Localization is often an afterthought in product design, but it shouldn’t be. When done right, it can transform a product from a simple translation of words to a fully immersive and culturally relevant experience for users across the globe.
In a relevant episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Willian Magalhães, a Senior Content Designer and UX Writer, to dive into the intersection of UX writing and localization. Willian reveals the biggest challenges in designing multilingual experiences, how localization impacts user engagement, retention, and business growth, and why breaking down silos between teams is crucial.
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The Intersection of UX Writing and Localization
Many assume that UX writing and localization exist in separate silos, but in reality, they are deeply interconnected. UX writers craft user-friendly content that guides users through a product, while localization ensures that this content resonates with users in different regions.
Willian highlights that UX writers don’t need to be polyglots, but they must ensure that their content is scalable and adaptable for localization.
When UX writing aligns with localization best practices, companies can:
- Maintain consistency in voice and tone across languages
- Prevent cultural misinterpretations
- Improve user engagement and retention
- Enhance product accessibility for a diverse audience
Challenges in Designing Multilingual Experiences
One of the biggest challenges UX writers face when localizing content is maintaining the personality and tone of the product across different languages. English content often contains humor, idioms, and cultural references that do not always translate well into other languages.
For example, humor can be highly culture-specific. What’s funny in English might not carry the same charm in Japanese or German. Likewise, metaphors and idiomatic expressions can be difficult to adapt. UX writers must be aware of these nuances and work closely with localization professionals to ensure that the essence of the message remains intact.
Another key challenge is design constraints. Languages like German often have longer words and phrases than English, which can break UI layouts. On the other hand, languages like Chinese and Arabic might require different text alignment. A well-localized product isn’t just about translated words; it requires careful attention to design elements such as:
- Character expansion and contraction (e.g., “Sign in” in English may expand significantly in German”).
- Text directionality (e.g., Arabic reads right to left).
- ultural color meanings (e.g., red symbolizes prosperity in China but danger in Western cultures).
Integrating Localization Early in the Product Design Process
One of the most effective ways to streamline localization is by integrating it into the early stages of product design. However, many companies still treat localization as a final step, something to be tacked on after a product is fully developed. This approach can lead to delays, increased costs, and a frustrating user experience.
Willian highlights that localization professionals should be involved from the beginning. He suggests that UX writers, designers, and developers collaborate closely with localization teams to ensure that content is adaptable and scalable. Tools like Figma integrations allow localization specialists to see UI designs in real time, making it easier to provide context and recommendations.
Here’s how teams can integrate localization early in the design process:
- Include localization experts in UX design meetings. Treat them as partners, not service providers.
- Use Figma or similar tools for real-time localization previews. Avoid surprises in the final stages.
- Provide full context for translation teams. Screenshots, mockups, and design explanations ensure accurate translations.
- Test localized content within the UI. This helps prevent text expansion issues and layout problems.
Demonstrating the Business Value of Localization
Many executives see localization as an expense rather than an investment. Willian offers strategies for advocating its importance to stakeholders. The key? Data.
Metrics such as user engagement, retention, and conversion rates can be used to showcase the impact of localization on business success. Companies that prioritize localization often see:
- Higher retention rates: Users are more likely to stay when content is in their native language.
- Increased conversions: Studies show that customers prefer buying from platforms that support their language.
- Stronger brand perception: A localized product shows users that a company values its culture and identity.
Breaking Down Silos Between UX, Localization, and Development
A major obstacle to effective localization is the existence of silos between UX writers, localization professionals, and developers. These teams often work independently, which leads to misalignment and inefficiencies.
Willian suggests treating localization specialists as partners, not vendors. They should be actively involved in discussions about product goals and user experience objectives. Here are some key strategies for breaking down silos:
- Encourage cross-team collaboration: Regular syncs between UX, localization, and engineering teams ensure everyone is aligned.
- Foster a shared sense of ownership: Localization specialists should feel like contributors, not just translators.
- Use shared tools and documentation: Platforms like Crowding, Figma, and Jira can help streamline workflows and communication.
- Educate stakeholders on localization impact: Providing training sessions and resources helps teams understand why localization matters.
Final Thoughts from Willian
Localization is not just about translation; it’s about creating seamless, culturally relevant experiences for global users. As Willian highlights, UX writers play a key role in making localization successful by designing scalable, adaptable content that aligns with business goals and user needs.
Integrating localization early, fostering cross-team collaboration, and leveraging data to demonstrate its impact allows companies to unlock new markets, boost engagement, and create products that truly resonate across cultures. Whether you’re a UX writer, designer, or product manager, embracing localization as a core strategy can set your product apart.
Willian’s Background
Willian is a Senior Content Designer and UX Writer with over eight years of experience in technology and linguistics, focusing on user-centered, scalable content solutions for global audiences. With a unique background combining English linguistics and technology degrees, along with a decade of experience as an English teacher, Willian brings a distinctive perspective to the intersection of UX writing and localization.
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