Article by Olivia Gerber Moron.
Imagine this: you decide to expand your very successful and popular mobile cooking app to other markets across the globe. You want to reach a wider audience and maximize your return on investment. You start by contacting translators and localization experts to ensure your app’s content is accessible to audiences from different countries. But is that enough? Are customers from different cultural backgrounds going to interact with your product in the same ways as your local audience does? Will Chinese users navigate the app in the same way as Mexican users? Is it even worth investing internationally at all?
You’re right to ask yourself such questions: simply localizing your app into multiple languages will not guarantee the same success across all the international markets you plan to expand into. Sometimes such a localization strategy will work just fine, but in other cases it will fail to create the same user engagement or to ensure your product or service is usable by the target audience. In our cooking app example, Spaniards don’t have the same culinary habits as residents in the Netherlands. They use different ingredients, have different recipes and mealtimes, and eat varying amounts of food at different meals. In fact, Spaniards have a late copious lunch, whereas Dutch people have an early light lunch and eat more at dinner. If these users fail to find what they need in the app, they’ll stop using it and will find a more appropriate option. Yet, there is something you can do to meet the users' needs and expectations of your target market and that is to resort to user experience (UX) research. UX research helps you understand your audience's behaviors, needs, motivations, pain points and opinions about the app through observation techniques and other feedback methodologies.
This article will cover everything you need to know to make sure your product, service, or experience addresses the needs of users in each of the specific target markets you want to expand into. We will provide an overview of the key steps and stages of UX research before moving on to explain how to conduct UX research on an international scale. We’ll also discuss who needs to be involved in international UX research, how translators and localization experts can make for good UX researchers, if trained properly in research methodologies.
Syncron helps manufacturers and distributors capitalize on the new service economy by optimizing aftermarket profitability, increasing customer loyalty, and enabling the transition to servitization. Syncron aligns all aftermarket services with its Connected Service Experience (CSX) cloud platform, helping companies differentiate themselves through exceptional aftermarket experiences while driving significant revenue growth.
We learn best when we’re enjoying whatever we’re engaging with — and Memrise is a language learning app that aims to make learning enjoyable and effective! They uphold the belief that learning a language should not only stimulate intellectually but also biologically, with the rush of endorphins you get by learning something new.
Motorola Solutions is a global leader in public safety and enterprise security. The company’s solutions in land mobile radio communications, video security & access control and command center software, bolstered by managed & support services, create an integrated technology ecosystem to help make communities safer and businesses stay productive and secure.
The present report is the culmination of over 65 interviews with different companies as well as a separate survey Nimdzi conducted among localization and translation managers. It is is aimed at buyers of language services who are interested in benchmarking their own efforts or in learning how other companies tackle similar challenges or who are simply curious about what others in their position are doing.