context of use and use of context: localization and ux

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Localization World London 2013. Opinions are those of presenter. “Tell Me More About That” Context of Use in UX and Use of Context in L10n Designing Great Enterprise Applications User Experiences for Global Users Ultan O’Broin (@localization) Oracle America, Inc Localization World, London, June 2013

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Localization World, London 2013 preso by Ultan O'Broin on gathering user requirements globally and on making a great contextual user experience for all users.

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Page 1: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

“Tell Me More About That”

Context of Use in UXand

Use of Context in L10nDesigning Great Enterprise Applications

User Experiences for Global Users

Ultan O’Broin (@localization)

Oracle America, Inc

Localization World, London, June 2013

Page 2: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

About @Ultan• Director, Oracle Applications

User Experience• Translation Program

Manager• Localization Manager• EMEA, USA• Writer, Blogger• @localization• Views not necessarily those of employer

Page 3: Context of Use and Use of Context: Localization and UX

Localization World London 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 Use• Context for All: Beyond L10n• Resources

Page 4: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

In the Office This Morning?

Page 5: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context 101: Work and Cafés

Page 6: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Room for CReaM?

Page 7: Context of Use and Use of Context: Localization and UX

Localization World London 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.

Page 8: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

“Tell Me More About That”

Page 9: Context of Use and Use of Context: Localization and UX

Localization World London 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: business rules and requirements, organizational culture, working vs. business languages, multinational distribution, macro trends (BYOD, COIT, globalization, internet), micro flavors

• Contextual areas vary by country/region/location too

Page 10: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Kicking Yourself for Not Knowing Better

Page 11: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context and Metaphor

Page 12: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Ethnography: Research in WWWild

Page 13: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Contextual of Use Areas

• Stakeholders• Intended user groups• Goals for groups

Page 14: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Computing or technical environment

• Translations, i18n, L10n Support

Page 15: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Cultural, Social and Physical Work Environment

Page 16: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Tasks by environment • Training and documentation

Page 17: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

UX Context Pivots through Cloud

Sell 500 collectable comic books

Browse newly listed comic books

Bid at the last second on a comic book

Page 18: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Today’s Global UX: Contextual• Context Wins Over Consistency

(37 Signals)• Personalized• Cloud pivot,

optimization• Dumbed down leveraging goals• If Language/Translation is UX,

then it must be contextual

Page 19: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Enterprise Scale for Context

Page 20: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

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

Page 21: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Context Not a T9N Issue Alone

Page 22: Context of Use and Use of Context: Localization and UX

Localization World London 2013. Opinions are those of presenter.

Thinking Outside the Bento Box