Publication by Miguel Sepulveda.
In part 1 of our series on user experience (UX) we explored what UX is and why it is important. In this second part we will focus on how culture, language and design come together to deliver a great user experience.
A study by App Annie reveals some staggering statistics. 50 percent of the top 10 countries in terms of downloads and revenue are non-English speaking European and East Asian countries. Booming! Roughly half of a company’s potential users might never see their perfectly crafted English user interface (UI).
The connection between culture, language and design as UX elements has traditionally been overlooked. Now, however, that is changing. And it's crucial that professionals working in the field of UX—researchers, writers and program managers—integrate linguistic and cultural aspects as fundamental variables that contribute to a satisfying user experience.
When approaching the design phase of software development, it’s important to have the knowledge to shape the UX strategy in a way that meets people's needs across markets. When creating content, it’s important to keep in mind how people from different countries and cultures will interact with the product. Businesses need to level up their expertise in the use of language in UX design. Similarly, they should look to develop their know-how on designing effective user interfaces for global audiences.
Words move users towards an action, and writing for international audiences is notoriously tough.
New disciplines are continually being created as the way we do business evolves. Trends pop up. Some only for a moment, others for the long-run. Entire market niches come into being seemingly out of thin air. Although it’s not always easy to know where these trends come from or where they are headed, the truth of the matter is that they burst forth in a flurry into our daily lives, and suddenly everyone is talking about them.
Events dedicated to localization, such as the 40th edition of Localization World held in Estoril, are a good way to take the pulse of our industry. While most of the discussions inevitably center around the usual suspects - machine translation or globalization, to name just a couple - every once in a full moon, a hidden, wholly unexpected gem makes an appearance on center stage.
Continuous improvement in machine translation (MT) technology means that MT engines are expected to get ever more effective. One of the areas where this is already happening is fuzzy matches for MT.
It is a given nowadays that when organizations expand internationally or consolidate their existing global presence, they need to invest in localization. This does not simply mean linguistic resources but also technological investments that contribute to translation productivity among other efficiencies.