Successful Locali(z)(s)ation - Droidcon Berlin 2016

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Successful Locali(z)(s)ation Droidcon Berlin 2016 Kentaro Takiguchi @rejasupotaro

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Introduction Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion

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About our service Cookpad is the largest recipe sharing service in Japan. From 2014, Cookpad has started expanding the service globally.

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This is the ﬁrst step of our The previous logo looks “loud” in foreign countries

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We have branch ofﬁces around the world and collaborate with local members

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We support English, Español, ภาษาไทย, Bahasa Indonesia, Tiếng Việt, … Each locale has different lifestyle and different recipes.

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Why Go Global Should we really do it?

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http://www.kpcb.com/internet-trends

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http://www.internetworldstats.com/stats7.htm

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Can you ﬁnd Japan?

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That’s it.

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Global Project - Domestic Project = Localization The only different between global project and domestic project is localization

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GLOBALIZATION = INTERNATIONALIZATION = LOCALIZATION = TRANSLATION = CALTURALIZATION ??? What’s the difference between these terms?

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Internationalization • The process of designing a service so that it can potentially be adapted to various languages and region without engineering changes. a.k.a. i18n

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Localization • The process of adapting internationalized service for a speciﬁc language or region by adding locale speciﬁc components or text. a.k.a. l10n

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Extract string resources →Internationalization i18n and l10n are can’t be separated. Add local language resources →Localization

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In my understanding. Globalization Internationalization Localization Translation Industry Legal Religion Culture

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Real World Localization Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion

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Have you ever played this game?

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In the latest title, they completely support Arabic and added an Arabic playable character named Rashid

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Users growth in Arabic is 6,592.5%. It increases interest as a new market.

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Far Cry 4 is an open world ﬁrst person shooter video game developed by Ubisoft

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Localized version was released 2 months later What’s the difference between the original version and the localized version? " Released on November 2014 # Released on January 2015

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Violence and Obscene They have different standard " Released on November 2014 # Released on January 2015

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A word “Drug” can’t be used in Japan. They changed the expression like “This is something makes you feel better”.

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Each country has different rules https://support.google.com/googleplay/answer/6209544?hl=en Content Rating in Google Play • North & South America • Europe & Middle East • Germany • Australia (Games only) • Brazil • South Korea • Other countries

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These movie posters are for the same movie. The poster designed in Japan has much more information. A closed-room mystery made by Quentin Trantino Who will be able to survive? 8 rufﬁans, all of them are liar This movie should be an Academy Award winning

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Asian people put information into small space

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It encourage consumer purchasing sentiment for people living in there

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International availability of McDonald’s products I don’t know how much German people love % Pasta # Red beans paste & McBeer

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The preference depends on what they have had before now

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McDonald’s in india has numerous vegetarian options

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Pay attention what people feel

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Opportunities and Challenges • Language • Religion • History • Industry • Legal issues • Climate • Infrastructure • … Big opportunities and big challenges

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Localization in Development Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion

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Localize your app • LTR, RTL • Locale • Format • Performance • APK size • Traﬃc • … Only in the ﬁeld of Android development, there are many things to consider • Writing system • Character • Encoding • Font • Text size • Grammer • Text length

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There are various writing systems in the world we are living

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We don’t need to worry about characters if we use the same encoding, right? Unicode 9.0 128,172 characters

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Unicode and Characters https://medium.com/behancetech/localization-gotchas-for-asian-languages-cjk-e52a57c0fde1

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They would uninstall your app # This app doesn’t seem to support Japanese Uninstall Custom font The same unicode value

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Font The text is rendered perfectly! How about in other languages?

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Text Size These font and the text size are the same between screenshots

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Text Size According to my colleague, using the same text size doesn’t work in Arabic 27sp 25sp 21sp 19sp 17sp 15sp 13sp 11sp 26sp 24sp 20sp 18sp 16sp 14sp 12sp 10sp

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Text Size The difference is small but it helps Arabic users a lot Default (ar) +1 sp (ar)

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• Alphabets: • Syllabaries: • Logographies: 3 kind of types of writing systems

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Logographies Logographies can contain a lot of meaning in just one character

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How to say “Butterﬂy” Writing systems affect text length # ௏ % Farfalla ' Mariposa ( Papillon & SCHMETTERLING!!!

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I make sure to check all layouts in German when I launch my app in Germany

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Word Order: SVO SVO: 488 languages " I eat bread = [Subject] [Verb] [Object]

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Word Order: SOV SOV: 565 languages # I bread eat = [Subject] [Object] [Verb]

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Word Order: VSO VSO: 95 languages ) Eat I bread = [Verb] [Subject] [Object]

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Word Order • " = [Subject] [Verb] [Object] • # = [Subject] [Object] [Verb] • ) = [Verb] [Subject] [Object] What’s the impact of this difference?

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Quantity: Ingredient Name? Which order does it look natural?

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Left-To-Right and Right-To-Left Some languages start from the right and continue to the left

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Depending on the text direction, we also need to ﬂip views and some icons Flipped

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https://developer.android.com/about/versions/android-4.2.html#RTL

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How to support RTL The cost of supporting RTL was not so high than I expected • layout_marginLeft => layout_marginStart • layout_marginRight => layout_marginEnd • layout_alignParentLeft => layout_alignParentStart • layout_alignParentRight => layout_alignParentEnd • …

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Some components need to be ﬂipped by hand FloatingActionButton ViewPager

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Put your app on a diet It affects the number of daily downloads. We should avoid adding locale speciﬁc resources as much as possible.

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No content

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Sometimes we need to add locale speciﬁc images like this Flipped

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Locale • A set of parameters that deﬁnes a user language and country. • It is used to identify user’s environment. Identifying the user environment is important to provide optimized content. Locale.getDefault()

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en-US Language codes are deﬁned in ISO 639. Country codes are deﬁned in ISO 3166. ISO 639 ISO 3166 = new Locale(“en”, “US”);

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Language != Country Spanish is spoken widely. We have 4 translations only for Spanish. en-US American English en-GB British English es-ES Spanish Spanish es-419 Latin American Spanish pt-PT Portuguese in Portugal pt-BR Portuguese in Brazil zh-CN Simpliﬁed Chinese zh-TW Traditional Chinese

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The order and the format are totally changed Formatter.format(new Date()); // => # 2016/06/09 ޕޙ11:50 Formatter.format(new Date()); // => " 6/9/16 11:50 PM Formatter.format(new Date()); // => + 09/06/16 11:50 PM

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Format We should use formatters. Don’t write it by hand, it couldn’t make sense in some counties. US English French German Spanish Italian Japanese Time hh:mm:ss am/pm (12- hour clock) hh:mm:ss (24-hour clock) hh:mm:ss (24-hour clock) hh:mm:ss (24-hour clock) hh:mm:ss (24-hour clock) hh:mm:ss (24-hour clock) Decimal Separator period (.) comma (,) comma (,) comma (,) comma (,) period (.) Thousand Separator comma (,) space ( ) space ( ) or period (.) space ( ) space ( ) or period (.) comma (,) Number Example 12,345.67 12 345,67 12 345,67 or 12.345,67 12 345,67 12 345,67 or 12.345,67 12,345.67 Currency $12,345.67 12 345,67¢ 12 345,67¢ 12 345,67¢ ¢12.345,67 ¥12,345 Ordinal 1st 2nd 3rd … 1er 2e 3e … or 1re 2e 3e … … 1o 2o 3o … or 1a 2a 3a … 1o 2o 3o … or 1a 2a 3a … 1ͭ 2ͭ 3ͭ …

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Japanese is multibyte string. US has multiple timezone. # are good at multibyte string " are good at time difference

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Performance Performance turning is a part of localization.

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The crowds in rush hours in Tokyo is crazy.

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Japanese ticket gates have high throughput and high availability for that

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Building something without considering the environment makes your product useless

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No content

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https://speakerdeck.com/rejasupotaro/improving-ux-through-performance

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Facebook is developing a lite version of Facebook app

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Trafﬁc Don’t miss your opportunity.

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People gather and cook for Christmas party Christmas

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Muslims abstain from all food and drink during the daylight hours Ramadan ?

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Actually, trafﬁc is increased doubled, tripled, … Why?

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“Fasting” doesn’t mean they don’t have anything for a month. It is only in daylight hours. They cook and enjoy dinner after sunset.

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Trafﬁc from Arabic starts increasing 2 weeks before unlike Indonesia. Why? Arabic Indonesian

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Our app has been featured on Google Play

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Alarm apps get become popular during Ramadan. Why?

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Prepare for Ramadan We can prepare in advance if we know their lifestyle

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Translation Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion

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name + “ added ” + number + “ person to his list” How many problems can you ﬁnd?

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How many problems can you ﬁnd? MARY + “ added ” + 7 + “ person to his list” Should be “her” Plurals Number could be changed Female / Male Don’t concatenate string

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Plurals Forms Use Android internationalization framework text_string English Polish 0 Apples Jablek 1 Apple Jablko 2..4 Apples Jablka 5..21 Apples Jablek 22..24 Apples Jablka 25..34 Apples Jablek

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Choose “appropriate words” I know, but what is “appropriate word”?

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http://imgur.com/gallery/Kk3JI

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“Appropriate word” is changed by context Move to my library —— Oregon State —— Continue shopping OR = Oregon State, right…

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The difference is obvious if you know the context

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“Premium” could be offended “Premium” sounds like “Evil” in some countries

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“Premium Service” • Cookpad Premium • Cookpad Prime • Cookpad Elite • Cookpad Deluxe • Cookpad Extra • Cookpad Select • Cookpad First Class • … “Premium” could give negative impression. But in Spanish, it’s a familiar word.

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How to make it “appropriate”? Good workﬂow makes good translation

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What do translators feel when they receive this phrase? %1$d replied to your photo of %2$d.

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We are using placeholders to make phrases readable {sender_name} replied to your photo of {recipe_title}.

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https://github.com/square/phrase - Phrase is an Android string resource templating library Phrase.from(context, R.string.reply_to_photo_comment) .put(“sender_name”, user.getName()) .put(“message_count”, messages.size()) .format();

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Leave a comment when adding a new phrase {sender_name} replied to your photo of {recipe_title}.

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It makes translation easier This message is displayed when a user receive a reply

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Otherwise, Latin American people may think “Spanish is available but Latin American recipes are not available”. es-ES es-419

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Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion Understanding users

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Preferences vary with each individual “All German people drink beer everyday?”

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“What is national character!?” “What is localization!?” “How to develop global services!?” I’m getting confused

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“We never know what users want until we release the service”

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We are repeating a cycle of Build - Measure - Learn to understand users Build - Measure - Learn

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https://speakerdeck.com/rejasupotaro/collecting-logs-from-mobile-apps

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Uniﬁed logging layer for mobile apps Puree guarantees that logs are sent correctly even if the device is not connected • Buffering • Filtering • Batching • Retrying • Pluggable

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Conclusion Introduction > Real World Localizlation > Localization in Development > Translation > Understanding users > Conclusion

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Requirement level Requirement level is not the same between services Quality Cost Requirement level (depends on service)

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Localization is fun! I leaned a lot while locazing my app. Learning culture is fun!

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Thank you! • Kentaro Takiguchi • GitHub: rejasupotaro • Twitter: @rejasupotaro Feel free to contact me