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In our current economy, your enterprise may become more dependent on World Trade than ever before. How do you get the world to come to your doorstep to do business? With web development in this environment, there are locale and cultural issues to consider, as well as content translation. What colors and images are considered lucky or unlucky in China or many Arabic speaking nations? What are some of the seemingly innocent images that could alienate the specific international partners or customers you are seeking? This presentation shares lessons learned from a colorful case history and covers our proven ten-phase W3D (Design, Develop and Deploy) process to ensure project success on a global basis. Processes are explained in detail, including which process can occur concurrently.
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Globalizing a CMS-based Website from the Ground UpHow to Design, Develop and Deploy a Website for an International Audience
Maxwell Hoffmann, Director of Document Globalization
June 16, 2009www.globalizationpartners.com
3D = Design, Develop and Deploy
Maxwell HoffmannDirector of Document Globalization at Globalization Partners International (GPI)13 years of Localization/Translation experience25 years of DTP / Publishing / Content creationTrained over 1,500 adults in multilingual projects and publishing solutionsAdobe Community Expert and Adobe Community Help Moderator for FrameMaker
Official Biography
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• Why Go Global?
• Case Study: Montana World Trade Center
• Discovery and Analysis
• Site Maps
• Prototypes and Eyetracking
• Production• Globalization
• Color and Imagery• Locale specific examples• Finding a neutral, “one-size-
fits-all” look and feel
• The Solution• CMS integration• SEO issues• Lessons Learned • Q&A
Agenda
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WHY GO GLOBAL NOW?
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Besides the Economic melt down?
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Shift in the balance of Language/Financial Power:
Top 10 economies in 2007
Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Financial scales are tipping
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Language priority is shifting as we speak …
Probable top 10 economies in 2050
Economic leaders in 2050?
Montana World Trade Center (MWTC)
CASE STUDY: www.MWTC.org
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Old website was in plain HTMLEnglish onlyHad one person who knew HTML (webmaster) Only webmaster could update contentContent sent email to webmaster
Webmaster added all the HTML coding and the linksSome broken links Time delay; had to wait for the Webmaster to fix the site.
Webmaster was not part of the fulltime staff Client often had “stale” content … (out of date, not removed)
How MWTC handled content before GPI
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Content was rewritten for optimized SEO and localization, globalizationAny staff can author content in web-based interface that resembles Microsoft WordWriters do not have to view or deal with XML or HTMLManagers can submit entire sections of web content for translation to multiple languages with a few mouse clicksWriters can post events with schedule dates to appear and expireEmail notification ties all team members togetherContent is managed by CMS
How MWTC handles WWW content now
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Needed features and functions appropriate to a membership organizationAll staff needed the ability to update contentNeeded content managementIncrease international trade opportunities with other regions
Required target languages: ArabicChinese Russian Spanish
Client’s challenges
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Required target languages: Arabic -- Chinese -- Russian -- Spanish
Budget only allowed one-size-fits-all web site that would have appropriate colors/images for all locales
Client’s challenges
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Oregon State Flag
About Max’s Locale
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Automate translation workflowSubmit individual pages or entire sections
Globalized (multilingual) SEO and SEMSchedule content to go live & expireInternal search of content and library assetsNeed to synchronize contentbetween languages
Analysis revealed further client needs:
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Budget:Membership based : lacked funding for locale-specific WWW sites
Most content creators were not technical
Input had to be done with no codingLow learning curve
Customer to maintain assetsSimple way to submit content for translation
Project constraints
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W3D: Develop, Design and Deploy a Globalized Website
The solution
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In other words, create a new site from scratch
The solution?
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Integrate authoring and assets management with Ektron CMS
Relatively inexpensive with quick testing and deployment
Ektron contained libraries and templates to reduce customized codeGPI had reusable workflows from previous projects
Automated translation workflowEmail notification
Making the solution affordable
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1. Discovery, analysis and Project Proposal2. Project Planning and Kick Off3. Information Architecture (IA):
• Content, Creative, Technologies aligned with Biz Processes
4. Production: Content, Creative, Technologies5. QA and Testing6. Globalization7. QA and Testing8. Launch9. Search Engine Optimization (SEO)10. Updates and Content Maintenance
Project Phases
Won’t have time to focus on every step
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DiscoveryAnalysis
Phase 1 Highlights
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Interview staffCreate “persona” of typical website visitor
Age / Gender / OccupationMay vary by culture indifferent target markets
Typical “persona” may not be best served by the “most exciting” or “colorful” design/presentation“Persona” or target audience will influence button / menu arrangement (vertical or horizontal)“Persona” … “who” visits website can be very different with Global audience
Discovery Phase
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Determine ideal “eyetracking” across page
Based on studies of Western/European web customersTeam consulted variety of eyetracking studies
Determine whether menus can be clustered horizontally or vertically (language expansion)Target languages determine expansion issues with containers
Discovery Phase
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The“F” pattern
Example of Eyetracking
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Review the website based on the client needsDecide how we will build the website
Is CMS integration required?
Which technologies will workHow to apply the different technologiesHow the HTML code should be done to adapt to different partsSome websites connect to other websites
If so, we (developers) need access to internal servers
Analysis
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Project Planning and Kick off includes and confirms:
Project teamProject schedulesSpecificationsWorkflow requirementsCommunication channelsReview & Approval OpportunitiesReview current web authoring and publishing workflow
Phase 2
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Information Architecture (IA)Content, Creative, Technologies aligned with Business Processes
Phase 3
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Site maps and content
• Next step: create the site map• Structure based on discovery during
analysis (personas, etc.)
• Recommend title changes for some sections• Text expansion makes some English titles
inappropriate• Customers sometimes use terms with no equivalent
in target languages
• Content may be divided or spread out• Not uncommon for one page of original content to be
split into three pages on a new site
• Display and placement is determined by intent of content and also globalization needs
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MWTC site map prototype
Membership organization content differs from eCommerce … flatter structure is required
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Production: Content, Creative, Technologies•Author or re-purpose content•Design presentation•Programming
Phase 4
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PresentationAccessibility“Real Estate”
Zones, buttons and containers appropriately sized to hold all languages
Content:
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Wire Diagram Prototype
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Prototype Image (Photoshop)
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Planning for Arabic
Page layout reversedTable columns reverse orderBullets appear on opposite sideSeveral choices for numbers and date formats
Other Issues:
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QA and TestingProvide client with back tracking systemto report errors orrequested changes
Phase 5
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GlobalizationAddress issues related to the locale of the countryDetermine images and color that may be offensive or ineffective.
Phase 6
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Globalization Quiz
What might be wrong with this site?
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Images with negative connotations
Numbers or images associated with luck
Color and meaning
Globalization Considerations
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What’s Wrong with this Pict?
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Argentina: Colors
Yellow: either hope, hazards or cowardiceGreen: new beginningsBlue: depression, conservativeness and sadnessWhite: brides, angels, doctors and peaceBlack: funerals, death, rebellion, high fashion
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Green: Holiness or luckBlue: Immortality, a protective colorYellow: Strength, reliability, happiness or prosperityRed: Danger or evilWhite: Purity or mourning
United Arab Emirates: Colors
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Red: Bosheviks and communismOrange: CreativityYellow: Hope or hazardBlue: Depression or sadness
Russia: Colors
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BRAZIL: The O.K. sign made by a circle of the first finger and thumb is considered a vulgar symbol.UNITED ARAB EMIRATES:The entire hand should be used when pointing, as pointing with just one finger is considered rude. Shaking hands, eating and gesturing should be done with the right hand.
INDIA: Pointing with a finger can be interpreted as an offensive gesture, at times denoting annoyance and should be avoided.FRANCE: The number 13 is considered a very unlucky number. Having 13 people dine together is unlucky; they often invite 12 or 14 people, and even have people “on-call” to attend, if 13 people show up.
Other cultural locales
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Locales not included in the project have special needs too:
What’s wrong with this photo for a Mainland China website?
Culturally correctness Quiz:
“family”
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Finding a happy Globalization medium
Generic layout and colors that appeal to most culturesAvoid images that are intensely offensive in some cultures (e.g. dogs)Avoid stock photos with geographically specific people
One “look” for four cultures?
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One site had to serve all countriesNeutral brown/gray tones with some blue and white backgrounds“Brick” red rather than vivid red
Global look & feel for MWTC?
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English
Kept categories to a minimum for horizontal placement
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Chinese
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Spanish
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Russian
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Arabic
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Site map localized in all languages
Good Design practices
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All levels are localizedNavigation to English and other languages available on all pages
Good design practices
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Company nameProduct brand namesSome news or content that is specific to USA audience
E.g. announcement of monthly board meeting in Montana
What stays in English?
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QA and TestingThe prototype:
Customer tested how to author new content in CMS and submit it for translation
Phase 7
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Authoring and Submission for Translation
Highlights of CMS based authoring
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Select files from workspace
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Edit Content w/o HTML code
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Export for Translation
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XLIFF files are generated & winzipped
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LaunchSite goes live
Phase 8
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Phase 9
Search Engine Optimization (SEO)Create optimized content from the beginningUse in-country experts on target language SEM and SEOKeywords from English don’t translate literally• Different locales search with different
expressionswww.globalizatonpartners.com
“Shopping cart” can be translated as “Cesta de compras”
OK for a European Spanish website, Latin-American speakers would use “Carrito de compras”
“Search Engines” translates as “Motores de búsqueda” for European Spanish
Latin-American Spanish speakers would use “buscadores”
“Computer” frequently translates as “computadora”
Latin-American Spanish speakers would use “ordenador”
SEO keywords are locale specific
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Phase 10
Updates and Content Management
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Key Benefit to MWTC?
Project cost was in $10s of 1,000s not $100s of 1,000sGPI and Ektron solution made customer self-sufficientContent can be created swiftly by non-technical staffFulltime webmaster not required
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“Home grown” HTML is very difficult to Globalize or localizeNewly minted Links are more portable, managed through CMSEliminate Text expansion overflow and buttons that are too smallGain a versatile user interface that is optimized for additional languages
Why a WWW site from scratch?
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About GPI
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TranslationWebsite GlobalizationSoftware GlobalizationDocumentation Globalization (DTP)Audio, video and Multimedia GlobalizationInterpretationMultilingual Website Design, Development and HostingGlobalization Strategy Consulting
GPI areas of expertise
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Give me your business card (or name / email / phone) and you get:
Flash “what’s wrong with this WWW demo”Website Globalization White PapersUpcoming White Papers on:
• Best Practices for Using InDesign for Globalized Docs
• Best Practices for Using FrameMaker for Globalized Docs
• Best Practices for Using PowerPoint for Globalization
Homework:
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Globalization Guide Sample
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Globalization Guide Sample
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GPI has been honored for its own website design and development efforts by winning a total of 12 Awards for its corporate websites including:
Winner Best Professional Services Microsite/Landing page category for www.globalizationpartners.com
Winner Best International Business Interactive application category for www.globalwidgets.com
Webby Awards Official Honoree for its corporate site www.globalizationpartners.com
Winner WWW Gold Award for www.globalwidgets.com
Winner WWW Gold Award for its corporate site www.globalizationpartners.com
Winner W3 Silver Award for “Professional Services” for www.globalizationpartners.com
Winner W3 Silver Award for “Structure and Navigation” for www.globalizationpartners.com
Winner W3 Silver Award for “Home Page” for www.globalizationpartners.com
Winner Davey Gold Award: Professional Services for www.globalizationpartners.com
Winner Davey Gold Award: Best Practices for www.globalizationpartners.com
Winner Davey Gold Award: Home Page for www.globalizationpartners.com
Winner Davey Gold Award: Navigation for www.globalizationpartners.com
Winner Davey Silver Award for www.globalwidgets.com
Award winning web design
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Maxwell HoffmannDirector, Document Globalization Practice
Direct Tel: +1 503.336.5952Mobile: +1 503.805.3719Toll Free: +1 866.272.5874Global FAX: +1 202.478.0956mhoffmann@globalizationpartners.comFollow me on twitter: http://twitter.com/maxwellhoffmann
Contact information
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To learn more about
Globalization Partners International, please visit us at:
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For more information:
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