A presentation at ICPD 2019 in in Tainan City, Taiwan by Craig Bossley
Background + Motives 林 百 貨 Objectives + Methods Workshop Process Findings Discussion Development Of Proposals to Hayashi Department Store A Case Study of Using Cross-cultural Collaboration & an Interdisciplinary Design Workshop for Education. 林彥明 Craig Bossley (PA6077034) ICID MA 1st Year Paper #25
Background + Motives Objectives + Methods Workshop Process Professor Chia-Han Yang Professor Angela Ka-Yee Leung Professor Chi-Ying Cheng → Propose “Improvements” for Hayashi Findings Tainan, Taiwan Discussion
Background + Motives Objectives + Methods Workshop Timeline 1 2 Workshop Process Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings Motives Academia and Theory ● ● Boot Camp Class Design Thinking Personal Experiences ● ● Family Gatherings Cultural Education Trips Discussion
Background + Motives Objectives + Methods Workshop Process Findings Discussion “Cultural” + “Education” Trips/Programs 2017 Wuhan Program 2018 EFL Camps 2016-18 OSU “Global Leadership” 2017 International and Diversity Fall Trip
What happened? How and Why did things happen? Were the happenings more good or bad? What can be learned? Stakeholder Survey + Interview Discourse Analysis
Background + Motives Objectives + Methods Workshop Timeline 1 2 Workshop Process Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings Workshop Session 1 @ SMU SWOT Marketing SMU Labs Innovation State of the art Give it an edge Face-to-face Commercialized Melting pot Dense Fast Pictures from the workshop itself (left) and ensuing tourism of the ICID students (right) Discussion
Background + Motives Objectives + Methods Workshop Process Workshop Session 2 @ NCKU Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings Workshop Session 2 @ NCKU Community History Empathy Conflict Culture Tourism Design Thinking Prototypes Models Presentation Good byes Slow Pictures of a pre-workshop conference and bonding (left), and final workshop closure (right) Discussion
Background + Motives Objectives + Methods Workshop Process Workshop Process + Stakeholders Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings | Organizers Motivation Better connect SMU and ICID vs. normal workshop goal of generating solutions to the problem space of a client “If there is friendship and connection, then I’d say that the workshop was a success.” Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings Findings | Client Motivation Confirming that their original ideas and changes are valid concepts vs. actively participating and shaping the solution generating “Success for the client was that the ideas presented match their original goals. Thus, Hayashi generally agreeing with students was a good outcome.” Discussion
Background + Motives Objectives + Methods Workshop Process Findings Discussion Findings | Participants Motivations ● Workshop participants had 4 main motives for joining: ○ ○ ○ ○ ● make friends of different cultures, learn about other cultures, have fun, and travel abroad. Only around half included design thinking, real-world project, or a challenge
Background + Motives Objectives + Methods Workshop Process Findings Discussion Findings | Participants Attitudes ● ● Almost all the statements were agreed upon by the workshop participants. The exception being learned/applied business thinking, design thinking didn’t help, and Hayashi should adopt the ideas.
Background + Motives Objectives + Methods Workshop Process Findings | Participants Attitudes Post-workshop Word Association ● After grouping similar words together, there were 4 general themes that emerged. Findings Discussion
Background + Motives Objectives + Methods Workshop Process Findings Discussion Discussion | Positive Stress Shawn Achor (2015) Harvard Business Review “The Right Kind of Stress Can Bond Your Team Together.” “Rather than trying to avoid stressors on individual burden, using challenge as a mechanism to be together overcome can have a positive, lasting effect on individual memory and group relationships.”
Background + Motives Objectives + Methods Workshop Process Findings Discussion Discussion | Stressors Educational Format ● Connectivism and constructivism approach ○ ○ ● Collaborative problem-solving utilizing the collective backgrounds and skills of its participants. Objective approach ○ ○ ○ ● ● Cross-cultural dissonance Standardization drilled practice learning through lecture-like absorption Open-ended Hands-off Interdisciplinary Dissonance ● “culture shock or cultural dissonance is defined as an uncomfortable sense of discord, disharmony, confusion, or conflict experienced by people in the midst of change in their cultural environment and is considered essential in increasing cultural awareness and sensitivity” (Barden & Cashwell, 2013) Education plays a heavy role in defining a person ○ ● perspectives of thinking, behavior, self-concept, etc. Multiple perspectives provide invested participants with the ability to gain leadership, confidence, and understanding of their work in the context of others
Background + Motives Objectives + Methods Workshop Process Findings Discussion Conclusion The context of real-stress and different cultures, disciplines, and locations developed mutual, symbiotic relationships between SMU and ICID with lasting benefit to both sides. Organizers ● see their schools become connected and networks developed Participants ● able to enjoy an exciting journey of collaborative challenge that was fun and teachable Client ● able to confirm their own plans for future development of the business
Background + Motives Objectives + Methods Workshop Process Findings TEMPLATE extras Discussion
Background + Motives Context Objectives + Methods Workshop Process Findings Discussion Background Personal Experiences Academia + Theory ● Language Socialization & Language Acquisition ● SBS Research & WEIRD Societies ● Different Englishes (Sociolinguistics + Sociology of language) ● Design thinking philosophy/education largely comes from a WEIRD perspective ● Code-switching ● Psych of design and visual communication ‘language’ language culture social ● Lack of universal guidelines on usability testing + UX Workplace/Industry + Practice ● Increasingly connected global communications and services ● More outsourcing and collaborating on projects ● Lack of diversity in the design industry & academia ● Design thinking often takes a lead role in many big companies and start-ups
Background + Motives Objectives + Methods Workshop Process Findings Discussion Framework evaluating Language Communication Behavior Attitudes influencing designing Psych + Cultural Factors User Experience Design Expectations Cultural Priming Usability Testing Metrics effectiveness efficiency satisfaction accessibility Methods constraints choices self-reported observational System Societal/Social Aaron Marcus Geert Hofstede (1997) Cultural Dimensions Theory PDI, IDV, MAS, UAI, LTO Features implicit Reporting Country Metrics, Effect of Digitalization+Globalization, Lack of unified UX design guidelines, Lack of metrics/methods for testing effectiveness
Background + Motives Objectives + Methods Workshop Process Findings Discussion Research Questions Psych+Culture UX Design Usability How to measure cultural differences? How are different culture’s tools designed/used? How to measure optimality of culturally-specific designs? How much does culture influence and is influenced by design? What tasks are designed/happen in different cultures? What guidelines can be created to ensure “culturally competent design”? Who+where is it designed for/ uses it? Overall Are global design trends shaped by a dominant culture or is it its own unique form of culture?
Background + Motives Objectives + Methods Methodology Literature Review 9月 Proposed Conceptual Model 2019 10月 Data Analysis Findings 12月 Data Collection primary secondary Findings Discussion How to design for cross-culture (metrics & eval methods) 11月 Cultural Experts Workshop Process International Designers Guidelines + Strategy 2020 1月 Data Analysis 2月 Content Creation Usability Experts Semi-structured interview, mass survey, online focus group (USA + TW) Articles, blogs, more literature USA + TW designers Report log of use, observation 3月 Experiment To measure effectiveness of guidelines 4月 Revisions + Results 5月 6月 Oral Exam + Thesis Revision
Background + Motives Objectives + Methods Workshop Process Findings Discussion References Psych+Culture UX Design (focused on culture) Usability ● The weirdest people in the world? [Jun 2010] J. Henrich, S. J. Heine, A. Norenzayan ● We agree it’s WEIRD, but is it WEIRD enough? [July 2010] gregdowney ● Language socialization in theory and practice [Feb 2007] S. R. Schecter, R. Bayley ● Argument in Support and Against of Hofstede Work [July 2010] A. E. Safi ● Alternative Cross-Cultural Theories: Why Still Hofstede? [Dec 2018] M. Zainuddin, I. Yasin, I. Arif, A. B. Abdul Hamid ● Building Upon Interaction Gestalt Research [2016] S.Reinhard ● Cross-Cultural UX Design (SIGGRAPH Asia 2013) [Nov 2013] Aaron Marcus ● Crosscurrents: cultural dimensions and global Web user-interface design [July 2000] Aaron Marus, E. W. Gould ● Cross-Cultural User-Experience Design (Diagrams Conference; from p.16) [June 2006] Aaron Marcus ● Cross-Cultural User Experience Design Helping Product Designers to Consider Cultural Differences [Aug 2015] F. Lachner, C. V. Saucken, F. Mueller, U. Lindemann ● Cross-Cultural Design and the Role of UX [2019] J. Shen ● Understanding Design Systems and Patterns [2018] D. G. Fitzpatrick ● Global/Intercultural User Interface Design [2007] Aaron Marcus ● Laws of UX [Feb 2018] Jon Yablonski ● Developing the Usability Testing Protocol [Dec 2017] E. Geisen & J. R. Bergstrom ● ISO/IEC 25062:2006 (INCITS 354) SQuaRE CIF for usability testing reports ● Usability of Multiple Devices for Assessment in Psychological Research: Salience of Reasons Underlying Usability [Jan 2019] D. Raccanello, M. Brodino, M. Pasini, R. Burro ● Measuring Perceived Usability: The CSUQ, SUS, and UMUX [Jan 2018] J. R. Lewis ● Tough Sell: Selling User Experience [Feb 2011] M. Vaughan ● New ISO Standards for Usability, Usability Reports and Usability Measures [2016] N. Bevan, J. Carter J. Earthy, T. Geis, S. Harker ● Development of a Comprehensive Usability Testing and Analysis Protocol for Ergonomic Product Design [Aug 2009] W. Lee, K. Jung, H. You ● Usability.gov [May 2019] US Dept of Health & Human Services ● Usability Testing Basics TechSmith ● Usability Testing in a nutshell [Aug 2018] M. Thalagala
Development Of Proposals to Hayashi Department Store: A Case Study of Using Cross-cultural Collaboration & an Interdisciplinary Design Workshop for Education.
In the context of an increasingly networked world, education must cross cultures and disciplines to impart real-world wisdom and connections. As such, this paper explores the concept of a cross-cultural, interdisciplinary design workshop as a case study of using cultural immersion, the pressure of real-world stakes, communication gaps, and background dissonance to necessitate bridging and cognitive reconstructing for success. The paper draws from both qualitative and quantitative measures including post-workshop survey, interview, and content analysis of communicative threads to supplement the primary in-the-field observation method. It examines the expectations and emotions of various stakeholders in the process, classifies their actions and reactions, and analyzes the overall effectiveness of the workshop by the varying definitions to its different stakeholders. The workshop was a success in satisfying the motivations of the organizers and participants by creating an enjoyable experience and creating connections. The effectiveness of the workshop was created from the stress and challenge of putting participants in areal-world context with minimal oversight. Participants had to work across differences together with their partners and as a result, also learned design thinking and the value of each other. Even with self-reported negative emotions, the overall response was positive and towards future participation or dissemination.
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