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The Guide to Translation and Localization: Process is Key to Success
[ Table of Contents ] Chapter 4: Process is Key to Success What constitutes a successful localization project? For the client, it probably means receiving high quality deliverables, on time and on budget (or, even better, early and under budget!). For the localization provider, it should mean producing profitable, high quality deliverables on time, every time. The similarity of goals for both the client and the vendor is clear and this overlapping definition of success has created a central truth in localization: process is the key to success. To remain competitive in the global marketplace (or perhaps more appropriately, the online marketplace) companies are localizing more products and materials than ever. To effectively manage and ensure consistent, high-quality results, your localization vendor needs well-defined processes and workflows. Translations used to be simple: the client wrote a technical publication, sent it out to a localization vendor, and received the target language version(s) some weeks later. Today, companies of all sizes realize that they can grow, increase revenue, and maximize the return on their localization investment by communicating with their customers in their native language in as many different ways as possible, including:
Delivering all of these components as part of a simultaneous, world-wide rollout is a very complex undertaking. Fortunately, if you select the right vendor, they will simplify your localization project for you because they will follow a proven, effective, and efficient process that yields consistent, high quality deliverables.
Not all processes are created equal. For example, vendors can vary the number of linguistic steps they perform when translating your materials. Some employ a single step, others two, and the best, three. Vendors also have a choice when selecting the linguists who will perform the translations. Some try to save costs by hiring college students or other non-professionals who happen to speak the language and want to earn a few extra bucks working part-time in the evening. Others employ on-site linguists or form long-term relationships with in-country language professionals who work full time at their chosen profession. Finally the quality assurance reviews performed by localization providers may be non-existent, minimal, or thorough, with the best ones utilizing regression checks and other statistical procedures. At Lingo Systems, a typical documentation project will include 20+ process steps and even simple projects have at least 14 separate steps. Because no two projects are the same, there is no one standard workflow that can be applied. Instead, we customize the actual number and type of steps during the planning phase to ensure that clients receive the best solution based on their requirements and budget. The steps we perform fall within one of the following eight disciplines. Each is a unique specialization that is ideally performed by skilled professionals who are specifically trained in that area.
The need to effectively coordinate and execute these tasks is why process is the key to success. A good vendor will have well documented and proven processes for all types of projects and files: documentation, software, help, animated movies with voice-overs, etc. Such processes promote cost effectiveness, consistency, quality, and flexibility. Costs are controlled because each member of the team is clear on the tasks they need to complete and the timeframe allotted to do so. Consistency is achieved because assigned tasks are executed according to the required standards the same way each time. And perhaps most importantly, by having a documented plan, there is a reliable starting point for problem-solving and adapting to a variety of project requirements. Technology requirements play an increasingly important role in localization workflows. Whether your company is in the Fortune 500 or a grass-roots startup, choose a localization vendor that uses advanced localization technology to help you cut costs, improve consistency and quality, and increase long-term value by properly maintaining your translation assets. Automated workflows, CMS integration and customization, and single-point, web-enabled access, can decrease the chance for miscommunication. Additionally, these systems can drastically reduce time-frames for file transfers between parties across time-zones. As more content is translated, translation memories and terminology management become larger and more complex and form critical components in the process. Multilingual terminology files and glossaries are the foundation of translation memories. Together, these components are the centerpiece of a company's localized, intellectual property. Ensure that your vendor has the knowledge and expertise to properly maintain and protect these valuable assets. Plan ahead and verify that the vendor you choose has the resources to meet your future needs and the expertise to use the latest technology and specialized tools to make your localization projects a success. Communication Good communication is critical to successful project management in any field, and it is at the core of a good localization process as well. The project manager (PM) must effectively communicate your needs to the localization team working on your project and similarly communicate issues they identify back to you and your colleagues. Typically, employees from both the client and the localization provider work together throughout the project, with the PM serving as the main communication conduit. Most often, the client side has a key contact person that functions as an in-country reviewer who resides in the target country and can offer advice on terminology, style and technical issues. On the localization provider side, the PM coordinates directly with all project resources, including software engineers, desktop publishers, quality assurance specialists, and linguists. Any issues raised by a member of the localization team are funneled back to the client by the PM for resolution. Clearly communicate your expected delivery dates, delivery format, and media at the beginning of the project. Similarly, your localization team should confirm their understanding of your requirements to ensure that everyone is on the same page. On many projects, the localization provider determines the timeline at the project start based upon your specifications and the availability of linguistic and technical resources. In this situation, the PM should also confirm the delivery date with you so that your expectations are met. Remember: You know your product better than anyone, so communicate as much information as possible to your localization vendor before your project starts. This includes anything that may be helpful for translators to better understand your product, such as existing glossaries, terminology lists, or product descriptions. Beyond the effective transfer of information between you and your project manager, clearly defined status reports and/or reporting analytics should be given to you by your localization provider. Status reports can be as informal as an email, or as formal as a posted report via a user interface on a website. Request summary reports that meet your specific needs.
During the Project The PM assigned by your localization vendor coordinates all resources, monitors progress, troubleshoots issues, and provides necessary information for all resources to successfully complete the project on time. In addition, the PM informs you of the status of your project based on your requested method and frequency. Aside from these status reports, you may not hear a lot from your localization provider. Do not be alarmed! Rest assured that the localization team is hard at work completing your project. In Lingo Systems' view, a high quality translation process should involve three distinct linguistic steps: translation, copyediting, and proofreading. Depending on your word count, this could be as short as a couple of days or as long as several months. Note that some providers may try to combine the translation and copyediting phases into a single step. This can reduce costs and shorten timelines but it risks lowering quality and consistency. Be sure you know how many steps your provider will perform and be certain to document it in your contract or work order. After translation, your localization team sends your files through desktop publishing, engineering, and quality assurance stages. The number of people involved and the type of work done to your files is predicated on the type of materials being localized. A small marketing flyer translated into a single language would likely require a six-person team: three linguists, one each for translation, copyediting, and proofreading, a desktop publisher, a quality assurance specialist, and the PM. Alternatively, a large operator's manual translated into multiple languages will require a much larger and complex team. Depending on the word count, timeline, and number of languages, your localization vendor may assemble multiple translators and editors to process the word count more quickly while still using a single proofreader, who acts as a gatekeeper for consistency and quality. In addition to the linguists, there may be several teams of desktop publishers laying out the pages of the manual; two, three, four, or more QA reviewers who will inspect the work as it is done; and there will be multiple localization engineers processing and preparing all the files for each step. All of this activity will be coordinated by a key, central figure: the PM. As you can see, depending on the type of project, there may only be a handful of people who touch your project, or a whole armada! At Lingo Systems, we have the expertise to simultaneously roll out translations in 50 or more languages requiring teams of more than 100 professionals! Regardless of the type of project or the size of the team, it is important to select a vendor with an established, effective, formalized process that is always followed to ensure good communication, quality, and consistency. A good process can also mitigate disruption if you need to change or modify the source document after a project has already started. However, there are several important issues to keep in mind. Frequent changes during the course of a project can be expensive and can severely impact the original timeline. In the event that changes are required mid-project, clearly communicate the details of these changes so that your PM can quickly incorporate them into the final product. Changes to the original project scope may cause an increase in localization costs and/or a delay in delivery. Have your localization provider submit an estimate for each new change, subject to your approval. This estimate should address both additional costs and any delivery date adjustments that may be necessary prior to incorporating the changes. Completing the Project For many projects, an in-country review (ICR) step is performed before the final files are delivered. This is an opportunity for one of your colleagues or business partners in the target market to review the localized files and provide expert feedback to your vendor. An ICR accomplishes several things: prior to release, it puts the files in front of an expert with first-hand knowledge of the material; it creates an opportunity to gain buy-in from your international partners; and it can increase your confidence in the quality of your vendor's work. Read more about these in-country reviews in Chapter 5. Feedback to the localization vendor is an important closing step to every project. By communicating to your provider the positive (and negative) events you experienced throughout the life of the project, process improvements can be made that will help improve the quality of future deliverables. Offer a candid critique of areas where your vendor failed to meet your expectations and praise for tasks well done. Process is clearly important. A lot of time, money, and resources go into a localization project, so the more you leverage the resources of a qualified vendor with an established process, the more likely you'll be satisfied with the outcome. By using a well-documented and proven process your localization provider will have the framework and controls in place to ensure a positive experience for you. Process really is the key to making sure you receive the highest quality localization service.
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