Decision-making in Translation: Considering User Experience Research and Member Feedback
•Download as PPT, PDF•
2 likes•439 views
How to leverage user research and member feedback to create meaningful and engaging translations.
Recommended
Recommended
More Related Content
Similar to Decision-making in Translation: Considering User Experience Research and Member Feedback
Similar to Decision-making in Translation: Considering User Experience Research and Member Feedback (20)
Recently uploaded
Recently uploaded (20)
Decision-making in Translation: Considering User Experience Research and Member Feedback
- 1. Decision-making in Translation: Considering User Experience Research and Member Feedback 1 Aline Kubiak, Brazilian Portuguese LS Nani Ratnawati, Indonesian LS
- 2. 2 Our Mission Connect the world’s professionals to make them more productive and successful The World’s Largest Professional Network
- 3. 3 LinkedIn Members 22 languages supported 39+ million students and recent college graduates 75% of new members came to LinkedIn from outside the United States (Q3 2014) 332+ million members
- 4. 4 “Member” and “User” Member: someone who has a LinkedIn account User: used during research For this presentation, the two words are used interchangeably
- 5. Target Audience for LinkedInTarget Audience for LinkedIn Professionals all over the world, including high school and university students
- 6. What Do Localization Specialists do atWhat Do Localization Specialists do at LinkedIn?LinkedIn? Translate and review content: main site, mobile apps, marketing, press releases, surveys, and customer service Verify new features and products Provide expertise to engineers, product managers, and designers Manage translation vendors Maintain style guides and glossaries
- 7. An Example of What We TranslateAn Example of What We Translate
- 8. Localization and DesignLocalization and Design Intended Meaning Unintended Meaning Advance your career (by using LinkedIn) In Romanian slang, the image means “being in serious trouble. 8
- 9. Translation: Factors to ConsiderTranslation: Factors to Consider Research Member Feedback
- 10. Definition of User ExperienceDefinition of User Experience “The overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.” - Oxford Dictionaries “The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.” - Jacob Nielsen and Don Norman
- 11. How We Gather Feedback: Part IHow We Gather Feedback: Part I • Research • Qualitative (user experience research, including one-on-one research interviews and focus groups) • Quantitative (surveys, A/B testing) BUY NOW Variant A = 1.5% Variant B = 1.0%
- 12. How We Gather Feedback: Part IIHow We Gather Feedback: Part II Member Feedback •Feedback button on site •Feedback from Customer Service reps •Feedback and In-Country Review from local Sales and Marketing office
- 13. Talent Trends SurveyTalent Trends Survey • 26 countries, 18k members around the world • 2014 – 600 Brazilian members • Translation/review: Localization Team • Data collection: research teams • Data used by Marketing: internal purposes/collateral
- 14. Most Important Factors in a JobMost Important Factors in a Job • Better compensation/benefits • Greater opportunities for advancement • Better work/life balance • Increased job security • More recognition • More impactful role • Stronger relationship with manager • Better office location • Improved job title • More challenging job
- 15. Preconceived BeliefsPreconceived Beliefs • Takeaway: Research is useful to shatter preconceived beliefs • Brazilians would not choose “more challenging job” • Was among top 5 out of 10 most important Seeking opportunities for advancement 54% Better compensation and benefits 34% Better work/life balance 26% A better fit for my skill set 22% More challenging job 19%
- 16. Listening TourListening Tour • Qualitative: small sample (~50), but immersive with in-depth discussions and observations • Follow where Brazilians eat, live and work • Not just what they say, but how they say it
- 17. Listening Tour – Mobile ScreensListening Tour – Mobile Screens Negative (unclear value proposition) New translation: Crie seu perfil Um perfil completo permite que pessoas e oportunidades encontrem você Takeaway: When introducing a new concept be as specific as possible (when space or source text allows) English: Start your profile Let people and opportunities find you
- 18. 18 Positive (“nation of dreamers”) Listening Tour - Mobile ScreensListening Tour - Mobile Screens English: Find or be found by the job of your dreams. Save, search and apply to jobs Takeaway: Use research findings to inform transcreations
- 21. 21 Professional IdentityProfessional Identity • 2 different studies (Survey and one-on-one research interviews) • Brazilians don’t separate their professional from their personal lives English Portuguese Make the most of your professional life Conquiste suas metas profissionais (“Achieve your professional goals”)
- 22. Contradictory FeedbackContradictory Feedback • “Professional”/“elite” vs “informal” • English prefers “5 and 10 cent” words, avoids “25 and 50 cent” words: 5 10 25 50 Use Professional Idealistic Ameliorate Buy Opportunity Implement Proficiency Good Dream Perplexed Aficionado
- 23. Contradictory FeedbackContradictory Feedback • “Professional”/“elite” vs “informal” • Portuguese prefers “10 and 25 cent words”, Avoids “5 and 50 cent words 5 10 25 50 Pedir Dinâmico Disponibilizar Intempéries Colocar Profissional Otimizar Imediações Achar Acreditar Implementar Outorgar Takeaway: when feedback is contradictory, compromise and take a middle of the road approach until you get further evidence
- 24. Contradictory Feedback - English asContradictory Feedback - English as “Prestige Variant”“Prestige Variant” In- Country review: more English words User feedback: too much English (user generated content, product names) Compromise: if English word is widely used, more precise and shorter, English is OK English Portuguese Performance Desempenho Ranking Classificação Insight Insight Feedback Feedback
- 25. Indonesian (Pre-Launch):Indonesian (Pre-Launch): “Download” and “Upload”“Download” and “Upload” English Indonesian Download Upload Unduh Unggah LinkedIn Other Social Media Sites Download Upload Unduh Unggah
- 26. 6 Months after Launch:6 Months after Launch: Focus Groups and In-Depth Interviews in JakartaFocus Groups and In-Depth Interviews in Jakarta 21-30 year-old professionals who work at local and multinational companies and who use the Internet daily 9 Focus groups, each with 6 participants and different types of users: non-users, light users, and heavy users, covering top 5 industries in Indonesia 3 In-depth, one-on-one research interviews with professionals in Recruiting and Human Resources
- 27. 6 Months after Launch:6 Months after Launch: Focus Groups and User Studies in JakartaFocus Groups and User Studies in Jakarta Study Results Why is LinkedIn translating the terms download and upload? “Unduh” and “Unggah” sound awkward. But – we never used unduh and unggah on LinkedIn!
- 28. Also Informed by User Studies:Also Informed by User Studies: “Global Changes” for Other Terms“Global Changes” for Other Terms English Indonesian Log in/ Log out Masuk/ Keluar Feedback Umpan Balik Link Tautan Takeaway: Other sites/your competitors may use the translated version, but it doesn’t mean it is the right choice for your product/content Feedback from Language Reviewer: why use English if the Indonesian translation exists?
- 29. Informed by User Studies andInformed by User Studies and In-Country Review:In-Country Review: Global Changes for Product NamesGlobal Changes for Product Names Takeaway: Depending on the product and target audience, the translated version may not be the best version English Indonesian (Pre-research) Indonesian (Post-research) Recruiter Perekrut Recruiter Job Seeker Pencari Kerja Job Seeker Talent Finder Pencari Bakat Talent Finder
- 31. Feedback from Local Sales TeamFeedback from Local Sales Team for the Indonesian Marketfor the Indonesian Market
- 32. Know Your Audience:Know Your Audience: Introduce Industry-Specific PhrasesIntroduce Industry-Specific Phrases in A User-Friendly Wayin A User-Friendly Way Solution Provide explanation/clarification when space allows – e.g. Press Release, Surveys, Help Center Takeaway: Seek feedback/insights from local connections/local teams, especially for new concepts/industry terms Problem Since Recruiting and Human Resources are new industries in Indonesia, people are not familiar with the term “Passive Candidates”
- 33. Simplified Chinese:Simplified Chinese: LinkedIn’s “LinkedIn’s “Basic AccountBasic Account”” English First Translation Final Translation Basic Account Lite Version Account 精简版帐户 Standard Version Account 标准版帐户 Takeaway: Conduct user experience research early/ consult your users (or potential users) early
- 34. ConclusionConclusion Conduct research to: Gain new insights and shatter preconceived beliefs Inform transcreation Inform what kind of messaging resonates with users most Provide clarification when introducing a new concept or when value proposition is unclear Do not disregard contradictory feedback – you can always take a middle of the road approach 34
Editor's Notes
- - We will be sharing insights and specific examples in terms of how user experience research and feedback from members have helped our translation
- LinkedIn is often known as a place to find and post jobs, but we also aim to achieve our mission by providing a place for professionals: To engage with other like-minded professionals To read and share industry news To receive updates from companies and universities that they’re interested in
- I’d like to mention that for this presentation, we will be using the word “user” and “member” interchangeably. In the company, we often refer to people who have LinkedIn accounts as our members; when we conduct research, we often use the word user because we want to create an experience that is user-centric, meaning friendly to our user. We have features that are specifically tailored to students, because we would like to enable students to start thinking about their careers by allowing them to connect with universities, peers, and alumni and professionals who already have jobs they’d like to have in the future
- I’d like to mention that for this presentation, we will be using the word “user” and “member” interchangeably. In the company, we often refer to people who have LinkedIn accounts as our members; when we conduct research, we often use the word user because we want to create an experience that is user-centric, meaning friendly to our user. We have features that are specifically tailored to students, because we would like to enable students to start thinking about their careers by allowing them to connect with universities, peers, and alumni and professionals who already have jobs they’d like to have in the future
- To be differentiated from target audience for other social media sites which may be used to share content with more personal connections such as family and friends Target audience is crucial to our translation, because linguistic preference and style may differ in different demographics
- We each own our languages – responsible for the local site New features and products: new version of profile page Collaboration: date and name formatters
- We each own our languages – responsible for the local site New features and products: new version of profile page Collaboration: date and name formatters
- - I showed the videos to show that the localization team at LinkedIn does not only translate words and phrases, we also “translate” or localize/internationalize everything that our members experience on LinkedIn, including images and icons
- There are more factors to consider, but for this presentation, we will focus on two Research – a more structured way to get feedback - is when a group of participants is selected to be interviewed – users and non-users: how they experience LinkedIn, or if they are not familiar with LI, why they are not using it yet Member feedback is direct feedback that we receive directly from our members through different internal channels Aline will describe these two factors in more detail
- Industry leaders
- Research done throughout the year by different parts of the organization, targeting different aspects/members and to fulfill a variety of purposes. Qualitative: in-depth, loosely structured studies, usually with smaller samples, the results of which are not normally presented in numerical form. Impressions, thoughts, etc. Study the experience users have, as well as other aspects of our target audience. Quantitative: structured studies, with large samples and statistical results A/B testing: page that isn’t being visited enough, theory of what would make it more popular, create two versions of the page, one that achieves the result is the winning variant
- Direct feedback from user; button can be found everywhere in the site. Goes into repository, we search by language and country Customer Service: if they are receiving a lot of tickets related to a certain issue, maybe the issue/page/questions needs to be clarified ICR: “boots on the ground”, interact with members every day, know current terminology in industry
- When translating survey, joked that Brazilians would not want a more challenging job. Living under assumption of “jeitinho brasileiro”, “the Brazilian way” (getting things done with least amount of work possible). Results beat office location, job security and better title Takeaway: we are aware of the cultural norms in our countries, but have the benefit of an outsider’s perspective, which allows us to look at these norms more objectively. Research is a great tool to shatter pre-conceived beliefs we have about our own culture. Also, even though we understand our culture, we might not fully understand certain segments in them.
- Sample had students, new professionals, veteran professionals in a variety of industries travelled to Brazil to understand the country’s professionals on a human-to-human level. During the five-day trip, the teams connected with key target segments. They built cultural literacy through in-depth discussions and immersed themselves by visiting Brazilians where they live, eat and work.
- Key findings: “Start your profile: let people and opportunities find you” - value proposition needs to be clear. Need to explain to users how creating your profile can lead to being found by more people and opportunities” (limited by space restrictions in mobile)
- “Find or be found by the job of your dreams” – message resonates loudly with Brazilians. Coherent with my own perspective as an insider, is that Brazilians are a nation of dreamers. “there overall acceptance of being a dreamer, and following those dreams into career changes throughout life.”
- - We recently launched a feature that helps students find and choose a university according to their career goals. This is based on data provided by members about their education and the career paths that they took to their current jobs. Novel way of making education decisions for Brazilians, in which it is much more common for prospective students to pick a university close to home, not necessarily focused on the specific course they will be attending once there. The English tag line was “Where do you want to go?”. I could’ve directly translated it as “Aonde você quer ir?”, which is a perfectly acceptable translation. But taking into account the lessons learned during the tour, I thought the value proposition was too vague. When you are introducing a new product or concept, it often pays to be as descriptive as possible. So I thought back to the concept of being a dreamer, and try to appeal to this aspirational desire in the transcreation
- I’m hoping “what is the career of your dreams” will both clarify the value proposition of the new feature and appeal to the aspirational, Brazilian dreamer
- Brazilians tend to mix professional and personal relationships; they don’t compartmentalize them. Brazilians aren’t practically-minded when it comes to relationships. Everyone becomes their friend. That is why people will post personal things on LinkedIn and have a hard time differentiating between personal and professional content and networks.
- During the previously mentioned research, as was the case with other research we have done as well, Brazilians place high value on LI being a “professional” and “elite” platform. They like the professional context and like that it’s not a cats and memes social network. However, they also claim to like more informal and colloquial speech more than formal speech. How can contradictory feedback help you make a decision? Should I just sweep it under the rug? Our Voice and Tone team in LI generally uses 5 and 10 cent words, which they define as words that pretty much anyone understands. They define 25 and 50 cent words as powerful, but that can sometimes throw the audience, and generally try to avoid it.
- For Portuguese, we found the solution was to straddle the line; use words that are simple to understand, but not too informal and that convey professionalism and dynamism. We don’t want to create “fuss” or “bother” for our users, so we use words that most professionals in Brazil would understand.
- Another device that often transmits “professionalism” in Brazil is the use of English as a “prestige variant”; I often get feedback from our In-Country office to revert words back into Portuguese. But the site already has a lot of English (UGC content, product names), and I have also gotten feedback from our users that there is “too much English” on the site. My solution is: if there is a Portuguese word that conveys the exact same meaning as English, I try to use it. If not, the English variant is acceptable. English can also be considered a Prestige variant in Indonesian, as Nani will explain. A lot of English already: user generated content, product names, etc Compromise: if English word is widely used, more precise and shorter, English is OK
- Decided to keep the English terms ”Upload” and ”Download,” because after consulting with Indonesian professionals, we learned that most of them are more familiar with the English terms, rather than the translation
- Heavy users: access LinkedIn 4-6 times/month; light users: have account but rarely access it
- 6 months after launch: participants for user studies and focus groups in Jakarta, Indonesia, indicated that the translation for some terminologies is awkward, including unduh and unggah -- ALTHOUGH we never used such terms on LinkedIn (this means this was a common and inconvenient experience with other social media sites)
- - Language Auditor (want to protect and preserve the language) – someone who may not necessarily think about users
- - One of the research findings is that many Indonesian professionals aspire to work at international, well-known companies so they’d like to talk about products how the products are known globally /internationally - This happened also in other languages, such as Brazilian Portuguese and Malaysian
- Comfortable with Indonesian-English mix; English as prestige
- A passive candidate (passive job candidate) is someone who is being considered for a position but is not actively searching for a job. Active candidates submit applications to human resources departments. Passive candidates, however, are sought out by recruiters Because this phrase is used as one of the benefits in terms of why recruiters should use LinkedIn, ensuring that potential clients understand what this phrase means is crucial In a country where HR is a new concept and recruiting is a new industry, most people, even people in the industry, were/are not familiar with this term
- In a country where HR is a new concept and recruiting is a new industry, most people, even people in the industry, were/are not familiar with this term Solution: when space allows, provide a clarification/explanation of what this phrase means (e.g. on Help Center, in PR coverage, and surveys)
- - The focus group told us "Lite Version" did not sound good to them, because it could make people feel that something is taken away from their account - it makes them feel unimportant. - So I changed it to "Standard Account". Second group study gave very positive feedback on this term.
- Research can be formal user experience research and also informal interviews – gather a group of participants that would be the right fit for the product/material, and ask them the same and consistent questions