Today, many companies dream of going beyond borders and reaching a global audience. But here’s the crucial question: how do you deliver a user experience that speaks to everyone, while staying close to local expectations? In this article, we’ll explore the difference between globalization vs location in the context of UX design strategy for international, and we will see how companies can integrate these two approaches into their strategies in order to succeed both locally and globally with their digital products.
Source: Unsplash/Chuttersnap
What is Globalization?
Globalization is the art of expanding your business all over the world. This often involves a user experience that remains fluid, intuitive and barrier-free, no matter the location. But be careful, it's not about doing universal copy-paste. The idea is to lay solid and flexible foundations, ready to adapt to local needs...
One of the biggest challenges here? Avoiding cultural bias. A product needs to be clear and relevant to everyone, not just those who share your native culture. For example, many companies first develop their product in their language, then in English, before translating into other languages. But let’s be honest: these translations can sometimes sound weird.
However, offering multiple languages already shows a willingness to think globally. And that's just the beginning! We also need to focus on universal images, symbols that speak to everyone, and accessibility that is thought out from the design stage. Basically, we want an experience where everyone feels understood and valued, wherever they are.
To keep it all consistent, companies create design systems overall : guides that unify the brand while leaving the door open for local adjustments. And since we're talking about branding, building a strong identity that resonates with an international audience is essential.
What is Localization?
While globalization is about the big picture, localization is about the details. It’s about making sure that each product, service, or message fits the specifics of a market. We’re talking about language, of course, but also colors, payment methods, cultural preferences… Everything that makes the experience familiar and engaging.
But be careful, localization requires much more effort than globalization. It’s not just a matter of translating texts and copying and pasting elements in multiple languages. If you really want your business to succeed in a specific market, you need to show that you understand your users and their culture.
This involves going beyond simple linguistic adaptation. For example:
- Use local expressions and cultural references to make your content natural and relevant.
- Integrate visuals, colors or icons that resonate with local expectations and sensibilities.
- Design experiences tailored to the browsing or consumption habits specific to each region.
This process takes time, in-depth research, and real empathy for your local audience. But the result is worth it: an authentic connection with your users, and a brand that stands out for its understanding and respect for local specificities.
In short, localization is about listening, understanding, and adapting to show users that they are at the center of your priorities. It’s a powerful way to transform a global product into an experience that makes sense for everyone, everywhere.
Globalization or localization: What if we did both?
To conquer new markets, you don't have to choose between globalization and localization, but rather find the right balance between the two. The goal? Maintain a strong brand identity while meeting local expectations.
Here are some ways to achieve this:
1. Understand your audience
Before adapting anything, you need to know the needs and expectations of local users. Study the behaviors and analyze the practices of competitors. Every detail counts!
2. Create a flexible system design
A good system design is globally consistent, but flexible enough to adapt to local specificities. This helps to harmonize brand identity while respecting cultural differences. Here are some examples:
- Typography: Some languages like Japanese and Chinese use complex characters. Bold fonts, for example, are rarely suitable and can look cluttered. Typographies like Noto Sans ou Source Han Sans are designed specifically for these languages.
- Visuals and illustrations: Consider incorporating visuals that reflect local events or celebrations. For example, a brand operating in China could illustrate its campaigns with references to Chinese New Year, while in Brazil, visuals inspired by Carnival would create a strong connection with local users.
3. Translate with finesse
A natural and fluent translation is essential to creating an authentic connection. But be careful, translating word for word is not enough, especially when it comes to creative content like slogans or jokes.
- Puns and wordplay: A joke or pun in English can lose all meaning, or worse, become awkward or inappropriate in another language.
- Local expressions: Tailor messages to use common and idiomatic phrases in the local language. For example, a light, informal tone works well in some cultures, but in others, more formal language may be preferable.
4. Integrate local payment methods
Integrating suitable payment options is essential to build user trust and prove the business’s local presence. For example:
- PayPal (over 65 million users in Japan)
- Alipay (660 million users in China)
- Naver Pay (38.8 million users in South Korea)
These options provide users with a familiar and simplified shopping experience.
5. Adapt currencies and units
Pricing in the correct currency or measurements (metric or imperial) makes the experience much smoother.
6. Take care of typography and layout
Each language has its own specificities:
- For Japanese or Mandarin, choose fonts that are suitable for complex characters.
- For right-to-left languages, such as Arabic or Hebrew, adjust layouts to keep reading smooth and enjoyable.
By combining a global vision with thoughtful local adjustments, your brand can not only open up to new markets, but also build a strong and lasting relationship with each user.
Aki Matsunaga, UX/UI designer and Product designer at UX-Republic