Sunday, 9 July 2017, 13:30 – 17:30

Aaron Marcus (short bio)
Aaron Marcus and Associates (AM+A), Berkeley, California, United States

Objectives:

Participants in this tutorial will:

• Learn how cultural dimensions relate to the design of user-interface components (metaphors, mental models, navigation, interaction, and appearance).
• Learn new terms and concepts to understand culture and dimensions of culture (e.g., power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and time orientation)
• Learn about additional culture dimensions, models, and dimensions (e.g., persuasion, trust, intelligence, cognition) that must be considered.
• Learn practical trade-offs from studying several multi-national companies' Web efforts, best-of-breed set of culture dimensions derived from expert opinions, how mobile devices from Asia and the USA exhibit culture differences, examples of culture differences and similarities of Web 2.0 and social networking Websites, how cultural analysis can help localization of software before translation, and how cultural analysis can benefit multi-cultural, multi-discipline, multi-national development teams.

Participants will learn practical, immediately useful principles/techniques.

Participants will become familiar with the theories of user-centered user-experience design, culture theory, and the merging of these developments in the current state of product/services, including deskstop and mobile applications. Issues discussed will include those from key technology, social, business, culture, and HCI/UX design.
Concepts covered to assist professionals to design more effectively are these:

• User Analysis: Specification of user demographics and user-environment, user modeling, task analysis, and accounting for business objectives
• Metaphors: Easy recognized and remembered, fundamental conceptsconveyed through words, signs, and images
• Mental models: Appropriate organization of data, functions, tasks, roles and people
• Navigation of mental model: Efficient movement within the mental model via windows, menus, dialogue boxes, or control panels
• Interaction: Effective input and output-feedback sequencing
• Appearance: Quality visual, acoustic, and touch characteristics
• Information Visualization: Tables, charts, maps, and diagrams
• Basic visual design: Scale, proportion, rhythm, symmetry and balance
• Cross-cultural communication
• User-centered design process

Course Description/Abstract:

This tutorial summarizes key concepts of user-centered design (UCD) for use experiences (UXs), then focuses on cross-cultural communication and design issues. User experiences and human-computer interfaces (HCI) for desktop, Web, mobile, and vehicle platforms that reach across culturally diverse user communities, even within a single country/language group, and certainly across the globe. If HCIs/UXs are to be usable, useful, and appealing to such a wide range of users, UX/HCI developers must account for cultural expectations and preferences in globalizing/localizing products and services. In this tutorial, participants will learn practical principles and techniques that are immediately useful in terms of both analysis and design tasks. Participants will have an opportunity to discuss each section and topic as time permits. There will also be short quizzes.

Agenda with Exemplary Time Schedule

Target Audience:

The target audience for this tutorial includes those professionals, academics, students, and researchers who are familiar with UX/HCI concepts but who may be new to cross-cultural theories, culture models, and cross-cultural analysis.

Bio Sketch of Presenter:

Aaron Marcus, Principal
Mr. Marcus has been researching and designing user-experiences since 1969. He received a BA in Physics from Princeton University (1965) and a BFA and MFA in Graphic Design from Yale University School of Art and Architecture (1968). He is an internationally recognized authority on the design of user interfaces, interactive multimedia, and printing/publishing documents. Mr. Marcus has given tutorials at HCII, SIGGRAPH, SIGCHI, HFES, UXPA and other conferences, and at seminars for businesses and academic institutions around the world. He published 26 books and more than 300 articles, including Human Factors and Typography for More Readable Programs (1990), The Cross-GUI Handbook (1994), Mobile TV: Customizing Content and Context (2010), Graphic Design for Electronic Documents and User Interfaces (1992), The Past 100 Years of the Future: UX in Sci-Fi Movies and Television (2012), Mobile Persuasion Design (2015), and HCI/User-Experience Design: Fast Forward to the Past, Present, and Future (2015). Mr. Marcus was the world’s first professional graphic designer to be involved full-time in computer graphics (1967), to program a desktop publishing system (for the AT&T Picturephone, 1969-71), to design virtual realities (1971-73), and to establish an independent computer-based user-interface and information-visualization firm (1982). In 1992, he received the National Computer Graphics Association Industry Achievement Award for contributions to computer graphics. In 2008, the AIGA named him a Fellow; in 2009, CHI elected him to the CHI Academy. He is a Visiting Professor, Institute of Design, IIT, Chicago, and College of Design and Innovation, Tongji University, Shanghai.

Mr. Marcus is Principal of Aaron Marcus and Associates, a user-interface and information-visualization development firm with more than 35 years of experience in helping people make smarter decisions faster, at work, at home, at play, and on the way. AM+A), has developed user-centered, task-oriented solutions for complex computer-based design and communication challenges for clients worldwide on all major platforms (client-server networks, the Web, mobile devices, appliances, and vehicles), for most vertical markets, and for most user communities within companies and among their customers. AM+A has served corporate, government, education, and consumer-oriented clients to meet their needs for usable products and services with proven improvements in readability, comprehension, and appeal. AM+A uses its well-established methodology to help them plan, research, analyze, design, implement, evaluate, train, and document metaphors, mental models, navigation, interaction and appearance. AM+A has developed ten concept designs for mobile persuasion design, documented in Mobile Persuasion Design (2015). AM+A’s clients include Apple, BMW, HP, Kaiser, Microsoft, Microsoft, Motorola, Nokia, Sabre, Samsung, SAP, Siemens, and Xerox.

He has written chapters/case studies for seven Handbooks; has presented lectures/organized panels about cross-cultural user-experience design, mobile persuasion design, culture, and science- fiction, and HCI since 1980. He is Editor-in-Chief Emeritus of User Experience, Editor of Information Design Journal, and an editorial board member of Visible Language and the International Journal of HCI.