Three International Product Principles for global adoption. from the get-go.

1. Global from the Get Go
product strategy for international roadmap
Talia Baruch
Senior Manager, International Product | LinkedIn

2. The world’s largest professional network
build it before you need it, so it’s there when you do.
238
238M+
212
145
Members Worldwide
Growing at 2+ members/second
90
55
32
2
4
8
2004
2005
2006
17
2007
2008
2009
2010
LinkedIn Members (Millions)
2011
2012
2013

4. We’re currently supporting 20 languages
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013

5. 3 international product principles:
1. Identify.
Local vs global target users.
2. Optimize.
I18n-integrated dev/design.
3. Scale.
Ecosystem infrastructure.

6. 1. Identify target users| Local vs global
•
Who are you optimizing for?
•
Put yourself in the users’ shoes. All users.

7. Who are you optimizing for?
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8. Are you delivering
your local users’ needs & wants?
Is traditional car rental service relevant in China?
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9. Local vs Global consumption
GLOBAL
YES
NO
Localize UI
and UX
performance
Don’t localize
UI. Keep full
UX EN only.
Mixed language UI = bad UX
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10. 2. Optimize | I18n-integrated dev/design
•
I18n support baked upfront in product dev/design phase after EN
prototype iterations and before code complete.
o
o
o
o
o
o
Unicode
Auto-layout
Concatenation (good & bad)
Variables, text extraction from code
XIB (NIB) Interface-build bundles vs code based
Pseudo-localization
•
Simple, intuitive, universal UED.
•
Geo-customized features:
o
o
o
o
o
Independent locale libraries for creative assets, glyphs.
APIs with local networks.
Data standardization.
Relevance algorithm.
International SEO.

11. Simple UI is good for UX,
but it’s even better for international UX!
•
•
•
•
•
•
Text-less images, single word CTA buttons
Iconification: locale independent glyphs vs embedded Sprite images
Auto-layout
Dust templates
DaVinci/Katy
Pseudo-localization product sign off before l10n

12. Native look & feel
Asia
Germany
India
Brazil
Talia Baruch, International Product
give a little bit of delight
Global
(German UI)

13. Native look ‘n feel (India IP)
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14. 3. SCALE | ecosystem infrastructure
•
Build once. Leverage.
•
Horizontal i18n solutions for multilingual sprint launches.
•
Modular, customizable frameworks for reuse leveraging.

15. The power of LinkedIn’s network effects
Member growth and
engagement
Relevant
and valuable
products
and services
Technology
platform
Critical
mass
of data

17. Act global | think local
International High Education
CASE STUDY

18. LinkedIn University Pages: an international story
18

19. Student global penetration
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
China
India
LI students
US
Russia
Brazil
Indonesia
Japan
Total students in-country
Korea (S)
Turkey
Germany
Egypt
UK
Argentina

20. Translatable copy & visual
Alumni
In/out state
tuition
Financial
aid/Grant
scholarship
SAT/ACT
State/City
College

21. Indexing relevant fields of study for International
Homeland
Security
Urban Ministry
Funeral
Embalming
Pastoral
Studies
JROTC (junior
reserve officers
training corps)
Honors
Program
IEP (individual
education plan)
PreEngineering
Space
Orientation
Science
Winery
Horticulture
• In Indonesia?
• In Malaysia?

22. Standardization: titles and schools
Getting all international school names right
and within their relevant hierarchical
campus structure and affiliates is a challenge!
Do these seniority titles mean the
same in Japan vs in the Netherlands?
UCSF
 Mission Bay
campus




Manager
Senior Manager
Director
Chief Executive
 Laurel
Heights
 SF Hospital
Tel Aviv Univ
N/A

23. Adapting filters to showcase relevant schools
based on career outcome

24. Facilitating schools descriptions

26. APPENDIX

27. Key I18n requirements integrated in product
dev/design phase






•
•
•
Unicode for end-to-end coding.
Multilingual fonts support for all character sets in covered browsers.
Text extracted from code and stored in .resource/.properties.
Auto-layout for text expansion/contraction in dialog boxes.
Complete phrase strings for context translation. (joined key values)
Pseudo-localization.
Primal & premium design (eg, “Katified” simplified).
Locale creative libraries = independent reuse for local relevance.
Built-in content-type serving for user language and geo relevance.
10/17/2013
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