dimensions

• Power Distance

• Uncertainty Avoidance

• Time Orientation

• Masculinity-Femininity

• Individual-Collective

Method

• Lit review and critique

• Address readability

• Focus groups

Findings

• Wireframes are no longer culturally specific

• Content can be made to "satisfice" for multiple audiences

Lit review and critique

Readability

• Establish readability score for content using Flesch-Kincaid 

• Re-write the test content

Focus groups Samples tailored to cultural dimensions

"10" tips according to the research

Formatting for readability

• Write plainly, using easy English

• Keep text as short as possible

• Define or replace advanced vocabulary 

• Use point form

• Keep line length between 50 & 70 characters

"10" tips according to the research

Tone

• Tone should match content

• If changing tone for culture, avoid awkward, artificial constructions

"10" tips according to the research

Images

• Use multiple, literal photographs throughout the text if possible 

• Use rich media whenever possible

"10" tips according to the research

General

• Remember objective cultural differences such as ways of formatting time, dates, currency & numbers

• Remember your audience & be human