This episode of the UX Pathways podcast features John Yunker, co-founder of Byte Level Research, a specialized consultancy focused on website globalization. John discusses his role, background, and insights into the niche field of global user experience (UX), highlighting the complexity and ongoing learning involved in creating effective localized and globalized digital experiences.

Key Insights

• John Yunker’s Role:
  • Co-founder of Byte Level Research (established 2000), specializing in website globalization, which has expanded to mobile and app globalization.
  • Author of the annual Web Globalization Report Card, benchmarking global websites.
  • Consultant for diverse projects ranging from small to large companies.
  • Writer of multiple books on globalization and localization best practices.
• Career Path:
  • Originally a journalist and marketing copywriter, John transitioned from web design to development.
  • Gained expertise through managing web localization projects at a translation company.
  • Developed a passion for the intersection of culture, language, technology, and usability.
  • Identifies as a user advocate on global and local scales, focusing on internationalization, localization, and personalization.
• The Nature of Global UX:
  • A never-ending journey due to the vast diversity of languages and cultures.
  • Requires ongoing learning and adaptation.
  • Involves evangelizing the importance of globalization and usability within large organizations.
• Advice for Newcomers:
  • Entry points often include web developers with multilingual skills or language service professionals with technical knowledge.
  • Positions typically exist within the marketing division, often as a team focused on globalization strategy and localization.
  • Strong cross-functional communication is essential, coordinating with marketing, development, and other departments.
  • Being multilingual or a language generalist is a significant advantage but not mandatory; understanding how languages work is critical.
  • Balance knowledge in marketing, usability, and technology to succeed in this niche.
• Common Misconceptions:
  • Localization is much more complex than simply using tools like Google Translate.
  • Machine translation is a disruptive technology but not a standalone solution for web globalization.
  • Improper use of machine translation can cause issues, such as misunderstanding customer communication in foreign languages.
  • Web globalization requires strategic planning, measurable goals, and a comprehensive approach beyond mere translation.
• Best Practices for Implementation:
  • Start localization efforts slowly and strategically, often beginning with Spanish for the U.S. market due to its large speaker base and internal resources.
  • Testing localized sites internally helps identify issues early.
  • Treat localized websites as independent entities, not copies of the English site.
  • Include all aspects of the user experience, such as sales support, chat, and logistics, to ensure a fully localized experience.

John Yunker offers a compelling perspective on the complexity and multidisciplinary nature of web globalization and localization, emphasizing the importance of cultural understanding, strategic planning, and continuous learning. His advice to newcomers highlights the need for diverse skills and cross-departmental collaboration, while cautioning against oversimplified solutions like relying solely on machine translation. The goal is to create truly localized experiences that deliver positive, end-to-end usability for global audiences