Localization in user experience design practice
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The document provides an overview of localization in user experience design, emphasizing its importance in adapting products for specific cultural and linguistic markets. It differentiates between globalization and localization, outlines challenges and opportunities in localization, and discusses case studies such as Google and Airbnb. Additionally, it highlights design challenges related to language codes, formats, and cultural nuances, stressing the need for sensitivity in the design process.
Localization in user experience design practice
- 1. LOCALISATION In User Experience Design Practice 1 ? GANNUUX DESI
- 2. H Y D E R A B A D Sponsored by hedgehog lab 2
- 3. • I like to call me Gannu, Parents given name is Ganesh Kumar Malthurkar. • Currently working with Infosys as UX Architect, worked in different domains, role as an independent consultant. • My 12+ years of Design career as Design Instructor, Visualilesr in Ad agency, UI/UX Designer in Design Studio, Asst. Design manager in Corporate Services, UX Architect in IT industry, • I got an opportunity to explore subjects like Psychology (Msc psychology, Madras University), Advertising and public relations(MA, Madhurkamaraj University), Art history and critic(PGD, MS University, Baroda), Sculpture(BFA, JNTU), Commerce graduate (B.com, Osmania) and Human computer Interaction (HFI), Currently loving concepts like Design Strategy and UX Research • I am a creative conceptual sculptor, exhibited and participated state and national art exhibitions http://www.designversa.com/art/ One of founder of Scribbles Art society, UX Desi • I love to do Scribbles, bike riding, Learn & share knowledge and experiment new things • My philosophy is “Be Honest, Do your best for yourself, family and society” 3 Introduction to me UX DESI
- 4. 1. What is Localization? 2. Difference between Globalization and Localization? 3. Pictorial perception of East and West 4. Challenges of Localization? 5. Localization opportunities 6. Case Studies 7. Q&A 8. Glossary Agenda 4 UX DESI
- 5. Localization refers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a locale). Localization is sometimes written as l10n, where 10 is the number of letters between l and n. 5 1. What is Localization/Localisation? The World Wide Web Consortium (W3C) is an international community where Member organizations, a full- time staff, and the public work together to develop Web standards. The Globalization and Localization Association (GALA) is a global, non-profit trade association for the translation and localization industry.As a membership organization, UX DESI
- 6. Globalization Testing ensures whether the products/services deployed is properly functioning for any selected culture/locale Localization or L10N is the process of transforming the products/services for a particular region/market. Translation plays a critical role in L10N. Ensures the products/services have aligned with locale such as Date,Time zone, Currency, Holidays, Character Encoding and Linguistic.As Localization testing involves primarily on translation and is worthy to have multi- linguistics experts in place. • Rethinking of Logic • Differ Culture • Way of Business working • Accept paradigm for learning (eg., focus on individual vs. group) • And Design 6 2. Difference between Globalization and Localization? UX DESI
- 7. 7 Globalization Airport in Dubai Airport in Japan Airport in New York Airport in Hyderabad, India
- 8. 8 GlobalisationVs Localisation Multi cultural Indian Food Domino’s Pizza global presence
- 13. • Convey the whole story • Mind mapping of the Story • Stylistic Patterns • Purpose of Spiritual 13 3. Pictorial Perception of East and West • A scene of the Story • Details of Character and Emotions • Artist Identity • Purpose of Spiritual, personal Identity UX DESI
- 14. • Language TagsFormats of Numeric, date and time, Use of currency • Keyboard usage • Collation and sorting • Symbols, icons and colors • Text and graphics containing references to objects, actions or ideas which, in a given culture, may be subject to misinterpretation or viewed as insensitive. • Varying legal requirements and many more things. 14 4. Challenges of Localization? Cultural Challenges People interests, believes, emotions, behaviors and food habits Language Challenges Vocal, Script Other Challenges Govt. Polices, Environment, Legal and CurrencyValues UX DESI Design Challenges Design Strategy: How to choose a local stereo for Global perspective, find Design patterns, emotions, Behaviors, Micro interactions, customer engagements, Gamifications, reduce learn curve
- 15. 15 Cultural
- 16. 16 4. Design Challenges Language Tags A “language tag” or “locale” describes a common language + culture shared by a group of users, often at a national level. Typically represented by an identifier describing a combination of: • 2-3 letter language code (ISO 639, parts 1 or 2) • 2 letter country code (ISO 3166) • Optional extensions for dialect, writing system en – English en-US – US English en-GB – UK English es-US – US Spanish zh – Chinese (macrolanguage) zh-cmn – Mandarin Chinese zh-cmn-TW – Mandarin Chinese as spoken in Taiwan zh-cmn-Hans-CN – Mandarin Chinese written with Simplified system, as used in China UX DESI
- 17. 17 4. Design Challenges Writing System • Direction of scan (Left-to-Right vs. tfeL-ot-tghiR) • Character set (various alphabets, syllabaries and logographies) Display captions • Spelling variations, e.g. US “color” vs. UK “colour” • Terminology variations (“lift” vs. “elevator”, “Español” vs. “Castellano”) Display Layout US English Caption1 nnnnn Caption2 nnnnn German BigGermanTranslationOfCaption1 nnnnn BigGermanTranslationOfCaption2 nnnnn Arabic nnnnn 2noitpaC nnnnn 1noitpaC UX DESI
- 18. 18 4. Design Challenges Units of Measure “British Engineering” (Imperial) System – U.S.A, Liberia and Myanmar • Feet/inches/miles • Pounds, stone or slugs • Fahrenheit SI (Système International) – Rest of world • Meters/centimeters/kilometers • Kilograms • Celsius or Kelvin UX DESI
- 19. 19 4. Design Challenges Formats: Numbers Decimal separator – character varies • 1,000 (US) “one thousand” • 1,000 (Most of Europe) “one” Readability delimiters – placement and character vary • 1,000,000 (US) 10,00,000 (“10 lakh” India/Pakistan/Sri Lanka) 1.000.000 (Germany) 1 000 000 (France) 100,0000 (China) UX DESI
- 20. 20 4. Design Challenges Formats: Contact Info Phone numbers • (415) 644-3912 within US • +1 415 6443912 outside US Postal Codes (a few examples) • US Zip Codes: 99999 or 99999-9999 • Canadian Postal Codes: A9A 9A9 • UK Postal Codes (generally): • A9 9AA • A99 9AA • A9A 9AA • AA9 9AA • AA99 9AA • AA9A 9AA UX DESI
- 21. 21 4. Design Challenges Formats: Contact Info Address layout examples • Line1 • Line2 etc. • City PostCode • Country • Line1 • Line2 etc. • PostCode City • Country • Line1 • Line2 etc • City Region PostCode • Country UX DESI
- 22. 22 4. Design Challenges Formats: Dates and Times Dates • Commonly, formats differ within calendar systems: does 01/06/2006 mean “January 1, 2006” or “June 1, 2006”? • Less commonly, across calendar systems Times – 5:00pm vs. 17.00 • 22 May 2006 - Gregorian • 9 May 2006 - Julian • 24 Iyyar 5766 (before sunset) – Hebrew • 23 or 24 Rabi`-ul-Akhir 1427 (before sunset) - • Islamic Time Zones – 22 May 2006 12:00pm (UTC+14) = 21 May 2006 10:00am (UTC-12) UX DESI
- 23. 23 5. Localization opportunities Business Expansion Products and services Innovations Identify the different patterns, Creative source Sustainable Eco-system Respect Diversity Empowerment Opportunities for local people Create and Engage Audience UX DESI
- 24. 1998-99 2010 24 6. Case Study • Google is an American search engine, founded 1998, Data driven concept… moved multinationals • Search the world's information, including webpages, images, videos and more • Google Adsense • specializing in Internet-related services and products.
- 25. Localization - Doodles and Gamification India - Rangoli India - ICC World Cup Saudi - National Day Brazil - FIFA Cup 25
- 26. 26 6. Case Study • Airbnb is an online marketplace and hospitality service, enabling people to lease or rent short-term lodging including vacation rentals, apartment rentals, homestays, hostel beds, or hotel rooms • Unique travel experience and world- class customer service and local experience. Founded in 2006. • Simple and clear product. • One of Value added pointed that People like to consume and share • 191 + Countries is active in • $30 billion Airbnb’s total valuation • 60+ millions of Airbnb guests and • 640,000 Numbers of Airbnb hosts
- 29. A social platform for better local communities 29 UX DESI • Create Awareness • Collaboration • Encourage Local bodies Mail us: uxdesian@gmail.com Call: +91 99129 33546 https://twitter.com/UXDesian Join with us
- 30. 30 UX DESI
- 31. http://www.humanfactors.com/newsletters/cross-cultural-considerations-for-user-interface-design.asp W3C Globalization and Localization Association 31 Glossary https://www.w3.org/International/questions/qa-i18n https://www.gala-global.org/translation-and-localization-industry-standards Globalization and Localization Association UX DESI