SAI Global’s Vestra Cultural Localization Process Thursday, October 22 nd 2009 (9:00-10:00) James (JC) Kinnamon, PhD – SAI Global Robert (Butch) Pfremmer

SAI Global’s Vestra Cultural Localization Process

Thursday, October 22nd 2009 (9:00-10:00)

James (JC) Kinnamon, PhD – SAI GlobalRobert (Butch) Pfremmer – Welocalize

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 KinnamonJC 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 PfremmerButch 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.


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


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


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 Ethics2. Anti-corruption3. Anti-trust/Competition law

Compliance training challenges1. No one wants to take compliance training2. Potentially dire consequences for failing to understand the lessons3. “No employee left behind” – everyone has to be trained


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


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


Research findings

SAI Global Whitepaper: Thalheimer, Will (2009) Using Linguistically, Culturally, and Situationally Appropriate Scenarios to Support Real-World Remembering

“Surprisingly, published research of this kind seems very limited.” –Thalheimer


Research findings

SAI Global Whitepaper: Thalheimer, Will (2009) Using Linguistically, Culturally, and Situationally Appropriate Scenarios to Support Real-World 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


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


“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

North America

China

Latin America

Europe


Regional Views

Different, culturally appropriate treatments for scenarios, imagery and terminology


Regional Views


Start with a visual theme specific to the culture


Regional Views



Multiple languages can be associated with a regional view


Regional Views



Multiple languages can be associated with a regional view

Nice, but it has to go deeper than that…


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.


Vestra™ CoursewareDemo


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.


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.)


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


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


Question and Answers


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.

Alsowww.worklearning.comFor more on Will Thalheimer’s research compilations

Documents

SAI Global’s Vestra Cultural Localization Process Thursday, October 22 nd 2009 (9:00-10:00) James (JC) Kinnamon, PhD – SAI Global Robert (Butch) Pfremmer