or: know who you’re targeting.
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
Intercultur...
*PS Name’s got a history
Hello, I'm Stefanie of The Geekettez
[gi:kettz]* :)
We’re a design studio for digital
products & ...
Introduction to Hofstedes’ Dimensions
Example / Key Takeaways
The role of culture in product design & strategy
What we cov...
The role of culture in product design
& strategy
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & ...
Todays challenges
We create products for a global diverse
audience, so:
1. Products should attract people with very
differ...
Todays challenges
To design for a cross cultural experience
means we need a basic understanding
of culture / social & soci...
What makes a successful product?
Cooper, A. (2004). The inmates are running the asylum – why high-tech
products drive us c...
What is culture?
Example images when doing a google image search of „culture“
What is culture?
Example images when doing a google image search of „culture“
?
Robbins, Stephanie S. and Stylianou, Antonis C., "Reflections of Culture in Global Corporate Web
Sites" (2000). AMCIS 2000...
conventions
meanings
norms & values
actions
language
cognition
goals
What is culture?
beliefs & emotions
The Geekettez. De...
Culture shapes what we feel attracted &
connected to
Cooper, A. (2004). The inmates are running the asylum – why high-tech...
Culture takes an effect on….
…what catches our attention
…how we look for information
…what seems important / not that imp...
Introduction to Geert Hofstedes’
cultural dimensions
The Geekettez. Design Studio and User Experience Consultancy. Mannhei...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Dimensions of culture
(Hofstede, 1980)
https://geert-hofstede.com/united-states.html
Example: Hofstedes dimensions USA vs ...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Power Distance Index (PDI) - High vs low
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
E...
Power Distance Index (PDI) - High vs low
Distribution of Power distance according to Hofstede. Red marked countries ranked...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Individualism vs. Collectivism (IDV vs COL)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berli...
Individualism vs. Collectivism (IDV vs COL)
Distribution of individualism vs collectivism according to Hofstede. Red marke...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Masculinity vs Femininity (MAS Index)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
Is t...
Masculinity vs Femininity (MAS Index)
Distribution of masculinity vs femininity according to Hofstede. Red marked countrie...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Uncertainty Avoidance Index (UAI, high vs low)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Be...
Uncertainty Avoidance Index (UAI, high vs low)
Distribution of UAI according to Hofstede. Red marked countries have a high...
Dimensions of culture
(Hofstede, 1980)
1.Power Distance Index (PDI, high vs low)
2.Individualism vs Collectivism (IDV)
3.M...
Long Term vs Short Term Orientation (LTO)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
...
Distribution of LTO according to Hofstede. Red marked countries have a high LTO score. Orange &
yellow medium & green (USA...
Example & Takeaway: Individualism
vs Collectivism
The Geekettez. Design Studio and User Experience Consultancy. Mannheim &...
Individualism vs. Collectivism (IDV vs COL)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berli...
Individualism vs. Collectivism (IDV vs COL)
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berli...
Individualism vs. Collectivism (IDV vs COL)
Example: Pfizer Inc., German site: „Me“ not „We“
http://www.pfizer.de/
„Me“ not...
Individualism vs. Collectivism (IDV vs COL)
Pfizer: Chinese site: „We“ rather than „Me“
http://www.pfizer.com.cn/(S(rqsopb5...
Individualism vs. Collectivism (IDV vs COL)
Pfizer: Korean site: „We“ rather than „Me“
http://www.pfizer.co.kr/ (04, 2016)
...
Key Takeaways
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
If you want your digital pro...
Key Takeaways
The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
Hofstedes dimensions can ser...
Further reading
Katharina Reinecke, Sonja Schenkel, Abraham Bernstein, "Modeling a User's Culture. In: The Handbook of
Res...
References
World map : http://www.vecteezy.com/map-vector/50156-9-stylish-vector-world-map-vector
Desireable Product: Coop...
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Intercultural Aspects in Interface design

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Today it's very common for companies to design global websites and applications. This means people with many different cultural backgrounds will use your product. How can we as designers & consultants take care of people's needs & goals and business goals when creating something for a global, cultural diverse audience like e.g. China and the US ? What do we need to consider if we do not have the resources to do a detailed user research for all the cultural diverse user groups? We will take a look at Hofstede's theory about cultural dimensions which could be applied to elements in User Interface Design and which can serve as a starting point and a rough guideline when we design for people with very different cultural backgrounds.

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Intercultural Aspects in Interface design

  1. 1. or: know who you’re targeting. The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Intercultural Aspects of Interface Design
  2. 2. *PS Name’s got a history Hello, I'm Stefanie of The Geekettez [gi:kettz]* :) We’re a design studio for digital products & a UX Team of 2 Stefanie Kegel Jennifer Moss Berlin & Mannheim Stalking here: @thegeekettez @guerillagirl_ @missmoss
  3. 3. Introduction to Hofstedes’ Dimensions Example / Key Takeaways The role of culture in product design & strategy What we cover The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
  4. 4. The role of culture in product design & strategy The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin 01
  5. 5. Todays challenges We create products for a global diverse audience, so: 1. Products should attract people with very different backgrounds. 2. Products need to be understood by those people The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
  6. 6. Todays challenges To design for a cross cultural experience means we need a basic understanding of culture / social & societal psychology and avoid stereotypical thinking – or at least be aware of it if we do so. The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
  7. 7. What makes a successful product? Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity
  8. 8. What is culture? Example images when doing a google image search of „culture“
  9. 9. What is culture? Example images when doing a google image search of „culture“ ?
  10. 10. Robbins, Stephanie S. and Stylianou, Antonis C., "Reflections of Culture in Global Corporate Web Sites" (2000). AMCIS 2000 Proceedings. Paper 278. http://aisel.aisnet.org/amcis2000/278 What is culture? Culture can be defined as a shared set of values that influence societal perceptions, attitudes, preferences, and responses.“ „
  11. 11. conventions meanings norms & values actions language cognition goals What is culture? beliefs & emotions The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
  12. 12. Culture shapes what we feel attracted & connected to Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity
  13. 13. Culture takes an effect on…. …what catches our attention …how we look for information …what seems important / not that important to us …what seems trustworthy/shady to us …our purchase decisions The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin
  14. 14. Introduction to Geert Hofstedes’ cultural dimensions The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin 02
  15. 15. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  16. 16. Dimensions of culture (Hofstede, 1980) https://geert-hofstede.com/united-states.html Example: Hofstedes dimensions USA vs Germany vs Russia
  17. 17. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  18. 18. Power Distance Index (PDI) - High vs low The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Expresses the attitude and acceptance of the culture concerning inequalities and authority among individuals.
  19. 19. Power Distance Index (PDI) - High vs low Distribution of Power distance according to Hofstede. Red marked countries ranked higher in Power distance, which means society have accepted a certain hierarchy order Green/yellow marked countries are ranked lower in PD and prefer more flatter hierarchies Source: http://www.targetmap.com/viewer.aspx?reportId=45061
  20. 20. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  21. 21. Individualism vs. Collectivism (IDV vs COL) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin The ‚I‘ vs ‚We‘ dimension in terms of the self-image. Self image as individual versus self image as group member Do I prefer to focus on ‚myself’, decide for myself or should I care more about my in-group than myself? It is about autonomy and personal freedom vs. cohesive groups and loyalty.
  22. 22. Individualism vs. Collectivism (IDV vs COL) Distribution of individualism vs collectivism according to Hofstede. Red marked countries are more individualist. Green/yellow marked countries are more collectivist. Source: http://www.targetmap.com/viewer.aspx? reportId=9826
  23. 23. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  24. 24. Masculinity vs Femininity (MAS Index) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Is the society more masculine or feminine oriented? Masculine societies are more competitive, success and goal/achievement driven than feminine societies, which value cooperation, modesty, taking care of the weak individuals etc.
  25. 25. Masculinity vs Femininity (MAS Index) Distribution of masculinity vs femininity according to Hofstede. Red marked countries are more masculine Green/yellow marked countries are more feminine. Source: http://www.targetmap.com/viewer.aspx? reportId=35509
  26. 26. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  27. 27. Uncertainty Avoidance Index (UAI, high vs low) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin How do people of a society deal with uncertainty/ ambiguity of possible future risks? How do people handle the fact that they can not control the future? Are we open to new ideas or do we prefer the familiar over the unfamiliar?
  28. 28. Uncertainty Avoidance Index (UAI, high vs low) Distribution of UAI according to Hofstede. Red marked countries have a high UAI score. Orange medium & yellow countries (e.g China) have a low UAI score Source: http://www.targetmap.com/ viewer.aspx?reportId=35503 and https://geert-hofstede.com/china.html
  29. 29. Dimensions of culture (Hofstede, 1980) 1.Power Distance Index (PDI, high vs low) 2.Individualism vs Collectivism (IDV) 3.Masculinity vs Femininity (MAS) 4.Uncertainty Avoidance (UAI, high vs low) 5.Long Term vs Short Term Orientation (LTO) 6.Indulgance vs Restraint (we will not cover this)
  30. 30. Long Term vs Short Term Orientation (LTO) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Long termed goals like working hard for the future (or: live for the future, future-orientated) vs. short termed goals like quick results (live in the moment)
  31. 31. Distribution of LTO according to Hofstede. Red marked countries have a high LTO score. Orange & yellow medium & green (USA) have a low LTO score. Source: http://www.targetmap.com/ viewer.aspx?reportId=6691 Long Term vs Short Term Orientation (LTO)
  32. 32. Example & Takeaway: Individualism vs Collectivism The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin 03
  33. 33. Individualism vs. Collectivism (IDV vs COL) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Which kind of messages could be important for the individualist culture that is predominant in the USA? What kind of messages are more appealing to collectivist cultures like China?
  34. 34. Individualism vs. Collectivism (IDV vs COL) The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin The ‚I‘ vs ‚We‘ dimension in terms of the self-image. Self image as individual versus self image as group member Do I prefer to focus on ‚myself’, decide for myself or should I care more about my in-group than myself? It is about autonomy and personal freedom vs. cohesive groups and loyalty.
  35. 35. Individualism vs. Collectivism (IDV vs COL) Example: Pfizer Inc., German site: „Me“ not „We“ http://www.pfizer.de/ „Me“ not „We“ approach „Read her story“Identification Individual approach in imagery and content
  36. 36. Individualism vs. Collectivism (IDV vs COL) Pfizer: Chinese site: „We“ rather than „Me“ http://www.pfizer.com.cn/(S(rqsopb55n5t2ie455oqdruuo))/index_en.aspx (04, 2016) „We“ not „Me“ approach Focus on the in-group
  37. 37. Individualism vs. Collectivism (IDV vs COL) Pfizer: Korean site: „We“ rather than „Me“ http://www.pfizer.co.kr/ (04, 2016) „We“ not „Me“ approach
  38. 38. Key Takeaways The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin If you want your digital product to succeed in terms of engagement and conversion you should consider cognitive cultural differences and keep them in mind to start building your design „hypothesis“ on it – because people with different cultural backgrounds will perceive your messages – like imagery, tone of voice and content strategy – differently and this will have an influence on their behaviour and decisions.
  39. 39. Key Takeaways The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Hofstedes dimensions can serve as a starting point for this challenge. Thank you!
  40. 40. Further reading Katharina Reinecke, Sonja Schenkel, Abraham Bernstein, "Modeling a User's Culture. In: The Handbook of Research in Culturally-Aware Information Technology: Perspectives and Models ", IGI Global, 2010 http://people.seas.harvard.edu/~reinecke/Publications_files/ModelingAUsersCulture.pdf The Hofstede Centre. Strategy, Culture, Change https://geert-hofstede.com Barber, W., and Badre, A., Georgia Institute of Technology, Atlanta, GA, USA Culturability: The Merger of Culture and Usability http://zing.ncsl.nist.gov/hfweb/att4/proceedings/barber/ The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Colors in culture: http://www.informationisbeautiful.net/visualizations/colours-in-cultures/
  41. 41. References World map : http://www.vecteezy.com/map-vector/50156-9-stylish-vector-world-map-vector Desireable Product: Cooper, A. (2004). The inmates are running the asylum – why high-tech products drive us crazy and how to restore the sanity Colors in culture: http://www.informationisbeautiful.net/visualizations/colours-in-cultures/ Images Articles & Papers The Hofstede Centre. Strategy, Culture, Change https://geert-hofstede.com The Geekettez. Design Studio and User Experience Consultancy. Mannheim & Berlin Barber, W., and Badre, A., Georgia Institute of Technology, Atlanta, GA, USA Culturability: The Merger of Culture and Usability http://zing.ncsl.nist.gov/hfweb/att4/proceedings/barber/ Nisbett, Richard E. The geography of thought, 2003

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