Globalisation: The Challenges to Usability

Successful globalisation requires tackling a host of both technical and content issues. Back-end systems, translations, cultural modifications, graphics and colours, content and editorial and availability and support.

English is the official language of approximately eight percent of the worlds population - a significant number, but still a small minority. Yet the majority of online content is presented in English. Naturally, many organisations will want to reach as many prospective worldwide clients and suppliers as possible, but the reality is that a user will always prefer an application that suits their own language and cultural environment. Globalisation refers to everything an organisation should do to ensure that its web presence meets the requirements of users in different countries.

Successful globalisation requires tackling a host of both technical and content issues. Back-end systems that interact with your web presence must be reengineered so they can identify and process any language. The web interface and its content must also be translated and culturally modified for a specific language or target environment (a locale). Its a huge topic - here we highlight only some of the key challenges presented to usability by going global.

Navigation

A navigation scheme may not be easily adapted for a new audience - it certainly may involve more than simple translation. For example, provision should be made for the issue of reading order - some languages like Arabic are read right to left instead of left to right, meaning your important interface elements in the top left of the screen are instantly de-emphasised. Translation will often alter the length of words and phrases, causing difficulties with graphical navigation methods and occasionally necessitating complete screen redesign.

Downloads

Video streaming and other technically advanced features may not operate in different parts of the world. A site that wants to attract the widest possible audience must be built on the understanding that global broadband networks are more science fiction than reality - and will be for years to come.

Graphics and Colour

The use of culture-specific icons and images may obscure or confuse the meaning and purpose of certain interface elements. For example, the mailbox icon makes sense to American audiences but may appear more cryptic to others. The manner in which colour is used to represent information impacts greatly on how it will be understood and perceived. Colour instils different attitudes in various regions of the world so care has to be taken - remember at all times that colour associations are cultural phenomena and can vary across the globe.

Translation

Translation can be a minefield for those undertaking globalisation programmes. Good translation begins with generating content that is suitable for the purpose.

Colloquialisms, slang and obscure phrasing should be avoided, as they are often impossible to translate effectively.

Humour may not translate well into different cultures - be careful with its use. As a rule, text that includes many small words - it, he, at, and so on - will be harder to translate, and much more difficult for those reading English as a foreign language.

Other translation considerations include providing built-in flexibility for the representation of different currencies, date formats and units of measurement.

24/7

It goes without saying that in order for a site to be usable, it must be available to its users. Web sites and servers need to be available for the global customer regardless of when it is accessed. Quick response time is imperative, as slow download times will frustrate and deter users.

Most importantly, ensure that any localised site is tested with representatives from the target audience before it is launched. If user testing is overlooked, the results could be catastrophic. And remember, as countries and culture change, so must the localised web presence.