Localization in UX

The value of product localization for UX

Webinar recap: The value of product localization for UX • UX Content Collective

Term definitions

• Translation — an adaption of the message
  • process of adapting the message to other languages
• Localization — an adaption of the experience
  • process for adapting the user experience
• Internationalization — an adaption of the code
  • adapting the code. So it’s more about the technical aspect of it
• Globalization — an adaption of the framework
  • globalization is a new term that normally denotes the framework that companies and organizations put in place in order to facilitate translation, localization, and internationalization

Design-stage localization

Localization happens during the feature design, not as an after-thought:

1. UX’ers design the feature
2. Copywriters create the UI copy in the source language
3. UI copy is sent for localization, translators have the context of the strings since they can see the screens where they’re used and how.
4. Translations are pulled back into the design tool.
5. Feature testing, development, etc.
6. Release of the feature in localized UI → better reception from user-base in all markets

There are a number of plugins for connecting Figma with localization/translation software

Management buy-in:

• Start small (1-2 languages) and perfect the system
• Map localization to company’s KPIs
• Keep the tone and voice: Create style guides for the languages you localize to

Is it OK to break grammar rule in order to keep your audience more organically?

• Depends on your audience — for some it may undermine the trust in the brand
• There’s a difference between academic language (the rules) and how people actually speak — then it’s fine to slightly break the rules
  • Getting a “distance from the language” may provide you with a better user experience (the grammar doesn’t have to be perfect if it serves the user).