This document discusses the options for standardizing or localizing user experiences across different markets. It outlines three approaches: the nation state model with separate experiences for each country, the global model with a centralized experience, and the federation model with a basic centralized structure customized locally. The document advocates for the federation model and emphasizes using user research to understand local needs and tailor experiences accordingly rather than taking a one-size-fits-all approach. Research methods like qualitative interviews, quantitative surveys, benchmarks, and cross-market analysis are recommended to improve customer experience through human-centered localization.

1. Making The Case For Localisation
Use User Research!
0 7 N O V E M B E R 2 0 1 9
Rita Quigley
Senior Consultant

2. 2
What we do

3. 3
We work everywhere, with a wide range of brands.

4. 4
Standardise or localise?
Photo by Kristaps Grundsteins on Unsplash

5. 5
Standardise or localise?
Global
Local
Part of something
bigger
Made for us
Tension

6. 6
Standardise or localise?

7. 7
What are the options?
Photo by Anthony Martino on Unsplash
Photo by Agence Olloweb on Unsplash
What are the options?

8. 8
Translation:
delivers the message
expressed in one language
equivalently in another,
with no other differences.

9. 9
Transcreation:
adapts a message from
one culture to another.
More than just translation,
it customises the
experience for specific
audiences.

10. 10
Localisation:
tailor a product completely
to another market.

11. 11
Three approaches to localisation
Nation State:
Each country or market creates
and manages a bespoke UX.
Global:
All UX is controlled centrally.
Federation:
The basic UX structure is designed
centrally and fine-tuned locally.

12. 12
Expense vs revenue
Nation State:
Each country or market creates
and manages a bespoke UX.
Global:
All UX is controlled centrally.
Federation:
The basic UX structure is designed
centrally and fine-tuned locally.
LOW
HIGH
MODERATE

13. 13

14. 14
Global:
the realities of the market
tell you what you can and
cannot change.

15. 15
Nation state:
even instant noodles are
different in different
countries.

16. 16
Federation:
rather than customising,
look to the fundamental
needs common to the
markets.

17. 17
Most multi-national brands
gravitate toward the federation
model to some extent, with local
authorities empowered to perfect
an overall vision.

18. 18
But it costs too much,
why do I need it?
Photo by Sharon McCutcheon on Unsplash

19. 19
Research, research, research …
Photo by João Silas on Unsplash
Research, research,
research
Photo by João Silas on Unsplash

20. 20
The wrong information is
worse than none at all
Photo by Aditya Vyas on Unsplash

21. 21
The role of user research
Photo by David Travis on Unsplash

22. 22
Qualitative research
Photo by Nik MacMillan on Unsplash

23. 23
Quantitative research
Photo by Lukas Blazek on Unsplash

24. 24
Benchmarks
Photo by Sven Mieke on Unsplash

25. 25
Validation
Photo by Drahomír Posteby-Mach on Unsplash

26. 26
Cross-market analysis
Photo by Kyle Glenn on Unsplash

27. 27
Localise or globalise?
one size fits all is unlikely to
be the answer.

28. 28
Tailored experiences
Photo by Filip Barna on Unsplash

29. 29
The ultimate goal must be to
improve the customer’s experience,
the core principle of human-centred
design.

30. 30
Just don’t!
Photo by Magdalena Smolnicka on Unsplash

31. 31
Thank you
Seebohm House
2-4 Queen Street
Norwich NR2 4SQ
+44 (0) 1603 230 800
25 Seah Street
#03-02
Singapore 188381
+65 6336 9270
45 Folgate Street
Spitalfields
London E1 6GL
+44 (0) 20 7539 3840
Join team Foolproof