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The Global Web44:47 with Terena Bell
In 2000, English was the dominant language online by a 26% margin. By 2011, that had dropped to 3%. What do you think that figure will be in 2015? What about 2020? Forget the UN or the EU—the Internet is the true international collective. The Global Web is the new reality. Even if the website you design is never translated—which at some point, it probably will be—you still need to be aware that people from other cultures and other native language backgrounds will be on your page in the future. Whether you realize it or not, being a designer makes you a global designer. So how does increasing internationalization affect the most basic principles like “don’t make them think”? Or logical vs confusing navigation? Or even seemingly unrelated areas like accessibility? You know the basic principles already. But do you know how the way you use them must change?
Now some of us may be here because it was a free company paid trip to New York. 0:00 I don't know. Is that you? 0:03 Raise your hand. 0:03 I promise I won't tell your boss. 0:04 Anyone? Anyone? 0:05 Anyone? 0:06 Okay. 0:07 Yeah! We've got some honest people! 0:07 Woo hoo! All right. 0:09 So, but mo, a lot of us I know are here to learn. 0:10 So, if you do not learn, it's two people's fault. 0:13 It's my fault, and it's your fault. 0:16 It's my fault because I've got to pay attention to you, and 0:18 I've got to make sure that you're getting material that you can learn from. 0:20 But also its your responsibility to let me know when you don't understand something. 0:23 You know We've got Therese down here who's going to run around with the mic with 0:28 questions. 0:30 So just raise your hand be like hey Therese, 0:31 hey Tarina, it should be easy to remember, just yell hey T. 0:33 If you forget. 0:36 That works. 0:37 And you know let us know and we'll come around. 0:38 So don't feel like you've got to hold your questions to the end. 0:40 I want everybody to be as active as we can at nine something in the morning. 0:43 I'm not a morning person, but I'm delivering it, all right. 0:46 We're going to do this. 0:48 Okay? All right. 0:50 So, told you you were going to have to participate. 0:51 Round one of participation everybody. 0:53 Yeah. 0:55 Alright so, if there were 100 people in the world and 0:56 I don't know how well y'all can see the different colors here okay, but 0:59 each of these little dots is a person okay, we've got a world of 10 people. 1:03 So which color of the dots, if each color represents a language that people speak, 1:07 which color do y'all think is English? 1:13 And I apologize for the non-accessibility for color blind folks. 1:18 Go ahead. So somebody started to say something. 1:20 Sorry sir. >> First language. 1:22 >> You said the first language? 1:24 Yes like as their native language. 1:27 >> Blue. 1:29 >> You said blue? 1:29 Okay so we've got like a blue in the middle. 1:30 We got somebody that thinks blue. 1:33 All right, what else have we got? 1:34 >> [INAUDIBLE]. 1:36 >> [INAUDIBLE] >> Okay, okay. 1:37 So we've got a couple of folks that are saying blue. 1:41 What other colors do we have here? 1:43 >> Yellow. 1:45 >> Okay, we've got yellow. 1:46 Anybody else want to take a guess? 1:48 Okay, and hopefully that's going to stay on there. 1:52 Okay, so. 1:55 Who said, did anybody say yellow? 1:57 I heard a yellow and orange. 2:00 All right, so the yellow is gonna be not your bright sun yellow at the bottom, but 2:01 that mustard yellow. 2:06 All right, so you've got five, 2:07 basically five out of 100 people who English is their native language, okay? 2:09 So, say we wanted to talk to 90 percent of the world. 2:15 Okay. 2:19 You know, that's a fair gain, that 90 percent of your target audience should be 2:20 able to understand and use your site, right? 2:24 You know, a good figure to hope for. 2:25 All right, so say we want 90 percent, 2:27 how many languages does your website need to be in to reach 90 percent of the world? 2:30 Anybody want to take a guess? 2:34 >> Three. 2:35 >> Okay I've heard three. 2:38 >> Two. >> I've heard two. 2:40 >> 15. 2:44 >> 15 is much closer to 13 which is our answer. 2:45 All right, I heard two. 2:49 The two right there are English and Spanish. 2:50 With English and Spanish, oh and I forgot to say if I accidentally say something 2:53 erudite, I tweet at, in every language. 2:57 Okay. 2:59 So the two are going to be English and Spanish, all right? 3:00 You're going to cover 30% of your online population that way. 3:03 When you add Chinese you get over 50% of the population. 3:06 But, what I didn't explain on this slide is that this big, 3:11 large chunk of green that's at the bottom, that's all "other languages". 3:14 So, that's why we need thirteen languages for your site to reach 90% of the world. 3:18 Okay, so let's actually think about where our users live. 3:22 Anybody want to take a guess, and I warned you: we'd be active here, 3:27 we're going to learn. 3:30 All right, anybody want to take a guess what percentage 3:31 of website users are in North America? 3:34 >> Eight. 3:36 >> Okay, I heard eight. 3:39 >> 65. 3:40 >> Did you say 65? 3:43 Okay. 3:44 I'm not going to be able to move it here. 3:46 Anybody else? 3:50 You want to take a guess? 3:50 33? Okay. >> 20. 3:51 >> I didn't hear. 3:52 >> 20. >> 20. 3:55 Okay. 14% of web users are in North America. 3:56 We've got 26% here in Europe, 10% in South America, 4:01 we've got 9% in Africa, and then Asia Pacific is gonna be 41%. 4:05 So my apologies to our Australia folks, we're getting combined here, okay. 4:10 All right, every single day there are one million people 4:15 who log onto the internet for the very first time. 4:19 That's one reason why this North America stat is going down, 4:22 because we've had the internet for longer okay, so the growth for 4:25 the internet is not happening in North America. 4:29 So where is it happening? 4:33 Okay, now I'm not a coder, and coders are supposed to be good at math, but 4:34 somewhere Mrs. Keller, who was my 11th and 12th grade math teacher, is crying. 4:39 Because 80% is not less than 30%, right? 4:44 Okay. 4:48 Anybody think that my slide's wrong here, maybe? 4:49 We're moving along. 4:51 Moving along. 4:52 Okay. All right, the reason why 80% has become 4:53 less than 30% in every world except for math is because 80%, 4:56 that's the percentage of the US population that's online. 5:01 Okay, 80% of Americans. 5:05 Are connected to the web, all right. 5:08 30 percent, that's the amount of people in China who are connected to the web. 5:10 Now the truth of the matter is, China's a much bigger country than we are, okay? 5:15 So China's 30 percent of people that are web users is greater than our 80 percent. 5:20 Of people who are web users. 5:26 China has, get this, 200 more million people online. 5:28 200 million more people online than we do here in the United States. 5:33 All right, in the last three years. 5:37 Now, when is the first year that anybody here used the internet? 5:39 [BLANK_AUDIO] 5:42 Did I hear an 87? 5:46 >> 97. >> 97, 5:47 okay I thought 87 was kind of early. 5:48 First, I didn't hear. 5:50 >> 91. >> 91, okay. 5:52 First year I 5:53 ever used the internet was 1995. So 5:54 we've been using the internet here, for quite some time. 5:56 But, in the last three years, more people have started using the internet for 5:59 the first time in China. 6:04 Than have in the entire history of the Internet, in the United States. 6:06 Just think about that for a minute. 6:12 Okay? 6:14 That's why the Chinese government actually has more police, 6:14 they have 200 million police officers who patrol the Internet. 6:20 Okay? 6:24 They have more internet police, than they do police on the streets. 6:25 That means that the internet, now this is a little bit my own personal political 6:30 opinion, but you on some level they're prioritizing the internet above, 6:34 you know murder, rape, theft okay. 6:38 They've got more people policing the internet. 6:42 That's how much the internet is growing in China. 6:44 All right? 6:47 So, when we're looking at these stats, and we're looking at how many people in North, 6:50 we've got 14% of users in North America, all right, 6:53 we've got tremendous internet growth in China. 6:56 Why am I the only person here speaking about translation. 6:58 [BLANK_AUDIO] 7:02 Because translation's like toilet paper. 7:08 You don't really think about it until you need it. 7:10 Now I will add to this. 7:13 I didn't come up with this. 7:14 This is actually a meme that circulated in the translation community and 7:15 it's been around for maybe three or so years. 7:18 All right. 7:20 But I would add to this that it's like toilet paper, not because you don't think 7:21 about it until you need it, but because if it's not there you really miss it. 7:26 All right, so why do you miss translation? 7:32 Because 85% of global shoppers will not buy at all, from a foreign language site. 7:37 All right, doesn't matter if they speak it barely, 7:43 doesn't matter if they're also fluent in it, 85% of people 7:46 will not purchase from a site that is not in their native language. 7:51 I speak French, but 7:55 I'm not about to give something that is not in English my Visa number. 7:57 All right, I'm from Kentucky. 8:02 I wanna be able to read it, okay? 8:03 So going back to this, where on here did they speak English? 8:05 This should be an easy guessing game for folks, all right? 8:10 Looking at where our largest numbers are. 8:13 Okay, we've got 41%, all right, that does include Australia. 8:15 Our 14% does include the United States. 8:19 And then our 26%. 8:22 Includes Great Britain, alright, but Great Britain, you know, no offense to 8:24 any of the English here, but, you know, it's an itty bitty little island, 8:27 even though the sun never sets on it, in the middle of a very large continent. 8:30 Okay? 8:34 So, basically, you're missing all of these other percentages and all of these other 8:35 countries and continents if your website is only in English. 8:39 All right? 8:43 So why are you losing this? 8:47 Because people don't buy what they don't understand. 8:49 When's the last time that you bought something that you didn't know what 8:53 the hell it was? 8:56 When's the last time that you bought something that you weren't really sure if 8:59 it was what you needed or not? 9:02 You know people are people all around the world. 9:05 Okay, they wanna understand what they're buying, 9:08 they wanna understand what the service is. 9:10 If they're going to your site for 9:11 information, it's because they want to understand it. 9:13 Okay? 9:16 So what do they buy? 9:18 All right, website visitors are six times more likely 9:20 to purchase if it's in their native language, okay? 9:24 So we have 85% who wont buy at all, that means that there's 15% of people who 9:26 unlike me would happily order in French, you know would happily order in Spanish. 9:32 Because they speak that, you know, 9:36 maybe their native language is something small like Icelandic and 9:38 there aren't a whole lot of options on the web for buying in Icelandic, okay. 9:41 So, your 15% who will buy are six 9:45 times more likely to buy if it's in their native language, okay. 9:48 You've got 72.4% of consumers who are more likely to purchase if it's in 9:53 their native language. 9:57 Al lright, 42%, the EU is one of those places, 9:59 the European Union is one of those places where English has very much become. 10:02 A lingua franca, okay. 10:06 People are used to dealing in English. 10:08 So you're German and you're speaking to somebody from France, you're used to maybe 10:09 dealing in English if you're not each fluent in the other one's language, okay. 10:13 But 42% of even somewhere where English is a business language, okay, 10:17 42% of European consumers never purchase products or 10:22 service in a foreign language, even if they speak if fluently. 10:25 All right, we've been talking about China a lot. 10:28 Anybody wanna guess what the percentage is of Chinese people who will not buy if it's 10:29 not in Chinese? 10:34 [BLANK_AUDIO] 10:35 95%. 10:38 Okay? 10:39 So, basically, where the internet is growing the quickest, 10:41 only 5% of those millions of people will purchase if your site is not in Chinese. 10:45 All right, Nelson Mandela said once that if 10:50 you speak to man in his language it goes to his heart. 10:54 Well, I'm gonna make the argument today that it also goes to his wallet. 10:57 That's why Fortune 500 companies, 11:02 we've got the reasons up here why they're translating, okay? 11:04 All right. 11:07 79.49% of them are translating to meet customer expectations. 11:08 This has absolutely nothing to do with getting new folks. 11:14 This is just, 11:17 our customers want it in French, they're French, we have to translate it, period. 11:18 Okay? All right. 11:22 71.43%. 11:23 Cuz I know that those numbers are kinda small on the side. 11:26 Okay? 11:28 It's to reach consumers and markets where they already compete. 11:28 Okay? 11:32 So, it's not necessarily to go into new markets. 11:33 Now, you do find, with small to medium size enterprises, 11:36 especially here in the United States that translation is to grow in a new market. 11:39 But, the reason why most sites are being translated at larger enterprise 11:44 is basically just to grow and get more customers, where they already are. 11:47 All right we've got the exact same percentage that it's to increase brand 11:52 value, because it goes back to people don't buy what they don't understand. 11:56 Am I going to fast? 12:01 To slow? I know 12:02 I'm throwing a lot of statistics at folks, are we doing okay? 12:02 Questions? 12:05 We're doing all right? 12:05 Okay. 12:06 So, basically, it's to make people feel more warm and 12:07 fuzzy about what they're already doing. 12:09 Okay? 12:12 All right, who has to deal with branding on their website? 12:12 Anybody? 12:15 Just hands. 12:16 Okay. Yeah, so we've got some people that maybe, 12:17 this is resonating a little. 12:18 And then we have a smaller percentage, 69.39% of Fortune 500s that 12:20 translate basically because the government makes them. 12:24 You know these are a lot of your medical, 12:28 I don't know if we've got any medical device folks that do webs, 12:29 websites like for medical device. 12:32 That maybe do websites for legal, like for a law firm or anything like that. 12:34 That's gonna be you, okay? 12:38 So for the rest of us, those of us that aren't in a law firm. 12:41 Those of us that aren't, you know, already working in different things. 12:44 I've got a surprise for you. 12:46 You already design a global site. 12:47 Now who here, their, your site is just in English? 12:51 Okay, so we've got some hands. 12:55 Whether you know it or not, you already have an international site. 12:57 Okay? 13:02 It just goes back to those statistics that I was showing earlier, 13:02 we've got 14% of web users in North America. 13:05 All right, there are more people, a lot of people I'm sure have heard this before. 13:08 That there are more people in Africa who get on the internet via their phone 13:12 than there are who own a toothbrush. 13:16 Okay? In Latin America, internet access, 13:18 just on mobile alone, is growing by an average of 50% per year. 13:22 And then, in Latin America, your multiple platformer e-commerce, 13:27 it's growing at 156% per year, okay. 13:32 So, basically, like, we've got a guy here from the United Nations, and 13:36 I was talking to him last night. 13:39 And the thing about it is, when Woodrow Wilson first proposed the League of 13:40 Nations right after World War II, the goal was to bring everybody together online. 13:45 Well, we have that, but it's not necessarily here in midtown at the U.N.. 13:50 It's online. 13:55 So, whether you're aware of it when you design or not, 13:57 you already have a global site, simply because of where the users are. 14:00 So, how do you make it a good global site? 14:06 I'm so glad you asked. 14:10 Don't make them think. 14:16 Now who here thinks that I'm plagiarizing Steve Crow? 14:17 Anybody? 14:21 All right. 14:22 I'm I the only person here who's read that book? 14:23 >> No, it's great. 14:25 >> Okay. Yeah, yeah, yeah, 14:27 lady in the audience says it's a great book. 14:27 Okay. 14:29 So basically I'm going to start not plagiarizing Steve Crow because I'm 14:29 actually citing him. 14:33 Okay. 14:34 He called this the common sense approach. 14:35 It kinda goes back to that whole people don't buy what they understand. 14:37 It makes sense. 14:40 Don't make them think. 14:41 All right, right now, though, 14:41 56% of websites are only available in English, so 14:45 the most basic UX principle, which is don't make them think, 14:49 is not being applied to 56% of websites on, out in cyberspace. 14:55 Okay? Do you know why? 15:02 Because when I'm a native Spanish speaker, and I go to your English site, 15:04 you're not just making me think, you're making me think in a foreign language. 15:09 Does anybody know how much harder that is? 15:16 So, that's our basic UX principle. 15:20 So what we're gonna talk about today is that basically, 15:22 the way you make your site a good global site, 15:24 is the exact same way that you made your English site a good site. 15:28 You just have to think about, it's like accessibility. 15:32 You just have to think about the fact that somebody not exactly like you, 15:34 is also your user. 15:38 All right? 15:41 So another rule on not making them think. 15:42 All right, a lot of people say that it's easy to just have Google do it, and 15:44 they're like well, you know, I don't need to translate my site 15:47 because if they need translation, they're just going to select for Google to do it. 15:50 Anybody here wanna tell me how many hours, how many weeks, 15:55 how much time you spend designing and then the full build out of your site? 15:58 Anybody want to give me an average? 16:02 You said 200 I didn't hear. 16:06 >> 200, 300. 16:07 >> Okay, 200 to 300 hours on, on making your site. 16:09 Anybody else want to tell me how long you spend making your site? 16:12 >> [UNKNOWN] >> Forever? 16:14 That was funny. 16:17 >> [LAUGH]. >> Whoever said that. 16:18 Yeah. What else have we got? 16:19 Somebody, come on this is your chance to brag. 16:24 Tell me how hard you work. 16:25 [LAUGH] Two weeks, three months, okay. 16:26 So we're going to take three months of work, we're going to take 200 to 300 hours 16:31 worth of work, we're going to take forever worth of work. 16:35 And we're just going to say, here Google. 16:39 I no longer want control. 16:41 Take my site. 16:43 I have nothing to do with it from here, right? 16:44 That's what we're all going to do? 16:49 Is completely give it to some company not ours where we don't know a single person 16:50 maybe who works there or we know somebody from like a cocktail mixer. 16:53 And we're just going to give them complete and utter control over our site? 16:56 Right. I don't see any hands. 16:59 Right, because whenever you do that, 17:03 the thing about it is, they're going to translate your site. 17:05 It's up to you whether you have control over how well or 17:09 how poorly it's done, okay. 17:14 All right, and then the thing about it is, your competitors, all right, the people 17:17 who are selling what your company also sells be it a service, a good, whatever. 17:22 They are already translating, okay. 17:27 Here is how we know this. 17:29 In 2000, English was the dominant language of the internet by a 26% margin. 17:31 Does anybody want to guess how much that margin had shrunk to? 17:38 >> [LAUGH] >> By 2011. 17:41 I'll show you a picture of Natalie Portman if you do. 17:42 >> 11%. 17:46 >> 11 you said, percent, okay. 17:48 Anybody else want to take a gander? 17:50 >> Eight. 17:51 >> Eight? All right. 17:52 In the year 2011 it had shrunk to 3%. 17:53 All right? So 17:59 other people are getting on the translation train. 18:00 Choo-choo. 18:02 Okay. 18:06 Let's look at some specific companies that have figured this out. 18:08 All right? 18:10 We've got eBay, and I'm sorry. 18:12 I think that it's cutting the mic when I turn, 18:14 so I apologize that I'm being restricted to the podium, as 18:15 much as your site is probably restricted by other people that you work with, right? 18:18 No, yes, never? 18:22 I've got some laughter. 18:23 Thank you for pitying me. 18:24 All right, so basically we've got eBay, who in the year 2, so 18:25 we're looking at 2004 to 14, all right. 18:29 Ebay went from nine languages to 25 languages. 18:31 Coca-Cola went from 26 to 43 languages. 18:34 That's a significant jump. 18:38 All right. 18:40 Apple, look at this, went from 14 to 32 languages. 18:41 American Express from 24 to 40. 18:45 And we have Amazon coming in with a somewhat 18:46 pleasant performance from four to nine. 18:50 All right, but basically, they're getting the fact that the first rule 18:53 of making your already global site, a good global site, is just to translate it. 18:57 It's not that hard, just call me. 19:02 All right, so, getting on with Steve Craig, right? 19:07 Somewhat of a fan. 19:10 Our next rule here is omit needless words, okay. 19:12 So basically, 19:18 Crugg's principles for scanning versus reading, and I should have asked, 19:18 do we have any questions so far on the not making them think we're doing good? 19:21 >> Actually, I have a question. 19:25 >> Yeah, yeah, yeah, yeah, yeah. 19:26 >> Turn on the mic for my own question. 19:27 Or maybe I won't. 19:29 >> Oh, sorry. 19:33 I can repeat it, so. 19:34 >> Okay cool. 19:35 So what do you think contributes to Amazon's low level of different languages, 19:36 is it because they can't really compete in Chinese markets. 19:40 They already have established websites to compete with such as. 19:43 >> Okay, so questions was what do I think attributes to Amazon's 19:46 low level of growth. 19:49 Is it because they don't compete in Chinese markets, 19:50 is it because a low number of languages. 19:53 >> Yeah, I notice that they only have a couple. 19:55 >> And this also, this is from the beginning of the year. 19:58 Amazon has grown tremendously from the beginning of the year to the end 20:00 of the year. 20:03 And that's because they just actually moved to the platform that we work with. 20:04 It was very difficult for them to manage, because a lot of times folks, 20:08 like a lot of times do it the old fashioned way. 20:12 To where you're having to export your strings to somebody who isn't a designer, 20:15 doesn't code, so that they can go in and translate like basically your UI. 20:20 And then having to import those strings. 20:26 And so whenever you work like the tool that we work with has gone, 20:28 it's a good question, thanks. 20:32 The tool that we work with has got your website at the top. 20:33 I don't have a slide for this I apologize. 20:36 And then at the bottom we actually go in and we can translate it live so 20:38 that we can see what it's doing to your design while you work. 20:43 And so that cuts developer time down to a third and it also makes it cheaper. 20:47 So they've had growth since then because it's cheaper and 20:51 it's faster, but I would say that the limited growth from earlier 20:55 would basically be because it used to be more expensive and laborious. 21:00 So, anybody else, we doing good so far? 21:05 Okay. 21:07 Cool. 21:08 Alright, so here's one reason why you need to omit words that basically are needless. 21:09 Okay? 21:17 It's not just that people also scan in other countries instead of reading, 21:18 because they do. 21:22 But it's because the clearer your writing is the less likely we are to make errors. 21:23 Has anybody ever set there and 21:29 nodded your head while you had no idea what the person was saying? 21:31 Is anybody doing that right now? 21:35 >> [LAUGH] >> Okay. 21:36 All right, I'm getting one nod. 21:39 Thank you for being honest. 21:40 [LAUGH]. 21:41 All right, so the clearer that you are, 21:43 the less likely that we're gonna have to bother you with questions, and 21:45 then when we can tell that you're annoyed because we have questions, 21:48 the less likely that they are to just go on and do it wrong, without you. 21:51 All right, and then here's another really, really, really important reason. 21:54 We charge by the word. 21:58 So, can anybody see why your getting rid of words that you don't really need? 22:02 Might be a good idea. 22:07 Yes, all right. 22:12 You can already tell that I'm serious about the wanting feedback part, right? 22:13 Okay. 22:17 All right. 22:18 So the thing about it is though, also going back to quality, 22:18 regardless of the language, whether it's English, whether it's Spanish, no matter 22:21 what it is, words don't always translate directly from one language to the other. 22:24 Take for example, the word run. 22:30 Okay. I'm not gonna jog across the stage. 22:33 Don't worry. 22:35 There are over 100 different words in Spanish for the word run. 22:37 Is there a run in my pantyhose? 22:43 Am I having a run of good luck? 22:45 All right, is the liquid going to run out through the sieve? 22:46 There are over 100 words in Spanish for the single word run. 22:51 And then also part of this is just because in Puerto Rico they're going to say it 22:58 different than they do in Spain. 23:02 All right? 23:05 Take that for example, all right? 23:06 I'm an American, quite clearly. 23:08 All right, if I need to change my tire, if I, if I get a new spare tire. 23:09 Where am I going to put it in my car? 23:13 Yes, that is a 1965 Mustang. 23:15 I'm going to put it in the trunk, right? 23:20 Anybody? 23:23 Yes? 23:23 No? Okay, all right, but if I were British, 23:24 I would put my tyre, spelled T-Y-R-E into the boot. 23:27 Now, if you tried to put a tire into one of my boots, 23:33 you're going to owe me a new pair of Pradas. 23:36 [LAUGH]. 23:37 Okay? 23:39 So, the more precise you are with your language, 23:40 and the way that everything is laid out. 23:43 And the clues and the indicators on your site that clue in with the language. 23:44 The better job we're going to be. 23:48 And because I don't want tires in my boots, you're going to have to do 23:50 a separate website for Portugal than you do for Brazil. 23:54 You're going to need to do a separate website for Mexico than you do for Spain. 23:57 You know, it's just how it is if you want to be precise. 24:00 Okay? 24:03 Now even if you're working in just a single country, like, say, 24:05 you're not selling to Mexico and Spain, we only need Mexico terrain now, okay? 24:08 There are still over 100 different words in Spanish for the word run. 24:14 Translators need context in order to pick the right one. 24:19 Okay, we don't want bottled water in a can. 24:23 Somebody didn't get the context here. 24:27 Okay? 24:28 This is what happens when you send us strings in isolation. 24:29 This is what happens when you do it the old fashioned way, and 24:33 just send us an Excel with the code and the English on one side, 24:36 and then tell us to stick the Spanish with the code in column B. 24:41 Because we can't always see what we're doing. 24:44 So the fact that there are 100 different ways to say run in Spanish, 24:47 do you know what that means when we translate? 24:51 That means there are 99 possible mistakes. 24:53 I don't like that number, 24:58 I don't want the possibility of 99% of the choices that I can make being wrong. 25:01 So you've got to give me context. 25:07 Now that's a software as a service that you have to buy separately. 25:09 Say you don't want to do that. 25:12 Okay? 25:14 Say it's like, hey, you know I don't have the budget for anything but 25:15 the translation. 25:17 Then give me meta, metadata, okay? 25:18 We can do it old fashioned but give me that. 25:20 Or give me links to where you're testing it. 25:23 Give me links to where maybe the English is already up. 25:27 To where we can actually see what it looks like. 25:30 But it's when we don't have context we get bottled water in a can. 25:33 All right, we doing okay so far? 25:39 Okay. Good, 25:41 cause I'm moving on to another principle. 25:42 All right. We have got 25:43 logical versus confusing design. 25:44 All right. Anybody want to tell me what this is? 25:47 Anybody know what this is already? 25:49 Okay, I'll explain it. 25:52 We're doing good. 25:53 Okay, this is not Steve Krug, that may be why I'm getting a couple of looks, okay? 25:54 All right. 25:58 Trash can. 25:59 Yay. Where does the trash can go on our 26:01 desktop? 26:03 if you still have one. 26:04 Anybody? 26:07 Like if I'm looking at my computer, 26:09 where's the trash can, the answer is on the slide. 26:10 Huh? >> [INAUDIBLE] Right? 26:12 >> Okay, you said the bottom right. 26:13 >> Yes. 26:15 >> Okay. Great, 26:15 do you know why it's on the bottom right? 26:16 Because we read from left to right. 26:19 [BLANK_AUDIO] 26:22 We read from top to bottom. 26:25 So it makes sense that when I'm done with something, 26:28 when I've read it this way, my trash can's going to be here okay? 26:31 But what if I spoke arabic? 26:35 If I spoke arabic, I read right, somebody just did it with his hand, 26:38 yeah, you're going to read from right to left. 26:42 So instead of my trash can being at the end of my software here, 26:46 even though the trash can hasn't moved, all of the sudden it's in the beginning. 26:51 Why am I going to throw things away in the beginning? 26:55 All right, this is why when we talk about localizing websites, 26:59 we tend to say localizing sites instead of translating them. 27:02 Translation is just the words. 27:06 Localizing is everything else. 27:10 So if you're just giving me those strings, 27:13 I may not know that your design needs to change. 27:16 Okay? 27:20 All right. 27:22 You know, to quote Krug again, navigation reveals content. 27:24 And we're changing your content to suit a brand new country or culture. 27:28 So your navigation may need to change, as well. 27:33 So speaking of that, anybody here a Taylor Swift fan? 27:36 >> Woo. 27:39 >> Yeah, I got somebody that's active in the back. 27:40 All right. 27:42 So where you place your action items 27:43 is going to effect the action that your user takes, okay. 27:46 So when the language reads from left to right, 27:52 we're gonna come up here to Miss Swift. 27:54 Okay, so we've got 60 of Taylor Swift's most beautiful looks. 27:57 If I want to see her next beautiful look, 28:00 am I going to click on the left, or am I going to click on the right? 28:03 Oh, I'm sorry, this is my right. 28:09 Am I going to click on this side, or am I going to click on this side? 28:10 Okay, I'm going to click this side, to go to look number, let's look number three, 28:13 so look number four is going to be this way. 28:17 Now, I sincerely doubt that when Cosmopolitan put this together, 28:19 they were thinking about any of Mrs. Swift's Arabic speaking fans. 28:22 Don't know if Taylor Swift has any Arabic speaking fans. 28:27 You know, but if I spoke Arabic, that's going to take me back. 28:31 Okay? 28:36 I'm going to go to look four when I wanted to take another look at look two. 28:36 And I'm going to be really confused. 28:40 So you have to think about this in your navigation. 28:42 So when we tha, 28:44 think about what's the logical design versus what's a confusing design. 28:45 It still is going to be logical, so I told you the principles don't change. 28:50 Okay? 28:54 We still are focusing on logical design, but 28:55 what is logical is going to change from one country to the next. 28:58 Okay? 29:03 So what's logical in one becomes confusing design in the other. 29:04 So time for a pop quiz. 29:09 Okay, I know that this is a grainy slide. 29:10 I apologize. 29:13 Does this drink make our little dude better? 29:15 Hoorah, I'm well. 29:17 Or does it make him awfully sick? 29:19 Okay, I've got people saying that it makes him sick. 29:23 Anybody else? 29:25 >> [INAUDIBLE]. 29:26 >> I see some people thinking out there. 29:30 See, we have no words here, so 29:33 that's why you need to localize the site instead of translating it. 29:35 Because even though this has no words, so if you're sending it to a translation 29:39 company, you would have never sent this to me. 29:41 Whether he's better, or 29:44 whether he's sicker depends on which language you speak. 29:45 All right? 29:50 If you speak English he gets sick. 29:51 If you speak Arabic, he gets well. 29:54 >> [INAUDIBLE]. 29:56 >> Yeah. 29:59 Well, oh you're saying the empty thing? 29:59 Maybe he vomited in it, well no that's the. 30:01 He doesn't have, I don't know, yeah, I'll have to get a new slide. 30:03 But,. 30:06 Thank you for your participation, sir. 30:07 [LAUGH]. 30:08 You're all right. 30:10 Okay, so, it's not just Arabic though. 30:11 What are our other languages where we need to think about this? 30:14 Now, the cure I'm going to tell you is just flat design. 30:17 You know, but, what are other languages where we've got to think about this, 30:19 we've got Arabic, we've got [UNKNOWN], we've got Farsi, you know, Punjabi. 30:23 You all know how to read. 30:26 I'm not gonna read all of them off, okay? 30:28 But, we got a whole slew of others. 30:30 We've got a whole other part of the world. 30:31 Basically, if we look at this, it's that part of the world. 30:33 It's those people over there. 30:37 Okay, they read from right to left. 30:38 Okay? 30:44 So, vertical navigation is always an idea that, basically, it'll help 30:44 remove your need for a right to left start and also help set your page up for mobile. 30:51 So, like, if we're thinking about mobile, if we're thinking about accessibility, 30:56 we're going to move to like a vertically designed site anyway. 31:00 We're wind up, wind up going move to a flat anyway. 31:03 So, just do it now and 31:06 it'll save you trouble on all of your right to left stuff later, okay? 31:07 All right cuz logical navigation basically is going to increase the ROA of your site, 31:11 that helps you get more internal buy in for 31:16 your department that makes your boss love you. 31:17 Right? When they can make money off of your site. 31:19 Again, we're thinking not a call center, we're thinking a profit driver. 31:21 All right, so, thinking about logical versus confusing. 31:24 All right, we've got a cute little baby up here, okay? 31:30 Anybody heard of theory of mind? 31:34 All right, theory of mind is that wherever you look, I'm gonna look. 31:36 It's the reason why the whole like, oldest trick in the book, look over there. 31:41 It's the reason why that works. 31:44 Okay? 31:47 Cuz if I say look over there, even though I just told you it was a joke, 31:48 come on I had one person that probably eyed, followed my finger, okay? 31:51 So, looking at this in English Only, all right, 31:55 with this website, okay, nobody was actually reading the text. 31:58 Okay, they're looking at the baby. 32:05 And where's the baby looking? 32:07 Anybody wanna tell me? 32:08 Yeah, the baby's looking straight out. 32:10 Okay. 32:11 So, then, they might see the diapers next, but they're never going to read the copy. 32:12 You know, they're not probably going to buy the diapers, 32:16 be directed to buy diapers. 32:19 You know, they're probably gonna be like, oh cute little baby. 32:20 And if they like babies, say cute little baby again, and 32:22 if they don't like babies, just go on and click or whatever. 32:25 Okay. 32:27 So, if you change this up, this is called theory of mind, 32:28 where I'm going to look where somebody else is looking. 32:31 We all wanna be part of the group. 32:34 Where's the baby looking now? 32:35 [BLANK_AUDIO] 32:37 Yeah, the baby's looking at the text. 32:38 So, what's gonna happen, we're gonna come over herem and 32:40 we've got baby to text to diapers. 32:43 The goal is to make you buy the diapers. 32:47 Okay? 32:50 So, that's very law is logical design and it's utilizing theory of mind very well. 32:50 Okay? 32:56 However, if I speak those other languages, 32:56 this is an example to where it's not just the image, because the diapers and 33:00 the logo we're actually putting in as a separate image from the baby. 33:03 Okay? 33:06 So, it's not that I'm gonna go and I'm gonna be like, 33:07 well, we're selling in Africa, so, you might not wanna use a little white baby. 33:09 You know, that's my job too, but that's not what's going on here. 33:12 This is design, this is something that you're gonna need to think about 33:16 because you're using theory of mind to direct your user in a certain way, 33:19 as far as eye tracking goes. 33:24 Okay. 33:26 So, basically you want to think about how you use theory of mind and how eye 33:27 tracking is going to change when somebody reads in an entirely different direction. 33:31 Because, basically, 33:37 you got the baby kinda looking at the butt end of the text if it goes the other way. 33:38 Does that make sense? 33:41 I'm seeing some people nodding and 33:43 I'm seeing a couple of possibly confused faces. 33:44 Questions? 33:46 We're doing good. 33:47 Comments? 33:47 >> Would it make sense to have the text be the first thing that you see and 33:48 then the baby kind of, the image would kind of flip? 33:51 She just said, Therese just asked would it make sense to have the text be 33:54 the first thing you see and then the image of the baby flipped? 33:57 Yes, that is precisely what I would recommend. 33:59 You know, we basically just do an inverse to the baby, we shift everything this way, 34:01 we put the baby this way, looking at the text, and you still get the exact same 34:05 eye tracking movement, to where, you know, a cute little baby's gonna be the first 34:09 thing you see especially if you're a mother buying Pampers. 34:13 Right? You know, and 34:15 then you're gonna see oh, where's the cute little baby looking? 34:16 Oh, he's looking this way. 34:18 Now, I'm gonna read your copy, now, I'm gonna buy the diaper. 34:19 Okay. All right, doing okay so far everybody? 34:22 Okay, cool. 34:26 All right, so, we just got done talking about right to left. 34:27 Now, here's the kink in the works. 34:31 [LAUGH] Chinese, Japanese and Korean, sometimes, they're right to left. 34:33 Sometimes they're left to right and sometimes they're up and down. 34:37 It just depends on who you're talking to and what you're talking about, 34:41 and, and how old you want it to look. 34:46 Like the up to down is a whole lot of an older idea, you know, 34:48 like, if you're trying to do a certain thing with your branding, so, 34:51 that just gets a little complicated. 34:53 That's another reason why for 34:55 a localized site, I'm just a big advocate of vertical, flat design. 34:57 It just takes care of so much of that. 35:02 All right, another way that you can get around that for, for 35:04 Asia specifically, because I'm not just gonna give you one fix, okay. 35:09 I need to give you more than one fix, for you to figure out what works for you. 35:12 If you've got a language that reads from right to left, or 35:16 left to right, or up and down, bullet points. 35:19 I'm a big fan. 35:23 All right. 35:26 So, here's the question. 35:27 Does anybody think this sounds like a little bit of work? 35:30 Maybe, I promise you, not a whole lot of extra work, but 35:33 it's still a little bit of work. 35:35 Is it worth it? 35:38 [BLANK_AUDIO] 35:39 Is it worth it? 35:42 You know, I've given you a lot of stats at the beginning, you know, 35:44 that basically say, you know, you've got this percentage of the world that you're 35:47 not going to be able to access, but is it worth it for you? 35:52 Well, when Survey Monkey applied all of this, 35:56 they made all of their money back in 6 weeks. 36:00 This includes the software, the service to get the, the in-context translation and 36:04 to keep them from having to import important strings. 36:10 So, a year contract on that, the amount that they paid the translator, you know, 36:12 the amount that it cost to buy because that's a Korean lady and 36:16 that's an American lady. 36:22 You know, the amount that it costs for them to get the new images and 36:23 that kind of thing, they made all of that money back in 6 weeks. 36:26 So, anything after 6 weeks was straight out profit. 36:29 So, all right. 36:34 We doing okay? 36:35 Okay and I'm supposed to be done at 10:40, right? 36:37 Yeah, and it's 10:37. 36:41 So, I've got 3 minutes again, like, I said earlier, I tend to think of giving 36:42 a presentation more as teaching a class, than me just talking the whole time. 36:47 Because you're here to learn. 36:52 So, we've got 3 minutes. 36:54 What, is there anything that anybody wants to know? 36:56 Are we doing good? 36:58 You know what's, what's next everybody? 36:59 I mean I do have like, one final slide but, now's your chance. 37:00 Okay. 37:05 [SOUND]. 37:05 [BLANK_AUDIO] 37:08 [INAUDIBLE]. 37:10 >> So I work for a university with a, not a large international student 37:11 population, but a fair one, and we're always interested in gaining more 37:17 international students, but it's been a little bit of a challenge convincing 37:20 school leadership that we should translate our site into multiple languages because 37:26 we don't offer our service, which is education, in anything but English. 37:30 >> Right. >> So, I have been struggling with 37:35 figuring out a way to make that argument and to convince people that, 37:36 well, they still are gonna want to get our information in their native language, 37:42 do you have any, suggestions,. 37:45 >> Yeah. >> or tips, for 37:47 how I could sort of sell that, 37:48 >> That's, >> to leadership? 37:50 >> That's, that's a hard one. 37:51 Because you don't want them to enroll and fail, 37:52 because they don't speak English which is the classroom language well enough. 37:57 And so then, the argument is, 38:00 well if somebody really needs admissions information in Swahili or French or 38:02 Chinese or whatever, you know, how are we sure that they speak English well enough? 38:06 Well, in a way that's Admissions' job to make sure that they pass their, 38:09 test of English as a foreign language, but 38:13 you've got to think about who makes that college decision. 38:16 Study Abroad Canada is one of our clients who had really great, they're 38:19 a really great case study for us to where they work with Holland College and other 38:25 colleges in Canada to increase the amount of people who want to come to Canada, 38:29 not just to learn English, but just for their study abroad like woohoo Canada. 38:34 All right, so, they translated not any of the admission stuff, 38:37 because they want to make sure that everybody applying gets everything. 38:42 It's one way to kind of catch people that's above and 38:45 beyond the TOEFL, which again is that Test of English as a Foreign Language. 38:47 But what they did was anything that had to do with, like, why Canada is cool, or 38:51 why Holland College over some of these other Canadian Colleges or 38:56 other colleges that participate in the study abroad Canada system. 38:59 Because you gotta think about it, and every country's very different as far as 39:02 family dynamic and as far as how old you are when you go to college. 39:07 But when I was 17, I wanted to go to Vanderbilt but 39:11 my mother said you're going to Center College. 39:15 You know, so, it's not just the student who's making decision. 39:19 And because the student speaks English brilliantly and well enough to come, mom 39:23 and dad, or aunt, or uncle, or whoever it is that is raising them and loving them, 39:27 and possibly helping to fund them, is not going to be probably as good in English, 39:32 or if they are, it goes back to that, you, you speak to a man, it goes to his heart, 39:38 in his language, you speak to a man in his language, it also goes to his wallet. 39:43 You know, 85% of global shoppers won't buy if it's not in their language. 39:46 So, it's a way of extending to that parent, 39:50 it's a way of getting the parent on board, and of making sure that 39:52 they understand because they're going to be shipping their child. 39:56 Like, it was scary for my mother to send me 3 hours away. 39:59 If you're sending your child an ocean away, 40:02 you're damned well gonna wanna understand every freaking word you can. 40:05 So, I don't know if it helps you. 40:10 Hm. 40:12 Yes, ma'am. 40:13 >> I do a lot of, [UNKNOWN] work for, >> I can't, I can't hear you very well. 40:14 I'm so sorry. 40:20 Thank you, I'm glad you're participating. 40:21 [LAUGH]. 40:22 [BLANK_AUDIO] 40:24 >> Little better? 40:26 >> Yeah! 40:28 >> Okay, At my company, we work on, we've been working on a lot of localization of 40:29 our products specifically for Spanish and Portuguese. 40:32 And, I'm not familiar with either of those languages. 40:34 So, a lot of times, we get our, here's our English text, we take it to a, 40:37 through a company, And, they translate it for us, and we plug it back 40:41 into the sites to try to make it work, you know, out on a basement level. 40:46 One issue I always come into is just, well I'm really relying on faith, 40:50 right, that these guys are translating these correctly. 40:55 I don't have a QA process. 40:57 I have no idea ultimately if this is real. 40:58 And more often than not, I'll get a co-worker. 41:02 I'll say take a look at this and they're like, you know, 41:04 this is not a wrong translation, but this is odd for the web. 41:06 This is not how you talk. 41:09 It's a little too formal or information. 41:10 >> Right. 41:12 >> And. 41:13 You know, the other day, I'm like, what am I paying for? 41:14 I'm not sure, like, if this is really even appealing to the audience. 41:16 >> Yeah, couple different fixes. 41:20 One is a style guide. 41:23 Before anybody sits down, don't ever trust anybody who takes your string and runs. 41:24 We should have questions. 41:30 Too many questions, and we took an assignment over our head, not we, 41:32 like in every language, but just like we, the translation population, okay. 41:35 All right, if there are too many questions, if they're just annoying 41:38 the snot out of you, then they don't really know what they're doing. 41:41 They really do legal and this is technical, you know, or they, 41:45 they really do retail and this is legal, you know, or whatever. 41:49 No questions at all is even scarier, 41:53 because it's like you're talking about, you have no idea what you're getting. 41:56 So, but the way that you can do, prevent, okay, so we got prevent, and then we got 41:59 find out later, because everybody's gonna be at different stages, okay. 42:03 Prevent is to do a style guide, they should be saying. 42:06 There are multiple ways to say you in Spanish. 42:09 Is it plural? 42:11 Is it singular? 42:12 Is it formal? 42:13 Is it informal? 42:13 Is it Argentina, where they have this word vos that just pops up randomly? 42:14 Okay, if they're not asking you those questions, 42:18 they should be before they start because you're the one who knows. 42:21 Whether you want a formal or an informal website. 42:26 You know, like if my site is Walmart versus the United Nations, 42:28 I need to take a different tone with people, okay? 42:32 So they should be asking you that, they should be asking do you want the names of 42:35 things translated, like if I sell the super-duper Turina mobile. 42:40 Is that going to be the super-duper Turina in Spanish, or am I gonna call it, 42:44 you know, the Super Coche? 42:49 You know, like, they should be asking you if you want brand names done. 42:51 They should be going through anything stylistic, and making sure, 42:55 before they begin, that it is your decision. 42:59 Alright, that's for them. 43:02 Now how do we know post? 43:04 Say you've already got a contractor or somebody you're like, 43:05 I'm screwed they didn't ask me that and they've already begun! 43:07 All right, anybody here do user testing on your site? 43:09 Yeah, I'm getting some hands. 43:16 We do user testing too. 43:17 We just call it in country review. 43:19 All right, that's our little localization industry speak. 43:21 For useability testing, all right? 43:25 So whenever we're doing usability testing slash in country review okay, somebody and 43:28 it can be somebody you choose, it can be somebody we choose, but somebody should be 43:34 looking at that site before it goes up and it's better that somebody on your side. 43:38 You know, maybe you got superuser. 43:42 Okay, like, if you've got super users who you would love to, like, crowdsource and 43:45 be like yeah, we definitely, we love Walmart. 43:49 I so want to look at this Walmart site and 43:52 make sure they're treating the Spanish market well. 43:53 You know, you can get them to do it if you've got offices in other countries, 43:55 getting them to look at it. 43:58 And do, basically, usability testing. 44:00 All right, but say you don't have anybody, 44:02 it's like anything else on the web: Throw it up there, and 44:04 if people are responding its good, and if they're not responding, it's not. 44:07 But, if you have an e-commerce site, 44:11 especially it's harder with an informational site. 44:13 But, if you have an e-commerce site and sales aren't going up, something's wrong. 44:16 Again, translation, profit driver. 44:21 Not a call center. 44:23 So, if it's only a call center, 44:24 if you're not seeing profit, somewhere something's wrong. 44:25 It may or may not be with the words of the translation. 44:29 It may be that the baby is looking the wrong way. 44:31 You know, but yes, so three ways for ya. 44:34 >> Thank you very much. 44:36 >> You're welcome, thank you. 44:37 Okay, I think, are we seeing people come in for the next one? 44:38 Okay, all right thank you everybody. 44:40 [APPLAUSE] Feel free to email me if you have questions and 44:43 then I Tweet it in every language. 44:45
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