From Zero to Hero: Product Localization for Global Markets - Deepstash
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What Is Product Localization and Why Is It Important?

What Is Product Localization and Why Is It Important?

Product localization means adapting or modifying a product or service for a given language, culture, or region. Many confuse localization with translation, but the truth is that translation is only one part of the process. 

For a new target audience to trust and buy your product, it has to look and feel local too. This includes using local address and date formats, displaying the correct currency and units of measure, choosing appropriate colors and graphics, and much more.

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What Does an Ideal Product Localization Workflow Look Like?

Before you start your product localization, there is one essential step to complete: getting the right team together. Your localization workflow will typically involve product managers, developers, translators, and UX designers. 

When your localization needs grow, you might want to engage a dedicated software localization engineer to oversee and drive the entire process beside having a translation or localization project manager. Once the roles are clear, you can get started with the following steps:

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Internationalizing Your Product

Internationalization (i18n) is fundamental for successfully localizing mobile apps and other software. As part of the product development process, it enables localization on a technical level. 

The key here is to separate source code from localizable elements. When you can rely on a single code base for every version of your product, it is much easier and quicker to adapt the software to a new market.

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Preparing a Localization Toolkit for Translators

There are different channels that you can leverage to provide context for your translation team:

  • Specific project guidelines or a project brief outlining the scope, scale, timeline, and detailed requirements of the assignment,
  • Foreign language documentation and product or industry-specific glossaries will ensure the correct use of established terminology unique to your business,
  • Images, diagrams, illustrations, as well as user interface screenshots attached to each translation key individually can provide translators with greater visual information.

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Translation and Review

Aside from glossaries and style guides, translators take advantage of computer-aided translation (CAT) tools to increase their efficiency and translation quality. One of the most widely used is translation memory. By collecting previous translations in a single database, it suggests matching results from past projects while translating new content, thereby ensuring overall consistency across all of your translations. 

Additionally, translators should have access to communication channels where they can ask questions and clarify any uncertainties with your developers.

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Testing and Quality Assurance

Businesses often rush or even skip this step to release their localized software more quickly — with dire consequences. Just a small error in the code can make the software look broken. 

And a wrong translation of a headline can put off users immediately. Now is the time to find and fix any bugs before your customers notice them.

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Releasing the Localized Product

When you have completed all tests successfully, then there is only one thing left to do: releasing your localized product to your new target market. Collecting direct feedback from your users is invaluable in identifying further opportunities for improvement.

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How a Translation Management Tool Will Make Your Life Easier

While you could try to accomplish everything manually yourself, you will be infinitely faster and truly effective if you let a translation management system (TMS) do the heavy lifting. 

Allowing your team to work together on a shared interface across geographies and time zones, you will not only avoid common mistakes in software localization but also make the whole process fast and painless. 

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Product Localization Is Not a One-Time Thing

Businesses that localize their products have an easier time gaining the trust of new target audiences. Consumers around the world simply expect a seamless user experience in their own language. With that in mind, the question is not if you should localize your product, but how you will do it. 

The localization process is not an insurmountable hurdle, and it should not stand in the way of your expansion goals, no matter how ambitious they may be.

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