intercultural ia by smitha prasadh wiad pittsburgh 2016
TRANSCRIPT
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Intercultural IASmitha PrasadhSENIOR USER EXPERIENCE DESIGNER • AUTODESK • PITTSBURGH, PA
WORLD IA DAY PITTSBURGH 2016 // 2016 FEB 20http://www.adventuresofagoodman.com/rock-and-roll-photographer-for-a-day/
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Information architecturestrategies for other cultures
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Information architecturestrategies for other cultures
are the same as ours
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Information architecturestrategies for other cultures
are the same as oursbecause we (more or less)
started it.
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http://www.2016.worldiaday.org
USACanadaItalyBrazilUK
253322
EuropeAsia-PacificSouth AmericaMiddle EastAfrica
86431
Total number of countries: 57
Today’s World IA Day events
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http://www.2016.worldiaday.org + http://www.iainstitute.org/resources
USACanadaAustraliaItalyUKSweden
39103222
BrazilChileDenmarkFrancePolandOnline schools
1111116
Total number of schools: 79
...and schools that teach IA/Design
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http://valeriebarkowski.com/laundry/
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How can we approach IAfor diverse audiences?
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Drawing inspiration fromintercultural communication
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Intercultural communication
how people think and communicate
culture + language +society
how people react to design
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https://anticap.wordpress.com/2010/09/19/poverty%E2%80%94uneven-demographics/http://www.downwithdesign.com/inspiration/10-biggest-stock-photography-cliches/
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GEERT HOFSTEDE
http://www.sietareu.org/63-general/congress-2015/film-festival-2015/725-an-engineer-s-odyssey
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http://www.healthyplace.com/blogs/anxiety-schmanxiety/2012/02/about-jodi-aman/http://seattleunited.com/wp-content/uploads/2014/09/U.S.-Womens-Soccer-Team-2014-Atlanta.jpg
INDIVIDUALISM VS. COLLECTIVISM
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SETTING A TONE:
“our time-tested, traditional methods”
VS.
“what will you accomplish
today?”
tumblr.com IF by IFTTT
/
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http://usa.autodesk.com/adsk/servlet/pc/index?id=1060484&siteID=123112https://executivebusinessportraitsnewjersey.files.wordpress.com/2012/03/img_2014_pp-copy.
POWER DISTANCE
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symbols of authority
ideo.com deloitte.com
limiting workflows /
content by user type
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https://www.vrtx.com/content/vertex-science-fair- mentorship-showcasehttp://www.amazon.co.uk/The-Ignorant-Maestro- Unpredictable-Brilliance-ebook/
UNCERTAINTY AVOIDANCE
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emphasize clarity
warning messages for unconventional
behaviors
SPAIN QATAR
cocacola.comFULL INDEX.HTML OF EACH COUNTRY’S SITE
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http://www.discount-supplements.co.uk/blog/unleash-beast-within/http://www.challengegym.co.uk/news/fit-fridays-in-february
MASCULINITY VS. FEMININITY
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AESTHETICS:
“in your face”VS.
“in our tummies”
MEXICO DENMARKkfc.com
/
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http://www.korea.net/AboutKorea/Korean-Life/Festivalshttps://skepticalsunday.wordpress.com/2014/10/18/skepsun-109-10_19_2014/
LONG-TERM VS. SHORT-TERM ORIENTATION
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FORM DESIGN:
“it’ll be worth it”VS.
“it’ll be over soon”
JAPAN HONG KONGstarbucks.com
/
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INDIVIDUALISM vs. COLLECTIVISM
POWER DISTANCE
UNCERTAINTY AVOIDANCE
MASCULINITY vs. FEMININITY
LONG-TERM vs. SHORT-TERMORIENTATION
HOFSTEDE’S CULTURAL DIMENSIONS
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INDIVIDUALISM vs. COLLECTIVISM
POWER DISTANCE
UNCERTAINTY AVOIDANCE
MASCULINITY vs. FEMININITY
LONG-TERM vs. SHORT-TERMORIENTATION
HOFSTEDE’S CULTURAL DIMENSIONS
CAVEAT ANDCONTROVERSY
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How do we carry this out in our work?
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Start with a cultural audit.
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Start with a cultural audit,and look for what’s the same
and what’s different.
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Global product,localized pieces
Several global templates,with localized variants
Fully localized sites,in line with the brand
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http://infobeautiful4.s3.amazonaws.com/2015/05/1276_colours_in_culture.pnghttp://commons.wikimedia.org/wiki/File:Inkan.JPG
COLORS AND SYMBOLS
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WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
SOURCE: THE AUTODESK RECAP TEAM
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McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
SOURCE: THE AUTODESK RECAP TEAM
WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
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McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
SOURCE: THE AUTODESK RECAP TEAM
WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
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McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
Advertisements for pharmaceuticals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough? what about willful ignorance?”
SOURCE: THE AUTODESK RECAP TEAM
WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
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Elementary school girls in beauty pageants
Squirty cheese in a can
Deified high school football players
New oil and gas drillsin 2015
Credit card debt
Cable news
Corporations-are-people
Unilateral bipartisanship”
Underfunded education“How have corndogs and creationism not yet made it onto this list?”
“
McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
Advertisements for pharmaceuticals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough? what about willful ignorance?”
SOURCE: THE AUTODESK RECAP TEAM
WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
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Elementary school girls in beauty pageants
Squirty cheese in a can
Deified high school football players
New oil and gas drillsin 2015
Credit card debt
Cable news
Corporations-are-people
Unilateral bipartisanship”
Underfunded education“How have corndogs and creationism not yet made it onto this list?”
“
McDonald’s
Starbucks
Apple pie
Hamburgers
Guns
NASCAR
Baseball
Advertisements for pharmaceuticals
The Simpsons
War
Tipping
Donald Trump
Corn
Black Friday
“is obesity tangible enough? what about willful ignorance?”
SOURCE: THE AUTODESK RECAP TEAM
WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?
““
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http://www.telegraph.co.uk/news/worldnews/asia/china/11095439/Chinese-city-paints-street-lane-for-mobile-phone-users.htmlhttp://gizmodo.com/5390014/internet-speeds-and-costs-around-the-world-shown-visuallyhttp://www.koikikukan.com/archives/2012/03/08-011111.phphttp://www.bbc.com/tamil
TECHNICAL LOGISTICS
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Avoid stereotypes (+/-), and remember that they go both ways.
Does your meaningcarry across?
Don’t take your values/knowledge as default.
don’t assume or judge
Learn constantly (and do lots of research!).
Remember your novice status.
Work with local/cultural liaisons.
Focus on the same,not just the different.
do connect and empathize
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Like all design, intercultural IA is all about people.
Though we may have originated IA, we have to ensure everyone benefits from it.
Design is for everyone.
ABOVE ALL ELSE...
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Thank [email protected]://smithaprasadh.com@holasmitha
http://randomwire.com/why-japanese-web-design-is-so-different/japan-back-to-the-future/
Global UX. Quesenbery and Szuc. Elsevier 2012.
Handbook of Global User Research. ed. Robert Schumacher. Elsevier 2010.
Universal Methods of Design. Hanington and Martin. Rockport 2012.
http://www.2016.worldiaday.org
http://www.amanda.com/cms/uploads/media/AMA_GlobalizationUserInterfaceDesignWeb.pdf
https://www.deepdyve.com/lp/association-for-computing-machinery/cross-cultural-user-experience-design-including-asia-iMzdtBufaw?impressionId=56ba46d583eac&i_medium=docview&i_campaign=recommendations&i_source=recommendations
http://sareedreams.com/2009/01/the-washing-machine-that-ate-my-sari-mistakes-in-cross-cultural-design/
http://www.dtelepathy.com/blog/design/ux-flows-onboarding
http://www.useronboard.com/how-tumblr-onboards-new-users
http://www.useronboard.com/how-if-onboards-new-users/
http://semanticstudios.com/international_information_architecture/
http://semanticstudios.com/information_architecture_30/
http://www.howtomakesenseofanymess.com
https://medium.com/@aileen.medina/the-evolution-of-
information-architecture-85099ce75774#.9jphdn866
https://medium.com/@erqiudao/invisible-design-dde3d89d451e#.geezetls
https://www.researchgate.net/publication/225114215_Incorporating_the_Cultural_Dimensions_into_the_Theoretical_Framework_of_Website_Information_Architecture