global from get go tb oct17
Post on 21-Oct-2014
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Three International Product Principles for global adoption. from the get-go.TRANSCRIPT
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
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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!
Talia Baruch, International Product
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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