This document summarizes a presentation about global information architecture and localization. Some key points discussed include: - Categories and taxonomies are culturally dependent - Classifying people and work can introduce bias when going global - Developing localization strategies requires considering language variations and overlapping locales - Translating taxonomies poses challenges around semantic differences, granularity, and untranslatable concepts - Intercultural user research requires awareness of cultural blindspots and adapting methodologies for different cultures

1. Global Information Architecture Workshop. Peter Van Dijck – April 11, 2008. ASIS&T IA Summit Pre- Conference | asis@asis.org

2. Today Introduction. Categories are cultural. What happens when classifications go global? Classifying people & work. Developing locales. Break. Locale switcher. Global gateway. Content availability indicator. Alphabetical order. Translating taxonomies. Intercultural user research. (tag: globalia)

3. What is culture? Culture comes in layers : Visible products of culture. (symbols, laws, products, practices, …) Values and norms , that become invisible. Culture shows up at different levels Countries, regions Generations Gender Social class Professional groups Religions … Everyone belongs to multiple cultures .

4. Myths about culture & technology. The myth of globalization as cultural standardization. People give meaning to artifacts & practices. The myth that there is one path of technological evolution. Technology and culture interact, are co-created.

5. Categories are cultural. Biga Peula (Kiriwina, New Guinea) Potentially disruptive, unredeemable true statements.

6. The continents Seven Continents : Africa, Antarctica, Asia, Europe, North America, Oceania, South America. Seven Continents : Africa, Antarctica, Asia, Europe, North America, Australia, South America. (in USA) Six Continents : Africa, Antarctica, Oceania, Eurasia, North America, and South America. Six Continents: Africa, America, Antarctica, Asia, Oceania, and Europe. Five Continents : Africa, America, Oceania, Antarctica, Eurasia. Five Continents : Africa, America, Oceania, Europe, Asia. (in Europe and South America) Four Continents : America, Oceania, Antarctica, Eurafrasia.

7. Let’s organize this mess once and for all.

8. Dewey Decimal System 210 Natural theology 220 Bible 230 Christian Theology 240 Christian moral & devotional theology 250 Christian orders & local churches 260 Christian social theology 270 Christian church history 280 Christian denominations & sects 290 Other and comparative religions 294 Religions of Indic origin 294.3 Buddhism

9. Why hasn’t it been updated? Categories become embedded in infrastructure . There is no one categorization that works for everyone.

10. The Maori

12. The Craigslist mistake

14. Bias.

15. Recap: categories are cultural Categories are cultural Dewey’s lessons: Categories are embedded in infrastructure. There is no taxonomy that works for everyone. The Craigslist mistake. Don’t be afraid of bias.

16. What happens when classification systems go global ? Kyoikumama (Japanese) Mother who pushes her children into academic achievement [noun]

17. Introducing IA archeology Geoffrey C. Bower & Susan Leigh Star researched the ICD, a long lived, global taxonomy, from a social science point of view.

18. ICD examples

19. The ICD. Worldwide : every country of the world uses some version of the ICD. The ICD is ubiquitous in medical information systems. Long lived (origins in the late 19 th century), and still used today. Multiple audiences . Used by different groups: doctors (MD’s), statisticians, insurance companies, … It’s taught to medical practitioners.

20. Multiple audiences worldwide Countries: gathered in developed & less developed countries. Cultures: differences in culture cause different classifications. Audiences : different needs of doctors, epidemiologists and statisticians. Used by states, hospitals, insurance companies. More interested parties: industrial firms & pharmaceutical companies, …

21. Standards & workarounds The divergence in worldviews is dealt with by standardizing … Which is responded to with workarounds . The “other” category becomes very useful, or the first or default choice. There is no perfect solution for this tension between central and local.

22. Recap: classification systems that go global: Touch more audiences … with their own priorities & worldviews. Attempt to standardize … which is responded to with workarounds .

23. Classifying People & Work.

24. Classifying people . 1977: Please choose your race (only one): - White - Black - American Indian and Alaskan Native - Asian and Pacific Islander Please choose your ethnicity: - Hispanic - Non-hispanic 1997: Please choose your race (one or more): - American Indian or Alaska Native - Black or African American - Native Hawaiian or Other Pacific Islander - White - Some Other Race Please choose your ethnicity (only one): - Hispanic - Non-Hispanic

25. Classifying work . Work classification is used for lots of purposes: accounting, quality management, recordkeeping, business processes, legitimization of work practice, etc…

27. Recap Consider the consequences when classifying people (& work). Careful with limiting categories. Don’t assume your local classifications of people & work will globalize easily.

28. Developing locales. Maya (Sanskrit) The mistaken belief that a symbol is the same as the reality it represents. [noun]

29. Language complexity Most countries have multiple languages and some languages are spoken in many countries. UK : Native languages: Welsh, Scottish, Cornish, Manx, Irish. No official language (as the USA). English reaches everyone. Belgium : French, Dutch and German official languages. French & Dutch required. Local version preferred but not required. Switzerland : German, French, Italian and about 1% Romansh. International written versions of these are ok, although locally spoken versions are different. China : Lots of languages and dialects, Mandarin is the most common. 2 versions of written language: Traditional Chinese and Simplified Chinese. For PRC (Mainland China) or Singapore: Simplified Chinese. For Taiwan, Hong Kong and Macau: Traditional Chinese (with a few differences for Hong Kong and Macau).

30. Languages spoken Yiddish linguist Max Weinrich: “A language is a dialect with an army and a navy” Most people in the world are native speakers of more than 1 language. India : Over 100 languages spoken (427 total). English and Hindi are the most universal. Provinces have local languages (Malayalam for Kerala). Indian English is quite different from American or British English. ("Dear Sir, with reference to your above see my below.“) Africa : 1000s of languages Nigeria has 516 spoken languages. Congo 216. Most people speak 2, 3 or 4 languages natively. Trade languages include Swahili, and since colonization French (West Africa) and English (East Africa).

31. Global languages English, Spanish, Portuguese and French (and others) are spoken in many countries, but have different versions. English : British and American English separate (esp. for consumers), but use American if you have to choose, unless you’re based in the UK. Indian English is very different (“ You're going, isn't it? ”, “ I am understanding it. ”). (Like Black English, but Indian English has an army and a navy.) Australia, New Zealand, and South Africa probably prefer British English. French : European French is somewhat different from Canadian French, but not much. Spanish : each country has its own variant, but you can use "Latin American Spanish” for Latin America and European Spanish for Spain. USA Spanish becomes Spanglish. “ Universal Spanish” is also possible. Portuguese : Brazilian and European Portuguese are so far apart that you need two separate versions.

32. What are locales Terminology: internationalize & localize. A locale is traditionally a country-language combination. User expectations are going up: average website in John Yunker’s report is localized in 20 languages. Google search is available in 117 languages.

33. How to get started Look at locale structure Think markets, not languages

34. Typical example

35. Which languages? English is the new trade language. Top 10 spoken languages: English French Spanish (Latin America) Russian Arabic (middle east) Chinese German Japanese Portuguese (Brazil) Hindu-Urdu (India) Easy recipe: Latin languages first: English & Spanish. Next: French, German, Portuguese (they’re easy). Next: Russian & Hindu-Urdu (not easy markets to enter though). Next: Mandarin & Japanese (harder to localize for). Next: Arabic (hardest to localize for – left to right!) Most internet users: China USA Japan Germany UK

36. Locale structure Translate the UI Template site. Separate sites

37. When to use: Translate the UI Social networks (Myspace, Flickr, …) Simple brochuresites. Templated site. Intranets Product companies (Dell, …) Separate sites: Marketplaces (eBay, Craigslist, Amazon) UI translated. Content is the same (either all translated or not, for user generated content). Central templates with local adjustments. UI can diverge over time. Content is local. Categories can be different.

38. Hyperlocalize Specialized, very local locales that have a large population and often a lot of pride in their localness.

39. Overlapping locales Locales have a strong tendency to float and overlap.

43. Domain names Everything under mysite.com, or local domains (mysite.co.uk, mysite.fr, …). Don’t use domain names for language locales, use fr.mysite.com or mysite.com/fr/ instead. Don’t necessarily translate myword.com into monmot.fr Legal consequences: hosting locally, availability of domain names, … Think about your markets, and don’t be afraid of a mixed strategy. Translate branding domains (advertising campaigns, …). International domain names are coming (2009 - …).

44. Business.

45. A word about effect on business strategy. Business processes Marketing & branding Revenue: Top 3 users of Orkut: 66% in Brazil, 10% in the USA, 7% in Iran. Advertising (USA) versus digital goods (Asia) for social networks. Don’t go global, go regional. Effects on business (offices, business processes, adjustments in product offerings, …) tend to scale to regions, not global.

46. Recap: locales Languages. Locale structure. Hyperlocalize. Overlapping locales. Domain names. Effects on business & strategy.

47. Exercise: Latin America locales You’re at a social network X (competes with Facebook & such), currently US English only, and you need to come up with a strategy to expand to “Latin America” (no detail was given).

48. Break.

49. Locale switcher.

50. The basics Locale naming: Use “Français” instead of “French”. Careful with flags. Show current locale. Let user switch. Remember settings.

53. Global Gateway . Kulikov (Yiddish) Legal judgment made for pragmatic reasons. [adjective]

54. Basics See locale switcher, plus: Just the locales; 1 page. Still keep locale switcher on site. Two styles: gateway first, or homepage first.

60. Content availability .

61. Content availability indicator Shows other available languages for content. Use when: User is not seeing content in their language, but other languages are available. User may want to see alternative options.

62. Alphabetical ordering.

66. Fucha (Polish) Using company time and resources for your own ends. [verb] Translating taxonomies.

67. Translating taxonomies. Taxonomies depend on content, users & context. Ambiguity of the taxonomy affects translatability: technical terms -> country list -> subject category. Unambiguous … -> ... Very ambiguous.

68. Issues with translating taxonomies Semantic overlap Differences in granularity Differences in hierarchy Untranslatable concepts

69. 1. Semantic overlap girl fille niña GIRL: A female child. An immature or inexperienced woman, especially a young woman. A daughter: our youngest girl. Informal. A grown woman: a night out with the girls. A female who comes from or belongs to a particular place: a city girl. Offensive. A female servant, such as a maid. A female sweetheart: cadets escorting their girls to the ball. Very few words match up exactly between two languages. Context is needed to clarify. Girl = niña, chica, joven or hija.

70. 2. Differences in granularity Germans don’t have a word for skidding, but they do have two words, Rutschen and Schleudern, for skidding forwards and skidding sideways. skidding Skidding sideways Skidding forwards n/a rutschen schleudern

71. 3. Differences in hierarchy French hierarchy: Betail > gros betail > boeuf English hierarchy: livestock > — > cattle betail Gros betail boeuf livestock n/a cattle banana n/a n/a platano platano banana

72. 4. Untranslatable concepts Some concepts don’t have a translation but can be explained, others cannot be explained completely. Also between different user groups (doctors and patients, for example).

73. Being practical Develop centrally, translate and adjust locally if needed (the Dewey Decimal approach). Develop in each locale (the eBay approach).

74. Intercultural user research. Zwischenraum (German) The space between things. [noun]

75. Team composition Nepalese antropologist Rajendra Pradhan: “Believe believe believe, that’s what everyone here talks about.” Researcher (elderly black lady): “People told me they opened up to me because of my color and grey hairs”. Recognize that you have blind spots, and think about your team composition.

76. Gut feel. Jorge Arango: “It looks too dry”. You can’t rely on gut feel to evaluate for other cultures.

79. “Studying culture without experiencing culture shock is like practicing to swim without water.” Test for “ angry ”, with locals. The usefulness of culture shock

80. Adapting your methodology UX methodology is US/Western centered. Evaluating content for immigrant students. English & Spanish versions. Different content. Talk out loud is a typical problem. Bollywood technique (invented by Apala Lahiri Chavan).

81. Recap Team composition Recognize that you have blind spots, and think about your team composition. Gut feel You can’t rely on gut feel to evaluate for other cultures. The usefulness of culture shock Test for angry Adapting your methodology UX methodology is US/Western centered.

82. Recap of today & discussion . Kekau (Indonesian) To awaken from a nightmare. [verb]

83. Recap & discussion Introduction. Categories are cultural. What happens when classifications go global? Classifying people & work. Developing locales. Break. Locale switcher. Global gateway. Content availability indicator. Alphabetical order. Translating taxonomies. Intercultural user research.

84. Thank you . Wei-wu-wei (Chinese) Conscious nonaction; the act of not acting. [verb]

85. Recommended books Sorting things out – classification and its consequences. Geoffrey C. Bowker and Susan Leigh Star. Riding the waves of culture – understanding diversity in global business. Fons Trompenaars and Charles Hampden-Turner. Keywords – a vocabulary of culture and society. Raymond Williams. Word on the street – debunking the myth of a “pure” standard English. John McWhorter Women, Fire and Dangerous Things – What categories reveal about the Mind. George Lakoff Cultures and organizations – software of the mind – intercultural cooperation and its importance for survival. Geert Hofstede. They have a word for it – a lighthearted lexicon of untransltable words & phrases. Howard Rheingold. Redefining global strategy – crossing borders in a world where differences still matter. Pankaj Ghemawat The platypus and the mermaid – and other figments of the classifying imagination. Harriet Ritvo