Localization is an ever-evolving field, and staying ahead requires innovation, adaptability, and an acute understanding of both technology and linguistics. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Felix Bartz and Olli Gurtschmann, Co-founders of Wordcrafts, to discuss how their company is redefining localization, particularly for the Apple ecosystem.
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The Story Behind Wordcrafts
Felix and Olli’s entry into the localization industry was somewhat accidental. Both studied technical translation at university and later found themselves working with software localization when Apple introduced the iPhone SDK in 2009.
Their careers began with Excel spreadsheets full of software strings, a cumbersome and inefficient way to manage translations. Through trial, error, and ingenuity, they navigated the complexities of localizing apps for Apple’s ecosystem and, in doing so, built Wordcrafts.
Rather than being a traditional translation agency, Wordcrafts specializes in localizing apps for macOS, iOS, iPadOS, and VisionOS. Their expertise is rooted in an in-depth understanding of both linguistic preferences and technical requirements, ensuring that developers and translators can work together seamlessly.
Overcoming Entrenched Habits in Localization
One of the biggest challenges in localization is overcoming resistance to change. As Felix and Olli explained, linguists and translators are often hesitant to adopt new tools, as switching can significantly impact their productivity and earnings. Many translators have fine-tuned their workflows, using familiar keyboard shortcuts and interface customizations to maximize efficiency. When a company introduces a new localization tool, it can be met with skepticism or outright resistance.
Felix highlighted that while change is inevitable, it becomes easier when translators see real benefits. If a new tool enhances workflow efficiency, improves automation, or reduces manual effort, linguists are more likely to embrace it. However, it is essential for organizations to provide adequate training and support to facilitate the transition.
Localize your product with Crowdin
The Importance of Intuitive Design in Localization Tools
Localization tools must cater to both developers and linguists, each with unique needs and workflows. Developers prioritize seamless integration with their version control systems, while linguists require an efficient translation environment that minimizes friction.
A poorly designed UI/UX can slow down the translation process, forcing linguists to spend more time navigating the tools rather than focusing on translation quality. One of the most common pitfalls is requiring excessive mouse interactions when linguists rely heavily on keyboard shortcuts. This inefficiency reduces productivity and increases frustration among translators.
Felix and Olli highlighted that a successful localization platform should balance two types of information:
- Permanent Information: This includes the source text and target translation, which should always be visible and easily accessible.
- Temporary Information: Features like concordance search, term glossaries, and QA tools should be easily tied when needed but should not clutter the main workspace.
Enhancing Collaboration with Integrated Communication Tools
One of the key innovations that Wordcrafts values in Crowdin is its integrated communication features. Traditional localization workflows often involve fragmented communication, with translators sending emails or external messages to clarify the context. This inefficiency can lead to delays, inconsistencies, and redundant questions.
With Crowdin’s in-platform messaging system, translators can directly tag project managers or developers to resolve queries in real-time. This feature eliminates the need for external communication channels and ensures that all project stakeholders have access to the same information. Wordcrafts has found this particularly beneficial for managing projects with multiple languages, as it reduces the need for project managers to act as intermediaries between linguists and developers.
The Future of Localization and Conclusion
As the localization industry continues to evolve, Felix and Olli believe that customization and accessibility will play a greater role in shaping the tools of the future. Key considerations include:
- Personalization: Allowing linguists to customize UI layouts, shortcuts, and preferred workflows.
- Accessibility: Ensuring that tools cater to diverse user needs, such as offering colorblind-friendly interfaces and adjustable text sizes.
- Enhanced Collaboration: Developing more robust communication features that facilitate direct interaction between developers, project managers, and linguists.
- AI Integration: Leveraging AI for automated suggestions while still maintaining human oversight to ensure quality translations.
Wordcrafts is leading the way in localization by combining deep linguistic expertise with a strong technical foundation. Felix and Olli’s focus on seamless integration, efficient workflows, and enhanced collaboration is setting new standards for how localization is managed in the Apple ecosystem and beyond. As localization continues to advance, the key to success lies in bridging the gap between technology and linguistics, something Wordcrafts has mastered with expertise and precision.
Felix and Olli’s Background
Felix Bartz and Olli Gurtschmann are the Co-Founders of Wordcrafts. With over 15 years of experience in iOS, macOS, iPadOS, and VisionOS localization, they’ve been at the forefront of app localization since Apple first introduced their developer SDK in 2009. Both share a background in technical translation studies and have evolved from translators to industry innovators. Their unique perspective as both technical translators and business owners has helped shape their approach to creating efficient, translator-friendly localization workflows, making this conversation particularly relevant for LSPs and localization professionals looking to optimize their tooling and processes.
