For businesses with a global reach, localisation is critical in UX and UI design.
Localisation in UX and UI design goes beyond mere translation; it involves adapting the website to fit the cultural, linguistic and behavioural nuances of different regions.
This process ensures that your global audience has a relevant and engaging experience, regardless of their location.
In this blog post, I will go through four areas which are important to consider when doing UX and UI on a localised website.
I have also written a full-length guide on this topic. If you want to read that, feel free to click the banner below!
1. Be sensitive to cultural differences
Cultural differences can significantly impact user perception. For example, colours, symbols and imagery that resonate with one culture may have negative or unintended connotations in another. A successfully localised website adapts these elements to align with regional cultural norms.
For example, red might symbolise luck in China, but it may indicate danger or urgency in Western countries. Similarly, whilst white may symbolise purity in some Western countries, it may be associated with mourning in parts of Asia.
Understanding these subtleties is critical for creating a culturally sensitive design.
2. Ensure your translations are accurate and high quality
Language plays a crucial role in localisation. It is not enough to directly translate content; the tone, messaging and even humour must be adapted to resonate with local users.
Poorly localised content – such as literal translations that miss the mark, or mistakes – can alienate users and damage brand perception.
Working with native speakers and local experts can help ensure that your content is both linguistically accurate and culturally relevant.
3. Adapt to local technologies
When localising a website, it is essential to account for the various technologies and services that users in different regions rely on.
Payment methods, for example, can vary greatly; whilst credit cards might be common in North America and Europe, many users in Asia or Latin America prefer mobile payment platforms such as WeChat Pay, Alipay or Paytm.
Integrating regionally popular payment systems can increase conversion rates by offering familiar options.
Moreover, preferred social media platforms can vary – users in the US may favour Facebook and Instagram, whilst users in China rely on WeChat and Weibo.
Designing your website to integrate seamlessly with these local platforms ensures a more cohesive experience.
4. Incorporate local regulatory bodies and trust signals
When localising a website, it is crucial to consider the specific regulatory bodies governing each market and to incorporate trust signals that resonate with local users.
In the US, businesses may display certifications from entities like the Better Business Bureau (BBB), signalling reliability and trustworthiness.
In China, local users might expect to see affiliations with government-backed regulatory bodies such as the Cyberspace Administration of China (CAC), which monitors internet usage and content standards.
In Germany, compliance with GDPR (General Data Protection Regulation) is essential, and displaying badges that signify adherence to these regulations can reassure users that their data is being handled securely – something that is extremely important to a German audience.
Want to learn more?
I hope this blog post has been a useful introduction to UX and UI for localised websites. For more in-depth information and advice, read my full-length guide here! From reading this guide, you will learn:
- what UX and UI are
- the role UX and UI play in boosting customer satisfaction and conversion rates
- how to apply usability heuristics
- the value of conducting user and persona research
- how to tailor UX and UI for localised websites
- examples of good and bad UX and UI
Maja Morawska
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