The Role of Localization in User Experience (UX) Design

When localizing software and products for a new market, there’s more to consider than standard translation. Every element needs to be carefully tailored to ensure that the end result feels native and intuitive for a new audience. Cultural specifics, imagery, reading direction, and more all need to be taken into account to deliver a product that resonates with users in different locales. This process is known as UX localization. Below, we’ll take a closer look at localization in UX design and why it should be taken seriously. 

Key Aspects of UX Localization

UX localization is an extensive process that adapts the user experience of a product to meet the specific needs and preferences of a new target market. Depending on the location, changes can be significant. UX localization typically involves making adjustments to content, refining user interfaces, rethinking visual design, and much more.

The more you invest in UX localization, the more likely it is that your product will resonate with new audiences and be successful. As well as boosting sales and conversions, UX localization engages users and builds trust with native audiences. Perfect if you’re eyeing up international expansion or are finally ready to globalize your brand. 

Looking to refine user experience for global audiences? Below are some of the most important aspects to consider when undertaking a UX localization project. 

Language Adaptation

Translation is at the heart of any UX localization project. However, there’s more to it than simply lifting content from one language and translating it into another one. Instead of a word-for-word approach to translation, it’s best to think of things in terms of language adaptation. 

Some words won’t have a logical equivalence in your target language, calling for the insights of native speakers to find a suitable substitute. In other cases, tone of voice may need to be reconsidered as you retool content. 

Cultural Relevance 

Adapting content for a new culture is no small undertaking. Many different elements fall under the banner of cultural adaptation, including text and visual assets. It’s important to select the possible alternatives to ensure a final product seems as though it’s been created exclusively with a target audience in mind. 

Layouts may need to be rearranged to accommodate new languages and reading directions, while currencies, numbering conventions, and date formats may need to be adjusted. 

Colors can carry wildly different connotations between cultures, as can icons and everyday imagery. To avoid misunderstandings and causing offense, sensitivity needs to be applied when choosing visuals for a new market. 

Local Usability Standards

User interaction is another thing that can vary considerably between cultures. Take input fields and forms as an example. In some cultures, it’s the standard to split given and surnames. In other cultures, the two are combined. Make sure you’re providing the right option for each culture. 

Navigation is another aspect that may need altering as you prepare products for new markets. Broad page structures might be the preference in one culture, but others may have an appetite for deeper ones. To accommodate these preferences and improve usability, you may need to give navigation a radical rethink.

Strategies for Effective UX Localization

If you want to create a truly native product, you need to be thinking about the role of localization in UX design. In our Localization Leaders interview with Stefania Russo, Glovo’s Head of UX Content, Stefania shared how important it is to advocate for the international user experience and consider localization from the start.

“[M]y team has positioned ourselves as the guardians of international users, because as you can imagine, everyone always thinks of English and English users interacting with English content. We have always tried to shift that focus…Whenever there is an important feature being developed, we are involved in design reviews during the ideation session.”

– Stefania Russo, Glovo’s Head of UX Content

Below are a few effective UX localization strategies you should be putting into practice. 

Research Your Target Markets 

The research phase is arguably the most important aspect of UX localization. First, you’ll need to define who your target audience actually is and where they’re based. This will give you a clear idea of demographics and user preferences. Next, you’ll need to carry out cultural analysis. This is an involved process that delves deep into the cultural norms, values, and customs of a local audience. 

Language analysis comes next. Again, this is an extensive process, calling for you to pinpoint local dialects, idioms, colloquialisms, and more. Because of the specific nature of language analysis, you’ll need to bring in native speakers. 

You’ll then need to undertake competitor analysis. In doing so, you’ll identify your key competitors and get an idea of how well they’ve performed. You’ll also pinpoint weaknesses in their efforts, with all insights helping shape your own localization strategy. 

Iterative Design Processes

It’s a good idea to adopt an iterative process when approaching UX design. Unlike the Waterfall model, which takes a more sequential approach, the iterative model lets you make additions and revisions as you go along. It can be applied even if you haven’t locked down key software features and functionality, meaning you don’t have to revise an entire plan every time you make a change. 

Every iteration brings new improvements to your product, while continuous testing means you’ll always have a clear snapshot of the health of your project. With an iterative design process, you can identify and clear urgent project tasks quickly, while a cycle of continual improvement means you can deliver the best product possible. As well as being efficient, an interactive process is also more cost-effective than traditional approaches, such as the Waterfall method.

Collaboration with Local Experts 

Language skills alone aren’t enough to excel at localization. For best results, you’ll need to bring in local experts and localization specialists. Native speakers are an essential addition to your team. Your translation team should all boast native fluency, while cultural consultants will provide you with the insights needed to fully research and understand the language and culture of your target audience. 

Testing and Feedback 

When it comes to localization, user feedback is a crucial part of UX design. Your focus should be on gathering insights from users from your target market. You can use surveys, focus groups, and interviews to gather feedback during the research stage and development cycles. During development itself, usability testing sessions can also prove useful. 

Tools for UX Localization

If you’re committed to improving UX with localization, you’ll need to have the right tools in your arsenal. Below, we’ll take a look at some of the most popular tools used for UX localization. 

Translation Management Systems

A translation management system (TMS) is a critical element for any localization project. A TMS is essentially a platform that makes managing the translation process simple. It can be used to organize content, manage assignments, and track the progress of your project. What’s more, translation memory helps make the translation process more efficient. 

Content Management Systems

A content management system (CMS) is a staple of many projects, allowing you to manage assets like website content, imagery, and blog posts. Choose a CMS with localization capabilities if you want to easily manage and translate these digital assets and digital media. 

CAT Tools 

Computer-assisted translation (CAT) tools can dramatically speed up the translation process. Key tools include translation memory and terminology management, which can help automate translation tasks. Glossaries are another staple that provide translators with much-needed guidance, while QA functionality ensures consistently high standards. 

Testing Tools 

Localization testing tools are a must if you want to identify and resolve critical issues across the platforms you’re using. These tools hone in on things like layout issues and linguistic errors, ensuring mistakes are flagged before reaching the end user. 

Design Software

Design software helps you manage the visual elements of your localization project. The best software allows for collaboration, with version control features making it easy to localize assets like UI elements and imagery. 

Case Studies: UX Localization in Practice

You only need to look to the e-commerce sector to find many good examples of UX localization in action. Take online fashion retailer ASOS as one such example. This platform accepts more than a dozen different currencies, as well as multiple payment methods. What’s more, users are able to tailor their experience by selecting their preferred region and language. Once these options are selected, payment options are changed, while different product offers are displayed. 

Boost User Experience with BLEND

Successful UX localization is a tall order. Covering everything from language adaptation to local usability standards, this involved process calls for extensive target market research and the insights of native experts. Once you’ve completed the research phase of your project, adopting an interactive design model is a good idea. This flexible approach to product development and testing allows you to continuously test and refine your products as you go. 

You can also make the process run far more smoothly by utilizing the right tools. Localization-enabled content management systems and translation management systems make managing your UX localization project simple. Meanwhile, CAT tools make quick work of translation, with translation memory and terminology management speeding up the process considerably.

Eager to prepare your software and digital products for new markets? Make life simple by choosing a localization partner with the right resources to help you achieve your goals. At BLEND, we’ve been helping clients fine-tune user experience for global audiences for years.

With extensive experience in UX localization, not to mention a suite of industry-leading tools, we’re ready to help you resonate with audiences in new target markets. Ready to reap the benefits of UX localization? Get in touch with the team at BLEND today.

Corinne Sharabi

Corinne is the Social Media and Content Lead at BLEND. She is dedicated to keeping global business professionals up to date on all things localization, translation, language and culture.

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