Context, Coffee, and the Death of Crapplications: Enabling Great Global UX

September 19, 2013. Opinions are those of presenter.

Context, Coffee, and the Death of Crapplications

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Enabling Global UX in the Enterprise

Ultan O’Broin (@localization)

Oracle America, Inc

International Multilingual User Group (IMUG), Adobe, September 2013


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.


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.


In Your Office This Morning?


Tech and Text Replaces TalkSource: coffitivity.com

http://coffitivity.com/


Context 101: Work and Cafés


Room for CReaM?


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


“Tell Me More About That”


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



Kicking Yourself for Not Knowing Better

Source: inc.com

http://www.inc.com/chris-beier-and-daniel-wolfman/intuit-quicken-scott-cook-global-expansion-failed.html


Context & Metaphor in the Enterprise


Ethnography: Research in WWWild Source: Oracle America, Inc


Contextual of Use Areas

• Stakeholders.• Users• Intended user

groups (NLS, MLS, localization/s, language).

• Goals for groups.



Context of Use Areas

• Computing, technical environment.

• Language, i18n, L10n frameworks, support.

Sources: Cited in notes.




• Cultural, Social, Physical Work Environment.Sources: Cited in notes.




• Tasks by environment.• Training and documentation.

Sources: Cited in notes.



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


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.



Translation is UX: ContextSource: copyisdesign.com


Enterprise Scale for Context

Simplicity, Mobility, Extensibility Sources: Oracle America, Inc

http://www.youtube.com/watch?v=9cA5eluTts8


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



Ireland

• Irish (Gaeilge) name• Personal Public

Service (PPS) Number

• Ethnicity: Additionof 'Travelling Community‘

• Mother’s maiden name




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




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




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




L20n and 37 Signals UX• Enabling Context When: “It Depends”

Sources: 37Signals, L20n.org and LinkedIn



Context is NOT a T9N Issue



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



Thinking Outside the Bento Box

Sources: Gigaom.com, M-Pesa


Efficiency, Scale where Context is King?

Align Common Processes

Comply Locally

Adapt Quickly To Changes



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.



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

http://www.amazon.com/Out-Office-where-achieve-ebook/dp/B00C6LLZVO/ref=la_B00CHA4KXE_1_1?ie=UTF8&qid=1370819507&sr=1-1

https://blogs.oracle.com/translation/entry/context

http://www.slideshare.net/uvox/tell-me-more-about-that-gathering-user-requirements-and-context-of-use-for-global-enterprise-applications-15908568

http://www.slideshare.net/uvox/tell-me-more-about-that-gathering-user-requirements-and-context-of-use-for-global-enterprise-applications-15908568

https://blogs.oracle.com/usableapps/entry/cross_cultural_factors_should_be

https://blogs.oracle.com/usableapps/entry/cross_cultural_factors_should_be

http://uxmag.com/articles/ux-testing-and-cultural-preferences

http://www.multilingual.com/

http://www.multilingual.com/

http://l20n.org/

http://gigaom.com/2013/04/04/what-airbnb-learned-from-jiro-dreams-of-sushi/
