email: reinecke at
twitter: @labinthewild
office: North Quad 4388

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I'm an Assistant Professor of Information and Computer Science at the University of Michigan.

My research explores people's user interface preferences and how they are influenced by culture. I'm interested in teaching computers to behave "culturally intelligent", so that they learn to automatically adapt themselves to what we like and what we can work with most efficiently.

To do this, I collect large amounts of data from people around the world with our experimental platform, the LabintheWild. LabintheWild is a virtual lab for conducting behavioral studies that lets participants compare themselves to others.

My interest in various cultures has also had the side effect that I frequently have to get away from the computer and actually talk to people. In the real world. In different (sometimes scarily different) countries. I got my first cultural shock when working with farmers and people from the agricultural ministry in Rwanda, but very quickly fell in love with the country and its people. I went back in 2009 to teach a course at the National University of Rwanda, and to do some more research. In between, I got frequent cultural shocks when living in Switzerland (but quickly learned that they can be overcome with lots of chocolate). In Switzerland I also did user studies with many people from all over the world. You can find some of my observations in my publications. If you are interested in even more details, here's my CV.

New and Newsworthy

  • » Our CSCW paper describing our virtual online lab LabintheWild received an Honorable Mention award! Here's the PDF.
  • » I received a Google Research Award!
  • » Our MIS Quarterly paper won the prize for the best European Research Paper, which is awarded by the European network of 4300 CIOs.
  • » Almost 40,000 people from around the world took part in our LabintheWild experiment on visual preferences. I presented this work at CHI 2014 in May.
  • » TestmyBrain, GameswithWords, and LabintheWild have joined forces! We also had a panel about our citizen science efforts at SXSWedu in Austin in March 2014.
  • » Pam Hinds from Stanford and I are organizing a CSCW 2014 workshop on methodological issues that occur when conducting cross-cultural research. More here!
  • » Our panel on "Taking research out into the Wild" is in the news!
  • » Each one of our three CHI 2013 papers received an award -- you can find them in my list of publications.

Prospective Students

If you are interested in being part of the LabintheWild team and work on one of our research projects, send me an email with information about yourself, your CV, your experience in developing and studying technologies, and how you think you will contribute to existing or new projects.

Selected Projects