This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews ðN ¼ 43Þ of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users. q
Abstract.Previous research has shown that low-literate users have difficulty using hierarchical information architectures and that a list design showing all items at once on a PC screen works best for search tasks. However, the limited screen space on phones makes it impossible to show more than a few items at once on a single screen. Does a hierarchical UI work better on a phone? In this study, we compared the performance of non-literate users from Bangalore, India, on a search task using a hierarchical UI (four levels deep) and a multipage list that had forty items across seven pages of a touch-screen phone. Our results show that participants using the multi-page list perform better both in terms of time taken and percent correct even when the list UI design requires them to browse through multiple pages of items on the phone.
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