International Product User Research: Concurrent Studies Comparing Touch Screen Feedback in Europe and North America

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International Product User Research: Concurrent Studies Comparing Touch Screen Feedback in Europe and North America

Serafin, Colleen / Tschirhart, Michael / Heers, Rainer / Preussler, Stephan

This paper describes two studies; each conducted concurrently in North America and Europe to assess subjective impressions and simulated driving task performance using a touch screen interface with different types of auditory and haptic feedback. The first study investigated subjective impressions of four types of touch screen feedback in a static laboratory setting. The second study investigated the influence of the same four touch screen feedback types on simulated driving task performance using the lane change test (LCT). Results of the first study revealed significant similarities and differences in subjective impressions between respondents in each of the two regions studied. Results of the second study revealed differences in task performance that suggest distinct participant strategies in each of the two regions studied. The results of both studies are discussed in the context of issues encountered conducting user research for the same product in multiple regions and the implications of those findings for future research.