[MUSIC]

[APPLAUSE] >> Hi everybody.

I'm Terena Bell.

Like the man said,

I don't work anywhere right now, which scares the crap out of my father.

But is really and truly just fine, because I sold my company two months ago.

So I'm not like in the government cheese line or anything.

No worries, in case like all of a sudden you were filled with fear for

this person you don't even know.

All right, so what I did with my company that I sold,

it was called In Every Language, and we were a translation company.

So that's why I'm talking to you today about translation and accessibility.

Translation started circulating with some accessibility folks a couple years ago,

and all of a sudden talking to them I was like wait.

I was like translation is accessibility.

If you think about accessibility,

is basically somebody not you has to be able to access your site.

Someone who doesn't look like you, someone who doesn't think like you,

somebody who doesn't drink the same beer you do at the same micro brewery you do,

they've got to be able to approach it.

So really, what's the difference between somebody who the way they approach

is different because of the way that they hear or

the way that they see versus the language that they speak.

Well, when it comes to our design, there are some pivotal differences, but

there are far more similarities than I think folks are aware of and

I think folks are putting together.

We can think about translation as a type of accessibility.

But do we have design for it separately?

Do we not have to design for it separately?

What can we do that makes it to where we can just kind of one design fail swoop,

just do it for both.

Because if I'm saying, hey,

this is a type of this, we ought to be able to approach them the same.

RIght?

Anybody, yes, no agree?

I'm seeing like one nod, maybe nodding yourself to sleep, I don't know.

If you can't tell, I present a little differently than some folks do.

I would love it if you interrupt me.

I know not every presenter works like this and

I also know that not every attendee works this way.

But to me, I'm not presenting, I'm not lecturing, I am teaching.

If you are here, you are either here to learn or

you're here because somebody paid for you to go to Vegas and you said yes.

We're getting some laughs,

those are the ones of you who were probably paid to go to Vegas and said yes.

Who's here to learn?

I want to see a hands up.

Somebody, somebody, somebody?

Alright, I'm a crappy throw, but you get a piece of chocolate.

So that tells the rest of you, if you want a reward for your participation move up.

If you want to sit in the back, again, different personality types.

That's fine just be aware that the only reward you'll receive for

your participation will be internal.

Internal, there's no chocolate for you.

I can't throw that far, even though I am from Kentucky, and we're all supposed to

be great at like throwing all types of spherical and oblong objects.

Okay, we'll accept our football team kind of of sucks, but I meander.

Okay, so again interrupt me if you have a question.

Let me know if we're agreeing, disagreeing.

If you don't, if you're with somebody who came here to learn and

you're not learning yes, like five to six to 10 maybe 20% of that is my fault,

but if you're not learning at the end of the day,

it's your fault, because you didn't say hey Terina, I don't understand.

You didn't say hey Terina, I have a question.

You didn't do this, and I'm not going to do that too much because

then all the chocolate will fall out of my pocket, and

the mic guys will get really upset because the microphone will fall out too.

Okay, and if I should happen to accidentally say something erudite, and

you want to quote me, I tweet at Terina Bell.

All right, yay!

Okay, so let's get started.

Why don't we think about translation and accessibility all the time?

Nobody is building sites and apps just for themselves.

The only time I've ever built anything just for myself,

it was because I was learning.

So once we've actually got the job and we're being

paid by somebody to build this out, you know, we're designing it for the user.

Sometimes we are the user, but we're designing for other people.

So why do we not think about translation accessibility all the time?

Anybody?

Anybody?

What about it do we not like?

Let's just get the negatives out of the way right now.

What makes these two things a pain in the butt?

Somebody?

>> [SOUND] >> You can,

you said it it's not about you?

>> [SOUND] >> Hands up.

Hey, it actually got there.

Yeah, okay, so it's kind of a pain in the butt,

because you're having to think outside of yourself.

There may be things you don't know.

That's great, that's not one of the sample answers I had,

in case you're quiet people.

Anybody else?

Go for it. >> It's difficult to view all

the different versions or translation unless you have

the appropriate engine or- >> Yeah.

Yeah, yeah, yeah.

Testing's a butt.

In case I didn't hear him, and also for folks who are watching video later,

it's difficult to view all of the different versions that are translated, or

that maybe are set for a certain audience.

You're pretty much just extrapolating what you're doing.

It creates a lot more work.

You didn't say the lot more work part, I did.

But the more things to view is great.

I actually had some slides on how to save time in testing,

approaching, because all of these tips I want to give today is a single tip

that helps with accessibility and translation and I had some slides on that.

And I was no, there's really no way to save on the testing time and translation.

Like there just isn't, you just have to do it.

There are in accessibility, but that's not what I'm talking about.

So that's an interesting conversation for later.

But I like what you had to say.

And I didn't give you chocolate yet, did I?

I'm going through this pretty quickly.

So you raised your hand.

You already got a piece of chocolate so we'll go with you, and

then I'll have chocolate for later.

>> I would say it's difficult to design for--

>> Difficult to design for.

>> sizes changing.

>> Okay, different fonts, different sizes,

changing you're going to love five slides from now.

Okay, so I asked this online, you know, like using the Twitter handle and

stuff just to kind of see what I'd get.

And I got a guy in the translation and localization space, and

his answer for why nobody's thinking about it is because tech's moved on.

So accessibility was hot, you had a lot of consultants who were running around here,

going we do accessibility.

I've got some friends that do that.

Translation got really hot there for a while.

There's a company in New York that's gotten over 50 million in venture

capital funding for translation software for websites.

You know, got really, really, really hot.

But, like in his opinion, techs moved on.

Nobody's talking about accessibility anymore.

They tried, it didn't work.

That was a new one for me.

Another reason, client won't pay for it.

That goes back to what you were talking about on just being able to see all

the different versions and the testing.

And they're like, well, you know, this is my budget for AB testing.

This is my budget for iTracker testing.

You know, and that's it.

We don't have enough money to do that in Spanish and French and Italian and

German and, you know, Berdu.

All right?

Another thing, localization is the engineer guys' job.

We've got some folks that are doing engineering that I've met this week, but

this is a design conference.

You know, so it's like, okay, well, it's the engineer guy's job to go in and

make sure that everything, like with the Unicode and that kind of stuff is working,

all right.

So, I'm not big on reading during presentations,

like to me if somebody's just going to like read from a slide and read aloud.

Just give me the paper, just give me the report.

I'll read it on the plane.

I've come here to watch you speak.

I've come here to engage.

But I am going to read to you here real quick.

I'm going to break my own rule, because I like what this Ryan Daughtry guy says.

All right.

He says since most people think that localization requires just replacing text.

Many people don't give it a thought during design.

Well, guess what?

That one teeny decision somebody made two months ago is now an engineer's problem.

A design that requires two element to line up perfectly winds up breaking.

Localization is everybody's responsibility, not just engineers.

If product managers, designers, and yes, engineers, all thought ahead and

planned for localization, it would not be such an arduous task.

So we can tank the whole, it is somebody else's job approach.

But then when your design breaks because Spanish requires

30% more words to say the exact same thing that English does, they're going to

have to come back to you and then you're going to have to reapproach your design.

Your head's already doing something else.

Or they're just going to break your design so you lose design integrity.

So that's one of the reasons why we need to think about translation and

accessibility at this stage.

Because if you don't plan for it, when the engineer goes in there he's just gonna

cram or she's just going to cram whatever they need to do into your design.

And you're either going to have to redo it, or

part of it may look like crap to you, because it's not what you wanted to do.

So thinking about this, even though it's kind of a pain, even though we discussed

all these negatives and all these reasons why we don't do it all the time, why we

don't want to do it all the time, there are folks who are actually doing this.

So let's look at a stat from 2000.

All right,

in 2000 English was the dominant language of the internet by a 26% margin.

So I'm going to go on and flop to 2011.

I know that was a while ago, but anybody want to guess what the percentage was for

English being the dominant language of the Internet, the margin for that?

Anybody?

Before I go to 2011?

>> [SOUND] >> Huh?

10, 10%?

You already got some chocolate.

Anybody else?

>> 15.

>> 15?

All right, you're going to be closer with 10.

It's 3.

So we look at how big of a difference there was just in the matter of a decade,

relatively.

I already threw you chocolate, right?

We're good.

Yes? No?

I'm going to give you another piece.

You're all right.

Sorry.

Yeah, okay.

So we're looking at that, but let's look at that in a little bit more of a current,

because 2011 in tech was still a really long time ago.

That's time to have graduated from college by now, maybe.

So let's look at that, and

then let's also look at that on a little bit more of a granular level.

All right, anybody here work for eBay?

Okay, so eBay from 2004 to 2014 went from nine languages to 25.

We've got Coca-Cola 26 to 43, Apple 14 to 32, American Express 24 to 40.

That's the one like really made my mind kind of go [SOUND].

And then Amazon, this was from first quarter of 2014.

So by the end of the year of 2014,

Amazon had something like 20 something languages and there's a reason.

And I can talk about it later if anybody's interested in why they were able to

just double and triple the amount of languages that they were doing from

first quarter to fourth quarter, had to do with the management approach.

But from first quarter 2014, they had four to nine languages there.

But just in that one year, they wound up having a lot of growth.

So why are these major companies doing this?

If we look at the top reasons my Fortune 500 companies translate,

by and large it's to meet customer expectations.

That doesn't mean getting new customers.

That just means making your current ones happy.

It's like they are expecting this.

This is the bottom line, this is the minimum.

We've got brand value, and

then actually making a little bit more money kinda tying there.

But that meet regulatory and legal requirements?

Is that familiar, anybody?

Especially when we start talking about the accessibility space to where it's like,

well we probably don't have any blind people that look at this, but

legally we gotta throw this up there.

It's a complete waste of my time, it's just the law or whatever.

So to think about almost 70% of Fortune 500s

throwing stuff up against the wall, not to actually make more money,

not to engage customers but just because Uncle Sam or the EU told them to.

To me, that's pretty darn interesting.

That also would push me further toward the negatives to where it's kinda a darn

waste of time.

It's like let's design for the users,

not what around the government thinks our users need.

I don't know.

Anybody? We're doing all right?

Agree? Disagree?

I'm seeing a few engaged faces.

Hey!

Thumbs up from the guy in the back.

We gonna give this a whirl and if I impale somebody, I apologize.

>> [LAUGH] >> Oh, well hey,

I made it all the way past the tables.

[LAUGH] If you want your chocolate, you can come up and get it.

We call that enterprise, young man.

So just because we've got more people who are doing it,

does that mean everybody else should do it to?

Just because we're seeing this increase from all these Fortune 500s,

which are quite different from a lot of you.

You design for a municipality.

Designing the website for Clarksville, Tennessee is going to have a completely

different need than designing a website for Coca-Cola or Amazon.

So just because everybody else is jumping off a localization bridge,

the accessibility bridge.

Does that mean we've got to do it to.

So for me, oh sorry I accidentally touched the mic you all.

Apologies.

For me, I ran a translation company for nine and half years.

I was a freelance translator before that.

So I was in the industry for 11 years.

But I'm not gonna be able to stand up here and just go Expecto Patronum.

And make all of your translation and

all of your accessibility needs completely go away.

That's not gonna happen because it's harder than that.

That's part of why those negatives and everything are there.

So we're just gonna work together though and try to figure out.

Is anybody a Harry Potter fan?

I got like zero laughs there.

Wow. We got like the forced,

I'm being polite laugh.

I appreciate that.

For that you're gonna get your third piece of chocolate for today.

>> [LAUGH] >> I'm telling you.

Yeah, the fake laugh now for chocolate.

We're a little late my friend, a little late.

>> [LAUGH] >> But thinking about that and everything.

Well now, I lost my train of thought giving you chocolate.

Well we'll just move on.

That'll work.

There are things though that we can do that make it a little oh yeah,

Harry Potter fan.

Like when their first learning how to do that,

like these itty bitty little Petronum squirts out of the end of the wand

cuz they can't do the full pledge Pertonum yet.

So I'm gonna give you all some like little fixes on how to do this.

And we're gonna do that with everybody's favorite best practices.

Can I get a yey for best practices?

>> Yeah.

>> Ian you get chocolate.

Hey, I actually got somewhere close to him.

We're getting better, my dad's still hoping I can become an athlete.

So the reason why we call them best practices

is because if everybody did them, they'd just be practices.

They're a goal.

But if we go back to best practices for our regular design, when we do

translation and when we do accessibility, it's just gonna make life so much easier.

So let's look at the first way that it makes things easier.

For me, the main best practice is your sign is visible.

I can actually see it.

That is slightly a no brainer.

Well now, so

does anybody wanna tell me what blind people have in common with the Chinese?

Anybody want to take a guess?

Anyone? We got a hand.

They can't see your site?

Is that what you said?

Let's try underhand, that tends to be directionally better than over hand.

These had Nutella in them.

I don't know if anybody's aware of that.

So you're right.

There is a misnomer that accessibility always has to do

with vision impairment, it doesn't.

But when we're looking at this aspect of accessibility and

we're thinking about visually impaired, we're thinking about the Chinese.

It all comes down to the size of the text, what you were saying be able to see it.

Who can see that?

Is anybody here Chinese, speak Chinese, anything like that?

This is a traditional Chinese character.

Let's pretend for a minute that you speak Chinese, that you can read this.

Could you read that, whoever's in the very, very, very far back row.

Can you see all the dots and dashes?

We're all in design.

Can anybody accurately even see that to draw it out?

Yes?

No?

We're alive?

We're getting some no heads.

That's right.

Now, what about that?

Can we see that?

I'm getting some nods from the guy who I tried to throw a chocolate to and

it just didn't quite make it.

We can see that.

Anybody know what that means.

That's the traditional Chinese character for learn.

That's what we're doing today.

Somebody.

Okay, yeah.

You can see that.

Traditional and simplified Chinese.

And there's a really weird story having to do with Communism in the 70s as to

why both of these exist.

But that's for another time.

If you look, the traditional has a whole lot more going on with it.

Like there's a similarity between these two.

So if you're working from mainland China, you're simplified Chinese isn't going

to be as big because there's not much going on.

But you've got this fun little dots and dashes that Chinese what a word means.

It could mean three or it could mean I'm on a.

So we've really got to make sure that visibility is very prominent with Chinese.

Well, so why do we even care about the Chinese?

Why is this important?

It all comes down to a basic formula that right now my 11th and

12th grade math teacher, Mrs. Keller, is shaking her head no at.

But does anybody know why 80% actually is less than 30%?

We're thinking about Chinese people here.

The Chinese.

Anybody?

It is because 80% of the US population is online.

30% of the Chinese population is online.

Well there are way more people in China than there are in the United States.

In fact, China has 200 million more people online than the United States does.

When's the first year that somebody started using the Internet,

somebody shout it out?

And if it was the year you were born, I'll accept that.

First year you used the Internet. Go for it.

>> [INAUDIBLE] >> 93.

For me it was 95.

Anybody else?

First year you started using the Internet?

Around 95ish?

In the last three years, we're talking three years here people.

Or if you're in here it would be three years.

Three years here people.

In the last three years, China has had more people get on the Internet

than the United States has had ever get on the Internet.

Let's think about that.

In fact, the Internet is so freaking scary and

so exponentially growing in China that according to the BBC,

there are more Internet police in China than there are on the street.

Let's think about that.

The World Wide Web is scarier to them than rape and murder and pickpocketing.

They have more cops looking at your web site, your app than they do actually

keeping people from like, I don't know being kidnapped.

So does having it in Chinese like obviously growing really big over there,

but how is that actually applied to our work here in the United States?

Let's face it, we don't care about anybody but ourselves.

[INAUDIBLE] we're just this great big country.

We're over here by ourself.

85% of global shoppers will not buy at all from a foreign language site.

So if you have a b to c, business to consumer site that you're working on,

85% of the people globally like 85% of somebody who do not speak English

as their native language, aren't gonna buy from it if it's not in their language.

So for China, if you think about the fact that they've got 200

million people online that means that there's 170 million people

statistically in China, who aren't going to buy from your company,

unless your site that you have designed is in Chinese.

It's because people don't buy what they don't understand.

Now, I warned you on this was gonna be a little bit more translation heavy.

But thinking about standard accessibility for a minute.

If you're visually impaired, if you can't read it.

People don't buy what the don't understand.

That's universal.

I'm from Kentucky.

I used to live in France.

I will read about a product in french, but when it comes to me typing in my

Visa number which is constantly having to be reset by the Visa people because they

won't let me buy like, I don't know water at a pick and pay station.

Because they're afraid somebody's stolen the number.

With all of that, I'm not gonna put my number into a website that's in French.

I don't care how long I've lived over there.

I don't care how well I speak it.

People don't buy what they don't understand.

Okay?

All right, so What else is this gonna effect besides the Chinese?

All right, when we're thinking about languages that

basically are a character base that are, we call the logo graphic languages.

All right, which other languages besides Chinese are affected?

Which other languages are going to need to be bigger?

All right, Japanese.

Japanese and Chinese actually share some characters.

We've got Korean.

We've got Vietnamese.

And then we've got all those languages on the side that I'd never even heard of

before [INAUDIBLE] to go to the slide.

All right, anybody heard of any of those on the right hand side?

No? Okay we're doing all right.

All right, the top three are spoken in China.

The bottom, this Eghap, randomly Cameroon I don't know, anyway.

Okay, so that's not majorly going to impact your design.

I'm not saying we all should stop and design for

people in Cameroon like [INAUDIBLE] for UNICEF but you know, it's up there, okay.

So thinking about places not Cameroon

where you're more likely to have users like Mexico or

even Hispanics living in the United States, website visitors are six

times more likely to purchase a product if the website is in their native language.

So think about it.

You've got 85% who won't buy at all.

And to go back and make my math teacher proud, that leaves 15% who

are six times more likely to buy if it is in their language.

All right. Okay.

We doing all right?

Questions?

Everybody's good?

We're cool?

Yeah, no, okay.

All right, so we think about that.

Like we look at it just in the European Union.

You've got 42% who will never purchase if it's not in their language.

Alright.

You know, China is specifically going back to that.

That 85% is global.

in China the percentage of people who won't buy from your website whatsoever if

it is not in Chinese goes up to 95%.

Okay, so my joint tip.

Like how do we plan for both translation and accessibility.

Just make sure people can read it.

It's kind of a basic.

Make it bigger for Chinese, make it bigger for

Helen Keller just make sure people can read it.

Okay, so we're good?

Cuz that concludes this portion we're gonna move on, everybody all right?

Okay, so next up, somebody yell a color that's in here.

>> Yellow. >> Yellow, I heard.

Where'd, I heard somebody over here, who yelled yellow?

Watch out.

Yeah.

Okay, so yellow.

Somebody else say some colors that are in here.

What else do we see?

>> Blue. >> Blue?

>> Pink. >> Pink.

Okay, I heard a pink.

Got a couple different gradients of pink that I see.

Anybody else, what are the colors?

Quickly.

White. Did somebody say burgundy?

>> Purple.

Purple? >> Okay, all right.

So that's what you and I see, but

8% of men and half a percent of women are going to see that.

Or they are going to see one of four types of that.

There are actually four types of colorblind, which despite having two out

of four uncles who are color blind, best friend in college who was color blind.

I had no idea that there was like more than one kind of color blind.

Okay, this is called tritanopia.

That is definitely not a Sesame Street word.

Tritanopia, okay.

It's one of four kinds.

So basically, most people see this, a lot of people see this,

and some people see one of those, okay.

Now personally, we've got, this is like regular which to me is almost kind of

a bias term but better than normal I suppose, like majority.

Okay, we got majority view upper left hand corner And

then we've got something called deuteranopia.

I'm from Kentucky, so all of these things are horribly difficult to say.

And then we've got protanopia, and then we've got tritanopia.

Okay, so we've got all four of these and I'm looking at that, and

I'm thinking why do we use color to begin with?

What does color do for our design?

What is color for?

Why are our websites just not in black and white?

Why, I don't know, why do we use more than one color?

Anybody?

What does color do for you?

>> It's an enhancement.

>> An enhancement, okay.

Anybody else?

Why do we use color?

>> To set a mood.

>> To set a mood. Okay, anybody?

>> Cultural significance.

>> Cultural significance.

Okay. So rolling with that.

You know, somebody they saw I think the first color somebody said was white.

What does white mean?

What would be the meaning behind white?

Anybody?

When I just say white.

Like if we're in Denny's one night, you know we're in college,

we're drunk off our butts,

we're sitting there and I go all right, we're gonna play a word association.

I say a word, you say a word.

I say white, you say?

>> Fresh clean tablecloth. >> Fresh, cream tablecloth?

Yeah, that's kind of good.

All right, yeah.

All right, so let's think about that.

Okay.

I say red, you say.

>> Love.

>> Love? What else?

>> Fire. >> Passion, fire.

Pizza Hut. I think Pizza Hut.

Okay.

But danger and love, for Ian and the others who said love, is correct.

Cuz that top one's what we think in the United States.

All right, now personally, having recently got out of a break-up, I think danger and

love are kinda the same thing.

Eh, I don't, you know also stop might have a been a good one.

Yeah, but we've got danger and love in the United States.

Anybody wanna guess which country they see red and they think, good luck?

Somebody said Shanghai, so China?

Yes, basically, like in China this casino would be bathed and swathed in red, okay?

All right, anybody want to guess the third country?

What we've got down here?

Russia, yeah Communism.

Bingo, bingo, bingo.

And then we randomly have Thailand coming in with [SOUND] Sunday.

Anybody wanna guess when I pull up pink, what day of the week that is in Thailand?

Come on, there's only seven days of the week, and

we already took Sunday out of the game.

>> Saturday?

>> Saturday, anybody else wanna guess what Tylon's gonna give us for pink?

Monday? I'll gladly buy you a hamburger.

Glad to pay you on Tuesday for a hamburger today.

All right so, which country for girls?

You all come on, easy, easy, easy.

>> U.S.

>> The U.S. All right.

And then we've got the exact opposite in Belgium with boys.

So say you design for, I don't know, Gerber.

And you've got all this pink stuff up there like you're gonna have to completely

change way that you approach things.

Now that's going away in Belgium.

Most it's kind of like an older association,

because it's gotten more mainstream with a lot of other western culture,

more with girls, but that's an older connotation in Belgium.

And then we've got trust in Korea.

Now the trust to me is interesting because.

We have to be intentional about color, okay.

We can't just pick things because they're pretty.

Before I did translation I worked as a television editor and

the first rule that I learned was never use an effect without a reason.

Because I think it looks good,

because remember we're not necessarily designing for us.

Is not a reason.

You know, does it transition better, does it help me think better.

Does it clarify my point.

You know, so let's me intentional about the way we use color.

So we're talking about trust earlier.

Does anybody know why I use a blue template on the background for my slides.

And I know you don't know me so

really can anybody guess why I use a blue template on my slides?

>> Wildcats. >> Wildcats?

That's really not bad.

That would be a good kind of personal connotation.

But no.

Anybody? Come on.

>> Everyone can see?

>> Everyone can see, okay, yeah, so the white contrast is good.

I'm not a designer but I appreciate the temp that had that kind of forethought.

This was our logo when I owned my company.

Okay.

We specifically chose blue, for our logo and for

our colors because in the United States blue has a meaning of loyalty.

We associate it with the flag.

Actually if you think about the US flag, red was for

the blood spilled, white was for the purity we wanted for our nation and

blue was supposed to be for the loyalty we were supposed to have for America.

Don't know if it took.

All right, so we chose blue for loyalty.

Statistically, there was somebody that did these studies, and I can't remember who it

was, but there was somebody who did a study in the 90s, and people who wore

a blue suit on sales calls, as oppose to brown or black, sold more.

Because blue made them trust you.

All right. Guy in the hat, I love your feedback.

Thank you. All right.

So blue made you trust more so we used blue for

our logo because it created loyalty and

then wanting to set up congruency because we can't confuse our user.

We can't be one person on this page and then one person on that page and

they're like wait did I just click from like Amazon to Pepsi?

What happened here?

You know, we have to have congruency in the way in the way we that appear before

ourselves.

Despite what J Albert Prufrock might have said,

we're not all putting on a different mask everyday.

Okay?

Sorry, English major moment.

Wanted congruency so I chose the blue background so

that people could link that to the fact that we use a couple of different blues.

Okay, so does anybody want to guess,

now that I've sold my company That logo actually belongs to somebody else.

I probably should have sought permission to put it in my presentation.

All right, cause I sold it when I sold the company.

Can anyone guess why I'm still using blue?

Somebody, anybody?

All right, I'll tell you.

I'm lazy.

[Laugh] Okay, so there are basically four different areas for

accessibility that's visual.

We've gone over that.

Another one is auditory.

I have absolutely no tips for you on auditory.

There is nothing that I can think of that you could do in one fell swoop that

would take care of both.

Everything's separate that I can think of.

But we've got motor.

Motor is lots of fun.

Motor is moving around.

Motor is me throwing you chocolates.

So somebody tell me quick what do these guys have in common with these guys?

Anybody? Do we even know who these guys are?

Somebody?

Anybody?

>> Yeah, they're Presidents.

But they're all signing stuff, you're right.

So what do they have in common?

The way that they approach motor.

Okay, so somebody on the count of three we're all going to read this together.

All right?

1, 2, 3, motor.

All right, we can do better than that.

1, 2, 3, motor.

I realized that I indicated you before.

That's why I'll never be a choral conductor.

Okay, so why were we able to say that word together?

Because we all read From left to right.

Okay. We all started over here where the M sound

was, and we all moved together.

Let's go, motor.

Okay, these are gross motor skills that I am using at this moment.

Motor.

Okay, because we all are moving from left to right.

But these guys.

They read from right to left.

Do you all see where the punctuation marks are?

What side are they on?

Somebody yell it out.

>> Left.

>> Yeah, they're on the left, because they read from right to left.

That's Arabic, okay?

What other languages do they read from right to left?

All of these up here.

I'm not gonna read them, we're moving on, y'all are capable of reading yourself.

So let's read this, and I apologize because this is really,

really, really freaking grainy at a design conference.

I took the picture during somebody else's presentation and

then I couldn't find their information.

So, I apologize.

I know that that is pretty much as close to plagiarism as you can get, but

at least I'm admitting it's not mine.

So, let's look at this.

All right, this panel, dude with drink.

Happy.

Middle panel, drinking drink.

Last panel on the right, sick dude, no beverage.

Does this make him sick?

Does this make him better?

Anybody?

Is our dude getting sicker?

Is our dude getting better?

He's getting better, okay.

Depends on which direction you read.

If you go in English from left to right the string makes him sick.

So you put this up on your site, so even when we try to use images to avoid

translation you go to sell this in Saudi Arabia,

no way is anybody buying your energy drink.

No, no, no, no, no.

You know it makes them sick.

But if we go the other way, it makes them better.

Okay? All right.

So, what does it [LAUGH] have to do with President Obama or Bill Clinton, or

for those of you over 30 and recognizing, Gerald Ford?

Anybody?

Well, yeah, they're all left handed.

Every single one of those men was left handed.

So when we think about the fact that the way that people are moving

with their phones.

You know, like the mouse is gonna plug in where the mouse goes.

The mouse is gonna do what the mouse does.

Now they all read English, so they're all looking at this [LAUGH] oddly enough,

site design for facts about left handed people.

But when they go in with their phone, and I could totally take my phone out of my

pocket if I planned ahead and had it accessible.

But somebody get out your phone.

We've all got phones.

Get your phone out.

Okay?

So take it and go to click on something.

Is anybody here left-handed?

Okay, which hand do you automatically go with, when you go to click?

Your left one.

That's right, okay.

Dude in the hat, your are nodding yes to everything.

I love you.

Okay, all right.

So, when you're on this, I don't know about y'all, but

my gross motor skills are actually better than my fine motor.

Okay, fine motor which is what you use to cut, I failed kindergarten.

You can do that.

Apparently.

Not really.

I didn't really fail kindergarten.

But that's okay.

I always click on the wrong thing.

My thumb is big for some reason, and it is clutsy.

So you've got somebody, who oddly enough, if they're left handed,

to get more facts about left handed people, is having to swipe

all the way across to that next button with their [LAUGH] left hand.

So it's just a pain in the ass for left handed people because they're

having to think, oh wait, I've gotta do this with the right hand.

And then for somebody, if you just translate the words on this, and

you don't swap what those buttons actually do and where they take you to, when you

put this into Arabic or Punjabi or Hebrew, it's going to take them the wrong way.

Because logically they don't move this way.

They move that way.

Okay, so first off those sites really, really annoy me anyway because I'm not

even going to look at your tips because you're going to take 12 times the amount

of time that it would have taken for me to just scroll down and look at them.

They're really annoying but I understand there are ad reasons why BrainJet and

others have to do it.

But basically I'd much rather design for President Obama

than worry about like SEO and 11 more pages, like these guys on the left.

I'd much rather design to where they can actually access my site and

to where it's better.

So we're gonna skip ahead.

How do we fix that?

We just use flat design.

You know, that's like your one fell swoop.

Let's go from up to down, okay.

Let's forget the fact that your thumb is going to have to go from the other

direction, because we've got 10 to 12% of Americans are left handed.

Okay.

Let's forget the fact that these people read this way, and

these people read this way, and so

I'm going to have to test all of these multiple sites.

No, if we just build one that goes from up to down, that takes care of it.

Because we've got people who read from right to left and

we've got people who read from left to right, but

we've also got these three languages that depending on context,

depending on when they were written, for whom they were written, they can go from

right to left, they can go from left to right, or then can go up and down.

But there are no languages that go down to up.

There's no culture, there's no, you know, I'm up-handed.

There's not anybody that's going to have to go from down to up.

So if we stop thinking bi-directionally and we just start thinking vertically,

which is where mobile development is moving anyway, guess what?

Expecto patronum.

Okay?

Everybody with me?

We doing good?

Okay, I'm taking the silence as a yes.

Okay, so yeah.

One fell swoop.

So why is this worth it?

What's the actual business case,

cuz sometimes we have to prove stuff to our bosses or [COUGH] ourselves.

I just noticed those are down there, my slides are like right here too,

it makes life so much easier.

Sorry.

Okay.

Whenever you do this, this is a Distimo study which we get in from Kentucky.

So I'm probably not pronouncing it correctly.

But whenever you add in another language for

your site on average, your app downloads go up 128%.

And then revenue from paid apps goes up 26% in one week.

All right, now that's iPhone only.

That's not Droid statistics.

But where we look at where this is most profitable, where translation really and

truly helps you get a higher return on investment, it's going to be South Korea,

it's going to be China, and it's going to be Japan.

So, going back, those were some

of our languages where things are walking anyway.

You know, where things have got to be bigger anyway, you know,

where we're dealing with multiple directions to begin with.

You know, so

those are actually the ones where we're seeing the highest return, right.

So, quick little guessing game.

We wanna look at this in the App Store.

Which countries, now this is a more recent statistic.

This is from first quarter of this year.

Which country do you think has the highest downloads, from iStore,

in the entire world right now?

>> China. >> China, okay.

Yes, somebody is way smarter than I am.

And I have one piece of chocolate, and

I heard a male voice in the back that I know hasn't gotten chocolate yet.

I know the two of you had.

Who said China?

Somebody who doesn't want chocolate, okay.

Yeah, China, and then the United States and then Japan.

So, we're starting to see that these are all countries where we've talked about

things needing to be done.

All right, so again, 128% on average in one week, all right.

Or we have got this guy who did, his name is David Janner,

and he wrote the Harlem Shake Yourself app.

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Harlem Shake app where he taught you to Harlem Shake because it's that hard.

Okay.

All right, he localized his app into French, Spanish, Italian,

and Russian, wrote a case study on it for Make Out Magazine, and

in one month he saw 767% more downloads because of his non-English version.

Now that's an exceptionally high use case, I've never seen that anywhere else.

But there can be some big returns from actually messing with it.

All right, so we had visual, we had auditory, we had motor.

Fourth category is going to be cognitive.

Cognitive is basically how you process.

Going to go through and skip a couple things here, but

these would be people who have had a stroke.

They are dyslexic.

You know, I have ADD, which you wouldn't think would mean that I can't

understand things, but I have to print.

Like I will never read a Kindle, I have to have a book on paper.

That is just how I process that.

So, thinking about things, and

then we also have, we still have illiteracy in this country.

My grandfather made his ex.

That's an actual thing that we still grapple with.

So when we're designing for people who are sub-literate,

people who have cognitive issues in reading, or people who just

flat out speak another language, what are a couple things that we can do?

Well we can just speak simply.

Steve Krug said, omit needless words,

which I probably could've learned greater from in this presentation.

Alright, sorry, self-depriciating humor.

Obviously no Brits in the crowd.

Okay, so does that look like an overly complicated word to anybody?

That is a single word.

Okay, so the problem we're working with overly complicated words.

Anybody wanna guess what the English is for this?

>> Some kind of meat law.

>> Oh my gosh you are a genius and you get the last piece of chocolate.

Are you ready?

It means beef testing law.

He said some kind of meat law.

Like seriously, I've never had anybody get that right.

I'm actually buying you a drink later.

Like, that's more than a chocolate answer.

It means beef testing law.

All right, beef, testing, and law are really really basic words.

That's why i am saying we can't just expect old patron in the ship.

Because there is going to be something that on the design

level you're never going to know.

Becomes a overly complicated word.

If you planned for meat packing law.

What is that gonna do to your design?

I mean seriously, that thing is, it's 63 characters?

Anybody wanna guess how many characters beef testing law is?

Sweet 16, y'all.

Seriously, okay?

So in the US, what can we do?

What are some things that we can do?

All right, we're gonna have direct and explicit language.

We're gonna have shorter text strings in the United States.

This is also part of how Americans prefer to process information.

Our attention spans are that.

[SOUND] Alright, half of you all quit paying attention about like 10 minutes

ago, and you know it, okay, seriously.

Alright, we're gonna go over to Asia, and Japan particularly,

we're gonna have bullet points.

You know, it's not just the shorter strings like we've got, but

they like to see it delineated.

So moving for design.

We've already talked about arabic speaking world, middle east,

its going to be the right to left.

And then this is actually where users are.

14% of our users are in North America.

So again, like there is a lady here that she does Clarksville, Tennessee's website.

That's about 20 minutes from where I grew up, which is why I keep bringing them up.

It just like amazes me.

It's awesome.

They're not designing for the whole rest of this.

That's okay, you know?

How many of you are designing for the whole rest of this?

Anybody?

Okay, yeah, it's like, there's gotta be a reason why you're here, right?

Yeah.

So, just thinking about where folks are and why we do things.

So again, I didn't promise that I would be able to chase away all the translation and

the accessibility didn't detrimenters.

But I think we;ve got some great little start here.

And things for people, we've got two minutes left.

So I wanna go on and stop and see because again,

there's personalities that don't interrupt this heavily.

Does anybody got any quick questions for me?

I'll also be available after.

Yes sir.

>> But that's against the rules.

>> I'm sorry.

Ian's got a mic. >> Actually, the rule is,

we have to give her a round of applause before any questions start.

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