Similarities as Strengths in Web Design : An Alternative to Localization

This study addresses the question of how globalization affects the need for localized user interfaces. Previous research in cross-cultural design suggests that user interfaces need to be adapted to users' different cultures in order to achieve usability, effectiveness and good user experience. Based on this, the focus in previous research is on identifying differences in what people from different cultures prefer when it comes to design and information architecture. The aim of this study is to investigate whether a focus on similarities instead, can lead to useful guidelines for people who develop user interfaces for multicultural target groups. To answer this, a combination of qualitative and quantitative methods were used and a website analysis was performed to examine what similarities that could be found on user interfaces developed for two different countries. Furthermore, a card sorting experiment was carried out in order to compare the mental models of users from two different countries. The results show that there are many similarities on regional websites, developed to fit the user needs in Sweden and Saudi Arabia. The results also indicates that mental models might differ as much within a group of users with the same cultural background, as between groups of users from different countries. This raises the question of whether localization of user interfaces is necessary or not