Decision-making in Translation: Considering User Experience Research and Member Feedback

1

Aline Kubiak, Brazilian Portuguese LSNani Ratnawati, Indonesian LS

2

Our MissionConnect the world’s professionals to make them more productive and successful

The World’s Largest Professional Network

3

LinkedIn Members

22 languages supported

39+ million students and recent college graduates

75% of new members came to LinkedIn from outside

the United States (Q3 2014)

332+ million members

4

“Member” and “User”

Member: someone who has a LinkedIn account

User: used during research

For this presentation,

the two words are used

interchangeably

Target Audience for LinkedInTarget Audience for LinkedInProfessionals all over the world,

including high school and university students

What Do Localization Specialists do at What Do Localization Specialists do at LinkedIn? LinkedIn?

Translate and review content: main site, mobile apps, marketing, press releases, surveys, and customer service

Verify new features and products Provide expertise to engineers, product managers, and

designers Manage translation vendors Maintain style guides and glossaries

An Example of What We Translate An Example of What We Translate

Localization and Design Localization and Design

Intended Meaning Unintended Meaning

Advance your career (by using LinkedIn)

In Romanian slang, the image means “being in serious trouble.

8

Translation: Factors to ConsiderTranslation: Factors to Consider

Research Member Feedback

Definition of User ExperienceDefinition of User Experience

“The overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.” - Oxford Dictionaries

“The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.” - Jacob Nielsen and Don Norman

How We Gather Feedback: Part IHow We Gather Feedback: Part I

• Research• Qualitative (user experience research, including

one-on-one research interviews and focus groups)• Quantitative (surveys, A/B testing)

BUY NOW

Variant A = 1.5% Variant B = 1.0%

How We Gather Feedback: Part IIHow We Gather Feedback: Part II

Member Feedback

•Feedback button on site•Feedback from Customer Service reps•Feedback and In-Country Review from local Sales and Marketing office

Talent Trends SurveyTalent Trends Survey

• 26 countries, 18k members around the world• 2014 – 600 Brazilian members• Translation/review: Localization Team• Data collection: research teams• Data used by Marketing: internal purposes/collateral

Most Important Factors in a JobMost Important Factors in a Job

• Better compensation/benefits• Greater opportunities for advancement• Better work/life balance• Increased job security• More recognition• More impactful role• Stronger relationship with manager• Better office location• Improved job title• More challenging job

Preconceived BeliefsPreconceived Beliefs

•Takeaway: Research is useful to shatter preconceived beliefs

• Brazilians would not choose “more challenging job”• Was among top 5 out of 10 most important

Seeking opportunities for advancement 54%

Better compensation and benefits 34%

Better work/life balance 26%

A better fit for my skill set 22%

More challenging job 19%

Listening TourListening Tour

• Qualitative: small sample (~50), but immersive

with in-depth discussions and observations

• Follow where Brazilians eat, live and work

• Not just what they say, but how they say it

Listening Tour – Mobile ScreensListening Tour – Mobile Screens

Negative (unclear value proposition)

New translation:

Crie seu perfil

Um perfil completo permite que

pessoas e oportunidades encontrem

você

Takeaway: When introducing a

new concept be as specific as possible

(when space or source text allows)

English:

Start your profile

Let people and opportunities find you

18

Positive (“nation of dreamers”)

Listening Tour - Mobile ScreensListening Tour - Mobile Screens

English:

Find or be found by the job of

your dreams.

Save, search and apply to jobs

Takeaway: Use research findings to inform transcreations

21

Professional IdentityProfessional Identity

• 2 different studies (Survey and one-on-one research interviews)

• Brazilians don’t separate their professional from their personal lives

English Portuguese

Make the most of your professional life

Conquiste suas metas profissionais (“Achieve your professional goals”)

Contradictory FeedbackContradictory Feedback

• “Professional”/“elite” vs “informal”• English prefers “5 and 10 cent” words,

avoids “25 and 50 cent” words:

5 10 25 50

Use Professional Idealistic Ameliorate

Buy Opportunity Implement Proficiency

Good Dream Perplexed Aficionado

Contradictory FeedbackContradictory Feedback• “Professional”/“elite” vs “informal” • Portuguese prefers “10 and 25 cent words”,

Avoids “5 and 50 cent words

5 10 25 50

Pedir Dinâmico Disponibilizar Intempéries

Colocar Profissional Otimizar Imediações

Achar Acreditar Implementar Outorgar

Takeaway: when feedback is contradictory, compromise and

take a middle of the road approach until you get further evidence

Contradictory Feedback - English as Contradictory Feedback - English as “Prestige Variant”“Prestige Variant”

In- Country review: more English words

User feedback: too much English (user generated content, product names)

Compromise: if English word is widely used, more precise and shorter, English is OK

English Portuguese

Performance Desempenho

Ranking Classificação

Insight Insight

Feedback Feedback

Indonesian (Pre-Launch): Indonesian (Pre-Launch): “Download” and “Upload”“Download” and “Upload”

English Indonesian

Download

Upload

Unduh

Unggah

LinkedIn Other Social Media Sites

Download

Upload

Unduh

Unggah

6 Months after Launch: 6 Months after Launch: Focus Groups and In-Depth Interviews in JakartaFocus Groups and In-Depth Interviews in Jakarta

21-30 year-old professionals who work at local and multinational companies and who use the Internet daily

9 Focus groups, each with 6 participants and different types of users: non-users, light users, and heavy users, covering top 5 industries in Indonesia

3 In-depth, one-on-one research interviews with professionals in Recruiting and Human Resources

6 Months after Launch: 6 Months after Launch: Focus Groups and User Studies in JakartaFocus Groups and User Studies in Jakarta

Study Results

Why is LinkedIn translating the terms download and upload? “Unduh” and “Unggah” sound awkward.

But – we never used unduh and unggah on LinkedIn!

Also Informed by User Studies: Also Informed by User Studies: “Global Changes” for Other Terms“Global Changes” for Other Terms

English Indonesian

Log in/ Log out Masuk/ Keluar

Feedback Umpan Balik

Link Tautan

Takeaway: Other sites/your competitors may use the translated version, but it doesn’t mean it is the right choice for your product/content

Feedback from Language Reviewer: why use English if the Indonesian translation exists?

Informed by User Studies and Informed by User Studies and In-Country Review: In-Country Review:

Global Changes for Product NamesGlobal Changes for Product Names

Takeaway: Depending on the product and target audience, the translated version may not be the best version

English Indonesian (Pre-research)

Indonesian(Post-research)

Recruiter Perekrut Recruiter

Job Seeker Pencari Kerja Job Seeker

Talent Finder Pencari Bakat Talent Finder

Feedback from Local Sales Team Feedback from Local Sales Team for the Indonesian Market for the Indonesian Market

Know Your Audience: Know Your Audience: Introduce Industry-Specific PhrasesIntroduce Industry-Specific Phrases

in A User-Friendly Way in A User-Friendly Way

Solution

Provide explanation/clarification when space allows – e.g. Press Release, Surveys, Help Center

Takeaway: Seek feedback/insights from local connections/local teams, especially for new concepts/industry terms

Problem

Since Recruiting and Human Resources are new industries in Indonesia, people are not familiar with the term “Passive Candidates”

Simplified Chinese: Simplified Chinese: LinkedIn’s “LinkedIn’s “Basic AccountBasic Account””

English First Translation

Final Translation

Basic Account Lite Version Account 精简版帐户

Standard Version Account 标准版帐户

Takeaway: Conduct user experience research early/ consult your users (or potential users) early

ConclusionConclusion

Conduct research to: Gain new insights and shatter preconceived beliefs Inform transcreation Inform what kind of messaging resonates with users most

Provide clarification when introducing a new concept or when value proposition is unclear

Do not disregard contradictory feedback – you can always take a middle of the road approach

34

Questions? Questions?

35