Consumer Products

There are several important aspects that must be considered in translating consumer products, including thorough knowledge of the product, developing specific terminology for each language based on local usage of the product, and re-creating marketing collaterals to captivate the intended audience. These three key tasks must be adhered to for each type of product marketed by our clients.

Client - Washington Mutual (JP Morgan Chase) offers consumer and commercial banking services through about 2,200 bank branches in the West, New York, Connecticut, and major US metropolitan areas.

Challenge

To produce multilingual ATM prompts in Spanish, Russian, and Chinese ready for voice adaptation for use by their visually impaired customers.

Solution

Although the style of the English language prompts was friendly, casual, and informal, the version produced in Spanish, Russian, and Chinese was recreated to a more formal version to make it more welcoming by the multilingual users. The technology used to produce the natural-language ATM consumer interface in multiple languages is the same that is behind the English screens and commands. Through WAV files or a text-to-speech conversion engine, WaMu’s ATM machines are now able to deliver the Spanish, Russian or Chinese text that can be seen onscreen and will not only help customers that prefer to use those languages for their financial transactions, but will also increase transaction security with the ability to hear the prompts over earphones that users will be able to plug into the jack.