Hochschule für Wirtschaft FHNW

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A flexible, extendable and adaptable model to support AI coaching
(Springer, 2023) Duhan, Ritu; Pande, Charuta; Martin, Andreas; Hinkelmann, Knut; López-Pellicer, Francisco J.; Polini, Andrea
We present a model based on coaching definitions, concepts, and theories to support AI coaching. The model represents the evidence-based coaching practice in different coaching domains by identifying the common elements in the coaching process. We then map the elements of the coaching model with Conversational AI design and development strategies to highlight how an AI coach can be instantiated from the model. We showcase the instantiation through an example use case of an HIV coaching chatbot.
04B - Beitrag Konferenzschrift
A market-based smart grid approach to increasing power grid capacity without physical grid expansion
(Springer, 01.02.2018) Bagemihl, Joachim; Boesner, Frank; Riesinger, Jens; Künzli, Michael; Wilke, Gwendolin; Binder, Gabriela; Wache, Holger; Laager, Daniel; Breit, Jürgen; Wurzinger, Michael; Zapata, Juliana; Ulli-Beer, Silvia; Layec, Vincent; Stadler, Thomas; Stabauer, Franz
The continuous increase of competitiveness of renewable energy in combination with the necessity of fossil fuel substitution leads to further electrification of the global energy system and therefore a need for large-scale power grid capacity increase. While physical grid expansion is not feasible for many countries, grid-driven energy management in the Smart Grid often interferes in customer processes and free access to the energy market. The paper solves this dilemma by proposing a market-based load schedule management approach that increases power grid capacity without physical grid expansion. This is achieved by allocating for a certain class of non-critical flexible loads called “conditional loads” the currently unused grid capacity dedicated to ensuring N−1 security of supply whereas this security level remains untouched for all critical processes. The paper discusses the necessary processes and technical and operational requirements to operate such a system.
01A - Beitrag in wissenschaftlicher Zeitschrift
A viewpoint-based case-based reasoning approach utilising an enterprise architecture ontology for experience management
(Taylor & Francis, 28.03.2016) Martin, Andreas; Emmenegger, Sandro; Hinkelmann, Knut; Thönssen, Barbara
The accessibility of project knowledge obtained from experiences is an important and crucial issue in enterprises. This information need about project knowledge can be different from one person to another depending on the different roles he or she has. Therefore, a new ontology-based case-based reasoning (OBCBR) approach that utilises an enterprise ontology is introduced in this article to improve the accessibility of this project knowledge. Utilising an enterprise ontology improves the case-based reasoning (CBR) system through the systematic inclusion of enterprise-specific knowledge. This enterprise-specific knowledge is captured using the overall structure given by the enterprise ontology named ArchiMEO, which is a partial ontological realisation of the enterprise architecture framework (EAF) ArchiMate. This ontological representation, containing historical cases and specific enterprise domain knowledge, is applied in a new OBCBR approach. To support the different information needs of different stakeholders, this OBCBR approach has been built in such a way that different views, viewpoints, concerns and stakeholders can be considered. This is realised using a case viewpoint model derived from the ISO/IEC/IEEE 42010 standard. The introduced approach was implemented as a demonstrator and evaluated using an application case that has been elicited from a business partner in the Swiss research project.
01A - Beitrag in wissenschaftlicher Zeitschrift
Adoption of Innovative Technology for Business Transformation with Big Data in an Oil and Gas Company in South Africa
(Hochschule für Wirtschaft FHNW, 31.01.2017) Ballmert, Matthias; Hinkelmann, Knut
Today, it is a known fact that Big Data (BD) lead to a competitive advantage for organisations. While several methodologies have been introduced to gain insights using BD, there is a lack in research regarding the adoption and usage of this knowledge within organizations for effective decision-making. By analysing a case of a South African oil and gas company, results of current research of innovation adoption have been adapted in order to find the reasons for the problem and fill this gap in current research. To collect data for this thesis, eight managers have been interviewed. The findings have then been analysed and assigned to a set of categories. The result of this research are three major criteria. Depending on the fulfilment or lack of the criteria, they act as enabler or barriers. The first criterion is the quality of the system, most important being data quality, next to performance and up-to-date data. Second is support and training, most important to find the right people for the right position and train them how to access the BD analytics and what is available. The right people have a passion for analysing data and bring with them creativity and innovativeness. The third influencer is (missing) features. It describes the possibilities to access information gained by BD. In the case of the oil and gas company, it was missing mobile reporting, predictive analytics and unstructured data. These three categories create a perceived value, which influences the adoption of BD analytics. The perceived value also effects the management, which themselves have been found as an influencer for the adoption.
11 - Studentische Arbeit
Agility meets Governance of Enterprise IT
(Hochschule für Wirtschaft FHNW, 29.10.2014) Diptanshu, Kumar; Asprion, Petra
Achievement of continuous competitive advantage in an ever changing business environment together with distinct advancement in technology, require enterprises to consider more efficient ways in their quick responding abilities and in their taking advantage of IT possibilities. Many studies confirmed the important role of Agility and IT/ERP governance in ERP post-implementation phase in this respect. Additionally it was found that agility affects ERP post-implementation phase in various ways and continuous improvement of this phase with customization and business process reengineering plays a vital role for an improved superior agility. Impact and influence of ERP systems in supporting business operations is significant, therefore the effect of post-implementation modification initiatives need to be closely examined. Since these influences of ERP PIP are not adequately studied, there is still gap in the literature regarding this (Oseni et al., 2014). This master thesis addresses the research problem about the lack of knowledge on how IT/ERP governance and agility influences ERP post-implementation phase. To reach this goal, three research questions were identified and a review of the related terms of agility, IT/ERP governance, ERP post-implementation phase and business environment was performed through literature studies. The first question to find the current literature status of ERP post implementation with focus on IT/ERP governance and agility is answered by reviewing of existing literature relating to the topic as an essential first step and foundation when undertaking a research project (Baker, 2000). The second question to find the result about agility affect on ERP post implementation, a qualitative research approach known as Relational Analysis is performed on nine related articles of four selected online journals from last one year. Third question to find the influencing factors impacting the ERP post implementation regard to IT/ERP Governance or/and agility is answered by determining these factors through literature analysis performed on the various related literatures included in foundation. A conceptual research model based on the existing literature is proposed to provide a visual representation of the relationship between the involved concepts. The outcome of the first research question is a table, which summarizes the main literatures topics, focus, and literature support. Outcome of second research question support the mutual promotive relationship between ERP post implementation and agility. Outcome of third question is list of influencing factors impacting ERP post implementation regard to IT/ERP Governance or/and agility. Finally a revised conceptual model is derived to visualize the interpretations of the findings of the research. The findings of the research could be important theoretical contributions to the body knowledge of business information systems. The research has bridged the knowledge gap among agility, IT/ERP governance and post implementation, in relation to the way on how they influence ERP post implementation. This research has specific focus on ERP post implementation with regard to agility and IT/ERP governance.
11 - Studentische Arbeit
Attraktivität von ICT-Studiengängen für Männer und Frauen durch geschlechtersensitives Branding
(30.06.2016) Resch, Dörte; Graf, Iris
Welche Professionsidentitäten erschweren es jungen Frauen (und Männern), sich mit Ausbildungen und Berufen im ICT-Bereich zu identifizieren und wie können diese durch Branding-Prozesse von ICT-Ausbildungen (Lehre & Studium) verändert werden, um eine stärkere Identifikation zu ermöglichen.
06 - Präsentation
Business Process Flexibility and Decision-aware Modeling - The Knowledge Work Designer
(Springer, 2016) Hinkelmann, Knut; Karagiannis, Dimitris; Mayr, Heinrich C.; Mylopoulos, John
This chapter describes the Knowledge Work Designer, a modelling method for knowledge work. It is based on two principles: (1) the separation of business logic and process logic and (2) the support of both structures and unstructured knowledge. Process logic can be represented in a structured way in BPMN and in a non-structured way with CMMN. For real processes there is no strict separation between structured processes and cases. Therefore the Knowledge Work Designer offers a deep integration of BPMN and CMMN. Business logic can be represented in a structured way using decision tables. Unstructured business logic can be represented in documents. The separation of business logic and process logic allows for simpler process model and easier maintenance.
04A - Beitrag Sammelband
Challenges, opportunities and application fields of quantum computing - an introductory overview
(Association Information et Management, 2022) Kech, Benjamin; Schneider, Bettina; Gachnang, Phillip; Azan, Wilfrid
This paper elaborates on the technology of quantum computing. It is aimed at people new to this field and introduces characteristics of quantum computing along with comparisons to classical computing. Furthermore, the paper describes the challenges and opportunities of quantum computing. In addition, applications have been explored where quantum computing could create value for businesses. The findings include three categories. First, quantum computing might make a difference in simulating nature, which was also the initial idea that led to the invention of quantum computing. Second, quantum computing could benefit the category of machine learning. Last, optimization problems will take advantage of quantum computing. It is concluded that quantum computing is still in its early stages and there are many challenges to overcome ‚ in particular the challenge of error correction. To gain in the foreseeable future from the advantages that quantum computing pledges, more advances in research have to be made to have a fault-tolerant system. A fault-tolerant quantum computer is a promising technology that could create significant value for various branches, such as finance.
04B - Beitrag Konferenzschrift
Challenging the gendered segregation of work in the ICT-sector by de- and reconstruction of the professions identity discourses
(19.05.2017) Resch, Dörte; Graf, Iris
Purpose The persistence of gendered segregation of work in the ICT-sector in many European countries cannot be solely explained by unequal opportunities on the labour market or different (naturalized) interests or competences of men and women. Thus in this research it gets explored, why taking up studies or training in ICT does not appeal to women. The main goal is to find out how the identity of the ICT profession does (not) connect to female identity constructions. In a second step the analysis offers suggestions for reconstructions, so that a re-branding of a more gender inclusive identity of the professions identity can be developed. Design/Methodology Document Analysis of 59 documents on ICT degree programs, discourse analysis on 39 group discussions and problem centred interviews, n=84. Results Discourse analysis showed how the gendered discourses of the ICT profession are interlinked and thus form a heteronormative male image, which cannot be easily perturbed by e.g. just showing images of women. Limitations A quantitative study should be carried out to confirm the results on a broader scope. Research/Practical Implications It gets explained how identity constructions of the ICT profession are inherently gendered and that this gendering needs to be actively tackled on descriptions of the profession, degree programs and any promotional material on profession trainings. Originality/Value So far reconstruction, as known in discourse analysis, has not been connected with branding to mould an impact on a certain field of practice. Also the issue of tackling the gendered segregation of work through re-branding of an identity of a profession is novel.
06 - Präsentation
Critical Infrastructure Information Security Model
(Hochschule für Wirtschaft FHNW, 31.01.2015) Schlüter, Michael; Asprion, Petra
Malfunction of critical infrastructures have a serious impact on health, safety, security and economic wellbeing of citizens and have therefore to be supremely protected. Today’s cyber threats gain in importance especially for critical infrastructure as they have enormous potential for damage. Critical infrastructures are the backbone of our nation's economy, security and health. Different instruments are available to address various information security topics. Some regulations exist for parts of critical infrastructure sectors. But there is currently no unique security level of critical infrastructure enterprises. Goal of this study is to develop a model for critical infrastructures to prevent and mitigate current cyber risks. Gaps in information security for critical infrastructures were disclosed between available instruments and the needs of critical infrastructure providers. Primary source is based on case study research. Critical infrastructure experts were interviewed to get information about current situations in critical infrastructure enterprises. Books, documentation and journals in the field of information security or critical infrastructure protection are investigated as secondary resources. These sources were used to build a model by prototyping approach, which then was validated by critical infrastructure experts. Analysis of the case study discloses gaps in the area of awareness, cyber risk management, education, funding, regulation and technology. The developed “Critical Infrastructure Information Security Model” describes these areas and shows an improved information security model with focus on cyber risks of critical infrastructures.
11 - Studentische Arbeit
Energy saving in smart homes based on consumer behaviour data
(Hochschule für Wirtschaft FHNW, 31.01.2015) Zehnder, Michael; Wache, Holger; Witschel, Hans Friedrich
This paper discusses how energy can be saved in smart homes without lowering the comfort of the inhabitants, based on consumer behaviour data only. A recommender system was designed, that suggests actions for inhabitants without the necessity for installing additional devices, executing manual configuration or having any other interaction with the system. As a consequence of the devastating earthquake and the resulting nuclear disaster that struck Fukushima in March 2011, concerned members of the public and the government agreed on a major reconsideration of the energy policy. However, such a radical rethinking can only be achieved if private households increase their efforts to save energy. Nevertheless, most research approaches conducted in smart homes in the past years, dealt with convenience rather than with sustainability. The aim of this master thesis is to find a way to save energy without causing significant inconveniences for the consumer. Therefore, the following hypothesis was formulated: “It is possible to design a recommender system that can suggest actions in smart homes based on consumer behaviour, which will lower energy usage but not decrease comfort levels”. The approach followed in this paper, is to mine frequent (and/or periodic) patterns in the event data of the inhabitants electricity usages, recorded by a smart home automation system. These patterns are converted into association rules, prioritized and compared with the current behaviour of the inhabitants. If the system detects opportunities to save energy without decreasing the comfort level, it will send a recommendation to the residents. Because the most appropriate research design to prove this hypothesis is design science research, the project follows the methodology to design and implement a functional prototype of a recommender system. At the end of the project, the prototype is evaluated in smart homes under real conditions. The main findings of the project and the concluding field-test of the prototype were: - The project succeeded in identifying possible actions, which can be recommended in smart homes to lower energy usage in smart homes. - Investigations showed how patterns in the behaviour data of the inhabitants can be used to trigger these actions at the right moment, to not lower comfort levels for the inhabitants. - A design has evolved for a recommender system that uses association rules and deterministic finite state machines. - It was identified, that the confidence and the length of a pattern are significant measures to predict if a suggestion does lower comfort or not. Overall, it can be said that this master thesis could verify part of its statement: The prototype demonstrated that it is possible to suggest actions that lower energy usage, but do not decrease comfort levels, while using consumer behaviour data as single source. However, besides the useful recommendations, the system did still recommend actions that did not just lower energy usage, but also the comfort level of the inhabitants. The ratio of useful recommendations, which reached little over 11% during the final test of the prototype, must be increased before broader adaption of the system is possible. Nevertheless, the proof of concept provided by the prototype is the first important step for further research in this field.
11 - Studentische Arbeit
Energy Trading in the Smart Stability Network
(Hochschule für Wirtschaft FHNW, 30.01.2015) Mettler, Fabian; Wache, Holger
The current implementation of the electrical grid has not changed since the last 50 years and due to the increase of energy demand the stability of the electrical grid is strongly affected which can result in power cuts respectively blackouts, brownouts or poor quality. One of the main reasons of these issues is the current design of the electrical grid, which is designed for centralized power production in big power plants from where the customers are served with electrical energy. In the case that one of these power plans has an outage, the impact is huge because it could affect several major cities or worse, e.g. the Northeast blackout of 2003. This paper proposes an approach to improve the stability of the electrical grid through decentralized networks and energy trading. The idea is to decrease the deviation from the schedule of the power plant operators and to create an economic incentive for homeowners. This is achieved by tradable goods, which are traded in such a network. This paper presents a model of a decentralized network, which consists of several smart houses with data taken from real consumers. The model or rather trading process is implemented with the multiagent framework JADE that allows implementing a distributed network with different type of participants. The trading process works in a way that a leader is elected in the beginning of the process. Once the leader is elected, all other participants inform the leader in short time intervals about their energy demands and their offers. An offer corresponding here to a tradable good such as receiving energy from a photovoltaic system, storing energy in a battery or switching on a boiler. In each interval, respectively cycle, the leader calculates the deviation from the schedule according to the schedule and the energy demands of the participants. When the deviation from the schedule is greater than zero, the leader looks for the best offers to decrease the deviation. Hereby, a participant gets paid when the leader accepts its offer. According to the findings and results in this thesis, it is feasible to improve the stability of the electrical grid and to create an economic incentive for homeowners. While smart houses with a battery help to reduce the deviation from the schedule immensely, introduce smart houses with a photovoltaic system fluctuation and therefore increase the deviation. On the other side, smart houses with a photovoltaic system get more profit than houses with a battery because the produced energy of photovoltaic system has to be used at any price. Although, this thesis shows that energy trading can improve the stability of the electrical grid and create an economic incentive for homeowners at the same time. A concrete business model is missing, which describes how such a decentralized network can be introduced and sold to homeowners. Furthermore the simplifications of the energy demand forecast function and the leader election in this thesis are to be considered.
11 - Studentische Arbeit
Evaluation of synthetic data generators on complex tabular data
(Springer, 2024) Thees, Oscar; Novak, Jiri; Templ, Matthias; Domingo-Ferrer, Josep; Önen, Melek
Synthetic data generators are widely utilized to produce synthetic data, serving as a complement or replacement for real data. However, the utility of data is often limited by its complexity. The aim of this paper is to show their performance using a complex data set that includes cluster structures and complex relationships. We compare different synthesizers such as synthpop, Synthetic Data Vault, simPop, Mostly AI, Gretel, Realtabformer, and arf, taking into account their different methodologies with (mostly) default settings, on two properties: syntactical accuracy and statistical accuracy. As a complex and popular data set, we used the European Statistics on Income and Living Conditions data set. Almost all synthesizers resulted in low data utility and low syntactical accuracy. The results indicated that for such complex data, simPop, a computational and methodological framework for simulating complex data based on conditional modeling, emerged as the most effective approach for static tabular data and is superior compared to other conditional or joint modelling approaches.
04B - Beitrag Konferenzschrift
Event Data Sources for Enterprise Architecture Documentation
(Hochschule für Wirtschaft FHNW, 02/2015) Frei, Michael; Hinkelmann, Knut
Enterprise Architecture Management (EAM) has become a widely accepted discipline that concerns itself with the alignment of business and information technology (IT) and deals with the increasing complexity of information system (IS) landscapes. It is the practice of documenting the interrelations of business and IT entities by developing a model of the enterprise architecture (EA). This documentation of the EA acts as basis for planning the future architecture and prioritizing the projects that transform the current architecture. Due to globalizing markets and the fast paced evolution of IT, organizations are forced to become agile and frequently adapt their internal architecture in order to stay competitive. Today, the majority of tasks concerning the maintenance of EA documentation are based on manual methods and are connected to huge data collection efforts. This has a negative impact on the quality and reliability of the EA documentation and therefore diminishes the benefits of EAM. The popularly utilized EA frameworks cover the process of keeping the EA documentation up-to-date only marginally. In recent literature, there has been an effort to automate the EA documentation with the use and integration of different productive IS across the company. It was identified that common IS in organizations not only hold data about the EA, but also can contain events that could be used to trigger EA documentation processes. However, only few concrete implementations of automated EA documentation are examined in research or found in practice, because organizations face several challenges when attempting to integrate IS into an automated EA documentation. This thesis identifies possible sources of EA data and EA events in the form of common IS or databases in today’s enterprises. Further, the thesis develops an evaluation catalogue for potential source candidates in order to recommend a set of suitable documentation techniques for each source. A proof of concept through a case-study at a financial institution demonstrates the feasibility and applicability of the catalogue. The proposed data source selection catalogue for EA documentation supports the identification and selection of productive IS and suitable techniques in order to increase the quality of EA documentation
11 - Studentische Arbeit
Graphical User Interface For Multi-Objective Decision Support
(Hochschule für Wirtschaft FHNW, 07/2016) Keller, Benjamin; Hanne, Thomas
Multi-objective problems arise in various ﬁelds of application. Generally there is not a single optimal solution to these kind of problems but a set of Pareto optimal solutions with relative trade-oﬀs. Which solution is the ”best” in a given situation depends on the judgment of a decision maker. To support the decision maker in the decision process software tool support is desirable. This research proposal outlines a study focused on visual representation of alternative solutions and interactive solution space navigation. The study will explore a method to narrow the solution space considered by a search algorithm to the decision maker’s areas of interest. The methods to specify the deci-sion maker’s preference through a graphical user interface and how this information is considered by the search algorithm are part of the research. According to the design science research approach a prototype of a software tool has been implemented. The application features a graphical user interface whereby a user is able to specify the preferred objective range for solutions. Two variants of a method to enable the multi-objective search algorithm to consider these preferences have been implemented and tested on example problems. The validation through experiments shows that the proposed methods are suitable to reduce computing time to ﬁnd solutions in the preferred range compared to solving the problem without considering the decision maker’s input.
11 - Studentische Arbeit
How to support customer segmentation with useful cluster descriptions
(Springer, 2015) Witschel, Hans Friedrich; Loo, Simon; Riesen, Kaspar; Perner, Petra
Customer or market segmentation is an important instrument for the optimisation of marketing strategies and product portfolios. Clustering is a popular data mining technique used to support such segmentation – it groups customers into segments that share certain demographic or behavioural characteristics. In this research, we explore several automatic approaches which support an important task that starts after the actual clustering, namely capturing and labeling the “essence” of segments. We conducted an empirical study by implementing several of these approaches, applying them to a data set of customer representations and studying the way our study participants interacted with the resulting cluster representations. Major goal of the present paper is to find out which approaches exhibit the greatest ease of understanding on the one hand and which of them lead to the most correct interpretation of cluster essence on the other hand. Our results indicate that using a learned decision tree model as a cluster representation provides both good ease of understanding and correctness of drawn conclusions.
04B - Beitrag Konferenzschrift
How WEIRD is HCI?: Extending HCI Principles to Other Countries and Cultures
(ACM, 2015) Sturm, Christian; Oh, Alice; Linxen, Sebastian; Abdelnour Nocera, Jose; Dray, Susan; Reinecke, Katharina
A large majority of articles published at prominent HCI venues such as CHI and CSCW reports on studies with WEIRD (Western, Educated, Industrialized, Rich, and Democratic) participants, ignoring that the results might not apply to other subject populations. This workshop aims to have the following two main outcomes: (1) A list of major principles that HCI researchers often build on and that are unlikely to apply to users in other countries and cultures. (2) An action plan that describes how we can extend these previous findings, such as by collaborating across countries and cultures, conducting large-scale online experiments, or creating a culture of replications and extensions with more diverse subject populations. Furthermore, the workshop aims to establish an interest group with the goal to improve the external validity of HCI research and to inform the design of further research studies in this area.
04B - Beitrag Konferenzschrift
ICT-Berufe sind mehr als Technik
(07/2017) Resch, Dörte; Graf, Iris
Wie kann eine nicht-stereotype Berufswahl in den ICT-Berufen ermöglicht werden? Untersuchung des Images von ICT-Berufen, welches einen Zugang auch für so genannte untypische Personen ermöglichen soll.
01B - Beitrag in Magazin oder Zeitung
Identity resolution for fraud prevention
(Hochschule für Wirtschaft FHNW, 01/2015) Studer, Michael; Witschel, Hans Friedrich
The purpose of this master thesis is to find the best solution for identity resolution between social media networks and bank customers. With the contacts of the identified social media user it should be possible to identify fraud based on circular references of money transactions.The literature shows that identity resolution between multiple offline data sources is well researched. With the emerging social media networks the identity resolution between these networks was also deeply researched. Both problems can be solved by existing solutions. However, identity resolution between offline data and social media networks is not well researched, yet. The thesis is based on design research. In the different phases knowledge was gained trough literature research, interviews and meetings. An artefact was developed to evaluate and optimise the different algorithm variations. The final algorithm was then evaluated with a set of test data. In this work an algorithm is presented, which is able to identify social media users based on bank customer information with an accuracy of 80%. The key to a successful identity resolution lies within the similar data structure of the money transactions of a bank customer and the contacts of a social media profile. The best identity resolution was achieved with different weighting for the different attributes and by the normalisation of the transactions in addition to the normalisation of the name based on the name frequency.The conclusion of this work is that the thesis statement is confirmed. It is possible to correctly identify a person within a social media network based on the information availablefrom a bank customer.
11 - Studentische Arbeit
Kulturelle Unterschiede bei mentalen Modellen für Webobjekte
(31.03.2014) Heinz, Silvia; Linxen, Sebastian
Webseiten, die basierend auf den mentalen Modellen der Nutzer gestaltet wurden, sind für Nutzer leichter zu bedienen. Werden Webelemente entsprechend platziert, d.h. entsprechend den Erwartungen der Nutzer, können Fehler vermieden und die Effizienz der Interaktion mit Webseiten gesteigert werden. Bisherige Studien haben Daten über mentale Modelle verschiedener Arten von Webseiten gesammelt, jedoch stützen sich die Erkenntnisse dieser Studien auf Untersuchungen mit spezifischen Zielgruppen und berücksichtigen den Einfluss kultureller Aspekte nicht. Darüber hinaus hat sich die Gestaltung von Webseiten im Laufe der Zeit verändert und die erhobenen mentalen Modelle könnten veraltet sein. Um diese Einschränkungen zu beheben, wurde eine Onlinestudie durchgeführt und die mentalen Modelle der Nutzer verschiedener Kulturen und Länder erfasst. Die Studienteilnehmer wurden gebeten, mit den gängigsten Webelementen (z.B. Navigation, Suchfeld) die Struktur einer für sie typischen Unternehmenswebseite, eines Nachrichtenportals und eines Online-Shops zu skizzieren. Diese mentalen Modelle wurden verglichen und länderspezifische sowie kulturell bedingte Unterschiede herausgearbeitet. Die Erfassung aktueller mentaler Modelle unter Berücksichtigung kultureller Unterschiede bietet die Möglichkeit, eine Vorlage für die Platzierung von Webelementen zu schaffen, die beim Design von erfolgreichen, länderspezifisch angepassten Websites zu Hilfe genommen werden kann.
06 - Präsentation