context, coffee, and the death of crapplications: enabling great global ux
DESCRIPTION
Understand how and why context is king for localization, translation, and user experience alike. Find out what context of use is, and how it relates to requirements and implementation of software being used globally. Understand why translation is UX, and more. Great examples and best practices make this presentation come to life in a real way for novice, seasoned, and start up globalizers. Next time you're in Starbucks or Peets you'll remember the importance of context!TRANSCRIPT
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September 19, 2013. Opinions are those of presenter.
Context, Coffee, and the Death of Crapplications
*
Enabling Global UX in the Enterprise
Ultan O’Broin (@localization)
Oracle America, Inc
International Multilingual User Group (IMUG), Adobe, September 2013
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September 19, 2013. Opinions are those of presenter.
About @Ultan• Director, Oracle Applications
User Experience.• Translation Program
Manager.• Localization Manager.• EMEA, USA.• Writer, Blogger, Tweeter.• @localization, @ultan.• Views not necessarily those of Oracle.
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September 19, 2013. Opinions are those of presenter.
Agenda• User Experience (UX) 101.• Context of Use in the Enterprise.• Global Users Don’t Work the Same Way.• Enabling Sources for Contextual UX.• Context for All: Beyond L10n.• Best Practices.• Resources.
Copyright of original screens and images used in this presentation is gratefully acknowledged.
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September 19, 2013. Opinions are those of presenter.
In Your Office This Morning?
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September 19, 2013. Opinions are those of presenter.
Tech and Text Replaces TalkSource: coffitivity.com
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September 19, 2013. Opinions are those of presenter.
Context 101: Work and Cafés
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September 19, 2013. Opinions are those of presenter.
Room for CReaM?
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September 19, 2013. Opinions are those of presenter.
User Experience versus Usability
User InterfaceThe look and feel of an application, including the layout and interaction model.
User ExperienceThe complete experience for a user around accomplishing a task, including across traditional applications boundaries.
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
“Tell Me More About That”
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September 19, 2013. Opinions are those of presenter.
Context of Use• Anything of importance used to complete a task• National Institute of Standards and Technology (NIST)
Common Industry for Usability Requirements (CISU-R)
• “The users, tasks, equipment (hardware, software, and materials), and physical and social environments in which a product is used” [ISO 9241-11:1998]
• Enterprise nuances: laws, rules, requirements, organizational culture, working vs. business languages, multinational distribution, macro trends (BYOD, COIT, globalization, internet), micro flavors
• Contextual by country/region/location too
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September 19, 2013. Opinions are those of presenter.
Kicking Yourself for Not Knowing Better
Source: inc.com
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September 19, 2013. Opinions are those of presenter.
Context & Metaphor in the Enterprise
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September 19, 2013. Opinions are those of presenter.
Ethnography: Research in WWWild Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Contextual of Use Areas
• Stakeholders.• Users• Intended user
groups (NLS, MLS, localization/s, language).
• Goals for groups.
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September 19, 2013. Opinions are those of presenter.
Context of Use Areas
• Computing, technical environment.
• Language, i18n, L10n frameworks, support.
Sources: Cited in notes.
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September 19, 2013. Opinions are those of presenter.
Context of Use Areas
• Cultural, Social, Physical Work Environment.Sources: Cited in notes.
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September 19, 2013. Opinions are those of presenter.
Context of Use Areas
• Tasks by environment.• Training and documentation.
Sources: Cited in notes.
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September 19, 2013. Opinions are those of presenter.
UX Context Pivots through CloudWedge to Emergent Markets
Sell 500 collectable comic books
Browse newly listed comic books
Bid at the last second on a comic book
Sources: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Today’s Global UX: Contextual• Context Wins Over Consistency.• Personalized.• Cloud wedge
to markets. • No dumbed
down leveraging please.• For language/translation to be UX,
it must be contextual.
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September 19, 2013. Opinions are those of presenter.
Translation is UX: ContextSource: copyisdesign.com
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September 19, 2013. Opinions are those of presenter.
Enterprise Scale for Context
Simplicity, Mobility, Extensibility Sources: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Germany
• Names in DEÜV format• Passport types• Citizenship; Residence title
and visas• Work & residence permit • Drivers license• European Union (EU) driving
license classes• Disability attributes• Contract types
Personnel HR Requirements Example
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Ireland
• Irish (Gaeilge) name• Personal Public
Service (PPS) Number
• Ethnicity: Additionof 'Travelling Community‘
• Mother’s maiden name
Personnel HR Requirements Example
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Kuwait• Kuwaiti Name (Father, Grandfather and
family names)• National Identifier, validations
– Social insurance number– Civil identifier
• Recording of nationality and previous nationality
• Disability, Visa, Sponsorship information• Document Management for Passport and
Visa Details and expirations
Personnel HR Requirements Example
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
China
• Chinese Name Componentsand Formats
• Full Name used in statutory reporting
– in Simplified Chinese
LastNameFirstName,
e.g. 陆雨霏– or LastName FirstName,
e.g. Lu Yufei
• Chinese Address Style
Personnel HR Requirements Example
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
India
• Person names and address • Religion , Marital Status • Passport details, Names in the
Passport• National ID • PAN Applied, PAN Reference Number • ECNR information• Worker Category• Disability information• Person Extra information ,
Community, Caste, Tribe, Height , Weight, Ex-Service Person, Residential Status, Employee Nomination information
Personnel HR Requirements Example
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
L20n and 37 Signals UX• Enabling Context When: “It Depends”
Sources: 37Signals, L20n.org and LinkedIn
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September 19, 2013. Opinions are those of presenter.
Context is NOT a T9N Issue
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
Start Small for a Global Process• Low-Fi (Wireframes)
review with right stakeholders.
• Discounted approach (apply heuristics)
• Real language, not fake.
• Eliminate surprises early.
Source: Mozilla.org, @destraynor
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September 19, 2013. Opinions are those of presenter.
Thinking Outside the Bento Box
Sources: Gigaom.com, M-Pesa
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September 19, 2013. Opinions are those of presenter.
Efficiency, Scale where Context is King?
Align Common Processes
Comply Locally
Adapt Quickly To Changes
Source: Oracle America, Inc
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September 19, 2013. Opinions are those of presenter.
One Size Does Not Fit All: Best Practices
• Know real users, stakeholders, tasks, environment.• Separate logic from content and UX design.• Use Unicode and i18n support / frameworks.• Cloud is the pivot to UX; wedge to new markets.• Enable personalization, customization, extension (inc.
language change) features.• Use local expertise (UX, localizations, language).• Wireframe for productivity in UX and translation.• Test, test again. For real. Assume nothing.
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September 19, 2013. Opinions are those of presenter.
References• Out of Office• Context for All• Tell Me More About That. Gathering User Requirements and
Context of Use for Global Enterprise Applications• Cross-Cultural Factors Should be Considered in Enterprise
UX Design• UX Testing and Cultural Preferences • NISTIR 7432 Common Industry Specification for Usability -
Requirement• Multilingual Magazine • L20n.org• What AirBnB Learned from Jiro Dreams of Sushi