One of my most recent projects was the localization of an intelligent assistant for use at airports in Sweden and Japan. My team did a questionnaire survey, as well as interviews with digital strategy experts. They were asked to evaluate the prototypes that we created.

Title page of the web-based survey
Title page of the web-based survey


I wanted to focus on the area of the internet of things and interface localization/standardization. The study used software from Stanford University and was inspired by the InfoGate project at the Munich Airport, which tests the idea of virtual airport assistants already.

Localization Problem

Face to face interaction with intelligent assistants is a very personal experience, similar to human-to-human interaction. Cultural norms have to be followed in addition to making sure the agent gives the right answer. It is an emerging area of research to provide hints on the localization of the digital assistants.


The study consisted of two parts, an online crowd-sourced survey of user attitudes and preferences when interacting with the virtual airport assistants. The survey was accompanied by a live demo, which we prepared so that the users could try themselves interacting with different kinds of service agents.
The prototype of an airport service agent
The prototype of an airport service agent
In the second part, we did semi-structured interviews with digital strategy experts in both countries to shed some light on the quantitative survey results. We discussed issues like trust and privacy, and overall attitudes to the new technology.


At the end, we obtained an ideal prototype of the virtual airport agent for both countries and a set of recommendations for designing such information systems in the future.
PLS Structural Model for Sweden
PLS Structural Model for Sweden
PLS Structural Model for Japan
PLS Structural Model for Japan

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest Posts
  • AI Superpowers: Book offering a new way to explore China and Silicon Valley tech
    AI Superpowers is one of the latest non fiction bestsellers that you can find online and it’s designed with a true focus on excellence, up to date analysis and great attention to detail. The book is designed to showcase just how pivotal this new breed of Silicon Valley and China startups is. Despite the hype […]Read More »
  • 3 Kinds of data science conferences: Which one is right for you?
    Data science conferences provide you with a great way to boost your skills and meet new industry professionals. However, since there are so many of them, it can be very hard to figure out which are the right ones to attend. That being said, it’s important to plan and figure out which are the right […]Read More »
  • How will 5G make almost every industry smarter?
    Our society is on the brink of yet another technological revolution. We have the means and tools to take all of this to the next level, all we are missing are the right tools to make this process worthwhile. All we need is a way to marry data computation and collection with the huge range […]Read More »
  • Startup Cities Visualized Side-By-Side
    The visualization will show you side-by-side how two startup cities compare across a range of criteria. The most notable comparisons are top startups for each city, the total amount of funding for those startups received and the sectors in which they are active. You as the user can zoom on any two cities, as long […]Read More »
  • Startup Cities Around the World Visualized
    Here is my interactive visualization of data about tech startups from around the world. Ever wondered about the state of the Mobile and Big Data industry? The data is truly global, it contains interesting facts about not only startups from the US and Silicon Valley, but also Sweden, Germany and pretty much every other country. […]Read More »
Wordpress Social Share Plugin powered by Ultimatelysocial