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Global by Design

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Channel Title: Global by Design
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Channel Description: Adventures in web globalization, transcreation, marketing and design

China: 120 million international travelers and just getting started
In 2016, more than 120 million Chinese traveled internationally. which is roughly the entire population of Japan (or Canada, Italy and Australia combined). And only 10% of the country has a passport. Imagine the travel industry when 25% of Chinese residents are traveling abroad. Where will they go? What will they want to see? To … more

When looking at Asia, look beyond China, Japan and South Korea…
Historically, when a Western company planned its Asian expansion strategy, it primarily focused on three markets (or fewer):  China, Japan and South Korea. Today, any company with eyes on Asian expansion should not limit itself to these three markets. There are many opportunities in the emerging ASEAN countries. ASEAN stands for the Association of Southeast … more

KPMG: The best global professional services website of 2017
For the 2017 Web Globalization Report Card, we benchmarked the following professional services websites: Accenture Capgemini Deloitte Ernst & Young KPMG PWC Over the past 18 months, KPMG, Deloitte, and PwC all launched new web designs. In addition, these websites continue to improve in not just creating locally relevant content but promoting this content on the … more

The growing language gap between travel and tourism websites
The travel industry has long been at the forefront of web globalization. Take, with support for 41 languages, or Uber, with support for 36 languages, or KLM, with support for 32 languages. And yet, if you wish to research destinations online, tourism websites are not nearly so globally friendly. While the leading travel websites … more

Nissan: The best global automotive website of 2017
For the 2017 Web Globalization Report Card, we studied the following 14 automotive websites: Audi BMW Chevrolet Ford Honda Hyundai Land Rover Lexus Mercedes Mini Nissan Tesla Toyota Volkswagen Historically, automotive websites have been strong on languages but weak on global consistency and global navigation. And while most automotive websites continue to struggle on these fronts, I … more

Announcing the top 10 global tourism websites
While I’ve closely studied travel websites for many years (such as airlines, hotels, travel agencies) as part of The Web Globalization Report Card, I’ve not spent much time looking closely at destination websites, such as for cities, regions and countries.  That is, until earlier this year. I’m pleased to announce the publication of Destination: Marketing – Global … more

Microsoft: The best global consumer technology website of 2017
For the 2017 Web Globalization Report Card, I benchmarked the following consumer-oriented technology websites: Adobe Apple Canon Dell HP HTC Lenovo LG Microsoft Nikon Panasonic Samsung Sony Toshiba Xiaomi Microsoft and Adobe tied this year for the top spot, with Microsoft winning out based on languages supported. Both companies, along with Nikon, made the top … more

India: Growing like crazy and craving local-language content
Mary Meeker of Kleiner Perkins released her 2017 Internet Trends report today — the mother of all PowerPoint decks. I last commented on the 2014 deck. A few slides jumped out at me this year — as part of her in-depth focus on India — noting that 46% of India’s Internet users primarily consume local-language content. This … more

My conversation with Verbaccino
I want to thank Kathrin Bussmann of Verbaccino for including me on her podcast. You can listen to it here: TWM 059: Why Successful Brands Invest in Web Globalization w/ John Yunker more

Languages are a means to an end, a journey as well as a destination
I recently wrote an op-ed for the Seattle Times about the importance and value of thinking globally. Here’s an excerpt: Consider Starbucks. In 2003, this aspiring global company supported a mere three languages. Today, it supports 25, which may sound like a lot until you compare it to many other global brands. Among the leading … more

IKEA: The best global retail website of 2017
For the 2017 Web Globalization Report Card, I benchmarked the following 9 retail websites: H&M IKEA LUSH McDonald’s MUJI Starbucks UNIQLO Walmart Zara For the purposes of this report, the retail segment includes only those companies that support physical retail locations within the markets they serve. While Amazon is in the early stages of rolling out retail locations, … more

Think Outside the Country
I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy. This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that … more

Intel: The best global enterprise technology website of 2017
For the 2017 Web Globalization Report Card, I benchmarked the following 10 enterprise technology  websites: Autodesk Cisco Systems HP Enterprise Huawei IBM Intel Oracle SAP Texas Instruments Xerox Intel emerged on top for the second year in a row, followed by Cisco Systems and Autodesk. A new entrant this year is HP Enterprise, which ranked relatively … more

Think Outside the Country: Coming April 10th
  I’m pleased to announce the new book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy, due out on April 10th. Think Outside the Country is isn’t strictly about taking a website or mobile app global, though you’ll find plenty of real-world examples about how to do just that. Ultimately, this … more The best global travel website of 2017
For the 2017 Web Globalization Report Card, we studied the following 24 travel websites: Air France Airbnb American Airlines Avis British Airways Delta Emirates Enterprise Expedia Four Seasons Hertz Hilton Hyatt InterContinental Hotels Kayak KLM Marriott Royal Caribbean Sixt TripAdvisor Uber United Airlines This is the third year that we’ve combined web-based travel services … more

Amazon embraces the globe icon as it launches Spanish support for US shoppers
I first noticed this while creating the 2017 Web Globalization Report Card — not on the US website but the German site. But today Amazon rolled out support for Spanish for the US. According to CNET: A spokeswoman for the Seattle-based online retailer told CNET on Thursday that the website has begun adding Spanish. The change … more

The Internet connects devices; Language connects people
There are more than three billion people on the internet today, yet fewer than 25% speak English natively. Roughly a billion of these non-English speakers connect to the Internet via mobile device. Hence this new poster from Byte Level Research. To learn more and order, click here. A copy of this print is bundled in with … more

The top 25 global websites from the 2017 Web Globalization Report Card
I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization. Here are the top-scoring websites from the report: For regular readers of this blog, you’ll notice that Google … more

Websites are dead. Long live websites.
Remember not very long ago when social media experts were preaching the value of a Facebook page over a website? It was not uncommon to be told to dump your website altogether in favor of a Facebook page and Twitter feed. Why bother with HTML when you you could simply hashtag your way to global success? My … more

Conduent and 5 tips for creating a more world-ready website
Xerox recently spun off its services unit into a billion-dollar global company known as Conduent. I took a quick look at the Conduent website to see how world-ready this “global” website had become in its very first iteration. And, spoiler alert, it’s clear that Conduent is only just getting started. Here’s an excerpt of the home page: And a close-up of the … more

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