Microsoft PM Challenge'19

TEAM 1630

Name Phone Number E-mail ID

Jenil Savla 9167333093 jenil.s20@fms.edu
Tanvi Sharma 9920239311 tanvi.s20@fms.edu
 PROBLEM DEFINITION
Internet Penetration is at its’ peak in the USA at 87.2% and 27% users leverage Bing as their search engine.
With Bing gaining traction, Translate could be leveraged to cater to the needs of the Customer. To further
delve into expanding its’ usability in the USA, we explored two key cohorts:
1. Travelers; 41.8 Mn people made International trips with Europe being 42.3% of places visited
(source: U.S. Commerce Department’s National Travel and Tourism Office 2019)
2. Language Learners: Almost 30% of Americans speak a foreign language (source: Huffpost)
Tapping into these segments will enable Bing to differentiate by providing an enriched customer experience.
TRAVELLERS: To understand the Key needs of Travelers, we have come up with 5 Major Personas basis their
motivation to travel and consumer journey. The segmentation and need gap assessment was done by
analysing Statista Travel & Tourism Study 2019 conducted on 2103 US citizen and 2 in-depth interviews.
Personas of Travelers and Key Needs

Culture Cherisher Luxury Seeker Ultimate Foodie Nature Lover Penny- pinchers
Indulge in culture & Status exhibitor; Experiences places Rejuvenates with Back-packer; Would
art; Seek authenticity Families and young through cuisine; nature; Likes hiking, prefer opting for
and enjoy visits to couples; Prefer Would readily pay a skiing; Admires hostels, public
museums, theatres, premium service e.g. premium for variety nature via boat tours, transport; Would
heritage sites rented cars, guides and quality of food sanctuary visits haggle to get a deal

Key-touchpoints when Translation is a requisite

Authentic conversation experience Safety & Utilities Rental agreements
Signboards Menu/ description boards Basic Conversation
It can be thus noticed that Basic translation and basic conversation is of utmost importance to the TG
given their relatively shorter experience with the language.
LANGUAGE LEARNERS: To understand the Key needs, we have come up with 3 Major Personas basis the
level of proficiency they wish to gain. The segmentation and need gap assessment was done by analysing
Language Learning Motivation in the United States: An Examination of Language Choice and Multilingualism
by Amy S. Thompson and 3 in-depth interviews.

Personas of Language Learners and Key Needs

Purpose-master Inquisitive Learner Occasional Visitor

Determined to master a language for Explorative; Seeks to get acquainted Well-equipped; Seeks translation
their job/ education/ relocation with new languages basis interest guidance when in need

Areas where Translation guidance is required

Pronunciation Memorizer Emphasised enunciation
Enunciation Document Translation Tone advice
It can be thus seen that Pronunciation and Enunciation are of utmost importance to the TG followed by
memorization and document translation.

To further synthesize, when cumulatively evaluating the current needs of the consumer, following is the
priority of the problems to be resolved:
1. Guidance to translate from primary to secondary language
2. Guidance (Basic/Advanced) to speak the secondary language
3. Facilitation for learning the language

GOALS & NON-GOALS

Our strategy is to become the GO-TO Translation Facilitator for our TG with an emphasis on enriching
the guidance provided to the user.

Goals Non-Goals
Leverage and expand existing capability of Personalization of experience basis the type of
Microsoft Translator’s phrasebook to facilitate user (Traveller/Learner/Others)
everyday conversations
Build data repository to enrich results by providing Facilitate memorization of the Language to make
situation (Formal/ Informal) specific translation to the user an expert
enable the user to be adapt with the nitty-gritties
Enhance user-experience by providing Improve the grammatical coherence of the
pronunciation and enunciation cues provided translation
Provision to scan unstructured data like photos
and an option for data uploads to translate
paragraphs/pages/Text on Images
Facilitation of bi-lingual conversation through a
single device for seem-less user experience

FEATURE DESCRIPTION

STAGE 1 STAGE 2 STAGE 3 STAGE 4

• Phrasebook
HHHH • Pronunciation • Image Translation • Conversation
• Enunciation • Document through one device
• Situation-specific Translation • Recommendations
translation

Database Building Leveraging DB via Adv. Technology

Stage 1: Phrasebook
Feature Description & Data source
Extraction: Microsoft Translator has a well-established phrasebook which is available on the Translator
application and can be used only once the user has downloaded the same. Currently the Phrasebook covers
Essentials, Travel and Directions, Lodging, Dining, Time Date Numbers, Technology, Health, Emergency with
further classification.
Enhancement: Bing Search History
Implementation
Phase 1: Integration with Microsoft Translator
API integration with the existing Web Search page can be opted for to extract and display the Phrasebook
from the database.
Phase 2: Refinement through Search History
Weekly refinement by applying algorithms to detect most translated phrases will be devised. Also, an
algorithm to track the usage of displayed Phrasebook. Basis the generated results, Phrasebook would be
periodically refined to display data that is relevant to the user. Sections and sub-sections would be added
by analysing the history. Possible additions could be: Business Phrases, Basic Conversation.
User interaction
STEP 1: Select the from and to Language in the Translation box
STEP 2: Expand the relevant section by clicking on the adjacent down arrow
STEP 3: Click on the down arrow adjacent to the phrase for Translation and Pronunciation Cues
Stage 2: Pronunciation, Enunciation and Tone
Data source
Existing: Microsoft Translator
Expansion: Currently, only audio cues are shared with the user. This feature can be further enhanced by
providing a pace decider. To better the user experience, written cues in the primary language to facilitate
pronunciation can be shared. Also, translation may vary basis the situation and relevance can lead to
customer delight. For these features to be incorporated, database expansion must be looked into. The same
can be done via building the database/ collaborating with third party databases.

Implementation
VOICE CUE PACE: Pace regulation functionality to adjust it to 2 different settings vis-à-vis Normal and Slow.
The same can be achieved by tweaking the algorithm for text-to-speech which is currently employed.
ENUNCIATION CUE: The primary language cues can be directly picked from the database and displayed on
the screen by a basic search query.
TONE ADVISOR: Once the DB has been developed with separate bifurcations for Formal and Informal, the
corresponding translation basis the selected tone will be displayed via a search query.

User interaction
VOICE CUE PACE: User selects the Voice Cue Pace as Normal or Slow by clicking the relevant button
ENUNCIATION CUE: User clicks on the Enunciation button to get cues on phonetics
TONE ADVISOR: User clicks on Options to select Formal/Informal tone depending on the situation

NOTE: Feature Description would be visible once the user hovers the cursor over the functionality’s icon
Stage 3: Document and Image Translation

Implementation
Following would be the stage-wise execution of the Feature:

DATA Is the Data Yes IMPORT TRANSLATE GENERATE

UPLOAD Structured? DATA DATA EXPORT FILE

No CONVERT VIA
OCR

User interaction
STEP 1: Click on the document upload icon
STEP 2: Select the document you wish to translate and upload
STEP 3: Download the translated document

NOTE: If you click on the cross, you go back to start. The generated file stays on the screen till a new upload
is initiated

For Mobile interface, there would be an

additional option to click a picture and
translate the same by directing the user
directly to the Camera application.

This would minimize user effort and

provide results by minimizing the number
of clicks for a user seeking translation on
the go
Stage 4: Authentic Conversation and Recommendation
Implementation
AI-ML would be leveraged to provide recommendations. Basis the stored history across languages,
recommendations can be provided by selecting the Best possible options by designing algorithms to detect
high frequency responses to a question post analysing Microsoft Translator Conversation’s historical data.

User interaction
STEP 1: User clicks on the Conversation button to activate mics on both halves of the Translation Box
STEP 2: User speaks/ types in the Language of their choice to translate the same to corresponding selection
STEP 3: Respondent speaks in the second language to translate it to the primary language to continue the
conversation

NOTE: Recommendations will be generated to facilitate the flow and keep the conversation going with
minimal user effort.

FURTHER ENHANCEMENTS: The User experience can further be improved by generating audio cues in the
User’s voice by leveraging AI to further make the conversation authentic.
SUCCESS METRICS
The success of our solution can be measured by evaluating success of individual features and user experience
on the overall Bing web search page for translation

SUCCESS METRICS FOR FEATURES:

1. Number of clicks – To convey number of clicks per feature and thus understand user’s interest.
Features: Phrasebook, Pronunciation, Enunciation, tone advisor & our recommendations
Measure: Measured via Bing webmaster tools by counting number of unique clicks for each feature
separately.

2. Number of queries per session – To understand relevance of displayed results.

Features: conversation and recommendation
Measure: Number of inputs entered by the user from the start of the session till the end.

3. Number of document and image translated – To understand reliance on translator as the user wants
to translate either something in bulk or an image on immediate basis
Measure: Counter on the number of document downloads and/or translates an image

SUCCESS METRICS FOR OVERALL PRODUCT:

1. Bounce rate – To understand consumer dissonance wrt. web search page since it denotes window
abandonment without any activity. Lower the rate, better the experience.

2. Session duration – To track time spent per user on the page. If the user finds our page helpful and
user friendly, session time will be higher

3. Number of sessions per user – This will keep a count of repeat users on our page and track usage
frequency

4. Number of user actions per session – To understand the overall user experience of all features
combined. To some extent, it will also help us understand the success metric of individual features
as well.

NOTE: Metrics for Overall Product will be assessed pre and post feature implementation using Bing
webmaster tools
WORKFLOW

1. Query Input 2. Classify the data and convert it to readable format 3. Identify keywords
by User for recommendation

Can you give me the

food menu?

4. Input query to Database 5. Display output & 6. Store and analyze data for
recommendation future recommendation
Structured Data
(including unstructured
converted to
structured) + Keywords

UX DESIGN