Ontology-Based Cultural
Personalization in Mobile
      Applications
Master‘s thesis by Andreas Bossard
Overview

        • Problem statement
        • Cultural adaptation
        • Approach to solve the problem
        • Conc...
Problem statement


          How to adapt a mobile phone application
          to the cultural background of the user



...
Cultural adaptation
          Culture (residence)
          -Countries
          -Number of years                         ...
Approach to solve the
               problem
        1. Turn general guidelines into guidelines for
           small scree...
1. Guidelines for small
            screen interfaces




Master‘s thesis of Andreas Bossard
2. Design a mobile
       phone navigation menu

          CAMPA - a Culturally Adaptive Mobile
          Phone Menu Appli...
Possible menus




                                                    Gridmenu
                            Listmenu




 ...
Possible components
              for the menus




Master‘s thesis of Andreas Bossard
Possible components
              for the menus




Master‘s thesis of Andreas Bossard
Change of Hofstede
                 scores




Master‘s thesis of Andreas Bossard
Technical properties


        • J2ME
        • Data saved in OWL File (XML based
             ontology language)




Mast...
3. Evaluation

        • Pretest: 11 swiss participants
        • Main test: 18 swiss and 6 chinese
             participa...
Why Swiss and
                      Chinese?




Master‘s thesis of Andreas Bossard
Tabmenu
                          Treemenu
Chosen menus




               Gridmenu
                          Searchmenu

...
Hypotheses

        • H : The composed list menu is the most
                1
             preferred of the five menus by ...
Results of the
            Evaluation - Chinese




Master‘s thesis of Andreas Bossard
Results of the
                 Evaluation - Swiss




Master‘s thesis of Andreas Bossard
Conclusions
        • CAMPA can be used to evaluate navigation
             preferences
        • Strong indication that H...
Questions?

          Contact me:
          andreasbossard at gmail dot com
          http://www.andreasbossard.com




Ma...
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Master's Thesis: Ontology-Based Cultural Personalization in Mobile Applications

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Master's Thesis: Ontology-Based Cultural Personalization in Mobile Applications

  1. 1. Ontology-Based Cultural Personalization in Mobile Applications Master‘s thesis by Andreas Bossard
  2. 2. Overview • Problem statement • Cultural adaptation • Approach to solve the problem • Conclusions Master‘s thesis of Andreas Bossard
  3. 3. Problem statement How to adapt a mobile phone application to the cultural background of the user Master‘s thesis of Andreas Bossard
  4. 4. Cultural adaptation Culture (residence) -Countries -Number of years Hofstede scores Mobile -Power distance index -Individualism application -Masculinity (CAMPA) -Uncertainty Avoidance -Long term orientation User interface for that culture Master‘s thesis of Andreas Bossard
  5. 5. Approach to solve the problem 1. Turn general guidelines into guidelines for small screen interfaces 2. Design a mobile phone navigation menu application to implement these guidelines 3. Evaluate the guidelines with the application Master‘s thesis of Andreas Bossard
  6. 6. 1. Guidelines for small screen interfaces Master‘s thesis of Andreas Bossard
  7. 7. 2. Design a mobile phone navigation menu CAMPA - a Culturally Adaptive Mobile Phone Menu Application Master‘s thesis of Andreas Bossard
  8. 8. Possible menus Gridmenu Listmenu Tabmenu Searchmenu Treemenu Master‘s thesis of Andreas Bossard
  9. 9. Possible components for the menus Master‘s thesis of Andreas Bossard
  10. 10. Possible components for the menus Master‘s thesis of Andreas Bossard
  11. 11. Change of Hofstede scores Master‘s thesis of Andreas Bossard
  12. 12. Technical properties • J2ME • Data saved in OWL File (XML based ontology language) Master‘s thesis of Andreas Bossard
  13. 13. 3. Evaluation • Pretest: 11 swiss participants • Main test: 18 swiss and 6 chinese participants • 5 User tasks • System Usability Scale Questionnaire (SUS) Master‘s thesis of Andreas Bossard
  14. 14. Why Swiss and Chinese? Master‘s thesis of Andreas Bossard
  15. 15. Tabmenu Treemenu Chosen menus Gridmenu Searchmenu Master‘s thesis of Andreas Bossard Listmenu Chinese Swiss
  16. 16. Hypotheses • H : The composed list menu is the most 1 preferred of the five menus by Swiss participants • H : The composed search menu is the 2 most preferred of the five menus by Chinese participants Master‘s thesis of Andreas Bossard
  17. 17. Results of the Evaluation - Chinese Master‘s thesis of Andreas Bossard
  18. 18. Results of the Evaluation - Swiss Master‘s thesis of Andreas Bossard
  19. 19. Conclusions • CAMPA can be used to evaluate navigation preferences • Strong indication that H and H are wrong 1 2 • Assignment of Hofstede scores to components of CAMPA could be improved • Personal preferences may be more important than cultural background • Insights for the different navigation menus • Insights for cross-cultural evaluations Master‘s thesis of Andreas Bossard
  20. 20. Questions? Contact me: andreasbossard at gmail dot com http://www.andreasbossard.com Master‘s thesis of Andreas Bossard

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