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Title:

Brand as a Basis for Cross-Cultural User Experience Design

Author:

Helkio, L., Holtta, T., Kujala, S., Nurkka, P. & T. Walsh

Abstract:

This paper presents the results of a cross-cultural study where a brand was used as a basis for user experience design of a monetary gaming site in two market areas, Sweden and Spain. Cross-cultural differences were found in how the brand was perceived. We suggest that the approach presented with the brand is a good starting point for cross-cultural user experience design and can provide input for design before the localization work is started.

Original publication:

Evers, V., Abdelnour-Nocera, J. & E. del Galdo. Designing for Global Markets 9, 106-116. 9th International Workshop on Internationalization of Products and Systems. London, UK. July 7-10, 2010.

Copyright:

© 2010 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-8-3

Availability:

proceedings available online soon - please email to proceedings@iwips.org for notification
©2018 Product & System Internationalisation, Inc.