Cover Photo by Artin Ghorbani on Unsplash

We talk a lot about words in this industry. We argue about terminology, style guides, and whether to use formal or informal address. But if you have been in the game for a while, you know that the text is often just the surface layer. The real work—the stuff that actually determines if a product sinks or swims in a new market—happens deep in the UX design.

It is time we look at the companies that are doing this right. These are the brands that realized translation was not enough and decided to fundamentally alter their interface, features, and even their core product logic to fit the reality of their users. Let's dig in.

1. Uber

Redesigning the core mental model for emerging markets

We usually think of Uber as a map-based application. You open it, you see where you are, you drop a pin. That is the core experience. But what happens when you take that experience to a market where older Android phones are the norm, data networks are spotty (2G or 3G), and GPS accuracy is a suggestion rather than a fact?

Uber faced this reality when they looked at India, Latin America, and the Middle East. They didn't just strip down the code to make it lighter; they created Uber Lite, and in doing so, they challenged their own product philosophy.

The Uber localization strategy

The most shocking move they made was removing the map.

For a ride-sharing app, that sounds counterintuitive. But their user research found that in places like Brazil and India, the map was actually a source of confusion. One specific user in Brazil, who was otherwise tech-savvy enough to use WhatsApp and Gmail, simply couldn't navigate the map interface. It was cognitive overload combined with technical limitations.

So, they pivoted. They replaced the map with a landmark-based location selection system. This is brilliant UX localization because it mirrors how people in these regions actually talk. You don't tell a driver "I am at 42 Main Street." You say, "I am at the petrol station near the big mall."

What does Uber do well in its localization strategy?

• Visual accessibility for the environment Uber realized that users in these markets were often outside in bright sunlight, using phones with lower screen brightness. They introduced specific color-coded status indicators—blue for requesting, green for matched. This meant users didn't even have to read the text; they could just glance at the color. This is inclusive design at its best.

• Adapting to browsing behavior In the US version, we are used to swiping horizontally (carousels) to see different ride options. It turns out, users in these emerging markets didn't realize they could swipe. They were missing out on cheaper options like Pool. Uber changed the UI to a vertical list, ranking ride options from cheapest to most expensive. They changed the interaction pattern to match the user's expectation.

• Safety protocols Localization is also about safety. In India, the app prompts users to call drivers immediately to confirm details. But in Brazil and El Salvador, users felt unsafe holding a phone to their ear on the street. So, the interface there prioritized texting over calling.

What can we learn from this?

Uber teaches us that no feature is sacred. Not even the map. If the user's environment—their network speed, their phone storage (Uber Lite is only 5MB compared to the standard 40MB), or their safety concerns—conflicts with your design, the design has to go. As UX writers and localizers, we need to be the ones raising a hand and asking, "Is this map actually helping, or is it just getting in the way?"

2. Netflix

Algorithmic empathy and visual localization

Netflix has a massive catalog, and they face a unique problem: how do you get someone in Tokyo to watch a show produced in Madrid? You might think subtitles are the answer, but the localization starts way before the user presses play. It starts with the thumbnail.

The Netflix localization strategy

Netflix doesn't just translate titles; they algorithmically localize the artwork. They treat the movie poster not as a static asset, but as a variable piece of UI that changes based on who is looking at it and where they are.

What does Netflix do well in its localization strategy?

• Culturally adapted artwork This is where data meets design. Netflix discovered that different cultures respond to different visual cues. For the same movie, they might display artwork highlighting romantic elements if the user is in a market that responds well to romance, or they might switch to artwork featuring a cast member who is famous in that specific region. In more conservative regions, the artwork might be adjusted to be more family-oriented to avoid alienation.

• Regional content curation They lean heavily into local calendars. During Ramadan in Muslim-majority countries or Lunar New Year in Asian markets, Netflix doesn't just sit back; they create specially curated content collections. This makes the platform feel less like a foreign invader and more like a local entertainment hub.

• Infrastructure empathy We often forget that UX includes performance. Netflix adjusts streaming quality based on regional internet reliability and rolled out enhanced download features specifically for areas where staying connected is a struggle. If the video buffers, the localization has failed.

What can Netflix improve?

While their algorithmic approach is impressive, it walks a fine line. There is a risk of reinforcing stereotypes by assuming what a "user in region X" wants to see. True localization requires a human touch to ensure that the data isn't leading the UX into a culturally insensitive corner. Also, relying heavily on algorithms can sometimes hide content that users would like if they were just given the chance to see it in its original context.

3. Yahoo Japan & Sony

The information density divide

If you have ever opened a Japanese website and felt a mild panic attack, you are not alone. There is a fundamental difference in how Japanese users and Western users process information on a screen, and companies like Yahoo Japan and Sony have leaned into this rather than fighting it.

The Japanese interface strategy

In the West, we are obsessed with minimalism. White space is king. We want one clear Call to Action (CTA). But research shows that Japanese users often view "clean" designs as empty or untrustworthy. They prefer high information density, allowing them to see the full scope of options before making a decision.

What do these brands do well?

• Yahoo Japan: Embracing the clutter Compare Yahoo Japan to Yahoo USA. The Japanese version is a dense, text-heavy interface with sectioned frameworks. It uses icons and symbols to separate typography sections rather than white space. This allows users to browse extensive information on a single page without clicking through hidden menus. It respects the user's desire for a "holistic" view of the content.

• Sony: Contextual navigation On Sony's US site, products are listed for quick, analytical navigation—get in, find the category, get out. On the Japanese site, the "Products/Services" menu groups options differently, expanding into categories across multiple pages to provide context at every single step. It is a slower flow, but it builds trust.

• Microsoft: The Genko setting I have to give a shout-out to Microsoft Office here. They didn't just translate the menus. They added a Genko setting to Word, which allows for vertical writing (right-to-left vertical lines) and handles the grid layout used in Japanese manuscripts. They also support character conversion between simplified and traditional Chinese. This is a feature-level localization that acknowledges that the tool needs to work differently to support the language.

The takeaway

Don't let a Creative Director in New York tell you that a design "looks too busy" for a market in Tokyo. If the users want density, give them density. Localization means advocating for the user's preference, even when it violates your own aesthetic principles.

4. Grab

Beating the global giant with hyperlocal features

The battle between Grab and Uber in Southeast Asia is a masterclass in UX localization. Uber came in with a polished global product. Grab came in with a product built for the messy reality of Southeast Asia. Grab won.

The Grab localization strategy

Grab understood that Southeast Asia isn't just "Asia." It is a diverse region with specific infrastructural challenges that a Silicon Valley app couldn't address.

What does Grab do well?

• Cash is king Uber launched requiring credit cards. Grab accepted cash from day one. In a region where a massive percentage of the population is unbanked, this was the deciding factor. It wasn't just a payment option; it was an accessibility feature.

• Hyperlocal transport modes Traffic in Jakarta or Bangkok is not like traffic in Seattle. Being stuck in a car can take hours. Grab introduced GrabBike (motorcycle taxis) to weave through traffic. Uber was slow to adapt to two-wheeled transport. Grab simply looked at how locals moved and built a UI for it.

• The "Super App" integration Grab didn't try to be an island. They integrated with WeChat, Alipay, and Kakao T, allowing travelers to book rides without even downloading the Grab app. They also built a "Traveller homepage" that lets visitors explore the city within the app before they even arrive.

• Driver ecosystem They didn't just localize for the rider; they localized for the driver. GrabPay allowed drivers to access their earnings instantly to pay for fuel, rather than waiting for a weekly bank transfer. This understanding of the driver's financial reality built a loyal fleet that Uber couldn't match.

What can we learn?

Localization isn't just about the end-user; it is about the ecosystem. Grab looked at the drivers, the traffic conditions, and the banking infrastructure and designed around them.

5. Steam

Pricing as a UX feature

We don't talk about pricing enough in UX, but if a user can't afford your product, the experience is over before it begins. Steam (Valve) has one of the most sophisticated regional pricing strategies in the world.

The Steam localization strategy

Steam doesn't just convert currency. They use purchasing power parity. A game that costs $60 USD is not just converted to the equivalent amount in Rupees or Lira. It is priced according to what a user in that economy can actually pay.

What does Steam do well?

• Economic accessibility For a game priced at $129.99 USD, the price in Japan might be ¥14,200 (a 4% increase), but in India, it might be ₹5,200 (an 86% increase from old pricing, but still significantly cheaper than a direct USD conversion would be). In Argentina and Turkey, they have had to make massive adjustments (up to 480% increases recently) to keep up with hyperinflation, but the goal remains the same: make gaming accessible.

• Fighting piracy with convenience By pricing games at a level that is fair for the local economy—for example, a $60 game costing the equivalent of $15 in Argentina in the past—Steam made it easier to buy the game than to pirate it. This is a UX decision. They removed the friction of cost.

The takeaway

If you are just changing the currency symbol from $ to €, you aren't finishing the job. You need to look at the economic reality of the market. This is a conversation UX writers and localizers should be having with the product and finance teams.

6. Google

Geographic information borders

Finally, we have to talk about the invisible localization that happens in the search bar. Google changes the reality you see based on where you are standing.

The Google strategy

Google Search results are fundamentally different depending on location and language settings.

What does Google do well?

• Contextual imagery If you search for "God" in image search, the results vary wildly. In Europe, you might see bearded men. In Asian countries, you see Buddha. In the Middle East, you might see Arabic calligraphy. Google localizes the concept of divinity.

• Political and historical context This is controversial, but it is a form of localization. A search for "Tiananmen Square" in the UK shows tanks and protests. In China (or Chinese-language searches), it often shows tourist photos of the square. While this touches on censorship, from a UX perspective, it demonstrates how location dictates content delivery.

• Hyper-local utility On a more practical level, Google prioritizes proximity. Search for "coffee," and you get the cafe down the street, not the most famous cafe in the world.

Wrapping it up

So, what is the common thread here? None of these companies stopped at the spreadsheet.

Uber changed its code. Netflix changed its art. Grab changed its business model. Steam changed its pricing.

If you are working in localization, you need to push for more than just word swaps.