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Title: A study of cultural models in automotive HMI : framework for accommodating cultural influence
Author: Khan, Tawhid
ISNI:       0000 0004 6351 1174
Awarding Body: University of Warwick
Current Institution: University of Warwick
Date of Award: 2016
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This doctoral innovation report presents a research study examining the importance of understanding automotive users’ cultural values and their individual preferences for HMI features and functionalities. The goal of this research was to explore how a cultural model can be applied in the development of automotive HMI solutions and future design localisation. To meet this goal, it was necessary to (1) identify the characteristics of the Hofstede cultural model; (2) identify the differences in cultural values using the model; (3) identify differences in HMI design preferences, usability and task performances across automotive user groups; (4) identify the potential success of a culturally adapted automotive HMI solution in automotive user acceptance and satisfaction. To explore the differences between users from two cultural regions, India and the UK, a series of user-centered HMI evaluation studies are conducted in which participants from each cultural region evaluate representative HMI samples. The outcomes of the user studies generate good quality data about automotive users’ cultural values and its relationship with vehicle user interface usability, task performances, and their feature preferences. The results are used in the development of a conceptual culturally adapted HMI design solution. This conceptual design is evaluated during the application phase of the research in order to explore whether such a design solution has a greater level of learnability and usability compared to the conventional solution when evaluated by Indian drivers. The results are also analysed to identify specific cultural traits that may influence the intention to use such solution in emerging markets like India. The outcome of the study shows different cultural groups have different behavioural tendencies and performances while using vehicle HMI solutions and have differences in expectations in design, suggesting an influence of culture on the perception of vehicle user interface technology. The analysis also highlights a preference for the culturally adapted automotive HMI solution when Indian drivers are provided with a choice between this and a non-adapted conventional solution. This leads to the conclusion that an understanding of cultural biases can influence design localisation and, as such, culturally-generated theories and recommendations can be applied as a basis for future automotive HMI design and development.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (D.Eng.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: TL Motor vehicles. Aeronautics. Astronautics