A CULTURALLY AWARE APPROACH TO LEARNING

SYSTEMINTERFACE DESIGN

Hsin-Han Yu

Intro Problem statement: the limitation of

traditional HCI design approach.

Rationale: to understand learners’ perspectives and to see them as agents who actively conduct activities direct to an object in a specific cultural-historical environment using tools that have special cultural meanings.

Purpose of this study: to propose a set of design strategies by using cultural profile in aiding educational Web site interface design.

Theoretical Foundation

Postmodernism: Abandons universalism and embraces the idea of relativism and pluralism.

Activity Theory: Against artificial separations between mind, behavior and society.

Human Computer Interaction

Interface is a type of cultural artifacts.

Interface is considered as a mediator between information receiver/users and providers/designers.

Interface is also a mediator between subject/users and the object/goal.

Cultural conflicts (Eastern vs. Western ways) Metaphors, Mental models, Navigation,

Interaction, and Appearance. (Marcus)

Related Literature Social Constructivism and Activity Theory

(Vygotsky).

Cultural Cognition (Nisbett)

Cultural Dimensions (Hofstede, Hall and Trompenaars).

Visual Identities (Kondratova) and Cultural Markers (Barber and Badre).

Research Design

Mixed-Methods Design

Sequential explanatory Design Quantitative followed by qualitative;

In quantitative phase Effectiveness– performance accuracy on the tasks;

Efficiency– time spend on solving tasks;

Satisfaction– perceived usefulness.

In qualitative phase Thinking-aloud method in task performance;

Perception and satisfaction in-depth interview.

Paradigm Conflict Deweyan pragmatism

Focus on “what works,” instead of sticking at the metaphysics and ideology.

Quantitative and qualitative methods not only are compatible but also complement each other.

Postmodernism Emphasize on the value of documenting multiple

perspectives.

Meanings are socially constructed with multiple dimension and inter-connection which need to be analyzed from multiple angles.

Mixed methods approach can used to address the complexity of the real world and to achieve the “analytic density.”

Website Design Two Web site structures– American and

Taiwanese.

Using HTML5, CSS, and Java Script.

Translation Structures Language

American Design Taiwanese Design

English Content AE TE

Chinese Content AC TC

Design Strategies Cultural profiles were conceived based on

previous research.

The collective cultural profiles include the following variables: Cognitive (Analytic vs. Wholistic) dimension.

Behavioral dimensions (as the reflection of socio-cultural norms and values) using cultural dimensions.

Visual identity (cultural markers).

http://hsinhanyu.com/new/courses/EE/about.shtml

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Quantitative Hypotheses I

H1: Information tasks performance of users would be different in both performance time and accuracy when exposed to interfaces of different design approaches (match or mismatch to their cultural preference).

Multivariate Analysis of Variance (one way MANOVA)

Variable Definition

Culture Matching The factor is the group, matching (=1), and mismatching (=2).

Performance Time The total time spending on solving the tasks

Performance Accuracy The total correct scores on the tasks ranges from 0-13.

Quantitative Hypotheses II

H2: The Website perceived usability questionnaire score of users would be different when exposed to interfaces of different design approaches (match or mismatch to their cultural preference).

Independent-Samples t Test Variable Definition

Culture Matching Matching =1, and mismatching =2 (of cultural profiles and design).

Perceived Usability The total scores on the Post-Study System Usability Questionnaire (PSSUQ) which ranges from 19-113.

Survey Instruments Single-administered survey were used to collect data in

this study. Each participant will only take the survey once.

Task Performance Survey Five different tasks which vary in difficulty and complexity.

Not use to assess complex cognitive learning, aimed at understanding the interaction in between the interface-user dyads.

The Post-Study System Usability Questionnaire

Web-Oriented Digital Literacy

Demographic information

Qualitative Research Investigate the underlying issues that caused

the different levels of satisfaction and desirability.

Multiple case study.

Six cases for each group, each case included a task performance observation and a semi-structure interview.

Data analyses were performed in both “within” and “across” case level.

Results

Research Question One

Information tasks performance of users would be different (in both performance time and accuracy) when exposed to interfaces of different design approaches (match or mismatch to their cultural profile).

MANOVA for the American group

Significant differences were found between the two matching conditions on the dependent measures. Wilks’s = .85, F(2, 56) = 5.15, p < .01. The multivariate 2 based on Wilks’s was .16, which indicates a medium effect size.

Multivariate TestsEffect Value F Hypo df Er. Df Sig Partial Eta

Sq.

Match Wilk’s Lambda

.845 5.149 2.0 56.0 .009 .155

ANOVA for the American group

The Bonferroni method was used, each ANOVA was tested at the .025 level.

The ANOVA on the performance time was significant, F(1, 57) = 6.29, p = .015, 2 = .10, while the ANOVA on the accuracy was non-significant, F(1, 57) = 2.74, p = .103, 2 = .05.

Source

DV Type III Sum of SQ

Df Mean sq F Sig. Partial Eta Sq

MatchTime 762840.167 1 762840.167 6.289 .015 .099

Accuracy 8.155 1 8.155 2.741 .103 .046

MANOVA for the Taiwanese group

Significant differences were found between the two matching conditions on the dependent measures. Wilks’s = .67, F(2, 57) = 14.06, p < .01. The multivariate 2 based on Wilks’s was .33, which indicates a large effect size.

Multivariate Tests for the Taiwanese GroupEffect Value F Hypo df Er. Df Sig Partial Eta

Sq/

Match Wilk’s Lambda .670 14.060b 2.000 57.000 .000 .330

ANOVA for the Taiwanese group

The Bonferroni method was used, each ANOVA was tested at the .025 level.

The ANOVA on the performance time was significant, F(1, 58) = 25.60, p < .001, 2

= .31, in a addition, the ANOVA on the accuracy was also significant, F(1, 58) = 7.94, p = .007, 2 = .12.

Source

DV Type III Sum of SQ

Df Mean sq F Sig. Partial Eta Sq

MatchTime 5586479.930 1

5586479.93

025.601 .000 .306

Accuracy 43.350 1 43.350 7.936 .007 .120

Research Question Two

The Website perceived usability questionnaire score of users would be different when exposed to interfaces of different design approaches (match or mismatch to their cultural preference).

t-Test for the American groupIndependent Samples Test

  PSSUQ Total

Equal variances assumed

Equal variances not assumed

Levene's Test for Equality of Variances

F2.56  

Sig.115  

t-test for Equality of Means

t2.106 2.094

df57 50.107

Sig. (2-tailed).040 .041

Mean Difference5.551 5.551

Std. Error Difference 2.636 2.651

95% C.I. Difference

Lower.273 .226

Upper10.828 10.875

t-Test for the Taiwanese group

Independent Samples Test

  PSSUQ Total

Equal variances assumed

Equal variances not assumed

Levene's Test for Equality of Variances

F1.542  

Sig.219  

t-test for Equality of Means

t3.483 3.483

df58 55.950

Sig. (2-tailed).001 .001

Mean Difference11.733 11.733

Std. Error Difference 3.368 3.368

95% C.I. Difference

Lower4.990 4.985

Upper18.476 18.481

Findings in Qualitative Phase

Three major themes were found in the qualitative interview data:

1. People from different cultures utilized different strategies in executing the information seeking tasks.

2. People from different cultures have different perception toward online learning interfaces, and

3. Cultural sensitive design is a functional approach in addressing different needs and providing meaningful interaction for people of different cultures.

Theme One People from different cultures utilized different

strategies in executing the information seeking tasks. Taiwanese and American participants had

different tendencies in perceiving and classifying information, and relied on different cognitive strategies in dealing with tasks and interfaces.

Participants overall favored the interface that was designed in accordance with their cultural profile than the one was not. However, both groups were able to solve the tasks using both interfaces with some strategic adjustments and modifications.

Americans Taiwanese

1-1 Different Strategies in Understanding the Interface Functionality

Relied heavily on prior experiences and tended to use the directly without pre-exploration.

Tended to build a mental image of system by exploring the system before conducting the tasks.

1-2 Different Strategies in Navigating

Tended to work on functional relationships

Tended to work on categorical attributions

1-3 Information Seeking Is an Integrated Process

Both groups of participants, although have different preferences as well as experiences, however, they all were able to solve the tasks using both interfaces with some strategic adjustments and modifications.

Theme Two People from different cultures have different

perception toward different design features. Participants have their own ideas and

assumptions of how and what an online learning system should feel and look like, and consequently have different perceptions and reactions on different design features. The data indicated that American and Taiwanese participants showed diverse preferences toward design features.

Americans Taiwanese

2-1 Different Perceptions in Information Organization

Self-directive information seekers; preferred a more transparent design which displays related information in plain sight.

Passive information seekers, preferred a well-organized system with an imposed structure able to guide them in information seeking tasks.

2-2 Different Perceptions in Navigation Design

• Prefer an object-oriented design with a focus on the attribution of the information.

• Task-oriented.

• Preferred a thematic structure with a focus on the relationship/hierarchic of the information.

• Role-oriented.

2-3 Different Perceptions in Presentational Design

Presentational features

American Taiwanese

White Space Information is more condensed presentation. Less white space.

Show no specific preference on the usage of blank space, however preferred fewer components presented on the page.

 

Typography Left aligned, and uses the same spacing between words.

Fewer space between words.

More spacing between lines.

Left aligned, More space between words and lines. Extra spacing is needed to enhance the readability of the Chinese content.

Layout Design Prefer informal/non-academic layout design, with more images presented and use more vibrant colors.

Prefer a more formal/academic looking design with a more consistent layout design.

2-4 Different Perceptions in Pictorial Materials

American

Preferred an interface with more visuals and colors, in addition, visual components with foreign writing and figures are not appropriate for American participants.

Taiwanese

With no problem in images with English text and/or Western figures. In addition, the use of English text and Western figures in the pictorial materials gave the Taiwanese users the feeling of “internationalism.”

Theme Three Cultural sensitive design is a functional

approach (in addressing different needs and providing meaningful interaction for people of different cultures).

3-1: Matching Design Promotes Positive Perceptions.

American

Although at some level expected to see a formal design, American participants chose the American design for the reason that it provided a fresh, novel feeling.

Taiwanese

Taiwanese participants favored the Taiwanese design because it look like (mimicked) the predominant style of Taiwanese university websites layout design, which not only catered to their preferences, but also gave them the familiarity, as well as comfortability in using the interface.

3.2: Matching Design Enhances Usability

American Taiwanese

Information Organization

A more flat and transparent design which displays related information in plain sight.

Deep organized information structure helped Taiwanese participants in the processes of information seeking tasks

Navigation Design A task-oriented navigation design might enhance the performance of American participants

An role-oriented navigation design might enhance the performance of Taiwanese participants

Typography Design Left aligned with universal spacing. Less tracking but more leading spacing.

Appropriate typography design enhances the readability of the Chinese content

3.3 Interface Design Needs to Consider The Using Context

The design of interface needs to address and support the group needs

The design of an interface influences the way users interact with the system and consequently their performance on the information seeking tasks.

The “look” and “feel” of an interface should dependent on the assumptions made about the information seekers’ needs and abilities

Discussion

Different Levels of Performance

In the American group only the performance time was found significantly influenced by the matching conditions. In the Taiwanese group, both performance time and accuracy were significantly influenced by the matching conditions. Might be caused by the different cognitive

styles associating with respective groups.

Analytics compare to the wholists tend to perform better in a novel and/or less structure information organization and longer web pages.

Different Levels of Desirability

Both American and Taiwanese participants on average rated the match design higher than the mismatch design. Could be explained by using Norman’s theory on

Emotion and Design.

When making preferences, people reflect upon their personal experiences, background and attaching a range of values that ultimately influence and cause the significant differences on the PSSUQ.

Negative experiences (longer performance time and lower accuracy) might cause Taiwanese participants to have significantly lower emotion affiliation to the mismatch design than their American counterparts.

Navigation Design

Task/Action oriented design, items arranged by functional attributions or alphabetically Visual based and distributed,

Provide multiple navigational options

Allow free exploring

Emphasizing the hierarchical relationship, Relationship oriented, items presented on the basis of relevancy.

Textual based and centralized

Provide supportive navigational tools

Information Structure

Using information blocks and emphasizing on the individual functionality

• Using a “logical way” in organizing information.• High transparency, provide available options at one time/in one page.• Simple/shallow information structure

• Showing context using sub-categories• Using deeper hierarchical structure and imposed sequences• Compartmentalizing information and assigned/imposed priority .

• Using a “local/consensual” way in information structure.• Emphasizing the harmonious relations among components/objects.

Information should be highly structured.

Layout Presentation

• Information blocks that provide both visual and textual information. • Emphasizing on the object and accentuate the functionality.

Paralleling sub-navigation/menu with content Using banner and incorporate pictures and logos of institute

Visual Components

PhotosAmerican Taiwanese

Objective oriented Contextual oriented

IllustrationsAmerican Taiwanese

IconsAmerican Design Taiwanese Design

• More delicate icon design, using harmonious colors.

• Balance among icons and background.

• More vibrant colors and focus on the saliency of the object.

• Make icons stand out.

Typography in Chinese

American Design Taiwanese Design

Typography in English

American Design Taiwanese Design

Conclusion and Implication

Conclusion Users perform better when the system design

matches their needs and preferences.

User preferences and characteristics have important impacts on the ways individuals conceptualize and perceive the design of an interface

As cultural artifacts, interfaces are perceived differently under different cultural environments and conditions

Simply applying certain design principles doesn’t guarantee the success of an interface in an international setting.

Limitation Theoretical framework limitation– Activity

Theory

Instrumental limitation– cognitive and cultural dimensions.

Small sample size, lacks of generalizability.

Long-term effects unknown.

The role of this researcher in the qualitative phase.

Future Research Use different cognitive and cultural models.

Investigate the interaction between dimensions.

Compare users from more different cultural backgrounds.

Investigate the content-learner interaction.

Investigate the long-term effects.

Investigate the relative impacts of the four design factors on usability.

Thanks for ListeningComments and questions