4. Users are saying something..
• A total of 97 reviews have been made across all country app stores in the last
three months to incorporate support for reviewing reviews in multiple
languages
5. Analyzing theTripAdvisor Mobile App
Internationalization (i18n) & Localization (l10n)
• TripAdvisor Mobile App supports internationalization and localization
• TripAdvisor Mobile App is available in multiple language because of i18n
and l10n
• Benefits of supporting multiple languages:
• Bigger target audience
• Convenience toTripAdvisor’s diverse users
• Globalized reviews (reviews from locals and foreign tourists)
6. “Localization” of Reviews:Worth it?
• Undoubtedly, there are numerous advantages of globalizing theTripAdvisor App.
However, users have been unable to view reviews in languages other than the
default language of the app.
• Problems:
• Limited Reviews => Less information for travelers
• Inconsistency acrossTripAdvisor’s products
• Cultural Biases – Sometimes, what locals are saying about a
particular business could be different from what a traveler might
have to say about that business
7. Competitors Offering
• Yelp uses BingTranslator to provide reviews
in multiple languages
• The translator provides an option to convert
reviews from a particular language to your
app’s default language if reviews are
available in different languages
• Zomato maintains consistency across its
products
• Zomato mobile app provides reviews as
available on their website, that is, in all
languages
8. What’s the solution?
FILTER
• Adding a filter to select reviews from different languages, similar to the
TripAdvisor website, will solve the problem for allTripAdvisor mobile app users.
11. Technical Implementation
• How canTripAdvisor show reviews in multiple languages?
Solution 1: Using a
Translator: Google
Translator/BingTranslator
Solution 2: Showing multi-
language reviews through
localization
12. Technical Implementation
Translators
• Advantages:
• Easy to implement – using translator
APIs
• Can be done for more number of
languages easily
• Disadvantages:
• Translators will lead to literal
translation of the review which isn’t the
best representation of a review as the
meaning & cultural nuances might get
lost
Localization
• Advantages:
• SinceTripAdvisor mobile app already
supports localization and
internationalization, the
implementation of reviews in multiple
languages should be easy
• Reviews will not be translated literally -
Localization involves translation plus
adapting the target-language content
to convey the same meaning and
connotation in the target culture
13. Technical Implementation
• Preferred way of implementation: Localization
• Underlying tasks for implementation through localization:
• Externalize resources (Reviews)
• Design a flexible layout (RTL layouts and text)
• Test the app
• Deploy (Release)
15. How can we check if multi-language
reviews are working?
• This can be done by evaluating the success metrics.
• User Engagement
• Has the user filtered reviews by language?
• Has the average session time increased per user on reviews page?
• User Retention
• How often does the user filter reviews by language?
• User Satisfaction
• Is the user satisfied with access to multi-language reviews?
16. Measuring the Success..
• User Engagement and Retention
• Session Durations: Rate of increase of session durations on reviews page
• MobileApp v/sWebsite: Comparison of rate of session durations in the mobile app v/s
rate of session durations on the website
• Number of reviews left in ‘different’ languages
• User Satisfaction
• Survey score: % of 10/10 score
• Reviews onApp Store and Play Store: % of 5/5 ratings
