Rasha Dr. Tolba

Senior researcher with a strong background and good experience in Human-Computer Interaction (HCI), Human Service Interaction (HSI), and User Experience (UX) Design. Have excellent software development and technical analytical skills. very motivated and comfortable with a range of different new technologies.

My research interests focus on :
- The impact of cultural diversity on digitalized services design.
- Usability assessment of digitalized services based on social-psychological/technical perspective
- Digitalized services localization 
- Digitalized services development based on Personalized user-centric design

I am passionate about researching how cultural norms impact e-service design, particularly focusing on cultural usability assessment and user interface customization. During my Ph.D. research on "Cultural Usability Assessment of B2C e-Service using Bayesian Belief Networks" at the Duale Hochschule Baden-Württemberg, I developed ESCUNet, a model using Bayesian Belief Networks to predict and assess cultural usability factors in e-services. ESCUNet incorporates over 150 cultural usability factors from various sources, aiding designers in creating culturally adapted, user-friendly e-services. My research highlights the importance of sociocultural norms in e-service design and provides practical recommendations for enhancing the localization and usability of e-services.

Academic Qualifications - 2014 – 2018: Ph.D. in Business Information Systems (BIS) – Institute for Applied Informatics (InfAI), Universität Leipzig, Leipzig, Germany - Full Scholarship holder - German Academic Exchange Service (DAAD) - 2008 – 2010: M.Sc. in Computer Information Systems (CIS), The University of Jordan, Amman, Jordan - Full Scholarship holder - German Academic Exchange Service (DAAD) - 2002 – 2006: B.Sc. in Information Technology (IT), Islamic University of Gaza, Gaza, Palestine - Full Scholarship holder - Islamic University of Gaza (IUG) - 2000 – 2002: High School of Applied Science, Hashem Elshawaa School, Gaza, Palestine