Learning How to Use a Cellular Phone: Comparison Between German and Chinese Users

The objective of this study was to investigate whether and how "cultural standards" influence the use of typical daily products, e.g. a cellular phone. The goal was to provide insight for technical communicators who design information products for Chinese or German users. Hypotheses about differences in learning and information gathering strategies were derived from Chinese and German cultural standards. Methods used were focus groups, usability tests and a questionnaire. In focus groups, the question was raised about how cellular phone users had learned to use the phone. Four focus groups were held in each country (number of participants: China: n=26, Germany: n=24). A questionnaire was designed to provide additional information. During usability tests, the actual information searching behavior was recorded. Results indicate that the following cultural differences exist: The main source of information for Chinese is the sales clerk, whereas for Germans it is the conventional user manual. For the Chinese, it is most important to get step-by-step information about basic functions. Germans prefer to get a clear and fast overview over all possible functions. Only the Chinese asked for videos to show procedures.