What Engineers Prioritize When It Comes to Localization, Featuring Ben Morfoot at GoCardless - a podcast by Presented by Smartling

from 2020-07-03T07:30

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You know what’s important to SaaS companies? Subscriptions. Why? Because it represents recurring revenue, and recurring revenue results in a dependable income stream for businesses. That’s where GoCardless comes in.


GoCardless makes it simple to collect recurring and one-off payments for customers worldwide. Based on a pull payment system, GoCardless has a lower rate of fraudulent transactions and late payments than card-based payment systems. Their software is used by companies like DocuSign, SurveyMonkey and Deloitte. More than $13 billion in transactions are processed every year by 50,000 businesses worldwide.


And since their customers are everywhere (and their customer’s customers are everywhere), GoCardless introduced an agile localization program so payers could interact with their portal in 10 languages.


In this episode, Ben Morfoot, group product manager at GoCardless, talks about how they selected which markets were strategically important, what their criteria were for implementing a translation process and translation management system, and why it’s important to treat every customer like a first-class citizen.


On this episode, you’ll learn:


  • How GoCardless developed its expansion strategy 

  • What GoCardless engineers wanted from their translation vendor

  • The value of translation quality and how it impacts the user experience

  • What the product team thinks about when developing product for international users

  • The seamless process GoCardless set up to easily submit content for translation and deploy it without adding headcount

Topics:

[03:53] About Ben and GoCardless.

[05:51] The types of integration GoCardless utilizes.

[07:02] How the GoCardless platform is used in the market.

[10:03] Who the end user of their platform is.

[11:28] How the end user experiences the platform and what features are available.

[13:55] Reaching the tipping point for implementing localization.

[15:55] Using data sets to understand which markets and languages to target for translation.

[20:40] The average amount of words translated in the merchant experience.

[22:21] How the translation process is managed as a centralized system.

[24:14] Payer content vs. Customer content: What differs and how is it optimized?

[26:28] How translation quality impacts the end user experience.

[27:54] Understanding and implementing a quality TMS.

[29:35] How insights into the process impacted the engineering team.

[33:02] Creating the vision and criteria for the localization process.

[35:52] Who is creating the content?

[37:45] The scale of collaboration between content creators and translators.

[38:48] Evaluating the efficacy of the system and the quality of translations.

[42:03] How COVID-19 had impacted GoCardless processes.

Resources and links:

Further episodes of The Loc Show

Further podcasts by Presented by Smartling

Website of Presented by Smartling