https://www.dillonweeks.com/projects daily 1.0 2024-11-04 https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1548875590537-KSPQYE8HD515F5HWQ556/MC.gif Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1730085510087-CNQQFSMX33JK1K4C9OT5/SYM-logo-640.png Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1730085874908-TV879IFCUY1VN2ATVGNI/AdobeStock_904373827.jpeg Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1730756031541-SLYQOK5GOJGD24RJ67FI/Group+2.png Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1730756071126-OUV2695IL8TFAIOD7ZXR/Group.png Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1730756346770-WFIA7ETAWX5U5FY0DYE4/AdobeStock_859769827.jpeg Experience https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/9edced1e-466b-4ef3-839d-fbc0c1350bef/13104.jpg Experience - "I see no point in spending that money...and not get any deliverability.” Studying paid user churn In this mixed-method exploration of churn drivers for paid Mailchimp users, we learned that users weren’t leaving Mailchimp to find new and shiny advanced features, but because we couldn’t deliver tablestake features. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/f0c92c93-58fc-4f97-86f0-b644c230ac73/Group.png Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/454ac512-5ee8-4c9a-b735-98ab50b99ee8/Group+7.png Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/08850074-dede-405b-8ac0-6effa6747bea/methods.png Experience - Make it stand out The chosen methods allowed us to tell a more holistic story that is better able to triangulate the core problem we are aiming to define. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/38583b77-ab1c-492c-81d0-8e19a6e91226/AdobeStock_812198011.jpeg Experience - Think of the brakes on your car. Without brakes, your car isn’t worth driving. It doesn’t matter who you are, why you drive, how often you drive, or whether you have passengers with you. Everyone needs functional brakes https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/0b8689b7-285f-4927-9739-7c74e680c580/image-asset.png Experience - Make it stand out It doesn’t matter who you are, why you drive, how often you drive, or whether you have passengers with you. Everyone needs functional brakes https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/b5374eb6-9606-4a7d-8952-96d2efcc092a/lejrcbf.png Experience - Make it stand out People can only appreciate innovation once basic needs are met. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/cf84ec0d-3513-43ce-9457-1cbbf2189f5d/AdobeStock_922408655.jpeg Experience - “I can’t…exclude companies that don't translate accurately 100%...I need to pick objectively what is best.” In this remote, unmoderated testing of a Mailchimp competitor in various languages and dialects, we learned that localizing an entire product to a specific dialect is less important than functionality, and localizing support resources to a native language should be a top priority when translating + localizing a product. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/14db9a9c-dbc3-4eb6-a4c4-98d75bb71368/kewjbw.png Experience - Make it stand out We are aiming to discover the qualities that a speaker of a particular language is and isn’t ambivalent towards regarding a solution’s language and/or dialect, style/design, brand, country of origin, price, quality, function, and integrations in order to prioritize localization efforts. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/75445b78-8234-41a0-822d-92037a8975d9/lejvb.png Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/193c85a4-8abc-4e9a-b34b-79332c448946/usertesting-logo-B7E00528C4-seeklogo.com.png Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/ca2054eb-78ed-4500-a3b1-09ace8edc1d3/Bitmap.png Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/1c7e5732-be6f-4362-b51f-78265c49aecc/ekrnc+3woljcfo.png Experience - Key Insight #1: Business needs > Dialect or Accurate Translation Accurate currency is more important than dialect. Localized phone number and support are more important than dialect. Date Formatting is more important than dialect. RECOMMENDATION: Prioritize localization to account for currency, support resources, and dates when localizing the Mailchimp experience since dialect is not a conversion lever. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/ae254571-8011-4775-8bb4-b3939a2c9e5c/dec+welcje.png Experience - Key Insight #2: Dialect is preferred for ease of understanding but isn’t a limitation nor necessarily an expectation Users don’t perceive seeing a different dialect as an “error.” All language groups can discern dialect differences and are comfortable translating dialects on-the-fly. RECOMMENDATION: There is little need to completely localize to specific dialects, thus localization teams should focus on translating the app within a single language. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/2474c242-ea4b-48be-8f46-56d14f2ddc1b/wece3c.png Experience - Key Insight #3: All language groups used similar criteria to evaluate if a solution is “made for them” but couldn’t identify major differences between sites in different dialects People honed in on 1. Language 2. Currency 3. Support phone number 4. Imagery Generally, users usually could not point out major differences between the two sites outside of 1) Slight differences in grammar and 2) Images with no site appealing significantly more to one’s culture than the other. RECOMMENDATION: Prioritize localization to account relevant imagery because, again, users don’t need or expect their exact dialect within a solution made outside of their country. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/6aaa0835-3a46-42bb-9251-3a3622962b22/ejv+nekjvc.png Experience - Key Insight #4: Mixing languages within a solution comes off as incomplete or an error Users described dissatisfaction with a subbed support video, despite the rest of the site being in Spanish. RECOMMENDATION: Ensure entire app is translated into single language before release to ensure professional branding that isn’t prone to error. https://www.dillonweeks.com/aboutme daily 0.75 2024-10-28 https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/b47d30d9-692a-4dbf-9e54-29c1d05724eb/PXL_20230928_204322891.PORTRAIT.jpg About Me - Oh hey there! I’m Dillon (they/them) and I am a naturally curious human and geek out on psychology, communication styles, music, horror movies, and as of recently languages (I’m learning Spanish and Japanese). I'm an empathetic Gemini & INFP who loves art, fashion, coffee, and trying new foods. https://images.squarespace-cdn.com/content/v1/5a1dee0c6957daf4c4f9c9eb/8de5960d-c6f8-465f-89c5-064b751661f9/AdobeStock_948189800.jpg About Me - Make it stand out Whatever it is, the way you tell your story online can make all the difference.