The brief

We were tasked with producing a website entirely in Chinese to provide information on Scotland to Chinese people aged between 18-35 to encourage them to come to study, work and do business In Scotland. The challenge was to represent Scotland to a Chinese audience and encourage them to take the first step towards moving to Scotland.

The approach

We carried out extensive user testing which included wireframed prototypes of the site with groups of Chinese students. We tested the information architecture and navigation, ensuring it would sit comfortably with Chinese conventions. From there alternative design approaches were created with direction taken from the users to inform design decisions.

The content was researched and drafted by CIVIC in English in association with the Scottish Government. It was then translated into Chinese using simplified Chinese characters online.

CIVIC then trained staff in Beijing to edit their site in our own bespoke content management system.

The results

The final site is a content-rich Chinese-language site showcasing Scotland. It is packed with features and interviews with Chinese people already in Scotland and includes essential facts, figures and practical advice about making the move to Scotland with a downloadable media pack for the press.

The website shows a modern Scotland, helping to position Scotland as a contemporary, dynamic country with a strong economy.

URL

www.scotland.cn