PM School Challenge

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Google Translate

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PM School Challenge | Google Translate |

Challenge:

Google Translate app for Android and iOS is popular among tourists and travellers who use it to translate text and communicate in native languages while visiting foreign locations. To better serve this user group, you plan to launch three new features that complement your existing translation capabilities and further assist travellers in overcoming language barriers.

You have to come up with a detailed plan covering: -

  • Product features/Improved features to be rolled out in the current app

  • Prioritisation of the features suggested

  • Market sizing/business opportunity/Monetization strategy, if any.

  • What are the success metrics?

Improving Google Translate for Tourists

Overview

Google Translator is a multilingual machine translation service launched by Google in 2006 to break language barriers worldwide and enable efficient communication. It uses advanced neural machine translation technology to provide fast and accurate translation

Key Offerings

  • It enables users to translate text from one language to another instantly. Simply input the text, select the target language, and receive an accurate translation in real-time.

  • It provides real-time translation of spoken language. Users can speak into their device, and the spoken words are translated into the selected language, facilitating smooth verbal communication.

  • It supports interactive, bilingual conversations by translating spoken dialogue between two languages. Users can switch between languages effortlessly, enhancing conversation experience.

  • It allows users to translate text captured from images. By using their device’s camera, users can photograph text from signs or documents, and the app translates the text into the chosen language.

1 Billion Installs

100 Billion Words Translated Daily 

243 Languages Supported 

500 Million Users

  • It enables users to translate entire documents from one language to another. Users can upload files, such as PDFs, and receive a complete translation of the document into the desired language.

  • It offers translation services without requiring an internet connection. Users can download language packs in advance, allowing them to access translation features while offline.

  • It provides the ability to translate handwritten text. Users can draw or write directly on their device’s screen, and the app translates the handwritten input into the target language.

Competitors

While Google Translate remains the leader in the translation market with its comprehensive language support and robust offerings, there is a continuous need to evolve and enhance the user experience. Introducing innovative features can further elevate its effectiveness, address emerging user needs, and help maintain its position as the market leader.

Let’s dive into Travelers Customer Segment

Overview:

Travelers often encounter language barriers that can disrupt their experience, especially in regions with multiple languages or where their native language isn't widely spoken. These barriers can affect various aspects of travel, from navigating unfamiliar environments to engaging in conversations and understanding local cultural nuances.

Key Challenges:

  • Difficulty in having smooth conversations across multiple languages.

  • Misinterpretation of idioms and culturally specific phrases.

  • Navigating and understanding handwritten or poorly formatted signs and notes.

  • Difficulty with image-to-text translations that are often inaccurate or poorly translated.

  • Need for quick access to useful phrases for everyday situations and emergencies.

User Personas

Name: Laura Schmidt

Age:36

Occupation: Business Consultant

Name: David Liu

Age:29

Occupation: Travel Blogger

Name: Alex Johnson

Age:22

Occupation: Student

Behavior:

  • Frequently travels to countries where multiple languages are spoken, such as Switzerland.

  • Regularly engages in conversations with locals in different languages during personally and professionally.

Pain Points:

  • Finds it challenging to manage conversations in multiple languages, often leading to frequent language switching and potential confusion.

  • Experiences interruptions in communication flow due to the need to manually change languages in the app.

Behavior:

  • Travels frequently to various countries and writes about local cultures and experiences.

  • Encounters many idioms and culturally specific phrases while conversing with locals

Pain Points:

  • Often finds that idiomatic expressions and cultural nuances are mistranslated by standard apps.

  • Needs to correct translations by self research to ensure accurate representation in his blog.

Behavior:

  • Enjoys solo travel and often visits off-the-beaten-path destinations.

  • Prefers to travel with minimal planning and relies on mobile tools for assistance.

  • Needs quick access to essential phrases for various situations.

Pain Points:

  • Struggles to quickly find and use relevant phrases in emergencies or while navigating unfamiliar places.

  • Often needs access to translation tools offline when internet connectivity is limited.

Proposed Features

Allows users to activate up to three languages simultaneously for seamless conversation. The input language remains constant, while the output language changes with a tap-and-switch function.

Multi-Language Mode

Users can edit and save   translations of idioms or culturally specific phrases that Google Translate may misinterpret based on their real world experience into a local dictionary ensuring accurate future translations.

Edit and Save-Dictionary

A dynamic section with essential frequently used list of phrases for various travel situations, available offline and tailored to the user's location and languages.

On-the-Go Guide

RICE Prioritization

GTM Strategy

Market Research: Conduct extensive user research to understand pain points and competitor analysis to refine features.

Targeted Campaigns: Focus on travelers through digital ads, social media, and partnerships with travel apps to maximize reach.

Influencer Partnerships: Collaborate with  popular travel bloggers and influencers from the travel industry promote the new features.

Beta Sign-Ups: Invite users for exclusive early access to gather feedback.

Pre-Launch

Beta Launch: Start with a targeted beta release to selected users, focusing on regions with high tourist activity. Gather feedback to identify and address any issues before the full release.

Full Release: Expand globally with a focus on stability and continuous improvement.

Launch

Feedback and Improvement: Actively collect user feedback through in-app surveys, reviews, and community forums.

Ongoing Updates: Regularly update the app based on user insights to enhance the overall experience.

Metrics: Define and monitor Key Performance Indicators to gain data driven insights.

Post-Launch

Success Metrics

Multi-Language Mode

  • Measure the percentage of users who enable Multi-Language Mode compared to the total number of active users. This metric shows how well the feature is being embraced.

  • Measures the number of times users switch between languages within a single conversation or interaction. This metric helps assess how frequently users need to change languages, providing insights into the effectiveness and usability of the Multi-Language Mode.

Edit and Save - Dictionary

  • Measure the percentage of users who uses this feature compared to the total number of active users. This metric shows how well the feature is being embraced.

  • Measure how often users utilize their custom dictionary entries during translations.

  • Tracks how often users update or correct translations using the this feature. Frequent corrections might highlight areas for further improvement or refinement of the feature.

On-the-Go Guide

  • Measure the percentage of users who uses this feature compared to the total number of active users. This metric shows how well the feature is being embraced.

  • Tracks how often user access the On-the-Go Guide within the app. Measures the number of times the guide is opened or interacted with over a specific period.

  • Tracks how often users update or correct translations using the this feature. Frequent corrections might highlight areas for further improvement or refinement of the feature.