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Beyond Responsive Design Culture as a Factor in Digital Design
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Hi. I’m Senongo Akpem. @senongo
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A bit about me...
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Born and raised in Nigeria
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10+ years all over the US
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7+ years working in Japan
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A dose of realism...
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“Culture eats strategy for breakfast.” -Peter Drucker
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We design for numerous cultures, whether we know it or not.
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A Few Cultural Variables fabonthemoon- http://flic.kr/p/aQYzP2
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High Context Culture
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Low Context Culture
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DIRECTNESS
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http://y.qq.com/
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http://www.rdio.com/
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Which way is up?
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The Guugu Yimithirr Brian Cassey, The Courier-mail
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Collectivism
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Individualism
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http://www.messagesforjapan.com/
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High Power Distance
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Low Power Distance
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http://www.marks.jp/ http://www.moleskine.com/ About pages
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Fast Messaging
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Slow Messaging
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https://www.gov.uk/
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http://www.priu.gov.lk/
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So what?
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Be Culturally Responsive
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Moving beyond media queries
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People need to feel at home with the cultural references in our interfaces.
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How about culture queries?
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3 steps
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Add a native language option • 3 steps
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Add a native language option • Make the interface • understandable 3 steps
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Add a native language option • Make the interface • understandable Use cues that match the users • cultural characteristics 3 steps
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http://gengo.com/
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http://www.sevenbank.co.jp/soukin/
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http://www.mtn.com.af
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There’s a difference between understanding an interface, and accepting an interface. - Carney, 1998
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http://www.pepsi.com/
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http://www.pepsitmall.com/
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http://www.mcdonalds.com/us/en/food.html http://www.mcdonaldsindia.com/menu.html
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http://www.bbc.com/news/world/middle_east/ http://www.bbc.co.uk/arabic/middleeast/
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The Bollywood Technique mountainamoeba- http://flic.kr/p/4wZ1uu
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How much does culture affect the usability of the sites we build?
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A lot.
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No Really. A LOT.
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Final Thoughts chrisstreeter- http://flic.kr/p/8jMLVx
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You can find me online at: Thank You! @senongo senongo.net