UKUPA Event - Designing for Emerging Markets, Internationalisation & Culture

Event Info

Thu 21 Oct, 2010 from 6:30pm - 9:00pm
Sapient Nitro
8 Spital Square
London, E1 6DU, UK (Map)
Cost: Free


Sponsored by Flow, Amberlight and IWIPS2010, the evening will showcase a small cross section of the work that is currently being carried out in the industry and academia in designing for cultures and internationalisation. The variety of presentations should provide some insight into the depth and breadth of work being done in this space and provide some background to IWIPS2011.

The presentations will cover practical case studies for international testing and the design of systems that must accommodate a large geographic range of cultures and business norms. The research will demonstrate the wide variety of valuable research being conducted in and for different cultures.




  • Souleymane Camara (Flow Interactive)
  • Myth-Busters: Exploring the Socio-Technical Context of Technology Adoption, Acceptance and Use in Africa”
  • Elisa del Galdo (Flow Interactive)
  • IWIPS2011
  • Khulood Rambo (University of Reading)
  • From Social Norms to Culture-Sensitive E-commerce Design”
  • Dr. Sarajvit Rihal & Mark Parnell (Amberlight)
  • A Guide to Conducting International UX Projects”
  • Matt Theuma (Flow Interactive)
  • "Designing and Intranet for an International Multimedia Company"



About the Speakers


Elisa del Galdo MSc, Director of User Experience, Flow Interactive

Elisa has been a user experience (UX) practitioner, researcher and instructor for over 20 years and is widely published on UX methodology and internationalisation. During her career, she has worked on over 100 interaction design projects in a wide range of industries, media and interaction types, including Internet, intranet, web-based applications, speech and language user interfaces, and mobile applications.

Elisa has had many research papers and journal articles published, presented workshops at ACM SigCHI and BCS HCI on designing speech user interfaces and contributed to and edited books on the Internationalisation of products and systems. She has also published on methodology, and the design of speech user interfaces and been interviewed and quoted for articles in Computing and the International Herald Tribune. Most recently Elisa has been a speaker for UPA UK events and spoke at InternetWorld 2007 and 2008 and co-presented a tutorial at UPA International 2010.  Elisa is the co-founder and past President of Products and Systems Internationalisation Inc., the organizers of the International Workshop on the Internationalisation of Products and Systems.


Souleymane Camara MSc, User Experience Consultant, Flow Interactive

Souleymane has over 7 years of cumulative experience in interactive instruction design, teaching and learning in higher education, research and publication.

Prior to Flow, Souleymane worked for several years as an Interactive Education Consultant for different international organisations in various African countries designing, training and producing interactive radio programmes and social campaigns. He also worked as a freelancer designing and implementing dynamic web applications for effective and efficient user experiences and business processes for a number of businesses.

Souleymane is also a dedicated researcher in the field of Human-Computer Interaction (HCI), where he is interested in interaction design with an emphasis on participation and evaluation of socio-technical issues, multi-disciplinary, context and culture within geographically diverse settings. He is well published in this area and is currently completing a PhD in HCI, investigating the acceptance, adoption and use of information and communication technologies in developing countries.

Matt Theuma MSc, User Experience Consultant, Flow Interactive

Matt has a range of experience with user-centered design, both on the web and with interactive products. Before joining Flow, Matt worked on a number of research, testing and interaction design projects with clients such as the BBC, Microsoft and Amadeus.

Although Matt has always been an advocate of products that provide a great user experience, it was a research and design project focusing on web accessibility that first drew Matt into the field of user experience design. Matt's key areas of interest now include: user research, interaction design and emotional design.

Matt has an MSc in Human-Computer Interaction with Ergonomics from University College London and a BSc in Information Management and Computing from Loughborough University.


Saravjit Rihal PhD, MSc, Senior Consultant, Amberlight

Whether teaching undergraduates in Texas as part of his PhD, developing EDS’s traffic control system or running a prototyping team based in India (while still in the UK), Saravjit’s calm, confident manner conceals a burning passion for all things Human Factors - this is what makes him one of Amberlight’s leading consultants.

His work interests cover internationalism, localisation and ethnography, as well as a special understanding of mobile devices. He is also the office’s unbeaten Nintendo Wii tennis champion. Outside of work, Saravjit is an enthusiastic photographer, enjoys travelling and claims to be a Nottingham Forest fan.


Mark Parnell MSc, Consultant, Amberlight

Mark has always enjoyed experiencing something new, whether it’s some exotic foodstuff or the latest social network. Combined with his background in psychology and philosophy, Mark has an aptitude foranalysing what works (and what doesn’t) in such novel experiences.

He then took an MSc in Human Computer Interaction at UCL, where he completed his thesis on videogame player experience, working in conjunction with Sony. The result is someone with a love of all things UX – from web to mobile to videogames, Mark is dedicated to improving the user experience. Mark currently loves eating phở and drinking rooibos, both habits picked up from his travels.



About P&SI and IWIPS

Product and Systems Internationalisation (P&SI), Inc. – is a non profit organisation that organises each year an International Workshop on Internationalisation of Products and Systems (IWIPS) dealing with international adaptations and cross-cultural issues of product and systems development.

The intention of IWIPS was to provide an open forum for individuals interested in a wide variety of Internationalisation issues, such as usability, product design, UI design, ethnography, and cultural data collection, providing a forum for exchange of information and learning. IWIPS attracts academics, researchers, product developers, human factors specialist, and HCI specialist with an interest in wide variety of Internationalisation and localisation issues. 



Date:Thursday, 21st October

Location: Sapient Nitro, 8 Spital Square, London, E1 6DU

Time: 6.30 for 7pm


We are looking forward to seeing you all there. If you have any queries about this event then please contact either Chandra (accessibilityatukupa [dot] org [dot] uk) or Stuart (eventsatukupa [dot] org [dot] uk).

There is no charge for UPA members or presenters. For non-members the cost is £10, and for student non-members £5, payable on the door.

Remember to follow us on Twitter @UKUPA


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