intercultural ia by smitha prasadh wiad pittsburgh 2016

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/

Information architecturestrategies for other cultures


are the same as ours


are the same as oursbecause we (more or less)

started it.

http://www.2016.worldiaday.org

USACanadaItalyBrazilUK

253322

EuropeAsia-PacificSouth AmericaMiddle EastAfrica

86431

Total number of countries: 57

Today’s World IA Day events

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

http://valeriebarkowski.com/laundry/

How can we approach IAfor diverse audiences?

Drawing inspiration fromintercultural communication

Intercultural communication

how people think and communicate

culture + language +society

how people react to design

https://anticap.wordpress.com/2010/09/19/poverty%E2%80%94uneven-demographics/http://www.downwithdesign.com/inspiration/10-biggest-stock-photography-cliches/

GEERT HOFSTEDE

http://www.sietareu.org/63-general/congress-2015/film-festival-2015/725-an-engineer-s-odyssey

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

SETTING A TONE:

“our time-tested, traditional methods”

VS.

“what will you accomplish

today?”

tumblr.com IF by IFTTT

/

http://usa.autodesk.com/adsk/servlet/pc/index?id=1060484&siteID=123112https://executivebusinessportraitsnewjersey.files.wordpress.com/2012/03/img_2014_pp-copy.

POWER DISTANCE

symbols of authority

ideo.com deloitte.com

limiting workflows /

content by user type

https://www.vrtx.com/content/vertex-science-fair- mentorship-showcasehttp://www.amazon.co.uk/The-Ignorant-Maestro- Unpredictable-Brilliance-ebook/

UNCERTAINTY AVOIDANCE

emphasize clarity

warning messages for unconventional

behaviors

SPAIN QATAR

cocacola.comFULL INDEX.HTML OF EACH COUNTRY’S SITE

http://www.discount-supplements.co.uk/blog/unleash-beast-within/http://www.challengegym.co.uk/news/fit-fridays-in-february

MASCULINITY VS. FEMININITY

AESTHETICS:

“in your face”VS.

“in our tummies”

MEXICO DENMARKkfc.com

/

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

FORM DESIGN:

“it’ll be worth it”VS.

“it’ll be over soon”

JAPAN HONG KONGstarbucks.com

/

INDIVIDUALISM vs. COLLECTIVISM

POWER DISTANCE


MASCULINITY vs. FEMININITY

LONG-TERM vs. SHORT-TERMORIENTATION

HOFSTEDE’S CULTURAL DIMENSIONS

INDIVIDUALISM vs. COLLECTIVISM

POWER DISTANCE


MASCULINITY vs. FEMININITY

LONG-TERM vs. SHORT-TERMORIENTATION

HOFSTEDE’S CULTURAL DIMENSIONS

CAVEAT ANDCONTROVERSY

How do we carry this out in our work?

Start with a cultural audit.

Start with a cultural audit,and look for what’s the same

and what’s different.

Global product,localized pieces

Several global templates,with localized variants

Fully localized sites,in line with the brand

http://infobeautiful4.s3.amazonaws.com/2015/05/1276_colours_in_culture.pnghttp://commons.wikimedia.org/wiki/File:Inkan.JPG

COLORS AND SYMBOLS

WHAT ARE SOME EXAMPLES OF CULTURAL IMAGERY FROM AMERICA?

SOURCE: THE AUTODESK RECAP TEAM

McDonald’s

Starbucks

Apple pie

Hamburgers

Guns

NASCAR

Baseball



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?”



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


The Simpsons

War

Tipping

Donald Trump

Corn

Black Friday




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


The Simpsons

War

Tipping

Donald Trump

Corn

Black Friday




““

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

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

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...

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