[MozCon] How Gender and Cultural Differences in Web Psychology Affect the Customer Experience

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

#MozCon

NATHALIE NAHAI #MozCon

How Gender and Cultural Differences in Web Psychology Affect the Customer Experience


1 INTRODUCTION

2 HOFSTEDE’S DIMENSIONS

3 GENDER

4 KEY TAKEAWAYS

5 Q & A

2


1 INTRODUCTION

3


4

BACKGROUND


5

3 SECRETS TO ONLINE SUCCESS


6

1 KNOW WHO YOU’RE TARGETING

2 COMMUNICATE PERSUASIVELY

3 SELL WITH INTEGRITY


The empirical study of how online environments influence our attitudes and behaviours

7

WEB PSYCHOLOGY

“ ”


WEB PSYCHOLOGY

8

human-computer interaction

neuroaesthetics user experience social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics


IT’S ABOUT

9

CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL


WHAT IS CULTURE?

10


11


SOFTWARE OF THE MIND

The collective mental programming of the human mind which distinguishes

one group of people from another 1

12 “ ”


WHY IS CULTURE IMPORTANT ONLINE?

13


14

Google Translate = 1 billion transactions per day 2

Global internet penetration rates on the rise Smart phones and mobiles bringing access to less developed regions (China, India) 3, 4

A GLOBAL PICTURE


15

CULTURABILITY

“ ” The relationship between

culture and usability in WWW design 6


16

CULTURE-SPECIFIC

Different cultural groups employ different usage strategies with the same interface 7


17

1.  LANGUAGE

2.  BODY POSITIONS

3.  SOCIAL CONTEXTS

4.  SYMBOLS

5.  AESTHETICS 8

CULTURE-SPECIFIC


2 HOFSTEDE’S SIX DIMENSIONS

18


19

1.  POWER DISTANCE

2.  UNCERTAINTY AVOIDANCE

3.  INDIVIDUALISM vs COLLECTIVISM

4.  MASCULINITY vs FEMININITY

5.  LONG-TERM ORIENTATION

6.  INDULGENCE vs RESTRAINT

HOFSTEDE’S DIMENSIONS


20

1 POWER DISTANCE

Do you expect and accept

unequal power distribution in your society?

“ ”


21

POWER DISTANCE Russia = 93 USA = 40 Austria = 11

HIGH PDI

LOW PDI


22

1.  EMPHASISE ORDER WITHIN YOUR WEBSITE

2.  CLEAR HIERARCHY OF CONTENT

3.  CULTURAL / NATIONAL SYMBOLS

4.  AUTHORITY FIGURES

5.  OFFICIAL STAMPS, CERTIFICATIONS

HIGH PDI - DO THIS:


23


24

ORDER

ORDER


25

HIERARCHY


26

NATIONAL SYMBOLS

NATIONAL SYMBOLS


27

AUTHORITY FIGURES


28

1.  LOOSE STRUCTURE - EXPLORATION

2.  TRANSPARENCY - DISCLOSURE

3.  REPUTATION BASED ON MERIT

4.  EQUAL ACCESS

5.  PEERS - EARNED MEDIA

LOW PDI - DO THIS:


29


30

LOOSE STRUCTURE


31

EARNED MEDIA


32

MERIT BASED


33

2 UNCERTAINTY AVOIDANCE

Are you comfortable

with ambiguity? “ ”


34

Russia = 95 USA = 46 Sweden = 29

LOW UAI

UNCERTAINTY AVOIDANCE HIGH UAI


35

1.  REDUCE AMBIGUITY

2.  CLEAR NAVIGATION, STRUCTURE

3.  PREDICTABLE + ASSURING USER JOURNEY

4.  AVOID POP-UPS / NON-ESSENTIAL INFO

5.  EXPLICIT LANGUAGE AND IMAGES

HIGH UAI - DO THIS:


36


37

CLEAR NAVIGATION


38

PREDICTABLE & ASSURING


39

EXPLICIT TEXT & IMAGES


40

1.  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE

2.  DON’T BE OVER-EMOTIONALLY EXPRESSIVE

3.  ALLOW USERS TO TAKE GREATER RISKS

4.  COMPLEXITY, WIDER CHOICE OF ACTIONS

5.  NAVIGATION CAN BE LAYERED

LOW UAI - DO THIS:


41

FACILITATE OPEN DIALOGUE


42

PLAIN LANGUAGE


43

ENABLE GREATER RISKS


44

COMPLEXITY

LAYERED NAVIGATION


45


46

Do you define your self-image in terms of ‘I’ or ‘we’ ?

3 INDIVIDUALISM / COLLECTIVISM

“ ”


47

USA = 91 Spain = 51 China = 20

INDIVIDUALISM / COLLECTIVISM

HIGH COL

HIGH IDV


48

1.  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS

2.  DIFFERENCE / NOVELTY

3.  COMPETITION / EXCITEMENT

4.  USE CONTROVERSIAL LANGUAGE (IF APPROP.)

5.  IMAGES - YOUTH, MATERIAL SYMBOLS OF SUCCESS

HIGH IDV - DO THIS:


49

EXCITEMENT


50

EXCITEMENT


51

COMPETITION


52

CONTRAVERSIAL


53

FAVOUR YOUTH


54

INDIVIDUALIST


55

EXCITING LANGUAGE


56

1.  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’

2.  RESPECT MORAL TENETS, TRADITIONS, STATUS

3.  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES

4.  WISDOM, EXPERIENCE OF AGE

5.  PRIVACY / SECURITY OF PERSONAL INFO

HIGH COL - DO THIS:


57


58

‘WE’ NOT ‘ME’


59

TRADITIONS


3 GENDER

60


61

CULTURE & GENDER

Individualistic = bigger gender differences in website’s attractiveness + usability 9

vs.


62

Men and women have distinctly different neural responses to artistic + natural stimuli 10

NATURE VS NURTURE


63

ONLINE BEHAVIOURS


64

ONLINE BEHAVIOURS


65

1.  LESS CONCERNED ABOUT PRIVACY 11

2.  HAPPIER PARTING W. SENSITIVE INFO 12

3.  MORE LIKELY TO BLOG W. REAL NAME 13

MEN ONLINE


66

1.  ONLINE SHOPPING = RISKY 13

2.  SKEPTICAL OF ONLINE INFO 11

3.  MORE LIKELY TO BLOG ANONYMOUSLY 14

4.  PROVIDE INACCURATE PERSONAL INFO 15

WOMEN ONLINE


67


68

1.  FLASHY, INTERACTIVE AND ANIMATED

2.  GOAL-ORIENTED, GAMIFIED

3.  MANY SUB-LEVELS

DESIGN FOR MEN:


69


70

DESIGN FOR WOMEN:

1.  ATTRACTED TO WEBSITE’S COLOURS

2.  CLEAN, UN-CLUTTERED

3.  PREFER FEWER SUB-PAGE LEVELS


4 KEY TAKEAWAYS

71


72

1.  To succeed you have to apply scientific rigour to your design and marketing process

2.  To engage a global audience, you have to be culture- and gender-sensitive

3.  Golden rule: research, test, analyse

KEY TAKEAWAYS


5 ANY QUESTIONS?

73


74

1.  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 2.  Associated Press (2013). Google Translate reaches 1 billion translations per day. http://www.oregonlive.com/today/index.ssf/

2013/04/google_translate_reaches_1_bil.html 3.  mobiThinking (2013). Global mobile statistics 2013 Part A: Mobile subscribers; handset market share; mobile operators. http://

mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets 4.  IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/

Predictions13/downloadable/238044.pdfm 5.  R. Robertson (1994). Mapping the global condition: Globalization as the central concept. In M. Featherstone (ed.), Global Culture:

Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36. 6.  W. Barber and A. Badre (1998). Culturability: The merging of culture and usability. In Proceedings of the 4th Conference on

Human Factors and the Web. 7.  A. Faiola and S. A. Matei (2005). Cultural cognitive style and web design: Beyond a behavioral inquiry into computer-mediated

communication. Journal of Computer-Mediated Communication, 11(1). 8.  N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University. 9.  S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information

Systems, 32(1), pp. 18-37. 10.  C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural

correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847.

REFERENCES


75

11.  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.

12.  A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258, pp. 36–58.

13.  E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57, pp. 768–75.

14.  M. Madden and A. Smith (2010). Reputation management and social media: How people monitor their identity and search for others online. Pew Internet & American Life Project, 26 May. Available online at: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

15.  I. Oomen and R. Leenes (2008). Privacy risk perception and privacy protection strategies. In E. de Leeuw, S. Fischer Hubner, J. Tseng and J. Borking (eds), Policies and Research in Identity. Boston, MA: Springer. pp. 121–38.

REFERENCES


WANT MORE?

76

Go: TheWebPsychologist.com/moz Read: Webs Of Influence Tweet: @TheWebPsych


77

THANK YOU!

Design

[MozCon] How Gender and Cultural Differences in Web Psychology Affect the Customer Experience