i18n & l10n - Boost Your Addressable Market by 10X+

What is i18n & l10n?

i18n & l10n stand for internationalization and localization, meaning I-eighteen-letters-n and L-ten-letters-n. They refer to adapting apps to different languages, regional differences as well as technical and business requirements of a target locale. Internationalization is mostly in the product development phase where an app is designed and developed in a way that removes barrier for localization and allows same great UX for users outside of the original country. While localization is the actual adaptation of the app into various language, culture and preferences of the foreign markets, it is often executed in both product and marketing.

Ideally, internationalization occurs as a fundamental step in the design and development process, rather than as an afterthought that can often involve awkward and expensive re-engineering. It has potential to significantly affect the ease of the product's localizations.

Translating the Language

English to English translation: If your original app is built in and for US market, do not easily dismiss the opportunity to localize for your fellow English countries such as the UK, Canada and Australia, especially if written and verbal communication is important for your app. Consider adjusting spelling, date/time format, currency, and local slangs.

English to other language translation: It is important to leave extra space for translation to another language when doing user interface design. German, Turkish and sometimes French have longer translations. And wait till you take a look at this paragraph in Greenlandic: 

Sure, on an average weekday, you probably won't build for the Greenland market, but you get my point.

Last but not least, don't forget text that is embedded in the images. In an ideal world, instead of embedded text, you would have text overlay with CSS so that it is a lot more manageable when it comes to localization - not to mention how much your designer would love you for that decision. An example of better internationalization approach right here.

More Than Just the Language

Localization is often thought of only as a synonym for translation of the user interface and documentation. In fact it is often a substantially more complex issue.

Growth Case Study in Japan Market 

I recently worked on driving growth of SoundHound, the best music discovery app, in the Japan market. We set the initial goal of the project to be adoption of a certain product feature. After analyzing data on the local market, I realized there was a bigger gap in user adoption of another interdependent feature. We re-scoped the project and discovered as we dug deeper with a native specialist that there is local regulation in the Japanese market which may deteriorate user experience of the said feature. We researched the extent of the impact and went back to the drawing board for a workaround. The takeaway here is to never overlook the potential implication of local regulation and market development.

Referral is one of the most important sources of organic growth and international markets often require deeper thoughts. Japan is an iOS market and users use Line in lieu of phone call and sms service provided by cellular network, as the unlimited data is typically included in one's cellphone plan. When we promoted social share features in Japan, we put Line icon front and centered to achieve better CTR.

Ultra popular social network app Line in Japan

We also uncovered that Japanese users use SoundHound more for discovering English songs than for Japanese songs when we compared top charts in SoundHound to the local hottest hits. This differs from European markets where top local charts in and out of SoundHound app are highly consistent.

Final words

i18n & l10n is challenging, fun and rewarding, especially when you work with a team of product manager, UX designer and developers that keeps l10n in mind. Feel free to share your thoughts and experience in i18n & l10n with us!

Read my related growth hacking articles:

How to Build a Recommendation Engine without Machine Learning Experts?
Test Improved Conversion over Control by 20%. Deploy? Think Twice.
Why You Should Ignore Everything You Have Been Told About Growth Tactics

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