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Culturally Responsive Design

Senongo Akpem
October 19, 2017

Culturally Responsive Design

A talk about how we can use cultural factors and thinking to make sites and projects for a worldwide audience.
Given at AmuseUX, Hungary, in the fall of 2017.

Senongo Akpem

October 19, 2017
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  1. Senongo Akpem
    Design Director at Constructive
    @senongo
    Hey!

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  2. Culturally
    Responsive
    Design
    Creating for Your Worldwide Audience

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  3. a bit of background…

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  4. We design for numerous cultures,
    whether we know it or not.

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  5. Cultural Variables

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  6. Multicultural design should expose
    the unwritten rules of society.

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  7. vs
    Low Context
    High Context

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  8. vs
    Individualism
    Collectivism

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  9. The Bollywood Technique

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  10. Understanding 

    interfaces isn’t the same
    as accepting them.

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  11. vs
    Low Power Distance
    High Power Distance

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  12. Oscar Ruiz / publicis-mexico.com

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  13. projects.newyorker.com/story/subway/

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  14. vs
    Slow Messaging
    Fast Messaging

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  15. Tropico Vernacular / Lobregat Balaguer

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  16. … a people whose idea of visual pleasure is an
    explosion of the colors and textures that constitute
    the experience of community.
    LOBREGAT BALAGUER

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  17. vs DIRECTNESS

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  18. W. Robert Moore/National Geographic Society/Corbis / UK’s Science Museum

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  19. Clement Valla / Google

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  20. All our design choices come
    with pre-existing assumptions.

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  21. Code-switching

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  22. We adjust our communication to emphasize
    (or minimize) our social differences.

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  23. Build design projects with the
    flexibility to code-switch.

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  24. Depicting the “Other”

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  25. Air France /

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  26. Ashaninka/
    Osklen

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  27. Narratives can deliberately break
    those stereotypes.

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  28. captaindacosta.com

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  29. Give your audience permission to
    explore nuanced cultural references.

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  30. Yinka Shonibare

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  31. Appropriation punches up.

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  32. So what steps
    should we take?

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  33. Culture eats strategy for breakfast.
    PETER DRUCKER

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  34. Flexible
    Research

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  35. Test design that explores technical (&
    cultural) experiences.
    TIP

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  36. Forgiving
    Interfaces

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  37. Kim Suk / AP images

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  38. Leo Juarez / NBC News

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  39. Design forgiving interfaces that
    flex across cultures.
    TIP

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  40. Layered
    Language

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  41. FEED Montreal

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  42. holohalo.net

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  43. Create projects that work effectively in
    multilingual contexts.
    TIP

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  44. A Sense of Place

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  45. raponline.org

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  46. lostnigeria.com

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  47. lostnigeria.com

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  48. Reference location in nuanced ways, to
    create a sense of belonging.
    TIP

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  49. I’ll end with a final note
    of encouragement.

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  50. Culture informs every part of
    our design practice.
    Use it!

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  51. Senongo Akpem
    @senongo
    Thank you!

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