based on Korean Mental Modelbased on Korean Mental ModelIcon DevelopmentIcon Development

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Contents

1. INTRODUCTION1.1. Motivation

1.2. Aims of the study

1.2.1. Question of the study

1.2.2. Assumptions and limitations

1.3. Summary of introduction

3. EXPERIMENTS and RESULTS

3.1. Overview of the experiments

3.2. Experiment I: Building icons

3.2.1 Selecting functions

3.2.2 Collecting Mental Metaphors

(Schemas) and building icons

3.3. Experiment II: Choosing the best icons

3.3.1. Methodology

3.3.2. Results: the best icons for each

function

3.4. Evaluating Icons according to the icon-

properties and users’ satisfactions

3.4.1. Methodology

3.4.2. Results: Analysis the result by

MDS

3.5. Summary of results

4. DISCUSSION

5. CONCLUSIONS

2. RESEARCH BACKGROUND2.1. Icon Interfaces

2.1.1. What are icons?

2.1.2. Mental model

2.1.3 Mental model and culture

2.1.4 Summary

2.2. Literature and technical research

2.2.1. Icon design processing

2.2.2. Usability test and evaluation test of icons

2.2.3. Analyzing the data (MDS)

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Introduction

1.1. Motivation -1

• World: global marketplace (del Galdo and Neilsen, 1996)

– Population stereotypes & miscommunications

– Need to “Accustomed (localized) interfaces”

• To Understand representations (icons)– Icons have matrix of meanings which depend on not only

images themselves but also contexts and users like meaning of representation

– R (Representation) means M (Meaning) in Context C (Searle, 1995)

– Representations: color, icons, symbols, and characters, etc.

Introduction (1/5) - Research and Background - Experiments and Results - Discussion - Conclusions

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Introduction

1.1. Motivation -2

• Studies of cultural differences in user perception and icon design

– Choong and Salvendy (1998)– American : alphanumeric icons– Chinese : pictorial icons

– Ito and Nakakoji (1996)– different shapes of icons in word processors between

Japanese and North American according to the cultural model

– Piamonte et al. (2001)– Different understanding telecommunication symbols between

European and American

(a part of the projects – Asia, Europe, USA)

Introduction (2/5) - Research and Background - Experiments and Results - Discussion - Conclusions

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Introduction

1.1. Motivation –3

• Koreans have their own cultural background– Few studies of Korean cultural model and Korean mental

model

– Few studies of localized design-guideline of icon for Korean users

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Introduction

1.3. Aims of the study

• Questions of study– Were there original metaphors based on Korean own

cultural backgrounds?

– Were there Korean cognitive map to preferred icons through multidimensional scaling (MDS)?

– Were local elements found through the test of preference?

• Assumptions and limitations– Undergraduate and graduate students that are 20s

– surveys and interview are performed through online

– Selected icons which were used in experiments are based in MS word (97, 2000) and Hangul 97

Introduction (4/5) - Research and Background - Experiments and Results - Discussion - Conclusions

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Introduction

1.4. Summary

• Icons are the main element of the GUIs• Well-designed icons facilitate computer performance• Icons are representations effected by culture

– Meaning of representations depends on the users’ mental processing and context

• Recent studies are performed to aim of building users’ cultural model and evaluating the icons to fit the specific culture

• More studies are needed according to Korean cultural background.

Introduction (5/5) - Research and Background - Experiments and Results - Discussion - Conclusions

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Research Background

Icon interfaces

• Icons – the objects (function or data) - metaphor images– associations or states through mapping the concept in

the mind (Byrne, 1993; Gittins, 1986)

– type, form, and color (Gittins, 1986)

Introduction - Research and Background(1/5) - Experiments and Results - Discussion - Conclusions

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Research Background

Mental Model (Norman 1983; 1986; 1988; Young 1983)

There is no denying that culture influences human-product interaction. Culture is learned behavior consisting of thoughts, feelings, and actions (Hoft, 1996)

Introduction - Research and Background(2/5) - Experiments and Results - Discussion - Conclusions

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Research Background

Mental model and culture• Cultural impact in the listening mode (Ito and Nakakoji,

1996)

– Cultural difference on representations– Cultural bias or metaphors (Hoft, 1996)

Introduction - Research and Background(3/5) - Experiments and Results - Discussion - Conclusions

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Research Background

Technical research• Horton (1994)

– Iconic language – a vocabulary: collection of elementary symbols– a grammar : forming units of vocabularies of expression – Command = Action on Object by Method (Fig.)

Introduction - Research and Background(4/5) - Experiments and Results - Discussion - Conclusions

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Research Background

Technical research• Icon-design process = system design process

– Task analysis : interview, observation, questionnaire

– Usability test : survey, experiment of performance

– Evaluation : checklists, survey– Matsey (1996), Neilsen (1993), del Galdo (1998), etc.

• Analyzing the data : Multidimensional Scaling (MDS)

Introduction - Research and Background(5/5) - Experiments and Results - Discussion - Conclusions

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Research Background

MDS analysis

Classification

Method Property

Basic

KYST (Kruskal, Young, Sheperd, Togerson)

Data mapping

INDSCAL (Individual Difference SCALing)

Data and personal difference analysis

MDPREF (Multi Dimensional PREFerence)

Data and subject mapping

Applied

PROFIT (PROperty FITting)Data and properties

mapping

PREFMAP (PREFerence MAP)Data, subjects, and preference mapping

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EXPERIMENTS and RESULTS

Process of experiment

Development icons

Experiments (Surveys) & Analysis (MDS)

Introduction - Research and Background - Experiments and Results(1/6) - Discussion - Conclusions

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Experiments and Results

Experiment I: Building icons

TenFunctionSelecting

• New document• Preview• Search• Font setting• Spelling check• Style• Table• Zoom in or out• Cut• Paste

Introduction - Research and Background - Experiments and Results(2/6) - Discussion - Conclusions

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Experiments and Results

Experiment II:Choosing the best icons

40 women (age = 22.7±2.07 yrs.) 40 men (age = 23.4±2.71 yrs.) of Korea Univ .

Introduction - Research and Background - Experiments and Results(3/6) - Discussion - Conclusions

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Experiments and Results

Experiment III:Evaluating Icons according to the icon-properties and users’ satisfactions

42 subjects (age = 24.0±2.50 yrs)

Introduction - Research and Background - Experiments and Results(4/6) - Discussion - Conclusions

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Experiments and Results

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Experiments and Results

Experiment III: (Additional)Evaluating Icons according to the icon-properties and users’ satisfactions

Introduction - Research and Background - Experiments and Results(5/6) - Discussion - Conclusions

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Experiments and Results

Summary

• New icons based on Korean users’ mental model were designed.

• The best icons of each function were selected according to preference.

• Icons were evaluated through the questionnaires which consisted of questions of properties and satisfaction.

• Through MDS analysis, the icon, properties and satisfaction were mapped on two dimensions. Also, the results were well illustrated the relation among icon, properties and satisfaction.

Introduction - Research and Background - Experiments and Results(6/6) - Discussion - Conclusions

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Discussion

New icons developed based on Korean • Spell check• Paste• Style

• Simple icons– new document

– font setting

Introduction - Research and Background - Experiments and Results - Discussion (1/3) - Conclusions

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Discussion

MDS Analysis– Koreans prefer the complex representation of icon

– Subjects were satisfied with the real object to be expressed as icons

– This condition is opposite from icon’s characteristic, which is considered significant by icon guideline (Horton, 1994)

Preference– Korean users prefer the iconic representation added

more information about function with real object

Introduction - Research and Background - Experiments and Results - Discussion (2/3) - Conclusions

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Discussion

a case study– It had been tried to discover the cultural differences of

iconic design among Asian countries, China, Japan, and Korea

– Although the schemata of functions about mailbox were different shape and color to express own cultural background, Chinese and Japanese have chosen the globalized icon

– Established icons from B product (made in Korea) are more preferred than icons from A product

– Choong and Salvendy (1993)

Introduction - Research and Background - Experiments and Results - Discussion (3/3) - Conclusions

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Conclusions

the development of icons based on cultural model • spell check, zoom in/out, paste, and search

the guideline for development of icons – Complex activity of iconic representation, Group I is able to

understand the icon and to learn the icon easily– Concrete iconic representation, Group III has designed icon

based on the real object in real world with pictographical elements (color)

– Simple representation of icon, Group IV gives the user bad satisfaction of icon represented (well-known icons only)

– Abstract iconic representation, Group V is not useful– Specialty of iconic representation is able to help to learn the

icon : However, the elements to inform special facts have to be used as real object

Introduction - Research and Background - Experiments and Results - Discussion - Conclusions