Instead of upgrading iMovie, Apple replaced it with an entirely new application. This will excite some users and frustrate others. On the exciting side, iMovie has been streamlined specifically to make movies very quickly. It includes iPhoto’s “skimming” feature making it really easy to quickly review clips and throw them together into a fun movie in record time. The entire interface is wrapped around making movie creation a snap. On the frustrating side (for some), Apple removed some of the features that current iMovie users are used to…there is no plug-in support, dvd chapter markers, or some of the audio tools that were in the last version.

The good news is that Apple completely re-wrote the code and made it run much smoother. The bad news is that Apple completely re-wrote the code and left some things (that users will want) out.

The answer, for now, is to keep both. Unlike other installments, the new iMovie does not wipe out the previous version. So, you really need the extras…you still have them.

RELATED WEBSITE LINKS
www.apple.com/ilife/imovie

1. Introduction

Brief overview of my previous research on website design related to trust, satisfaction, and loyalty across cultures

2. Key Facts

1.5 billion people with Internet access in 2011 and largest growth in Brazil, Russia, India, and China

By 2011 Asians will make up 42% of the world population with Internet access

U.S. and Canada online population growth about 3% by 2011, while in China the growth rate is 17% due to infrastructure development and increased consumer purchasing power (stats from ClickZ 2007)

Canada is currently aiming to increase business ties with China, and needs effective websites for international users.

Creating loyal customers improves the “bottom line”. Research indicates that improving customer retention rates by only 5% can increase profits by 95%.

3. My Research Findings

Examined various website characteristics (such as language, site layout, symbols, navigation, and use of color) for 30 municipal sites in each of the U.S., Germany, and Japan. We found very significant differences between the countries.

In a recent study of 571 people in Canada, Germany, and China found:
- In China, visual aesthetics and navigation resulted in trust and loyalty, while information was less important
- In Canada, information and ease of navigation were more important for instilling user trust and confidence than visual design
- In Germany, where online shoppers are most risk averse, none of information, visual design, or navigation format helped to build trust. However navigation formats seems to be a predictor of how satisfied users were.

Key message: Important differences exist in website design preferences across cultures.

4. Sample Websites
Review Vancouver’s municipal site at: vancouver.ca
Review Beijing’s government site (in English) at: ebeijing.gov.cn and link to the Chinese language site as well.

5.Top Considerations for International Website Design

Color Use: There are preferences for colors in certain countries. In the earlier study looking at 90 municipal sites in the U.S., Germany, and Japan, the Japanese were twice as likely to use red as in the other country sites. Red is a lucky color in China or Japan, but it can signal danger in the U.S. or Canada. Germans tend to prefer blue. In fact, in separate research on color specifically, blue leads to trust, while yellow is considered “unprofessional” or undesirable.

Imagery: Use of national symbols, appropriate poses, differ by culture.

Language: Translation is a basic requirement. Optional languages are desirable, especially with multiple culture users in a given location or country. In the study just cited, of 30 municipal sites for Japan 27/30 had translation (i.e. English) on the website, while for Germany it was 19/30, and the U.S. only 3/30. This last statistic is interesting given the large number of non-English speaking people in the U.S.

Information Content: The amount of information users prefer also varies by culture. Germans prefer more detailed information, while Canadians like to have sufficient information to make a decision.

Navigation: Considerations such as menu placement, use of links.

6. Find out More
-Check out my personal website at diannecyr.com or my research website at eloyalty.ca. Both sites have a list of publications and PDF files of research papers.

Vancouver municipal site – http://vancouver.ca
Beijing government site (in English) – http://ebeijing.gov.cn

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RELATED WEBSITE LINKS
www.ebay.ca
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