Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 148

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FIGURE 8.54 Preference for menus constructed differently in the Czech sample.

Although the noun and verb menu was regarded as easy to understand, a verb-driven
menu was preferred, in that it showed a clear purpose to the user. In contrast, the
Czech sample expressed a strong preference towards nouns, as these were the most
intelligible.

52) At a university website, where in the menu would you look for course
information?
For this question, we used the menu options presented in Figure 8.55.

Chinese
Hypotheses.
• Menus progressively disclosing a narrative are considered more natural.
• Theme-driven menus are more logical than menus driven by attributes or
concepts.
• The proposed interaction is best understood when starting from a concrete
situation (a use case), rather than a user role.

Results summary.
Most of the respondents chose a concept-driven menu (60%) because it is clearly
identified, easy to understand, and fit for a school website, which should be serious
and objective. Both the theme-driven (“I want to

... ”) and role-driven (“I am ... ”)

University I want to ... Lectures Parents Alumni University Students Lectures Parents Alumni

(a) heme-driven menu (b) Concept-driven menu

University I am... News Profile Share

(c) Role-driven menu

FIGURE 8.55 Preference for menu types (theme, concept, role).