global from get go tb oct17

Talia Baruch Senior Manager, International Product | LinkedIn

Global from the Get Go

product strategy for international roadmap

The world’s largest professional network build it before you need it, so it’s there when you do.

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

LinkedIn Members (Millions)

238M+ Members Worldwide

Growing at 2+ members/second

212

We’re currently supporting 20 languages

2003 2004 2005 2006 2007 2011 2012 2008 2009 2010 2013

3 international product principles:

1. Identify. Local vs global target users.

2. Optimize. I18n-integrated dev/design.

3. Scale. Ecosystem infrastructure.

1. Identify target users| Local vs global

• Who are you optimizing for?

• Put yourself in the users’ shoes. All users.

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Who are you optimizing for?

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Are you delivering

your local users’ needs & wants?

Is traditional car rental service relevant in China?

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Local vs Global consumption

GLOBAL

YES NO

Localize UI

and UX

performance Don’t localize

UI. Keep full

UX EN only.

Mixed language UI = bad UX

2. Optimize | I18n-integrated dev/design

• I18n support baked upfront in product dev/design phase after EN prototype iterations and before code complete. o Unicode o Auto-layout o Concatenation (good & bad) o Variables, text extraction from code o XIB (NIB) Interface-build bundles vs code based o Pseudo-localization

• Simple, intuitive, universal UED.

• Geo-customized features:

o Independent locale libraries for creative assets, glyphs. o APIs with local networks. o Data standardization. o Relevance algorithm. o International SEO.

• Text-less images, single word CTA buttons

• Iconification: locale independent glyphs vs embedded Sprite images

• Auto-layout

• Dust templates

• DaVinci/Katy

• Pseudo-localization product sign off before l10n

Simple UI is good for UX,

but it’s even better for international UX!

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Asia

Brazil India

Germany

Global (German UI)

Native look & feel

giv

e a

little b

it of d

elig

ht

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Native look ‘n feel (India IP)

3. SCALE | ecosystem infrastructure

• Build once. Leverage.

• Horizontal i18n solutions for multilingual sprint launches.

• Modular, customizable frameworks for reuse leveraging.

The power of LinkedIn’s network effects

Critical mass of data

Relevant and valuable

products and services

Technology platform

Member growth and engagement

Product Adaptation for Worldwide

Adoption

Act global | think local

International High Education

CASE STUDY

LinkedIn University Pages: an international story

18

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

China India USRussia

BrazilIndonesia Japan

Korea (S)Turkey

Germany EgyptUK

Argentina

Student global penetration

LI students Total students in-country

Translatable copy & visual

Alumni

In/out state tuition

Financial aid/Grant

scholarship

SAT/ACT

State/City College

Indexing relevant fields of study for International

Homeland Security

Urban Ministry Funeral

Embalming

Pastoral Studies

JROTC (junior reserve officers training corps)

Honors Program

IEP (individual education plan)

Pre-Engineering

Space Orientation

Science

• In Indonesia? Winery

• In Malaysia? Horticulture

Standardization: titles and schools

Manager

Senior Manager

Director

Chief Executive

Do these seniority titles mean the

same in Japan vs in the Netherlands?

Getting all international school names right

and within their relevant hierarchical

campus structure and affiliates is a challenge!

UCSF Tel Aviv Univ

Mission Bay

campus

N/A Laurel

Heights

SF Hospital

Adapting filters to showcase relevant schools

based on career outcome

Facilitating schools descriptions

APPENDIX

Key I18n requirements integrated in product

dev/design phase

Unicode for end-to-end coding.

Multilingual fonts support for all character sets in covered browsers.

Text extracted from code and stored in .resource/.properties.

Auto-layout for text expansion/contraction in dialog boxes.

Complete phrase strings for context translation. (joined key values)

Pseudo-localization.

• Primal & premium design (eg, “Katified” simplified).

• Locale creative libraries = independent reuse for local relevance.

• Built-in content-type serving for user language and geo relevance.

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