For companies with global websites multinational expert reviews are a useful tool to ensure a consistent brand presence and that local needs are met. As part of World Usability Day 2007 UXalliance partners conducted international expert reviews for the following companies:
• Ikea: A Swedish furniture retailer with 35 sites in Europe, North America, Asia and the Middle East.
• Tourism BC: The tourist authority of the Canadian province of British Columbia, with a range of global websites.
• Major global banking and financial company: With a presence in over 70 countries across Europe, Asia-Pacific, the Americas, the Middle East and Africa.
The reviews, which took place over the course of World Usability Day, were conducted in the following countries: Australia, Brazil, China, France, Germany, Netherlands, Russia, Spain, Sweden, UK and USA.
The findings of the research included the following:
• Inaccurate translations create issues for users, for example text lengths can vary and impact page design.
• Culture can impact the written style of web pages, for example a friendly North American tone may not translate to more formal cultures.
• Images, particularly of people, should be carefully considered and reflect the culture they are targeting.
Read the full article: Conducting Multinational Expert Reviews: A World Usability Day Case Study.pdf
