Tracing Cognitive Processes for Usability Evaluation: A Cross Cultural Mind Tape Study

Cultural differences in cognitive processes and cognitive tools have been extensively documented. Design and use of culturally sensitive interfaces have been in demand in HCI for sometime. In this study the method of stimulated retrospective verbalization which is called here as Mind Tape study, has been used to capture cognitive differences of Danish and Indian users while interacting with chosen websites on a given task. The recording of the interaction captures screen activities and video of user. The replay of the recording is used as stimulus during a voice over interview. Using Mind tape, not only the sequence of activities during task fulfillment is observed, but also an insight into the user's cognitive processes, motives and intentions, regarding the choices made and activities done are recorded. The paper reports the cultural sensitivity and suitability of the mind tape method for cross cultural usability evaluations in light of the study conducted.