The software will work fine for everyone when the user interface is in English. This is one of the biggest misconceptions we've normalized with globalization.
Anglo-centrism became a golden standard in the tech industry during its development. But we're witnessing the rise of localization.
The Tech industry is developing at high speed in markets all over the world. The digitalization of all industries in almost every country is following, with more than 80% of businesses having running strategies to become digital-first businesses.
However, understanding the user interface in a foreign language is easy for everyone.
A language is not the only thing that needs to be adapted in software- otherwise, you'd need a simple software translation.
Why is software localization important?
Not everyone masters English. Not everyone is fond of using this language either.
Let's think about the following example.
Your target customers are accountants in a country where English is not a native or working language. They're working with domestic companies only.
On this occasion, it's highly probable accountants won't have a high level of English language.
If you want your CRM for accountants to get adopted, you'll need to have a user interface in the accountants' native language.
An additional obstacle to software adoption in non-tech niches is low digital literacy among workers.
In the EU, just 54% of the population that's fit to work have basic digital skills, while in LATAM countries, more than 60% of the population is without it.
Considering all this, it's not shocking to hear that 70% of buyers prefer to buy a product or service that offers all information about it in their native language.
So when you're entering a new market, consider cultural preferences and context.
Some may be fine with English. Yet, most will need not only the user interface in their mother tongue but also documentation and training sessions.
What exactly is a software localization
Software localization is a process of adaptation of the software to the new local market. This localization process takes into consideration linguistics, cultural and market context.
If needed, sometimes certain features can be created for a specific market.
The software localization process includes:
☞ translation of all text inside the user interface and
☞ adaptation of design if needed.
Software localization examples
Netflix localization example
One of the best-known examples of successful software localization is Netflix.
This streaming platform is available in more than 27 countries. In every country they entered, they went through a localization process.
They adapt dubs, subtitles offering, and a user interface for maximized user experience. However, this is what most streaming services offer in every country.
Creating local content actually differentiates Netflix from other streaming services in every local market.
In Netflix's case, it means creating series and movies in every entered country with local resources within the local culture.
Yes, they make the content popular in the country of origin, but they also gradually place it in other country markets. This means they have more interesting and mixed content than any other streaming platform.
This localization strategy brought them steady growth of 33% per year.
Spotify localization example
Another streaming platform that conquered the global market with a software localization strategy is Spotify.
Localization of content, in their case music, thematic playlists, and software translation, is a huge stack in Spotify's global success.
They define it as "Designing for Belonging". As their design manager, Nora Ahlenius, says that by localizing images, we can help people feel that they belong and that Spotify is a better choice.
The idea is the following: when a user sees an image and name of the playlist in its own language and local cultural context, it'll feel seen and validated.
In practice, it means there would be a Happy Hits playlist everywhere, in every country. However, it'll contain a different choice of songs and visuals to represent that feeling in every country.
The benefit for Spotify and Netflix comes from local users finding familiar content on their platforms, while at the same time, global users are finding new content they would have never found without them.
Myself included. For example, I would never casually stumble upon series and movies from Peru and Chile on any streaming service in Balkan.
These examples show that software localization is far more than a basic translation of the content inside the user interface.
It needs to feel like it is created from locals to locals.
How's software localization done
Software localization is a complex process. It includes various departments and processes.
To learn more check the original post.
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