Working Paper: Exploring the Intersection of Culture and Design – Does Culture Influence User Experience?

Conference: The Asian Conference on Arts & Humanities (ACAH2022)
Title: Working Paper: Exploring the Intersection of Culture and Design – Does Culture Influence User Experience?
Stream: Globalisation
Presentation Type: Live-Stream Presentation
Authors:
Arooj Alvi, Central European University, Austria

Abstract:

The study aims to explore the influence of culture in user experience for digital product design. Despite a plethora of research in the field of user experience and information design, there is a lack of consensus in the significant influence based on cultural background. Additionally, most cultural studies have focused solely on Hofestede cultural dimension which does not capture nuances of cultures prevalent within countries while treating culture as a homogenous phenomenon. The study focuses on the cultural influence in user experience based on three criteria (trust, data transparency and access of information). Additionally, the study measures the impact of culture on the perception of user experience compared to the impact of inter-individual difference. Data will be collected from 50-75 students belonging from different cultures studying in Vienna. Multivariate analysis will be conducted to test the relationships. The results of the study will indicate whether cultural has a more significant influence on user experience based on trust, data transparency or access of information than inter-individual differences. The study can be extended to include digital products with highly sensitive user data to low sensitive user data and its influence on the cultural and interindividual differences relationships.

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