Cross-Cultural Human-Computer Interaction and User Experience Design

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Preface

This book focuses on a semiotic approach in product, service, and system design, and

emphasizes the semiotic and linguistic aspects in human-computer interaction (HCI)

and user experience (UX). This work provides scientific information on the theo-

retical and practical areas of the interaction and communication design for research

experts and industry practitioners from multidisciplinary backgrounds, including in-

dustrial designers, ethnographers, human-computer interaction researchers, human

factors/usability engineers, UX/interaction designers, mobile product designers, and

vehicle system designers. This book is organized into two parts, which focus on the

following subjects:

I: Semiotics of Interaction

II: Culture of Interaction

Part I covers the theoretical background of HCI semiotics with emphasis on the

interaction elements present in the user interface, the methodology to work with them

to achieve useful insights both for design and evaluation, and the results we can obtain

compared to traditional UX methods. Moreover, it focuses on the persuasive elements

of HCI, and discusses various approaches for design and evaluation of interactive

systems. Finally, it presents a case study showing the application of semiotic analysis

to a complex set of user interfaces. Part II draws from the above theoretical approach,

and applies it to a cross-cultural study presenting a semiotic method for design and

evaluation in a different cultural background, and discusses the resulting insights,

which are then structured as guidelines for HCI/UX design for Chinese users.

This book presents a novel approach to cross-cultural HCI/UX, covers the latest

research in the field, and brings a set of tools and methods to benefit the design process

by taking a semiotic perspective. I hope this book is helpful for the researchers and

practitioners in developing more usable, useful, and appealing products, services, and

systems.

Jan Brejcha

Prague, June 2014

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