1. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall User-Centered Website Development: A Human- Computer Interaction Approach

2. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Daniel D. McCracken City College of New York Rosalee J. Wolfe DePaul University With a foreword by: Jared M. Spool, Founding Principal, User Interface Engineering PowerPoint slides by Dan McCracken, with thanks to Rosalee Wolfe, S. Jane Fritz of St. Joseph’s College, and Rhonda Schauer

3. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Credits Slide 19: Courtesy of the DePaul American Sign Language Project.

4. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13. Globalization After studying this chapter you will be aware of: The differences between internationalization and localization Two approaches to text translation Cultural considerations that extend beyond language Screen layout guidelines to accommodate globalization Tips for testing with international users

5. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13.2 Internationalization and Localization Internationalization: identify and isolate culture- specific items that appear on the site: Text Numbers Dates Colors Localization: translate textual content—or create new content—relevant to a particular location

6. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13.3 Text Considerations Translation: either Use human translators exclusively Use semiautomatic translation with human oversight In either case: Avoid jargon and slang, which translate poorly Avoid sports metaphors Fully automatic machine translation is not a viable option—see next slides

7. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Don’t use machine translation alone, without human oversight and editing What the sports writer said: “Jones walked, stole second, and scored on Smith's bloop single to center.” Machine translated into Spanish: “Jones caminó, hurtó en segundo lugar, y que rayó en bloop de Smith solo centrar. Now machine translated the Spanish back to English: “Jones walked, stole in second place, and that scraped in bloop of Smith alone to center.”

8. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall It gets better From English to French and back: “Jones walked, flew the second, and marked on the alone of bloop of Smith to center.” From English to Japanese and back: “As for Jones, being recorded by the stall and the center with single Smith's bloop, the second in walking.” From English to Chinese and back: “Jones next walked, the female uses the shawl, with scoring in Smith's bloop only to center.”

9. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall In fairness... Idioms are difficult for a human translator The original English means little to a person who is not a baseball fan Natural language—human language—is extremely complex In some cases, it may save time to start with the machine translation and let a person clean it up Some areas, such as medical reports, have a standard vocabulary that can be built into the translation dictionary, and machine translation may work better

10. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Make format of dates unambiguous In the United States, a date like 5/2/41 means May 2, 1941; in much of the rest of the world it means February 5, 1941. Globalization cannot work with such ambiguity. Make clear what is meant, as below.

11. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall In expressing times Use a 24-hour clock instead of A.M. and P.M. State time zone, or state that the time is GMT (Greenwich Mean Time).

12. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Numbers In expressing currency, include: The country The numeric amount The appropriate currency symbol In giving sizes, state units: Inches, feet, pounds, quarts, etc.—the so-called English system (which is not used in England) Meters, centimeters, grams, liters, etc.—the metric system (which is used in England)

13. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Cultural differences in use of language Americans, as a rule, prefer direct statements: “Buy Now!” That would be quite rude in Japan Therefore the translator must be a person who has lived in the country of the target language, and preferably be a native speaker Translator must know the subject area; “menu” on a computer window might become “list of food items”

14. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Languages read fine if the proper character encoding is specified

15. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Without character encoding specified...

16. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Give language choice in the target language

17. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13.4 Color, Icons, and Images On color, see tables in text for: The great variation in the meaning of color in various cultures The fact that the experts on this subject don’t agree Get local expert advice Favorite example: brides in the United States wear white—which would be unthinkable in China, where white is the color of death

18. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Icons Don’t! Common gestures in the United States have wildly different meanings in other parts of the world Simple gestures having no particular meaning in one culture may be highly offensive in another It sometimes seems that just about any gesture is obscene or threatening, somewhere in the world If you must use gestures, do user testing in the target culture

19. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall What does this gesture mean? “Everything is great!” “You are worthless!” (zero) “You are an indelicate sphincter!” “Your car needs new piston rings!” Any of the above, somewhere

20. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13.5 Formatting and Page-Layout Considerations Punctuation In France: 1.234,56 In the United States: 1,234.56 Same quantity intended Addresses Forcing international users to supply a state and ZIP code is confusing and/or insulting Many, many other similar considerations

21. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Reading direction of the target language Page layout should match the reading direction Left alignment in a left-to-right language Right alignment in a right-to-left language

22. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Page in a left-to-right language

23. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Same page in a right-to-left language

24. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Common English words have longer equivalents in other European languages; allow more space SpanishFrenchGerman NewsNoticiasActualitésNachrichten ExitSalirQuitterVerlassen Sign In1. LoginIdentifiez-vousMelden Sie sich 2. Validación de Clave 3. Identifícate PrintImprimirImprimerDrucken BuyCompraAchetezEinkaufen NextSiguienteSuivantForward FileArchivoFichierDatei

25. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 13.6 User Testing Identify people living in the target locale to help recruit users, schedule tests, and find translators Localize the test: Test scenarios Introduction Informed-consent document Conduct the testing in the target language Allow more time for testing

26. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Summary In this chapter you learned about: The differences between internationalization and localization Two approaches to text translation—and don’t use machine translation alone Cultural considerations that extend beyond language Screen layout guidelines to accommodate globalization Tips for testing with international users

27. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall User-Centered Website Development: A Human- Computer Interaction Approach

28. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Daniel D. McCracken City College of New York Rosalee J. Wolfe DePaul University With a foreword by: Jared M. Spool, Founding Principal, User Interface Engineering PowerPoint slides by Dan McCracken, with thanks to Rosalee Wolfe, S. Jane Fritz of St. Joseph’s College, and Rhonda Schauer

29. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Credits Slide 6: Courtesy of Dell Computer Corporation Slides 8-9: Netscape website (c) 2002 Netscape Communications Corporation. Screenshot used with permission. Slides 10-12: Courtesy of Soliloquy.com

30. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14. Personalization and Trust After studying this chapter you will: Know about the different kinds of personalization on the Web Be aware of privacy issues, and some ways of responding to them Understand some of what inspires trust in websites

31. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14.2 Benefits of Personalization A strategy for gaining competitive advantage Often a value-added service for user Example: knowing ZIP code permits listing only nearby restaurants If the information that is most relevant to a particular user is placed near the top of the page, the user can find what he/she wants quickly A little information from user may permit narrowing range of choices; example Dell.com

32. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Personalization: The Computer Finder at Dell.com

33. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Examples of personalization Amazon.com presents book suggestions based on past purchases Netscape offers opportunity to choose content and specify appearance; see next two slides Software that “converses” with the user, helping to make choices; see Slides 10-12

34. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall netscape.com without personalization— only top half shown, for legibility

35. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall netscape.com with personalization

36. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Personalization via a conversational interface at Sililoquy.com, 1

37. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Personalization via a conversational interface at Sililoquy.com, 2

38. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Personalization via a conversational interface at Sililoquy.com, 3

39. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14.3 Privacy Concerns “Privacy” is not mentioned in the United States Constitution Supreme Court decisions have established a loose concept of “the right to be left alone” In a practical sense, it’s not al legal issue: if users don’t trust you not to misuse personal information, they won’t do business with you Surveys show that trust in a website is a major factor in users’ choices of where to shop

40. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14.4 Factors Affecting Trust Context: potential for loss Perceived similarity: we tend to trust people we think of as having concerns like ours Standing in the community: a leader got there, most of the time, by doing the right thing Behavior: do words match actions? Certification: example, a doctor has proved competence to his or her peers Referrals: Amazon.com uses reviews written by buyers, as well as by authors and publishers

41. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14.5 Fostering Trust in Websites A security statement lists precautions that a site takes to protect sensitive information Type of encryption Secure server in use A privacy statement lists the types of information gathered and the manner in which it is used Some sites offer the user choices: opt-in vs. opt-out Confirmation of expected delivery date Policy on returns

42. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Secure display of credit card information Enough to be recognizable by the user, but not complete

43. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Giving user a choice: opt-in vs. opt-out

44. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Giving information about expected delivery date fosters trust

45. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall 14.6 New Developments in Controlling Privacy Browser suppliers try, but they do not have a standard privacy policy The World Wide Web Consortium (W3C) has created recommendations for protecting user data from abuse The Platform for Privacy Protection Project (P3P) provides a standard way for websites to communicate their practices for collecting, using, and distributing personal information

46. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Privacy preferences in a P3P-enabled browser

47. Chapter 13: GlobalizationCopyright © 2004 by Prentice Hall Summary In this chapter you learned about: The benefits of personalization A number of ways that a website can be personalized to the preferences of an individual user Privacy concerns and some of the ways of reassuring users of their privacy The factors affecting trust, and some ways to foster trust The W3C P3P initiative