How Riskified Slashed Translation Costs While Scaling to 396 Pages

Introduction to Agile Localization Podcast

Host and Guest Introduction

• The podcast is hosted by Stefan UI, focusing on strategies for fast, scalable, and efficient localization.

• Kim Tran introduces herself as the Director of Digital Experience at Riskified with 15 years of experience in web management and development.

Vendor Selection Criteria

Key Factors in Choosing a TMS

• Pricing is a primary concern; Riskified has a budget they aim to adhere to when selecting a translation management system (TMS).

• Integration capabilities are crucial; the chosen TMS must work seamlessly with their WordPress CMS.

• User interface (UI) should be easy to use, scale, and customize for effective management.

• Reliable customer support is essential for timely assistance during implementation.

Why Crowdin Stood Out

Advantages Over Competitors

• Crowdin was surprisingly affordable compared to other top-tier TMS options that were four or five times more expensive.

• Dedicated support from Crowdin allowed for quick problem-solving through direct communication with their team.

• Integration process was smoother than previous experiences with other platforms, making it less painful for the development team.

Challenges and Solutions During Implementation

Navigating New Integrations

• This was Riskified's first experience integrating a TMS into their platform, leading to initial challenges but manageable solutions through collaboration.

• Positive feedback from customers about Crowdin enhances Kim's role in promoting the service without complaints.

Advice for Vendor Evaluation

Tips for Enterprises

• Conducting a free trial or proof of concept integration is vital to ensure compatibility with existing systems before committing financially.

• Verifying vendor claims is critical; technical issues can hinder project timelines if not addressed early on.

Cross-functional Collaboration at Riskified

Involved Teams in Multilingual Project

• The core project team includes CMS managers, SEO specialists, and web developers under Kim’s department.

• Other teams involved include regional sales, design teams, and marketing operations responsible for email automation via HubSpot.

How to Manage Multilingual Projects Effectively

The Complexity of Multilingual Workflows

• Managing a multilingual project involves coordinating various teams, including external translators, which can be challenging due to differing priorities across departments like tech and marketing.

• A strategic approach is essential; the speaker reflects on their initial strategy and emphasizes the importance of having a detailed checklist for all aspects of the project.

Treating Each Language as a Separate Project

• Each language should be viewed as an independent project with unique requirements and timelines, necessitating tailored management strategies.

• Realistic timelines are crucial; setting firm deadlines helps ensure accountability among team members and stakeholders involved in the translation process.

Handling Internal Reviews and Timelines

• The workflow includes AI translations followed by human reviews before final internal checks, highlighting the need for clear communication about timelines with external vendors.

• If internal resources cannot meet deadlines, projects may go live without final reviews, emphasizing the importance of proactive communication with regional directors for verification.

Gaining Executive Buy-In for Localization Efforts

• Securing executive support is facilitated by demonstrating demand from sales teams who have long requested localized content in specific languages.

• The funding process involves pitching projects in a "Shark Tank" format where cross-departmental leaders evaluate proposals based on potential ROI.

Metrics for Demonstrating Value

• Presenting metrics such as web traffic increases (around 30%) during pitches is vital to showcase expected outcomes from localization efforts.

• Emphasizing that current engagement levels are at zero underscores the potential growth opportunities through effective localization strategies.

Collaboration in Multilingual Projects: Insights and Lessons Learned

Tools and Processes for Team Coordination

• The team utilized various tools to maintain communication, including Slack channels, Google Sheets, and weekly meetings to discuss progress and address issues.

• A dedicated Slack channel was established for general updates, while separate channels were created for each language to facilitate direct communication with sales teams and linguists involved in translations.

Challenges Faced During Translation

• A significant challenge arose when the Japanese team began translating content on the website before selecting a vendor, leading to complications in integrating existing translations into the new system.

• The solution involved migrating content from the CMS to ensure that previously translated pages could be synced effectively with the new translation memory.

Key Collaboration Lessons

• Regular catch-ups with the team were emphasized as crucial for pacing and ensuring everyone is aligned on project goals.

• Providing quarterly updates to sales teams about translation progress helped keep stakeholders informed about results and expectations.

Language-Specific Considerations

• Different languages presented unique challenges; for instance, Japanese required human translation due to inadequacies in AI translation capabilities.

• French translations also needed careful review by knowledgeable individuals to ensure accuracy, highlighting the importance of understanding product nuances.

UX Challenges from Localization Efforts

• German translations often resulted in longer text than English versions, causing design issues on localized websites that required adjustments from developers.

SEO Optimization Hurdles

• Collaborating with an SEO company revealed misunderstandings regarding how their systems interacted with the CMS and Crowdin platform, indicating a need for clearer communication during integration processes.

Multilingual SEO Strategy and Implementation

Challenges in Training and Learning

• The implementation of multilingual SEO requires extensive training and learning, which was unexpected for the team.

• A significant challenge is helping team members understand how to identify SEO content that appears similar to other content, highlighting a steep learning curve.

• While the system isn't complicated, getting everyone accustomed to a new way of working has proven difficult; some adapt quickly while others struggle.

Launching Multilingual Content

• The launch involved a "phase one" where approximately 25 pages were selected to create an initial proper website appearance.

• All languages were launched simultaneously with a global dropdown feature for language selection activated at launch.

• Phase two allows for more customization based on regional teams' input regarding relevant content types for translation.

Progress and Results

• By the end of the year, around 396 pages are expected to go live, indicating strong progress despite other project commitments.

• The Japanese market showed the fastest traction in terms of results from the multilingual site.

Cultural Sensitivity and Human Translation

• Japanese audiences respond well when addressed in their own language, emphasizing cultural sensitivity as crucial for engagement.

• Direct human translation contributed significantly to positive outcomes; effective sales personnel also played a role in reviewing translations.

Stakeholder Reactions and Future Plans

• Stakeholders appreciated the work done by the team, leading to recognition from sales but not necessarily promotions.

• Future plans include integrating AI search features into localized websites and transitioning reports from PDF format to digital HTML for better accessibility.

Integration of AI in Workflows

The Role of AI in Future Strategies

• Many companies are exploring the integration of AI into their workflows for efficiency and effectiveness. The discussion raises questions about future plans for more extensive AI integration and its impact on personalization.

• The speaker acknowledges the complexity of integrating AI, noting that quality proprietary content remains crucial despite advancements in AI technology.

Current State of AI Translation

• While acknowledging improvements in AI translation, the speaker emphasizes that it is not yet reliable enough to be fully autonomous, advocating for a hybrid approach combining human oversight with machine assistance.

• As a publicly traded company, there is a need for careful monitoring of content published online to ensure accuracy and reliability.

Enhancements Through Technology

• The speaker notes that many marketing vendors are also incorporating AI into their workflows, indicating a broader trend towards enhanced tools aimed at improving job performance.

• Emphasizing the importance of having the right technology stack, particularly CMS (Content Management Systems), is critical for executing localization strategies effectively.

Evolving Roles in Digital Marketing

• In light of rapid changes due to global AI and localization trends, digital marketing leaders must remain agile and adaptable while continuously learning about new developments.

• The unpredictability of search engine algorithms necessitates ongoing education and testing to verify strategies amidst claims about SEO's relevance.

Conclusion and Key Takeaways

• Continuous learning and adaptability are essential for success in an evolving digital landscape. Leaders should focus on their business goals while navigating technological changes.

• The session concludes with gratitude expressed towards participants, highlighting the insights shared during this discussion on agile localization practices.