Work with localization
As content designers, we are always encouraged to think about our global audiences. It is critical to write content that is suitable for all geographies and cultures. This can be achieved only when content designers and localization partners work hand-in-hand to deliver top-quality content. To improve the ways of working between these partners, I helped develop a "Localization process" which ensured that localized experiences truly reflected the brand's identity, tone, and voice, with nothing being "lost in translation".
Why the process change was needed, the gaps
The process change was needed as there were existing gaps in the way the localization teams got requests or understood the "what" and "why" of a project. Content designers were not actively involved when translations were being carried out. On the other hand, the localization team did not get the needed timelines to finish their work as they were brought in quite late into the project.
Painpoints from research
Research across multiple markets showed that the translations sounded robotic and unnatural. Cultural nuances weren't being considered, straying away from the brand identity, leading to mistrust among users.
The new process
The new process brought in a more holistic way of working where content designers worked more closely with Localization. The content designer's responsibility was to keep the localization partners informed of new projects with kickoff calls, and have walkthroughs showcasing the content strategy, discuss possible translated vs. localized changes, terminology, etc.
This ensured that the localization team was made aware of projects earlier on, understood the scope, and were able to plan their pipeline and timelines well in advance.
The impact
As we worked with the localization team, we were also able to draw up learnings and a list of considerations for content designers to use. This helped the team design quality experiences that suited different markets with cultural nuances in mind.
