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Cultural relativism presentation FITC UX/UI spotlight

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Cultural relativism is the understanding that a person’s behaviors and activities should be interpreted in the context of their own culture. We rely heavily on this principle to understand user groups in order to design digital systems for them. Our current models for understanding and quantifying cultural relativism are on the international scale; we see Americans as a group distinct from Japanese, who are again distinct from British. However, this may not be enough. The current socio-political climate in America demonstrates that the cultural influences even within a nation might be misunderstood. This talk explores some of the current frameworks we have to understand culture, and proposes ways to better work them into our design practices.

Veröffentlicht in: Design
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Cultural relativism presentation FITC UX/UI spotlight

  1. 1. The Influence of Cultural Relativism Ramya Mahalingam @rams_mahalingam on twitter @openchair on instagram UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers
  2. 2. https://chipotle.com
  3. 3. http://www.shortlistdubai.com/sites/default/files/images/2016/02/18/La%20Tablita%20bar.jpg
  4. 4. http://cdn.secretmenus.com/wp-content/uploads/2014/05/chipotle-employees.jpg
  5. 5. Hallmates ≠ UX people
  6. 6. Cultural relativism Cultural relativism is the understanding that a person’s behaviors and activities should be interpreted in the context of their own culture. Franz Uri Boas
  7. 7. http://www.internationalbusinessguide.org/10-successful-american-businesses-that-have-failed-overseas/ https://www.uncommoncaribbean.com/2010/04/01/mcdonalds-failure-in-barbados-hides-in-plain-sight/ https://venturebeat.com/2014/04/02/happy-2014-chat-games-may-the-odds-be-ever-in-your-favor/
  8. 8. Problems? User Research!
  9. 9. Ethnocentric
  10. 10. What is Culture?
  11. 11. What is Culture? The acquired knowledge people use to interpret experience and generate behavior. James Spradley
  12. 12. http://www.mckinsey.com/~/media/McKinsey/Business%20Functions/McKinsey%20Digital/Our%20Insights/Digital%20globalization%20The%20new%20era%20of%20global%20flows
  13. 13. Illustration by Daniel Hertzberg
  14. 14. Pretzel Salad
  15. 15. https://images-gmi-pmc.edge-generalmills.com/8162d1d4-cf6e-4065-916a-519579f088cb.jpg
  16. 16. https://s-media-cache-ak0.pinimg.com/736x/4b/8e/0e/ 4b8e0eca46b8c3be404d478228191912.jpg https://addapinch.com/wp-content/blogs.dir/3/files/2012/04/ frozen-fruit-salad-67111.jpg https://images-gmi-pmc.edge-generalmills.com/8162d1d4- cf6e-4065-916a-519579f088cb.jpg
  17. 17. Media Consumption in the 2016 U.S. Election
  18. 18. Hofstede’s Cultural Dimensions theory Power distance index (PDI) Individualism vs. collectivism (IDV) Uncertainty avoidance index (UAI) Masculinity vs. femininity (MAS) Long-term orientation vs. short-term orientation (LTO) Indulgence vs. restraint (IND)
  19. 19. Interaction Association Subsistence Bisexuality Territoriality Hall’s Primary Message Systems Temporality Learning and Acquisition Play Defense Exploitation
  20. 20. https://2ecffd01e1ab3e9383f0-07db7b9624bbdf022e3b5395236d5cf8.ssl.cf4.rackcdn.com/Product-800x800/c5db27ba-ca35-490f-9d0b-4c1c66b4e280.jpg
  21. 21. “We are constantly manifesting thoughts into action to create our reality” — My yoga teacher, sometimes
  22. 22. Thanks! Ramya Mahalingam @rams_mahalingam on twitter @openchair on the gram UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers

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