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CN28: Cross-Cultural User-Experience

Quick Facts

Time: Thursday, 15 April 2010, 11:30 to 16:00
Units: 2
Organizers: Aaron Marcus


Participants will learn about and practice using culture models and specific culture dimensions to design and evaluate user interfaces. Examples will come from the Web, mobile devices, social networking services, and other sources. Insights will be useful for all platforms, technologies, content, vertical markets, and user communities.


CHI professionals who may vary in expertise about UI design and/or usability but know relatively little about the subject of culture models and their use in design and evaluation.


This course has evolved continuously since 2000, based on feedback from attendees at CHI (presented over several years, e.g., 2004, 2005) and from presentations worldwide at multiple years at APCHI, HCII, IWIPS, LISA, SIGGRAPH, UPA, Web 2.0, etc. Image examples and topics are continually updated.


  • Terminology of globalization, localization, and culture
  • Visual examples of culture differences/similarities
  • Culture theories, models, and dimensions
  • Implications for user-interface design based on culture dimensions
  • Use of culture models to predict behavior in usability inquiries
  • Relation of culture to ethnography, usability, and testing
  • Case study: Culture influence in corporate Web design standards
  • Case study: culture-influenced PDA UI design for China
  • Trends: Culture influence in mobile devices products/services for Asia/USA
  • Best-of-breed culture dimension set
  • Trends in Web 2.0 applications and social networks
  • Where to learn more about culture theory and practice


Aaron Marcus has 40 years of experience in user-interface design and evaluation. He has published and lectured on the topic of culture and userinterface design since 1993. In 2007, he was named a Fellow of the American Institute of Graphic Arts (AIGA) by its Center for Cross-Cultural Design for his work in this field. In 2008 he was elected to the CHI Academy.