Human Factors debates cross-cultural design

At CHI 2008 on 10 April, Elisa del Galdo, Human Factors International's Chief of Technical Staff EMEA, will present "What about a 'local' wrapper around a 'universal' core?"

This thought-provoking paper published by Apala Lahiri Chavan, Human Factors International's Vice President, Asia, challenges established cross-cultural design perceptions.

There are currently two mutually exclusive world views regarding cross-cultural design.

One school of thought believes that a single design can suit all markets.

The other is diametrically opposed to the premise that 'one size fits all'.

Chavan believes that it is time to re-examine these world views about cross-cultural design.

Using drama, film excerpts and websites as discussion points, the audience will be encouraged to explore a third possibility.

While it is true that it is very difficult to create a 'one size fits all' design, Chavan proposes that we consider a shift to "the universal local man in the age of technological empowerment".

She explained: "We have deliberately chosen drama as the medium because designing interactions with an interface involves similar dynamics to the interaction between actors and their audience".

Del Galdo will begin the presentation by comparing Aristotle's Theory of Poetics with Natyashastra, the ancient Indian theory of drama.

Juxtaposing the tenets of both dramatic theories will pose the question of universality in drama.

Viewing excerpts from six films - two in English, two in Indian with English subtitles and two in Chinese with English subtitles - the audience will then be invited to classify the films as either international or local box office hits.

Further discussion will reveal whether their classification matches actual box office data.

Chavan added: "Looking at a selection of internationally successful films can give us ideas about how to use the rich emotional universe to create integrated offerings where the 'local' is wrapped around a 'universal' core".

The final exercise will focus on three websites.

The first two will represent opposing views of 'one size fits all', while the third will raise the possibility of creating products in one culture, which also have global appeal.

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