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 will let the US’ more than 40 million native Spanish speakers and over 10 million bilingual Spanish speakers toggle between English and Spanish on the site. The US is now the second-largest Spanish-speaking country in the world, after Mexico.

And you can navigate this language via the new globe icon:

Here’s a close-up of what you see when clicking on the globe icon:

I’ve long argued (going back to 2004) that the globe icon is best icon for global gateways — even if those gateways are language-only gateways. I’m happy to see Amazon embracing this icon and I’ve noted in the Report Card a number of other companies that now use this icon. More companies are sure to follow — I say this because I’ve spoken to several over the past two months that are headed in this direction.

Ultimately this is good news for web users as they will have another standardized icon to rely upon as they travel the world wide web.

PS: And, yes, Amazon supporting Spanish for the US market is big news as well. I’ll have more to say about this in the weeks ahead…

Learn more about the best global gateways in the latest Report Card.

 

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 global gateway, such as it is:

Here’s a close-up of a Twitter excerpt on the home page:

What about mobile? Here’s the home page on a smartphone:

And the mobile menu:

Where’s the global gateway menu you might ask?

So I thought I’d put together a few tips that would be useful to Conduent — and any other company that is on the verge of expanding its website globally.

5 tips for creating a more world-ready website:

  1. Keep it lightweight. Already, Conduent is loaded with videos and large photographs that add significant “weight” in kilobytes to the web page. When thinking globally, companies need to think about slower mobile networks around the world and make sure that weight limits are in place to allow the website to display and respond quickly on these networks.
  2. Don’t just respond to mobile devices, respond to mobile customers. It’s nice that the mobile website does not default to animation (like the desktop site) but all we’re seeing now is a scaled-down version of the desktop website. Ideally, the mobile site supports mobile-specific usage scenarios, which isn’t yet evident here. I don’t see the global gateway on the mobile site — a rookie mistake, but one that really does punish mobile users who want to navigate to local content (when that content is available).
  3. Get your global gateway right the first time. In Conduent’s case, that means losing the American flag. I realize the circled flag is inspired by Apple, but Apple is on the wrong side of history on this one I’m afraid. Instead, Conduent should develop a text-only global gateway menu, which will scale more readily.
  4. Bake social into the design. Conduent does a nice job of highlighting its Twitter feed on its home page. Going forward, it’s important that Conduent support local-language Twitter (and other social) feeds that can be excerpted on the home page. By doing so, website visitors are more likely to discover the localized feeds and are more likely to engage with you.
  5. Think local by design content. Social content in the local language is a great beginning. But what about local language blogs and other content? Conduent does support a number of English-language blogs. It will be nice to see these blogs replicated in other markets, managed by local content creators.

For more insights into website globalization, check out the Web Globalization Report Card.

Lululemon: Global shipping is step one

lululemon

Lululemon provides an interesting case study of a US-based retailer taking its first steps towards going global.

And, like all first steps, this one is rather awkward.

To be clear, Lululemon is only focused on shipping globally, which is a nice feature for English-speaking customers around the world. But I wish the website made this explicitly clear, so that web users who don’t speak English don’t waste their time with the tool highlighted below.

What I’m going to show here isn’t a conventional global gateway because Lululemon supports only an English-language website. But I would suspect that a fair number of international web users may think it will take them to a localized website. The flag, I think, is part of the problem. A user could see the flag and think that this is a global gateway he or she must navigate.

But it’s not an easy gateway to navigate — it’s frustratingly open ended. The gateway link is located well down the home page — not quite in the footer but close:

lululemon_gateway

Clicking on the country name brings up the “Type Your Country” input box.

Here’s where things get interesting.

If I enter “China” I find that my country is supported. This is a fine if I’m an English speaker in China.

lululemon_gateway2

But what if I enter Chinese text? This is what I see:

lululemon_gateway4

Now one could argue that by only supporting Latin text input you’re doing a better job of managing language expectations because there is no translation of text available. Nevertheless, a basic text menu of supported countries would be a better solution than this open-ended input form — and certainly a less resource-intensive approach.

This gateway reminds me of the Seinfeld episode in which Kramer plays the Moviefone guy:

On a very positive note, the website uses geolocation to guest the user’s preferred target country. Shown here is the message that a user in Germany sees:

lululemon_geo

It’s in English, naturally, so I’m not sure all users will find this approach user friendly.

But, like I said, this is a first step toward going global.

For more on taking your website global, check out Geolocation for Global Success.

 

Boeing and the trouble with flags in global gateways

Examine the Boeing global gateway below and see if you can see a problem:

boeing_flags

I did not realize the Middle East had an official flag but, according to this gateway, it does.

And herein lies a major problem with using flags — they’re not well suited to regional websites.

Apple has a similar problem as illustrated by its Latin American flags:

apple_flags_16

So what’s the solution?

Stop using flags for global navigation.

It’s quite simple actually.

And, yes, I do believe that Apple will drop flags from its website. Eventually.

For more on this, check out The Art of the Global Gateway.

Nike improves its global gateway

Nike made an important improvement to its global gateway over the past year that I want to draw your attention to.

First, let’s take a look at the home page, circa 2015:

nike_com_2015

If you look closely at the bottom of the web page, to the left, you’ll see the American flag — the link to the global gateway menu.

Clearly, this is not the most visible location for a global gateway. Footers are for legalese and other garbage — not for your most important global navigation interface.

Fortunately, Nike has since promoted the gateway link to the header, as shown here today:

nike_2016

As the flag itself, I recommend using a globe icon instead, alongside the locale name.

But progress is progress and the promotion of the global gateway into the header is one reason why Nike made it into the top 25 best global websites.

For more information, check out the 2016 Web Globalization Report Card.