Overcoming the language barrier for tourists in Seoul

MDes Exploration / William Ash

Overview

Research questions

Aims

STAGE ONE: TOURISM

Current situation

Problem areas

STAGE TWO: LANGUAGE BARRIER

Literature review

Autoethnography

Observation

Participation

Interviews

Smartphones and tourism

STAGE THREE: DINING

Aspects of dining

Literature review

Autoethnography

User segmentation

Observation

Heuristic evaluation

Universal visual language

CONCLUSION

Research findings

Potential outcomes

Storyboard scenario

Design suggestions

Where next?

References

Contents

Project overview

Stage one

General topic

Stage two

Topic categories

Stage three

Subcategories

Tourism

Information

Accommodation

Awareness

Transportation

Mistreatment

Cultural difference

Way-finding

Language barrier

Transportation

Communication

Finding information

Way-finding

Dining and restaurants

Food information

Ingredients

Dining etiquette

Secondary

Journals and articles

Secondary

Journals and articles

Primary

Autoethnography

Interviews

Observation

Participation

Secondary

Journals and articles

Primary

Autoethnography

Observation

Research questions

What are the difficulties tourists in Seoul face concerning the language barrier, and how can they be overcome?

What is the most common cause of difficulty?

What are the current solutions available to aid overcoming the language barrier?

What improvements could be made in order to improve the tourist experience?

How do my own experiences compare to primary and secondary research?

I decided to focus this term on tourism in Seoul,

and chose to research the current tourism

experience, and the potential ways it could be

improved or adjusted.

I wanted to be practical in my visit to SADI

and utilise my current circumstances and

surroundings into my second term work.

TOURISM

SEOULIN

AimIdentify a common tourist issue, and create solutions which could improve the experience.

Use an ethnographic and autoethnographic research approach.

• Increase in tourists, partially due to Hallyu/

Korean wave (kpop, kdrama, culture)

• Popular destination for medical tourism

• Excellent shopping facilities

(Index Mundi, 2015)

Tourism in Korea

What is the current situation?

“The new ‘Imagine Your Korea’ campaign

encourages travellers to engage with the

latest trends in Korea, and indulge in our

history and traditions.”

• Tourism campaign utilises Kpop artists to

help promote Korea

• Encourages a very free and open image of

Korea with many possibilities

• “From modern skyscrapers and neon lights

to Buddhist temples, palaces and pagodas,

Seoul is a fascinating mix of old and new.”

• Becoming a more on-trend place and

ranking on top destination lists

1. Siem Reap, Cambodia

2. Hanoi, Vietnam

3. Ubud, Indonesia

4. Bangkok, Thailand

5. Kathmandu, Nepal

24. Seoul, South Korea

25. Taipei, Taiwan

Based on the quality and quantity of traveler

reviews, taking into account quality, service,

staff, food and location.

Top 25 Destinations in Asia

(Breaking Travel News, 2014) (Trip Advisor, 2015)

THE SHAMEFUL REALITY OF

TOURISM IN KOREA (MBC, 2014)

FINDING ITS PLACE ON THE

WORLD STAGE (McKinsey, 2010)

“More than 12 million tourists visit Korea

every year... [showing] huge growth for

the tourism industry in Korea. However,

only 40% of those tourists visit Korea

again. In other words, 6 out of 10 don’t

come back to Korea.”

“South Korea lacks a cohesive,

differentiated brand in the minds of

those outside the country. There is

no touchstone that brings to mind an

idea, or a feeling, about the country; no

symbol that inspires trust or affection.”

Tourism in Korea

Identifying problem areas

• MBC reported that a majority of people do

not return to Korea

• Challenge to find affordable accommodation

• Failing quality assurance systems

• Lack of tourism infrastructure

• Lack of awareness of the country elsewhere

in the world, outside of those people who

have a previous interest in Korean culture

• Positioned between ‘three titans’: China,

Russia and Japan

KOREA’S ARRIVALS UP, TOURIST

POLICE NEEDED (WSJ, 2013)

“I was new to Seoul. I didn’t know

the directions or language, so I was

intimidated by him,” she said. “He saw

that I was a foreigner and probably

presumed he could make a quick buck.”

• Mistreatment of foreigners causing negative

experiences and complaints

• As tourist number increases, so do issues

• Illegal taxis and overpriced goods

• Information

• Accommodation

• Cultural differences

• Facilities

• Language barrier

• Mistreatment

• Way-finding

• Awareness

“A figurative phrase used primarily to indicate the difficulties faced when people who have no language in

common attempt to communicate with each other.”

The language barrier

“In the poll, 57% of Chinese respondents

selected the language barrier as the biggest

shortcoming during their visit to Korea.”

(The Korea Times, 2014)

“The dilemma of foreignness comes down to

one of liberty versus fraternity—the pleasures of

freedom versus the pleasures of belonging.”

(The Economist, 2009)

“The most generally satisfying experience of

foreignness—complete bafflement, but with no

sense of rejection.” (The Economist, 2009)

“Experiencing a language barrier seemed to be

interpreted as guaranteeing the authenticity of

the local experience.” (Watanabe, 2014)

Transcending the barrier

Positive aspects Negative aspects

Issues caused Overcoming the barrier

Sense of freedom

More authentic experience

Sense of fun

Improved alternate communication

Restricting

Little sense of belonging

Potential cause of danger

Deciding factor for visiting

Visuals

Body language

Facial expressions

GesturesTransportation

Conversing with locals

Difficulty finding information

Way-finding

Dining

Guessing

Google translate

Search for visuals

Ignore and move on

Ask for help

Positive

Negative

Language barrier top among foreign tourists’ complaintsKOREA TIMES, 2015

“Visitors to Korea say the language barrier is the greatest

inconvenience they experience, according to a recent survey [...] High

travel expenses, poor tourist information services, charmless tourist

attractions and food were also included on the list.”

“Communication, not just in English, but other languages too should

be possible at tourist spots such as shopping centers, restaurants

and public transportation hubs because the number of visitors from

non-English-speaking countries is growing, especially China,” said a

researcher at the institute.”

“Another survey taken by 3,024 foreigners by the Visit Korea Committee

between September and October last year showed that 66 percent of

them complained about the language barrier. Most of the complaints

came from tourists from Asian countries such as China, Taiwan, Japan,

Malaysia, India, Singapore and Thailand.”

• Relevant and recent news article which

highlights language barrier as the most

common tourist issue when visiting Korea.

• Survey conducted by the Korean Culture

and Tourism Institute, and asked 12,000

foreigners from 16 countries.

• Notes the importance of communication

in a multitude of languages to cater for the

wide range of visitors.

• A large majority (66%) complained about the

language barrier in a variety of situations.

Literature reviewThe Role of Language in Shaping the International Cultural

Tourism Experience of Student-travelers

by Avina Ramnani (2012)

This paper explores how language can affect an experience abroad for

students. Ramnani interviewed participants about positive and negative

language barrier experiences, creating a model to explore how a lack of

language fluency prevents relationships being forged.

“Fluency in the local language was regarded as a facilitator of positive

experiences, whereas lack of knowledge of the local language created a

language barrier that inhibited positive experiences.”

“Basala and Klenosky (2001) argue that tourists who seek familiarity,

security or reduction of perceived risk when they travel are less likely to

visit countries where they are unable to speak the local language, and

concluded that fluency in the destination’s language was a determinant

of some people’s choice to visit.”

““Learning to order a cup of coffee”, something that has come to

represent tourist language learning, has been looked upon as frivolous

and not up to par with serious language teaching (Phipps, 2006).”

Young Korean Tourists in Japan: Experiencing Language Barrier

for Travel Satisfaction

by Yukinori Watanabe, Haruo Orito and Ryotaro Suzuki (2014)

This paper discusses the experiences of Korean tourists in Japan,

examining how well Japan caters for foreign visitors and the measures

that could be taken to better accommodate tourists. The participants

noted both positive and negative aspects of a language barrier.

“Although it seems that these language issues for Koreans have become

too complicated for the Japanese government and enterprise to identify,

it is important to realize that eliminating the language barrier is not as

simple as translating signs.”

“It was impossible to order because we could not read the menu. We

thought we could point to pictures. But the shopkeepers were behind a

counter in the shop and the menu was outside, so we couldn’t point [...]

the main problem was language barrier.”

“They sought out the ‘backstage’ of tourist sites to gain authentic

experiences. The cultural gap and lack of information intensified the

degree of the experience of the language barrier.”

“A form of self-reflection and writing that explores the researcher’s

personal experience and connects this autobiographical story to wider

cultural, political, and social meanings and understandings.”

Acting as both a tourist and a design researcher, documenting issues

and experiences faced related to the language barrier regarding

transportation, dining, cultural differences and tourist attractions.

The initial account was written as a diary study and photo journal,

and this was used to gather key thoughts and questions. The full

autoethnographic account is available on my PDP.

How am I supposed to know which bus to take?

Do the bus numbers correlate to each other?

I wonder how people find out about the T-Money card or app

Do I need to scan the card when I leave the bus too?

What happens if there isn’t enough money on my card?

Why are only some announcements read out in English?

I wonder what these numbers mean on the subway floor...

How do I know which side of the subway platform to go to?

How would I cope at this restaurant if I was alone?

I wish I could ask for a recommendation

I hope this dish doesn’t have shrimp in it...

How do I know what ingredients are in this dish?

Why does the restaurant have English signs but no menu?

Will the staff expect me to attempt to speak Korean?

Is there any more English information available?

If I got lost here, what would I do...?

I wonder if they have translators available for this tour

How do I ask where the bathroom is?

How can I navigate this map?

They recommended an app, but it’s only in Korean

What is the correct way to bow when meeting people?

Am I considered rude if I do not attempt to speak Korean?

Autoethnography / Tourism issues

When way-finding, many tourists still relied on a

paper map alongside their smartphone.

Trusting a physical printed document over a

potentially unreliable phone - something official

provided by a tourist office.

Witnessed people trying to decipher the

T-Money card reloading machine.

Causes delays in travel as well as added

frustration and confusion.

Observation / Cause and effect

Witnessed tourists getting lost even right next to

the tourist information guides in Insadong.

Perhaps a lack of awareness of the guides, or

unsure if the information would be available in

their language.

Dominance of Chinese tourists, supporting the

previous secondary research I had conducted.

This contributes to an increasing need to provide

sufficient information for foreign visitors, in order

to continue tourism benefitting the economy.

I visited numerous locations known to be popular with tourists following my secondary research

using Seoul guidebooks and ‘Top 10’ lists. Prior to observation, I prepared a rough guideline of

information to look out for.

• Which languages did we overhear?

• What is the concept of this attraction?

• What kind of benefits does this attraction provide tourists?

• Does it cater well to foreign visitors?

• What medium of help did people use?

• Did the tourists experience difficulties?

• Is the information at the tourist attraction available in multiple languages?

Some areas are more developed than others in

order to cope with foreigners. In Itaewon, some

menu signage is primarily available in English,

This may encourage tourists to visit one place as

opposed to another, or even avoid certain areas

if they have become too tourist-friendly.

Tourist offices were visited by both foreign and

Korean people, emphasising their versatility and

range of communication methods.

Witnessed tourists having difficulty navigating

a map near Gyeongbokgung Palace. Other

languages were available but perhaps not

clearly marked.

Causes stress for tourists, which may mean they

miss out on a visit somewhere due to a lack of

coherent information.

Witnessed people using a guidebook to find a

specific restaurant, before deciding to eat there.

Trusting a recommendation, perhaps knowing

the menu would be available in their language,

or the restaurant was tourist-friendly.

Witnessed use of broken-down phonetics on

some restaurant signage

This may improve pronunciation and assist

tourists in ordering food more easily

Multiple usage of Korean language written with

roman characters instead of Hangul

This may demonstrate a restaurant prioritising

its foreign visitors by providing an easier way of

reading the dish names

Both examples were displayed on restaurant

windows, but neither were paired with a

translation or a visual element so people know

exactly what food they would be getting.

Observation / Way-finding

• Hierarchy shows Korean, English

and then Chinese and Japanese

• Visual symbols are used to

highlight public services such as

the subway

• Directional arrows and

numerical data assist in helping

the way-finding process

• Map has an English title but then

uses only Korean in the diagram

• Toilet symbol is used - perhaps

highlighting the most important

way-finding indication

• Difficult to use if searching for a

specific location

• Bus stop signage is provided

solely in Korean, only using

English if the stop is located

near a subway station

• Difficult and confusing to

understand due to the large and

complex influx of information

• No support for other languages

• Map provides Korean and

English, but no other languages

• Includes recognisable visual

symbols to aid understanding

Observation / Use of visual languageI observed some of the current usage of visual

language as seen on signage around Seoul.

There were many familiar icons which appear

to have a universal understanding, such as the

toilet symbol or the standard red circle and

strikethrough to indicate something must not be

done. Some of these examples were presented

without a descriptive counterpart, assuming the

viewer will understand the intent.

In some locations such as Insadong’s tourist

office and Coex Mall, unique symbols had

been created to convey information which

could assist a viewer if they could not speak the

languages available. These symbols included

more specialised messages such as ‘mall’ and

‘art hall’. These symbols were not particularly

helpful alone, but rather illustrated the textual

explanation to further improve understanding.

Following observation work, I conducted

participation and roleplaying exercises in order

to understand the experiences of a tourist. My

autoethnography work was conducted primarily

as a tourist, but the participation positioned

myself as a researcher. I prepared a rough

guideline prior to beginning my research.

• How effective are the tourist offices in

providing information?

• How easy is it to navigate on the subway

and on the bus?

• What unexpected issues might tourists face?

• How might a tourist feel when faced with

difficulties? How are these overcome?

Participation / Roleplaying

Visited tourist attractions and tourist offices

using various transportation methods in order to

understand the facilities and materials available

to tourists.

Used public transport and noted the ease of use,

the available signage and the navigational aids.

Visited restaurants with a range of menu types -

Korean, Korean/English and menus with visuals.

Visited tourist offices during roleplay

exercises and requested information and

recommendations in English, as well as

directions when I lost my way which put my

mind at ease. Staff provided me with a map.

Utilised available way-finding signage to help

find destinations, evaluating the ease of use.

Without the subway application, my journey

would have been made more difficult.

While some signage contained Korean, English,

Chinese and Japanese, other signage simply

contained Korean, English and accompanying

visuals. The example on the left begins with

multi-language translations, but then reverts

back to icons with just English, perhaps

assuming a universal understanding.

InterviewsI conducted fifteen semi-structured informal

interviews with English-speaking tourists of

various nationalities at different attractions

around Seoul.

• Insadong

• Myeongdong

• Gyeongbokgung Palace

• Itaewon

• Hongdae

The interviews were a random sample, aiming to

find out the common tourism issues, the

pre-arrival preparation and the coping

mechanisms when issues arise.

1. Are you visiting Korea?

2. Have you visited before?

3. How long are you staying?

4. Do you speak or read Korean? What

is your level of understanding?

5. Did you practice the language before

you arrived?

6. What issues have you had with the

language barrier?

7. What has been the biggest cause

of difficulty?

8. If you are unable to understand

information, what do you do?

9. Have you visited any of the tourist

information offices? If yes, were your

issues solved?

Female 18 France

Female 37 Italy

Male 43 Germany

Female 19 USA

Male 34 Russia

Male 39 Italy

Female 22 UK

Female 40 USA

Male 49 Ireland

Female 32 UK

Female 22 UK

Male 29 India

Male 40 Indonesia

Male 54 UK

Female 38 Phillipines

Interview results / Charts

What has been the biggest cause

of difficulty?

If you are unable to understand information,

what do you do?

Did you practice the language

before you arrived?

Nine participants said no, and six participants

said a little. None of these six participants felt

strongly enough in their ability to respond with a

full ‘yes’, only telling me that they had practiced

a ‘few basic phrases’.

Six responded that they would use Google

Translate, and six would simply guess. Three

people said they would ask other people,

such as Korean friends they knew. The use of

translation software indicates a reliance on

smartphone usage to solve problems.

Five people stated that ordering food at

restaurants was their biggest language

barrier issue, followed by four people saying

transportation. Two people said communicating

with locals, and it should be noted that four

people said they had no major difficulties - this

was found to be mainly due having Korean

friends assisting them throughout their visit.

Interview results / Word cloudsDo you read or speak Korean?

Did you practice the language before you arrived?If you are unable to understand information, what do you do?

I used the interview answers to create word clouds to find the common

responses to the questions I asked. The data provided was a little more

than yes or no, and gave me a deeper insight into the feedback. The

largest word is, unsurprisingly, ‘no’ in response to whether the language

was spoken or practiced. The other large words indicate phrases learnt,

the level of practice and sometimes reasons why.

This cloud suggests there were attempts to practice the language, but it

seemed to not be a priority for these tourists visiting Korea.

There was a strong prominence of Google Translate to solve language

problems, followed by ‘guess’, ‘people’ and ‘friend’. Some participants

noted that they had attempted to practice the language, so they stated

they would try and read the Hangul to assist them.

This suggests an emphasis on smartphone usage, but also on simply

guessing in order to make decisions.

What issues have you had with the language barrier?

What has been the biggest cause of difficulty?

While ‘difficult’ was the most dominent word, it is

clear that ‘eating out/restaurants’ and ‘transportation’

(namely bus) were the biggest problems for tourists

based on the interview results. Numerous other

issues appear, such as ‘signage’, ‘communicate’ and

‘subway’, highlighting a range of issues.

“The biggest difficulty has been restaurants and food - menus with no translations.

I will honestly pick a restaurant based on whether they have an English translation.”

“Transportation was often difficult, especially the bus, because I found it difficult to

know areas where signs were only written in Korean. Food was often very difficult.”

“We haven’t had many issues, we’ve played it safe. We manage by pointing!”

“So far we’ve had some difficulty with transferring on the subway, the signage is

difficult to understand. The bus service is very confusing, the signs are not in English.”

“I was unable to form relationships easily, and it was difficult to communicate needs

such as where the toilet was.”

“Eating out has been an issue, ordering food with no English on the menu.”

Key interview quotes

Affinity diagram / Analysing research

I used affinity diagram techniques to document

and map all of my findings from interviews,

observations, participation and autoethnography.

The main four issues were written on pink, the

sub-issues written on yellow and then existing

solutions or workarounds on white.

This technique allowed me to visualise my

findings so far, accounting for all information

I had discovered, both major and minor. The

issues became categorised into four major

areas: communication issues, transport issues

(divided into bus, subway and taxi), dining

issues and way-finding issues. Language barrier

issues relating to the dining experience stood

out as a prominent cause of problems, as well

as bus travel which was hindered by a lack of

appropriate signage.

The research method enabled me to analyse my

findings and divide the language barrier issue

into smaller subcategories which would inform

my decision about which problem area to direct

my study towards.

Through further secondary research, I found the

use of smartphones when travelling is becoming

increasingly prominent, assisting with both

pre-arrival needs (such as booking flights

and hotels), and post-arrival needs (such as

translation and way-finding).

The results of interviews, observation and

participation and autoethnography demonstrate

a prominent use of smartphones, namely for

translation and way-finding.

I explored the current smartphone situation

and the ways they have been reinventing the

tourism experience. This research allowed me to

consider some form of smartphone integration

in a potential design outcome I may create.

Smartphones and tourism

(Text100, 2012 / Business Insider, 2013 / BBC News, 2014 / Irish Times, 2015 / Wang, 2013 / Dickinson, 2012)

Participation / Smartphone integrationI studied the available opportunities for

smartphone involvement at a specific tourist

attraction. Many signs have QR codes but no

explanation of the information they would

provide the user. The first QR code (left) was

scanned and lead to an unavailable website. The

second attempt (middle) was printed on a tourist

map, and connected the user to an information

website about the attraction. It was available

in English, Korean, Chinese and Japanese and

contained a map, image gallery, videos and a

soundtrack. The third instance (right) bizarrely

directed users to a completely unrelated

website. It appears the technology is in place

but it is not updated often and or used to its full

potential. The signage should be more specific

about the information it provides in order to

encourage users to participate.

Dining

The ‘restaurant experience’ issue involving

ordering meals and understanding the

menus is one that reappeared multiple times

in my research. Interviews highlighted this

as a common issue, claiming the language

barrier hindered their restaurant experiences.

and it is supported by my observation and

autoethnography work.

I chose to focus on ways to overcome

the language barrier issue when eating at

restaurants, focusing on providing knowledge of

the food being ordered.

I conducted further primary and secondary

research to delve deeper into this refined area

and gain an understanding of this specific issue.

“What should I do if I don’t understand?

Dining experience

Guess

Ask for help Go elsewhere

Use translation service

Look for visuals

Staff

Local friends

Other diners

Negative experience

Unlikely to return

Embarrassment

Random selection

Point to a dishGoogle Translate

Phrasebook

Photos

Wax models

Find images online

Aspects of diningIn my research, the notion of dining difficulties

stretched beyond simply the language

barrier. While still a large component, a dining

experience could be also hindered by cultural

difference and a lack of understanding about

the etiquette.

Overcoming the language barrier is a gateaway

into a deeper comprehension, which in turn may

make the other difficulties seem less intense or

overwhelming. There appears to be three main

stages of understanding when eating at a foreign

restaurant which are detailed on the right.

All three stages have issues with the language

barrier, but they are connected to other

problems such as knowing how a dish should be

eaten, and the dining culture.

1. Understanding the menu

Names of dishes translated into an

understandable language

2. Understanding the dish

What it is and the ingredients

3. Understanding the etiquette

How the food was prepared, and

how it should be eaten

Guess, use Google Translate,

ask someone else

Look for visuals, search online,

ask someone else

Ask someone else, watch others,

search online, guess

The Impact of Language Barrier & Cultural Differences on

Restaurant Experiences: A Grounded Theory Approach

by Ellen Eun Kyoo Kim and Anna S. Mattila (2011)

This paper documented a study into how the dining experience is affected

by language barriers. Korean diners were interviewed about intercultural

service encounters, describing their expectations, actions and emotions. A

concept model was created to illustrate the restaurant experience.

“The issue of language barriers is particularly critical during intercultural

service encounters. Intercultural service encounters, where the customer

and the service provider are from different cultures, is very common in

the service sector.”

“All interviewees pointed out language barrier as the main reason

for stress. Interviewees mentioned that the difficulties in expressing

themselves or understanding what the servers were saying were the

main problems”

“Most of the cultural differences in the dining experience reflected

the different restaurant systems in the U.S. and Korea. Customization

(ordering system) was the main difference that Korean ESL customers

found difficult.”

Cultural Awareness of the Consumers at a Chinese Restaurant:

An Anthropological Descriptive Analysis

by Robert Guang Tian (2001)

This paper examined diners at a Chinese restaurant in America,

interviewing customers about their experiences, the staff, the food and

their cultural awareness of the environment they were eating in, and

whether this awareness aids their decisions.

“The central task for this research is to describe and understand why

customers are coming to this restaurant for food consumption. Do they

have any knowledge about Chinese culture and food? Does it help the

consumers become knowledgeable about Chinese culture and food by

visiting this restaurant?”

“All the waitpersons realize the importance of oral communications with

the customers but due to their poor language skills they simply cannot

express themselves clearly in English, nor are they able to understand

others in English very well.”

“People with different cultural backgrounds will consume different

foods in different manners and habits. These differences are presented in

terms of basic ingredients from which food is prepared; the ways in which

it is preserved, cut up, cooked; the amount and variety at each meal; the

tastes that are liked and disliked; the customs of serving food, and so on.”

Literature review

“Emotional responses experienced

most frequently were anxiety,

fear, and embarrassment. They

were anxious due to a lack of

knowledge such as not knowing

the type of food, or not knowing

what to answer when servers

asked questions.” (Kim, Mattila)

During my secondary research, I found this

conceptual model examining the impact of

language barriers and cultural differences on

the restaurant experience. The model was built

following a series of interviews with ESL (English

as a Second Language) customers who had

experienced intercultural service encounters.

While my topic focuses on non-Korean speakers,

the emotional reaction and language barrier

issue remains the same.

The model provided me with a breakdown of

the various stages which stem from a lack of

understanding, showing the multiple problems,

reactions and emotions felt. It gave me a basis

of restaurant experience which I could use

to reflect on my own experiences. However,

I feel it could be improved by incorporating

information that I discovered from my research.

This have been added to the model in blue.

(Kim, Mattila, 2011)

The Impact of Language Barrier & Cultural Differences on Restaurant Experiences: A Grounded Theory Approach

Expectation:

Food

Price

Service

Stressor / Barrier Stress / Problem Reactions Coping Behaviour Evaluation

Language:

Speaking

Listening

Cultural difference:

System menu

Service style

Eating style

No translated/visual menu

Sense problems

Communication

Accuracy

Purchase decision

Emotional:

Embarrassment

Fear

Anxiety

Cognitive:

Confusion

Behavioural responses:

Ask (server/friends)

Not ask

Depend on others

Blame (self/other)

Use Google Translate

Use guidebook

Satisfaction

vs

Dissatisfaction

Return

Try new restaurant

Experience and knowledge

Learning process

PERSONAL THOUGHTS

How would I cope at this restaurant if I was alone?

The food is great and the staff are friendly, but I feel so limited

COMMUNICATION

I wish I could ask for a recommendation

How do I ask about food allergies?

I think the staff only speak Korean

Will the staff expect me to attempt to speak Korean?

FOOD QUERIES

I hope this dish doesn’t have shrimp in it...

What kind of meat is in here?

How do I know what ingredients are in this dish?

I wonder how spicy this food will be

I have no idea what vegetable this is

Raw meat? Raw egg? Is this safe?

ETIQUETTE

Am I supposed to mix these side dishes?

Are these side dishes for everyone to share?

I think I’m supposed to mix this together...

Is it disrespectful to ask for a knife and fork?

Should I wait before I begin eating?

TRANSLATION

Should I ask for an English menu, just in case...?

How do non-English and non-Korean speakers manage?

Why does the restaurant have English signs but no menu?

Google translate doesn’t seem to know this dish

It will take to long to find this in a guidebook

Autoethnography / DiningI completed further autoethnography to study the dining and restaurant

experience in more depth. When visiting restaurants, I noted down any

personal thoughts and feelings in order to document the language barrier

related issues I was experiencing.

These were divided into various categories to highlight personal thoughts

and queries about communication, food, etiquette and translation.

Categorising these thoughts allowed me find whether the issues were

related to a lack of understanding, the food itself or perhaps the dining

culture associated with eating in Korea.

User segmentationThe Google Translator

Following analysis of my primary and secondary research, I

was able to divide the tourists visiting restaurants into four

categories, based on how they cope when dining in Seoul.

The four groups have been inspired by people I met,

interviewed and observed, as well as my own experiences.

This segmentation allowed me to divide tourist diners into

groups in order to better understand their individual needs. A

design outcome will need to have some use to each of these

segments, by making the experience easier and providing more

dining information to all of them.

Heavy use of translation service or

guidebook when eating and ordering.

Researches etiquette and dining style,

and prefers to be well-prepared.

Reliance on friends and peers to make

the experience easier. Studies what

other people are doing in order to

make decisions. Unable to cope alone.

Decisions made by choosing anything,

regardless of whether they understand.

Points to random menu choices and

visuals. Learns by experience.

Will not dine at a restaurant if the

menu is unavailable in their language.

Must be sure about the ingredients in

their meals. Likes to be informed.

The Friend Relier

The Point-and-Guesser The No-English, No-Eater

Observation / Analysing menu design

English titles and

restaurant description

No images aside from

one ambiguous vector

Potentially important

extra information

Only available in Korean

Two menus to decipher

(food and drinks)

Both vertical and

horizontal alignment

No visuals

I conducted observation at various restaurants

in Seoul in order to assess the current materials

available to assist a tourist in making a decision.

I documented both positive and negative menu

examples in order to fully understand how they

affected the restaurant experience.

Seemingly mportant

information is noted

Food name is available in

English and Korean

Large clear photographs

Photographs show food

Main titles available in

English and Korean

All other information is

only displayed in Korean

The menus varied widely in the information they

provided. The most helpful examples provided

large visuals and translated text, allowing users

to clearly view the food and undersand what

they were ordering. The average examples

provided some English titles and small images,

but no further description. The least helpful

examples provided text solely in Korean,

sometimes written in a vertical format, and no

corresponding visuals. Others used English

titles and restaurant descriptions, but then no

translation of the actual menu itself.

Heuristic evaluation / VisitKorea app

After my research indicated a prominence of

smartphone usage during travel and a reliance

on Google Translate when faced with language

issues, I wanted to explore some of current

available applications which could assist tourists

in finding out more information in their

own language. I conducted heuristic evaluations

of the VisitKorea dining application and Google

Translate application, according to Nielsen’s

heurists for UI design. This study aimed

to examine the features and usability and

potentially influence a future design suggestion.

The VisitKorea app is a very comprehensive

guide for tourists, providing information about

attractions, dining, hotels, courses and shopping.

For the evaluation, the dining section was

focused on. To access information, the dining

button is selected, along with the type of cuisine

desired. For a Korean dining experience, there

is a range of restaurants to choose from. When

one is selected, the user has access to a map,

a brief overview of the menu options and an

introduction to the restaurant. There is also a

photo gallery of restaurant interiors and food

options, as well as contact information.

In terms of flaws, the information provided is

a little brief. The app is ideal for choosing a

restaurant as a map and directions are provided

to aid way-finding. The menu information is

limited, and once the user is at the restaurant,

the app can no longer help them make dining

decisions and ensure a positive experience.

The app has many capabilities outside of just

dining, so the information provided cannot be

overly detailed for every section. In terms of

usability, the evaluation demonstrated its ease of

use and excellent navigation system.

Visibility of system status

A loading circle clearly indicates when

information is being prepared, notifying users of

the status of the task at hand.

Match between system and the real world

Icons are very familiar, notably the ‘home’, ‘map’

and ‘download’ symbols are all well-known. The

interface acts as expected in a responsive and

clear manner.

User control and freedom

App responds to the ‘back’ button to return to

the previous page, and there is a sliding menu

which can be activated quickly to relocate to a

different section. There is also a ‘home’ button

to navigate back to the start-up screen.

Consistency and standards

The design style is very consistent, with the

colour scheme and typefaces corresponding

well with each other across all sections.

Error prevention

The only errors I feel could occur would simply

be a result of having too much information

available to the user. The material is vast and it

is easy to scroll through information and images

for a long time. However, the buttons make it

easier to return to the beginning.

Recognition rather than recall

The app can remember locations in order to

deliver personalised results. There is also a

download function where images, maps and

information can be saved within the app for

easy offline future access.

Flexibility and efficiency of use

As mentioned previously, it is sometimes

overwhelming to use due to the information

available. For example, there are profiles of

460 Korean restaurants. However, when the

searches are narrowed down to location and

further preferences, the app is more efficient.

Aesthetic and minimalist design

The start-up screen can appear a little cluttered

as it features many elements, including an

animated photo viewer and social media

connectivity. In terms of design, it is very clear

and uses an attraction colour scheme.

Help users recognize, diagnose, and recover

from errors

Errors can be overcome by tapping the menu

button and navigating to another area of the

app. If there are any app issues, a message is

clearly displayed on the screen.

Help and documentation

The help section is found by going to the ‘more’

button, and then scrolling to find the FAQ

section. The in-app help topics are limited, but

there is a link to the app’s website in the ‘About

the service’ section which can provide more

help information.

Heuristic evaluation / Google Translate app

In my primary research, the main translation

service which was referenced was Google

Translate. It is the leading service of its kind,

providing “a billion translations a day for 200

million users” (CNET, 2013), and with such global

exposure it appears difficult for competitors to

gain popularity.

I completed the heuristic evaluation for the

photo-scanning capabilities of Google Translate,

as tourists may not have a Korean language

keyboard pre-installed on their smartphone

before arriving, thus relying on photos instead.

The material used was a takeaway menu in order

to replicate a dining scenario where the app may

be commonly used.

The app is capable of scanning Korean text,

selecting recognisable words and then allowing

the user to highlight and translate them. The

word can then be copied back to the start-up

screen giving users access to the Korean and

English characters. However, once the word

is translated, there are no other options aside

from further translation. There is no definition

or explanation of what the word means, which

is particularly important when translated food

names are still unfamiliar to a non-Korean

speaking audience. Users then have to find

information using another service.

The evaluation allowed me to examine a highly

popular application and assess its capabilities as

a tourist aid. It proved successful, but it falters

in providing a more detailed service. The app

design is efficient and understandable, providing

an extremely easy to use experience.

Visibility of system status

Messages are clearly displayed to signify what

the app is doing and when loading has finished.

Match between system and the real world

Interface and icons are in line with what the user

might expect (photo icon, microphone icon).

User control and freedom

App responds to the ‘back’ button to return

to the previous page, and there are familiar

‘x’ symbols to quit the task so the user is in

control. Recognised text is highlighted using the

touchscreen controls.

Consistency and standards

The design is consistent, using the same icon

style and colours throughout. The quality

remains high across all app functions.

Help users recognize, diagnose, and recover

from errors

User errors can be overcome by simply

returning to the previous task and starting

again. If text cannot be scanned, a message is

displayed. The app will try to scan any image

which often results in incorrect translation.

Help and documentation

Finding help information requires the user to

return to the main start-up screen, and then

clicking the menu button which leads to a

detailed help section.

Error prevention

The only icon which I feel may lead to error is

the ‘draw’ icon, which used a wavy line - it was

the only instance where I wasn’t sure what its

function was prior to clicking on it.

Recognition rather than recall

Instructions are visible and easy to understand,

and appear each time the function is performed.

The app saves previous translations on the

start-up screen for easy revisiting.

Flexibility and efficiency of use

The app is quick and simple to navigate and the

tasks can be completed very quickly. Languages

can even be pre-downloaded so the app will

work offline, avoiding the need for Wi-Fi or data

(something an interviewee complained about).

Aesthetic and minimalist design

The aesthetic is familiar to Google users, relying

on a minimal design, limited colour palette and

small amounts of text.

A universal visual language

Following primary and secondary research

about the use of visual iconography to convey

messages, I wanted to apply this communication

technique to the dining sector. The symbol for

‘restaurant’ depicting a knife and fork seems

to have a near-universal understanding, but I

wanted to explore further visuals which could

potentially be implemented into a design

solution as opposed to photographs.

I began by using The Noun Project, a icon

library created by designers all over the world to

envision symbols for words which have not yet

been illustrated. Their archive of user-submitted

icons can helpfully depict what the general

perception of a word is, allowing me to gauge

an understanding of what the general visual

consensus appears to be.

Restaurant

Vegetarian

Shrimp

Rice

Pork

Ramen

(The Noun Project, various artists)

Food iconographyTo develop my research into a visual language

further, I researched current food iconography

examples. I wanted to view the current materials

available that illustrated food items, which could

be utilised in a design solution to provide a more

efficient and universal way of identifying the

ingredients in a meal.

The main need for food icons appeared to be

for allergy information, so many collections

of icons included basic symbols for fish, eggs,

wheat, and so on. These varied in their level of

legibility, design style and simplicity.

One collection was a conceptual design which

used a combination of Kanji characters and

basic imagery to convey various food items.

While not practical for my own research and

outcome, it provided an innovative example of

merging text and image to visually and textually

label food to provide an understanding for wider

international audiences.

(Castro, 2011 / Kerbleski / McGee / Hiromura, 2011)

Over the course of my primary research, secondary research, and analysis,

the key issues and requirements were highlighted which would influence

and impact my design concepts.

The factors and reasons on the right provided me with a basis into the

outcome I would suggest, aiming to improve information and the level of

information in a largely visual manner, with some potential smartphone

involvement to incorporate a familiar medium.

Research findings

Improving the information provided at restaurants

• Observation highlighted issues with menu designs at restaurants

• Secondary research emphasised this problem

Providing a breakdown of ingredients in a dish

• Interviewees noted discomfort when faced with an unknown dish with

little indication of its contents

• A visual breakdown could transcend language barrier and address to

any non-Korean speaking tourist

Reliance on smartphone usage

• Interviewees and observation highlighted usage for translation and

way-finding, making it a comfortable and familiar medium

• Secondary research demonstrated rise of smart tourism

Needed to be clear and largely visual

• Heuristic evaluation showed issues when the level of text or design

elements was too high, making the design confusing

• Applications tend to provide ‘half the job’, without enough information

• Research into visual language shows it has the ability to transcend

language barriers

Proposition

Create a more efficient

way of providing dining

information, which could

transcend the language

barrier through universal

visual language.

Potential outcomes

Application Signage Visual Language

Creating a database of food information for tourists visiting Seoul

Provides images and descriptions about various dishes, ingredients and methods of eating

Available in a familiar medium during the growth of e-Tourism

Developing the current restaurant signage and introducing a new system

Menus have incoherent information in different languages and formats

Foreign customers need to clearly see whether they will be accommodated well

Envision a unified visual language system that could be incorporated at all restaurants

Create icons to represent dishes, correct methods of eating and etiquette tips

Could be used alongside existing icons which visualise specific food items

App requirements

Based on heuristic evaluation

Have identifiable and familiar icons which are

well-known and deliver expected results

Uses a consistent and low-key design style

which doesn’t overwhelm or confuse users

Should not have too many elements or

unnecessary features

Ability to deliver personalised results through

saving options, or integrating location services

Provides an informative and detailed database

whilst still being efficient and easily navigated.

Clear instructions should be provided, and errors

should be clearly identifed and rectified so users

can carry on with the task at hand

Help section should be clearly marked

Based on user segmentation

The Google Translator

• Include integration of familiar Google

translation services

• Informs the user about etiquette and food,

ensuring the user is well-prepared

The Friend Relier

• Allows the user to cope when dining alone

• Enables users to make decisions and be

informed with relying on others

The No-English, No-Eater

• Encourages tourists to visit restaurants they

may avoid due to language confusion

• Allows them to understand their meal, its

ingredients and the eating etiquette

The Point-and-Guesser

• Aids guessing and pointing by providing

visuals of the meals

• Still allows for extra information if the user

chooses to find out more

When creating an application, my research

analysis of existing apps and participants

provided me with many requirements that

my design would need to incorporate that

would fulfil the user needs. Catering for

these needs would overcome the problems

tourists have faced, therefore providing the

users with an improved dining experience.

Design context / Storyboard scenario

1. Tourist decides to visit a restaurant after spotting some English signage outside.

2. The menu is presented with English titles but then the main text is only Korean.

3. Tourist uses the Google Translate app to find the meaning of an item on the menu.

4. The app provides just a translation with no other additional information, causing confusion.

5. The name is searched online, giving many results and variations while delaying the order process.

6. The food is ordered, but the tourist has no clue what the ingredients are, or how to correctly eat it.

Utilises the Google Translate photo scanning service to form the basis of

the application, but then taking it further and providing users with more

detailed information about dishes.

It uses a medium and an existing tool that people are comfortable with

and use frequently, and then allows users to use this translation to view a

detailed breakdown of the menu.

The application is largely visual in order to cater for international

audiences, giving users thumbnail photographs of the ingredients in the

dish. Photographs were chosen instead of visual icons to give a clearer

and more easy to understand image format. Users can also access a

written description available in a multitude of different languages.

Design suggestions

Concept one

Photo scanning text, utilising translation functions that tourists are familiar with.

Subtle icons which will be familiar from other contexts, such as social media, allows for easy understanding.

Visual breakdown of ingredients and description available in various languages, following research about incoherent, text-heavy menu designs.

Simple and reserved design to aid understanding and avoid confusion.

Eating instructions and correct etiquette to assist with unfamilar meal options.

Step-by-step instructions to visually explain how a specific dish should be eaten in order to receive the best and most authentic dining experience.

This concept made up of a scannable symbol which could lead to menus

with translations and visual imagery. Restaurants could access the application,

adding information about the food served which would be translated and

implemented into a personalised symbol.

The symbols could then be attached to menus and signage, allowing users

to scan them and access restaurant information in their native language.

It allows the restaurants to provide information themselves, as opposed to

allowing Google Translate to provide legible material. It is minimally invasive

to the restaurants menus and signage, avoiding the need to provide many

different menu translations and creating a partnership between the restaurant

and the app/tourist organisation.

Design suggestions

Concept two

Icon is personalised to fit the restaurant, which can be scanned to access menu translations, meal visuals and etiquette information to aid unfamiliar tourists.

Icon acts like a QR code, being easy to spot but minimally invasive to existing menu design and style

Multi-language menus are available through the app, providing translations for different nationalities.

Opens up the restaurant to a wider, more universal audience with little effort from restaurant owners and staff.

Visual breakdown of ingredients allows diners to view the meal they will order, especially informing those with allergies and preferences

Where next?Throughout the course of the Exploration

module, I have been able to provide responses

to the research questions I initially set out to

answer. My research enabled me to develop an

angle which was both relevant and a prominent

issue, aiming to make the tourist dining

experience easier and more efficient.

My main aim for my visit to SADI was to

undertake a research project that was specific

to Seoul, and could not be completed back

home in Cardiff. I wanted to explore an area of

research that could reflect my own experiences

and utilise my unique position as both a tourist

and a design researcher in order to improve my

own experience and the experience of future

tourists visiting South Korea.

As I am due to return to Cardiff to complete

the third term, this research will be unable to

progress further than the concept stage in

terms of being specific to Korea. Next term I

may choose to develop this similar research,

perhaps considering an exploration of the UK

dining culture, and how well foreign visitors are

assisted in fully experiencing the country despite

potential barriers and differences.

Thank you for listeningAny questions?

PDP: sites.google.com/site/wjeash

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