Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Quality Experiences for Users in Any Language

493 views

Published on

Companies are striving for a friendly tone with their content and also taking it to other cultures. Those two content goals seem to be at odds, but they don’t have to be. How do you reconcile more casual writing for content that will be translated into other languages? We’ll look at how to craft quality content for all users, regardless of their language. We’ll cover pitfalls to avoid and tactics to use for creating friendly English that yields pleasing translations.

Published in: Design
  • Be the first to comment

Building Quality Experiences for Users in Any Language

  1. 1. JOHN COLLINS • SENIOR WRITER • ATLASSIAN • @JRC_COLLINS Building Quality Experiences for Users in Any Language
  2. 2. #stc16 • @jrc_collins
  3. 3. #stc16 • @jrc_collins
  4. 4. Users can create their own social network records within the application, adding photos and geolocation mark, noting friends, putting the Huskies and commenting on other notes. RUSSIAN BLOG POST, VIA GOOGLE TRANSLATE “ ” #stc16 • @jrc_collins
  5. 5. #stc16 • @jrc_collins
  6. 6. Is this your content? #stc16 • @jrc_collins
  7. 7. Of the global population speak English as a 
 first or second language 15% #stc16 • @jrc_collins
  8. 8. You’re failing your audience
 if you’re not concerned 
 about non-English readers. #stc16 • @jrc_collins
  9. 9. How can we do better? #stc16 • @jrc_collins
  10. 10. Some groundwork © Oregon Husky – https://flic.kr/p/9jDEE | https://creativecommons.org/licenses/by-sa/2.0/ #stc16 • @jrc_collins
  11. 11. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace The process of adapting internationalized software for a specific region or language HTTP://EN.WIKIPEDIA.ORG/WIKI/INTERNATIONALIZATION_AND_LOCALIZATION © Oregon Husky – https://flic.kr/p/9jDEE | https://creativecommons.org/licenses/by-sa/2.0/ Localization #stc16 • @jrc_collins
  12. 12. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace HTTP://WORDTRANS.COM/2013/06/TRANSCREATION-VS-TRANSLATION/ © Oregon Husky – https://flic.kr/p/9jDEE | https://creativecommons.org/licenses/by-sa/2.0/ A faithful and accurate adaptation of your text that basically says the same thing in another language. Translation #stc16 • @jrc_collins
  13. 13. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace HTTP://WORDTRANS.COM/2013/06/TRANSCREATION-VS-TRANSLATION/ © Oregon Husky – https://flic.kr/p/9jDEE | https://creativecommons.org/licenses/by-sa/2.0/ An adaptation of your text with the goal of evoking the same reaction to your message from readers in another language. Trancreation #stc16 • @jrc_collins
  14. 14. ˘˘˘ © Oregon Husky – https://flic.kr/p/9jDN1 | https://creativecommons.org/licenses/by-sa/2.0/ Lay a strong foundation #stc16 • @jrc_collins
  15. 15. ˘˘˘ © Oregon Husky – https://flic.kr/p/9jDN1 | https://creativecommons.org/licenses/by-sa/2.0/ Lay a strong foundation #stc16 • @jrc_collins
  16. 16. ˘˘˘ © Oregon Husky – https://flic.kr/p/9jDN1 | https://creativecommons.org/licenses/by-sa/2.0/ Lay a strong foundation •Establish relationships with translators/vendors #stc16 • @jrc_collins
  17. 17. ˘˘˘ © Oregon Husky – https://flic.kr/p/9jDN1 | https://creativecommons.org/licenses/by-sa/2.0/ Lay a strong foundation •Establish relationships with translators/vendors •Create style guides for each localization #stc16 • @jrc_collins
  18. 18. ˘˘˘ © Oregon Husky – https://flic.kr/p/9jDN1 | https://creativecommons.org/licenses/by-sa/2.0/ Lay a strong foundation •Establish relationships with translators/vendors •Create style guides for each localization •Create localized glossaries #stc16 • @jrc_collins
  19. 19. W © Oregon Husky – https://flic.kr/p/9jFwW | https://creativecommons.org/licenses/by-sa/2.0/ Add quality content #stc16 • @jrc_collins
  20. 20. Quality source content helps translators 
 do a better job. #stc16 • @jrc_collins
  21. 21. High quality content is automatically friendlier. #stc16 • @jrc_collins
  22. 22. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Think like a translator #stc16 • @jrc_collins
  23. 23. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Think like a translator STRUCTURE YOUR CONTENT WISELY #stc16 • @jrc_collins
  24. 24. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Watch your substitutions STRUCTURE YOUR CONTENT WISELY #stc16 • @jrc_collins
  25. 25. Use <product name> to be more awesome. #stc16 • @jrc_collins
  26. 26. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t concatenate text STRUCTURE YOUR CONTENT WISELY #stc16 • @jrc_collins
  27. 27. Click #stc16 • @jrc_collins
  28. 28. Click Help + #stc16 • @jrc_collins
  29. 29. Click Help to + + #stc16 • @jrc_collins
  30. 30. Click Help to Learn more + + + #stc16 • @jrc_collins
  31. 31. Click Help to Learn more Click Help to Learn more + + + #stc16 • @jrc_collins
  32. 32. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Re-use content STRUCTURE YOUR CONTENT WISELY #stc16 • @jrc_collins
  33. 33. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ CHOOSE YOUR WORDS CAREFULLY Think like a translator #stc16 • @jrc_collins
  34. 34. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Use short, simple sentences CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  35. 35. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Use consistent terminology CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  36. 36. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Avoid synonyms, equivalents, and metonyms CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  37. 37. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  38. 38. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  39. 39. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  40. 40. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  41. 41. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves •Net CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  42. 42. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves •Net •Point CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  43. 43. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves •Net •Point •Right CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  44. 44. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves •Net •Point •Right •Type CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  45. 45. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Foil homonyms •Date •Engaged •Leaves •Net •Point •Right •Type •Stalk CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  46. 46. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  47. 47. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  48. 48. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  49. 49. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute •Does CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  50. 50. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute •Does •Wind CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  51. 51. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute •Does •Wind •Sow CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  52. 52. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute •Does •Wind •Sow •Row CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  53. 53. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t bow to homographs •Read •Minute •Does •Wind •Sow •Row •Bow CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  54. 54. #stc16 • @jrc_collins
  55. 55. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  56. 56. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs •Spend CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  57. 57. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs •Spend •Ask CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  58. 58. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs •Spend •Ask •Reveal CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  59. 59. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs •Spend •Ask •Reveal •Fail CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  60. 60. W © Marshall Astor– https://flic.kr/p/3TPf3U | https://creativecommons.org/licenses/by-sa/2.0/ Don’t verb nouns
 or noun verbs •Spend •Ask •Reveal •Fail •Invite CHOOSE YOUR WORDS CAREFULLY #stc16 • @jrc_collins
  61. 61. W Your turn #stc16 • @jrc_collins
  62. 62. {number} results #stc16 • @jrc_collins
  63. 63. The <person> moved Friday’s game to Saturday due to inclement weather. #stc16 • @jrc_collins
  64. 64. Signing up for our new notifications 
 is a cakewalk! #stc16 • @jrc_collins
  65. 65. ˘˘˘ © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ Done? #stc16 • @jrc_collins
  66. 66. What about localization? Avoid casual language, dude Jokes don’t usually translate. Avoid idioms like the plague Idioms don’t translate, either. Avoid humor Some cultures value formality. #stc16 • @jrc_collins
  67. 67. “with a wink” © Darren D– https://flic.kr/p/4rqPzP | https://creativecommons.org/licenses/by/2.0/ #stc16 • @jrc_collins
  68. 68. Friendly English
 &
 Successful Localization #stc16 • @jrc_collins
  69. 69. #stc16 • @jrc_collins
  70. 70. Remember transcreation? #stc16 • @jrc_collins
  71. 71. ˘˘˘ © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ Done? #stc16 • @jrc_collins
  72. 72. ˘˘˘ © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ Done? No. #stc16 • @jrc_collins
  73. 73. http://www.elitereaders.com/wp-content/uploads/2015/09/funny-cropped-photos-7.jpg Something’s missing … #stc16 • @jrc_collins
  74. 74. http://www.elitereaders.com/wp-content/uploads/2015/09/funny-cropped-photos-7.jpg … context #stc16 • @jrc_collins
  75. 75. © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ Localization kit REFERENCE INFO #stc16 • @jrc_collins
  76. 76. © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ Localization kit REFERENCE INFO #stc16 • @jrc_collins
  77. 77. © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ SOURCE FILES Localization kit #stc16 • @jrc_collins
  78. 78. © Oregon Husky – https://flic.kr/p/agKR6 | https://creativecommons.org/licenses/by-sa/2.0/ HANDOFF SHEET Localization kit #stc16 • @jrc_collins
  79. 79. W © Oregon Husky – https://flic.kr/p/487RqS | https://creativecommons.org/licenses/by-sa/2.0/ You’re done!#stc16 • @jrc_collins
  80. 80. Questions? #stc16 • @jrc_collins
  81. 81. Thank you! JOHN COLLINS • SENIOR WRITER • ATLASSIAN • @JRC_COLLINS

×