Mr. Marcus will introduce concepts of culture models and their impact on metaphors, mental models, navigation, interaction, and appearance for products and services of Web and mobile devices. He will also show case studies of mobile product/service develoment where culture makes a difference in how people use products and services. A detailed bibliography will be available to participants afterwards. The agenda is as follows:

Lecture: Introduction to the workshop, terminology, and AM+A (15 minutes)
Lecture: Cross-Cultural User Experience Design (60 minutes)
Lecture: Examples of Impact of Culture on Corporate Web Design (30 minutes)

Break: 15 minutes

Lecture: Case Study of SonyEricsson Wukong Project and the impact of Chinese Culture (15 minutes)
Lecture: Case Study of LoCoS Universal, International Sign System for Mobile Devices (15 minutes)
Lecture: Case Study of Mobile You-Tube Prototype based on Social Network Influence (15 minutes)
Lecture: Case Study of Wrist-Top Channels Prototypes (15 minutes)
Lecture: Case study of a develoment process for Samsung (30 minutes)
Lecture: Case study of Near-Failure of User-Centered Design for a Mobile Communication System (30 minutes)
Lecture: Mobile Trends and Culture Differences (30 minutes)
Lecture: New Mobile Mental Models and Navigation (30 minutes)