1. Closing the gap between a product organization and the content team
Questions from Anca:
ü How do you gather user feedback?
ü Are the content specialists in-house resources? Do you have content specialists for each language you localize and how do they collaborate with the localization vendors?
ü Do you work with multilingual or single language vendors and why this approach?
ü Content QA – do you always manage to test the content before going live? Did you have situations when you were forced to publish the content before managing to test it?
ü You recommend the use of variables. On our side, we try to avoid them, given the issues with Romance languages, for example. How does this work for you?
ü Do you have KPIs defined? How do you measure the quality of your localized content?
Patricia Gómez Jurado
eDreams Odigeo
16th June 2017

2. patriciagomez Head of Content, eDreams Odigeo
Catalonia Chapter Manager, Women In Localization
Localization Manager, Google
Project Manager, SDL
Master in Internet Business, ISDI
Scrum Master training
@Patrispat
patriciagomez
Closing the gap between Product and Content

3. Content and Product Organization Content team mission and vision
Agenda
Content and Product Organization
Content team mission and vision
Content team structure
Product Methodology and Content
A Content Strategy approach: Substance, Structure, Workflow and Governance
Closing the gap between Product and Content

4. Content and Product Organization
Copywriters
Content Specialists
Product Areas
Product Directors
POs UX
UX designers
Researchers
Why it is important that the Content team belongs to the Product organization and it is at the same level in the reporting line as other product functions.
Closing the gap between Product and Content

5. Product Organization - PODs
Product Owner
Developers
UXer
QA, Analyst, etc
Closing the gap between Product and Content

6. Content Team Mission
“We create, manage and optimise high-quality content that speaks the
user's language and gives them a smooth and consistent experience with all eDreams ODIGEO websites and apps. We also provide guidelines, strategy and support for all content creators in the company.”
Closing the gap between Product and Content

7. Localization provider
Content Team Areas
Content Creation
English Copywriters
Define Information architecture and content format
Provide English copy
Validate content best practices are followed
Iterate based on user feedback
Content Localization
Localization PM
Localization provider
Content Specialists
Deliver translations into 19 languages
Content QA
Content Optimization
Iterate based on user feedback
Closing the gap between Product and Content

8. Content team and PODs POD 2 POD 4 POD 5 POD 1 POD 3 CONTENT CREATION
English Copywriter
English Copywriter
English Copywriter
English Copywriter
CONTENT LOCALIZATION PM
Loc Vendor
Content Specialists
Closing the gap between Product and Content

9. Content and UX Closing the gap between Product and Content
Design for Internationalization
Closing the gap between Product and Content

10. Content and development
Use parameters or variables
Create localizable strings
Limit styling values
Use pluralised values
Don't duplicate strings
Do not reuse strings in different contexts and products
Do not concatenate strings
Design for Internationalization
We need to implement a way in OneFront to display keys/strings depending on the value of a numeric variable. Examples:
Depending on the number of passengers/travellers/bags, the text-string following the number/variable needs to adapt. In English, there are only two cases (one plural form):
1 passenger
2 passengers
x passengers
However, there are languages likes Russian, Croatian, Hebrew, Arabic and others which have more than one plural form and rules for how ranges (such as 1-2, etc.) are being formed/expressed. If you take a look at the Unicode rules for Language Plurals, you'll being to understand the complexity of this problem.
We already have a ticket for this in terms of content and translations of strings:
What we need from you:
Is it possible in OneFront to call upon a certain key/string depending on the value of a variable? How can this be implemented? The number of different cases would probably be 4.
Here is one example of an approach on how to solve the issue, using Russian as an example:
the-other-languages/18267
For the "difficult" languages, we would have to create new keys according to the different plural forms. Can you propose a model for these keys, how they should be named and formatted to work with an implementation in OneFront?
This is an exhaustive overview of the plural forms for nearly all languages:
This was an example of how to (mathematically and technically) solve the problem with Russian as an example:
technical approaches
There are several existing options to tackle this problem from a technical point of view. On the js world:
In the java side:
Interesting reading/reference:
Internationalization Kit
Closing the gap between Product and Content

11. Product Methodology
Closing the gap between Product and Content

12. Product Methodology
Closing the gap between Product and Content

13. Product Methodology Ideas Development Go Live DEVELOPMENT
Ideation, Iteration & Design UX
Content Localization, QA and upload to CMS
Content Creation
CONTENT
Closing the gap between Product and Content

14. Content Strategy
Matt Loney, Product development ikigai (articulating the value of content strategy)
Closing the gap between Product and Content

15. Content Strategy Approach
Closing the gap between Product and Content

16. Content Repository Style Guide Glossary Content Best practices
Substance
Style Guide
Glossary
Content Best practices
Benchmarks
Internationalization Kit
Content Inventory and Governance Matrix
Closing the gap between Product and Content

17. User Feedback and Content
Substance
Validate content and copy for new product features
Content as part of the UX feedback
Insights on copy and terminology that inform Content decisions
Closing the gap between Product and Content

18. Multiplatform content
Substance
Mobile first approach
Reusing content across platforms
Closing the gap between Product and Content

19. Content ABs
Substance
Closing the gap between Product and Content

20. Content ABs
Substance
Closing the gap between Product and Content

21. Content ABs
Substance
Closing the gap between Product and Content

22. Content ABs
Substance
Closing the gap between Product and Content

23. Content ABs
Substance
Closing the gap between Product and Content

24. Content Personalization
Substance
Closing the gap between Product and Content

25. Content Personalization
Substance
Closing the gap between Product and Content

26. Content Personalization
Substance
Closing the gap between Product and Content

27. CMS and Content Roadmap definition Permissions and users management
Structure
Roadmap definition
Permissions and users management
Features definition and request
Integration with localization tools
Closing the gap between Product and Content

28. Requests Workflow Content Requests Bug/CMS change Content Optimization
Requestors
Content Creation
Content Localization
PODs
Content Requests
Bug/CMS change
Content Optimization
Closing the gap between Product and Content

29. Yes, we Kanban! Content Kanban Board Workflow
Closing the gap between Product and Content

30. Content Inventory and Governance Matrix
THE RACI MODEL
Responsible - Who should edit the content?
Approver - Who is accountable (the owner)?
Consulted - Who should be consulted before a decision can be made or an activity can start?
Informed - Who should be informed after the decision or activity?
Closing the gap between Product and Content

31. Be Agile, my friend Daily stand up meetings Kanban Board
Retrospective meetings
Documentation
Learnings
DO: Content at the same level as product functions
DO: Establish relationships with all pod members
DO: UX and Content, a love story
DO: Substance, Structure, Workflow and Governance approach
Closing the gap between Product and Content

32. THANK YOU! Closing the gap between Product and Content Learnings
DO: Content at the same level as product functions
DO: Establish relationships with all pod members
DO: UX and Content, a love story
DO: Substance, Structure, Workflow and Governance approach
Closing the gap between Product and Content