Designing a Digital Service for Users with Low Understanding of a

Designing a Digital Service for Users with Low Understanding of a

Language

A Case Study

Fredrik ¨ Ostlund

VT20

Master’s Thesis in Interaction Technology and Design, 30 credits Supervisor: Ole Norberg

Extern Supervisor: Mattias Hagbard

Examiner: Thomas Mejtoft

Abstract

During the last decades Europe has seen an increase in the number of refugees coming to the region. When arriving in a new country one faces several challenges to overcome. In Sweden, a lot of the services the government provides regarding immigration, social in- surance, and health care are digital. This can on some occasions create a situation where the user of these services can not speak or write any of the languages available in the service. This thesis aims to investigate what aspects of user experience design that could support a user completing tasks and understanding context in a digital setting even though the language might not be fully understood. By looking at the aspects of cross-cultural design, design for illiterate users, and understanding icon design, a proto- type was developed and tested on users not literate in the language used. The results showed that the users were able to complete the task given, and understand the context.

Sammanfattning

Under de senaste ˚ artionderna har Europa sett en ¨ okning n¨ ar det

kommer till antalet flyktingar som kommer till regionen. N¨ ar

en kommer till ett nytt land st˚ ar en inf¨ or olika utmaningar. I

Sverige erbjduer staten olika digitala tj¨ anster f¨ or hj¨ alp med so-

cialtj¨ anster, sjukv˚ ard och integration. Detta kan leda till situ-

ationer d¨ ar anv¨ andaren varken kan l¨ asa eller tala n˚ agot av de

tillg¨ angliga spr˚ aken i tj¨ ansten. Det h¨ ar arbetet syftar till att

unders¨ oka vilka aspekter av anv¨ andarcentrerad design som skulle

kunna hj¨ alpa en anv¨ andare att f¨ orst˚ a kontext och genomf¨ ora uppgifter

i en digital milj¨ o ¨ aven fast anv¨ andaren inte f¨ orst˚ ar spr˚ aket till

fullo. Genom att titta p˚ a aspekter som cross-cultural design, de-

sign f¨ or analfabeta anv¨ andare och unders¨ oka ikon-design har en

prototyp skapats och testats p˚ a anv¨ andare som inte kunde spr˚ aket

som anv¨ andes. Resultatet visade att anv¨ andare kunde genomf¨ ora

uppgiften de tillgavs, och f¨ orstod kontexten.

Contents

1 Introduction 2

1.1 Problem Background 3

1.2 Objective 3

1.3 Limitations 3

1.4 Hypothesis 4

2 Background 5

2.1 Humblebee 5

2.1.1 HIVE 5

2.1.2 Case study description 6

2.2 User Experience 6

2.3 Information design 6

3 Method 8

3.1 Empathise 9

3.1.1 Literature Study 9

3.1.2 User Research 10

3.2 Define 10

3.2.1 Persona 10

3.2.2 Design Challenge 10

3.3 Ideate 10

3.4 Prototype 11

3.4.1 Low-Fidelity 12

3.4.2 High-Fidelity 12

3.5 Test 12

3.5.1 Test Case 13

3.5.2 Test Participants 13

4 Theoretical Framework 15

4.1 Icon design 15

4.2 Cross-cultural design 15

4.2.1 Challenges in cross-cultural design 16

4.2.2 Designing in a cross-cultural setting 17

4.3 Universal design 17

4.4 Communication 17

4.4.1 Handling illiteracy in communication 18

4.4.2 Second Language Communication Strategies 18

4.5 Designing for Illiterate Users 19

4.5.1 Presenting information to illiterate users 19

4.5.2 Design guidelines 20

5 Related Works 22

6 Results 23

6.1 Understanding 23

6.1.1 User Research 23

6.1.2 Takes From Literature Study 23

6.1.3 Persona 23

6.2 Exploring 25

6.2.1 Low-Fidelity 25

6.2.2 High-Fidelity 25

6.3 Materialising 28

6.3.1 User testing 28

7 Design choices 29

7.1 Icons 29

7.2 Layout 29

7.3 Interaction 29

7.4 Text 30

8 Discussion 31

8.1 Result Discussion 31

8.2 Methodology Discussion 31

8.2.1 Research methodology 31

8.2.2 Testing methodology 32

9 Conclusion 34

9.1 Future Work 34

10 Acknowledgements 35

1 Introduction

During the last decades the world has become more and more global. Today we are connected in many different ways across the globe, and people are moving to new countries because of love, family, and conflicts among other things. Due to conflicts around the world, Europe is one of the regions that has seen an increase in refugees in the last number of years. In 2015, Sweden had its highest number of asylum seekers ever, leading to the highest number of immigrants in the following year. In Sweden, an asylum seeker is counted as an immigrant once he or she has received a residence permit. In 2018, people from Syria were the largest group of immigrants to Sweden ¹ . Coming to a new country with a different culture and language from what one is used to creates several challenges. Housing, finance, work, education, family, and language is just a few of the challenges one must face when integrating into a new country. To be able to integrate successfully one must overcome several of these challenges. It has been found that one of the key factors for immigrants to be able to integrate successfully into a new country and its society is language acquisition [1]. The Swedish government is providing language education to immigrants through ”Swedish for immigrants”(SFI) ² which purpose is to help immigrants establish themselves faster in the Swedish society.

Apart from the education provided by the government, it exists different kind of digital tools which aims to help the user to learn a new language, one example being Duolingo ³ . Duolingo uses gamification [2] as a tool to help to learn a new language to become more immersive for the user. As a refugee or immigrant, however, one might not be familiar with using such tools. In today’s society the smartphone plays a central role, and most of us use our smartphone several times during the day for different purposes and to complete different tasks. In fact, in Sweden 90% of the population uses their phone to access the internet ⁴ . Even though the vast majority of the population uses their phone to access the internet, everyone might not be able to use the essential mobile services used to access public transport, banking, etc. This could be due to a lack of understanding of the Swedish language, or the lack of experience with new technology. What could be done in terms of design and development to help these users both understand and be comfortable enough to use these services? This thesis aims to understand and investigate what aspects of user experience design that might help the user understand context and tasks in an application even though the language might not be understood fully.

1

https://www.scb.se/hitta-statistik/sverige-i-siffror/manniskorna-i-sverige/invandring-till- sverige/ (Accessed 2020-02-06)

2

https://www.skolverket.se/undervisning/vuxenutbildningen/komvux-svenska-for-invandrare- sfi/ (Accessed 2020-02-25)

3

https://www.duolingo.com

4

Internetstiftelsen, Svenskarna och Internet 2019, https://svenskarnaochinternet.se/rapporter/svenskarna-

och-internet-2019/, (2020-03-25)

1.1 Problem Background

As explained above, most Swedes use their smartphone every day to complete a number of tasks. If a person for some reason is not able to use a smartphone , it can be tough to be a part of the society we see today. If a person has come to Sweden from a different country, he or she might need to use Swedish digital services or tools to complete different every day tasks. If that person is not proficient in the Swedish language, it can become quite hard to complete these tasks since a lot of digital tools mainly provide information in form of text. Could these users be helped by adapting the design of these applications so they can function even though the user is not proficient in the language in question? If so, these users could better navigate in the society, and complete the tasks that users who speak the language well can.

1.2 Objective

The objective of this Master Thesis is to investigate and analyse how user experience design in a digital product could minimise a language gap for people that are new to the Swedish society.

1.3 Limitations

Some limitations have been defined to this thesis project to narrow down the scope.

Target group This thesis project will aim to target newly arrived women in Sweden living in the outer areas of Gothenburg. The focus will be on women originating from the middle east, in the ages of 18-35 years old.

Case The case will be limited to see if members from the target group can un- derstand context and complete simple tasks in an application. The designed application will not be complex due to the scope of the project. The designed prototype will be of a flow where the user is to book a doctors appointment for a specific symptom, and choose whether to meet in person or through a voice or video call.

Testing The testing of the application will be made through qualitative testing of prototypes. Since there is no coding competence available to utilize, the appli- cation will not be fully implemented in a digital environment.

General The result of the investigation will work as a general guide of how one can

use user experience design to minimise a language gap rather than going into

specific design details. Therefore it should be seen as support when designing

in a cross-cultural setting.

1.4 Hypothesis

The hypothesis for this investigation is that by the use of user experience design,

icon design, and cross-cultural design users can understand context and complete

simple tasks in an application regardless of language abilities.

2 Background

This chapter will inform the reader about parts related to the thesis project, and general information about the company Humblebee and the case that will be inves- tigated in collaboration with them.

2.1 Humblebee

Humblebee is a digital product and service studio based in Gothenburg, Sweden.

Humblebee was founded in 2012 and are a part of Vinngroup ¹ . They create great services for companies like Volvo Group, Hultafors Group, Molnlycke, Polestar and Stena Metall. Humblebee evolves around a few common values. These are

• Diversity: Believing that diversity means different opinions leading to a better atmosphere and fostering creativity.

• Equality: Everyone’s opinions is of equal importance at Humblebee and ev- eryone has the opportunity to develop.

• Respect: Working in collaborative teams and respecting colleagues and part- ners at all times.

• Co-creation: Believing that co-creation is the key to success. Humblebee puts the right experts in a room and great things happen.

• Speed: Humblebee knows speed to get services launched is a differentiator for smart companies and brings competetive advantage.

• No bullsh*t: Always aiming to build what’s needed, not always what’s asked for.

Through these values, Humblebee harness technology to jumpstart growth, speed- up time to market and foster innovation ² .

This Master Thesis will be written in collaboration with Humblebee at their office in Gothenburg.

2.1.1 HIVE

HIVE is a student-driven lab at Humblebee, where students with different compe-

tencies get together and solve a real problem. This Master Thesis is written in

parallel with the HIVE project running during the spring of 2020.

2.1.2 Case study description

Through HIVE, Humblebee has partnered with the organisation ”Tidigt F¨ or¨ aldrast¨ od ³ ” which helps newly arrived women to Sweden that either is, or are becoming a mother with everything from being a support in the maternity care to contact with author- ities. During the spring of 2020, five students in the HIVE team will develop a digital product that is supposed to help these women. This master thesis is written in parallel with the HIVE project, which means that the target group and user re- search are shared. The case study aims to investigate how user experience design can be used to help users understand the context and simple tasks in an application regardless of language abilities.

Through the HIVE project, some research has been made regarding the target group of this thesis project. The research finds that the members of the target group see being able to talk the Swedish language as the number one aspect to be able to become a part of the Swedish society. The members, and persons that work with integration and meet a lot of these women, mention that to be able to truly develop in one’s language, physical meetings need to occur where one can talk Swedish. If this aspect is not fulfilled, the learning of a new language will become harder.

2.2 User Experience

Norman and Nielsen [3] defines User Experience(UX) as:

”The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far

beyond giving customers what they say they want, or providing checklist features.

In order to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.”

Hassenzahl [4] explains user experience design so that it stands for technology that suggests meaningful, engaging, valuable, and aesthetically pleasing experiences. The shift from thinking communication experiences instead of mobile devices is a shift towards working with user experience design, and it opens up a huge design space for possible devices to unfold from.

2.3 Information design

According to Sless, information designers create and manage the relationship be- tween people and information so that the information is accessible and usable by people, and they provide evidence that the information is accessible and usable to an agreed high standard [5]. The main goal of information design is clarity of communi- cation. By accurately designing, producing, and distributing a message, a designer can fulfil this goal. In the end, the message should be interpreted and understood by members of the intended audience. These processes in information design are

3

https://tidigtforaldrastod.se

guided by principles, which are performed with the help of tools and influenced by

the social context in a specific situation [6].

3 Method

This section will present the chosen method for investigating current research and developing a design proposal for the given case.

This thesis has used the process of design thinking to produce a design proposal.

The concept of design thinking does not come with a distinct definition. The concept is used in lots of different situations, both theoretical and practical. Tom Kelley writes about IDEO’s way of working with design. Through his literature, we get a view of how the company works with lessons in creativity and their design practice meaning that everyone can work with design if one follows the practices of their models [7].

For this thesis, the process which Gibbons [8] describes has been used. She de- scribes the process as an overall flow of understanding, exploring, and materialising, see figure 1. These three phases can be split up into the following phases:

Empathise In the first part of the process the objective is to understand the users in terms of what they do, how they think, and what they want. This includes both physical and emotional needs.

Define In the define phase the research made in the previous section is combined to get an understanding of where the users’ problems exist. The goal is to define the challenges that lie ahead.

Ideate The ideate phase is where the idea generation takes place, based on the knowledge from previous parts of the process. The aim is to generate a wide range of solutions to the identified problems.

Prototype The intention of the prototype phase is to get answers to what will create a good solution and what will not. This is done by iteratively generating design proposals starting with low-fidelity prototypes and ending up with high- fidelity prototypes that are as close to the solution as possible.

Test The testing phase means to return to the users to get feedback. Questions to get answers to are ”Does the solution meet the users’ needs? ” and ”Has it improved how they feel and think?”. This phase is also an iterative process going back and forth to the prototype phase.

Implement In the implementation phase the solution will come to life and end up

as a real product that the users can use.

Figure 1: Visualisation of the design thinking framework based on [8]

Below it will be explained what has been done in all of these phases throughout the project.

3.1 Empathise

This section explains what has been done in the empathise part of the design process.

3.1.1 Literature Study

The first phase in this study was to gain information and knowledge from existing literature and previous work in the field. To achieve this an extensive literature study was conducted. The study aimed to find information about what aspects to take into consideration when designing in a cross-cultural setting and what specific types of tools or methods that could be used. The target group has high written literacy in some language, but for the most part their Swedish writing and reading skills are not so developed. Therefore research has been made into the aspect of de- signing for illiterate users. Several relevant articles, books, and reports were found in the areas of user experience design, designing icons for digital products, designing for illiterate users, and cultural aspects of design. This was accomplished by using sources as the Ume˚ a University library ¹ and Google Scholar ² . To find relevant information searches was done with phrases such as ”cross-cultural design”, ”lan- guage design”, ”designing icons”, ”understand context UX”, ”design illiteracy”, and

”culture interaction”. The literature study resulted in the theoretical framework, see chapter 4.

1

https://www.umu.se/bibliotek/

2

https://scholar.google.com

3.1.2 User Research

To get a deeper understanding of the users a user research phase was performed. The overall goal of this research was to understand what pain points and experiences with digital services the user might experience. The research was done by investigating the previous work the team at HIVE, explained in section 2.1.1 had done. The team had made interviews with women in the ages between 18-35 years old about their life in Sweden and how they are using digital services. The interviews were made both in a group and one to one.

Furthermore, experts within the field had been interviewed. This included persons that have been working with helping women establish in Swedish society through different initiatives focusing on language acquisition, cultural fit, and much more. The purpose of these interviews was to get an understanding of their expe- riences working with services and projects which will be used by women who have newly arrived to Sweden.

3.2 Define

During the define phase, the goal was to define the design challenge rising from the research findings from the previous phase. The data from the empathise phase were analysed and clustered to be able to present them as insights. The insights provided knowledge about the users’ needs, wants, challenges, and opportunities. This was boiled down into a persona.

3.2.1 Persona

To set a specific target group for the design to be evolved around, a persona was created. This was done by analysing the research done in the empathise phase, specifically looking into the most common background, living situation, and digital experience. Personas are a good tool to use in the design process since it offers a fictional character that still is realistic [9].

3.2.2 Design Challenge

After creating a persona, all theories gained in the literature study were collected into a theoretical framework that was used to create a design that fulfills the needs of the target group.

To investigate if the theories gained could be applied properly in a designed prototype, a context was to be decided. The prototype to test was a service where the user would be able to book an appointment with a doctor. This was chosen because it is a limited scope, and something the target group could find beneficial.

3.3 Ideate

Based on the knowledge gained from the previous step, the objective of the ideate

phase was to generate ideas that would solve the problems defined in the define

phase.

Figure 2: Early sketch of persona using pen and paper

When generating ideas in this process, the aim was to generate as many ideas as possible, preferably ideas that are quite differentiated from each other [8]. In order to achieve this, a set of association cards from the company Pollen ³ were used to inspire the mind to be more creative and able to come up with a set of more differentiated ideas, see figure 3.

3.4 Prototype

When a better understanding of how the users behave and think, and how one might use design to overcome language disabilities, the solution could be designed.

To present the design two different prototypes were created; low-fidelity and high- fidelity. Prototypes are often used as a tool in the design process to simulate the finished product in order to examine how the content, aesthetics, and interaction affects the user. Both low-fidelity prototypes and high-fidelity prototypes are a good way to find usability problems early in the development process [10].

3

https://www.pollenideas.com

Figure 3: Examples of association cards from the company Pollen.

3.4.1 Low-Fidelity

To be able to visualise the ideas generated in the ideate phase, simple low-fidelity sketches were created using pen and paper. These sketches were used as a ground to choose which ideas that could work best in the high-fidelity prototype. Since the low-fidelity sketches only served as a foundation for ideas and visualisation, no user tests were performed using these prototypes.

3.4.2 High-Fidelity

To be able to investigate the ideas created in the previous steps, a high-fidelity pro- totype was created. This prototype contained graphical user interface (UI) elements and interaction schemas. This to be able to test the prototype in a setting as similar to a real usage situation as possible. Both the design and interaction schema of the prototype was created in Figma ⁴ , which is an online tool for creating interactive graphical user interfaces. This prototype was then used in the user test.

3.5 Test

The last phase in the chosen design process was to test the design on users. This was made with the purpose of getting a better understanding of how the users are able to understand the elements of the design, and also investigate the usability of the prototype as described by Nielsen [11]. By testing prototypes in the design process, flaws and usability issues can be found at an early stage [10]. The testing was conducted by doing a qualitative testing session with five users. By doing

4

https://www.figma.com

qualitative user tests with five users, Nielsen claims that most usability issues can be found [12].

3.5.1 Test Case

The test was conducted by giving the tester an instruction on what to do. The tester was supposed to book a time with a doctor for help with stomach problems, and wanting to meet the doctor in person instead of choosing to have a voice or video call. Apart from the instruction, the user was given free hands with the prototype, and asked to think aloud to better be able to find usability issues in the prototype.

By observing what the user do, and not direct their attention to a specific part of the screen, usability issues can be found without having influenced the user [11].

After the test, the testers were asked questions about how they interpreted each step of the application in order to understand which parts of the application that performs well, and which that do not. The test was conducted remotely by using Google Meet ⁵ . The prototype was shown by sharing the screen in the video call and letting the tester talk about where he or she would like to press if they had their prototype in their hands.

Due to the covid-19 ⁶ situation during the spring of 2020 making it harder to find users for testing that has a limited knowledge of the Swedish language, the prototype was tested with German copy instead of Swedish. This was done with the hope to achieve the same type of situation where the user does not understand the language well. German was chosen since, as Swedish, it is a Germanic language [13].

3.5.2 Test Participants

The user testing was conducted on people with different backgrounds. In order to discuss how the result could be applied to the target group the testers were asked a number of questions about their background. A summary of their background is presented below.

• All five test participants were women.

• The age span of the test participants were between 27-41, with a mean of 35,2, and a median of 38.

• All women were born outside of Sweden. Time in Sweden spanned between 5 months to 27 years. The mean was 12,5 and the median was 8.

• Two of the test participants were at the time of the test studying, one worked as a UX designer, one as an accounting consultant and one with administration.

• All test participants used a computer and smartphone on a daily basis in their work or studies. They also used their smartphone or other digital tools extensively outside of their work, meaning that all participants had a solid technical experience.

• Examples of services used on their smartphone in their everyday lives were

Facetime, shopping applications, and entertainment services such as Netflix

and Youtube.

4 Theoretical Framework

This section presents a theoretical framework that is based on an extensive literature study in the areas of icon design, cross-cultural design, design for illiterate users, and design thinking. The framework will present information and areas that need to be considered when designing in a cross-cultural setting.

4.1 Icon design

Since this project aims to develop a design for users with a limited understanding of a specific language, icon design is an important part of the user interface. When designing icons for graphical user interfaces (GUI), there are some criteria to meet.

According to Huang et al. the most important of these are styling, message quality, meaningfulness, locatability, and metaphor [14]. Easterby described five characteris- tics of a good icon by using the concept of ”figural goodness” in Gestalt psychology.

These are closure, continuity, symmetry, simplicity, and unity [15].

The new liberal art of design thinking points toward the impossibility of rigid boundaries between industrial design, engineering, and marketing. Furthermore, it points toward the fact that what one might call ”impossible”, actually just be a limitation of imagination that can be overruled by better design thinking [16].

Designing icons can be done in may ways, one can use icons only, or the combi- nation of label and icon. Both in terms of ease of use, and performance it is best to provide the user with a combination of icon and label [17].

McDougall et al. [18] have explored the effects of icon characteristics on user performance, in terms of concreteness, complexity, and distinctiveness. When it comes to concrete icons, they are likely to be most useful in situations when icon learning needs to occur quickly or instantly (e.g., in public transport). They are also likely to be more effective when icons are not seen frequently (e.g., emergency warnings). The effect icons complexity concerns the time a user takes to search a display and act accordingly. Because of this, simple icons are most likely more effective in a time-critical setting. It should be prioritised in situations where the speed of response is critical. By creating distinctive icons, the user can respond more quickly.

4.2 Cross-cultural design

When designing something that is to be used by someone from a different country

reactions are more likely in certain cultures than in other ones, based on differences between the basic values of the members of different cultures. Heimg¨ artner [20]

compares three groups from different cultures and can conclude that their interac- tion pattern differs significantly between each other. Pfeil et al. [21] draws the same conclusions, that we act based on our cultures online, from a similar study.

4.2.1 Challenges in cross-cultural design

As a designer, one must be aware of the differences mentioned above and act ac- cordingly to the challenges they bring. According to Kamppuri [22, p 174-175], the main challenges of cross-cultural design are:

Ideas of culture When working with cross-cultural design, the theories and meth- ods used are based on particular ideas about culture. These ideas must be made explicit to be able to evaluate their benefits and weaknesses for the intended purpose.

Values and worth Meaning that the design process should be based on an un- derstanding of the positive and negative value of technology as seen by the users.

Users and designers might not always agree on what is worthwhile not only due to individual differences but also because of cultural aspects. This gives the risk of ethnocentric thinking, which is evaluating others against the standards of one’s own culture.

Wider context of use When designing for intracultural contexts, designers usually share knowledge about the wider context of use at the level of society. In cross- cultural settings, a designer might face challenges since this shared knowledge might be missing.

Wider context of design The lack of knowledge, experience, and information about the wider context also affects the design process. A designer also needs to possess an understanding of cross-cultural communication to be able to communicate with users.

Design theories and methods as cultural products The theories and methods that are used today have been developed in a setting or context that is different from the cross-cultural design setting of today. Therefore, a designer must be critical and open-minded about improvising to come up with new design techniques that better could suit the local setting.

Furthermore, Kamppuri [22, p 64-67] mentions the problem with generalisation as a challenge in cross-cultural design. This means that one must be aware of cultural assumptions, such as treating national culture as a single variable that determines whether or not a specific technique will work or not. This does not take into account cultural variety inside a country and the situational factors. Kamppuri further discusses how usability attributes depend strongly on the context of use.

Some usability attributes can be highly relevant in one culture, while not mattering in another culture, instead, other aspects of use then become more relevant.

Bourges et al. [23] have found several challenges in cross-cultural design. The first one being that understanding representations is a common usability problem.

Differences in values, language, and taste are seen as representational differences between cultures. The understandability of a representation affects its learnability.

If the meaning of a representation is specific to a culture, it is not suitable for a

heterogeneous user group. Understandability and learnability also might influence

the users’ preferences. Bourgees et al. [23] also finds that users favour systems that they understand better, regardless of their native language, over systems that have been translated into their native language.

4.2.2 Designing in a cross-cultural setting

If we consider computers as of today not being able to possess empathy, we must as designers be able to immerse ourselves in the cultural domains, user groups, and context to be able to extract the relevant requirements for the design of the interaction. However, one must be conscious of the challenges of empathy. When working with cross-cultural design, it is still clear that for the communication to be successful, both parties must be open and through that use certain empathic skills [24].

When doing usability think-aloud sessions for testing interaction in a cross- cultural setting, there is a rich non-verbal component of communication in the form of gesture-clusters and body movements [25]. As a designer, it is a valuable input in a user testing session to include gestures from the user.

4.3 Universal design

The Center for Universal Design at North Carolina State University has developed a set of design principles for universal design, presented by Story [26]. Some of these principles can be useful in this project. Their third principle is simple and intuitive use with guidelines to eliminate unnecessary complexity, accommodate a wide range of literacy and language skills, and provide effective prompting and feedback during and after task completion. Principle four is perceptible information which comes with the guidelines to use different modes to for redundant presentation of essential information (e.g. pictorial, verbal, and tactile), maximise legibility of essential information, differentiate elements in ways that can be described (i.e., make it easy to give instructions or directions. The fifth principle is tolerance for error.

This means to arrange elements to minimise hazards and errors by making the most used elements most accessible and vice versa, and lastly, provide fail-safe features.

The principles of universal design have successfully been implemented in different educational settings, proving their validity [27][28]. When using the principles of universal design, it is still important to think about the main goal which is to support all users, and not only focus on the users who might have some form of disability or difficulty to cope with the technology [28].

4.4 Communication

Communication is used in many different situations in our everyday lives. When

designing a digital product that is to be used by a person that does not speak the

language in the region one must have an understanding of what communication

actually is, and how it can be divided.

is used to create and maintain social relationships. Furthermore, he talks about language as a marker of one’s identity, and the use of it is an act of social identity in that it encodes how the speaker is presenting him/herself in a particular interaction.

4.4.1 Handling illiteracy in communication

When designing for people that are new to the Swedish language, comparisons can be made with illiterate people. Harrison-Walker [30] implies four practical implications for direct mail marketers to be able to reach all potential customers. These are:

• Focus on how the receiving audience will use the product, rather than detailing product/service benefits.

• Use someone who is not connected to the organisation or product for proof- reading the copy in terms of clarity, accuracy, and comprehension.

• The organisation should be pretested on a sample of the target audience to be able to match the reading level of the piece that can be matched to the capabilities of the potential customers.

• Various options for channels used for marketing should be evaluated, to meet as many potential customers as possible.

By using these implications when designing for the target audience, we raise our chances of the design being understood.

According to Chipcase, we can use audio as a way to help people that are illiterate to use a mobile phone, by letting them speak in their textual input or having the app or service reading out loud what the text means on a given screen [31].

4.4.2 Second Language Communication Strategies

Tarone phrased a number of communication strategies for second language in 1980 (as cited in [32] by Tarone herself, as well as in [33], [34] ). Some of these are:

• Approximation - the use of a single vocabulary item or structure, which the language learner knows is not correct, but which shares enough semantic fea- tures in common with the desired item to make sure to be understood (e.g.

pipe for waterpipe).

• Word coinage - means that the language learner makes up a new word in order to communicate the desired concept (e.g. airball for balloon).

• Circumlocution - describing the characteristics or elements of the thought of object or action instead of using the appropriate term or structure in the target language.

By being aware of how people are communicating in a second language, we can use

similar approaches when designing user interfaces for the same type of situations.

4.5 Designing for Illiterate Users

Since a lot of graphical user interfaces contain a lot of text, there are some special considerations to have in mind when designing for a user group not proficient in the current language. We can learn from the case study made by Lalji and Good [35], and use some of their key lessons learned in this paper. Some of these are:

• Step-by-step instructions are preferred and proved to be more effective than a generic help button. If language is used, the choice of words or phrasing must be given plenty of thought.

• Lists were more effective and understandable than hierarchical structures in menus.

• The use of symbols must be done carefully since they might have different meanings in different cultures. The proximity of similar colours may also affect the user’s ability to navigate.

• It is of high importance to take into consideration the wider context of use when designing.

By using a user-centered design process we increase our chances that the product will be enjoyable and that the thought of the user will actually use it. This process is all the more important when designing for non-traditional users [35].

Medhi et al. [36] has made a study and provides us with some guidelines when designing for illiterate users. The first guideline is to avoid text as much as possible.

Numbers are usually understood. Secondly, they suggest to use semi-abstracted graphics and increase photorealism with deeper interaction. This means that photo- realistic graphics worked better than complex abstract graphics. The third guideline is to pay attention to subtle graphical cues, which means that a user’s response may depend on biases such as psychological, cultural, or religious ones. One specific detail is the need to display motion in an illustration. Next is to provide voice feedback for all functional units. The last guideline given by Medhi et al. [36] is to provide the user with a ”help” button on all screens, which will give the user instructions for the app to be more autonomously used. When designing for illiterate users, interfaces that use speech and dialogue interaction, display non-linguistic graphics, adapt to the literacy level of the user and accept input by microphone are well-suited to the domain [37].

4.5.1 Presenting information to illiterate users

For illiterate users, one can use many tools to present information. Using voice

annotation generally helps in the speed of comprehension, while bimodal audio-visual

information can be confusing. Furthermore, richer information is not necessarily

easier to understand. Lastly, the relative value of dynamic imagery versus static

depends on various factors [38]. Non-literate and semi-literate users can complete

tasks better with a rich multimedia user interface compared to a spoken dialog

system, however, the speed of completion is faster and less assistance is needed in a

4.5.2 Design guidelines

When designing for a heterogeneous user group, we can take a look at different standards for accessibility to secure a design that increases the chance that all can use it. The World Wide Web Consortium has created web accessibility guidelines, where guidelines regarding language will be applied to this project. This includes the success criterion 3.1.5 Reading Level which states that a text which requires reading ability more advanced than lower secondary education level, should be available in a simplified version [40]. Through designing a questionnaire for low-literate users, Cremers et al. [41] have created a number of guidelines together with users which can be applied to this project. The most important ones are:

• Information overload Means to avoid users feeling overwhelmed with infor- mation.

• Simple language Use simple language and short sentences.

• Pictures and icons Use pictures and recognizable icons to enhance compre- hensibility.

• Concrete Illustrations should be as concrete as possible.

• Consistent All illustrations should have the same look.

• Photographs better than illustrations If possible, use photographs in- stead of illustrations.

• Consistent screen layout Each screen should be recognizable, looking as similar to each other as possible.

• Clearly recognisable buttons Buttons should be recognisable and big enough to be clearly seen on a screen. If possible, the form of a button should sym- bolise its function.

• Feedback Once a button is activated, it should be accentuated.

• Relaxed atmosphere Make sure people are comfortable, by creating an at- mosphere where there is no pressure.

After developing and evaluating an intercultural design concept, Schreick et al. [42]

derived design principles for a user group with a diverse background. As previously

mentioned in this report [17], it is preferred when using icons that they are displayed

in combination with text. The icon itself should also be validated across cultures to

reduce the risk of it having diverse associations. Furthermore, an intuitive structure

of information is indispensable. Derived from their results, they recommend that the

overall information should be clustered hierarchically to ease navigation. In combi-

nation with the structure, the 3-Click-Rule should be fulfilled, i.e. users should be

able to find the sought-after information within three clicks starting from launching

the application. In terms of usability, common interaction patterns such as scrolling

or swiping should be used. By involving the users in the design process, Cremers et

al. [43] have formulated some design guidelines for ATM user interfaces suitable for

illiterate persons. Some of these can be applied to this project. Regarding text, the

recommendation is to use foreground-background contrasts as well as using a simple

language and placing text close to the associated button. When using icons, they

should be used in addition to text, as previously mentioned in this paper, and they

should be concrete. Icons should also show how to do things, preferably by using

animation. When it comes to navigation, the number of menu options should be

small, buttons should have a label or color, effects of choices should be made clear,

and the user should be able to control the pace of the interaction by inserting pauses

when wanted.

5 Related Works

Schreick et al. have developed some design principles for mobile applications that transmit local information to refugees with different cultural backgrounds [42]. These design principles can be used in this study to understand the cultural difference of users. Bodner and MacKenzie find that by using animated icons to represent com- plex tasks, the user can more often identify which task is represented than if the icon is static [44]. Smith et al. have developed a process model for developing usable cross-cultural websites. Their conclusions most relevant to this paper are that semi- otic we cannot assume that western methodologies and techniques for user-centered design and participation can be used in other cultures without adaptation. Further- more, they find that semiotic attractors can successfully be used both to audit sites for indigenous user requirements and to identify potential design solutions [45].

Several studies have been made comparing how users from different cultures in- teract with computers. Choong and Salvendy have made a study which investigates the differences between American and Chinese users and finds differences regarding performance time by letting the users try an application both with pictorial and alphanumerical mode [46].

Walsh et al. [47] have made a UX evaluation of a smartphone among different

cultures, to be able to see any differences. What they mention is that by using

Hofstede’s [19] cultural dimensions they could understand differences in how users

evaluated the smartphone. They also mention that to truly understand the user and

how they experience the evaluation, interviews face to face is preferred. By using

these insights, this thesis can benefit from doing interviews with users, rather than

providing them with an online survey.

6 Results

The following chapter will present the results of this thesis project. It includes the main parts of the design process which are understanding, exploring, and material- ising.

6.1 Understanding

Below the results from the understanding phase of the design process will be pre- sented.

6.1.1 User Research

Through the case study explained in section 2.1.2, a broader understanding of the targeted user group was achieved. From the case study, it was learned that the targeted users need digital products that provide help in everyday life and that they should be able to be used regardless of language abilities. The users have a need and are motivated to use digital services, but sometimes lack the language abilities or cultural understanding to do so. Some key points from the research are:

• There is a need for a cultural understanding when designing a product (e.g.

not everyone is used to navigate with a map in their phone).

• The language must be simple to understand and read.

• The use of icons is preferred to help the user understand written text.

• The technology must be simple, and not feel complicated to use.

The insights gained from the user research were used to better understand what type of literature research was needed to fulfill the needs of the users.

6.1.2 Takes From Literature Study

The literature study gained insight into what areas and aspects of a design that is relevant and needed when designing both in a cross-cultural setting but also to design for users that are not proficient in a certain language. The literature study resulted in a number of design guidelines used in the design (see section 6.2.2 below).

6.1.3 Persona

children in a two-room apartment. She has studied SFI for two months but is currently on maternity leave. She has a relatively good technical experience, but with a lack of knowledge in the Swedish language. This is causing her to experience issues using some of the digital services in everyday life in Sweden such as applications for public transport, banking, job search, etc.

Figure 4: Visualisation and information about the persona created

The key aspects of the persona are:

• She is used to technical devices such as a smartphone but can have a hard time understanding the user interface in a new language.

• The lack of knowledge of the language is the primary barrier to be able to use different digital services.

• She has acquired a basic knowledge of the Swedish language through SFI.

• The majority of her friends have the same mother tongue as her, meaning that she is struggling with learning Swedish since there is a lack of situations to use the language in.

The persona was used as a foundation in the design to design a product that is

culturally suitable for the target group.

6.2 Exploring

Below the results from the exploring phase will be presented, ideate and prototyping that is.

6.2.1 Low-Fidelity

By using the association cards described in the method, several quick and rough sketches were produced. In figure 5, several different versions for the doctor booking app is displayed. The sketches display the different steps that the user needs to take to book a time. The session resulted in several different structures of the flow and how to order information on each screen. Each of the sketches resulted in a flow where the user only focuses on one thing on every screen. Furthermore, different types of customisation features to the booking emerged, such as choosing a day for the meeting, a preferred way of contact, visualisation of symptoms, and different ways of available inputs for the user. These sketches were analysed and combined into the high-fidelity prototype presented below.

Figure 5: Sketches on paper of the booking prototype

6.2.2 High-Fidelity

The high-fidelity prototype resulted in a prototype that displayed the flow of a user

that is supposed to book a time with a doctor, either remotely or in person. The user

must first enter the app by choosing ”book an appointment”. Then the user is asked

to choose from a number of categories of symptoms, which one that suits him/her

options are voice call, video call, or a physical meeting at the clinic. Once the user has made his/her choice, a summary of the booked time is given. The prototype is displayed in Figure 6 - 11. The prototype shown is with German copy, as explained in the method.

Figure 6: Start page of proto- type

Figure 7: A list of categorised

symptoms

Figure 8: Input from the user, either by text or voice

Figure 9: The user has typed in information about their symptoms

Figure 10: Choosing how the user wants help

Figure 11: Summary of the

booked appoint-

ment

6.3 Materialising

Below the results from the user testing are presented.

6.3.1 User testing

As shown in 6.2.2, the user was shown several screens throughout the prototype. All users were able to understand the context of the page and able to complete the given task, find stomach i.e., on the screen with categories of symptoms (see Figure 7). All users claimed that they started with reading the text, and then confirming their idea of what it meant with the icons. All users understood that the toilet symbolised the stomach issues. The icons were overall understandable and the users were able to understand their representation. The icon for headache and physical meeting were a bit unclear for some users.

When shown the next screen, Figure 8, four out of five users chose to write their symptoms instead of speaking. Several users mentioned the word ”symptome” in German as a key to understand what type of input they were supposed to give.

Users also mentioned that they were helped by the large icon with a pen and lines written on a piece of paper. Several users immediately recognised the text input field and said that this screen was somewhere they were supposed to type something, and through that they realised what type of input they were supposed to give assisted by the other cues on the screen.

Next, the user was given a prompt on how they would like to get in contact, see Figure 10. The majority of the test participants mentioned that they immediately were sure on which option to choose, based on the instruction given, thanks to the similarity in language between German and Swedish on the first two options. These could be ruled out and the third was the one to choose. Several testers interpreted the screen as to how the clinic could contact themselves, the patient i.e., rather than how they would like to get help. One participant thought that the icon for a physical meeting meant to get in contact with some form of a chatbot.

On the last screen, see Figure 11, all users were able to understand the infor- mation presented, that it was a date, time, and place. Several users were insecure about whether or not the information could be changed to suit their needs, or if they were simply given a time slot to come to the clinic.

Usability Issues

Throughout the testing, a few usability issues were found with the prototype:

• When asked how the patient would like to be assisted, it could be interpreted as how the clinic can contact them.

• The summary to the user when the booking is complete was hard to understand whether or not it was a suggestion or a confirmation of a completed booking.

• Some icons were hard to interpret properly, especially the one for headache

and the physical meeting as an option.

7 Design choices

In the following sections, the motivation behind design choices will be presented.

7.1 Icons

As Wiedenbeck [17] mentions, that by using a combination of text and icons, per- formance and ease of use is improved. This has been used throughout the prototype with good results. The choice is also supported by Schreick et al [42]. The icons have been designed as concrete and consistent as possible, as recommended by Cremers et al. [41] and McDougall [18] to help the user quickly understand the icon. The icons have been designed to be semi-abstract when it comes to the graphical level, as suggested by Medhi et al [36]. In this prototype, this means that the icons have been designed to be as realistic as possible. Lastly, the icons have been designed with Easterby’s [15] characteristics of a good icon in mind, especially closure and unity. The icons are designed without any linguistic elements, helping users that might not be able to read the language [37].

7.2 Layout

As recommended by Cremers et al. [41], the layout of each page has been designed in a minimal manner, to minimise the risk of information overload. Also, each screen has been designed as consistent as possible. Furthermore, their recommendation to have clearly recognisable buttons has been used, designing large buttons with a label. This is also supported by another study made by Cremers et al [43].

Lists have been used instead of hierarchical structures when presenting several options to the user. This is recommended by the work done from Lalji and Good [35].

7.3 Interaction

The interaction flow has been designed to provide step-by-step instructions, giving the user only one task at each screen in the process. This is supported by the case study made by Lalji and Good [35]. As Cremers et al. [43] suggests, the user should be able to control the pace of the interaction by inserting pauses when needed. This has been achieved by dividing the interaction in a number of steps, each with a clear purpose.

By dividing the interaction flow in a step-by-step manner, the use of principle

during and after task completion. By labeling each screen with a text and/or icon telling the user what to do the users are given feedback during the task completion.

This is also the reason for implementing the progress bar in the header, to provide the user with feedback on how far he or she has come in the task.

In the prototype, the user is given the possibility to speak in their textual input when describing their symptoms, as supported by Chipcase [31] and [37].

Each clickable area in the prototype has been given a clear indication of what comes next. Each list item has been given an arrow symbolising that by pressing the option, the user is taken to a new screen. The same goes for the large buttons which generally are used as a confirmation or call to action. This has been done based on Cremers et al. [43] suggestion to make the effects of choices clear to the user.

7.4 Text

Even though the Swedish text in the prototype was not tested, it has still been

designed with some aspects in mind. One of them is the recommendation by Cremers

et al. [41] to use simple language and short sentences. No excessive text has been

used. The text has also been designed with a clear foreground-background contrast

to simplify the reading, as supported by Cremers et al [43].

8 Discussion

In the following chapter the results of the study, and methodology behind it will be discussed.

8.1 Result Discussion

Thanks to the similarity between the German and Swedish language, most test participants were able to understand some of the text in the app, helping them to complete a task. By noticing the similarity of words, the test participants used the communication strategy of approximation, as cited in [32] by Tarone, as well as in [33], [34], to understand the meaning of the term.

Some usability issues were found during the testing phase. These are to be considered solvable if the time would have been sufficient to conduct more iterations of the design and testing it.

Since all users, without many issues, were able to complete the task given in the instruction the result from the study is to be considered successful. The hypothesis set up in the initial phase was then correctly assumed. The literature study, com- bined with the user research, proved to be a good foundation to be able to achieve a good result. The guidelines and methods provided by that gave the project a solid ground to stand on, and the design choices(see 7) made based on that was a key to the successful project. A special thing which was an important part to achieve a good result was to early on get a proper understanding of the users’ needs, issues and opportunities. This understanding helped the design to be adapted to their specific situation. Without that understanding, the result would most likely not be as successful.

8.2 Methodology Discussion

In this section the methodology in the project will be discussed.

8.2.1 Research methodology

The methodology chosen in this thesis has been able to provide a good result. Even

though, there is room for improvement. At the time of the thesis, the covid-19

pandemic struck Sweden, which affected how this thesis project was carried out. At

the beginning of the project, the plan was set out to work with the partner Tidigt

F¨ or¨ aldrast¨ od (TFS) when it comes to user testing of prototypes and sketches. This

could be tested to minimise the risk of using interaction patterns, icons, colours, or other graphical elements that might have a different meaning or interpretation in another culture. Due to the lack of this contact, the result has not been validated with the target group. Instead, users as close as possible to the target group have been chosen in order to get a result that could be seen as relatively legit (see 3.5.2 for information about the participants).

By talking to members of the target group in the initial phase of the project, through the HIVE project (see 2.1.2), an understanding of the culture could be established. Specifically, Kamppuri’s [22, p 174-175] Ideas of culture and values and worth could be understood. This means that more than understanding the culture, the design process could then be based on an understanding of the positive and negative values of technology as seen by the users. This was important to avoid ethnocentric thinking, which means to evaluate others against the standards of one’s own culture. By continuing this research further on in the project, the result could be improved even more with a deeper understanding of the users. This could also minimise the risk of generalisation, as described by Kamppuri [22, p 64-67], which means to be aware of cultural assumptions, and that some usability attributes can be highly relevant in one culture, but not mattering in another culture. Furthermore, an improvement that could be made is that the icons made should be validated across cultures to reduce the risk of them having diverse associations. This is supported by Sxhreick et al [42].

Furthermore, the methodology could be improved by earlier deciding on which context the theory is to be used in. For this project, the aim at first was to investigate how different aspects of user experience design can help users complete a number of tasks in a simple application. If the context of the application would have been decided at first, the project would probably have benefited from it. This since it could have simplified both the literature study and the user research. Users could have been asked questions that were directed more specifically towards the context of use. This is also supported by what Kamppuri [22, p 174-175] and Lalji and Good [35] says about the wider context of use, that in an intracultural setting it might be hard to understand the wider context of use of an application. This is of course even harder to understand if the context is not decided early enough in the process.

What could have helped this project be more successful would be to, in an early stage, interview professional designers from different cultures and backgrounds about their experiences with designing products that are to be used by a culturally diverse user group. With this, a deeper understanding of the work progress could have been established.

8.2.2 Testing methodology

When testing the designed prototype, all users were given the same instruction to

search medical care for some symptoms regarding their stomach. All users were also

asked to book a physical meeting with a doctor. If the users would have been given

different instructions on how to complete the task, e.g. switching the symptoms or

choosing another way of getting in contact, more usability issues could possibly have

been found. The chosen test method only tested a fixed case, and not the design as

a whole, which is a limitation in this study.

Three out of five test participants were more or less fluent in the Swedish lan- guage, therefore all tests but one was done with German copy in the prototype. This to simulate that the tester understands some parts of the written text, as the target group would do. Several testers mentioned that the text helped them understand the context and task they were going to complete, thanks to the similarity with the Swedish language. If the language chosen would not be closely related to Swedish however, the tester would have to rely solely on design elements such as icons and buttons. This could have been beneficial to be able to test the iconography and other graphical elements more thoroughly. Despite this, the choice of using German as the language in the prototype is seen as the right one due to it was able to simu- late a situation that was relatively close to how it would have played out in real life for a user from the target group. The single test with Swedish copy experienced the same type of minor understanding of words when they were similar to the word in English.

As mentioned in the result, all test participants were able to complete the given instruction without so many issues. This raises the question if the test was designed to be too easy? Were the participants able to do wrong at all? They could choose the wrong option on the category of symptoms page, but were the options simply too distinct? As mentioned by [18], distinct icons help the user respond quickly and find what they are searching for. Since all icons in the list were fairly distinct, this supports why the participants were able to find the correct choice so quickly.

The test session, done remotely, was not recorded. Notes were taken while the test was taking place. However, if the test would have been recorded, a richer non- verbal communication in the form of gesture-clusters and body movements could have been found. These could tell us more about how the user reacts to different parts of the prototype. Some movements and facial expressions were noticed during the testing, but far from all. This is something that could have been improved, which is supported by Yammiyavar et al. [25].

The test participants were not in the target group specified in the project.

Through the collaboration with Tidigt F¨ or¨ aldrast¨ od, the initial plan was to conduct user testing with their participants. Due to the covid-19 pandemic, their premises were closed during this thesis project, which made it impossible to test on their par- ticipants, even remotely. Therefore another test group was used. These were chosen to be as close to the thought of target group as possible to be able to have a rep- resentative result. All testers were women, whom all were born outside of Sweden.

All of them can be categorised as high performers, with jobs or occupations where they use computers every day, diverging them quite a far way from the target group.

This could have an influence on the result, in terms of the testers being used to a

lot of similar apps or services, helping them use the prototype. All users were either

fluent in Swedish or English, which most likely helped them understand the German

copy. If the test would have been performed on the target group however, the users

would probably have more difficulties with the language due to their native tongue

and Swedish not being closely related.

9 Conclusion

The aim of this thesis was to investigate what aspects of user experience design that could be used to develop digital services in order to help users complete tasks and understand the context, even when the language used might not be fully understood.

The underlying purpose was to understand what could be done to help people that are new to a country to understand the essential digital services that are being used in public transport, health care, etc. By conducting a literature study and interviewing people that are new to the Swedish society a deep understanding of user’s issues and potential solutions and methods to use was gathered. Once the theoretical framework was completed, the next phase of the thesis begun, being the prototype phase. Prototypes were created in rising fidelity order, designing a service that was to be tested on real users. The testing phase of the thesis proved to be successful, meaning that by using aspects of cross-cultural design, design for illiterate users, and icon design it is possible to create services that are understood by users even though the language might not be fully understood. Therefore confirming the hypothesis constructed in the initial project phase.

9.1 Future Work

Due to the limited time frame in this thesis, a limited service was designed. In

order to draw further conclusions, more services must be created using a similar

methodology and theories, preferably in a number of diverse situations and with

different complexities.

10 Acknowledgements

The author would like to thank everyone at Humblebee for their support throughout this project. A special thank you goes to Mattias Hagbard for being a mentor during the project and helping out with feedback along the way. The team at HIVE also deserves a big thank you for their work with the research and help with finding users.

Thank you to all the test participants who participated in the user tests. Last but not least, the author would like to thank everyone that helped review this paper.

The peer-reviewers Filip Bark, Oscar Thorwid, Petter Poucette, and the mentor at

Ume˚ a University, Ole Norberg.

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