Cross-Cultural Web Design for a Rule Based Marketing Tool
(2019) MAMM01 20191Ergonomics 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:
http://lup.lub.lu.se/student-papers/record/8984744
- author
- Önnered, Annie LU and Karlsson, Erica LU
- supervisor
- organization
- course
- MAMM01 20191
- year
- 2019
- 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}}, }