Mobile Service Design as Cultural Intermediaries for Halal-Related Services

Abstract

Human interaction with digital services is shaped by cultural context, shared practices, and social expectations. The concept of cultural affordances highlights how users interpret interface cues through culturally grounded knowledge rather than culturally neutral interface properties. These dynamics become particularly important when users must make decisions under uncertainty. For Muslim users navigating halal-related services in non-Muslim-majority countries, verifying the permissibility of food or services often involves interpreting fragmented information, inconsistent labeling practices, and unfamiliar service ecosystems. Mobile applications designed for halal navigation aim to address these challenges by aggregating information about halal restaurants, prayer spaces, and certification indicators. This study evaluates the usability and user experience of halal navigation platforms, using the Japanese mobile application Halal Navi as a case study. A total of 127 Muslim participants who had lived in or visited Japan participated in a mixed-method evaluation combining a task-based assessment using the User Experience Questionnaire (UEQ) and follow-up semi-structured interviews with six participants. Results indicate an overall positive user experience, with pragmatic qualities rated higher than hedonic qualities. The findings highlight the importance of clear navigation, reliable information presentation, and transparent verification cues in supporting culturally informed decision-making.

Keywords: Cultural Affordances, User Experience, Cultural Intermediaries

DOI: 10.54941/ahfe1008035