We suggest that future research on UX evaluation look more into how to empower certain user groups, such as low status female users, in UX evaluations done in high power distance contexts. We found that classic concurrent think aloud UX evaluation works fine in high power contexts, but only with the addition of Textual feedback to mitigate the effects of socio-economic status in certain user groups. In particular, the Textual Feedback tool helps high status females and low status males express more UX problems than they can do with traditional CTA alone. The results indicate that the Textual Feedback tool may help participants to give their thoughts in UX evaluation in high power distance contexts. We evaluate the tool with 40 users from two socio-economic groups in real-life UX usability evaluations setting in Malaysia. The proposed tool contributes to the HCI community’s pool of localized UX evaluation tools. In this paper, we develop and evaluate a ‘Textual feedback’ tool for usability and UX evaluation that can be used to empower well-educated, but low-status, users in UX evaluations in countries and contexts with high power distances. The usability movement has historically always sought to empower end-users of computers, so that they understand what is happening and can control the outcome. It proposes designating culture as a point of convergence for current research and design approaches in order to facilitate the integration and accumulation of knowledge on design-relevant cultural factors. It could also open possibilities for innovations, which improve the quality of life. This theoretical model suggests that awareness of similarities and differences in culture’s influence on people’s ways of thinking, feeling, and behaving with regard to technology would help mitigate the problem of misalignment. It explicates the relations between technology, culture, and life, and it synthesizes a theoretical understanding of a culturally-responsive human-technology interaction (HTI) research and design. This dissertation addresses the facets of that problem from the interdisciplinary perspective of cognitive science. The scarcity of theoretical models, which could guide a culture-responsive technology design, has been identified as one of the root causes of the alignment problem. However, the processes employed towards this design goal need support from theoretical models that account for cultural similarities as well as differences. Achieving alignment means fundamentally helping people to realize goals and well-being. They try to create products whose functions are aligned with people’s needs. Understanding these processes is important to researchers, designers and engineers. It has been noted that cultural factors influence the perception and usage of technology. Equally ubiquitous and beyond daily awareness are cognitive, affective, and behavioural processes patterned by culture. At that moment, people become aware of a misalignment between their ways of thinking, feeling and behaving, and the form/function of a product, presumably designed to make life easier. Awareness of technology’s role often surfaces only when something goes wrong with a product. Technology touches so many facets of contemporary life that one is not necessarily conscious any more of how and why it affects daily experience.
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