Working languages:
Norwegian to English
English to Norwegian
German to Norwegian

kewldealbro

Oslo, Norway
Local time: 00:03 CEST (GMT+2)

Native in: Norwegian Native in Norwegian, English Native in English
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Account type Freelance translator and/or interpreter
Data security Created by Evelio Clavel-Rosales This person has a SecurePRO™ card. Because this person is not a ProZ.com Plus subscriber, to view his or her SecurePRO™ card you must be a ProZ.com Business member or Plus subscriber.
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Services Translation, Interpreting, Editing/proofreading, Website localization, Software localization, Voiceover (dubbing), Subtitling, MT post-editing, Transcription, Training, Project management, Sales, Copywriting
Expertise
Specializes in:
Tourism & TravelTransport / Transportation / Shipping
Textiles / Clothing / FashionGeneral / Conversation / Greetings / Letters
Social Science, Sociology, Ethics, etc.Slang
ReligionPsychology
Photography/Imaging (& Graphic Arts)Philosophy
Payment methods accepted Wire transfer
Portfolio Sample translations submitted: 1
English to Norwegian: Adapting to the Mobile Consumer
General field: Tech/Engineering
Detailed field: Marketing / Market Research
Source text - English

Our mobile apps production manager shares how [Company name] refashioned its approach to mobile

The Rise of the Mobile Consumer

It’s 2017 and mobile is mainstream. Last year, 59% of German customers s hopped using their mobile device . The whole consumer experience has changed dramatically over the last decade. Where ten years ago, shoppers researched products online before purchasing in-store, these days consumers prefer a more holistic experience; one where researching, comparing, and buying are not fragmented pieces, but one convenient whole.

When I first started at [Company name] in 2014, our mobile app was mainly an engagement tool where people would browse. Even as recently as three years ago, we didn’t believe people would shop mainly on mobile. Our app played a supporting role with little to no unique mobile content.

Several months later, the number of people shopping by mobile began to increase drastically. A transformation was happening in consumer culture. Devices were growing better and faster, while social media ushered in a new mode of fashion inspiration. Content creators on Facebook, Instagram and YouTube became just as important as fashion magazines. People were plugged into fashion 24/7, and therefore retailers had to be too.

We realised we had to change how we looked at our service. The shift from desktop to mobile was happening much faster than that from offline to online shopping. We had to transform our approach rapidly. ‘Mobile first’ became our objective.

Becoming Mobile First

To embrace the changing culture of the mobile consumer, we revised how we ourselves at [Company name] understood mobile.
We created strategic workstreams with various [Company name] teams, implementing the m-bassador programme where teams sent a ‘mobile ambassador’ to disruption workshops and training sessions. Testing stations were distributed throughout our offices where staffers could interact with devices showcasing new ways to engage and retain mobile customers. In Autumn 2015, we held a # MobileFirst day with speakers from Uber, Facebook, Google, and others. We wanted to create a buzz to inspire and enable staff to go back to their teams and change their daily work, putting mobile first.

Teachings

We learned mobile users mustn’t feel they’re using an adaptation of the desktop screen, but a separate, sophisticated application which caters to their needs and preferences. For example, we built scrollable lookbooks and created videos which are only available on mobile. We did a complete overhaul of the home screen and dramatically changed our PDP.

We rethought the entire mobile customer experience, adapting browse and shop functionalities. Discovery was made possible on mobile where it wasn’t previously a feature.

Companies who are slow to offer their customers the whole journey, from the initial contact to aftercare, are at risk of being left behind. It’s clear we must minimise the reasons why customers go back to desktop shopping. Honing the client journey is an ongoing process: integrating online returns, speeding things up, offering more convenient service, introducing innovative payment functionalities, etc. If shoppers want a comprehensive experience from start to finish, we need to support them.
That mobile sales now outstrip desktop sales in [Company name] speaks to the success of ‘mobile first’ thinking, and just how beneficial it is to work with both tech and commercial teams. Discovering the true mobile experience: flexibility, speed, touch, and play, is challenging but vital if we want to keep up with consumer needs.

Tomorrow’s Mobile

There’s lots to look forward to. Big Data is intriguing. The opportunities it offers retailers are incredible. [Company name]’s aim is to be the number one destination for fashion, and to do this we need to continue to personalise our customer experience. Big Data will allow us to do that. Recommending big labels isn’t rocket science, but understanding customers and offering new brands that are truly related is really special. People get amped up about music or movie reco mmendations, for example. They feel that certain platforms get them. If we can emulate this anticipation and familiarity with fashion, we’re on the right track.

Yes, mobile is a remote device, but it’s bringing us closer to our customers, and that’s where we want to be.
Translation - Norwegian

Vår ‘mobile apps production manager’ forteller hvordan [Company name] omformet sin tilnærming til mobilmarkedet

Fremveksten av mobile kunder

Det er 2017 og mobil er mainstream. I fjor shoppet 59 % av tyske kunder på mobile enheter. Kundeopplevelsen har i det siste tiåret forandret seg dramatisk. For ti år siden brukte kunder nettet til å undersøke og gjøre research på produkter, mens nå foretrekker de en mer helhetlig opplevelse med research, sammenlikning og mulighet til å shoppe i én enkel pakke.

Da jeg først begynte på [Company name] i 2014 var vår mobilapp hovedsakelig et verktøy for å engasjere og noe som folk kunne surfe på. Til og med bare for tre år siden, ante vi ikke at folk kom til å shoppe hovedsakelig på mobil. Appen vår spilte en birolle med nesten ikke noe eget, mobilt innhold.

Flere måneder senere begynte antallet mobile shoppere å øke drastisk. Det skjedde en forandring i forbrukerkulturen. Mobile enheter vokste bedre og raskere, mens sosiale medier viste veien til en ny type moteinspirasjon. Innholdsprodusenter på Facebook, Instagram og YouTube ble like viktige som moteblader. Folk ble plugget inn til mote døgnet rundt, og derfor måtte butikkene også følge etter.
Vi innså at vi måtte forandre hvordan vi så på vår egen service. Skiftet fra desktop til mobil skjedde mye raskere enn skiftet fra offline- til online-shopping. Tilnærmingen måtte forandres hurtig. ‘Mobile first’ ble målet vårt.

Om å bli ‘mobile first’

For å omfavne den endrende mobile kunde-kulturen, reviderte vi hvordan vi på [Company name] forsto det mobile markedet.
Vi laget strategiske arbeidskjeder med ulike team på [Company name] og implementerte programmet m-bassador, der team sendte ‘mobile ambassadører’ til disruption-workshops og treningsprogram. Testestasjoner ble installert rundt på kontorene, hvor ansatte kunne prøve seg frem med mobile enheter, som viste nye måter å engasjere på og hvordan å bevare mobile kunder. Høsten 2015 avholdt vi en #MobileFirst-dag med foredragsholdere fra Uber, Facebook, Google og andre aktører. Vi ville lage buzz som inspirerte og gjorde det mulig for ansatte å gå tilbake til teamene sine og forandre det daglige arbeidet ved å sette mobil først.

Lærdommer

Vi lærte at mobile brukere ikke må få følelsen av at de bruker en tjeneste tilpasset mobil basert på stasjonære enheter, men en separat, sofistikert applikasjon som tjener deres behov og ønsker. For eksempel laget vi sveipe-lookbooks og videoer eksklusivt for mobile enheter. Vi gjorde også en fullstendig overhaling av hjem-skjermen og forandret dramatisk vår ‘product display page’.

Vi reviderte hele den mobile brukeropplevelsen og tilførte nye browse- og shoppe-funksjonaliteter. Å oppdage nye ting ble en mulighet, som ikke tidligere var tilgjengelig i samme grad på mobil.
Selskaper som er langsomme til å tilby kundene sine en fullstendig reise, fra begynnelse til etterpleie, risikerer å bli hengende etter. Det er tydelig at vi må minimere grunnene til å gå tilbake til stasjonær desktop-shopping. Å få tak i kunden er alltid en løpende prosess: å integrere returordre, akselerere prosesser, tilby mer tilgjengelig service, introdusere innovative betalingsmuligheter osv. Hvis forbrukerne vil ha en omfattende opplevelse fra start til slutt, så er det vår oppgave å gi dem det.

At det mobile salget nå overgår desktop-salget på [Company name] sier noe om suksessen av tenkningen bak ‘mobile first’, og hvor gunstig det er å jobbe med både teknologiske og kommersielle team. Å oppdage den sanne mobil-opplevelsen: fleksibilitet, hastighet, berøring og lek er utfordrende, men likevel en vital del av å holde tritt med kundenes behov.

Den mobile morgendagen

Det er mye å se fram til. Big Data fascinerer. Mulighetene det tilbyr butikker er utrolig. [Company name]s mål er å bli nummer en-destinasjonen for mote, og for å komme dit må vi fortsette å personliggjøre vår brukeropplevelse. Big Data tillater oss å gjøre dette.
Å anbefale store merkevarer er ikke veldig komplisert, men å forstå kundene og tilby nye merker som de faktisk vil like er noe veldig spesielt. Måten folk relaterer til anbefalinger av musikk og film er helt særegen. De føler at visse plattformer virkelig forstår dem. Hvis vi kan gjøre det samme for forventingene og kjennskapen til mote, så er vi på rett vei.

Ja, mobilen er på en måte en fjern enhet, men den fører oss nærmere kundene, og det er der vi vil være.

Translation education Bachelor's degree - KHiO, Oslo, Norway
Experience Years of experience: 9. Registered at ProZ.com: Apr 2015.
ProZ.com Certified PRO certificate(s) N/A
Credentials N/A
Memberships N/A
Software Adobe Acrobat, Adobe Illustrator, Adobe Photoshop, AutoCAD, Dreamweaver, Indesign, Microsoft Excel, Microsoft Office Pro, Microsoft Word, Powerpoint
CV/Resume CV available upon request
Bio
I'm a Norwegian freelance writer and visual artist living in Berlin and Oslo. I've worked professionally since 2011 with translations between Norwegian, English and German, chiefly in the fields of fashion, art, e-commerce and brand marketing.
Keywords: fashion, norwegian, german, english, art, e-commerce, marketing, mobile, copywriter, technology, localization, movies, series, film, theatre, dance, stage,


Profile last updated
May 4, 2017