Information Technology Reference
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9 Discussion and
Conclusion
In Part II we showed some interesting and actionable differences between user groups
that we can gather from cross-cultural research. Both the groups were exposed to
similar computing environments, which led to similar preferences for the UI structure
in general. However, we found a few cultural markers that were different and were
related mostly to layout and color (for insights into the cross-cultural perception of
colors, see pp. 122-123). The impact of the native language grammar on the spatial
and logical UI organization was not so pronounced as we expected. Bigger differences
between the compared groups came from habits and respondents' cultural background
in general.
For the interview and analysis of the layout questions, we used a matrix with
three rows and three columns. We chose not to use the matrix used by Kress and Van
Leeuwen (2006) (2
2 matrix with a center circle), because we needed more granular
results. Although the matrix helped us with the analysis by simplifying the data, it
might have constrained the respondents by allowing them to choose only a specific
field. If we laid the matrix over the collected responses instead, we would get more
detailed results.
Given the large scope of the pilot study we were not able to run more tests on topics
where the results did not support previous research results, were not clear enough, or
promised more interesting data. In a future study, however, we would like to focus
more on those areas.
We hope our results and proposed design guidelines will benefit the international
HCI/UX design community and will contribute to a discussion on how cross-cultural
research could be enhanced by the semiotic and linguistic approach.
The results for each of the analyzed parts are summarized in the interview results
analysis section (Chapter 8). Here, we list the following verified hypotheses about
Chinese users:
×
A) Fully supported
Layout.
Given information (familiar, agreed upon) is expected on the right of the
screen.
A central composition is regarded more aesthetically pleasing than a triptych
composition.
An even number of elements is more preferred than an odd number. Ideal is
eight.
Images placed symmetrically in the middle look better than on the left or
right of the screen.
153
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