PowerPoint Template from Talking Point Graphics Inc.

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Icon Development
based on Korean Mental Model
? ? ?
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Contents

• 1. INTRODUCTION
• 1.1. 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 BACKGROUND
• 2.1. 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

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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
Ten Function Selecting

• 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 22.72.07 yrs.) 40 men (age
23.42.71 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 24.02.50 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 icons
  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