Translation & Accessibility in One Blow
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Translation & Accessibility in One Blow
- 1. @TerenaBell
- 2. Why don’t we think about translation & accessibility all the time?
- 3. “Tech’s moved on.” -@ultan
- 4. “Client won’t pay for it.” -Anonymous
- 5. “Localization is often considered an engineer’s responsibility.” –RyanDoherty.com
- 6. 26%
- 7. 3%
- 9. Top Reasons Fortune 500 Companies Translate 64 66 68 70 72 74 76 78 80 82 To meet customer expectations To reach more customers in markets where they already compete To increase brand value To meet regulatory & legal requirements Percentage 69.39% 71.43% 71.43% 79.49% @TerenaBell #FILive
- 12. BEST PRACTICES
- 17. 80% < 30%
- 19. 85% of global shoppers will NOT buy at all from a foreign language site
- 22. Website visitors are 6X more likely to purchase products in their native language
- 23. Joint Tip? Make sure your user can READ it.
- 27. Danger or Love Good Luck Communism Sunday
- 29. Joint Tip? Be intentional about color.
- 31. Joint Tip? Be intentional about color.
- 32. Visual
- 33. Auditory
- 34. Motor
- 37. Motor
- 43. Chinese, Japanese & Korean L2R R2L Up & Down
- 45. Joint Tip? Don’t default to traditional direction.
- 46. Translation Increases Downloads AND Revenue Highest ROI in South Korea, China & Japan
- 49. 128% = 1 week
- 51. Cognitive
- 55. Global Website Preferences Direct & explicit language Shorter text strings @TerenaBell #FILive
- 56. Global Website Preferences Bullet points @TerenaBell #FILive
- 57. Global Website Preferences Right to left @TerenaBell #FILive
Editor's Notes
- Recently sold translation co, not trying to sell you anything – more trans than #a11y as my background (trans type of #a11y) - Encourage questions/interruption (don’t learn, your fault) – free chocolate Accidently say erudite, Tweet @TerenaBell
- Asked online – What do we NOT like about it? What’s hard?
- 1) It’s not cool
- Takes extra time to implement & client won’t pay
- It’s somebody else’s job. - Since most people think localization requires just replacing text, many people don’t give it a thought during …design…Well guess what? That one teeny decision someone made two months ago is now an engineers problem. A design that requires two elements to line up perfectly breaks... Localization is everyone’s responsibility, not just engineers. If product managers, designers…and yes, engineers all thought ahead andplanned for localization, it would not be such an arduous task.
- Some people are doing it In 2000, English was the dominant language of the internet by a 26% margin
- by 2011, that margin had dropped to 3%.
- Growth/change by company
- Why mess w it? 79.49%, 71.43%, 71.43%, 69.39%
- Just because more people are doing it doesn’t make it easier
- If I could say Expecto Patronum I’d have been “richest translation co owner alive alive alive”
- Called that for reason – first best practice, actually be able to SEE site
- Misnomer that accessibility is only for blind & vision impaired, but start. What do blind & China have in common? Size of text. Larger text not only helps optimize for mobile but also Chinese & other character based languages
- learn
- Easier to see?
- Trad more detail – Why is China worth the extra work? Let me show you an equation.
- Why China worth extra work? Show you equation. 80% of US population online: China’s 30% is greater than our 80% - China has 200 mill more people online than US – China has had more new web users onboard in the last three years than there are in the whole of the US.
- BBC reports Chinese 200 million police monitoring websites than they do on the street Call it world wide web but who really cares about rest of world, why does having it in Chinese matter?
- 200 mill online in China (that’s 170 mill)
- Thinking of #a11y – Whether in another language or not visable enough, same result
- We’ve got Helen Keller & the Chinese who benefit from larger type, who else? Other logographic languages …then the ones you’ve never heard of (basically other China languages) Eghap in Cameroon – admittedly not going to majorly impact design, but…
- In 8 country survey, 72.4% of consumers said they’re more likely to purchase if a website is in their native language. 42% of EU consumers never purchase products or services in a foreign language, even if they speak it fluently. In China, this figure grows to 95%. Nelson Mandela once said “If you speak to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Well, it also goes to his wallet. That’s why the same survey showed that global consumers were, in fact, unilaterally willing to spend more money if a website was in their own, native language.
- Shout out some colors in this - What you & I see, BUT
- 8% of men and 0.5% of women see this - color blind TRITANOPIA (1 of 4 kinds)
- Regular, DEUTERANOPIA, PROTANOPIA, TRITANOPIA Why are you using colors to begin w? Ask audience answers. What meaning do they have? Look pretty? No effect w/o a reason
- US China Russia Thailand
- US Belgium Korea Thailand So the final tip is thinking about the colors you use—reason vs look pretty—be intentional in your design, but that’s a best practice anyway, right?
- Why is this slide blue? Logo color
- blue=loyalty
- Slide background create congruency in info presented w our brand Sold co so why blue now? I’m lazy
- Visual is only 1 component of 4 – what’s next main area in #a11y to design for?
- I got nothing—you have to deal w them both separately
- What do these guys…
- …have in common with these guys?
- Read word aloud on 3 – M sound first, r sound last – Could do that because we all read L2R
- They read R2L – see where punctuation marks are
- A test – have to get out of trap of thinking L2R
- If designed for right handed tablet & mobile left handed person has to reach across – also designed to read L2R, even if you translate this into Arabic, have to click next at the beginning not the end
- Why mess with it? Who doesn’t want to optimize for Obama? 10-12% of US population is left handed 420 million speak Arabic plus speakers of all those other languages
- How do we fix in 1 fail swoop? Flat design, up and down
- Benefit of implementing this tip? ES, FR others L2R & Obama perfectly capable of swiping right? Ditsumo study - R2L langs have highest ROI!
- Not just highest revenue, but also high download—do you think China is 1, 2 or 3? Guess other country?
- In a month Harlem Shake Yourself app, David Janner Spanish keywords were also indixed in US iStore - French, Spanish, Italian & Russian did best MakeAppMagazine
- 4th area Cognitive disabilities from stroke etc , dyslexic, ADD (hard to process reading depending on setting, easier to read on paper than screen), illiteracy—or speak another language
- Kathryn & Michael Summers 2 yr Pfizer study low-literacy adults dealing w medicine info After testing the original website w low-literacy & high-literacy readers, redid site to meet needs of low-literacy readers, retested. the changes helped the high-literacy people more. Lesson/single tip? Use simple words
- And carry a big data stick
- Trick is: May be simple in our lang, but not in theirs – again about removing yourself & thinking about users not you 63 letters – means beef testing law (16 characters)
- Where are your users?
- Don’t have a full patronus yet, but scared some of the dementors away?