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Markus Geissler, PhD
Professor, Computer Information Science
Cosumnes River College
Sacramento, California, USA
Overview Quick review
Hofstede’s Cultural DimensionsHall’s high- vs. low-context cultures
Defining small screen devices Cultural issues related to ICT convergence Defining software agents Agent-related considerations for small
screen devices Examples
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Quick Review:Hofstede’s Cultural Dimensions Power Distance (PDI) Individualism/Collectivism (IDV) Masculinity/Femininity (MAS) Uncertainty Avoidance (UAI) Long-Term Orientation (LTO)
Source: http://www.geert-hofstede.com
High- vs. low-context cultures (Hall, 1976)
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Defining Small Screen Devices
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Characteristics of Small Screen Devices Small screen continues to be a
requirement for portability User can see only one or two
applications at a time Keyboard issues
SmallLimited number of charactersFewer function keys
Power-related issues
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
ICT Convergence
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
ICT Convergence Multiple separate
devices are being combined into one
Objective: Make the features of the converged device as usable as when they required separate devices.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Modern SmartPhone Features
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Modern SmartPhone Features Now seriously…
SmartPhones can perform many different tasks.
Good SmartPhones can download and run many different applications.
Very good SmartPhones can perform more than one task at a time.
… if the users want that capability!
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Cultural IssuesRelated to ICT Convergence Some cultures handle convergence
better than othersCultural dimensionsOther factors
○ Age○ Gender○ Level of education○ Level of IT skill and experience
Some let agents handle convergence!
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Definitions of Agent
Common usageAn agent is a “person who acts on behalf of
another, for example, managing business, financial or contractual matters, or provides a service.”
Computer science-relatedAn agent is “an entity that performs a
specific activity in an environment of which it is aware and that can respond to changes.”○ (Sterling & Taveter, 2009)
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 1a Problem: Small screen size
Agents need to fit as much information onto the screen as practical.
Potential benefit to users“By stripping down the Web site interface to
the most basic functions, site designers can focus the user’s attention and offer relevant information without distractions.”○ (Markoff, 2008)
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 1b Solutions
Prevent less important content from being displayed.
Include user interface components for easy navigation.
Use style sheets to customize content display.○ (Jones & Marsden, 1997)
Include a “zooming facility to enlarge display beyond the physical limits of the screen”○ (Churchill & Hedberg, 2008)
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 1c Members of high-UAI cultures may not
be satisfied with seeing only part of the content.
Members of low-context cultures may desire to see more information than is possible to present.
Members of high-context cultures may not be easily able to figure out functions with which they are not familiar.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 2a Problem: Ability to only display one or
two applications at a time Solution: Allow applications to run in the
background and inform users of desired events.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 2b “Design for short contacts and task
centeredness”(Churchill & Hedberg, 2008)
Use the designated information area. Use available light and sound functions. Make notifications configurable
Members of high-LTO, high-UAI or low-MAS cultures will likely want more frequent notification.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 3 Problem: Limited input capabilities Solution: Design agents that work well
with the device capabilities.Make button functions context-sensitive.Indicate to members of high-UAI cultures
what the current button function is.Include the capability to handle voice
commands.○ Interface with voice command or touch screen
agents
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 4 Problem: Limited battery power Solution: Design agents that minimize
power usage.And further reduce it when the battery is low.Poll batch and network functions as infrequently
as practical.Design and empower intermediary agents to
handle multiple polling functions.Designers from low-PDI cultures may find it
more difficult to create agent hierarchies. Or just include a larger battery…
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Intermediary Agents
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Agent Design Considerationsfor Small Screen Devices - 5 Problem: Some elements are probably
too complex for most people, no matter what their culture.“Movable, collapsible, overlapping,
semitransparent interactive panels”○ (Churchill & Hedberg, 2008)
Solution: Keep it simple!Divide a complex application into multiple
smaller and simpler applets, if possible.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
A Possible Overarching Approach Allow users to set their own preferences
so that all enabled agents can customize the user experience and thereby provide a consistent interface for the user.Embedded agents may be able to assist
users in creating those preferences.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Example
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Summary
Cultures approach various ICTs differently
Design agents to allow users from multiple cultures
Approach the design of agents for small screen devices from the perspective of the user
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Bibliography Choi, B., Lee, I., Kim, J., & Jeon, Y.
(2005). Proceedings from CHI 2005: A Qualitative Cross-National Study of Cultural Influences on Mobile Data Service Design. Portland, OR: ACM.
Churchill, D. & Hedberg, J. (2008). Learning object design considerations for small-screen handheld devices. Computers & Education 50 (3), pp. 881-893.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Bibliography (continued) Hall, E.T. (1976). Beyond Culture, New
York: Doubleday. Hofstede, G. (2009). Geert Hofstede™
Cultural Dimensions. Retrieved February 22, 2010 from http://www.geert-hofstede.com/ .
Hofstede, G. (2001). Culture’s consequences: comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Bibliography (continued)
Hofstede, G. (1997). Cultures and Organizations: Software of the mind. New York: McGraw Hill.
Jones, M. & Marsden, G. (1997). From the large screen to the small screen - retaining the designer‘s design for effective user interaction. The Institution of Electrical Engineers. Retrieved from http://ieeexplore.ieee.org
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)
Bibliography (continued)
Markoff, J. (July 13, 2008). On a Small Screen, Just the Salient Stuff. The New York Times. Retrieved from http://www.nytimes.com/2008/07/13/technology/13stream.html
Sterling, L. & Taveter, K. (2009). The Art of Agent-Oriented Modeling. Cambridge, MA: The MIT Press.
Cultural Factors Affecting the Design of Agents Embedded in Small Screen Portable Devices
(SmartPhones, MP3 players, PDAs, etc.)