Localization of a user experience requires a strategic approach beyond translation. Localizing a UX means the UX feels truly local, as if it was designed in that country, city or region. Designing for localization means avoiding assumptions based on language, location or culture. A skilled UX Architect - ? Gannu (Ganesh Kumar Malthurkar) discussed the different concepts of Localization in UX Practice. In this talk, we will be exploring, how the cultural impact & localization can affect UX in practice. We will also see, how to identify the opportunities to incorporate local UX norms and ultimately improve the end-user’s experience when using your products and services. Interactive session conducted as part of IxDA Hyderabad on 14 Oct 2017. Same presentation provided for the reference. Explained the topics Definition of Localization, difference between Globalization and Localization, Opportunities of Localization, Design Challenges of Localization, Case studies and Perception of East and West --------------------------------------------- Speaker: ? Gannu (Ganesh Kumar Malthurkar) ? Gannu from Infosys having 12+ years of experience in User Experience designing. He worked in different domains as an independent design consultant and one of the founder for Scribbles Art Society, UX Desi. Also an expert in multiple disciplines like Psychology, Advertising & Public Relation, Art History & Critic, Sculpture, Commerce, and HCI. His love towards designing made him research in depth on the concepts of Design Strategy and UX Research currently. In his free time, he loves to spend time on experimenting new things and bike riding.

1. LOCALISATION
In User Experience Design Practice
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? GANNUUX DESI

2. H Y D E R A B A D
Sponsored by
hedgehog lab
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3. • I like to call me Gannu, Parents given name is Ganesh Kumar
Malthurkar.
• Currently working with Infosys as UX Architect, worked in
different domains, role as an independent consultant.
• My 12+ years of Design career as Design Instructor, Visualilesr in
Ad agency, UI/UX Designer in Design Studio, Asst. Design
manager in Corporate Services, UX Architect in IT industry,
• I got an opportunity to explore subjects like Psychology (Msc
psychology, Madras University), Advertising and public
relations(MA, Madhurkamaraj University), Art history and
critic(PGD, MS University, Baroda), Sculpture(BFA, JNTU),
Commerce graduate (B.com, Osmania) and Human computer
Interaction (HFI), Currently loving concepts like Design Strategy
and UX Research
• I am a creative conceptual sculptor, exhibited and participated state
and national art exhibitions http://www.designversa.com/art/
One of founder of Scribbles Art society, UX Desi
• I love to do Scribbles, bike riding, Learn & share knowledge and
experiment new things
• My philosophy is “Be Honest, Do your best for yourself, family and
society”
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Introduction to me
UX DESI

4. 1. What is Localization?
2. Difference between Globalization and Localization?
3. Pictorial perception of East and West
4. Challenges of Localization?
5. Localization opportunities
6. Case Studies
7. Q&A
8. Glossary
Agenda
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UX DESI

5. Localization refers to the adaptation of a product, application or
document content to meet the language, cultural and other requirements of
a specific target market (a locale).
Localization is sometimes written as l10n, where 10 is the number of
letters between l and n.
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1. What is Localization/Localisation?
The World Wide Web Consortium
(W3C) is an international community
where Member organizations, a full-
time staff, and the public work together
to develop Web standards.
The Globalization and Localization
Association (GALA) is a global, non-profit
trade association for the translation and
localization industry.As a membership
organization,
UX DESI

6. Globalization Testing ensures whether the products/services deployed is properly
functioning for any selected culture/locale
Localization or L10N is the process of transforming the products/services for a
particular region/market.
Translation plays a critical role in L10N. Ensures the products/services have aligned with
locale such as Date,Time zone, Currency, Holidays, Character Encoding and Linguistic.As
Localization testing involves primarily on translation and is worthy to have multi- linguistics
experts in place.
• Rethinking of Logic
• Differ Culture
• Way of Business working
• Accept paradigm for learning (eg., focus on individual vs. group)
• And Design
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2. Difference between Globalization and Localization?
UX DESI

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Globalization
Airport in Dubai Airport in Japan
Airport in New York Airport in Hyderabad, India

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GlobalisationVs Localisation
Multi cultural Indian Food
Domino’s Pizza global presence

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Localization

10. Brazil Africa
French Pakistan
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Localization

11. English Simplified Chaines
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Localization

12. English
German
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Localization

13. • Convey the whole story
• Mind mapping of the Story
• Stylistic Patterns
• Purpose of Spiritual
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3. Pictorial Perception of East and West
• A scene of the Story
• Details of Character and
Emotions
• Artist Identity
• Purpose of Spiritual,
personal Identity
UX DESI

14. • Language TagsFormats of Numeric, date and time, Use of currency
• Keyboard usage
• Collation and sorting
• Symbols, icons and colors
• Text and graphics containing references to objects, actions or ideas which, in a given culture,
may be subject to misinterpretation or viewed as insensitive.
• Varying legal requirements and many more things.
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4. Challenges of Localization?
Cultural Challenges
People interests, believes, emotions, behaviors and food habits
Language Challenges
Vocal, Script
Other Challenges
Govt. Polices, Environment, Legal and CurrencyValues
UX DESI
Design Challenges
Design Strategy: How to choose a local stereo for Global perspective, find Design patterns,
emotions, Behaviors, Micro interactions, customer engagements, Gamifications, reduce learn curve

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Cultural

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4. Design Challenges
Language Tags
A “language tag” or “locale” describes a common language + culture shared by a group of
users, often at a national level.
Typically represented by an identifier describing a combination of:
• 2-3 letter language code (ISO 639, parts 1 or 2)
• 2 letter country code (ISO 3166)
• Optional extensions for dialect, writing system
en – English
en-US – US English en-GB – UK English es-US – US Spanish
zh – Chinese (macrolanguage)
zh-cmn – Mandarin Chinese
zh-cmn-TW – Mandarin Chinese as spoken in Taiwan
zh-cmn-Hans-CN – Mandarin Chinese written with Simplified system, as used
in China
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4. Design Challenges
Writing System
• Direction of scan (Left-to-Right vs. tfeL-ot-tghiR)
• Character set (various alphabets, syllabaries and logographies)
Display captions
• Spelling variations, e.g. US “color” vs. UK “colour”
• Terminology variations (“lift” vs. “elevator”, “Español” vs. “Castellano”)
Display Layout
US English
Caption1 nnnnn Caption2 nnnnn
German
BigGermanTranslationOfCaption1 nnnnn
BigGermanTranslationOfCaption2 nnnnn
Arabic
nnnnn 2noitpaC nnnnn 1noitpaC
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4. Design Challenges
Units of Measure
“British Engineering” (Imperial) System – U.S.A, Liberia and Myanmar
• Feet/inches/miles
• Pounds, stone or slugs
• Fahrenheit
SI (Système International) – Rest of world
• Meters/centimeters/kilometers
• Kilograms
• Celsius or Kelvin
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4. Design Challenges
Formats: Numbers
Decimal separator – character varies
• 1,000 (US) “one thousand”
• 1,000 (Most of Europe) “one”
Readability delimiters – placement and character vary
• 1,000,000 (US)
10,00,000 (“10 lakh” India/Pakistan/Sri Lanka)
1.000.000 (Germany)
1 000 000 (France)
100,0000 (China)
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4. Design Challenges
Formats: Contact Info
Phone numbers
• (415) 644-3912 within US
• +1 415 6443912 outside US
Postal Codes (a few examples)
• US Zip Codes: 99999 or 99999-9999
• Canadian Postal Codes: A9A 9A9
• UK Postal Codes (generally):
• A9 9AA
• A99 9AA
• A9A 9AA
• AA9 9AA
• AA99 9AA
• AA9A 9AA
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4. Design Challenges
Formats: Contact Info
Address layout examples
• Line1
• Line2 etc.
• City PostCode
• Country
• Line1
• Line2 etc.
• PostCode City
• Country
• Line1
• Line2 etc
• City Region PostCode
• Country
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4. Design Challenges
Formats: Dates and Times
Dates
• Commonly, formats differ within calendar systems: does 01/06/2006
mean “January 1, 2006” or “June 1, 2006”?
• Less commonly, across calendar systems
Times – 5:00pm vs. 17.00
• 22 May 2006 - Gregorian
• 9 May 2006 - Julian
• 24 Iyyar 5766 (before sunset) – Hebrew
• 23 or 24 Rabi`-ul-Akhir 1427 (before sunset) -
• Islamic
Time Zones – 22 May 2006 12:00pm (UTC+14) = 21 May 2006 10:00am
(UTC-12)
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5. Localization opportunities
Business Expansion
Products and services
Innovations
Identify the different patterns, Creative source
Sustainable Eco-system
Respect Diversity
Empowerment
Opportunities for local people
Create and Engage Audience
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24. 1998-99
2010
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6. Case Study
• Google is an American search engine,
founded 1998, Data driven concept…
moved multinationals
• Search the world's information, including
webpages, images, videos and more
• Google Adsense
• specializing in Internet-related services and
products.

25. Localization - Doodles and Gamification
India - Rangoli India - ICC World Cup
Saudi - National Day Brazil - FIFA Cup
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6. Case Study
• Airbnb is an online marketplace and
hospitality service, enabling people to
lease or rent short-term lodging
including vacation rentals, apartment
rentals, homestays, hostel beds, or
hotel rooms
• Unique travel experience and world-
class customer service and local
experience. Founded in 2006.
• Simple and clear product.
• One of Value added pointed that
People like to consume and share
• 191 + Countries is active in
• $30 billion Airbnb’s total valuation
• 60+ millions of Airbnb guests and
• 640,000 Numbers of Airbnb hosts

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7. Q&A
UX DESI

28. Great Local Opportunities

29. A social platform for better local communities
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UX DESI
• Create Awareness
• Collaboration
• Encourage Local bodies
Mail us: uxdesian@gmail.com
Call: +91 99129 33546
https://twitter.com/UXDesian
Join with us

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UX DESI

31. http://www.humanfactors.com/newsletters/cross-cultural-considerations-for-user-interface-design.asp
W3C
Globalization and Localization Association
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Glossary
https://www.w3.org/International/questions/qa-i18n
https://www.gala-global.org/translation-and-localization-industry-standards
Globalization and Localization Association
UX DESI