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

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

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

Localization World London 2013. Opinions are those of presenter.

In the Office This Morning?

Localization World London 2013. Opinions are those of presenter.

Context 101: Work and Cafés

Localization World London 2013. Opinions are those of presenter.

Room for CReaM?

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.

Localization World London 2013. Opinions are those of presenter.

“Tell Me More About That”

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

Localization World London 2013. Opinions are those of presenter.

Kicking Yourself for Not Knowing Better

Localization World London 2013. Opinions are those of presenter.

Context and Metaphor

Localization World London 2013. Opinions are those of presenter.

Ethnography: Research in WWWild

Localization World London 2013. Opinions are those of presenter.

Contextual of Use Areas

• Stakeholders• Intended user groups• Goals for groups

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Computing or technical environment

• Translations, i18n, L10n Support

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Cultural, Social and Physical Work Environment

Localization World London 2013. Opinions are those of presenter.

Context of Use Areas

• Tasks by environment • Training and documentation

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

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

Localization World London 2013. Opinions are those of presenter.

Enterprise Scale for Context

Localization World London 2013. Opinions are those of presenter.

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

Localization World London 2013. Opinions are those of presenter.

Context Not a T9N Issue Alone

Localization World London 2013. Opinions are those of presenter.

Thinking Outside the Bento Box

Localization World London 2013. Opinions are those of presenter.

References• Out of Office• Context for All• Tell Me More About That. Gathering User Requirements and

Context of Use for Global Enterprise Applications• Cross-Cultural Factors Should be Considered in Enterprise

UX Design• UX Testing and Cultural Preferences • NISTIR 7432 Common Industry Specification for Usability -

Requirement• Multilingual Magazine • L20n.org• What AirBnB Learned from Jiro Dreams of Sushi