Cross-cultural human-computer interaction and user experience: A semiotic perspective

  • Includes a novel design and evaluation method for HCI and UX.
  • Provides a detailed explanation of the differences between current expert evaluation methods and the presented semiotic method.
  • Offers a usable set of design and evaluation heuristics.
  • Explains how to conduct quantitative and qualitative analyses to support decisions about cross-cultural design and evaluation.
  • Offers results from a cross-cultural test and presents guidelines for design of different IT products and services for different cultures.


„This book is a good read for experienced UX researchers and interaction designers who are developing systems and applications for users from different cultural backgrounds. Much has been written about cross-cultural UX, highlighting the increasing attention and importance it has experienced in recent years. However, it is not something that UX researchers need to study comprehensively in order to get it right; once you have read this book, you will have a good starting point.“

—Journal of Ergonomics In Design, July 2016 Issue

“Jan Brejcha has captured succinctly and eloquently the essentials of semiotics and of user-experience, and shown how to combine them in a manner that helps readers significantly to describe, analyze, evaluate, and design cross-cultural interaction and user experiencs. … usable, useful, and appealing content that is effective, easy to understand, and easy to apply.”

—Aaron Marcus, Principal, Aaron Marcus and Associates

“… a practical book … includes useful examples and illustrations of how semiotic concepts can be appropriated by HCI professionals and, in this way, contribute to improve and expand the design of the users’ experience.”

—Clarisse Sieckenius de Souza, PUC-Rio (Pontifical Catholic University of Rio de Janeiro)

“… focuses on one of the most interesting challenges in HCI research: cross-cultural HCI design and user experience. … responds to the demand for thinking in users as active consumers, which lives in a changing world.”

—Luciana Cardoso de Castro Salgado, Universidade Federal Fluminense (UFF)

“One of the strengths of the material that I reviewed is that it is based on a sound rationale and it accurately reviews relevant literature. Additionally, it is based on sound and appropriate research design. … The author not only provides a set of tools and methods to benefit the design process in UIs, but also presents implications for theory development and/or practice in this field.

—Nouf Khashman, PhD, Independent Researcher

“A lot of efforts have been made in HCI to understand the phenomenon and to develop methods for practice. This book tackles the issue by taking user interface as a language or linguistic phenomenon and attempt to develop an approach for user interface design and evaluation based on semiotics theory. It provides a theoretic foundation and some case studies for the approach which is practically helpful for researchers and practitioners who want pursue cross-cultural HCI.”

—Zhengjie Liu, Dalian Maritime University, China