Human Computer Interaction Series

Transcription

1 Human Computer Interaction Series Editors-in-chief John Karat Jean Vanderdonckt, Université Catholique de Louvain, Belgium Editorial Board Simone Barbosa, PUC-Rio, Brazil Gaëlle Calvary, LIG-University of Grenoble 1, France John Carroll, The Pennsylvania State University, USA Gilbert Cockton, Northumbria University, UK Larry Constantine, University of Madeira, Portugal Steven Feiner, Columbia University, USA Peter Forbrig, Universität Rostock, Germany Elizabeth Furtado, University of Fortaleza, Brazil Hans Gellersen, Lancaster University, UK Robert Jacob, Tufts University, USA Hilary Johnson, University of Bath, UK Gerrit Meixner, DFKI, Germany Dianne Murray, Putting People Before Computers, UK Kumiyo Nakakoji, University of Tokyo, Japan Philippe Palanque, Université Paul Sabatier, France Oscar Pastor, University of Valencia, Spain Costin Pribeanu, National Institute for Research & Development in Informatics, Romania Gerd Szwillus, Universität Paderborn, Germany Manfred Tscheligi, Center for Usability Research and Engineering, Austria Gerrit van der Veer, Vrije Universiteit Amsterdam, The Netherlands Shumin Zhai, IBM Almaden Research Center, USA Thomas Ziegert, SAP Research CEC Darmstadt, Germany

2 Human-Computer Interaction is a multidisciplinary fi eld focused on human aspects of the development of computer technology. As computer-based technology becomes increasingly pervasive - not just in developed countries, but worldwide - the need to take a human- centered approach in the design and development of this technology becomes ever more important. For roughly 30 years now, researchers and practitioners in computational and behavioral sciences have worked to identify theory and practice that in fl uences the direction of these technologies, and this diverse work makes up the fi eld of human computer interaction. Broadly speaking it includes the study of what technology might be able to do for people and how people might interact with the technology. In this series we present work which advances the science and technology of developing systems which are both effective and satisfying for people in a wide variety of contexts. The human computer interaction series will focus on theoretical perspectives (such as formal approaches drawn from a variety of behavioral sciences), practical approaches (such as the techniques for effectively integrating user needs in system development), and social issues (such as the determinants of utility, usability and acceptability). For further volumes:

3 Luciana Cardoso de Castro Salgado Carla Faria Leitão Clarisse Sieckenius de Souza A Journey Through Cultures Metaphors for Guiding the Design of Cross-Cultural Interactive Systems

4 Luciana Cardoso de Castro Salgado Department of Informatics Semiotic Engineering Research Group PUC-Rio Rio de Janeiro, Brazill Carla Faria Leitão Department of Informatics Semiotic Engineering Research Group PUC-Rio Rio de Janeiro, Brazil Clarisse Sieckenius de Souza Department of Informatics Semiotic Engineering Research Group PUC-Rio Rio de Janeiro, Brazil ISSN ISBN ISBN (ebook) DOI / Springer London Heidelberg New York Dordrecht Library of Congress Control Number: Springer-Verlag London 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, speci fi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on micro fi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied speci fi cally for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a speci fi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (

5 To Ricardo, Daniel and Rafael Luciana Cardoso de Castro Salgado To Sofia and Nelson Carla Faria Leitão To Ingrid and Altair Clarisse Sieckenius de Souza

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7 Preface This book has been written thanks to various kinds of collaboration among a number of people. The fi rst one is the collaboration among the authors themselves. Luciana Salgado and Clarisse de Souza started working together in 2005, when Luciana began her M.Sc. program under Clarisse s supervision. Carla Leitão had been working with Clarisse since 2002 and, when Luciana decided to continue her graduate studies as a Ph.D. candidate, in 2007, Carla and Clarisse supervised her research together. Carla, Clarisse and Luciana then formed a very special interdisciplinary trio that already foreshadowed the path that would eventually lead to this book. Carla is a psychologist, with a Ph.D. in Psychology and Social Construction of Subjectivity. Clarisse is a translator and linguist, with a Ph.D. in Computational Linguistics. Luciana has a degree in Information Systems and a Ph.D. in Informatics and Computing, specializing in HCI. The three of them are senior members of the Semiotic Engineering Research Group (SERG) of the Department of Informatics at the Ponti fi cal Catholic University of Rio de Janeiro (PUC-Rio). SERG is the home of Semiotic Engineering, a semiotic theory of HCI that has been gaining increased interest in recent years. This is the third book internationally published by SERG authors about Semiotic Engineering. The fi rst, with a comprehensive introduction to the theory by Clarisse de Souza, was published in 2005 ( The Semiotic Engineering of Human-Computer Interaction, MIT Press). The second, by Clarisse de Souza and Carla Leitão, focused speci fi cally on Semiotic Engineering methodology and was published in 2009 ( Semiotic Engineering Methods for Scienti fi c Research in HCI, Morgan & Claypool). The present book presents the results of Luciana Salgado s Ph.D. thesis and constitutes a major leap in the theoretical basis of Semiotic Engineering. The inclusion of the cultural dimension in the scope of our studies has given us a whole new platform to think not only about the design of cross-cultural computer systems, but also about HCI itself. We are deeply thankful to Karin Breitman, Assistant Professor in our department at PUC-Rio and Director of Publications for the Brazilian Computer Society. She is the one who encouraged us to publish Luciana s thesis as a book. She put us in contact with Beverley Ford, at Springer, whom we would also like to thank for leading this project ahead with great professionalism, always encouraging and helping vii

8 viii Preface us carry it through. The end result owes much to the excellent editorial guidance we had from Ben Bishop and his team while preparing this volume. We extend our gratitude to our colleagues at SERG, past and present, whose stimulating questions and unconditional support have brought us this far. We are also deeply grateful to all the volunteers who participated in so many experiments throughout the years of research behind this book. Additionally, we must thank our colleagues, students and staff members in the Department of Informatics at PUC-Rio for providing us the right atmosphere and the means to do our work. We are especially indebted to the sponsors of various sub-projects that contributed to the results reported in this book: the National Council for Scienti fi c and Technological Development (CNPq) and the Carlos Chagas Filho Research Foundation of the State of Rio de Janeiro (FAPERJ). Writing this book has been a major summer project for the three of us. During this time our families and friends have gotten much less of our attention than they deserve. They have loved and supported us all the same. Our dear families have been the source of our strength and inspiration to conclude this book, which we dedicate to them with all our love. Rio de Janeiro Luciana Cardoso de Castro Salgado Carla Faria Leitão Clarisse Sieckenius de Souza

9 Contents 1 Introduction On Design and HCI Design Semiotic Engineering Towards the Semiotic Engineering of Cross-Cultural Systems On the Content and Structure of This Book References Semiotic Engineering and Culture An Overview of Semiotic Engineering Theory Definitions for Culture and Their Influence on Semiotic Engineering Culture-Sensitive Interaction: How Semiotic Engineering Frames Cross-Cultural Design References Cultural Viewpoint Metaphors Cultural Viewpoint Metaphors as a Top Level Frame for Cross-Cultural HCI Design The Domestic Traveler Metaphor The Observer at a Distance Metaphor The Guided Tour Visitor Metaphor The Foreigner with Translator Metaphor The Foreigner Without Translator Metaphor References A Case Study: Re-designing the AVIS Website Step One: Cultural Viewpoint Metaphors at Design Time Detailed Results Summarized Results Step Two: Cultural Viewpoint Metaphors at Evaluation Time Detailed Results Summarized Results ix

10 x Contents 4.3 Final Analysis and Synthesis of Results Triangulation Evaluating FIFA Website with CVM Results Contrasting Findings from the Studies with AVIS and FIFA Websites References Final Discussion References

11 List of Figures Fig. 1.1 Localized Website... 5 Fig. 1.2 International Website... 6 Fig. 1.3 The general schema of metacommunication in human-computer interaction... 7 Fig. 1.4 System modules with culturally-adapted interface designs Fig. 1.5 CVM for organizing intercultural metacommunication Fig. 1.6 Sketch of alternative ICDL interface for Brazilian school Fig. 2.1 Interlocutors involved in metacommunication in HCI Fig. 2.2 The Semiotic Engineering design space Fig. 2.3 Terra Culinária website (Hamburger recipe) Fig. 2.4 Jamie Oliver website (coconut pancakes) Fig. 2.5 Allrecipes.com website (homepage) Fig. 2.6 The semiotic engineering design space including cultural diversity Fig. 3.1 Progressive cultural viewpoint metaphors Fig. 3.2 Metaphors effects while expressing design intent Fig. 3.3 The domestic traveler metaphor Fig. 3.4 Recipe.com website (Cheese Fondue recipe) Fig. 3.5 The observer at a distance metaphor Fig. 3.6 Global Gourmet website (global destinations) Fig. 3.7 Global Gourmet website (destination: Austria) Fig. 3.8 Global Gourmet website (chocolate pudding recipe) Fig. 3.9 The guided tour visitor metaphor Fig Culinary.net website (articles) Fig Culinary.net website (Parfait recipe) Fig Just Brazil website (recipes) Fig Just Brazil website (Caldeirada de Mariscos) Fig SoniaPortuguese.com website Fig The foreigner with translator metaphor Fig Brazilian recipes website xi

12 xii List of Figures Fig Brazilian recipes website (cheese bread recipe) Fig The foreigner without translator metaphor Fig Online recipe guide website Fig The amazon.com home page Fig. 4.1 Research steps Fig. 4.2 The structure of the task model for making a car reservation in the AVIS website Fig. 4.3 P1.1 s mockup guided by the foreigner with translator metaphor: Select a car webpage Fig. 4.4 P1.1 s mockup guided by the guided tour visitor metaphor: Home page Fig. 4.5 P1.1 s mockup guided by the guided tour visitor metaphor: Select a car webpage Fig. 4.6 P1.2 s mockup guided by the observer at a distance metaphor: Home page Fig. 4.7 Portion of P1.2 s mockup guided by the observer at a distance metaphor Fig. 4.8 P1.2 s mockup guided by the guided tour visitor metaphor: Home page Fig. 4.9 P1.2 s mockup guided by the guided tour visitor Fig metaphor: Select a car page P1.2 s homepage mockup guided by the foreigner with translator metaphor Fig P1.2 s handmade mockup Fig P1.2 Balsamiq mockup Fig Videos of click-through Balsamiq mockups Fig Triangulation: CVM at evaluation time Fig FIFA website in English Fig FIFA World Cup South Africa s portion of FIFA website

13 List of Tables Table 3.1 The domestic traveler metaphor effects on metacommunication Table 3.2 The observer at a distance metaphor effects on metacommunication Table 3.3 The guided tour visitor metaphor effects on metacommunication Table 3.4 The foreigner with translator metaphor effects on metacommunication Table 3.5 The foreigner without translator metaphor effects on metacommunication Table 3.6 Cultural viewpoint metaphors Table 4.1 Participants cultural background and corresponding targeted user Table 4.2 The distribution of alternatives and scenario among participants Table 5.1 Relations between five conceptual viewpoint metaphors xiii

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