Web sites and e-business applications are used worldwide. Although the U.S. is the leader in web usage many countries report multiple millions of users. Web based interfaces developed in the U.S. may or may not be developed with internationalization, localization or translation in mind. User satisfaction of translated interfaces, both web-based and traditional, should be measured with increasing frequency as the international market begins to expand. It is not surprising to find that interfaces that are translated are not as effective as those developed in the native language. American images, which are frequently not changed during translation are rated as well by non-U.S. users as they are by Americans. Appearance factors of consumer applications have been shown to have a marked effect on user acceptance, satisfaction and the users’ perceptions of their own performance. A recent internal IBM study of web-based consumer applications demonstrated the phenomenon. The majority of users consistently rated the product with superior appearance and visual design as less error prone, faster, and more satisfying than the competitive products, even though empirical evidence of their performance as measured in a formal usability evaluation showed a clear advantage for the comparison products. As product usability and user satisfaction are in part culturally defined, the role of high quality, appropriate visuals become apparent.
In addition to satisfaction with images, world wide users are also surveyed directly on ease of use and ease of learning for translated programs. Cultural impact of images do have a negative effect on about 15% of the using population’s willingness to learn an application or internet usage, however, the effect remains quite consistent among domestic and European audiences.
Clearly, there needs be some control over the creation and sources of images used within and across e-business applications, products and services. Reducing the number of individuals and vendors will not only improve consistency, but may also reduce cost by streamlining processes, reduce tool costs (acquire and maintain), facilitate reuse, limit the number and type of contacts with non-domestic involved parties, and finally improve quality through the use of qualified, trained professionals.
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