HCI International 2015
Los Angeles, CA, USA
2-7 August 2015

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T07: Cross-Cultural User-Experience Design: Managing Expectations, Preferences, Needs, and Wants

Sunday, 2 August 2015, 14:00 - 17:30

Aaron Marcus (short bio)
Aaron Marcus and Associates, Inc., Berkeley, California, United States



Participants in this tutorial will:

  • Learn how cultural dimensions relate to the design of user-interface components (metaphors, mental models, navigation, interaction, and appearance).
  • Learn new terms and concepts to understand culture and dimensions of culture (e.g., power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and time orientation)
  • Learn about additional culture dimensions, models, and dimensions (e.g., persuasion, trust, intelligence, cognition) that must be considered.
  • Learn practical trade-offs from studying several multi-national companies' Web efforts, best-of-breed set of culture dimensions derived from expert opinions, how mobile devices from Asia and the USA exhibit culture differences, examples of culture differences and similarities of Web 2.0 and social networking Websites, how cultural analysis can help localization of software before translation, and how cultural analysis can benefit multi-cultural, multi-discipline, multi-national development teams.


User experiences (UX) and human-computer interfaces (HCI for desktop, Web, mobile, and vehicle platforms reach across culturally diverse user communities, even within a single country/language group, and certainly across the globe. If UXs/HCIs are to be usable, useful, and appealing to such a wide range of users, UX/HCI developers must account for cultural expectations and preferences in globalizing/localizing products and services. In this tutorial, participants will learn practical principles and techniques that are immediately useful in terms of both analysis and design tasks. Participants will have an opportunity discuss each section and topic as time permits. There will also be short quizzes.

Target Audience:

The tutorial is appropriate for:

  1. People who are new to the topic of UX/HCI and culture
  2. People who have some experience with the UX/HCI and/or culture
  3. People who have much experience with UX/HCI and/or culture

The target audience:

HCI/UX/CHI/Visual/Mobile professionals in these (alphabetical order) professions of technology, business, and marketing: Analysts, Anthropologists/Ethnographers, Designers (Interaction, Product, Experience, User- Interface, Information Visualization), Evaluators of usability and user-experience, Marketers, Researchers, Software Engineers

Bio Sketch of Presenter:

Mr. Marcus (AM+A) has written over 350 articles; published 15 books, including The Past 100 Years of the Future: HCI in Science-Fiction Movies and Television (2012) and is completing Mobile Persuasion Design (2015). He has written chapters/case studies for seven Handbooks of UI design, information appliances, and culture; has presented lectures/organized panels about mobile persuasion design, culture, and science- fiction, and HCI since 1980; has published, lectured, and tutored at conferences internationally; and consulted internationally, for more than 45 years. He is the Editor-in-Chief Emeritus of User Experience, is an Editor of Information Design Journal, wrote a regular column for Interactions for five years, serves/served on the editorial/advisory boards of Visible Language; and the International Institute for Information Design. He is a Visiting Professor at IIT’s Institute of Design in Chicago, and is a Master of the De Tao Academy in Shanghai. He is also an International Advisor to the Dragon Design Foundation, Beijing, China.

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