Cosumnes River College Sacramento, California, USA Overview Quick review Hofstedes Cultural Dimensions Halls 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: Hofstedes 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 Small Limited number of characters Fewer 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 Making a voice telephone call Sending an email message Uploading multimedia content to one or more social Making a video telephone call Receiving an email message networking websites Receiving a voice telephone call Sending an email message with one or more Receiving a video telephone call attachments Translating text content from one language into Receiving an email message with one or more another Displaying a callers name attachments Translating multimedia content from one language into another Displaying a callers phone number Displaying a caller's image Connecting one or more wireless peripherals (headsets, etc.) Assisting users in dealing with their own disabilities Receiving a Call Waiting message Connecting one or more wired peripherals or those of others, including hearing, visual, Receiving a Call Waiting message along with the (headsets, etc.) reading, learning and memory disabilities callers name Receiving a Call Waiting message along with the Viewing high-quality photos (5 MP and above) Conducting secure point-of-sale/point-of-service callers phone number transactions through a telephone bill Receiving a Call Waiting message along with the Taking high-quality photos (5 MP and above) Viewing low-quality photos (less than 5 MP) Conducting secure point-of-sale/point-of-service callers image transactions through a telephone card Forwarding a voice telephone call Taking low-quality photos (less than 5 MP) Conducting secure point-of-sale/point-of-service Forwarding a voice telephone call based on certain transactions through a connected bank account criteria Playing low-quality stored video Playing high-quality stored video Determining user location using the Global Retrieving data from a device-based address book Playing low-quality streaming video Positioning System services Storing data in a device-based address book Playing high-quality streaming video Obtaining directions to other locations using Global Retrieving data from a network (cloud)-based Recording low-quality video Positioning System services address book Recording high-quality video Storing data in a network (cloud)-based address Carrying secure personal information (identification, book Playing low-quality stored audio medical and/or similar information) Playing high-quality stored audio Using biometric authentication to control device Sending an SMS message usage Playing low-quality streaming audio Conducting secure banking transactions Receiving an SMS message Playing high-quality streaming audio Sending an MMS message Recording low-quality stored audio Receiving an MMS message Conducting building-related tasks (unlocking doors, Recording high-quality stored audio switching lights, activating climate systems, activating desired music, handling security Downloading content from the Internet at high Downloading text content from one or more social systems, activating garage door, remotely speeds (5 Mbps and above) networking websites controlling and monitoring electronic devices Uploading content to the Internet at high speeds (5 Downloading multimedia content from one or more and appliances, etc.) Mbps and above) social networking websites Downloading from the Internet at lower speeds (less Uploading text content to one or more social Conducting vehicle-related tasks (remotely unlocking than 5 Mbps) networking websites doors, starting engine, etc.) Uploading to the Internet at lower speeds (less than 5 Mbps)
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 Issues Related to ICT Convergence Some cultures handle convergence better than others Cultural dimensions Other 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 usage An agent is a person who acts on behalf of another, for example, managing business, financial or contractual matters, or provides a service. Computer science-related An 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 Considerations for 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 users 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 Considerations for 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 Considerations for 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 Considerations for 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 Considerations for 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 Considerations for 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 Considerations for 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
Timekeeper Agent
Alarm Screen Calendar Clock Saver
Cultural Factors Affecting the Design of Agents
Embedded in Small Screen Portable Devices (SmartPhones, MP3 players, PDAs, etc.) Agent Design Considerations for 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). Cultures 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 designers 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/tech nology/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.)