Case Studies : Think London (China)

Think London (China)

Think London China

Microsite promoting London to Chinese Business – designed for a chinese speaking audience
This case study demonstrates Double Eye’s ability to prepare a localised web presence for companies wishing to communicate with a Chinese speaking audience. It highlights our ability to create microsites, generate content and deliver high quality non-English language solutions.


The Context

Think London is responsible for promoting London business around the globe. Operating primarily from the UK, the organisation is presently focussed on operating with in the emerging Asian markets and has recently opened an office in Beijing.

Our solution was developed to coincide with the opening of the Beijing Office and a supporting 10 day tour of China by the Mayor of London.

The Objectives

To develop a microsite for Think London which communicates key information to Chinese business relating to FDI (Foreign Direct Investment). Objective was to create a localised Chinese website within the corporate ID of Think London but using a combination of both Western and Chinese website styles. The site needed to appeal to, and service, the Chinese audience while positioning Think London as the FDI organisation for London. The site was also to include data capture form which enabled Chinese visitors to register interest and initiate contact.

The Process

We developed initial sitemaps and wireframes to show the scope and structure of the site. English language terms were used for navigation so the approach and content could be approved by Think London Staff.

Design concepts were developed and the final creative design agreed with the key Think London stakeholders. This design was then applied to the wireframe along with appropriate photography and graphical assets.

Content was initially authored in English language format and inserted to the wireframe, again allowing Think London to review and approve all copy prior to the translation process.

Site templates were built in English language format and the site pages were put together excluding the content. After English copy approval, all site content was translated into the selected Chinese language format, including navigational terms, site information and error messages. Simple Chinese was used as per established best practice for this type of website and audience.

Following translation, the site was populated with Chinese content. Prior to release to the client for approval, final testing was conducted by Chinese speaking testers to ensure quality, accuracy and consistency of language.

The Outcome

The microsite was launched in April 2006, and received positive feedback from both Think London staff and potential clients in the Chinese market.

Key Points

  • Use of wireframes to rapidly visualise and test site structure and interaction
  • Design & Implementation of microsites
  • Chinese language services are different from a number of other foreign language localisations we have done in that the language choice and “translation for audience” is more complex.
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