SAI Global’s Vestra Cultural Localization Process
Thursday, October 22nd 2009 (9:00-10:00)
James (JC) Kinnamon, PhD – SAI Global
Robert (Butch) Pfremmer
– Welocalize
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Synopsis
This session will show how SAI Global’s flexible Vestra™ Courseware design
accommodates and engages an international audience for increased learner
efficacy and outcomes. How does this adaptability affect the translation and
localization process? The Vestra framework provides for conditional context and
customized vignettes supporting corporate goals with a consistent message to
all employees, yet allows customized regional content to engage staff and
promote understanding of the individual employee’s role in maintaining corporate
values and standards.
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Presenters
JC Kinnamon
JC Kinnamon has been involved with e-learning product development for over 20 years, 18
of which have been at SAI Global and its predecessor Midi. As vice president of product
development, he currently overseas a staff of 19 professionals in four departments:
instructional design, art, media, and development (programmers). As an industry expert, JC
is a frequent speaker on topics relating to the practical application of instructional design and
learning theory to online training, emphasizing SAI Global's approach to courseware that
employs scenario-based and story-based tutorials using streaming media. JC earned his
Ph.D. from Columbia University in educational psychology. He also holds a B.A. degree in
psychology from Salisbury University, an M.A. in psychology from Teachers College,
Columbia University, and an M.A. in computing in education, also from Columbia .
Butch Pfremmer
Butch Pfremmer has been involved in the internationalization and localization process for 15
years. He was responsible for localization tools at IBM and was chief architect for IBM’s
Translation Workbench prior to joining Welocalize. Currently, Butch works with Welocalize
clients on global e-learning issues and localization of learning technologies. Butch speaks
frequently at industry conferences on global e-learning issues and the localization process.
Butch is pursuing his Ms.EdTech at Bemidji State University and has completed graduate
studies in human computer interface (HCI) at Rensselaer Polytechnic Institute. Butch holds a
BS in computer science and BSBA in accounting from UND.
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
The setting / The context
SAI Global provides organizations around the world with information services
and solutions for managing risk, achieving compliance and driving business
improvement
SAI Global is a major player in the online compliance training industry
Innovator in providing training that is a Rehearsal for the real world.™
Welocalize supports SAI Global by providing translations, localization services,
and authoring of online training courses
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
More on the context: (the how)
Heavy reliance on scenarios…
Scenarios support long-term remembering
Scenarios that require decision making provide memory retrieval practice
Scenarios can enable context-triggered remembering
Scenarios can enable language-triggered remembering
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
The Challenge
Many of SAI Global’s large customers have employee populations around the
world
Such global corporations have to deliver compliance training
Topics include:
1. Following the company’s Code of Ethics
2. Anti-corruption
3. Anti-trust/Competition law
Compliance training challenges
1. No one wants to take compliance training
2. Potentially dire consequences for failing to understand the lessons
3. “No employee left behind” – everyone has to be trained
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Further (typical) Challenges
Example 1: Your ethics training is translated into Chinese, but features American
actors and American imagery
Example 2: The training you’re doing on your new “gifts acceptance” policy uses
alcohol as an example in a culture where alcohol isn’t given as business gifts
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Heavy reliance on scenarios or stories…
Scenarios support long-term remembering
Scenarios that require decision making provide memory retrieval practice
Scenarios can enable context-triggered remembering
Scenarios can enable language-triggered remembering
“The more realistic the cues in the learning, the more likely
they will be in triggering future retrieval.”
– Will Thalheimer PhD
Culturally relevant scenarios can boost learning and performance
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Research findings
SAI Global Whitepaper: Thalheimer, Will (2009) Using Linguistically,
Culturally, and Situationally Appropriate Scenarios to Support RealWorld Remembering
“Surprisingly, published research of this kind seems very limited.”
–Thalheimer
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Research findings
SAI Global Whitepaper: Thalheimer, Will (2009) Using Linguistically,
Culturally, and Situationally Appropriate Scenarios to Support RealWorld Remembering
“Surprisingly, published research of this kind seems very limited.”
–Thalheimer
“A research review on mental health behavior change reported that
‘interventions targeted to a specific cultural group were four times
more effective than interventions provided to groups consisting of
clients from a variety of cultural backgrounds.’”
–Thalheimer
“While translating a learning program to make it more linguistically
appropriate is beneficial, results can probably be further improved by
making it culturally appropriate as well.”
–Thalheimer
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Every story needs a hero
Vestra Courseware
Appropriate cultural content – visuals, audio, scenarios
“Conditional Context”
Built from the ground up on an architecture designed to handle
languages and cultural variations
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
“Conditional Context” via Regional Views
Regional Views - Different, culturally appropriate treatments for imagery,
terminology, and scenario content
• North America, Latin America, Europe and China
SAI Global worked with Welocalize
•
Regional scenarios, actor names and appropriate workplace settings
•
North American Regional View serve as source for translation
Minimal additional cost since each regional view serves as source for target languages in
region
Europe
North America
China
Latin
America
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Regional Views
Different, culturally appropriate
treatments for scenarios, imagery
and terminology
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Regional Views
Different, culturally appropriate
treatments for scenarios, imagery
and terminology
Start with a visual theme specific
to the culture
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Regional Views
Different, culturally appropriate
treatments for scenarios, imagery
and terminology
Start with a visual theme specific
to the culture
Multiple languages can be
associated with a regional view
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Regional Views
Different, culturally appropriate
treatments for scenarios, imagery
and terminology
Start with a visual theme specific
to the culture
Multiple languages can be
associated with a regional view
Nice, but it has to go deeper than
that…
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Example: “Conditional Context”
In the scenario below, intended for Indian audiences (Hindi speakers), a business
gift of a bottle of wine has been replaced with an electronic device.
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Vestra™ Courseware
Demo
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Linguistically, Culturally and Situationally
Appropriate Scenarios
Why use Conditional Context to improve learning
1. The more realistic the cues in the learning, the more likely they will be in
triggering future retrieval
2. Learners remember more of what they’ve learned when the learning context
is similar to the retrieval context than when it is not
3. Learners are more likely to recall information if it is aligned with the language
cues they encounter
4. Behavior-change programs tailored to cultural differences are often more
effective than non-tailored programs.
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Strategies for efficient localization
1.Regional View script is course source for Regional markets
•
•
•
•
developed for each region,
adjusted for appropriate cultural scenarios and dialogue
available in English for regional markets that are not localized
source for translation for languages that are localized in regional
market
2.Time codes for audio dialogue accurately set in audio script - enables
automatic adjustment of audio elements to video and on-screen matched
elements
3.Matchframe indicators contained in audio narration scripts – used in
conjunction with audio Time codes to match narration to on-screen frame
transitions (e.g. list points, pop-up text, bullets, etc.)
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Strategies for efficient Localization
5. Reduce (and eliminate) course construction time for
•
•
•
•
•
Visually customized Themes
Background imagery for geography/cultures
Actors and Settings based on regional views
Scenarios and scripts based on regional views
Client branding, colors, etc.
6. Extended client branding - ability to incorporate client-specific video,
audio and scripts
7. Professional A/V studio production process
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Strategies for efficient Localization
8. Planned minimized localization QA based on
•
•
•
•
•
automated course construction,
course framework for preset localized themes,
Internationalized actors & settings
approved regional views culturally appropriate for each region
automated Time codes and Matchframe course feature
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
Question and Answers
SAI GLOBAL’S VESTRA CULTURAL LOCALIZATION DESIGN & PROCESS
References
http://www.saiglobal.com/compliance/knowledge-center/whitepapers/default.htm
Kinnamon, JC, Cassel, K, Long, M. (2008). The Storytorial: An Instructional
Strategy for E-Learning. An SAI Global White Paper.
Thalheimer, W. (2009). Using Linguistically, Culturally, and Situationally
Appropriate Scenarios to Support Real-World Remembering. An SAI
Global White Paper.
Also
www.worklearning.com
For more on Will Thalheimer’s research compilations