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Cross-Cultural Web Design for a Rule Based Marketing Tool

Önnered, Annie LU and Karlsson, Erica LU (2019) MAMM01 20191
Ergonomics and Aerosol Technology
Abstract
While flying today the customers will receive static advertisements on the screens placed
in front of every seat. Hence, the advertisements do not differ depending on the flight’s
duration or personal interests. Our goal was to develop a marketing tool where the
marketing team at different airlines could specify under which circumstances a certain
advertisement would be displayed onboard. The design was based on a rule building
tool, where every single advertisement is constructed as a rule with different criteria.
Furthermore, we were interested in investigating if it was possible to create a crosscultural interface in order to satisfy and meet the requirements for four different regions
around the world: Europe, Japan, the Middle... (More)
While flying today the customers will receive static advertisements on the screens placed
in front of every seat. Hence, the advertisements do not differ depending on the flight’s
duration or personal interests. Our goal was to develop a marketing tool where the
marketing team at different airlines could specify under which circumstances a certain
advertisement would be displayed onboard. The design was based on a rule building
tool, where every single advertisement is constructed as a rule with different criteria.
Furthermore, we were interested in investigating if it was possible to create a crosscultural interface in order to satisfy and meet the requirements for four different regions
around the world: Europe, Japan, the Middle East, and the United States. A literature
study was conducted to get an understanding of different cultural aspects as well as
an investigation of existing rule building tools that are available on the market. Our
prototype was iterated through five different phases which included both Low Fidelity
and High Fidelity prototyping. Each phase was tested and evaluated before further
development. Our last test session included three participants from each of the four
regions and was performed with an online service for user interface testing. Our final
conclusion was that it is possible to create a cross-cultural marketing tool since none of
the regions struggled more with our prototype and all performed the test cases with none
or minor problems. The created prototype was a web based interface with a drag and
drop approach which were familiar to the vast majority of the test users. Almost all of
the test users thought the system was intuitive and easy to use, and they could consider
using the system frequently. (Less)
Please use this url to cite or link to this publication:
author
Önnered, Annie LU and Karlsson, Erica LU
supervisor
organization
course
MAMM01 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
cross-cultural design, rule building tool, in-flight marketing, prototype, user behaviour, user centered design
language
English
id
8984744
date added to LUP
2019-06-17 15:16:02
date last changed
2019-06-17 15:16:02
@misc{8984744,
  abstract     = {{While flying today the customers will receive static advertisements on the screens placed
in front of every seat. Hence, the advertisements do not differ depending on the flight’s
duration or personal interests. Our goal was to develop a marketing tool where the
marketing team at different airlines could specify under which circumstances a certain
advertisement would be displayed onboard. The design was based on a rule building
tool, where every single advertisement is constructed as a rule with different criteria.
Furthermore, we were interested in investigating if it was possible to create a crosscultural interface in order to satisfy and meet the requirements for four different regions
around the world: Europe, Japan, the Middle East, and the United States. A literature
study was conducted to get an understanding of different cultural aspects as well as
an investigation of existing rule building tools that are available on the market. Our
prototype was iterated through five different phases which included both Low Fidelity
and High Fidelity prototyping. Each phase was tested and evaluated before further
development. Our last test session included three participants from each of the four
regions and was performed with an online service for user interface testing. Our final
conclusion was that it is possible to create a cross-cultural marketing tool since none of
the regions struggled more with our prototype and all performed the test cases with none
or minor problems. The created prototype was a web based interface with a drag and
drop approach which were familiar to the vast majority of the test users. Almost all of
the test users thought the system was intuitive and easy to use, and they could consider
using the system frequently.}},
  author       = {{Önnered, Annie and Karlsson, Erica}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Cross-Cultural Web Design for a Rule Based Marketing Tool}},
  year         = {{2019}},
}