Discussed how to pull localization upstream in the content development process by integrating the two processes into the overall product development lifecycle.

1. Pulling Localization Upstream
Katherine (Kit) Brown-Hoekstra
16 November 2011

2. Introductions
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3. Introductions
From http://www.flickr.com/photos/42742849@N00/3150620989/sizes/m/in/photostream
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4. Agenda
 Reasons for Integration
 Definitions
 Levels of Globalization
 Technical Communication Process
 Localization Process
 Process Integration
 Potential Problems
 Return on Investment
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5. Reasons for Integrating
 Faster time to market
 Increased global customer
satisfaction
 Decreased localization costs
 Improved efficiency
 Improved quality
 Rapidly changing global market
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6. Number of Native Speakers*
1. Chinese: 1.2 billion
2. Spanish: 329 million
3. English: 328 million
4. Arabic: 221 million
10. German: 90.3 million
16. French: 67.8 million
*As of 2009, from Ethnologue.com
http://www.ethnologue.com/ethno_docs/distribution.asp?by=size
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7. Ratio Non-Native to Native
Speakers
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8. 94
% of Population
415 6,909
Number of Living Languages
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9. Top 10 Languages on the Web
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10. Cost/Benefit Analysis
Cost
Benefit
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11. Globalization
The process of aligning the product design,
marketing, packaging, and support
materials with a global product strategy.
The focus is typically at the organizational
level, and is strategic
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12. Internationalization (I18N)
The process of creating a flexible system architecture
and processes for the product and documentation so
that they can be easily customized to meet the needs
of a specific locale. Generally focuses on the
technical side of globalization.
The key idea is that this process is accomplished
in the source.
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13. Levels of Globalization/I18N
 Organization
 Process
 Product
 Documentation
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14. Process
 Ensure CMS workflow and tool set support localization
 Consider localization requirements at every stage of development
 Build strong QA and editing guidelines/processes
 Close the feedback loop with localization
 Develop and enforce effective change control
 Establish International usability testing and market research
 Integrate In-country review process w/ product cycle
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15. Technical Communication
Process

16. Content and
Product Design Writing/Editing
Team Review
Design Doc
Template & Review Terminology
Other Research Management
Style Guide
Development Revise
Usability
Testing
Information
Architecture QA
Development
Project Final
Post-Mortem Approval
Deliverables
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17. Content Management
Courtesy of Author-it Software Corporation
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18. Content Management (cont)
Courtesy of Author-it Software Corporation
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19. Localization Process

20. Project Kick-off File Prep
Meeting & Analysis Translation
QA
In-Country Review DTP/Engineering
Project DTP QA/Testing
Final Deliverables
Post-Mortem
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21. Tech Comm Process with I18N
& L10N Integrated

22. Info Arch/Template
Content and Writing/Editing
Product Design Team Review
Terminology
Revise
Management
Pseudo-
Translation Pre-Translation
QA
Internationalization
Localization
Proj. Mgmt Localization Approval
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23. Process Comparison
Technical Communication Localization
o Creative o Transcreation to fit cultural
o Developmental expectations
o Fuzzy Parameters o Transference
o Iterative o Clear parameters
o Distillation of technical data into o More Linear
usable information o Tasks performed by different
o Multiple responsibilities (project specialists (translation, QA, project
management, research, templates, management, desktop publishing,
style guides, writing, editing, engineering)
graphics, testing, etc.) o Constant deadline pressure
o Frequent deadline pressure o Often pushed to the end of a project
o Often receives last-minute
additions/changes
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24. Harnessing the Power
of CMS to Integrate Processes
 Pull localization upstream
 Structure workflow
 Modularize and structure content
 Edit for internationalization
 Write once, publish many times
 Separate content from format
 Establish terminology management
 Maximize re-use
 Enforce consistency
 Reduce desktop publishing/engineering
costs
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25. Potential Problem Areas
 Needs analysis
 Content analysis
 Editing and change management
 Metadata and attribute management
 Tool selection
 Style guide
 Terminology consistency
 Workflow
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26. Return on Investment
Reuse
Courtesy of Mark Lewis, from DITA 101, a Rockley Group publication.
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27. Return on Investment
CMS Workflow
 Improved localization project
management
 Improved content throughput
 Faster time to market
 Reduced localization costs (20% or
more)
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28. Return on Investment
Automated Formatting
 Reduced cost of DTP per language
of 80% or more
 Improved consistency across
languages
 Improved focus on content quality
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29. Questions?

30. Contact Information
Kit Brown-Hoekstra
Comgenesis, LLC
Phone: +1 720.542.3075
Email: kit.brown@comgenesis.com
Twitter: @kitcomgenesis
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