Translation & Localization

Copyright © Venga Localization, 2014. All rights reserved.

Jose PalomaresCTO, Venga Global


About the PresenterJose Palomares is the Chief Technology Strategist and Miracle Worker at Venga Global. Armed with powerful magic (some people insist in calling it technology) and untiring resolve, Jose’s role at Venga is to define, design and bring to life new tools and strategies that help customers get internationalization, localization and translation done as effortlessly and efficiently as it gets.


the 3 secrets I learned as

a classroom instructorAlways wear comfortable shoes.

PowerPoint skills don’t grow over time.

That guy that laughs at all of your jokes is planning on giving you the lowest score possible.


translation


User experience

UX


we are differentwe think different

we speak differentwe expect different

we perceive different


localization


global


the ‘global’ opportunity

- 72.4% of consumers say they would be more likely to buy/use a product with information in their own language

- Content offered in only one language can address at most 30% of the total online population

- It would take over 7,000 languages to reach the whole world population, but it only takes 83 languages to reach 80 percent of it


Fortune 500-proven

- 73.6% of technology-driven training at Fortune 500 companies comes through networked, online and mobile methods.

- In 2012, businesses that expanded their translation budgets were 1.5 times more likely than their Fortune 500 peers to report an increase in total revenue.


Fortune 500-proven

- The companies that translated information in order to communicate with and retain their partners were 2.67 times more likely to experience revenue increases. They were also 2.6 times more likely to generate improved profits.

Source: Common Sense Advisory


Customer service, branding, and market share outrank revenue growth as the top three reasons for translation among the Fortune 500.


YOU HAVE TO TRANSLATE YOUR E-LEARNING CONTENT

- If you have- A translated product- Branches / offices abroad- Offshore production- Local sales teams- Local business partners- Local instructors

- If you are required by law


YOU WANT TO LOCALIZE

- If you’d like to– Open to new markets and countries– Open to new target segments– Strengthen your global brand– Increase global revenue– Improve user adoption– Support diversity


YOU SHOULD LOCALIZE

- If you’d like to– Communicate effectively in a foreign

market– Maximize your design, authoring and

development investment– Engage local communities– Build credibility– Streamline user experience– Avoid disastrous mistakes


excited


the importance of mobile


Do you know your locale?


global ?


global-ready !


INSTRUCTIONAL SYSTEMS DESIGN meets MOBILE LOCALIZATION

METHODOLOGY

Bri-bri-bri-bringit on!!!


ADDIE

AnalyzeDesignDevelopImplementEvaluate


ADDIE

AnalyzeDesignDevelopImplementEvaluate

LOC-


beware of the “LOC”


LOC-ANALYZE


LOC – ANALYZE: Context

- Socio-cultural reality: Computer literacy, status, management chain, leadership, work ethics

- Legal and accreditation requirements- Culture-dependent learning ‘attitude’

– problem-solving vs. hierarchical system– logical learning vs. self-explanatory

- Usage analytics/research


LOC – ANALYZE: Viability

- Neutralize your course as needed. It may not work at all. Ex. leadership program couldn’t work in hierarchical Asia

- Define and align learning objectives with business goals

- Define step-by-step strategy- Revise law and policy compliance before

start- Cookies?


LOC – ANALYZE: Effort

- Technology available: Devices, connectivity, delivery network

- Special needs, disabilities- Adapt examples, case studies, research- Analytics- Video / animation

– Voice over / Lip sync– Subtitling– Stage


LOC – DESIGN: Screen size

- Maximize the space available for text– Eliminate all that is superfluous, keep only

pertinent content– Apply clear, light typographies. Use weight

and color to create highlights

- Consider using Maxed-out English- Aim for bite-sized chunks- Be as ‘responsive’ as possible, but not

too much- Focus on interaction design


Size matters

Chinese 61% Hebrew 83%Czech 117% Hindi 83%Dutch 128% Hungarian 113%English 100% Italian 109%Esperanto

92% Japanese 115%

Finnish 103% Portuguese 110%French 111% Russian 115%German 108% Spanish 117%Greek 128% Swahili 88%Korean 123% Swedish 95%


Bad

Good


LOC – DESIGN: Face

- Optimum length is 45-75 characters per line Use margins if you need to fill the screen

- Don’t clutter. One thing at a time.- Push course guide, calendar, links,

account info, etc. into slide-in sidebars or dropdowns

- If you use ‘phonetab’, use icons only


LOC – DESIGN: Visuals

- Consider cultural meaning of colors- Think of multilingual e-learning as

face-to-face classroom in terms of cultural considerations: gestures, tone, pausing, greetings…

- Substitute human talking heads with characters

- User center-crop style for images


LOC – DESIGN: Learner-centric content

- Reduce the number of screenshots, remove those not relevant

- Use culturally-neutral images; don’t use images to convey emotions or metaphorical concepts

- Keep all images/graphics text-free. Substitute as much as needed.


font


LOC-DEVELOP


LOC – DEVELOP: Structure

- Set browser-safe Unicode fonts and fallback fonts through font family stacks

- Use structured content and XML to subdivide content and maximize the possible reuse

- Apply metadata even if you don’t have a clear use for it

- Mobile first? Not necessarily!


LOC – DEVELOP: UI

- Resource your strings, including punctuation signs- Never concatenate: “2 days left to complete the

module”- Never hardcode dates, times or currencies- Use UTF-8. It works 99% of the time- Keep always present the locale:

– do me a ‘favor’ or a ‘favour’ and that they know whether to take the ‘elevator’ or the ‘lift’, and that they know whether $100.00 is expensive

- Don’t base language on the device language- Be aware of RTL


global Englishyour authors and creative

team won’t like it


translationOPEN SEVEN DAYS A WEEK, AND WEEKENDS TOO.sourceOPEN ON WEEKDAYS AND WEEKENDSglobal EnglishOPEN ALL THE DAYS OF THE WEEK


instead ofIn relation to the selection of a firm of consultants, we are at liberty to make a choice. (12 miniwords in a 19-word sentence. Too wordy.)

useThe Marketing Team is authorized to select a consultancy firm.


instead ofAt the end of the day, it's up to the Chief Executive. (10 miniwords in a 12-word sentence. Too colloquial.)

useUltimately, the Chief Executive will make the decision.

source: Quality Web Content — http://www.qwc.co.nz/


LOC – DEVELOP: ‘Voice’

- Create a style guide and a glossary for each language– Product names, feature names,

abbreviations, client names

- Update that terminology- Think twice before using machine

translation or crowdsourcing- Make sure your voice talents fit the

purpose


LOC – DEVELOP: Video

- Video is powerful, adaptive, trendy and easy to cut into slices

- Customize as much as needed- Redesign scenarios (stages)- Choose your “talking head”- Keep body language under control- Think of it as face-to-face


video


LOC-IMPLEMENT


LOC - IMPLEMENT

- Keep the content centralized and regulate and track custom changes

- Use an LMS to make deployment and maintenance as easy as possible

- Use an LRS to track progress, interest and user adoption

- Test it test test it test it test it


LOC - EVALUATE

- Use data mining, social media, click analytics, learning records

- Collect feedback and react- There is no perfect model. Evaluate and

rethink- Study your audience and convert/adjust

your measurement parameters– A ‘like’ may just be a polite ‘yes’

- Convert into a report and escalate it


practice


now it’s your turn


THANKSFOR YOURATTENTION

Jose PalomaresCTO, Venga

[email protected]

@localizing

Translation & Localization

Technology

Transcript of Translation & Localization