Various models have been proposed to present best practice in cross-cultural discourses concerning globalization and localization. Each cultural model establishes its own set of parameters and agendas to address consumer or corporate needs by identifying global information, cultural bias, cultural metaphors plus an assessment of the degree of localization. The "Iceberg" model is an example of a popular cultural model used in cross-cultural communication. The model categorized culture into three layers - surface, unspoken and unconscious rules. Similar to the "Iceberg" model, the "Onion" cultural model, proposed by Fons Trompenaars, determines culture in three layers, namely the explicit culture, norms/values and implicit culture. In contrast, the metamodels of culture proposed by Stewart and Bennet refer to objective and subjective cultural issues. While subjective issue presents the unconscious awareness and the psychological feature of a culture such as values and patterns of thinking, objective issue addresses the economical, political structure and social customs that are attached to the artefact.

   Although the various models have established appropriate criteria for consideration when designing cross-cultural business, they place much emphasis on theories that ignore the design processes pertaining to the specific social cultural constructs. The research method for the interactive prototype adopts the conceptual cultural model developed by E. M. Fleming which articulates a five-fold classification of the basic properties of an artifact - history, material, construction, design and function - and set of four operations - identification, evaluation, cultural analysis and interpretation. In Fleming's model, the multiple layers of segmenting the design process acts as a reflective mental guide between the designer’s and the user's perception. The model demonstrates a potential design process and guidelines that focus on target users in their specific socio-cultural contexts. This analytical model highlights both theories and design choices at every level of the design process that considers usability, connects the user emotionally and conveys cultural identity.