Cultural Dimensions
and global user-interfacedesign
What? So What? Now What?
Welcome
It is no longer enough to simply offer a product translated in ten to twenty different languages. Users also want a product that acknowledges their unique cultural characteristics and business practices."
Introduction
The world seems to get a little bit smaller. Technology is allowing more and more organizations to globalize and help customers and targeting people from different countries. This gives designers an exciting challenge to create a global brand experience for users; on the contrary, the designers also need to consider the cultural differences and local needs of an individual or a targeted group.
Culture is defined as the collective mental programming of the human mind that differentiates the members of one group or category of people. This programming includes patterns of thinking that are considered in the meaning people attach to various aspects of behavior and become crystallized in society's institutions. Category can refer to nations, regions within or across countries, ethnicities, religions, occupations, organizations, or genders. In simple, Our culture represents our values and our behavior – not only in our daily lives but also on the Web.
Cultural background
Disney Land
The purpose of this study is to determine how Disneyland has incorporated Hofstede's Cultural Dimensions in their websites. To make it more efficient, for every dimension, we look at four Disneyland websites in different countries - Japan, China, The United States of America, and France. Disneyland is an amusement park featuring characters, rides, and shows based on Walt Disney and the Disney Company's creations. It is a good example of providing the same services with respect to brand identity in websites for a diverse range of cultures.
PDI - Power Distance
The PDI cultural dimension refers to how a society handles inequalities between people. This is based on strict compliance to authority, the attention of power, and the level of authority in a society. In PDI, Hofstede used his survey and divided countries into two different types - High power distance cultures and Low power distance cultures.
A high-power distance indicates that people within the nation have accepted their orders from authorities and the inequalities that come with it, while a low power distance means that people strive to equalize the distribution of power, primarily those who have less power.
Low power distance cultures don't like to be controlled by authorities until the leadership is based on the right expertise. In websites, The design will have objective and detailed information, which will make the users make their own decisions. These websites treat every user with respect, meet their expectations, and show interest in the user's needs. Their communicating style could be informal and direct to gain the trust of their user and keeps engaged.
High power distance cultures are used to accept decisions made by authorities and solid structures of the society. In websites, they consider the user as an expert and authority figure. These interfaces make clear statements and don't give too much responsibility to the user. User's from this culture are less ambitious to search for detailed information and make their own choices.
PDI - Power Distance in China, France, Japan, and United States
PDI - China
At 80, China lies at a higher ranking of PDI - which means In China, inequality between the subordinate and the superior is expected and accepted. The relation between people is considered as there is no defense against power abuse by authorities or superiors. The social structure is very hierarchical. The older and more influential people are valued by the younger and less powerful people. People should not have ambitions beyond their level.
Focus on authority:
- Mentioning Crystal Annual Pass Reservation Rules and Proceduresin the alert
- Rules and Help tab with even more rules- Excessive rules and regulations, terms of use, legal notices in thefooter
- Intense bright colors used and use of national color (red) for abanner
PDI – France
France is high in aristocracy and supplement in wealth. France has a score of 68, standing fairly high on Power Distance. In France, children are raised and taught to be emotionally dependent on their parents, teachers, and superiors to some extent. It is a society where power is centralized in organizations, government as well as in terms of geography.
- Excessive rules and regulations in the footer
PDI – Japan
At an average score of 54, Japan is a marginal hierarchical society. Not so high Power Distance is; Japan has always been a meritocratic society. There is a strong impression in the Japanese culture that everybody is born equal, and anyone can get progressing and become anything.
- Proud recipient of TripAdvisor Certificate of Excellence 2019 at the bottom
PDI – United States
America scores a 40 score on power distance. Americans believe in "Liberty and Justice for all!". In American organizations, hierarchy is convenient, superiors are available, and supervisors rely on individual employees and teams for their expertise.
- Emphasis on the user
- Strong asymmetric layout
- Photos of both the genders
IDV - Individualism vs. Collectivism
The second dimension describes how people in an individual focus on themselves or the group as a collective. People in an individualistic culture are self-governing and attach more attention to themselves than to the group. In a collectivist culture, people favor integrating themselves into the group. The nation's position on this dimension is considered in whether people refer to themselves as "I" or "We".
Individualist culture will take initiate, act upon their own needs and desires, and make their own decisions. They concern about their own well-being and takes responsibility for their own choices. In user interface and user experience, users from this group visit websites on their own interest and risk. In an individualistic society, a website focuses on individual requirements and strives to convert individuals to loyal customers.
Collectivist culture performs actions as an interest of a group rather than their own interest. The decisions are based on the interests and opinions of others in the group. Often, they compromise their individual desires. In user interface and user experience, websites offer reference points like - most popular categories, combos, testimonials and use instant sharing options to gather information or feedback from different people from the group.
IDV - Individualism vs. Collectivism in China, France, Japan, and United States
IDV - China
At a score of 20, China is a highly collectivist country where people perform actions as a group rather than individuals. They are most likely to give opportunities within their circle or family. Personal relationships are prominent than a task.
- Highly collectivist culture
- groups of photos and emphasis on relationships
IDV – Japan
Japan scores 46 on the Individualism dimension. Relatively, it is not as collectivistic as most other Asian nations. Japanese are experienced as collectivistic with Western standards and experienced being Individualist by Asian standards.
- Many family and group pictures throughout the website
IDV - France
France has a score of 71 and is considered an individualist society. France's unique individuality is a major cultural characteristic that characterizes the French passion for freedom of opinion and uniqueness, both in community and business.
- Pictures with individuals as thumbnails in most of the website
IDV - USA
- Highly Individualistic culture: my reservation, my hotel, my pass, my wish list, etc.
MAS - Masculinity vs. Femininity
The MAS cultural dimension refers to the balance among gender roles in society. Masculine societies are ambitious, competitive, and strive to achieve heroism and assertiveness. Feminine societies are consensus- oriented and favor values, such as collaboration, courtesy, caring for the weak, and quality of life.
Masculine society users constantly strive for success and recognition. They always want to prove themselves ad the best in what they do. They don't hesitate to portray their success. These expectations refer to themselves and the people around them, for example, to the products and services they use and the decisions they make. Digital interfaces for these users have to keep in mind for their critical evaluation. These interfaces offer high-quality information for their users.
Feminine society is not interested in standing out from the crowd; rather than that, they always want to avoid conflicts, complications and enjoy life. Websites for these users give importance to provide positive experiences than technical details, offers, or rewards. These users expect interaction with the support team; they ask questions and gives feedback too.
MAS - Masculinity vs. Femininity in China, France, Japan, and United States
MAS - France
France scores a 43 and is considered a Feminine culture slightly. France is popular for its 35-hour workweek, five weeks of holidays per annum, it's welfare system, and its focus on the quality of life and a good work-life balance. France also has a unique characteristic in terms of Masculinity, where the upper class usually exhibits Feminine characteristics while the working class exhibits Masculine characters.
- Contact us option at the top itself indicating mutual support and cooperation
- Blurred gender roles – equal display of male and female characters
MAS - USA
US has a score of 62 on Masculinity. Americans work to obtain commercial rewards and, as a result, attain higher status based on how good one can be.
- Good support options
- Offers, benefits and promos
- Disney park trivia
MAS – China
At 66, China is considered a masculine society and strives for success. Most of the people are likely to work late nights rather than giving importance to leisure time. Some people live far away from families to achieve better work and pay. This dimension impacts everyone from a very young age; for example, Chinese students have very much care about their exam scores and believe that ranking is the main criteria to gain success.
- Gender, family, and age distinctions while purchasing tickets.
- Website also features contact us option which enables cooperation and support.
MAS – Japan
At 95, Japan is one of the largest Masculine societies in the world. However, we do not see aggressive and ambitious personal behaviors in order with their mild collectivism, which we usually affiliate with Masculine culture. In Japanese traditional culture, Women take care of their families, and it's inappropriate for them to pursue their careers. Today's Japanese society is getting more tolerated for women pursuing their careers, but still challenging for women to climb up the corporate ladder with their masculine norm of hard work.
- The website’s navigation is utilitarian.
- Direct and decisive options are displayed.
- No, contact us option
- (No exchange and support represent masculinity)
UAI - Uncertainty Avoidance
The UAI cultural dimension refers to the tolerance for uncertainty. It shows how people from different countries deal with uncertainty and ambiguity. Cultures with high uncertainty avoidance adhere to what they know and avoid unusual behaviors or ideas. On the contrary, cultures with low uncertainty avoidance favor practice over principles and welcome change.
High uncertainty avoidance people prefer familiar approaches rather than unfamiliar approaches. In the user interface, the information portrays a structured and clear way. People from this group compare multiple options in order to make a certain decision.
In low UAI cultures, people have more carefree attitudes, enjoy challenges, and are ready to express feelings and opinions. People are most likely open to new ideas, try new things, and take risks. This group of people expects a practical interface without detail. However, they believe that they can adapt themselves to new situations.
UAI - Uncertainty Avoidance in China, France, Japan, and United States
UAI - China
At 30, China has a low score on Uncertainty Avoidance. Chinese don't have so much problem with ambiguity; the Chinese language is full of ambiguous meanings that can be hard for Western people to understand. Chinese are adaptable and entrepreneurial.
- Website displays complex content and choices in the Navigation Bar and Footer.
- Website features more information portraying acceptance of wandering and risk.
- Color Coding and Topography are maximizing the information
UAI – USA
US has a score of 46 on Uncertainty Avoidance. Americans are open to accepting new ideas and opinions from others. Americans are relatively more tolerant and willing to implement new ideas and practices.
- Website displays complex content and choices in the Navigation Bar and Footer.
- Website features more information portraying acceptance of wandering and risk.
UAI – France
At 86, French culture numbers high on Uncertainty Avoidance. The French usually don't prefer surprises and would like everything to be planned and executed carefully and accurately.
- The website displays limited choices with clear Navigation options to prevent the user from becoming lost.
- Results are forecasted even before the action.
UAI – Japan
At 92, Japan is one of the most uncertainty-avoiding nations in the world. This is often associated with the fact that natural disasters from earthquakes tsunamis regularly threaten Japanese. Under these circumstances, the Japanese determined to develop themselves for any uncertain situation.
- The website is very simple with clear metaphors and limited number of choices and data.
- Redundant cues are used in the form of Topography and color to reduce ambiguity.
LTO - Long-term vs. Short-term Orientation
The LTO cultural dimension refers to people's focus on the future or the present and how much a society is involved with its virtue. Short-term orientation societies maintain standard and normativity in their thinking. They give importance to implement the right decision at the moment. Long-term orientation societies believe the truth with respect to situation, time, and context. They plan to set long-term goals ahead and trust that traditions can be adapted.
Short-term orientation users are most interested in imminent results that are within known cultures and traditions. In website interfaces, they expect to have shortcuts and quirky processes. They are also interested in interacting with familiar actions.
Long-term users make decisions for the future. Websites provide detailed information and advantages of the service or product. They prefer not to complete an action without detailed information or clarity.
LTO - Long-term vs. Short-term Orientation in China, France, Japan, and United States
LTO - USA
US has a low score of 26 on long-term orientation. Americans aren't that pragmatic, and American businesses scale their achievement with earnings and loss statements being issued quarterly or short-term, thus driving individuals to strive for quick results within the corporate world.
- The website displays the highlighted experiences on the main landing page indicating the desire for quick and faster results.
LTO - France
At 63, France is a Long term oriented nation. They show an understanding to adapt cultures easily to changed conditions, a strong propensity to save and invest, and determination to achieve successful results.
- The website has extensive information available and therefore the user requires patience to achieve the desired results and goals.
LTO – China
China scores 87 in the dimension of long-term orientation, which means that the Chinese are more practical. In website interfaces, they expect to have shortcuts, clear goals, and quick task completions.
- The website has extensive information available and therefore the user requires patience to achieve the desired results and goals.
- The content emphasizes relationship as a source of information and credibility by displaying pictures of family and friends.
LTO – Japan
Japan scores an 88 in Long Term orientation. The Japanese people live their lives guided by virtues. They take a more pragmatic approach and promote economic and modern education efforts to provide for the future.
- The website has extensive information available and therefore the user requires patience to achieve the desired results and goals.
- The content emphasizes relationship as a source of information and credibility by displaying pictures of family and friends.- Content is focused on practical value.
References
Cimpan, A. (2020, May 03). How culture impacts ux design. Retrieved March 09, 2021, from https://uxdesign.cc/how-culture-impacts-ux- design-6443a80319f3Risse, C. (2019, February 06). Designing for culture. Retrieved March 09, 2021, from https://medium.com/@cynthiarisse/designing-for-culture- be0d8be92422Country comparison. (2020, August 12). Retrieved March 09, 2021, from https://www.hofstede-insights.com/country- comparison/china,france,japan,the-usa/Disneyland.disney.go.com. (n.d.). Retrieved March 09, 2021, from https://disneyland.disney.go.com/Shanghai Disneyland. (n.d.). Retrieved March 09, 2021, from https://www.shanghaidisneyresort.com/en/https://people.cs.vt.edu/~shaffer/CS6604/Papers/p32-marcus.pdfhttps://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=5803&context=etdhttps://www.disneylandparis.com/en-us/https://www.shanghaidisneyresort.com/en/