In 2018, research reports from the ACLU emerged indicating that Amazon’s facial recognition technology had reportedly “confused” the faces of 28 congressmen with the faces of known criminals. Let’s unpack that statement. First, Amazon has been developing facial recognition technology, called Rekognition, which can provide “highly accurate facial analysis and facial recognition on images and video.” In 2018, Amazon was actively making movements towards selling this technological tool to law enforcement. The ACLU, among other organizations and individuals, were concerned with the implications of utilizing such technology. In turn, the ACLU conducted its own study employing Rekognition facial technology. Their research uncovered that Rekognition technology was not as accurate of a facial recognition tool as had been perceived, and resulted in a large number of mismatched faces. Most importantly, the ACLU reported that Rekognition disproportionately misidentified faces of people of color- as highlighted by the 28 faces of congressmen that were misidentified as being the faces of known criminals. While Amazon and the ACLU debated over these results, the findings published by the ACLU point towards a bigger issue- in what ways are racial biases manifesting themselves in facial recognition technology and how can this cause harm to communities of color?[Read More]
With one fifth of the world’s population, China’s market is divided into Mainland China, Hong Kong, and Taiwan. Hong Kong and Taiwan are considered distinct markets within Greater China, as each have their own spoken and written language. Therefore, products looking to meet the needs of these two markets will have different creative, design, and language considerations. How these customers interact with your products or services from end-to-end can vary quite significantly between these populations and the majority that resides within Mainland China.
With any scenario there will be unforeseen changes that will impact a project. A key to success in project management lies in planning and mitigation of risks. These are 5 key elements for successfully managing an international customer research project:[Read More]
Lets face it. We live in a society where the majority of people are glued to their mobile devices. Whether it’s texting a friend, finding an online recipe for dinner, or taking a selfie...everyone, at one point or another, is guilty of being attached to their smartphone.[Read More]
Author of Lean UX: Applying lean principles to improve user experience (O’Reilly 2013). - See more here.
As a first time attendee to Big Design Dallas this year I did not know what to expect. Sure, I’ve been to more that my fair share of business conferences but my comfort zone lies squarely in digital marketing.
Our clients ask us some challenging research questions. As the global marketplace continues to mature one of the main questions asked is
Can we adjust the language on our current website to Spanish? Will the site still have the same level of usability?[Read More]
Nick Iuliucci will share research findings at the 16th Annual International Conference on Human-Computer Interaction | June 2014 - Crete, Greece
Key Lime Interactive’s Mobile Insurance Report Identifies Allstate as the Only Carrier in the Top 8 to Offer Mobile Properties in Spanish
In 2009 Allstate made it clear that they were working to ensure effective communication and business practices with both the English and Spanish speaking US communities in which they offered their services. They integrated a Spanish-language national marketing campaign, complete with targeted tv spots and a Spanish website version that continued through 2010 and beyond. Today, those business goals remain unchanged and separate Allstate from their competitors. In a recent study by the marketing research and usability company Key Lime Interactive, it was reported that of the top 8 US auto insurance providers, Allstate was the only provider who offered their mobile solutions in Spanish.[Read More]
With 16% of the US Population being of Hispanic or Latino origin, it is no surprise that more and more websites, mobile sites, and mobile applications are being localized to Spanish. Similarly it is no surprise that more and more companies are quickly learning that simply translating one-for-one their English content is not sufficient. Conducting user research to gain insight on how such translation should work is critical for the success of these sites, especially since Hispanics behave differently than the general population.
You may be asking yourself, how do Hispanics behave differently, specifically in the digital world, than me? Hispanics are family and community oriented consumers, they often will make a purchase with input from several key family members, especially for larger dollar purchases. Family opinions often influence brand perceptions.
Praxtel Telecommunications uses NetSuite as their end-to-end platform. While NetSuite "markets itself" to be an all inclusive system, we have found that they have modulized their platform in such a way that the features needed require you to keep adding on and on modules. This is the case with my experience so far trying to optimize the Praxtel.com site for SEO.[Read More]