International Customer Experiences

TAUS 2016

James DouglasMicrosoft

Global Service ExperiencesPartner Group Manager

Mackenzie NicholsonGoogle

l10n Solutions Program Manager

Katell Jentreau Netflix

Product LocalizationLanguage/Vendor Manager

Adam LiFacebook

Growth Marketing Manager

What is different?

International Reach

Round 1Know your user

Mobile Insights

User Feedback

Search Optimization

Mobile Insights

Compatibility

Performance

Network

Size

QA & Testing

Connection

Device

2G

4G

High-end Smartphones

Feature Phones

Post-Paid

Pre-Paid

Data

User Feedback

Membership & Viewing data

Product user preferences

In-country quals

In-product feedback

Help Center

Social Media

SEO

Local Content

Site Structure

Language Navigation

International search engines

Round 2Voice of the User

Crowdsourcing

Language Automation

Transcreation

Crowdsourcing

Leverage crowdsourcing to get

expert-quality data at scale

Enrich knowledge relevant to

emerging markets

Language Automation

Process• MT and HT converge• Good enough quality• Ability to listen and respond• A/B testing, judgements

Experience• Real-time translation• Real-time interpretation• Intelligent Assistants

Transcreation

“Kendrick or Drake?”Let’s let Google Trends decide this one…

[Trends Graph]

“What’s the traffic to San Francisco?”Congested. Would you like me to navigate?

ACTION

ANSWER

FUN

“Turn on my bedroom lights.”Got it. Your bedroom lights are now on.

“How tall is the Eiffel Tower?”The Eiffel Tower is 984 feet tall.

“Do you fart?”Not recently, if that’s what you’re implying.

OPINION

LEADING QUESTION

META

“Hi”Hello there. How can I help you?

Understand & interpret cultural

sensitivities & nuances

Refine specialist resource profile

& expectations

Support transcreation through

effective tools

Round 3All about the data

A/B Tests

Data Mining

A/B Testing

A/B Testing on global scale

Country & Feature-specific tests

Limitations

Testing vs Creative

Data Mining

Sources• Ratings and reviews• In product feedback/surveys• Customer comments, “likes”• Sentiment analysis

Impact• Anomalies identified• Issues addressed Examples:

• Dates of events in calendars• Discoverability of language settings• Functional issues

APPA

Questions?