Presentation by Jane Robbins at the January NoVA UX meetup: http://www.meetup.com/nova-ux/events/143633812/
Details
When designing a bilingual website, there are many more factors to consider than for a website in a single language. Jane will share her lessons learned with others, since the world's internet users are becoming more diverse every day and employing a user-centered approach is her professional passion.
More about Jane
Jane is the webmaster for an international nonprofit, the Jan Karski Educational Foundation. She defined their website and currently does project management for them as well. She has also held UX, Sales, Marketing and IT roles at Volkswagen of America, Freddie Mac and Apple.
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Tips for creating international multilingual websites
1. 30 Tips for Creating International
Multilingual Websites
Jane Robbins
NOVA UX Meetup
Jan. 8, 2014
2. ‘s Background
Managed a redesign for an international nonprofit
for a bilingual website, jankarski.net (Polish-English)
Was a UX consultant at Volkswagen of America on a
web portal that will be used in many countries
Jane Robbins
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3. The Impacts of Language
English is the most used language on the web, but …
Most (75%) internet usage
is not in English
Bottom line ~ we need
to reach users in their
own languages
Jane Robbins
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4. The International Site Process
Multilingual websites can be created in two
phases - international and localization
International planning includes: domain
definition, design and layout, technical factors, UX
considerations, CMS and content decisions, and
cultural research
Localization includes content translation and
implementation
If your planning is handled correctly, your
localization process will be smoother and
there should be less rework
Jane Robbins
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5. Domain Considerations
Decide on one site / URL or multiple sites per
language
For SEO reasons, it’s often better to have one
website with multiple language links
Example: jankarski.net with a /pl or /en suffix
Google recommends getting a country-specific
domain if you can afford it
Examples:
ebay.de =
ebay.fr =
Ensure that the URL is short and neutral
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6. Design Considerations
Length of a label may differ by language
For example, Polish and German words are longer
than equivalent English words
“Benutzername” = “User name” in German
Right-justified labels work for all languages (this
approach worked well at VW)
User name
Benutzername
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7. More Design Considerations
Bi-directional languages (such as Arabic and
Hebrew) need to display characters right to left for
text and left to right for numbers
Use horizontal menus if any of your languages are
bi-directional
Make sure your layouts and templates work for all
languages
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8. More Design Considerations
Pay attention that special characters (Polish ł
and ę, German ä and ß, Chinese 德新, etc.)
for each language:
Are findable in the site’s Search
Read correctly on the screen and printed out
Jane Robbins
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9. More Design Considerations
Don’t include graphics with
embedded text
Make sure payments are shown in
applicable currencies
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10. UX Considerations
Personas and UX testing need to include
natives of the languages for the site
Help users by defaulting a language, but allow
users to change it (for expats and visitors)
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11. Cultural Considerations
The customer experience needs to fit the culture
For example, in Poland, nonprofit sites rarely have a
Donate button, considering it tacky
Also, European users tend to use bank transfers for
payments (not PayPal)
Jane Robbins
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12. Cultural Considerations
If practical, customize content to ensure that
the text, graphics, and even the colors work
for the different audiences
Examples from IRS.gov:
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13. Practical Considerations
Tag in all languages with the terms that local
users search for content
Is this a trunk
or a boot?
Build links to same-language content – avoid
mixing links
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14. CMS Considerations
Choose a CMS suitable for a client’s business
needs including:
Handling and maintaining multilingual content
Checking in and out and exporting / importing
translation workflows
Determine whether the local or centralized
entity will have final say on content
Decide the site’s formality of tone plus
regional terms that may differ by country
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15. Technical Considerations
Access outside of the US is more likely on a
mobile device
Take typical technology speeds for target
audiences/countries into consideration
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16. More Technical Considerations
Make sure that required software or plugins
are commonly used
Allow for language toggling back and forth on
the same page
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17. Language Considerations
Content vs. language – there’s a big difference
1)
2)
3)
The great majority of multilingual sites have the
same content for all languages
Some sites (IRS.gov) have translations for
frequent items, but most content is in English
My Polish-English sites both have the same
branding and navigational structure, but differing
content
Jane Robbins
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18. Content Considerations
In writing and tagging content, clarify
locations so that users in Cambridge, Mass.
aren’t sent to content for Cambridge, England
Ensure that graphics aren’t
insensitive to other cultures
Jane Robbins
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19. More Content Considerations
Translate measurements, depictions of time
(1400 vs 2pm), and time zones, as needed
or
Be careful about idiomatic or slang terms that
might not be understandable to all
“my bad”
“phat”
“groovy”
Figure out how to handle VOI (voice on the
internet) and accessibility features
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20. Translation Considerations
Translations
Use an automated translator?
Google Translate, et al – provide the basics only
For a professional, credible website, you really need a
human translator to polish the content
Have native speakers proofread all text
Employ a translator or use a service?
Assuming you’ll be adding content over time,
you’ll need to determine a long-term
solution for content maintenance
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21. Top Tips:
Get a professional translator if possible
Research cultural considerations
Localize content
Jane Robbins
@UX_JaneRobbins
jmurobbins@gmail.com
22. Some Resources
General information on doing global-based research:
Whitney Quesenbery and Daniel Szuc ’s book “Global UX: Design and Research
in a Connected World” “The Handbook of Global User Research” by Robert
Schumacher
“A Pocket Guide to International User Research” by Chui Chui Tan and Owen
Gregory
“Beyond Borders: Web Globalization Strategies” by John Yunker (2002-3)
Mashable article by Christina Warren
http://mashable.com/2010/10/11/global-web-design/
Two summaries of technical and non-technical considerations by Christian Arno
http://sixrevisions.com/web_design/how-web-designers-can-adopt-a-globalmindset/ and http://www.webresourcesdepot.com/8-tips-for-designing-betterglobal-websites/
http://ezinearticles.com/?Web-Designing-Tips-For-Bilingual-WebsiteDesigns&id=4021163
Government best practices Howto.gov Best Practices
http://www.howto.gov/web-content/multilingual/best-practices
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23. More Resources
Writing for a global audience:
http://webdesign.about.com/od/writing/a/aa080800a.htm
http://www.webdesign.org/web-design-tips-for-an-internationalaudience.22281.html
“A Practical Guide to Localization (Language International World
Directory)” by Bert Esselink and Arjen-Sjoerd de Vries
Accessibility and CSS:
http://blog.globalizationpartners.com/internationalization-andaccessibility.aspx
Bilingual sites & SEO
Google video about bilingual sites
http://www.youtube.com/watch?v=GyWx31GeQWY&feature=player_e
mbedded
http://alexwebmaster.com/developer-bilingual-websites-searchengine-optimization-spanish-english-houston-texas/
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24. More Resources
Automated translations:
Translation tools are described in http://sixrevisions.com/tools/reach-alarger-audience-with-content-translation-tools/
Translators for WordPress sites
http://codex.wordpress.org/Multilingual_WordPress
Build a multilingual site with WordPress by Shannon Smith
http://www.creativebloq.com/wordpress/build-multilingual-sitewordpress-9112795
Lingual plugins for Joomla http://www.joomfish.net/
A translator incorporated into an HTML forms builder called Wufoo
Crowd source translations with a tool like http://www.worldlingo.com/
Managing international projects:
http://blog.globalizationpartners.com/website-translation-localizationand-internationalization.aspx
Some firms that specialize in multilingual site translations:
http://www.lingo24.com/
http://www.translations.com/
http://www.globalizationpartners.com/
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25. More Resources
A few firms specialize in bilingual sites:
Japanese/English http://www.designtym.net/services/
Spanish/English http://www.gogonzalez.com/webdesign/bilingual-multilingual-web-design
French/English – both in Canada
http://www.beginwithb.com/bilingual-calgary-web-design and
http://www.joceydesigns.com/
Welch-English http://www.drupology.co.uk/bilingual-websitedesign-wales
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Notes de l'éditeur
Front page illustration from Grants4hawks.wordpress.comInternet usage stats from http://www.internetworldstats.com/stats7.htm
My BackgroundManaged a redesign for an international nonprofit for a bilingual website, jankarski.net (Polish-English)Was a UX consultant at Volkswagen of America on a web portal that will be used in many countries around the world Examples will draw from those experiences plus further research
Language Impacts English is the most used language on the web, but as the internet reaches a broader diversity of people - including non-elites - we need to build websites in languages that reach everyone. Most (3/4th) internet usage is not in in EnglishEven in the US, some people are more comfortable in another languageAs more nations add technology expertise, we’ll need to reach them in their own languages
Practical ConsiderationsDecide on one site/URL or multiple sites per languageIt’s often better to have one website with multiple flags or language links for SEO reasons (example: jankarski.net with a /pl or /en to indicate the language)But Google recommends getting the country-specific domain (example: domain.de or domain.pl) if yours is a large organization and you can afford the cost and maintenance Ensure that the URL is short and isn’t offensive in the other language(s)Tag in all languages with the terms that local users are using to search for contentBuild links to same-language content – don’t mix links
Practical ConsiderationsDecide on one site/URL or multiple sites per languageIt’s often better to have one website with multiple flags or language links for SEO reasons (example: jankarski.net with a /pl or /en to indicate the language)But Google recommends getting the country-specific domain (example: domain.de or domain.pl) if yours is a large organization and you can afford the cost and maintenance Ensure that the URL is short and isn’t offensive in the other language(s)Tag in all languages with the terms that local users are using to search for contentBuild links to same-language content – don’t mix links
More Design ConsiderationsPay attention that special characters (Polish ł and ę, German ä and ß, Chinese 德新, etc.) for each language: Are findable in the site’s Search Read correctly on the screen and printed out Length of labels on forms will differ by languageFor example, both Polish and German words tend to be longer than equivalent English wordsFor VW, in some cases we had to right-justify labels to make sure we were leaving enough room for all languages User Name Benutzername
More Design ConsiderationsMake sure your layouts will work with the differential length of text in all languagesDon’t include graphics with overlay or embedded text unless you translate the text for each languageUse horizontal menus if any of the languages are not read from left-to-rightMake sure any payment amounts can be easily shown in all applicable currencies
Design ConsiderationsPay attention that special characters (Polish ł and ę, German ä and ß, Chinese 德新, etc.) for each language: Are findable in the site’s Search Read correctly on the screen and printed out Length of labels on forms will differ by languageFor example, both Polish and German words tend to be longer than equivalent English wordsFor VW, in some cases we had to right-justify labels to make sure we were leaving enough room for all languages User Name Benutzername
More Design ConsiderationsMake sure your layouts will work with the differential length of text in all languagesDon’t include graphics with overlay or embedded text unless you translate the text for each languageUse horizontal menus if any of the languages are not read from left-to-rightCurrency graphic from http://freegraphicdownload.com/countrys-currency-symbols-set/Make sure any payment amounts can be easily shown in all applicable currencies
UX and Cultural ConsiderationsAll versions of your website need to provide a great customer experience, regardless of the languageUX testing needs to include natives of the languages that the site coversThe customer experience needs to fit within the appropriate cultural contextFor example, we found out that in Poland, nonprofit sites rarely have a Donate button, considering it tackyAlso, bank transfers are used more for donations in Europe than services such as PayPal If practical, customize content to ensure that the content, graphics, and even the colors work for the cultural audiences you are trying to reach Photo from http://www.123rf.com/photo_5558708_group-of-people-with-different-professions-isolated-over-white.htmlGraphics from Dara Pressley and Techsmith.com
UX and Cultural ConsiderationsAll versions of your website need to provide a great customer experience, regardless of the languageUX testing needs to include natives of the languages that the site coversThe customer experience needs to fit within the appropriate cultural contextFor example, we found out that in Poland, nonprofit sites rarely have a Donate button, considering it tackyAlso, bank transfers are used more for donations in Europe than services such as PayPal If practical, customize content to ensure that the content, graphics, and even the colors work for the cultural audiences you are trying to reach Photo from http://www.123rf.com/photo_5558708_group-of-people-with-different-professions-isolated-over-white.html
UX and Cultural ConsiderationsAll versions of your website need to provide a great customer experience, regardless of the languageUX testing needs to include natives of the languages that the site coversThe customer experience needs to fit within the appropriate cultural contextFor example, we found out that in Poland, nonprofit sites rarely have a Donate button, considering it tackyAlso, bank transfers are used more for donations in Europe than services such as PayPal If practical, customize content to ensure that the content, graphics, and even the colors work for the cultural audiences you are trying to reach Photo from http://www.123rf.com/photo_5558708_group-of-people-with-different-professions-isolated-over-white.html
Practical ConsiderationsDecide on one site/URL or multiple sites per languageIt’s often better to have one website with multiple flags or language links for SEO reasons (example: jankarski.net with a /pl or /en to indicate the language)But Google recommends getting the country-specific domain (example: domain.de or domain.pl) if yours is a large organization and you can afford the cost and maintenance Ensure that the URL is short and isn’t offensive in the other language(s)Tag in all languages with the terms that local users are using to search for contentBuild links to same-language content – don’t mix links
Technical ConsiderationsBuild scalability for the data base load for multilingual contentAccess outside of the US is more likely on a mobile device, so design for an optimal experience on all types of devicesTake typical technology speeds for all target audiences/ countries into consideration Make sure that required software or plugins are commonly used in the other language’s location/countryAllow for language toggling back and forth on the same page to help users with varying abilities in both languages
Technical ConsiderationsBuild scalability for the data base load for multilingual contentAccess outside of the US is more likely on a mobile device, so design for an optimal experience on all types of devicesTake typical technology speeds for all target audiences/ countries into consideration Make sure that required software or plugins are commonly used in the other language’s location/countryAllow for language toggling back and forth on the same page to help users with varying abilities in both languages
Technical ConsiderationsBuild scalability for the data base load for multilingual contentAccess outside of the US is more likely on a mobile device, so design for an optimal experience on all types of devicesTake typical technology speeds for all target audiences/ countries into consideration Make sure that required software or plugins are commonly used in the other language’s location/countryAllow for language toggling back and forth on the same page to help users with varying abilities in both languages
Language ConsiderationsContent vs. language – there’s a big differenceYou need to decide if you want to have exactly the same content for all language versionsThe great majority of multilingual sites have the same content for all languagesSome sites (IRS.gov) have home pages in other languages with translations for frequently used items, but most content is in EnglishFor the Polish-English site, we decided that both sides need the same basic branding and navigational structure, but the content is different since we are reaching different audiences
Content ConsiderationsIn writing and tagging content, make sure you are clear on the locations so that users in Cambridge, Mass. aren’t sent to content for Cambridge, England Ensure that graphics don’t include images that might be insensitive to other culturesTranslate measurements and other location-specific terms as neededBe careful about idiosyncratic or slang terms that might not be understandable to everyone, even for English speakers Graphic from wpclipart.com
Content ConsiderationsIn writing and tagging content, make sure you are clear on the locations so that users in Cambridge, Mass. aren’t sent to content for Cambridge, England Ensure that graphics don’t include images that might be insensitive to other culturesTranslate measurements and other location-specific terms as neededBe careful about idiosyncratic or slang terms that might not be understandable to everyone, even for English speakers
More Language ConsiderationsTranslations Use an automated translator?Google Translate, et al – gives the basics only -> it really needs a human to massage the content to make it polished and professionalHave native speakers proofread the content before going liveEmploy a translator or use a service?Assuming you’ll be adding content over time, you’ll need to determine a long-term solution for content maintenance