For Customer Experience Professionals

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	September 20, 2004 Should You Offer A Spanish-Language Site? by Ron Rogowski with Harley Manning, Michelle Amato

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Executive Summary

The Spanish-speaking population in the United States is large, growing rapidly, and increasingly going online. Yet few companies offer Spanish-language Web sites. Companies targeting Spanish-speaking customers online should follow a three step process: 1) Treat Spanish-language sites as distinct projects that key off of a readiness assessment; 2) incorporate Hispanics into the persona creation process; and 3) focus on supporting end-to-end user scenarios.

TABLE OF CONTENTS

• The US Hispanic Population Presents A Big Opportunity
• User Goals Dictate What Spanish-Language Content To Provide

RECOMMENDATIONS

• Make It Easy For Users To Find Your Spanish Content
• Supplemental Material
• Related Research Documents

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