Accessible Localization

Photo by Elizabeth Woolner on Unsplash

Here we are! #GlobalizationMotivation has reached edition 18. Let’s celebrate this milestone by delving into the accessibility of localization as we continue our quest to ensure localization, globalization, and above all collaboration are accessible throughout the globe with oversimplification and evangelization. 

Content may be king in the digital world. However, throughout the localization universe, personalization demand is the true leader of globalization content strategy. Personalization is not exclusive to language availability and simple one-to-one translation of the text. Consider how the product and its content are accessed, manipulated, and digested by the individuals who make up the entirety of the global audience. #L10n unlocks access to the nuances of language to reach the international audience. Inclusion of your audience encompasses the ability of the user to access the content. To understand the full scope of the impact localization has on accessibility, we must look past language in a silo. Brands are placing a high priority on improving the digital experience to reach as large an audience as possible. If localization professionals are to support this mission, we need to ask ourselves: 

• Who are our customers?  The buyer persona is an excellent resource here. 

• How are users accessing the product? What are the accessibility features? 

• What priority has the brand placed on accessibility? Is the brand mission devoted to inclusion?  

• What technology has been implemented to assist users who require special access? 

Inclusive Core Values 

There is a high value placed on inclusion with a particular focus on diversity within the workforce and in their consumer base. Here I would like to reference, “The Big 3” (avoidance of offending, violating requirements, and lawsuits) to further support the business-critical decisions implemented via corporate leadership. These decisions are fundamental to achieving truth in advertising. Although we take these from marketing and advertising, this applies to #Inclusion being a core value. We should also dissect and define what inclusion means to your particular brand to understand where localization is applicable. Inclusivity can include your customer’s identity, nationality, and access to your content. The path your product and messaging take to serve your customer base are not exclusive to words alone. The language itself needs to be inclusive and the content may require complex localization to be accessible to your customers and users with disabilities. 

The Accessible Brand 

In a direct response to the prioritization of inclusion, major brands are creating high-level positions to oversee accessibility. Microsoft chief accessibility officer, Jenny Lay-Flurrie, spoke to her role with the Wall Street Journal. Her responsibilities include various areas of the brand including the product, design, and hiring. With such a large reach throughout various areas of the organization, there are many opportunities for localization partnership.

I consulted an expert on this topic, Alisa Smith, CPACC. She is the Accessibility Evangelist at AudioEye, Inc., a technology solution that helps to identify and resolve issues of accessibility and enhance user experiences, automating digital accessibility for the widest audiences. Alisa states, “Approximately 97% of home pages have detectable accessibility failures. Content creators globally have the ability to include features for those who are disabled without a lot of extra effort. By describing images and adding labels to buttons and form fields, creators open up the experience for those who would otherwise be left out.”

Typography Impact on Localization

Digital content complexity is impacted by the demand for personalization and the focus on customers facing challenges accessing their products. There is a definitive impact on localization. Fundamentally we should first look at the text itself. Look for the alternative text that is provided for all images that contain text or text that is provided to convey the meaning of that image.  In emails, there will be structured text included in the code. The user may also have the ability to adjust the size of the text itself. The loc team and their partners can anticipate these variables. 

Identity of Accessibility 

The main consideration within the language of accessibility is People First Language (PFL) vs. Identify First Language (IFL). There is a debate amongst the disability community on which of these to use. Depending on the inclusive language of a particular brand, it will be important to consider these two differences that apply to the tone. To visualize the difference between these two language tones, think of Identity First Language as speaking as a member of a community. “As someone on the autism spectrum living in France…” There is an enormous power that comes from identity; as it represents a larger group of people. However, the downside is being seen for your disability and not as an individual. This is where People First Language brings personal experience to be seen as a unique person that is a culmination of their communities, abilities, culture, and experiences. 

Accessibility Impact on Localization

The product you currently support has the potential to evolve in complexity. This will most likely be the addition of features for users with disabilities. Here are other areas to consider when prioritizing localization:

Video - Video has proven to be a powerful marketing tool. Video content may require subtitles and dubbing. Additional descriptive audio can be included as well.

Voice Commands - Does your product have the ability to receive commands in various languages and dialects?

Sign Language - There is no one universal sign language. Various versions are recognized internationally. 

Screen Readers - This may be utilized by the visually impaired. 

Photography and Graphic Design - Is your photography inclusive of the diversity of your users? Alternative text or audio to correspond with the image. 

S18n - Semantic HTML - This is the ability of the code to allow for translation. Have we accounted for all language translations included in the accessibility features? 

Color - Do not rely on color alone to convey meaning. Also, are considerations being made for the large colorblind population? 

User-Generated Content - Do the users have the ability to create or contribute content? If so, what technology has been put in place for accessibility?

Findability - The international SEO strategy. Are you findable amongst the various disabled populations? Are there different concerns per market? 

Accountable Accessibility

Accessibility requirements are not limited to a few countries. The United Nations has a mandate and task force in place that is devoted to disability inclusivity. They reference The Web Accessibility Initiative (WAI) as they develop international standards for accessibility and usability. There is a focus on Internationalization. Does your localization strategy account for the P.O.U.R. (Perceivable, Operable, Understandable, and Robust) principles?

Accessible Globalization  

Strategic decisions require qualitative and quantitative data as well as a clear understanding of the product, users, and brand mission. The localization industry serves the individual customers and these customers and users are members of larger communities. Customers and users have a powerful voice via their communities and their identity is to be respected. Accessibility is more than a trend and will continue to have an impact on the experience and messaging. This is what drives the adjustments to the interface that impacts the localization requirements. If your client has goals of inclusion, will that include a focus on user accessibility? In addition to the text that requires translation, what impact will these new features have on the language content? Your localization service provider is a key partner to access the global customer. 

Localization is Accessibility 

Not all consumers access a product the same. Availability of native language allows for international users the ability to understand and use to get the most out of their experience. Our international audiences face many of the same challenges as our domestic users. They deserve all of the same resources and access. This is why we look to the internationalization and the technology designed to assist the users to consider all of the possibilities and use cases for a successful globalization rollout. Localization resources are vital to bringing products and experiences to everyone wherever they live, the native language they use to communicate, and the technology provided to bring the best experience to everyone. Please reach out to your localization professional to partner on accessibility.