UI and UX localization: Experiences for global audiences
Since the time I started dipping my toes in localization at the beginning of my career 12 years ago, I’ve always been fascinated by user interface (UI) and user experience (UX). At the time I wasn’t even sure what these terms meant and I still remember a colleague mentioning “our UX team” and me thinking “US team?”... I had no clue, but I remember going home that evening and Googling what UX teams do. From that moment on I grew more and more interested in how to apply localization to UX and UI strategies to create truly global experiences.
It’s safe to say that I’ve been working alongside UX and UI teams for the past 11 years now and I’m very familiar with the localization challenges and opportunities within this space.
First of all though, let’s have a look at what UI and UX mean.
UI localization
UI localization focuses on making the interface of your product or website look and feel native to the target audience. Here are some crucial components of UI localization:
a. Language and Content:
It goes without saying that this means translating text and content into the target language.
It also means adapting such content so that it’s suitable for varying character lengths, word order and writing systems.
b. Visual Elements:
Not all imagery and visual content will be suitable or appropriate for your target audience. Altering images, icons and colour schemes to resonate with the local culture will therefore be a must if you don’t want to come across as “source market-centric”.
c. Layout and Structure:
Adjusting layouts for right-to-left or left-to-right languages. Languages such as Arabic and Hebrew not only go from right to left, but they’ll also present a different approach when it comes to the sequence of the actions. For example, UI designs with left-to-right languages in mind will place action buttons and CTAs on the right. On the other hand, right-to-left languages will need these buttons to be on the left, as this is where your eyes will land after reading a sentence. When localizing for this type of language, a full UI redesign might be needed.
UX localization
UX localization focuses on providing a holistic experience that caters to the cultural and functional needs of the target audience. It doesn’t stop at just aesthetics - it's about how users interact with your product. Here are some key considerations for UX localization:
a. User Flow:
Understand how users in the target market typically navigate through websites or apps.
Your website or app should reflect the user’s preferences and habits, and should have intuitive usability. Don’t waste the user’s time by making them click through a million times or having to scroll down a poorly-designed drop-down menu just because product localization came as an afterthought!
Adapt menus, navigation labels, and user pathways to align with local expectations.
This means creating an experience that feels authentic to your target user. Personally I’m still getting frustrated when I’m filling out an online form only to realise that they haven’t done their localization due diligence.
For example, when they’re asking for an address and they want my ZIP Code and State, as if I was based in the US. The fact that the US and the UK share the same language (with some variations) doesn’t mean that the UX should be the same. On the flip side, if I’m filling out a form in Italian and I see that it’s asking for my “riga dell’indirizzo 1” and “riga dell’indirizzo 2” I will immediately know that the form was designed in the UK and it will alienate the Italian user (we don’t have “address line 1” and “address line 2” in Italy).
Other factors to keep in mind and localize are things like date formats, currencies, measurement units and so on.
b. Functional Adjustments:
Tailor features and functionalities to meet the needs of local users.
For example, what kind of customer support forms and CTAs should you display? Are people in the target region used to web chat support, website forms or phone numbers?
Consider payment methods, regulations and local laws that may affect user interactions.
What payment methods are your target users familiar with? Do they normally make purchases using Paypal or credit cards?
Why UI and UX localization matter
Enhanced User Engagement:
A well-localized UI and UX create a sense of familiarity and trust for users, leading to increased engagement and longer user sessions.
Increased Conversion Rates:
Tailoring your content and design to the local audience can significantly boost conversion rates, as users are more likely to complete transactions when the experience feels intuitive and comfortable.
Positive Brand Perception:
A culturally sensitive approach shows that your brand respects and values its international users, leading to a more positive brand perception.
Competitive Advantage:
Businesses that invest in UI and UX localization gain a competitive edge, as they are better positioned to cater to the diverse needs of global consumers.
To wrap this blog post up, I’d like to encourage you to speak to your UX and UI teams, ask them what their challenges are when it comes to localization and come up with a tangible roadmap on how to tackle those challenges together. It’s a fun ride! And remember: collaboration and communication will be your best friends!