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Translation & Localization

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Whether you are opening to new international markets or strengthening your global brand, translation and localization must be taken into consideration. In this presentation, Jose Palomares, CTO of …

Whether you are opening to new international markets or strengthening your global brand, translation and localization must be taken into consideration. In this presentation, Jose Palomares, CTO of Venga Global, explains the importance of translation and localization in planning global projects.

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  • But don’t do it for the money
  • metaphorical - money
  • Transcript

    • 1. Copyright © Venga Localization, 2014. All rights reserved. Jose Palomares CTO, Venga Global
    • 2. Copyright © Venga Localization, 2014. All rights reserved. About the Presenter Jose Palomares is the Chief Technology Strategist and Miracle Worker at Venga Global. Armed with powerful magic (some people insist in calling it technology) and untiring resolve, Jose’s role at Venga is to define, design and bring to life new tools and strategies that help customers get internationalization, localization and translation done as effortlessly and efficiently as it gets.
    • 3. Copyright © Venga Localization, 2014. All rights reserved. the 3 secrets I learned as a classroom instructorAlways wear comfortable shoes. PowerPoint skills don’t grow over time. That guy that laughs at all of your jokes is planning on giving you the lowest score possible.
    • 4. Copyright © Venga Localization, 2014. All rights reserved. translation
    • 5. Copyright © Venga Localization, 2014. All rights reserved. User experience
    • 6. Copyright © Venga Localization, 2014. All rights reserved. we are different we think different we speak different we expect different we perceive different
    • 7. Copyright © Venga Localization, 2014. All rights reserved. localization
    • 8. Copyright © Venga Localization, 2014. All rights reserved. global
    • 9. Copyright © Venga Localization, 2014. All rights reserved. the ‘global’ opportunity - 72.4% of consumers say they would be more likely to buy/use a product with information in their own language - Content offered in only one language can address at most 30% of the total online population - It would take over 7,000 languages to reach the whole world population, but it only takes 83 languages to reach 80 percent of it
    • 10. Copyright © Venga Localization, 2014. All rights reserved. Fortune 500-proven - 73.6% of technology-driven training at Fortune 500 companies comes through networked, online and mobile methods. - In 2012, businesses that expanded their translation budgets were 1.5 times more likely than their Fortune 500 peers to report an increase in total revenue.
    • 11. Copyright © Venga Localization, 2014. All rights reserved. Fortune 500-proven - The companies that translated information in order to communicate with and retain their partners were 2.67 times more likely to experience revenue increases. They were also 2.6 times more likely to generate improved profits. Source: Common Sense Advisory
    • 12. Copyright © Venga Localization, 2014. All rights reserved. Customer service, branding, and market share outrank revenue growth as the top three reasons for translation among the Fortune 500.
    • 13. Copyright © Venga Localization, 2014. All rights reserved. YOU HAVE TO TRANSLATE YOUR E-LEARNING CONTENT - If you have - A translated product - Branches / offices abroad - Offshore production - Local sales teams - Local business partners - Local instructors - If you are required by law
    • 14. Copyright © Venga Localization, 2014. All rights reserved. YOU WANT TO LOCALIZE - If you’d like to – Open to new markets and countries – Open to new target segments – Strengthen your global brand – Increase global revenue – Improve user adoption – Support diversity
    • 15. Copyright © Venga Localization, 2014. All rights reserved. YOU SHOULD LOCALIZE - If you’d like to – Communicate effectively in a foreign market – Maximize your design, authoring and development investment – Engage local communities – Build credibility – Streamline user experience – Avoid disastrous mistakes
    • 16. Copyright © Venga Localization, 2014. All rights reserved. excited
    • 17. Copyright © Venga Localization, 2014. All rights reserved. the importance of mobile
    • 18. Copyright © Venga Localization, 2014. All rights reserved.
    • 19. Copyright © Venga Localization, 2014. All rights reserved.
    • 20. Copyright © Venga Localization, 2014. All rights reserved.
    • 21. Copyright © Venga Localization, 2014. All rights reserved.
    • 22. Copyright © Venga Localization, 2014. All rights reserved. Do you know your locale?
    • 23. Copyright © Venga Localization, 2014. All rights reserved. global ?
    • 24. Copyright © Venga Localization, 2014. All rights reserved. global-ready !
    • 25. Copyright © Venga Localization, 2014. All rights reserved. INSTRUCTIONAL SYSTEMS DESIGN meets MOBILE LOCALIZATION METHODOLOGY
    • 26. Copyright © Venga Localization, 2014. All rights reserved. ADDIE Analyze Design Develop Implement Evaluate
    • 27. Copyright © Venga Localization, 2014. All rights reserved. ADDIE Analyze Design Develop Implement Evaluate LOC-
    • 28. Copyright © Venga Localization, 2014. All rights reserved. beware of the “LOC”
    • 29. Copyright © Venga Localization, 2014. All rights reserved. LOC-ANALYZE
    • 30. Copyright © Venga Localization, 2014. All rights reserved. LOC – ANALYZE: Context - Socio-cultural reality: Computer literacy, status, management chain, leadership, work ethics - Legal and accreditation requirements - Culture-dependent learning ‘attitude’ – problem-solving vs. hierarchical system – logical learning vs. self-explanatory - Usage analytics/research
    • 31. Copyright © Venga Localization, 2014. All rights reserved. LOC – ANALYZE: Viability - Neutralize your course as needed. It may not work at all. Ex. leadership program couldn’t work in hierarchical Asia - Define and align learning objectives with business goals - Define step-by-step strategy - Revise law and policy compliance before start - Cookies?
    • 32. Copyright © Venga Localization, 2014. All rights reserved. LOC – ANALYZE: Effort - Technology available: Devices, connectivity, delivery network - Special needs, disabilities - Adapt examples, case studies, research - Analytics - Video / animation – Voice over / Lip sync – Subtitling – Stage
    • 33. Copyright © Venga Localization, 2014. All rights reserved.
    • 34. Copyright © Venga Localization, 2014. All rights reserved. LOC – DESIGN: Screen size - Maximize the space available for text – Eliminate all that is superfluous, keep only pertinent content – Apply clear, light typographies. Use weight and color to create highlights - Consider using Maxed-out English - Aim for bite-sized chunks - Be as ‘responsive’ as possible, but not too much - Focus on interaction design
    • 35. Copyright © Venga Localization, 2014. All rights reserved. Size matters Chinese 61% Hebrew 83% Czech 117% Hindi 83% Dutch 128% Hungarian 113% English 100% Italian 109% Esperanto 92% Japanese 115% Finnish 103% Portuguese 110% French 111% Russian 115% German 108% Spanish 117% Greek 128% Swahili 88% Korean 123% Swedish 95%
    • 36. Copyright © Venga Localization, 2014. All rights reserved.
    • 37. Copyright © Venga Localization, 2014. All rights reserved. Bad Good
    • 38. Copyright © Venga Localization, 2014. All rights reserved.
    • 39. Copyright © Venga Localization, 2014. All rights reserved. LOC – DESIGN: Face - Optimum length is 45-75 characters per line Use margins if you need to fill the screen - Don’t clutter. One thing at a time. - Push course guide, calendar, links, account info, etc. into slide-in sidebars or dropdowns - If you use ‘phonetab’, use icons only
    • 40. Copyright © Venga Localization, 2014. All rights reserved. LOC – DESIGN: Visuals - Consider cultural meaning of colors - Think of multilingual e-learning as face-to- face classroom in terms of cultural considerations: gestures, tone, pausing, greetings… - Substitute human talking heads with characters - User center-crop style for images
    • 41. Copyright © Venga Localization, 2014. All rights reserved.
    • 42. Copyright © Venga Localization, 2014. All rights reserved. LOC – DESIGN: Learner-centric content - Reduce the number of screenshots, remove those not relevant - Use culturally-neutral images; don’t use images to convey emotions or metaphorical concepts - Keep all images/graphics text-free. Substitute as much as needed.
    • 43. Copyright © Venga Localization, 2014. All rights reserved. font
    • 44. Copyright © Venga Localization, 2014. All rights reserved.
    • 45. Copyright © Venga Localization, 2014. All rights reserved. LOC-DEVELOP
    • 46. Copyright © Venga Localization, 2014. All rights reserved. LOC – DEVELOP: Structure - Set browser-safe Unicode fonts and fallback fonts through font family stacks - Use structured content and XML to subdivide content and maximize the possible reuse - Apply metadata even if you don’t have a clear use for it - Mobile first? Not necessarily!
    • 47. Copyright © Venga Localization, 2014. All rights reserved. LOC – DEVELOP: UI - Resource your strings, including punctuation signs - Never concatenate: “2 days left to complete the module” - Never hardcode dates, times or currencies - Use UTF-8. It works 99% of the time - Keep always present the locale: – do me a ‘favor’ or a ‘favour’ and that they know whether to take the ‘elevator’ or the ‘lift’, and that they know whether $100.00 is expensive - Don’t base language on the device language - Be aware of RTL
    • 48. Copyright © Venga Localization, 2014. All rights reserved. global English your authors and creative team won’t like it
    • 49. Copyright © Venga Localization, 2014. All rights reserved. translation OPEN SEVEN DAYS A WEEK, AND WEEKENDS TOO. source OPEN ON WEEKDAYS AND WEEKENDS global English OPEN ALL THE DAYS OF THE WEEK
    • 50. Copyright © Venga Localization, 2014. All rights reserved. instead of In relation to the selection of a firm of consultants, we are at liberty to make a choice. (12 miniwords in a 19-word sentence. Too wordy.) use The Marketing Team is authorized to select a consultancy firm.
    • 51. Copyright © Venga Localization, 2014. All rights reserved. instead of At the end of the day, it's up to the Chief Executive. (10 miniwords in a 12-word sentence. Too colloquial.) use Ultimately, the Chief Executive will make the decision. source: Quality Web Content — http://www.qwc.co.nz/
    • 52. Copyright © Venga Localization, 2014. All rights reserved. LOC – DEVELOP: ‘Voice’ - Create a style guide and a glossary for each language – Product names, feature names, abbreviations, client names - Update that terminology - Think twice before using machine translation or crowdsourcing - Make sure your voice talents fit the purpose
    • 53. Copyright © Venga Localization, 2014. All rights reserved. LOC – DEVELOP: Video - Video is powerful, adaptive, trendy and easy to cut into slices - Customize as much as needed - Redesign scenarios (stages) - Choose your “talking head” - Keep body language under control - Think of it as face-to-face
    • 54. Copyright © Venga Localization, 2014. All rights reserved. video
    • 55. Copyright © Venga Localization, 2014. All rights reserved.
    • 56. Copyright © Venga Localization, 2014. All rights reserved.
    • 57. Copyright © Venga Localization, 2014. All rights reserved.
    • 58. Copyright © Venga Localization, 2014. All rights reserved.
    • 59. Copyright © Venga Localization, 2014. All rights reserved. LOC-IMPLEMENT
    • 60. Copyright © Venga Localization, 2014. All rights reserved. LOC - IMPLEMENT - Keep the content centralized and regulate and track custom changes - Use an LMS to make deployment and maintenance as easy as possible - Use an LRS to track progress, interest and user adoption - Test it test test it test it test it
    • 61. Copyright © Venga Localization, 2014. All rights reserved.
    • 62. Copyright © Venga Localization, 2014. All rights reserved. LOC - EVALUATE - Use data mining, social media, click analytics, learning records - Collect feedback and react - There is no perfect model. Evaluate and rethink - Study your audience and convert/adjust your measurement parameters – A ‘like’ may just be a polite ‘yes’ - Convert into a report and escalate it
    • 63. Copyright © Venga Localization, 2014. All rights reserved. practice
    • 64. Copyright © Venga Localization, 2014. All rights reserved.
    • 65. Copyright © Venga Localization, 2014. All rights reserved.
    • 66. Copyright © Venga Localization, 2014. All rights reserved.
    • 67. Copyright © Venga Localization, 2014. All rights reserved.
    • 68. Copyright © Venga Localization, 2014. All rights reserved. now it’s your turn
    • 69. Copyright © Venga Localization, 2014. All rights reserved. THANKS FOR YOUR ATTENTION Jose Palomares CTO, Venga jose.palomares@vengagloba l.com @localizing