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Localization in user experience design practice

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Localization of a user experience requires a strategic approach beyond translation. Localizing a UX means the UX feels truly local, as if it was designed in that country, city or region. Designing for localization means avoiding assumptions based on language, location or culture.

A skilled UX Architect - ? Gannu (Ganesh Kumar Malthurkar) discussed the different concepts of Localization in UX Practice.

In this talk, we will be exploring, how the cultural impact & localization can affect UX in practice. We will also see, how to identify the opportunities to incorporate local UX norms and ultimately improve the end-user’s experience when using your products and services.

Interactive session conducted as part of IxDA Hyderabad on 14 Oct 2017. Same presentation provided for the reference. Explained the topics Definition of Localization, difference between Globalization and Localization, Opportunities of Localization, Design Challenges of Localization, Case studies and Perception of East and West

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Speaker: ? Gannu (Ganesh Kumar Malthurkar)

? Gannu from Infosys having 12+ years of experience in User Experience designing. He worked in different domains as an independent design consultant and one of the founder for Scribbles Art Society, UX Desi. Also an expert in multiple disciplines like Psychology, Advertising & Public Relation, Art History & Critic, Sculpture, Commerce, and HCI. His love towards designing made him research in depth on the concepts of Design Strategy and UX Research currently. In his free time, he loves to spend time on experimenting new things and bike riding.

Published in: Design
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Localization in user experience design practice

  1. 1. LOCALISATION In User Experience Design Practice 1 ? GANNUUX DESI
  2. 2. H Y D E R A B A D Sponsored by hedgehog lab 2
  3. 3. • I like to call me Gannu, Parents given name is Ganesh Kumar Malthurkar. • Currently working with Infosys as UX Architect, worked in different domains, role as an independent consultant. • My 12+ years of Design career as Design Instructor, Visualilesr in Ad agency, UI/UX Designer in Design Studio, Asst. Design manager in Corporate Services, UX Architect in IT industry, • I got an opportunity to explore subjects like Psychology (Msc psychology, Madras University), Advertising and public relations(MA, Madhurkamaraj University), Art history and critic(PGD, MS University, Baroda), Sculpture(BFA, JNTU), Commerce graduate (B.com, Osmania) and Human computer Interaction (HFI), Currently loving concepts like Design Strategy and UX Research • I am a creative conceptual sculptor, exhibited and participated state and national art exhibitions http://www.designversa.com/art/
 One of founder of Scribbles Art society, UX Desi • I love to do Scribbles, bike riding, Learn & share knowledge and experiment new things • My philosophy is “Be Honest, Do your best for yourself, family and society” 3 Introduction to me UX DESI
  4. 4. 1. What is Localization? 2. Difference between Globalization and Localization? 3. Pictorial perception of East and West 4. Challenges of Localization? 5. Localization opportunities 6. Case Studies 7. Q&A 8. Glossary Agenda 4 UX DESI
  5. 5. Localization refers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a locale). Localization is sometimes written as l10n, where 10 is the number of letters between l and n. 5 1. What is Localization/Localisation? The World Wide Web Consortium (W3C) is an international community where Member organizations, a full- time staff, and the public work together to develop Web standards.  The Globalization and Localization Association (GALA) is a global, non-profit trade association for the translation and localization industry.As a membership organization, UX DESI
  6. 6. Globalization Testing ensures whether the products/services deployed is properly functioning for any selected culture/locale Localization or L10N is the process of transforming the products/services for a particular region/market. Translation plays a critical role in L10N. Ensures the products/services have aligned with locale such as Date,Time zone, Currency, Holidays, Character Encoding and Linguistic.As Localization testing involves primarily on translation and is worthy to have multi- linguistics experts in place. • Rethinking of Logic • Differ Culture • Way of Business working • Accept paradigm for learning (eg., focus on individual vs. group) • And Design 6 2. Difference between Globalization and Localization? UX DESI
  7. 7. 7 Globalization Airport in Dubai Airport in Japan Airport in New York Airport in Hyderabad, India
  8. 8. 8 GlobalisationVs Localisation Multi cultural Indian Food Domino’s Pizza global presence
  9. 9. 9 Localization
  10. 10. Brazil Africa French Pakistan 10 Localization
  11. 11. English Simplified Chaines 11 Localization
  12. 12. English German 12 Localization
  13. 13. • Convey the whole story • Mind mapping of the Story • Stylistic Patterns • Purpose of Spiritual 13 3. Pictorial Perception of East and West • A scene of the Story • Details of Character and Emotions • Artist Identity • Purpose of Spiritual, personal Identity UX DESI
  14. 14. • Language TagsFormats of Numeric, date and time, Use of currency • Keyboard usage • Collation and sorting • Symbols, icons and colors • Text and graphics containing references to objects, actions or ideas which, in a given culture, may be subject to misinterpretation or viewed as insensitive. • Varying legal requirements and many more things. 14 4. Challenges of Localization? Cultural Challenges 
 People interests, believes, emotions, behaviors and food habits Language Challenges 
 Vocal, Script Other Challenges 
 Govt. Polices, Environment, Legal and CurrencyValues UX DESI Design Challenges Design Strategy: How to choose a local stereo for Global perspective, find Design patterns, emotions, Behaviors, Micro interactions, customer engagements, Gamifications, reduce learn curve
  15. 15. 15 Cultural
  16. 16. 16 4. Design Challenges Language Tags A “language tag” or “locale” describes a common language + culture shared by a group of users, often at a national level. Typically represented by an identifier describing a combination of: • 2-3 letter language code (ISO 639, parts 1 or 2) • 2 letter country code (ISO 3166) • Optional extensions for dialect, writing system en – English
 en-US – US English en-GB – UK English es-US – US Spanish zh – Chinese (macrolanguage)
 zh-cmn – Mandarin Chinese
 zh-cmn-TW – Mandarin Chinese as spoken in Taiwan zh-cmn-Hans-CN – Mandarin Chinese written with Simplified system, as used in China UX DESI
  17. 17. 17 4. Design Challenges Writing System • Direction of scan (Left-to-Right vs. tfeL-ot-tghiR) • Character set (various alphabets, syllabaries and logographies) Display captions • Spelling variations, e.g. US “color” vs. UK “colour” • Terminology variations (“lift” vs. “elevator”, “Español” vs. “Castellano”) Display Layout US English Caption1 nnnnn Caption2 nnnnn German BigGermanTranslationOfCaption1 nnnnn BigGermanTranslationOfCaption2 nnnnn Arabic nnnnn 2noitpaC nnnnn 1noitpaC UX DESI
  18. 18. 18 4. Design Challenges Units of Measure “British Engineering” (Imperial) System – U.S.A, Liberia and Myanmar • Feet/inches/miles • Pounds, stone or slugs • Fahrenheit SI (Système International) – Rest of world • Meters/centimeters/kilometers • Kilograms • Celsius or Kelvin UX DESI
  19. 19. 19 4. Design Challenges Formats: Numbers Decimal separator – character varies • 1,000 (US) “one thousand” • 1,000 (Most of Europe) “one” Readability delimiters – placement and character vary • 1,000,000 (US)
 10,00,000 (“10 lakh” India/Pakistan/Sri Lanka) 
 1.000.000 (Germany)
 1 000 000 (France)
 100,0000 (China) UX DESI
  20. 20. 20 4. Design Challenges Formats: Contact Info Phone numbers • (415) 644-3912 within US • +1 415 6443912 outside US Postal Codes (a few examples) • US Zip Codes: 99999 or 99999-9999 • Canadian Postal Codes: A9A 9A9 • UK Postal Codes (generally): • A9 9AA • A99 9AA • A9A 9AA • AA9 9AA • AA99 9AA • AA9A 9AA UX DESI
  21. 21. 21 4. Design Challenges Formats: Contact Info Address layout examples • Line1 • Line2 etc. • City PostCode • Country • Line1 • Line2 etc. • PostCode City • Country • Line1 • Line2 etc • City Region PostCode • Country UX DESI
  22. 22. 22 4. Design Challenges Formats: Dates and Times Dates • Commonly, formats differ within calendar systems: does 01/06/2006 mean “January 1, 2006” or “June 1, 2006”? • Less commonly, across calendar systems Times – 5:00pm vs. 17.00 • 22 May 2006 - Gregorian • 9 May 2006 - Julian • 24 Iyyar 5766 (before sunset) – Hebrew • 23 or 24 Rabi`-ul-Akhir 1427 (before sunset) - • Islamic Time Zones – 22 May 2006 12:00pm (UTC+14) = 21 May 2006 10:00am (UTC-12) UX DESI
  23. 23. 23 5. Localization opportunities Business Expansion 
 Products and services Innovations Identify the different patterns, Creative source Sustainable Eco-system Respect Diversity Empowerment Opportunities for local people Create and Engage Audience UX DESI
  24. 24. 1998-99 2010 24 6. Case Study • Google is an American search engine, founded 1998, Data driven concept… moved multinationals • Search the world's information, including webpages, images, videos and more • Google Adsense • specializing in Internet-related services and products.
  25. 25. Localization - Doodles and Gamification India - Rangoli India - ICC World Cup Saudi - National Day Brazil - FIFA Cup 25
  26. 26. 26 6. Case Study • Airbnb is an online marketplace and hospitality service, enabling people to lease or rent short-term lodging including vacation rentals, apartment rentals, homestays, hostel beds, or hotel rooms • Unique travel experience and world- class customer service and local experience. Founded in 2006. • Simple and clear product. • One of Value added pointed that People like to consume and share • 191 + Countries is active in • $30 billion Airbnb’s total valuation • 60+ millions of Airbnb guests and • 640,000 Numbers of Airbnb hosts
  27. 27. 27 7. Q&A UX DESI
  28. 28. Great Local Opportunities
  29. 29. A social platform for better local communities 29 UX DESI • Create Awareness • Collaboration • Encourage Local bodies Mail us: uxdesian@gmail.com Call: +91 99129 33546 https://twitter.com/UXDesian Join with us
  30. 30. 30 UX DESI
  31. 31. http://www.humanfactors.com/newsletters/cross-cultural-considerations-for-user-interface-design.asp W3C Globalization and Localization Association 31 Glossary https://www.w3.org/International/questions/qa-i18n https://www.gala-global.org/translation-and-localization-industry-standards Globalization and Localization Association UX DESI

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