Global from get go tb oct17

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Three International Product Principles for global adoption. from the get-go.

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Global from get go tb oct17

  1. 1. Global from the Get Go product strategy for international roadmap Talia Baruch Senior Manager, International Product | LinkedIn
  2. 2. The world’s largest professional network build it before you need it, so it’s there when you do. 238 238M+ 212 145 Members Worldwide Growing at 2+ members/second 90 55 32 2 4 8 2004 2005 2006 17 2007 2008 2009 2010 LinkedIn Members (Millions) 2011 2012 2013
  3. 3. We’re currently supporting 20 languages 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  4. 4. 3 international product principles: 1. Identify. Local vs global target users. 2. Optimize. I18n-integrated dev/design. 3. Scale. Ecosystem infrastructure.
  5. 5. 1. Identify target users| Local vs global • Who are you optimizing for? • Put yourself in the users’ shoes. All users.
  6. 6. Who are you optimizing for? Talia Baruch, International Product 7
  7. 7. Are you delivering your local users’ needs & wants? Is traditional car rental service relevant in China? Talia Baruch, International Product 8
  8. 8. Local vs Global consumption GLOBAL YES NO Localize UI and UX performance Don’t localize UI. Keep full UX EN only. Mixed language UI = bad UX Talia Baruch, International Product 9
  9. 9. 2. Optimize | I18n-integrated dev/design • I18n support baked upfront in product dev/design phase after EN prototype iterations and before code complete. o o o o o o Unicode Auto-layout Concatenation (good & bad) Variables, text extraction from code XIB (NIB) Interface-build bundles vs code based Pseudo-localization • Simple, intuitive, universal UED. • Geo-customized features: o o o o o Independent locale libraries for creative assets, glyphs. APIs with local networks. Data standardization. Relevance algorithm. International SEO.
  10. 10. Simple UI is good for UX, but it’s even better for international UX! • • • • • • Text-less images, single word CTA buttons Iconification: locale independent glyphs vs embedded Sprite images Auto-layout Dust templates DaVinci/Katy Pseudo-localization product sign off before l10n
  11. 11. Native look & feel Asia Germany India Brazil Talia Baruch, International Product give a little bit of delight Global (German UI)
  12. 12. Native look ‘n feel (India IP) Talia Baruch, International Product 13
  13. 13. 3. SCALE | ecosystem infrastructure • Build once. Leverage. • Horizontal i18n solutions for multilingual sprint launches. • Modular, customizable frameworks for reuse leveraging.
  14. 14. The power of LinkedIn’s network effects Member growth and engagement Relevant and valuable products and services Technology platform Critical mass of data
  15. 15. Act global | think local International High Education CASE STUDY
  16. 16. LinkedIn University Pages: an international story 18
  17. 17. Student global penetration 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 China India LI students US Russia Brazil Indonesia Japan Total students in-country Korea (S) Turkey Germany Egypt UK Argentina
  18. 18. Translatable copy & visual Alumni In/out state tuition Financial aid/Grant scholarship SAT/ACT State/City College
  19. 19. Indexing relevant fields of study for International Homeland Security Urban Ministry Funeral Embalming Pastoral Studies JROTC (junior reserve officers training corps) Honors Program IEP (individual education plan) PreEngineering Space Orientation Science Winery Horticulture • In Indonesia? • In Malaysia?
  20. 20. Standardization: titles and schools Getting all international school names right and within their relevant hierarchical campus structure and affiliates is a challenge! Do these seniority titles mean the same in Japan vs in the Netherlands? UCSF  Mission Bay campus     Manager Senior Manager Director Chief Executive  Laurel Heights  SF Hospital Tel Aviv Univ N/A
  21. 21. Adapting filters to showcase relevant schools based on career outcome
  22. 22. Facilitating schools descriptions
  23. 23. APPENDIX
  24. 24. Key I18n requirements integrated in product dev/design phase       • • • Unicode for end-to-end coding. Multilingual fonts support for all character sets in covered browsers. Text extracted from code and stored in .resource/.properties. Auto-layout for text expansion/contraction in dialog boxes. Complete phrase strings for context translation. (joined key values) Pseudo-localization. Primal & premium design (eg, “Katified” simplified). Locale creative libraries = independent reuse for local relevance. Built-in content-type serving for user language and geo relevance. 10/17/2013 Talia Baruch, International Product 27

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