MULTI-LANGUAGE SUPPORT FOR

REVIEWSTRIP ADVISOR MOBILE APP

Idea and concept by:Sohail Puri

Why should we have multi-language reviews in the TripAdvisor Mobile App?• Here’s what valued Trip Advisor customers are saying:

Some more user feedback..

Users are saying something..

• A total of 97 reviews have been made across all country app stores in the last three months to incorporate support for reviewing reviews in multiple languages

Analyzing the TripAdvisor Mobile AppInternationalization (i18n) & Localization (l10n)•TripAdvisor Mobile App supports internationalization and localization

•TripAdvisor Mobile App is available in multiple language because of i18n and l10n

•Benefits of supporting multiple languages:• Bigger target audience• Convenience to TripAdvisor’s diverse users• Globalized reviews (reviews from locals and foreign tourists)

“Localization” of Reviews: Worth it?• Undoubtedly, there are numerous advantages of globalizing the

TripAdvisor App. However, users have been unable to view reviews in languages other than the default language of the app.

• Problems: • Limited Reviews => Less information for travelers• Inconsistency across TripAdvisor’s products• Cultural Biases – Sometimes, what locals are saying about a

particular business could be different from what a traveler mighthave to say about that business

Competitors Offering• Yelp uses Bing Translator to

provide reviews in multiple languages

• The translator provides an option to convert reviews from a particular language to your app’s default language if reviews are available in different languages

• Zomato maintains consistency across its products

• Zomato mobile app provides reviews as available on their website, that is, in all languages

What’s the solution?FILTER

• Adding a filter to select reviews from different languages, similar to the TripAdvisor website, will solve the problem for all TripAdvisor mobile app users.

Wireframe for proposed solution:

User can filter reviews by different languages

Wireframe for proposed solution:

Reviews in English and Swedish

Technical Implementation• How can TripAdvisor show reviews in multiple languages?

Solution 1: Using a Translator: Google Translator/Bing Translator

Solution 2: Showing multi-language reviews through localization

Technical ImplementationTranslators• Advantages:

• Easy to implement – using translator APIs

• Can be done for more number of languages easily

• Disadvantages:• Translators will lead to literal

translation of the review which isn’t the best representation of a review as the meaning & cultural nuances might get lost

Localization• Advantages:

• Since TripAdvisor mobile app already supports localization and internationalization, the implementation of reviews in multiple languages should be easy

• Reviews will not be translated literally - Localization involves translation plus adapting the target-language content to convey the same meaning and connotation in the target culture

Technical Implementation•Preferred way of implementation: Localization •Underlying tasks for implementation through localization:

• Externalize resources (Reviews)• Design a flexible layout (RTL layouts and text)• Test the app• Deploy (Release)

Roadmap

Product

Design

Engineering

Wireframe feature

Prototypethe feature

Externalize reviews

Get feedback from user testing

Prepare flexible layout for multi-lingual reviews

Test and Deploy for specific users

Apply changes from feedback

Launch on App Store & Google Play

November 7 - 11 November 14- 18 November 21- 23

How can we check if multi-language reviews are working?• This can be done by evaluating the success metrics.

•User Engagement• Has the user filtered reviews by language?• Has the average session time increased per user on reviews page?

•User Retention• How often does the user filter reviews by language?

•User Satisfaction• Is the user satisfied with access to multi-language reviews?

Measuring the Success..•User Engagement and Retention

• Session Durations: Rate of increase of session durations on reviews page

• Mobile App v/s Website: Comparison of rate of session durations in the mobile app v/s rate of session durations on the website

• Number of reviews left in ‘different’ languages•User Satisfaction

• Survey score: % of 10/10 score• Reviews on App Store and Play Store: % of 5/5 ratings

THANK YOU!