The Impact of Culture on User Experience

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Dr Shatha Samman, Global Assessment

The Impact of Culture on User Experience workshop cuts across several domains in terms of aviation, healthcare, and manufacturing; while specifically including, but not limiting to the contents areas of HCI, cognition, sensation & perception, individual differences, workplace design, consumer products, special populations as well as the skill areas of cognitive task analysis and usability analysis. This workshop and awareness of culture is extremely critical as the global community becomes interdependent economically, politically, and socially. To achieve success in the current international marketplace, Human Factors/Ergonomics (HF/E) professionals need to develop an understanding of people from other cultures, such as, for example, how psycho-social factors influence performance in the workplace due to cultural differences. Oftentimes, the interaction between people and the design for the international marketplace is inadequate for the simple reason of ignorance and/or misunderstanding of culture as well as how diverse cultures understand and interact with the world. HF/E professionals need to have a global perspective when designing applications targeted for the international marketplace and need to understand how cultural dimensions influence user experience in terms of attitudes, behaviors, and cognitions in the ever increasing multi-national / multi-cultural workplace.

Attendees will first learn the ABCs of culture in terms of the attitudinal, behavioral, and cognitive dimensions of cross-cultural differences (e.g., the importance of nonverbal communication in issues related to trust and persuasion). Attendees will then learn how to apply this knowledge to conduct Cognitive Task Analysis on international users, with consideration for what approaches are best suited to the targeted user’s cultural cognitive dimension. Furthermore, attendees will also learn how to apply the principles and guidelines learned in designing and evaluating user experiences for their respective global users. This workshop will be beneficial to all professional designing for the international market, researching cross-cultural similarities/differences, and individuals interacting with cross-cultural colleagues in multi-national companies. No prerequisite knowledge is necessary for this workshop. All materials needed for the workshop will be provided.

The overall objective of The Impact of Culture on User Experience workshop is to provide attendees with practical, useful human factors and usability guidelines for designing an international / multi-national workplace and marketplace. At the end of the workshop, attendees will have learned about the cultural dimensions of attitudinal, behavioral, and cognitive differences and be able to apply this knowledge to creating a successful user experience. Furthermore, they will be able to apply Cognitive Task Analysis techniques tailored to the culture of the user. Finally, attendees will be able to apply the principles and guidelines learned in designing and evaluating the user experience of users from different cultural backgrounds.

What key skills, tools or knowledge do you want your participants to take away?

In this workshop, attendees will achieve a better understanding of how culture influences user experience and how people think, behave, and feel. This workshop will instruct attendees on culture-centered design and how to apply the ABCs of culture (attitudinal, cognitive, and behavioral dimensions of cross-cultural differences) in creating a successful user experience. In addition, attendees will examine how the technique of Cognitive Task Analysis (CTA) may be customized and tailored for people from different cultures. Furthermore, attendees will learn how to design for an international market, gaining knowledge with regard to the influence of culture on perception, cognition, decision making, persuasion, trust, safety, aesthetics, and usability. Finally, attendees will learn how to analyze the cultural dimensions illustrated by the elements of user experience and overall design.

What activities will you use to engage your participants and help them learn?

The workshop will utilize various methods to promote learning of the targeted training objectives. Illustrated lectures will introduce terminology, principles, and guidelines. Role playing, simple pen-and-paper group exercises, and group design critiques will invoke active learning via discussions and provide attendees with valuable hands-on experience to enable them to effectively apply the knowledge and skills gained in the workshop to their work environment.

Date & place

19 - 21 April 2016
Staverton Park, Daventry, Northamptonshire

Organised by

Join delegates from:

Airbus
BP
NATS
Institute of Occupational Medicine
Thales
Royal Air Force
Health and Safety Executive
QinetiQ
Office of Rail and Road
DSTL
Rail Safety and Standards Board
Greenstreet Berman
The Keil Centre
DCA Design
and many more