This thesis explores the cultural influences on User Interface (UI) design by comparing e-commerce platforms in Sweden and South Korea. Utilizing Hofstede’s cultural dimensions and Garrett’s UX model, the research investigates how cultural factors shape UI elements, presentation, and user interaction in the e-commerce context. The study employs a multiple case study approach, analyzing key UI components from selected e-commerce websites to identify cultural differences and similarities.

Findings reveal the differences in UI design, reflecting the distinct cultural values and user expectations in Sweden and South Korea. Swedish websites prioritize minimalistic and functional design, emphasizing user autonomy and straightforward navigation. In contrast, South Korean websites exhibit a more vibrant and structured design, incorporating detailed navigation systems and engaging visual elements to enhance user interaction.

The study highlights the importance of culturally adaptive UI design in creating intuitive and user-friendly interfaces that resonate with local users. The findings can be used by e-commerce businesses to create websites that are intuitive for certain cultures and thereby, improve user satisfaction and engagement. From a scientific perspective, this research contributes to the theoretical framework of cross-cultural HCI and UI design, encouraging further exploration into the impact of cultural dimensions on digital interfaces.

Future research should expand the scope to include a broader range of countries and industries, and consider additional data collection methods, such as user interviews and usability testing, to deepen the understanding of cultural influences on UI design.