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Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
Creating a Globalized CMS driven Website
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Creating a Globalized CMS driven Website

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A case study in how one membership organization had a website designed with one culturally correct "look and feel" to address Arabic, Spanish, Chinese and Russian target locales.

A case study in how one membership organization had a website designed with one culturally correct "look and feel" to address Arabic, Spanish, Chinese and Russian target locales.

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  • 1. Globalizing a CMS-based Website from the Ground Up How to Design, Develop and Deploy a Website for an International Audience Maxwell Hoffmann, Director of Document Globalization June 16, 2009 www.globalizationpartners.com 3D = D esign, D evelop and D eploy
  • 2. Maxwell Hoffman n
    • Director of Document Globalization at Globalization Partners International (GPI)
    • 13 years of Localization/Translation experience
    • 25 years of DTP / Publishing / Content creation
    • Trained over 1,500 adults in multilingual projects and publishing solutions
    • Adobe Community Expert and Adobe Community Help Moderator for FrameMaker
    Official Biography www.globalizatonpartners.com
  • 3.
    • Why Go Global?
    • Case Study: Montana World Trade Center
    • Discovery and Analysis
    • Site Maps
    • Prototypes and Eyetracking
    • Production
    • Globalization
      • Color and Imagery
      • Locale specific examples
      • Finding a neutral, “one-size-fits-all” look and feel
    • The Solution
    • CMS integration
    • SEO issues
    • Lessons Learned
    • Q&A
    Agenda www.globalizatonpartners.com
  • 4. WHY GO GLOBAL NOW? www.globalizatonpartners.com
  • 5. Besides the Economic melt down? www.globalizatonpartners.com
  • 6. Shift in the balance of Language/Financial Power:
    • Top 10 economies in 2007
    Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory Financial scales are tipping www.globalizatonpartners.com
  • 7. Language priority is shifting as we speak …
    • Probable top 10 economies in 2050
    Economic leaders in 2050?
  • 8. Montana World Trade Center (MWTC) CASE STUDY: www.MWTC.org www.globalizatonpartners.com
  • 9.
    • Old website was in plain HTML
    • English only
    • Had one person who knew HTML (webmaster)
    • Only webmaster could update content
    • Content sent email to webmaster
      • Webmaster added all the HTML coding and the links
      • Some broken links
      • Time delay; had to wait for the Webmaster to fix the site.
    • Webmaster was not part of the fulltime staff
    • Client often had “stale” content … (out of date, not removed)
    How MWTC handled content before GPI www.globalizatonpartners.com
  • 10.
    • Content was rewritten for optimized SEO and localization , globalization
    • Any staff can author content in web-based interface that resembles Microsoft Word
    • Writers do not have to view or deal with XML or HTML
    • Managers can submit entire sections of web content for translation to multiple languages with a few mouse clicks
    • Writers can post events with schedule dates to appear and expire
    • Email notification ties all team members together
    • Content is managed by CMS
    How MWTC handles WWW content now www.globalizatonpartners.com
  • 11.
    • Needed features and functions appropriate to a membership organization
    • All staff needed the ability to update content
    • Needed content management
    • Increase international trade opportunities with other regions
    • Required target languages :
      • Arabic
      • Chinese
      • Russian
      • Spanish
    Client’s challenges www.globalizatonpartners.com
  • 12.
    • Required target languages :
      • Arabic -- Chinese -- Russian -- Spanish
    • Budget only allowed one-size-fits-all web site that would have appropriate colors/images for all locales
    Client’s challenges www.globalizatonpartners.com
  • 13.
    • Automate translation workflow
      • Submit individual pages or entire sections
    • Globalized (multilingual) SEO and SEM
    • Schedule content to go live & expire
    • Internal search of content and library assets
    • Need to synchronize content between languages
    Analysis revealed further client needs: www.globalizatonpartners.com
  • 14.
    • Budget:
      • Membership based : lacked funding for locale-specific WWW sites
    • Most content creators were not technical
      • Input had to be done with no coding
      • Low learning curve
    • Customer to maintain assets
    • Simple way to submit content for translation
    Project constraints www.globalizatonpartners.com
  • 15.
    • W3D: Develop, Design and Deploy a Globalized Website
    The solution www.globalizatonpartners.com
  • 16.
    • In other words, create a new site from scratch
    The solution? www.globalizatonpartners.com
  • 17.
    • Integrate authoring and assets management with Ektron CMS
      • Relatively inexpensive with quick testing and deployment
    • Ektron contained libraries and templates to reduce customized code
    • GPI had reusable workflows from previous projects
      • Automated translation workflow
      • Email notification
    Making the solution affordable www.globalizatonpartners.com
  • 18.
    • Discovery, analysis and Project Proposal
    • Project Planning and Kick Off
    • Information Architecture (IA):
      • Content, Creative, Technologies aligned with Biz Processes
    • Production: Content, Creative, Technologies
    • QA and Testing
    • Globalization
    • QA and Testing
    • Launch
    • Search Engine Optimization (SEO)
    • Updates and Content Maintenance
    Project Phases Won’t have time to focus on every step www.globalizatonpartners.com
  • 19.
    • Discovery
    • Analysis
    Phase 1 Highlights www.globalizatonpartners.com
  • 20.
    • Interview staff
    • Create “persona” of typical website visitor
      • Age / Gender / Occupation
      • May vary by culture in different target markets
    • Typical “persona” may not be best served by the “most exciting” or “colorful” design/presentation
    • “ Persona” or target audience will influence button / menu arrangement (vertical or horizontal)
    • “ Persona” … “who” visits website can be very different with Global audience
    Discovery Phase www.globalizatonpartners.com
  • 21.
    • Determine ideal “eyetracking” across page
      • Based on studies of Western/European web customers
      • Team consulted variety of eyetracking studies
    • Determine whether menus can be clustered horizontally or vertically (language expansion)
    • Target languages determine expansion issues with containers
    Discovery Phase www.globalizatonpartners.com
  • 22. The“F” pattern Example of Eyetracking www.globalizatonpartners.com
  • 23.
    • Review the website based on the client needs
    • Decide how we will build the website
      • Is CMS integration required?
    • Which technologies will work
    • How to apply the different technologies
    • How the HTML code should be done to adapt to different parts
    • Some websites connect to other websites
      • If so, we (developers) need access to internal servers
    Analysis www.globalizatonpartners.com
  • 24.
    • Project Planning and Kick off includes and confirms:
      • Project team
      • Project schedules
      • Specifications
      • Workflow requirements
      • Communication channels
      • Review & Approval Opportunities
      • Review current web authoring and publishing workflow
    Phase 2 www.globalizatonpartners.com
  • 25.
    • Information Architecture (IA)
    • Content, Creative, Technologies aligned with Business Processes
    Phase 3 www.globalizatonpartners.com
  • 26. Site maps and content
    • Next step: create the site map
      • Structure based on discovery during analysis (personas, etc.)
    • Recommend title changes for some sections
      • Text expansion makes some English titles inappropriate
      • Customers sometimes use terms with no equivalent in target languages
    • Content may be divided or spread out
      • Not uncommon for one page of original content to be split into three pages on a new site
    • Display and placement is determined by intent of content and also globalization needs
    www.globalizatonpartners.com
  • 27. MWTC site map prototype
    • Membership organization content differs from eCommerce … flatter structure is required
    www.globalizatonpartners.com
  • 28.
    • Production:
      • Content, Creative, Technologies
        • Author or re-purpose content
        • Design presentation
        • Programming
    Phase 4 www.globalizatonpartners.com
  • 29.
    • Presentation
    • Accessibility
    • “ Real Estate”
      • Zones, buttons and containers appropriately sized to hold all languages
    Content: www.globalizatonpartners.com
  • 30. Wire Diagram Prototype www.globalizatonpartners.com
  • 31. Prototype Image (Photoshop) www.globalizatonpartners.com
  • 32. Planning for Arabic
    • Page layout reversed
    • Table columns reverse order
    • Bullets appear on opposite side
    • Several choices for numbers and date formats
    Other Issues: www.globalizatonpartners.com
  • 33.
    • QA and Testing
      • Provide client with back tracking system to report errors or requested changes
    Phase 5 www.globalizatonpartners.com
  • 34.
    • Globalization
      • Address issues related to the locale of the country
      • Determine images and color that may be offensive or ineffective.
    Phase 6 www.globalizatonpartners.com
  • 35. Globalization Quiz www.globalizatonpartners.com What might be wrong with this site?
  • 36.
    • Images with negative connotations
    • Numbers or images associated with luck
    • Color and meaning
    Globalization Considerations www.globalizatonpartners.com
  • 37. Argentina: Colors
    • Yellow: either hope, hazards or cowardice
    • Green: new beginnings
    • Blue: depression, conservativeness and sadness
    • White: brides, angels, doctors and peace
    • Black: funerals, death, rebellion, high fashion
    www.globalizatonpartners.com
  • 38.
    • Green: Holiness or luck
    • Blue: Immortality, a protective color
    • Yellow: Strength, reliability, happiness or prosperity
    • Red: Danger or evil
    • White: Purity or mourning
    United Arab Emirates: Colors www.globalizatonpartners.com
  • 39.
    • Red: Bosheviks and communism
    • Orange: Creativity
    • Yellow: Hope or hazard
    • Blue: Depression or sadness
    Russia: Colors www.globalizatonpartners.com
  • 40.
    • BRAZIL: The O.K. sign made by a circle of the first finger and thumb is considered a vulgar symbol.
    • UNITED ARAB EMIRATES: The entire hand should be used when pointing, as pointing with just one finger is considered rude. Shaking hands, eating and gesturing should be done with the right hand.
    • INDIA: Pointing with a finger can be interpreted as an offensive gesture, at times denoting annoyance and should be avoided.
    • FRANCE: The number 13 is considered a very unlucky number. Having 13 people dine together is unlucky; they often invite 12 or 14 people, and even have people “on-call” to attend, if 13 people show up.
    Other cultural locales www.globalizatonpartners.com Locales not included in the project have special needs too:
  • 41. What’s wrong with this photo for a Mainland China website? Culturally correctness Quiz: “ family” www.globalizatonpartners.com
  • 42. Finding a happy Globalization medium
    • Generic layout and colors that appeal to most cultures
    • Avoid images that are intensely offensive in some cultures (e.g. dogs)
    • Avoid stock photos with geographically specific people
    One “look” for four cultures? www.globalizatonpartners.com
  • 43.
    • One site had to serve all countries
    • Neutral brown/gray tones with some blue and white backgrounds
    • “ Brick ” red rather than vivid red
    Global look & feel for MWTC? www.globalizatonpartners.com
  • 44. English Kept categories to a minimum for horizontal placement www.globalizatonpartners.com
  • 45. Chinese www.globalizatonpartners.com
  • 46. Spanish www.globalizatonpartners.com
  • 47. Russian www.globalizatonpartners.com
  • 48. Arabic www.globalizatonpartners.com
  • 49.
    • Site map localized in all languages
    Good Design practices www.globalizatonpartners.com
  • 50.
    • All levels are localized
    • Navigation to English and other languages available on all pages
    Good design practices www.globalizatonpartners.com
  • 51.
    • Company name
    • Product brand names
    • Some news or content that is specific to USA audience
      • E.g. announcement of monthly board meeting in Montana
    What stays in English? www.globalizatonpartners.com
  • 52.
    • QA and Testing
    • The prototype:
      • Customer tested how to author new content in CMS and submit it for translation
    Phase 7 www.globalizatonpartners.com
  • 53. Authoring and Submission for Translation Highlights of CMS based authoring www.globalizatonpartners.com
  • 54. Select files from workspace www.globalizatonpartners.com
  • 55. Edit Content w/o HTML code www.globalizatonpartners.com
  • 56. Export for Translation www.globalizatonpartners.com
  • 57. XLIFF files are generated & winzipped www.globalizatonpartners.com
  • 58.
    • Launch
      • Site goes live
    Phase 8 www.globalizatonpartners.com
  • 59. Phase 9
    • Search Engine Optimization (SEO)
      • Create optimized content from the beginning
      • Use in-country experts on target language SEM and SEO
      • Keywords from English don’t translate literally
        • Different locales search with different expressions
    www.globalizatonpartners.com
  • 60.
    • “ Shopping cart ” can be translated as “ Cesta de compras ”
      • OK for a European Spanish website, Latin-American speakers would use “ Carrito de compras ”
    • “ Search Engines ” translates as “ Motores de búsqueda ” for European Spanish
      • Latin-American Spanish speakers would use “ buscadores ”
    • “ Computer ” frequently translates as “ computadora ”
      • Latin-American Spanish speakers would use “ ordenador ”
    SEO keywords are locale specific www.globalizatonpartners.com
  • 61. Phase 10
    • Updates and Content Management
    www.globalizatonpartners.com
  • 62. Key Benefit to MWTC?
    • Project cost was in $10s of 1,000s not $100s of 1,000s
    • GPI and Ektron solution made customer self-sufficient
    • Content can be created swiftly by non-technical staff
    • Fulltime webmaster not required
    www.globalizatonpartners.com
  • 63.
    • “ Home grown” HTML is very difficult to Globalize or localize
    • Newly minted Links are more portable , managed through CMS
    • Eliminate Text expansion overflow and buttons that are too small
    • Gain a versatile user interface that is optimized for additional languages
    Why a WWW site from scratch? www.globalizatonpartners.com
  • 64. About GPI www.globalizatonpartners.com
  • 65.
    • Translation
    • Website Globalization
    • Software Globalization
    • Documentation Globalization (DTP)
    • Audio, video and Multimedia Globalization
    • Interpretation
    • Multilingual Website Design, Development and Hosting
    • Globalization Strategy Consulting
    GPI areas of expertise www.globalizatonpartners.com
  • 66.
    • GPI has been honored for its own website design and development efforts by winning a total of 12 Awards for its corporate websites including:
    •    Winner Best Professional Services Microsite/Landing page category for www.globalizationpartners.com
    •  Winner Best International Business Interactive application category for www.globalwidgets.com
    •  Webby Awards Official Honoree for its corporate site www.globalizationpartners.com
    •  Winner WWW Gold Award for www.globalwidgets.com
    •  Winner WWW Gold Award for its corporate site www.globalizationpartners.com
    •  Winner W3 Silver Award for “Professional Services” for www.globalizationpartners.com
    •  Winner W3 Silver Award for “Structure and Navigation” for www.globalizationpartners.com
    •  Winner W3 Silver Award for “Home Page” for www.globalizationpartners.com
    •  Winner Davey Gold Award: Professional Services for www.globalizationpartners.com
    •  Winner Davey Gold Award: Best Practices for www.globalizationpartners.com
    •  Winner Davey Gold Award: Home Page for www.globalizationpartners.com
    •  Winner Davey Gold Award: Navigation for www.globalizationpartners.com
    •  Winner Davey Silver Award for www.globalwidgets.com
    •  
    •  
    Award winning web design www.globalizatonpartners.com
  • 67.
    • Maxwell Hoffmann Director, Document Globalization Practice
      • Direct Tel: +1 503.336.5952 Mobile: +1 503.805.3719 Toll Free: +1 866.272.5874 Global FAX: +1 202.478.0956 [email_address]
    Contact information www.globalizatonpartners.com
  • 68.
    •  
    • To learn more about
    • Globalization Partners International, please visit us at:
    • www.globalizationpartners.com
    For more information: www.globalizationpartners.com

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