If you haven’t yet, now’s the time to acknowledge the hard truth: We’re way past the point of no return, at least when it comes to AI usage in localization. Machine translation, artificial intelligence, and automation powered by AI are transforming the way companies localize. and buyers are clambering over each other to get on the tech train. And really, why shouldn’t they? For starters, these latest technologies are already saving companies millions, and passing on that opportunity makes no business sense. If there’s a revolution, the ones who’ll benefit most are the ones at the forefront of it. But it’s not really all about money. All that newfangled tech not only helps cut costs and save time. It also makes localization an achievable goal. As the entry barriers lower, we're seeing an increase in global accessibility, which can only be a positive development. To put it simply: In a few years, even tiny, niche products will localize their UI into multiple languages, because it’ll be so easy to do (not to mention, cheap). And that means people all over the world will have more access to new tech, new opportunities, new tools, and ideas. Think about the social implications: increased access to information, equal opportunities, and cultural exchange. Who knows what global growth this revolution will lead to? I certainly don’t, but personally, I’m here for that future. But while the AI revolution is taking over the loc industry with staggering speed, it does beg a big question: How can we maintain great quality in this new age of automation? In this article, I'm going to suggest a framework designed specifically for this digital landscape we find ourselves in. In a nutshell, I’m proposing we use this change as an opportunity. Not to invest less in localization (less time, less money, less effort) – but to invest in other aspects, instead. By shifting our focus away from manual processes and file transfers, we can finally zero in on what really matters: providing mind-blowingly good experiences for users across the globe. So, grab a coffee, and let’s start by addressing a very important question. In this guide What is quality in UX The old way to measure quality in localization A new framework for UX localization quality Implementing the quality framework Step 1: Understanding the potential breaking points Step 2: Prep your team and process Step 3: Design a process that brings better results Step 4: Test for quality Step 5: Put the data to work FAQ The very important question: What is quality in UX? Quality is a term we throw around a lot, but when it comes down to it, we often struggle to define it. How this was done in the past: The translation quality matrix Traditionally, translation companies used a quality matrix to measure translation quality. The metrics included gave companies a standardized framework so that they could compare translations and translators, giving each of them a numeric quality score. For example, companies would often ask testers to rate a translation for: 1. Severity Higher severity rating was given to more significant errors, those that impacted the meaning or the readability of the test. A common classification system could be, for example: Critical: Major errors that significantly change the meaning of the text or make it incomprehensible. Major: Errors that lead to a partial loss of meaning or significant confusion, even if users would still manage to understand the text eventually. Minor: Errors that impact the meaning or readability a bit, but nothing too critical - like minor inconsistencies or awkward phrasing. 2. Error category On top of severity, testers were asked to classify each error into categories, so that companies could do a more detailed analysis of the translation quality. Common error categories include: Mistranslations: Incorrect translation of words, phrases, or concepts. Omissions: Missing words, phrases, or content from the source text. Additions: Unnecessary words or content not present in the source text. Grammar: Errors related to syntax, morphology, punctuation, or other grammatical aspects. Style: Inconsistencies in tone, register, or terminology, as well as inappropriate use of idiomatic expressions or cultural references. Generating the quality rating Once they got the results, companies would organize them in something called a quality matrix. They’d use this to get a clear and comprehensive overview of translation quality and calculate the translation’s quality score. Basically, each error got a specific point value based on its severity level. The total number of points is then divided by the total number of words or segments in the translation. The result is a final quality score that can be compared across different translations or projects. Translators and reviewers would often get a rating scale. They could assess translations based on the quality score and the error matrix, and give them a final “grade”, such as: Excellent: Minimal errors, with no impact on meaning or readability. A translation of outstanding quality. Good: Some minor errors, but overall a high-quality translation that conveys the intended meaning effectively. Fair: A moderate number of errors, with some impact on meaning or readability. The translation may require further revision. Poor: A high number of errors or significant issues with meaning or readability. The translation is likely to require extensive revision or retranslation. Quality in UX: The quality matrix doesn’t cut it anymore The quality matrix was widely adopted because it was, first and foremost, easy to use. It’s so much easier to evaluate how things are going when you can just slap a grade onto each piece of copy or every linguist. When buyers asked about how quality was managed, vendors could say they “only work with the highest-rated linguists” and wax poetic about high standards and processes that maximize quality. In reality, it’s incredibly hard to quantify and measure good UX copy. Because of how subjective it is, and how fluid audiences can get, trying to define high-quality copy in numbers only is a bit like grasping at clouds with a pair of tweezers. For this reason, companies dealing with UX localization have to develop a more comprehensive understanding of translation quality. It’s simply essential if we want to have any real control over the quality of the localized microcopy results we get. Sure, a product with subpar UX might still work – people could understand the text and figure out how to use the product. But the experience would be, well... not so great. 😕 And who wants that? Quality for UX: A new framework When we talk about quality in UX localization, we're not talking about the number of errors in a translation or how well date formats were converted (though those are important too). The components of good UX writing are more like the users themselves – flexible, widespread, and varied. You can't easily put a number on them. However, some sort of framework is definitely needed if we want to be able to methodically evaluate the quality of our localized UX copy. This is especially true since we’re almost never able to actually read the localized UX copy (we rarely speak the language). We’re putting our trust in other consultants, reviewers, and proofreaders, basing our efforts and evaluations on their feedback. A joint frame of reference is even more critical in that case. It evens the field and creates mutual ground for discussions. The framework I’m offering for quality in UX localization focuses on three key dimensions: Fluency (or "naturalness") Usability (or "helpfulness") Personality (or "uniqueness") Let’s break each of these down to see exactly what they mean. Fluency (naturalness) Fluency refers to how well the localized copy reads in the target language. And yes, fluent text should be grammatically correct, free of spelling and punctuation errors, and follow the conventions of the target language. But it goes way beyond those basic technical requirements. In essence, fluent text reads as if it was originally written in the target language. It doesn’t feel like a translation at all - which means it often drifts far apart from the structures of the source copy. Fluent localized copy is also often full of interesting and unique language structures, idiomatic expressions, cultural references, and colloquialisms. Of course, these are adapted appropriately to ensure that the text feels natural and engaging to the target audience, and not just a pale imitation of the source. It’s hard to describe how fluent text feels to those who only speak one language, especially if their native language is English. But the multilinguals reading this can surely imagine. Copy can be 100% technically correct, and still completely non-fluent. It would feel stiff and alienating, while still get a perfect score in the traditional quality matrix. Usability (helpfulness) Usability is all about how effectively the localized copy helps users navigate and interact with the product. Good usability means that the copy should be clear, concise, and informative, guiding users through the product's features and functionality with ease. The text should be easy to understand and follow, avoiding ambiguity or confusion. It’s useful to start by following the source copy, but often, making localized copy as helpful as possible requires some adjustments. Each culture approaches challenges and tasks differently, so naturally, the instructions and help texts accompanying those should be different as well. From the way information is organized to the phrasing chosen. Evaluating copy for usability is hard to do without testing it with users. Even if you’re lucky enough to work with testers who match your user persona, they naturally know much more about your product than the everyday user. Therefore, to truly measure copy usability, you’ll need to run user testing - just like you would with your source copy. Personality (uniqueness) Personality is the distinctive voice of the brand, designed to reflect the brand identity and appeal to the target audience. A strong and consistent personality helps create an emotional connection with users, making the product more engaging and memorable. A strong brand voice can be a wonderful differentiator and an overall significant asset for brands. Despite that, brand voices are rarely used in localized copy. Getting the brand voice to be reflected in all languages requires significant prep and tight collaboration with the linguists themselves. Most companies aren’t equipped for that, as they follow protocols that prioritize speed and cost over quality of experience. On top of that, personality is rarely taken into account in the quality matrix - though it’s sometimes mentioned under “fluency” as an afterthought. Since it’s not highlighted as a priority, linguists don’t invest as much time to make sure the voice is reflected in their localized copy. This means that the brand voice is usually one of the first ones to go, resulting in a poorer experience for those localized languages. Implementing the quality framework for UX localization Evaluating our localized results based on this framework would be a big step forward. Instead of checking box after box of technical data, we’ll be checking the copy actually supports a great user experience. But even with a clear framework in place, measuring quality is tricky, for several main reasons. To make sure our efforts actually lead to success, we start by preparing ourselves and understanding what can go wrong. Step 1: Understanding the potential breaking points If we understand where things might go downhill, we can proactively tackle the problems before they get too big - for an overall smoother localization journey. Mapping the localization process To kick things off, we need to have a clear end-to-end understanding of our localization process. This means identifying all the people, vendors, and departments involved, and figuring out who and what is impacted by their work. You can ask yourself these questions: Who are the key people in the process (e.g., translators, writers, developers, designers, project managers)? Who is dependent on whom, and how do they interact? Where could things potentially break down, and what would be the consequences of these breakdowns? Once you've mapped out your localization process, it's time to take a look at each point and assess the impact it has on the overall quality. Identifying quality impact points Each point of data transfer and each person involved have the potential to implement the quality of the results. Now that we have a framework to work on, we can think about what can be done to improve quality at each of these crossroads. We can also consider what shouldn’t be done - what practices can break things or damage quality in other ways. Not all breaking points will have a direct impact on quality, but some may have a ripple effect that ultimately influences the experience for the end user. For example, developers may not write copy, but their work can impact quality in other ways, such as: Ensuring that the product can handle different languages, scripts, and text directionality Properly implementing localization tools, such as translation management systems Providing ample support to translators and other localization professionals during QA Similarly, designers can have an impact on copy quality by: Creating layouts that allow for text expansion Providing context-rich information including screenshots and mockups Choosing the right typography for each market Adapting visual elements to align with cultural preferences and norms. These are just some examples. Get creative and try to list all potential pitfalls. You can even work with an AI brainstorming tool to mine for things you haven’t thought of yourself. Understanding your markets Before you go ahead, make sure you have a deep understanding of the markets your product is serving. Don’t just count on your linguists or vendors - as professional as they are, it can’t replace having first-hand knowledge of the culture, social circumstances, and other elements that impact user behavior. Having that knowledge will prove infinitely helpful when you need to anticipate potential breaking points and adapt your localization strategy accordingly. Consider the following questions as a starting point: What languages and cultures are you targeting? Are there any unique challenges or opportunities associated with these markets (e.g., legal requirements, cultural sensitivities, technological constraints)? Who can give you more information? How can you leverage local expertise to improve the quality of your localized UX? You can use the Localization Station market analysis template for localization to help guide you through this step. After thoroughly analyzing your localization process, identifying potential breaking points, and understanding your target markets, you can go ahead to the next step: Prepping your team to create the foundations for higher-quality UX. Step 2: Prep your team and process When you’re all better prepared, you’ll notice the problems don’t get a chance to grow. Your team identifies them long before and is able to figure out exactly how to solve them. Here’s how you get everything ready. Empowering your team members You want to begin by helping each person on the team understand their role – as well as the impact they have on quality. Those insights you got in the previous step? This is where they come into play. Often, team members who are not directly involved in localization don’t even know how much of an impact they have. They’re not familiar with potential issues, so they don’t know to look out for them as they work. They assume localization quality is only determined by the skill of the translator, but we already know this isn’t the case. The first thing you need to do, in that case, is to help them learn. This means you want to clearly communicate each team member's responsibilities when it comes to localization, as well as the expectations around quality. You want them to understand what quality means for your company and for the product, and what parts of their job have an impact on those results. If needed, provide training and resources that will help them improve their skills and contribute to a better user experience. This can be training on localization management, UX writing, user experience design, communication practices, or anything else that you feel could be helpful. Overall – and this is true for any endeavor – strive to create a culture of open communication. Team members should feel comfortable discussing their challenges when it comes to localization. And they should be encouraged to share their ideas for improvement. Who knows, their unique skills could actually lead to significant breakthroughs in your process. Establishing periodic checkpoints Now that everyone is engaged and ready to make localization magic, you want to keep that energy alive. Bake periodic checkpoints into the localization process, so that you can all work together for better localized UX. These checkpoints can look different based on your company culture, the way you’re used to working, and the preferences of your team. For example: Have multi-team meetings to discuss progress, challenges, and opportunities for improvement Create metric review sessions to analyze performance data and identify areas of concern Set QA sessions with cultural consultants from your target markets, to ensure that localized content is accurate, relevant, and culturally sensitive Run user tests to gather real-world feedback, then review that with your team to fine-tune the user experience Whichever format you choose, these checkpoints can help you create a more structured, collaborative environment that’s truly committed to (the right kind of) quality. Learning more about your local market Lastly, understanding what constitutes a great user experience in each of your target markets is crucial. Don’t assume you know this. The assumptions you make based on your own culture may be way off base, and you’ll find yourself wasting time and money. To gain those valuable insights, you can have exploratory sessions with consultants or local experts in each of the markets you’re localizing into. These sessions can help you: Identify what potential pain points you can address for your users in those markets (they may be the same as those in your original market, or slightly different) Understand the cultural preferences and norms that could shape users' expectations and experiences Discover opportunities to delight users and make your product stand out in each of these markets Once you and your team are ready, you can start running through your localization process. Step 3: Design a process that brings better results As you go forward, you want to make sure that the process you’re using supports good localized UX - i.e. that it’s helpful in creating translated copy that’s fluent, possible, and on-brand. These days, with machine translation and automation, this means something a bit different than before. A lot of manual labor is being phased out, and new, unique challenges arise instead. To set yourself up for success, there are a few things you should keep in mind: Keep humans in the loop Yes, tech has come a long way. Yes, nowadays we’re using chatGPT for anything from planning trips to planning recipes. But human expertise still plays a critical role in great UX writing. Machines can translate text quickly and accurately, but they can't fully grasp the nuances and cultural sensitivities involved in crafting a truly localized experience. The quality of copy you can get out of your MT depends on several factors: The language pair, the context matter, the type of MT you’re using… You can try machine-translating your UX copy and evaluating the results, but even in the highest-resource language pairs, you’ll still need a human eye to tweak the copy, for a few reasons: For now, MT can’t take into account any visual context. Your AI translator won’t be able to tell where the copy you’re asking it for will be placed, or if there are any supporting visuals. This means poor usability. MT also doesn’t consider the knowledge level of the audience, nor what they did before they reached this specific UI point. It has trouble nailing copy that fits within the flow of the product. Again, bad for usability. MT has a tendency for literal translation, since it can’t really take in any of the surrounding context. It also happens since the corpus used to train MT engines was often written in stiff, formal language - while UX copy tends to be more plain and straightforward. This is a significant issue in UX translations, where copy is split into small strings that are seemingly distinct from each other. And, of course, it’s not ideal for fluency. And, for the moment, MT fails spectacularly on the personality front. ChatGPT’s been getting more flexible when it comes to voice, but it has a hard time nailing the exact brand voice - and that’s when it’s given exact voice guidelines or plenty of examples. For localized copy, MT almost always defaults to that generic bot-like voice. Snooze. Working with MTPErs Who Understand UX The humans you work with? They should not only have a strong command of languages — but also understand UX and know how to write UX copy. Especially in MTPE, it’s less about the grammatical correctness of the copy, which MT can handle fine. It’s more about taking that raw MT output and turning it into a useful, unique, natural user experience. Once you work with the right MTPErs and have enough confidence in their abilities, you can give them a bit more freedom and flexibility. Creating fluent copy under stifling, strict rules is nearly impossible, because language is flexible on its own. Letting your linguist veer off the course of the source copy is crucial if you want their localized texts to feel fluent and natural. Skipping proof and adopting a two-stage QA approach Traditionally, translation and localization projects always include a proofreading step. When projects reach QA, linguists are asked to avoid any unnecessary changes. They’re expected to only flag issues that are very critical, like blunt errors and potentially offensive copy. I would like to argue that proofreading in a contextless environment, or proofing based on screenshots and mockups alone, is far less effective than proofing during QA. A lot can change in the final version, and you want to give linguists the option of changing things around once they actually see the copy live. Instead of the traditional proof-and-QA process, consider skipping proof and implementing a two-stage QA process. In the first QA round: Allow testers to make any necessary changes to the copy. This stage is all about identifying and fixing issues that may have been missed during the initial MTPE process. After testers have completed their revisions, let the original MTPErs/linguists review the changes to ensure they work well within the context of the product and maintain the intended meaning. Finalize the changes and implement the copy to get things ready for the second (final) round of QA. In the second QA round: At this stage, most of the copy should be good. Now you can focus on high-level comments that either highlight definite errors or have a significant impact on the user experience. Require testers to justify each comment they make during this stage. This approach encourages critical thinking and helps ensure there are no unnecessary preferential changes being made. Step 4: Test for quality The tests you run during QA should also be ones that prioritize the user experience, focused on the 3 dimensions of localized UX copy quality. The texts are just one part of the overall experience, and all pieces are tied together. You want to give your testers the ideal conditions so that they can assess the quality of the final experience. If you’re having two QA steps as suggested above, you’ll want these conditions to support them as they improve the experience – through changes and adaptations of the copy. Providing enough context Conducting QA in a contextual environment can significantly improve the results, as you can probably imagine. Of course, there’s no way to perform QA without context. Usually, testers are either given screenshots or a testing environment for them to use. The more context you can provide, the better they’ll be placed to analyze and improve your localized experience. Based on that logic, performing QA within the actual app – live or through a testing environment – is the ideal way to go. It lets testers understand exactly how well the copy will fit within the overall design and layout. That being said, combining this with in-context editing in the localization tool can be a game changer. Not only can testers evaluate how the copy looks now, but they can see exactly how it’ll look after each fix. This can dramatically decrease the amount of iterations you’ll need after QA. Either way, make sure you also provide testers with the full context of the product, including its purpose, target users, and the state of mind of the users as they use the product. Those are critical to understanding the experience and addressing potential UX issues in the localized product. Gathering both qualitative and quantitative results Quantitative data is easy to analyze and simple to visualize. And it can help inform your decisions about which markets need work and which linguists you want to keep working with. To collect it, you want to ask your testers to rate the copy in terms of fluency, usability, and personality. Ask them pointed questions like: Does the copy feel like it was written in your language? Is the copy clear and easy to understand? Do you feel like the users would be able to navigate this product easily? Is the brand voice reflected in the copy? To get a true understanding of the quality of your localized UX copy, you can’t stop at numbers. The information you get from quantitative data is painfully lean. Not only that, but quantitative data alone can lead to plenty of misunderstandings, especially since you and your testers come from different cultures. If you have testers explain – in their own words - how they feel about the copy’s fluency, usability, and personality, it’ll help you make sure you’re on the same page. You can even ask follow-up questions and gain more insights into their thought process and reasoning. Plus, qualitative insights will help you get a deeper understanding of the three dimensions, and how well they’re implemented in the localized copy. A fluency rating between 1 and 5 is significantly less detailed than a long-form free-text answer explaining how fluent the copy feels. Scheduling out-of-sprint tests Often, companies only perform QA when a new feature is launched or some new copy is added. This puts the spotlight on new copy only, without looking holistically at the entire product. Older copy doesn’t get tested after its initial release, especially if it’s not placed near the new copy in the product. Adding out-of-sprint checkpoints can help with that. By reviewing the entire product from time to time, you can identify and address any issues that may have been missed or that came up later, while new copy has been incorporated. In these checkpoints, you can have testers or linguists review the product, just like you would in a regular QA task. Only the QA script does not focus on a new feature, but on key contact points in the product as a whole. Alternatively, you can test the localized product with real users, watching them as they experience the UX themselves. These checkpoints will help maintain a consistently great experience in all languages. Testing with real users, too QA testing with linguists and language testers is a critical step, and one that can help you weed out the critical mistakes. But your linguists are not your users. If they’re professional, they can give you valuable insights into the copy’s personality and fluency. And they can make educated guesses about usability, too. But they can’t know for sure if your copy is truly usable. The only way to get this information is through user testing. As with QA testing, you want to combine both quantitative and qualitative data in your research, to get your users’ real feelings about your product. You also want to try and use a wide variety of UX research methods. For example, you can do: Usability testing: Observe users as they interact with your localized product, identifying any issues or areas for improvement. Surveys: Collect feedback from users on their overall experience and specific aspects of your localized product. Focus groups: Bring together small groups of users to discuss their experiences, preferences, and needs in relation to your localized product. A/B testing: Test different versions of your localized product to see which one performs better in terms of user engagement, satisfaction, and other relevant metrics. These methods will help you get detailed insights that’ll impact the paths you choose to take later. Step 5: Put the data to work Alright, so you've put in the effort, gathering all that valuable feedback, running tests, and keeping an eye on your UX localization game. Now it's time to make that data work for you. Here's how to take all those great insights and use them to make your localization even better: Analyzing the data First things first, take a good look at all the data you've collected - from both QA and user testing. You want to look at all types of feedback at this point: Specific, pointed feedback (”this is missing a comma”) - This includes comments that refer to objective errors in specific strings or pieces of copy. If there’s too much of this, you’ll want to try and understand why that is. Talk with your loc team to try and pinpoint what went wrong and how you can prevent that from happening in the future. General framework feedback - These are comments that have to do with the fluency, usability, and personality of the copy. Here you want to keep an eye out for any patterns and trends – since those can help you understand what's working and what needs improving. Making a to-do list Once you've got a handle on your data, it's time to figure out what needs fixing and how it can be done. Prioritize your to-do list based on what will make the biggest difference to your users' experience. Once you know what you need to do, share your list with the team. Tell them what you’ve learned and ask for their ideas on how to make things better. Ideally, you want your entire team to be present – or at least go over the insights later. It'll help everyone understand how their work affects the user experience, and might just give them the motivation they need to keep improving the localization process. Using your data to make decisions Finally, after any issues are fixed, use the relevant data to make smart decisions about your localization strategy and process. Maybe you need to focus more on a particular language or invest in better translation tools. Maybe your UI in a specific language needs some work, or the team in one of your languages needs additional investment. Whatever the case, making data-driven choices will help you put your efforts where they count. Keep using your data to make your localization better. Update your guidelines, chat with your team, and make sure everyone's working together to keep the experience the best it can be. Some questions Do you do this for every localization task? It depends on several factors, like the size of the task, the amount of time you have, and budget, of course. I’d do some level of QA after any localization task to weed out the issues. You can then analyze the data periodically to keep improving the fluency, usability, and personality of your product’s UX copy in that language. Who should test your copy? Ideally, you want to work with professional LQA testers - people who have both linguistic capability and the technical skills needed to go over your UX copy. If that’s not possible, I would recommend running QA step #1 with linguists, providing them with easy-to-use assets like screenshots and videos. Then, run QA step #2 with QA testers to find additional usability issues. Got any more questions? Get in touch!

Effective communication is always critical - but it’s especially crucial in localization. Localization experts and product teams need to be able to swap questions and discuss translation choices. This way, they can create a version of the source that will resonate with people in the new target market. Here's how to make this work. Localization experts have an intimate knowledge of their language and culture - that’s basically part of the job description. They know the grammar, the style, the current affairs, the different cultural currents that pulse under the surface. They can tell if a piece of copy would work or sound awkward. If it’d delight people or offend them. And product teams have an in-depth understanding of their product. They take part in the research, talk to the dev team daily, help design the source content. They can say what the product is there to do, how it helps people, and why each piece of copy was selected and phrased the way it’s phrased. The real magic takes place when they come together. Then, they can ensure that the localized version of the product captures the essence of the source. That it still fulfills all the goals the product team charted. Still fits the vision the company set. Still uses the same voice and gives off the same vibes. But at the same time, still a good fit for the new market - not using the original (let’s face it, English) version as a blueprint. But for this to happen, both teams need to fully understand each other’s objectives and perspectives, and work together to ensure they get a localized version that works. Through healthy communication, they can leverage each other’s expertise. But effective communication isn't always easy - and that’s especially true in localization projects. Language and cultural differences can make it difficult for people to accurately convey what they mean, and it can be challenging to bridge the gap between the two sides. Basically, people’s view of the world is based on their cultural backgrounds. So if team members come from completely different cultural starting points, we’ll need to be extra careful to get everyone on the same page. But still, there are things you can do from the get-go to ensure communication runs smoother in your localization project. How can you improve communication in localization? Start by getting everyone on the same page. If you want your entire team to work towards the same goals, you need them to know what they are. If you want them to write good copy for your target audience - they need to know what it is. If you want them to cleverly adapt your brand voice into their language, then - you got it - they need to know what your voice is. Giving them that critical information at the beginning of the project, in a digestible and clear way, is one of the most important things you can do for the success of your project. There are several ways to convey that information. I’ve gotten detailed emails, days-long training, and team-wide video calls before. But most teams go with the tried-and-true localization brief. And it’s a solid method, as long as you create your brief well. Psst: We have a free e-guide on writing great localization briefs - click here to get it. Have a language lead: Get someone who can bridge the gap between your localization experts and the product team. This isn’t always a viable option, and it depends on how much copy you localize in that language on the reg. But if you can justify the cost, language leads can take a lot of the load off your shoulders, and help make the interaction much smoother. Language leads basically act as middlepeople (that’s a word), helping both sides understand each other's perspectives. And since they “own” the language, their watchful eye helps weed out errors before they make it to production. They often facilitate open and honest communication between both sides, making sure that feedback is addressed on time and no queries fall through the cracks. Get to know your linguists: Establishing a relationship with your linguistic team is a great way to encourage open and honest communication. Once people know your face (and you know theirs), they’ll feel much more comfortable reaching out with questions and feedback. As a bonus, they’ll also feel more included and appreciated, which is always a plus when you’re managing a team. Set up a clear process and format: Any query system can get messy fast, unless you’re enforcing some sort of standard. To prevent this from happening, define a clear process and format for communication, and make sure everyone are familiar with it before you get started. Explain the logic behind it, as it’ll motivate people to follow through. Keep your method simple and clear - the more complex you make it, the harder it will be for your localization experts to follow it. Also, let everyone know how important it is to be as clear and concise, provide examples and take time to make sure the other side understood. This will help to avoid confusion and ensure that the replies you provide will be received and implemented. Set up a mid-project status call: Regular check-ins or progress meetings are a great way to ensure that both teams are on track, and address any issues that might have come up. They also help maintain that aforementioned relationship, which is crucial for good communication. Don’t overdo it with meetings, since that would just be wasting people’s time. But even a short 15-minute call mid-project can help you stay on top of things. Stay open to feedback and suggestions: Your linguists are likely to have an opinion about your copy, and about how it’ll be accepted in their market. And while it’s hard to accept feedback from external vendors, set your ego aside and consider their comments seriously. Sometimes, they won’t be relevant. Other times, technical issues will make them impossible to implement. But plenty of the comments will contain priceless cultural insights. These can either lead to some adaptations to your copy, or even contribute to product choices you make later on. By being open to feedback, you can make sure you don’t miss on those valuable nuggets of knowledge. Choose the right communication method: There are plenty of ways for product teams and localization teams to communicate - each with its strengths and weaknesses. Choosing the right tool for your situation will set you up for success. Whichever method you choose, ensure everyone on the team can access it and know how to use it. How can localization teams communicate? There are several ways for localization experts and product teams to communicate with each other, send in queries and questions and get replies. And of course, each has its own advantages and disadvantages. Let’s take a look: 1. Good old emails: These had to be on the list because, well, they’re our main channel of communication these days. Emails let you write freeform and attach any added information you like. If you’re trying to iron out deadlines and budgets, they’re the most convenient method by far. They’re asynchronous, unlike phone calls, so you can take your time and consider things before you reply. Plus, they’re automatically saved - so they’re a great way to keep everyone accountable for the things they committed to do. But other than that, emails aren’t ideal for localization communication. Handling more than one question gets impossible. There’s zero context - as the questions sent via email aren’t connected to the copy or to any visuals. And you can’t access questions asked by anyone else - not for this project, and not in past projects. Overall, I’d be surprised to see any teams using emails for query management these days. The bottom line Pros: Freeform writing Easy to attach additional documents Asynchronous Good for sending out project requests, budgets and deadlines Cons: No context whatsoever Impossible for more than one question Can’t access questions by anyone else 2. The dreaded spreadsheets: Source Spreadsheets are a common way for localization experts and product teams to communicate. Spreadsheets like Google Sheets or online Excel files are free, easy to use, and can be shared quickly and easily. There’s no learning curve since most people know how to use them already. You can track changes (though it’s limited and quite uncomfortable), sort and filter data, and collaborate with multiple team members on one shared document. Overall, that makes them a pretty solid way to collaborate. But spreadsheets do have some major drawbacks. The questions you log there aren’t shown next to the original copy being localized, making it difficult to visualize changes and make edits. You have to keep jumping back and forth between tabs - a frustrating task, and one that very well might make people invest less time in replying. Additionally, they’re disconnected from the copy itself - which means the next time a string shows up in a localization task, the linguist won’t have that query listed there. With lots of lines and languages, everything can get messy very fast, making it hard to track what changed, who replied to what, and what conversations are still going on. So spreadsheets are not ideal for extensive conversations or more in-depth discussions. The bottom line Pros: Free Available to everyone No learning curve Tracked changes Sort and filter Shared online Cons: Disconnected from the copy No added visual context Get messy fast Bad for in-depth discussions 3. Dedicated query, bug, or project management tool: Plenty of product teams already use these bug logging or project management tools like Jira, Asana or Trello to track issues, tasks, and progress. They’re designed specifically for collaboration, making them a good choice for localization questions and discussions. Localization experts can leave their questions in these tools, attaching screenshots and some added context with ease. Even better, comment and conversational features built into these tools make discussions a breeze, and advanced filtering and statuses help teams keep their query system organized. And since teams are already using these, they’ll be more available to reply to questions on the go. That being said, these tools may be new for loc teams, and they’ll have to take time to learn how to use them. They’re still disconnected from the copy - which again, means that those questions won’t be visible localizing similar strings in the future. And since these tools are often owned by the product team, linguists won’t have access to their questions once the project is done. They won’t be able to browse through them in a future project, to learn what decisions were made, and why. The bottom line Pros: Accessible for product teams Great for longer discussions Some context possible Advanced filtering and statuses Cons: Disconnected from copy Requires some learning Questions not accessible to linguists in the future 4. Comments in the prototyping/design tool: If everything’s happening in Figma or Zeplin (or any other prototyping tool), you can have your localization experts leave their comments directly on the screens there. In some ways, this is ideal - because you have the context right there in front of you. You don’t have to switch tabs or look for the relevant screen - or try and figure out which part of the interface your linguist is talking about. Plus, if your team is used to working in that environment, they’ll be more available for comments. Your linguists will get a reply faster, which means fewer delays in your loc projects. But working with a prototyping tool has its drawbacks. Keeping comments alongside their context is great, but comments are not linked to the specific piece of copy. Move or delete the screen, and you’ll lose your context. Use the same piece of copy somewhere else, and you’ll have no way of viewing discussion history. And, you’ll have to trust your linguists to find their way around your organization system and give everyone linguists access to the file. Depending on your plan and the tool at hand, it may get pricy - or force you to compromise security by sending out open links. The bottom line Pros: Easy visual context Accessible to product teams Cons: Disconnected from copy Linguists need to figure out the file’s organization Linguists need access to the file 5. Comments in the localization (CAT) tool: Image: Comments in Localazy If you’re already past the two-screen stage, it’s likely you’re using some kind of CAT (computer-assisted translation) tool or TMS (translation management system) to localize. CAT tools have plenty of useful features designed to make localization faster, more efficient, more consistent, and overall better. And as part of the package, they also include commenting capabilities. Teams can use those to discuss any questions right there by the string (i.e. the piece of copy localized at a specific moment). Sometimes, linguists can also access questions from other linguists on that specific string - giving them added context - but that’s not always possible. Still, using these comments to discuss localization questions is a great option, as the discussion happens right there beside the copy. If you’re using a 4th-generation CAT tool (i.e. cloud-based and continuous), you’ll be able to keep coming back to those comments if you ever need to remember what questions were asked. However, when handling comments in the localization tool, teams are forced to visit there to reply. They’re usually not there to begin with, which means the whole question-and-answer cycle grows longer. And while you have textual context, you don’t always have visual context - or information about the specific place of this text in the flow. That depends on the capabilities of the CAT tool you’re using, and the amount of prep work that went into the file. The bottom line Pros: Discussions connected to the text Comments in all languages visible (sometimes) Comments saved for future reference Cons: Slower response time Limited visual and flow context Conclusion Whatever you choose to use, make sure that you have a clear process set for communication between your localization experts and product team. Build-in deadlines so that all feedback and queries get addressed on time. And instruct people to keep it clear and concise, and provide examples when possible - it’s like that not everyone on the team is a native English speaker, on both the localization expert end and the product end. Unless clarity is prioritized, cultural backgrounds and language barriers turn misunderstandings into localization mistakes.

Croatia is rich in cultural and linguistic diversity with three main dialects, each with its own variations. These add complexity when localizing user experiences into Croatian – especially when an informal tone is in order. Read on to learn about the historical origins of the language and how its challenges can be managed in localization. Even though English is now the world’s lingua franca, many consumers are still not fluent enough to use products with instructions, descriptions, or interfaces in English. Others are simply more comfortable reading in their first language. Statistics have confirmed this many times. For instance, more than 72% of consumers are more likely to buy from sites in their native language, and 87% of global customers wouldn’t buy from a website written exclusively in English (Can’t Read, Won’t Buy Research). Localization in smaller markets Linguistic and cultural adaptation is often associated with globally robust economies, such as Germany, France, Brazil, India, or China. But localization is too valuable to overlook smaller markets. Croatia is one such market – a small country at the crossroads of Central and Southeast Europe. With its four million inhabitants and a large diaspora, this market is small but far from negligible. If you add other neighboring countries such as Slovenia, Bosnia and Herzegovina, Montenegro, and Serbia – who can all understand the Croatian vernacular – you suddenly get around nineteen million speakers. Thanks to its geopolitical position and education system, Croatia is a country with very high foreign language proficiency. In 2022, the country ranked as the 11th in the world for English proficiency. But people still use localized products. In one of my polls on LinkedIn, I asked professionals and highly proficient English speakers (ninety respondents) whether they have their phone set to English or their first language. To my surprise, the result was around fifty-fifty. If we broadened the demographic structure, this result would certainly grow in favor of localized versions. A small yet diverse language With a surface area of only 56,594 sq km, Croatia is six times smaller than Germany. Yet its cultural and linguistic diversity is truly unique. The country has three main dialects, all named after the interrogative word “what”: Shtokavian (interrogative word “što”): the most widely spoken dialect in Croatia, including in the eastern regions. The standard Croatian language is based on the Neo-Shtokavian subdialect of the Shtokavian dialect. Here, it’s important to note that the Shtokavian dialect also forms the basis of the Serbian, Bosnian, and Montenegrin standards, which makes these languages so similar. Kajkavian (interrogative word “kaj”): the dialect spoken in the northern and northwestern parts of the country, including – to some extent – the capital Zagreb. Kajkavian is close in the dialect continuum to the Slovene language. A person from the north of Croatia will often feel a greater linguistic connection to a neighboring Slovenian speaker than to the Croatian speaker living in the east or on the Dalmatian coast. “A person from the north of Croatia will often feel a greater linguistic connection to a neighboring Slovenian speaker than to the Croatian speaker living in the east or on the Dalmatian coast.” Chakavian (interrogative word “ča”): the dialect primarily spoken on the North Adriatic coast and across the entire Istrian peninsula. Similarly to Kajkavian, it greatly varies from the Shtokavian dialect, and can’t be easily understood by people in other parts of Croatia or other neighboring countries (Bosnia & Herzegovina, Serbia, Montenegro). All the above dialects are a source of cultural and literary wealth, and are still very much alive in everyday interactions. Another important thing to notice is that the dialects include rich linguistic variations within themselves with each town or village speaking differently. As a high-school student, I often found myself having trouble understanding what my school peers from different nearby villages were saying. The language of localization A standardized version of Croatian developed in the nineteenth century, and it became the favored language of the Croatian elite. It was further codified in the twentieth century, mostly by language institutions and academies such as the Croatian Academy of Sciences and Arts and the Institute of Croatian Language and Linguistics. The standardization aimed to overcome dialectal differences and create a language that everyone in the country understands. “A standardized version of Croatian developed, aiming to overcome dialectal differences and create a language that everyone in the country understands.” The standard variant is the official language that people can use in different settings, mostly in official and formal settings. It’s used in literature, newspapers, TV, government institutions, business, and education. The standard language is a variant that nobody acquires naturally ­– its rules have to be learned at school. It is an important tool of national identity and of urban–rural class distinctions, in which people are often labeled as “educated” or “uneducated” based on their control of the standard variant. This can lead to negative phenomena like linguistic prescriptivism, exclusion, and even discrimination. Because of social changes linked to the Croatian War of Independence against the Yugoslav (but Serb-dominated) army (1991–1995) and its aftermath, proponents of new Croatian standards have ensured the standard has moved away from the Serbian language. In an atmosphere marked by purism and prescriptivism, speakers’ language choices could hint at their relationship with national sentiment and belonging to the Croatian homeland. New words and new rules were introduced, some of which were often criticized as absurd by the speakers themselves. Nowadays, those negative trends are fading away, as Croatian has become an independent standard language that its speakers use with confidence. Croatia’s joining the European Union in 2013 certainly helped bolster its status. The standard Croatian language is typically used to localize any product or service that an international brand wants to place on the Croatian market. Business partners? Friends? Or maybe both? Croatian society has strong status hierarchies, which is evident in the use of formal and informal address. In very simple terms – people use “ti” (the informal you) only with family, friends, and close people; they use “Vi” (the formal you) with everyone else – when addressing teachers, older people, or anyone else they don’t know (from supermarket cashiers to doctors). Formal and convoluted language has been popular in Croatia for decades. People use it to show that they’re educated, and that they know how to speak and write properly. When I was a child, all the brands and their commercials used the formal address. However, globalization and trends of familiarity between businesses and their customers completely disrupted this linguistic and cultural reality. I’d say the lines started to blur from 2010 onwards. Suddenly, brands became intimate friends. This overnight change didn’t resonate well with many people, and they expressed their dissatisfaction loudly. They didn’t feel respected. “Suddenly, brands became intimate friends. This overnight change didn’t resonate well with many people” With time and the rise of social media, informal address became a standard for brands that target younger audiences or that want to convey that they’re cool and trendy. But formal address is still a must for brands that want to grab the attention of people who look for a sense of seriousness, trust, quality, exclusivity, or even luxury in a brand. IKEA uses informal address to appeal to a large audience who value simplicity and low prices. In contrast, the regional furniture leader Lesnina formally addresses their customers, who have deeper pockets and who are looking for high-quality products: In addition, it should be noted that, linguistically speaking, it’s much easier to localize content using the “formal you” as we can completely avoid grammatical gender in the past tense: Zato što ste gledali (EN: Because you watched; formal address – one form for both male and female gender) Zašto što si gledao/la (EN: Because you watched; informal address – two forms, one for male, the other for female) The two forms for two genders in the past tense can be solved by showing only the relevant gender for the signed-up user. However, this would require intervening in the code, and that’s something that companies rarely want to do. One possibility would be to use the passive form for verbs, which is often not recommended in Croatian. It can sound so impersonal that it’s often better to leave the clumsy two-form verb ending. For example: Zato što si gledao/la > Zašto što se gledalo Because you watched > Because it’s been watched The other, better option is to try and rephrase the sentence in order to change the perspective. Zaboravio/zaboravila sam lozinku > Ne sjećam se lozinke I forgot my password > I can’t remember my password Or we can simply use the verbal adjective “Forgotten password?” (Zaboravljena lozinka?) to completely avoid expressing the subject of the action. When localizing their content, brands should carefully consider both forms of address, and cultural differences between languages. What works in English may not work in Croatian, and vice-versa. And if a brand opts for the informal version, they should be aware that this will inevitably create linguistic challenges. Whatever option they choose, consistency is crucial. Otherwise the consumers will be confused, as was the case with Wolt’s website. Localizing informality – mission (im)possible? Brands who want to communicate informality all want to be friendly, straightforward, playful, fun, approachable, and innovative. But wait, there’s a slight problem. Standard Croatian language wasn’t made to be any of those things. So, if you want to sound very informal, some rules have to be broken. To sound conversational, we’ll need to take some words that are not standard. But which dialect do we take them from? Whichever dialect we opt for, one thing is certain – some speakers will feel excluded. When it comes to regional forms, the urban Kajkavian dialect (spoken in the capital Zagreb) is seen as socially prestigious. And this prestige has been heavily criticized (ending in a lawsuit) when the Smurfs spoke the Zagreb slang in a dubbed cartoon shown in cinemas around the country. I’d argue that some regional Kajkavian forms such as the greeting “Hi” (“Bok”) have become so widespread that other speakers won’t hold their use against you, but regionalisms should generally be used very sparsely. This way, we avoid excluding people and hijacking the product for only one geographical region. Rather, we should aim to achieve informality through idioms that are part of the standard language, but that are still used across the whole country. And even though purists like to banish Anglicisms and threaten that they corrupt the language, they are also a better option for achieving informality. As they come from a foreign language, they’re less divisive than dialectal words. Let’s take a quick look at Apple’s copy, which masterfully combines informal language with authoritative boldness. At times, they’re not afraid to move away from the source, while sticking to the same concept. There were cases where the Croatian copy improved the English copy. Apple’s localization is proof that playfulness can be achieved while staying truly local. Pro. Beyond. localized as “Probija granice” (Breaks the limits). As the verb “probijati” contains the name of the model “Pro”, this is a really smart solution that feels local. Photo hasn't been localized as "fotografija", but as "fotka", which is very conversational. It’s also shorter and more impactful. Brilliant has been rendered as "Sve ti je jasno" (literally: "Everything is clear to you"). It’s an idiom that means "You totally get it". The localized text moves away from the sole idea that the picture is clear, and adds the element of comprehension – because the screen is clear, you’ll won’t have any trouble understanding what you’re reading in the bright sun. Even though the translation “Uvijek uključen zaslon. Uvijek spreman.” would be a perfectly acceptable solution, Apple decided to play around by keeping an English word that isn’t a noun and that wouldn’t be used in everyday speech as an Anglicism. “Always-On” and “always” have been retained in Croatian for a surprise effect. Good job, Apple. Recap Because of the rich cultural and linguistic history, localizing into Croatian can be a real challenge. This is especially true when it comes to brands who like to sound informal, playful and fun. Companies should be aware that using informal tone can lead either to inelegant verb endings or complex tech interventions to solve the issue. They should also keep in mind that informality can’t be achieved in the same way as in English. In order to include everyone in the country, slightly more toned-down language is necessary, and creative solutions that are different from those in the source language must be found. After all, that’s the point of localization. If done well, these efforts will most certainly pay off for brands localizing their content into Croatian. About the writer Ivan Fosin is a translator, localizer and copywriter with over ten years' of experience working with top global brands. He started his career as a translator in the European Parliament but soon became a full-time business owner. This allowed him more time to bounce creative ideas for copy around and collaborate with like-minded professionals. You can find him on his website and LinkedIn.

Let's talk about machine translation. Smartling announced last week that they're launching patent-pending tech (woah, big words) meant to completely change machine translation as we know it. They're talking about using advanced prompting to tweak MT output, which basically means it'll give you the option to give your MT instructions on style preferences, voice, gender requirements, and other factors that impact translation results. Your MT will then proceed to take those instructions and use them very literally. Ever tried telling chatGPT to do something? It feels like the dad trying to make a PB sandwich in this very hilarious video. But while their very ambitious claim to fame may be a bit of a stretch, I love the approach they're taking to this. Done are the days when all companies use one generic MT for their every need. In this age, we expect to have custom everything, including the MT engine we're using. The ability to customize our MT output is a long time coming. Despite LSP marketers' love for the term "human-led MT" (fancy code word for "we try let humans look at our MT output"), the industry is moving towards using MT in every loc task and for every language. Translated just announced they're now serving 200 languages with their Adaptive MT offering. That's a massive number of markets about to be served machine-translated copy in various levels of quality. If this is our new normal, it's about time we start thinking about how to make that MT ouptut readable to people, not just machines. And for localization, this means a user-centered approach to loc quality, even if it is powered by machines. I'm guessing Smartling's initial results won't be as impressive as promised. But it's an important first step towards getting better copy in all languages. It's a critical understanding – that copy is never a one-size-fits-all solution, and international users deserve to have tailored copy results, too. Do you think Smartling's custom MT prompting is a game-changer or a false promise? Michal

Tooling up for localization? Check out this comparison of the top tools for teams working in Figma. As a team working on UX, it's very likely you're using Figma as your main design tool. And while it's great for designing interfaces and user flows, managing all of your copy can be a bit tricky. There's no built-in way to manage different versions of your text, so working on text components in Figma can get messy fast. Yes, UX writing or CMS tools that integrate with Figma can help with managing your microcopy when you've only got one language on your hands. But when you're handling several languages, you need a tool that can handle localization as well. And that's a much bigger challenge. But there's good news, too. Localization teams have really been spoiled for choice in past years. There are dozens of new-age localization tools out there, with a lot of them designed to fit within a product design cycle. In fact, the Figma plugin store is overflowing with plugins created to help you handle design-stage localization without losing your mind. Using these plugins, you can pull your text into your tool, get it translated, and push the translations back into Figma - all without ever messing with your design environment. But with all of these options, it can be hard to decide which tool is the best fit for your team. What's a localization team to do? Worry not. I went over some of the more popular localization tools on the market so you don't have to. Check out this comparison to see the features their plugins offer, how much they cost, and what else you can use them for. Some of these can also integrate with other tools and environments. You can use the filters on the localization tools page for a more detailed comparison. Why use a Figma plugin for localization, anyway? There are a number of reasons to use a localization plugin for Figma. Perhaps the most obvious reason is to easily send text content from Figma to be translated into multiple languages. By using a plugin, you can save time and hassle by not having to export and import files every time you need to update your translations. These plugins also allow you to quickly create localized designs - either with actual copy or pseudo translations. If you're working on a design that will be used in multiple countries, it can be helpful to have a tool that can automatically generate versions of your prototype in different languages. This way, you don't have to manually copy and paste texts to create each version yourself. Plus, using a Figma plugin can really improve communication with other people in the product team. Using a plugin, people can access the most up-to-date versions of the text and design, which can help avoid confusion and mistakes. You can even use screenshots or Figma prototypes as visual context and help your translators make better decisions. So, without further ado, let's take a look at some of the best Figma plugins for localization. Crowdin The Crowdin plugin for Figma This is one of the most popular localization tools on the market. It's a cloud-based tool that helps you manage your translations and get them done quickly and efficiently. The CrowdIn Figma plugin lets you pull your text into Crowdin, get it translated, and push the translations back into Figma. The plugin was installed over 2,000 times and has been recently updated by the Crowdin team. What can you do with the Crowdin plugin for Figma? Pull texts from Figma screens into Crowdin for translation Push localized texts back into Figma for preview Automatically pull screenshots from your Figma environment Add existing strings to new screens and designs in Figma Manage placeholder tags to make it easier for developers Automatically generate key names based on predefined patterns What's missing? Can't mark untranslatable strings Can't add pseudo-translations to your design Can't see which strings were previously translated or deleted Does Crowdin have a trial plan? Yes. Crowdin's free plan lets you have unlimited public projects with up to 60,000 words total. Note that any translations you upload on the free plan will be uploaded to Crowdin's public translation memory - so that may not be a good option long-term. But it's a great way to give the interface a try and see if it'll work for you and your team. How much does Crowdin cost? Crowdin offers 3 paid plans: A Pro plan starting at $40/month (billed annually), a Team plan starting at $140/month (billed annually), and an Enterprise plan priced individually. Lokalise The Lokalise plugin for Figma ‍ Lokalise is a localization tool that helps you streamline your translation process and manage your translations all in one place. The Lokalise Figma plugin lets you quickly add translated content to your Figma designs without having to go back and forth with your team members or doing tiresome manual work. The plugin was installed by over 6,000 people and has been recently updated by the Lokalise team. What can you do with the Lokalise plugin for Figma? Pull texts from Figma screens into Lokalise for translation Push texts from Figma to Lokalise for translation Automatically generate key names based on predefined patterns Match Figma texts with existing Lokalise keys and their respective translations Automatically pull screenshots from your Figma environment Set character limits for strings in Figma Manage plural and singular versions of strings in Figma What's missing? Can't mark untranslatable strings Can't automatically view and remove deleted texts from your project Does Loaklise have a trial plan? Yes. All Lokalise plans have a free 14-day trial. This means you can cancel your plan anytime in the first 14 days and you won't be charged. There's no credit card required, so there's really no risk at all. You can try the Lokalise plugin and see for yourself. How much does Lokalise cost? Lokalise offers 4 paid plans: A Start plan at $120/month (billed annually), an Essential plan at $230/month (billed annually), and a Pro plan at $585/month. There's also an Enterprise plan priced individually. POEditor The POEditor plugin for Figma The POEditor Figma plugin lets you create new projects directly within Figma, or work with projects which already exist in POEditor. You can also send texts from Figma files to POEditor translation projects and fetch translations from POEditor to Figma. What can you do with the POEditor plugin for Figma? Create new projects or work with existing POEditor projects directly from Figma Send texts from Figma to POEditor for translation Import translated texts from POEditor back into Figma for preview Use the text layer ID from Figma to identify each key View terms deleted in Figma and remove them from your POEditor project What's missing? Can't batch together several instances of a string Can't add pseudo-translations to your design Can't automatically view and remove deleted texts from your project Can't generate placeholders or tags to support developers Does POEditor have a trial plan? Yes. You can create a project and use POEditor for free for 10 days, no credit card required. During that time, you can translate up to 30,000 strings. After the 10 days are over, your account will be transferred to the free plan, which allows you to translate 1000 strings with unlimited contributors, projects, and languages. How much does POEditor cost? POEditor offers 4 paid plans: A Start plan at $14/month, a Plus plan at $44/month, a Premium plan at $119/month, and an Enterprise plan at $199/month. If you're looking to localize an open-source project, they'll give you unlimited strings for free. Textunited The Textunited plugin for Figma ‍ Textunited is an end-to-end translation platform that allows your team to work together to create multilingual digital content. Using the Textunited Figma plugin, you can add translated content to your Figma designs or machine-translate your entire design with just a few clicks. The plugin is maintained with the most recent version released in September 2021. What can you do with the Textunited plugin for Figma? Send texts from Figma to Textunited for translation Machine-translate texts automatically or have texts translated by the Textunited translation team Apply translated texts from Textunited back into Figma for preview What's missing? Can't automatically generate key names based on a set pattern Can't pull screenshots from the Figma file into Textunited Does Textunited have a trial plan? Yes. Textunited has a free plan you can use to translate up to 1000 words. They also offer a 14-day trial on all paid plans, which means you can give your plan of choice a try and see if it's a good fit. How much does Textunited cost? Textunited offers 3 paid plans: A Basic plan at €60/month, an Essential plan at €210/month, and a Custom plan with individual pricing. The Figma plugin is only available for users on the Essential plan and up. Smartling The Smartling plugin for Figma ‍ The Smartling plugin for Figma seamlessly connects your designers with Smartling’s translation management system in just one click. You can submit prototypes and get professional, machine, or pseudo translation. Then, use the translated content to see what your localized environment will look like before you go live. Note that the Smartling plugin for Figma only works on the Figma desktop app. What can you do with the Smartling plugin for Figma? Automatically pull screenshots into Smartling for your translators Submit copy for professional, human translation, or machine translation Generate pseudo translation to get an idea of how your product will look when translated Turn untranslatable text into placeholders Edit key IDs within the plugin Automatically exclude strings that only contain numbers or symbols What's missing? Can only be used on the Figma desktop app Can't automatically create specific key IDs based on a predefined pattern Can't apply translated copy with one click (though this can be done using JSON file import) Does Smartling have a trial plan? No. Smartling doesn't offer a trial plan or free tier. Customers need to go through a sales rep to sign up and get access to the platform. How much does Smartling cost? Smartling offers 2 paid plans: A Growth plan and an Enterprise plan. Prices aren't available on the Smartling website, and can only be accessed through a sales rep. However, customers can sign up to see a demo of the platform. Transifex The Transifex plugin for Figma ‍ Transifex is a cloud-based translation management system that allows you to manage and translate your digital content with ease. The Transifex Figma plugin seamlessly integrates the two platforms, allowing you to submit copy for translation, preview localized designs and boost collaboration between designers and translators. This Plugin is priced separately, and can be purchased through Transifex support. What can you do with the Transifex plugin for Figma? Submit copy for translation Apply translated copy to preview localized designs Automatically pull screenshots from Figma into Transifex Manually remove unneeded strings as you sync copy to Transifex What's missing? Can't automatically generate key names based on a set pattern Can't generate placeholders or tags to support developers Does Transifex have a trial plan? Yes. Transifex has a 15-day free trial plan - no credit card required. Customers can also sign up through support to see a personalized demo. How much does Transifex cost? Smartling offers 3 paid plans: A Basic plan starting at $70/month, a Premium plan starting at $105/month, and an Enterprise plan with individual pricing. Note that you'll have to pay separately for the Figma plugin. Localazy The Localazy plugin for Figma ‍ Localazy is a continuous localization platform and web-based translation management system (TMS) that set out to make the localization experience efficient and enjoyable. It's meant for anyone, from individuals to large teams. We did a detailed review of the Localazy plugin for Figma here. What can you do with the Localazy plugin for Figma? Automatically pull screenshots into Localazy for your translators Submit copy for professional human translation or machine translation Continuously upload new copy for translation ("auto-pilot") Generate backlinks to Figma to use your prototype as visual context Push localized copy into Figma for preview Use the text layer ID from Figma to identify each key What's missing? Can't edit key IDs within the plugin, or generate specific key IDs based on a predefined pattern Can't set specific pieces of text as placeholders or tags Can't automatically view and remove deleted texts from your project Does Localazy have a trial plan? Yes. Localazy offers a 7-day free trial on all plans - no credit card required. They also offer a free tier with 200 source keys, which you can use to give the tool a try. How much does Localazy cost? Localazy offers 4 paid plans: A Professional plan at $9/month, an Autopilot plan at $49/month, an Agency plan at $99/month, and an Enterprise plan with individual pricing. Lilt The Lilt plugin for Figma ‍ Lilt offers end-to-end language services and technology for global organizations. They work with professional translators and an in-house service team to help companies do content localization at scale. Using the Figma plugin, companies can translate and test out designs in every language. What can you do with the Lilt plugin for Figma? Send Figma copy for human or machine translation at Lilt Push localized copy into Figma for preview Pull texts from any translation memory in your Lilt account See the translation status of each piece of copy in Figma What's missing? Can't add pseudo-translations to your design Can't pull screenshots into Lilt for translators Can't set or edit key IDs from Figma based on a set pattern Can't set specific pieces of text as placeholders or tags Does Lilt have a trial plan? No. Lilt does not offer subscriptions, and therefore does not have a trial plan. However, their services are priced per-word, and so clients can start with a small project to test them out. Clients can also schedule a live personalized demo. How much does Lilt cost? Lilt users pay by word, with prices depending on the type of service (machine vs. human), language, and many other factors. Smartcat The Smartcat plugin for Figma ‍ Smartcat is a solution allowing companies to tap into a global marketplace of freelancers and professionals. Their built-in translation management system helps companies create automated workflows and manage large and small localization projects with ease. The Smartcat plugin for Figma makes access to Smartcat translators even faster. What can you do with the Smartcat plugin for Figma? Send texts from Figma to Textunited for translation Get human or machine translation at Smartcat View localized versions of the copy quickly in Figma What's missing? Can't pull screenshots from the Figma file into Smartcat Can't set or edit key IDs from Figma based on a set pattern Can't set specific pieces of text as placeholders or tags Does Smartcat have a trial plan? No, but it does have a free tier. The free Smartcat tier offers a lot of robust capabilities, on top of 10,000 translatable words. It's a great way to give Smartcat a try and see if it'll work for you. How much does Smartcat cost? On top of its free tier, Smartcat has 3 paid plans: A Rise plan at $249/month, a Unite plan at $549/month, and an Enterprise plan with individual pricing. The Figma plugin is available on all plans. Phrase The Phrase plugin for Figma ‍ Phrase’s translation management system enables teams to efficiently handle design, writing, and development, and create a great user experience anywhere. Their Figma plugin is designed to overcome communication barriers between the product and translation teams, and build a bridge that'll streamline localization work. What can you do with the Phrase plugin for Figma? Pull texts from Figma screens into Phrase for translation Push localized texts back into Figma for preview Send copy for machine or human translation within Phrase Generate key names based on layer names in Figma, and edit key names directly in the plugin Clearly see which strings were already sent to Phrase Automatically pull screenshots from your Figma environment Connect several instances of a string and set one instance as a source of truth What's missing? Can't manage placeholder tags to make it easier for developers Can't automatically generate key names based on predefined patterns Can't use pseudo-translations in your design Does Phrase have a trial plan? Yes. Phrase offers a 14-day free trial on all plans - no credit card required. The trial plan doesn't limit strings, words, or languages, so you can really play around with it quite a bit. There's also the option to book a personalized demo. How much does Phrase cost? Phrase has 3 paid plans: A Basic plan at $23/month, an Advanced plan at $35/month, and an Enterprise plan with individual pricing. Note that these prices are per user, but the Advanced plan requires customers to subscribe at least 5 users, while the Enterprise plan is only available for 10 users and up. These tools all offer translation management systems that can help streamline your localization process. Depending on your needs, one of these solutions may be a better fit for you than the others. Almost all of them offer free tiers or trial plans to get you started, so it's worth giving them all a try to see which one works best for you. Happy localizing!

A dive into the deep end of localization: How is it done? What do you need to keep in mind? And how can you make sure it goes well? Originally published on the UX Writing Hub Let’s say you have a product. After years of hard work and ongoing pivoting, things are going well, and you find yourself thinking: This could be big in Japan. But you have no idea where to start. Or maybe you’re already juggling 4 (or 40) languages, trying to keep up with versions and rules and cultural norms. You’ve somehow kept above water with organized chaos or just simple chaos. But you know this won’t scale. Perhaps you’ve been doing localization for a while. You have a system in place so nothing gets lost along the way. Tasks are delivered on time. Translations are technically correct. But you feel the results are somewhat… generic. Whatever your issue is, I guarantee it can be fixed. It’s all about understanding how localization works. There’s no one-size-fits-all when it comes to localization strategy because every company is different – but if you understand the inner workings of localization, you can build on that understanding to create custom workflows that are right for your company, and tweak and revise them as needed. You’ll also be able to quickly respond to changes and developments around you, making your localization infrastructure more flexible and agile. Plus, when you know what’s supposed to happen, you can make sure things go as planned. You know what to expect. If things derail, you notice much earlier. In short – it’s a must. This is true whether you’re using freelance translators, a translation agency, or in-house linguists. However, please don’t slap a localization task on some poor Italian speakers from customer service. I’ve seen this with more clients than I care to admit and it always backfires. Localization requires a unique skillset, honed over years of learning and working. Take it seriously, and you’ll be rewarded with fantastic results and a strong presence in local markets. OK, but what even is localization? Localization is the process of adapting a product from one market to another. In the context of this article, we’ll talk about how product texts or other types of copy are translated and adapted to fit the new market. It’s important to note that to make a product sound and feel native, you may need to make extensive changes to your tone of voice, messaging, or even design. We’ll discuss this in detail below. What to expect when I do localization? On a super basic level, when you localize your content, this is what you expect to see: Copy in one language → Copy in a different language. Big whoop, right? Wrong. This is what actually happens, or at least, should happen: Brand values and personality + Product or project needs + Specific copy needs (AKA Context) → Copy in one language → Local knowledge + Context → Context adapted to the target market → Copy in a different language (first draft) → Proofread copy in a different language (second draft) → Validated copy in a different language (third draft) → Notes and comments (after copy is implemented) → Finalized copy in a different language (final version) Ahh! I know, it’s a lot. Don’t worry, though. We’ll go over everything. Scroll on to delve into the dark, dark world of professional localization. Before we start: 4 assumptions we’re making Translators are a hard bunch (and I include myself in this definition). They’re used to being the smartest person in the room, and that often makes them less receptive to unusual requirements (like: “please make sure the translation reflects my brand”). The good ones are also busy, and that means they go through dozens of brands each month, or even week. It’s hard to keep track of so many voices and guidelines with such turnover.In the grand scheme of things, translators want you to get good results. They want to do their work well. But you need to give them the right tools, in a way that’s easy for them to use and understand. You also need to stand out from the brand crowd to get your guidelines some extra space in their brain. More on that later. Localization is a hard word to type. Also, say. I’ll be using translation and localization interchangeably throughout this post. I know there may be some purists claiming these are not the same. Please refer them to the nearest comment section where they can argue over semantics with others of their kin. You need your localized content to feel natural and local. You don’t, however, need it to be 100% word-for-word accurate. If you’re here trying to localize legal or medical texts this is probably not going to be a good fit. Sorry, it’s not you, it’s your content. You know how your brand should sound. Don’t – I repeat, DO NOT – start localizing before you’ve got your brand figured out. That’s a surefire way to lose control over the entire process from the get-go. When you send copy for translation with no brand brief, you’re basically letting translators have their way with your copy. And trust me – it is not going to be pretty. Right. Now that we’ve established our frame of reference, here it is. The 8 steps you need to know in-and-out to go from ‘ah um loca-what?’ to Localization Pro. Step 1: Your brand and goals As I said, you should have your brand voice nailed down. It’s also useful to predefine your goals for both UX texts and copy. Once you do, you’ll use these insights to create a translation brief and style guide. They’ll also impact the copy you write. Let’s assume you already know exactly how your brand should sound and have a clear spec document outlining what you’ll be working on and what your goals are. Good for you for being so responsible! You move on to writing your copy. Step 2: Your copy This is where you take all you’ve defined in the previous step, and write on-brand UX texts. UX writing is an art form in its own right, and I will not delve into the details here. Enough to say your texts should serve their intent and sound like your brand. So, once your final copy is functional, beautiful, action-driving perfection, you prep your strings for translation. This often includes copying them into a spreadsheet or a doc file. Other times, you’ll upload them into a CAT tool (that’s a software dedicated to improving translation and localization workflows). You get ready to send them out for translation. But wait! You also need to send… Step 3: Your context This is everything the translators should know about this project to get it right. In the very least, it should include a style guide and a brand brief adapted specifically to your project’s needs. Here are some things you may want to include: Your brand’s personality and voice Your goals for this specific project Screenshots or the source layout the translated texts need to fit into Who are you writing for? What’s your target audience? Any specific linguistic instructions you want followed Terms and phrases you want to translate in a certain way You may be tempted to just dump every bit of information into a zip file and send that, but don’t. Your brief should be focused and easy to read. I’d even recommend having it professionally designed to keep it scannable and memorable. The more effort and thought you put into this brief, the bigger your odds are of getting good results. Optional step 3.5: Translator training Don’t expect your translators to work for free – pay them for training time. I strongly recommend you allocate a couple of hours for linguists to familiarize themselves with your brief and style guide. This is usually possible when you make the effort to work with permanent teams (also encouraged). Paying translators for training will dramatically increase the chances of them actually reading your briefs. Step 4: Translation And so it begins! The translator takes everything you’ve sent and gets to work. Keys are pressed. Words are typed. It’s electrifying. To get fluent target copy, you don’t want your translator doing a word-for-word translation. You want them to take the core meaning of your original copy, mix it up with some local knowledge and grammar, and in a healthy dose of context, and create matching copy in their language. That’s where the alchemy of good translation lies – in that black cauldron full of context soup. However, you still want your guidelines adhered to. A great way to help translators make sure this happens is by creating a dedicated translation checklist. It should include the core instructions you want followed – for example, make sure translation is non-gendered, or verify that the tone of voice is formal. Send that (not too long) checklist to the translator and have them confirm all instructions were followed. Step 5: Proofreading Translators being human, they often make mistakes. This is why we need another human translator to go over the first human translator’s work. During this stage, Translator #2 will (ideally) make sure the translation is good. As ‘good’ is subjective, we’ll need to define for them exactly what counts as good in our book. Reviewers should follow the translation brief and style guide too, making sure the rules are followed. To help them keep track of things, we’ll send a dedicated reviewer checklist. No matter what translation tool you’re using, make sure all corrections at this stage are clearly marked with tracked changes. It’ll help you get a clear overview of what happened. Plus, it’s important for the next step – validation, or as I like to call it ‘the battle of the egos’. Step 6: Validation Translators being human, they have egos. Being smart humans, they have massive spaceship-sized egos (OK, not all of them. But some). This is why there will always be changes in the proofreading stage. And Translator #1 will always disagree with Translator #2. During validation, translators should have a healthy discussion, each explaining their point of view until they reach the best version. Your goal is to create the best boxing ring for this quote-unquote discussion. Namely: a shared spreadsheet or document in English, of which you have full visibility. Yes, you want them to be able to communicate well. That’s a given. But you also need to know what’s being said. It’s a great way to make sure instructions are followed and maybe pop in with your own point of view if needed. Step 7: LQA Once you implement the target copy in your app, ad, or any other layout, things WILL go wrong. Some languages are longer or shorter than others. Others have super-specific layout demands you will forget about. Some will need a special font, or require you to change the date format. The possibilities are endless. During LQA, your linguists (#1, #2, or magical #3) will go over the localized content in its layout to make sure everything sits as it should. You can either send PDFs or screenshots, or you can set up a test environment for them to browse through. If they find issues or errors, they need to write them down, just as you would when you normally do QA. If they’re linguistic issues, they need to implement the needed corrections, too. Once everything gets green-lighted, do another, quicker LQA to make sure everything was fixed properly. Step 8: Repeat YOU’RE DONE! Do a little happy dance, then start all over again. The joys of localization never really end, and you’ll soon have a new version to implement. What’s next? I hope this overview helped you learn some more about how the localization sausage gets made. Now, sit down with your team and try to identify where your own workflow can be improved. Write down your bottlenecks and use the information above to iron out the kinks. Once your workflow improves, you should start to see dramatic improvement. For more reading, check out 4 brands that impress with their localization strategies.

You know that your brand voice is one of the most important assets in your toolkit. And if you're about to start localizing some content for a new country or region, this asset becomes even more crucial. What's a tone of voice? A tone of voice is the distinct personality expressed through the written words of your brand. In other words, it's how our brand should sound when it talks to people in writing. Each person has a unique way of speaking - some are more formal, while others are more light-hearted and casual. Some always get to the point, while others like to tell long stories with lots of details. In the same way, our brand should have its own unique and distinct voice. To design the right tone of voice, you need to consider things like target audience, values, and goals. You want to make sure that your tone is appropriate for the people you're trying to reach, and that it supports the brand identity you're trying to show the world. You also want to ensure that your tone is consistent with your brand's vision and core values. If you can create a tone of voice that resonates with your target audience, it'll help you connect with them on a deeper level. They'll also be more likely to trust what you have to say. That makes it a powerful business tool - and a risky one, too. When we use the wrong tone of voice, we can damage our brand values and lose that connection with our audience. For example, if our brand is trying to come across as fun and light-hearted, but our translations are stiff and formal, we may lose our audience's interest. In the best-case scenario, they won't connect with our content in the same way. But it could be worse - if our voice is inconsistent, customers may feel like the brand is less reliable or trustworthy. We could actually push them away (into the arms of our competitors, of course). Maintaining your brand voice during localization When it comes to localization, many brands struggle to maintain their voice. That's because it can be difficult to ensure that the same tone of voice is used in different languages and cultures. In order to create a successful tone of voice, you need to understand your target audience's culture and values. But when you're dealing with multiple languages and cultures, that can be a difficult task. This is further complicated by the fact that many linguists doing UX localization aren't familiar with the core concepts of UX writing. They often don't know what a tone of voice is, or how to implement it. They may be more used to translating words and phrases, rather than considering the overall tone of the text. The background materials and information linguists get from companies are usually cumbersome and don't provide practical, actionable instructions about the brand's voice. For this reason, even companies with a very distinct brand voice get stiff, formal copy post localization. The stiff or formal option is the safest bet for linguists - and when no better instructions are given, people default to that for lack of better options. But since brand voice is such a valuable tool, It's a shame to 'lose' that edge in translation. And there are things brands like you can do - even today - to improve voice consistency during localization and ensure they get better, more fluent target copy. First, define your ideal result In order to maintain a consistent tone of voice across different languages and cultures during localization, it's important to start by understanding what you expect to get. This includes understanding your target audience's culture and values, and making sure it's in line with your brand's current voice guidelines. You may find you need to adapt your brand voice for a specific locale or culture. That's absolutely fine - there's no reason to assume a brand voice will work in all places or with all people. Your core values may remain unchanged, but your voice can vary to match each specific culture. As long as the new brand voice serves your vision and goals, and as long as you keep it consistent - it can still be the best solution for your brand. If you learn that some of your voice guidelines aren't the best ones for your new audience, work with a local voice or writing expert to find the ideal alternative. Depending on available time and level of commitment, you can do this by having a meeting with said expert, running foucs groups, asking the target audience itself (through a survey) and any other method you think will work for you. Once you're done, you'll have a local version of the original voice - and a clear understanding of the type of voice you're expecting your linguists to reproduce. Then, provide linguists with clear and actionable instructions You'll need to tell your localization partner exactly what you want. When you provide clear instructions, linguists can feel confident to implement them without adding their own spin on things. Start by quickly explaining the main concept of a brand voice - remember your linguists may not know what that is or how to implement it. Then, provide practical instructions based on your specific brand and product. Your instructions should be written in a short, concise way - giving linguists the information they need to know to create copy in their target language. Make sure you provide some examples for anything you include, as those are extremely helpful in demonstrating what you expect to receive. Make sure the instructions you provide are written in clear, correct wording. If you're providing them in English but that's not your native language, have someone proof or review your guidelines before you send them. Small typos or grammar errors can lead to a lot of confusion, especially if your linguists aren't native speakers themselves. You want to minimize your chance of error here - explaining the brand voice is a complicated thing, and you want linguists to get it right. Ensure your instructions are relevant to the content you're sending out. If you're asking your linguists to localize your app UI, for example, your tone of voice guide should specifically apply to those strings. If you're providing marketing materials for a new product launch, make sure your tone of voice guide includes specific guidance on how to write those materials. Finally, make sure the documents and information you're sending are presented in a readable, accessible way. Don't send your linguists a 200-page document to read - they don't get paid for that time, and they'll most likely skip most of the info. Stick to the essentials, and provide supplemental information if needed. Have your document laid out or designed, so that linguists can easily scan it and understand what they're reading. And if you're facing a large localization project, consider having a (paid) training meeting with your linguists, to go over the materials and answer any questions they may have. Finish by making sure they did it well It's important to finish your localization process with an internal QA step to make sure everything is done correctly. There's an obvious reason: When you're localizing content, it's easy to miss small mistakes - typos, incorrect grammar, and even mistranslations. By having a QA step, you can catch these mistakes before they go out to your customers. But when planned well, QA can also help you verify that your brand voice was implemented correctly into the translation. To do this, you need to ensure your QA process includes both manual and automated checks. The manual checks will be done by someone who is familiar with the source and target languages, and who is familiar with your brand voice and style guide. On top of incorrect grammar or typos, they'll be looking at things like word choice, tone, and brand-specific language. To make this step as valuable for you as possible, make sure you create a standardized framework for your reviewer. You can have them rate the linguist's adherence with the voice and other crucial brand components on a scale, to create a measurable, comparable result. This way, you'll also be able to see how your localization quality varies over time or different locales, and implement the right fixes and improvements where needed. Learn and improve every time With every localization project, you get a little bit more experience. So if you get stuck on any of the steps in this round of your localization process, come back to it later and see if you can figure out a better way of doing things. Keep track of what works and what doesn't, and share this information within your team. This way, you can focus on the things that are successful and continue doing them, while improving or dropping the methods that didn't work as well. For more reading, check out 4 brands that impress with their localization strategy.

Do your translators get UX writing? If not, there’s a good chance you’re losing users in your global markets. If you want your product to be perceived as relevant, you need to work with the right team. Here’s why that’s crucial. Originally published on the UX Collective We all know good UX can have a considerable impact on product success. Companies investing more in UX saw up to a 75% increase in sales. Andrew Kucheriavy claimed in 2020 that every $1 invested in UX brings, on average, a $100 ROI. Copy is, of course, a core part of any successful user experience. Companies are now beginning to realize this, and the rise in the number of UX writing and content design jobs easily proves that. UX writing’s poor cousin, localization, receives far less attention from tech and product companies. Often, companies treat localization as a technical task — something that only needs to be done & delivered — but that’s a common misconception. The fact is that good localization is not just changing language — it’s creating new, local user experiences. When writing your localized copy, translators need to understand how to create the best experience in their target language. Their work is much closer to UX writing than we often think: It requires generating strong emotional connections between users and brands and making complex information easy to understand. Localization experts, just like UX writers, need to capture the personality of a brand and convey that personality to specific audiences in appropriately localized ways. When good experiences go wrong If you’re approaching a new market launch, here’s a sad (but real) fact: Even if your product is perfectly designed, incredibly written, and has a flawless marketing strategy — poor localization can still fail you. The best product won’t sell well if people can’t use it. And the fact is, localization issues can be much more than just ‘uncomfortable’; they can lead to anything from users staying away from your product to changing their entire perception of your brand. Poorly localized interfaces can cause usability issues, confuse the people using them, and make your product harder to use overall. And when your product is harder to use and navigate, it can make your users question your credibility or trustworthiness. Be smarter when you localize Whether you’re going into localizing your product soon or already shoulder-deep in the process, you can still save things by collaborating with the right team. It’s critical to find professionals who understand the principles of good UX writing — and that means more than simply translating words. Remember — UX writers create user experiences by putting themselves in the shoes of their users. They create content that is appropriate for each audience, understanding the needs and expectations of their target users to write copy that meets them. This is what makes experiences memorable and special for the end-user. And you want that to extend to your localization efforts. The problem: The two rarely collide Unfortunately, many translation agencies and outsourcers do not understand the importance of UX writing in localization projects. In reality, UX localization can only be done by people who understand how to create a great user experience. And even if translators are native speakers of their language, they’re not necessarily good UX writers. UX localization experts should have an understanding of cognitive psychology, usability and design principles, information architecture, etc., just like any other designer or writer. It takes more than just being a native speaker to write UX copy that will resonate with your target audience. When the people localizing your copy don’t have that knowledge, they often produce low-quality localizations that don’t meet the needs of your users. Why does that happen? The main cause for bad localization is the lack of UX writing understanding — not just among the translators themselves but also among other key people in the industry. From localizers to talent acquisition specialists to project managers, many aren’t aware that there’s a whole discipline behind writing for user interfaces. And since the demand for localization is always on the rise, agencies find it’s almost impossible to find localization experts with UX writing knowledge. Increasing pressure to lower localization costs — and the ever-growing usage of machine translation in localization — further encourage companies to cut corners. True localization is expensive, and true localization experts — with UX writing knowledge — charge far more for their services. The fact that they’re so rare makes them an even hotter commodity in today’s localization market. Either knowingly or unknowingly, companies settle for low-quality localization done by untrained freelancers. What can you do? Whether you’re working with an external localization service or directly with a freelancer, it’s essential to make sure the people who are responsible for your localization have a good grasp of UX principles. There are great localization and translation companies out there, but it may be hard to find them in the crowd. If you’re hiring a company to do localization for you, make sure they have people on staff who specialize in UX writing. If they don’t, find another company that does. Ask your contact person about their process for localizing content and experience with similar projects. Plus, make sure they provide their linguists with the tools and resources they need to localize your content well. If you prefer to work with freelance translators directly, ensure they understand UX writing principles before hiring them. Ask to see some examples and have a native speaker review them and give their opinion. I know it’s a lot to think about — but this understanding is crucial for the success of your localization project. Good localization experts — with the proper knowledge — can grasp the full context and flow of your product, understand your tone of voice, and adapt your brand personality. And you’ll be much more likely to get your local users to use, enjoy, and recommend your product to others around them.

Thinking of diving into localization? Set yourself up for success with best practices and a detailed step-by-step guide. Welcome to the big, scary world of app localization. Whether you're launching a brand new product or targeting new markets after many years, venturing into unknown territories always comes with a unique set of challenges. With mobile app localization, the biggest challenge is often getting started. There are so many moving parts and potential pitfalls that it can be challenging to know where to begin. A lot of the information online is either outdated or biased, with every translation agency and technology platform trying to pull you in. Finding the best path forward in all the noise is almost impossible. This guide is designed to help you get started with app localization, and give you some best practices that will set you up for success in the long run. We'll cover everything from why localization is important to how to go about selecting the right markets, preparing the materials you need, and translating your app content. We'll talk about mobile app localization here, but most of what we'll cover applies to web and desktop apps, too. So it's worth a read, whether you're after app store downloads or SaaS subscriptions. By the end, you'll have a clear understanding of what it takes to localize an app and be well on your way to reaching new users around the world. But first. Why should you localize your app? Source Here's the big question that's obviously keeping you up at night: Why should you even bother localizing your app? After all, English is the most widely spoken language in the world, so couldn't you just launch your app with a user interface in English in every app store worldwide and let everyone else figure it out? The answer - in most cases, though not all - is no. While it's true that English is the most common language online, that doesn't mean it should be your only focus. There's a reason why big companies like Google, Amazon, and Facebook all put so much emphasis on localization. It's not just a "nice-to-have" - it's an essential part of business in the global market. Why? Let's start with the obvious reason: By only targeting English-speaking users - or English-speaking countries - you're excluding a considerable portion of the potential market for your app. The Apple App Store is available in over 40 languages, for example. And localized apps get downloaded significantly more. I've seen stats referring to 200% to 10x more app downloads. But the value of localization doesn't just boil down to reach. There are other benefits to investing in localization, even if most of your target market handles English reasonably well. Communicating with people in their native language generates stronger emotional reactions. You'll be charging your interaction with emotion. And emotional interactions are much more memorable. In other words: By using a language they're comfortable and fluent in, you'll leave a lasting impression. Your users will be more likely to download your app, keep it on their phone, and recommend it to their friends. Plus, it'll show people in that market that they're important to your company. They're not just a side market if they're important enough to localize for. And that, in turn, can improve user satisfaction, loyalty, and engagement. And finally, having a localized version lets you adapt your product to match the needs of each market. Rather than have a one-size-fits-all solution, you'll be flexibly responding to the specific needs of your users. That's a powerful way to refine your app, making it highly usable and valuable for those local users. Is app localization always the way to go? Frankly, no. There are certain cases where you're better off delaying localization for a bit or avoiding it altogether. It's an expensive and challenging task to take on. You want to ensure you have a good chance of getting a good ROI for the effort. So, before you get started, closely examine your reasons for doing mobile app localization. Do you have a solid (data-backed!) reason to assume it'll be worth the investment? If not, it might not be the right time for you to move forward. Then, ensure have the resources and time to invest in it. App localization without the proper prep work will likely not generate good results. And likewise, you'll want some hands on deck to oversee the process. Especially when you're just starting, don't count on promises from any external vendor - always double and triple-check you're getting what you paid for. You decided to go forward with app localization. Now what? If you're certain localization is the right move for your app, congratulations! You're on your way to reaching a whole new global audience. The process of localizing your mobile app can be broken down into three distinct steps: Setting everything up Translating your app copy Deploying copy and running tests Obviously, steps 2 and 3 repeat themselves with every new version or update you release. Often the lines get very blurry, and steps 2 & 3 happen simultaneously for different parts of the app. It's called Continuous Localization, where each bit of copy required gets translated instantly. If you're using the agile methodology in your company (who doesn't these days), you're likely already familiar with how this works. But this post isn't about steps 2 & 3 - it's about what happens before them. The incredibly-important-but-also-overwhelming step 1 of Setting Everything Up. This is essentially building the infrastructure of a successful app localization process. A lot of what we're doing at this stage only happens once, or you'll want to tweak it once every few months. So don't get discouraged if it feels like a lot. Getting the proper setup in place will 100% make things easier for you in the long run. Step 1: Deciding what to localize first It's tempting to storm into a translation agency's office, throw your phone on the table and yell, "I want this entire app translated, stat!" But let's face it, that's not practical. And we're not in an early-2000s medical drama. You can put the beeper down. You want to start by dipping your toes in the localization pool - choosing a small section of your app to localize first. Once you finish that first project, you'll want to take a step back and improve some things in your process. You'll quickly become overwhelmed and bogged down if you commit to considerable volume from the start. The best strategy is to start small and expand from there, always ensuring you get a good ROI for your efforts. Choose a small section of the app, then add the rest once you have a workflow you're happy with. Of course, this doesn't mean you should launch a version of your app with only the onboarding flow localized. You still want to give your users a full localized experience - but you can decide to leave some features out for the moment and add them in once you're more established in that market. Alternatively, you can simply start with a small section and get feedback through user interviews and testing. Then add the rest and officially launch the app in that language. Step 2: Choosing your localization vendors The localization world today is much more diverse than it used to be. In the early days, you would go to a large localization agency, and they would handle everything for you. But with the rise of technology, you can easily reach freelance translators and collaborate with them to get the job done. This means you have more options than ever before. Let's take a look at some pros and cons: Option 1: Working with a large translation agency Translation agencies, often called "language service providers" (LSPs), have been the standard for getting app copy translated in the past. They handle all aspects of the app localization process, from recruiting and managing translators to quality assurance. Why should you use a large translation agency? Great to get started Working with a big agency for your mobile app localization can be helpful, especially if you're new to localization. They have the experience and knowledge to help you through the process. You don't have to do a Ph.D. on translation software or browse through dozens of translator profiles. And they can also offer additional services like copywriting, transcreation, translation management, and project management. Innovative tech Many of the larger translation agencies invest heavily in technology - which means they have proprietary tools to help them streamline localization. You can purchase similar tools (more on that in a bit), but they're priced separately and include a steep learning curve. Easily scalable Plus, translation agencies allow for scalability, especially the larger ones. If you decide to add a language, all you have to do is ask - and they'll take care of it for you. That doesn't mean a translation agency is the only way to go, though. There are certainly downsides to this option. Why shouldn't you use a large translation agency? Less visibility Agencies like to keep their cards close to their chest, so you don't get visibility over the entire localization flow. This means you have much less control over how things are going. You can't always verify you're getting what you're paying for. And while most agencies are honest, you still want to make sure. And in many cases, you don't have much control over which linguists are recruited for your project. Impersonal service Large agencies often won't provide that personal VIP service. They have their methods and workflows, and you'll likely get a one-size-fits-all solution unless you know what to ask. Even if you have a personal project manager assigned to you, they'll be part of the bigger machine. No direct communication with translators Plus, bigger agencies often won't let you communicate directly with their translators. It's a massive minus, in my opinion - and may even be a deal breaker. Communication between client and translator is one of the biggest contributors to localization quality. It's certainly not something you want to give up unless you absolutely have to. Option 2: Working with a small translation agency or boutique firm Why should you use a small translation agency? Personalized service When working with a small translation agency, you're likely to get more personalized service. They're running a smaller operation with fewer clients, so your business will naturally be more significant to them. Flexibility In general, small agencies tend to be more flexible than their larger counterparts, too. They'll often be willing to work harder to adapt to your workflow and software or to meet your deadlines. Better communication There's also a better chance they'll let you have direct communication with the people working on your project - the actual translators. This is a significant plus, as you'll get to provide context and background information that can help them do a better job. Specialization And another plus? Small agencies often specialize in one type of industry or have a strong focus on specific language pairs. This can be helpful if you're in a niche market or need expert-level knowledge of a language that's not commonly translated. Try and find an agency focused strictly on app localization services - their translators will likely also have expertise in that field. But of course, there are some downsides to working with a small agency, too. Why shouldn't you use a small translation agency? Still no direct communication with translators Small agencies do have some of the same faults as the larger ones. Mainly, they act as a barrier between you - the client who knows the ins and out of the app - to the translators who do the actual localization work. Even if they're willing to try to get the information across, it'll never be the same. Your control over the process will never be the same. Fewer resources Plus, they have fewer resources and tools compared to the larger agencies. They're not likely to have their own in-house software or have access to every language in the world. They'll have fewer translators in their database, so they may not be available to work immediately. This makes them a good option if you want to localize into one language, but not as much if you're planning a massive multilingual endeavor. Option 3: Working directly with freelance translators Some companies prefer to skip the middleman and work directly with freelance translators. In recent years this became much easier, with collab tools galore and several free databases to source for linguists. I covered the best places to find freelance translators in 2022 here. Why should you work directly with freelance translators? A lot of control Directly working with translators gives you the highest degree of control and communication throughout the localization process. You can hand-pick the people you work with and ensure they have the right expertise or credentials. You're free to ask them any questions you have, interview them, or ask for a test piece (paid, of course). And you can monitor their work directly to ensure they provide consistently high-quality copy. Working relationship Working directly with freelancers also lets you develop an actual relationship with the people working on your project, which on its own is a significant advantage. People you've met in person - or on Zoom - are more likely to invest in your project (as long as you're nice to them during that meeting). Wasy exchange of information When you have direct communication with your linguists, you're free to give them as much context as you want, and they can ask you any questions they have. Since information flows between you with minimal interruptions, you'll get fewer misunderstandings and better-localized results overall. Why shouldn't you work directly with freelance translators? Takes time & effort The main downside of working with freelance translators is that you need to spend time searching for them. It's time-consuming and often frustrating. Good translators that are easy to find are always busy. Good, available translators are hard to find. The Triangle of Localization Futility sums that up nicely. Quality Even if you don't mind investing the time to find your translators, vetting them is more challenging than you imagine. This is especially true if you don't speak the language they're translating into. In this case, you'll have to get help from a second translator to review the first one. But then, how do you know if their work is good enough? You'll have to get a third one. I think you see what I'm getting at here. Hard to manage And once you find the right linguists for you, there's still the little task of managing their work: Asking for quotes, sending out the materials, ensuring they read everything through, and checking for issues once they're done. Some freelancers are less reliable than others, and you're likely to deal with quite a few missed deadlines. Managing a team of freelancers isn't always easy, to say mildly. Option 4: Hiring in-house translators If you have enough volume of work to justify that, you can even hire your in-house translator. This isn't usually a good solution if you're just starting, but it may be in the future, so it's worth including in this list. Why should you hire in-house translators? Ultimate commitment This is an easy one: When your translators work in-house, they only care about your app. They won't have any other clients to learn about, so you'll be getting their full and undivided attention. And since they're staying on long-term, they'll be much more likely to take the time and learn about your users, voice, and brand identity. In-house translators are compensated per month or hour, not project. Which means they won't mind investing as many hours as needed in training. Ideal availability Another great benefit is that once you hire in-house translators, they're right there - physically or in spirit. They'll be able to collaborate closely with your writers, designers, and product managers. And whenever you have a question, you can simply fire a quick email and get an answer. That can be very valuable when trying to conquer a new market you don't know well. Built-in language lead Plus, an in-house translator can often lead their language independently. You won't have to manage them as much, leaving you time for other tasks. And having a foreign market managed by someone who speaks the language and understands the culture is the ideal way to do it. Why shouldn't you hire in-house translators? Best for mature localization teams In-house translators are expensive, and you need to have a significant enough need in a specific language to justify the cost. An in-house translator may be valuable if you're translating a complex app with constantly updating content. But if you're just starting out, it's likely you'd rather work with freelancers or an agency. Which of these options should you choose for your app localization? The best option for you depends on your specific needs. If you're just starting out and are worried about finding your footing, a small agency may be a good fit. They can give you the personalized support you need to understand the localization world better. If you're slightly more experienced and have plenty of strings or different languages to localize to, give a larger agency a try. If you find the right one, they'll be able to handle a scaling workload. Just ensure you're still monitoring their work rather than blindly entrusting them with your content. If you're willing to jump through some hoops and quality is at the top of your priority list, go for freelance translators. This is also a scalable, flexible solution. And since the control is in your hands, you can choose the best translators out there. As a bonus, it may even be cheaper than working with an agency, as there's less overhead. And finally, if you've reached that point where you have enough localization work to fill a part- or full-time job, go you! You can now hire an in-house translator and walk hand-in-hand towards the sunset. Bonus tip: Make sure your translators have UX writing knowledge. Assuming you've worked with a professional UX writer to craft your original copy, you probably want the localized versions to have the same impact. For that to happen, I would recommend hiring translators with a background or training in UX writing. I discussed this in detail here - give it a read if you're interested to learn more. Step 3: Choosing your localization platform If you plan on using Excel sheets to manage your localization, it's time to step into the 21st century. Today there are dozens, if not hundreds, of tools you can use to manage localization workflows and tasks, track quality, maintain consistency, and more. I wrote about some of these here and reviewed some of the most common pitfalls in mobile app localization. You can find an extensive list of localization tools over at writingTech. But in essence, there are two main categories of platforms you should be looking at: Project management tools and CAT tools. Sometimes they overlap to an extent, and sometimes they are two completely separate platforms. Let's see what each of these is. Project management tools for mobile app localization These platforms help you stay on top of all the steps and tasks involved in localization. They take care of things like maintaining your pool of translators, setting up translation tasks, receiving translated files from your translators, and putting your content through several stages (translation, review, proofreading, QA, etc.). Some of these platforms are highly robust; you can even use them to manage translator payments and invoicing. Others are significantly simpler - and they're priced accordingly, of course. If you've got an intricate app, have plenty of separate translation tasks, or plan to localize into more than one or two different languages, consider trying one. Using the right project management platform for your needs can save you time and hassle. For smaller projects, try utilizing the project management software you're already using in your company. CAT tools for mobile app localization CAT is short for "computer-assisted translation." It's a general name for platforms and software that help translators work better and more efficiently. With capabilities like translation memories (a file that can store every string your company's ever had translated), term bases (fancy loc word for glossaries), context screenshots, and automated QA scans, these ensure your translators can produce the best results possible. Read this post for a more in-depth look at CAT tools. CAT tools can come in an online or offline (desktop) version, with online ones being of the more modern variety. Some CAT tools require your translators to buy their own licenses, while others let you assign licenses to different users based on your needs. I would recommend going for the second kind so as not to minimize your pool of possible translators. If you're working with an agency, you can ask them to recommend a CAT tool. But remember, they may suggest the one they're most familiar with, rather than the best one for your needs. Try and browse around for a bit yourself, and see which option seems like a good fit. Do you have to use a tool or platform for mobile app localization? Strictly speaking, no - you don't have to. But if you're working with multiple translators, multiple languages, or multiple projects, it can be helpful to use one. It saves you and your translators time and helps prevent mistakes that can impact your results. Step 4: Preparing your brief template Get the free e-guide on writing great localization briefs here There is quite a bit of information you want your translators to know about your app before they start working on the project. So, for example, you may want to give them the 411 on: 👉🏼 Your app's features and how it works 👉🏼 Who it's meant for 👉🏼 What its goal is 👉🏼 Your brand voice and style 👉🏼 Any particular terminology you've used Plus, there are likely additional instructions and style guidelines you'd like them to follow. For example, do you want them to convert dates, currencies, and measurements to their local format? Do you want them to use gendered or non-gendered language? How formal should they write? Those are just some of many examples. Sure, you could set up a meeting and dump all that info on them - but how likely are they to remember? Rather than do that, a better way to go about it is to create a brief. This is essentially a document that contains all the information in a clear, organized, concentrated way. It gets everyone on the same page from the start so that they know exactly what's expected of them. Creating brief templates is helpful for several reasons. First, it ensures you don't forget to include any critical information. Second, it saves a lot of time later - since instead of creating each brief from scratch, you simply populate the relevant parts of your template, and bam, you're done. After all, a big part of the template doesn't change between projects - things like your brand voice, app features, and target audience, for example. To make things easier, I would recommend creating language-specific briefs. This way, you can include relevant guidelines for each language. You don't want to send translators documents with irrelevant information - once they see that, they'll assume you're just wasting your time and skim the whole thing (justifiably so). Also, keep your brief short and sweet. Only include what's essential, and leave out any fluff like your brand vision (sorry) and mission (double sorry). It's not that they're not important - it's that they're not necessarily relevant for a linguist working on your copy. If you're interested in reading more about writing brand voice guidelines for your linguists, read here. Now what? Congrats! You've got your infrastructure down, and it's time to start localizing. To learn more about what happens now, take a look at this post. Good luck! ‍

Obvious fact: Finding good translators is hard. In fact, for many companies, it's one of the main challenges when running a localization project. And when you're working mainly with freelance translators, It's definitely one of the most time-consuming steps. To be honest, even once you do find your linguists - it's hard to know if they'll be a good fit for your company (I've certainly seen my fair share of translation disasters). There are many factors that go into it, such as the translator being able to effectively interpret your needs and meet them with quality, timely work. They should have a good command of the target language they're translating from and a good grasp of style and tone of voice so that your content reads well in their native language. You also need someone who's reliable - someone you can count on. Why is it so hard to find good translators? In many countries, translation is completely unregulated, and translators aren't required to pass a test or have any kind of certification. In some of these, there's no official training available - even if one was willing to take one. Essentially, this means anyone can present themselves as translators - no matter what language knowledge or cultural understanding they actually have. This presents some complications, as you can't simply require your linguists to have a 'translation degree'. In fact, even the ISO standard for translation requires ISO-certified agencies to work with translators that have 'a relevant degree or 5 years of experience' - since demanding a specific certification is simply impractical. Since it's not possible for everyone involved in the localization process to speak all languages, ensuring your linguists are doing good work becomes significantly harder. This 'language blind spot' is also ripe ground for cost-cutting practices that damage quality - with some people exploiting these gaps knowing it'll be hard to catch them in the act. I've heard of linguists delivering machine translation claiming it's human, and without another native editor flagging this, it's possible the clients would never have known. Can translation agencies help? Some companies would prefer to just let agencies handle the whole process. The company will only need to be in touch with one (or few) contact people - so it's considered to be easier and less time-consuming. Plus, clients assume that by entrusting the agency with translator recruiting and quality assurance, they can get full peace of mind. After all, most agencies are operated by professionals who have a great deal of experience in this field. The agency can act as a mediator between the client and the translator, helping to ensure that both parties are happy with the work that is being produced. Reality, as always, is not so black-and-white. Yes, I've come across some incredible agencies, dedicated to providing incredible results. These often charge more, because quality costs money. After all, you want the project management team in your agency to put in the extra time, and ensure the results you're getting are up to standard. You also want them to be willing to pay the really good linguists - the ones who check all the boxes and can take their pick from nearly every agency and translation client working in their language pair. But I've also seen agencies on the other end of the spectrum. In an attempt to increase profits and speed things along for clients, they exploit translators and cut corners constantly. These agencies are hard to spot from the outside, as they still make a big show about quality. It's only when you start reviewing your results that you understand something is wrong. What do you need to look for when hiring freelance translators? There are several things you need to consider when finding your ideal candidate. And no - more years of experience or better qualifications do not necessarily indicate higher quality. Translation and localization are, after all, forms of writing. And true writing talent is often impossible to learn - you either have it or you don't. This means you can find translators with hardly any experience doing amazing work, and veterans producing very bad results. Plus, experienced translators may sometimes be set in their old ways. The localization industry has seen massive development in recent years, and if you're looking to localize using the most innovative tools and methods, their experience won't necessarily indicate a good fit. Instead, you want to look for the following: 1. Someone who's a good fit for your project In short, you want your linguist's profile to match the type of content you're thinking of localizing. If your typical user is aged 30-40, try to find a translator within that range. If you have a clothing swap app focused on fashion and trends, find a translator with knowledge in that domain. 2. Someone who produces good quality work As we've established, this is tremendously hard to define. The best way to go about this is to create a shortlist of potential linguists and give them a short paid test. Then, have a reviewer you trust rate those tests to find translators that consistently produced good quality translations. 3. Someone who is reliable and easy to work with This is an important consideration for many clients - you need to be able to trust that your translator will stick to the agreed schedule. If you're working on a tight deadline, even a day's delay can cause big problems. Look for someone who has a good track record of meeting deadlines, and make sure to ask about their availability before hiring them. In addition, try and get a feel of their personality. A translator should be receptive and willing to implement feedback and revisions of their work. 4. Someone you can pay This may seem trivial, but linguists who often work remotely and online usually have a preferred payment method and predefined payment terms. Depending on your location and local laws, you may have a preference or may not be able to pay using just any method. As you screen your linguists, ensure they accept the payment method and terms you're offering. So,where can you find these elusive - but oh so necessary - great freelance translators? Hop on to my guide on the 4 best places to find them for a conclusive list.

Localization is massively complicated, and a lot can go wrong in the process. See how you can solve your biggest localization problems through some professional tools & tricks. (Special thanks to Kinneret Yifrah for pushing me to write this post! This was originally posted in the Hebrew Microcopy Blog). ‍ Think writing UX copy is difficult? Try managing content for multiple languages at the same time. Localizing a product into a new language is a massively complex process, with dozens of moving parts. With so many people, cultures, and considerations involved, it's no wonder companies find it a struggle. This issue is further complicated by the fact that the localization industry hasn't fully transitioned into a tech mindset yet. Practices and procedures product companies take for granted haven't seeped yet into localization agencies, creating a deep knowledge and communication gap. I spent more and more time over the past years consulting companies on localization - from small startups to large international corporations. And so many of the product, marketing, and content managers I've met described feeling helpless or powerless when trying to take control over their localization workflows. With such fast international growth over the past couple of years - COVID-19 definitely had a hand there - teams often feel like localization efforts are spiraling out of their control. The reason for this is that good workflows and practices take time to establish. You often need months - or even years - to create the background materials and process needed. Then there's the little issue of training your team and finding and retaining good linguists. But I didn't write this to get you down: I wrote this to help you grow. Don't forget - this is 2022. Cars do their own driving. Drones bring us food. There's no reason why tech can't help us get better localization results, too. So as the title states, this piece will cover 5 localization pitfalls - and the technological solutions you can use to overcome them. I'll be going over some of the key issues companies face when translating their incredible UX copy into other languages, and introduce you to some great software that can help. If you're working on localizing your app and need some more info on getting started, mark this post up for later, too: Getting started with app localization: A step-by-step guide. But first - what are localization tools, anyway? A couple of decades ago, people decided the old-timey way of doing translation is no longer effective enough. So they nixed Word documents and handwritten faxes (yes, that was a thing back in the day) for advanced tools meant to streamline translation. Obviously, those came a long way since - and these days we have tools to serve two goals: Tools to improve translation and localization (usually called CAT tools = computer-aided translation tools) Tools to manage translation and localization projects (usually called TMS tools = translation management systems) Today, we'll focus on the first category - CAT tools. Plenty of translation management systems integrate with CAT tools and are able to automate a lot of the technical tasks involved - so if you're struggling with many projects, maybe a combination of the two is the right path for you. CAT tools improve constantly, and they contain a multitude of features meant to help support translation and improve quality. At the end of this article, you can find a handy comparison chart with all major CAT tools available today. I've mostly focused on cloud solutions because life is too short for emailing files. Plus, in past years, cloud solutions have become the core of the industry. This means you can expect more innovative features and continuous updates using these vs. traditional system-installed software. 1. Keeping things in context I know you know this, but it's so important, I'm just going to write it again. Context is crucial. Send your linguist context. Keep a pink neon PostIt with the word 'context' on your screen and underline it 3 times. Without context, you may as well give up now and invest your time in improving your spider solitaire score. 'Context' is essentially all information you need your international writers to know so they can make good choices. When they don't have that information, they often tend to fill the gaps on their own. It's because of what I like to call an ego bias, though I'm sure there's a more professional psychological name for it. Essentially, when not given certain information, we avoid asking multiple questions so as not to make ourselves look bad. Instead, we assume we're smart enough to guess the right answer ourselves. Spoiler alert: We're not, and we don't. Context information could be things like: The location of each string of text - for example, is it a title? Is it a CTA? The audience these strings are meant for - who will be using your product and reading those texts? What are they looking to get out of it? The voice of your product - How do you want your strings to sound? What emotions and sentiments are you trying to invoke? The reasons for the choices you made - Why did you choose to write 'Book now' rather than 'Order now'? What were you trying to convey? The goals you're trying to achieve - What are you trying you get your users to do? What do you want them to feel when they read your text? I like to divide this into 'big context' and 'small context'. 'Big context' is things like voice, goals, and audience info - this is information that applies to the entire localization task - or even your entire product. Usually, you want your linguists to read that before they get started, and keep it in mind throughout the project. 'Small context' is string-specific - for example, the reasons why you chose a specific phrase; Or the location of the string in your design. Ideally, you want it displayed alongside each string so that linguists can keep it in mind while they work on it. Remember that the easier and more accessible you'll make it, the more you're likely to get your linguists to consider it as they work. This is where tech comes in. Localization tools allow us to give our linguists that 'small context' they need in a way that's digestible and accessible - either by displaying notes next to the string, displaying screenshots for each string, or even letting linguists input their copy directly into the visual. Check out this example of the visual context preview from Weglot. You can see your translation automatically populated. This allows for ultimate visual adaptation. No more awkwardly clipped lines, too-long button texts, or mistranslated paragraphs. Your linguists can better deal with placeholders and dynamic contennt - because they see in action how they'll be displayed. And they can make sure - in real-time- that their copy choices fit into the allocated space. The information's all there, right at their fingertips - and they can easily notice and fix issues as they go along. The Phrase translation editor offers an in-context editor, and also allows you to attach screenshots and comments to every string. This information is displayed on the right side of the translation window, giving linguists full visibility of 'small context' information as they work. 2. Keeping terminology consistent Your terminology is a huge part of how each user experiences your product. Sometimes, finding the right terms to use for different features and screens takes as much time as writing the rest of the product copy. That's because the right words can help users identify and connect with your product. They can make it more memorable or useable, keep confusion at bay, and greatly increase the value you're offering your users. When writing UX copy for your product, you often maintain terminology consistency by referring to previously written copy; Using a design system with predefined components; Or referring back to a glossary file that your team keeps. But as you start delving into localization, you quickly learn it can be an enemy to consistency. During localization projects, you have multiple people adapt each string. These people are not always familiar with your terminology - even if you do manage to keep your glossary list up-to-date. Plus, consistency is needed even for UI components you wouldn't necessarily refer to as 'terms'. If you're referring to a menu item, a button, even a section of your app, you want to make sure your linguist will choose the same term every time. Otherwise, things could get confusing for your users pretty fast. This becomes more of a problem with complex systems and larger apps - where there are many, many tiny pieces of text. It also gets harder to maintain consistency when you're growing fast, adding multiple features over a short amount of time, or working with very large teams of linguists or through a large translation agency. If you already have a localized product on your hands, it may be a good idea to take a few days and check the existing translations. If needed, you can ask your linguists to harmonize (= unify) your content before you move forward. This will also give you an idea of what terms and phrases need that extra attention in the future. Then, you can move forward with creating your CAT tool term list or glossary. What is a glossary? In its old-fashioned form, a glossary is a list of terms. Many companies already have a similar list stored in Excel or a shared Doc. A CAT tool glossary (sometimes called a termbase) is like that, but better. Once we set it up, our CAT tool recognizes glossary terms in our text, highlights them, and provides the linguist with the approved translation. This ensures our linguists have this crucial information right there when they need it (remember? If it's not accessible, it's not useful). Once your linguists finish their translation, you can also ask the CAT tool to verify that terms were translated using the approved forms. If it recognizes an incorrectly translated term, it'll flag it and create a report you can share with your linguist. Of course, there will be false positives - the same words can be written in many forms, with your glossary only able to store one form per term. But this will be a great starting point for quality assurance, and a great way to make sure your linguists work within the instructions you defined. Creating the glossary will be a bit of work, but it's worth it - saving a lot of time in the future and greatly boosting quality. To determine which words need to be included, you can make a list yourself or use a term extraction software. This is a piece of software that scans your source copy and retrieves terms based on frequency or other criteria defined in advance. Some CAT tools already have the option to retrieve terms, and others will require you to use external software (personally, I have had positive experience with Xbench). The fallback - translation memory What about cases where consistency is crucial, but there are no easy-to-define terms to put into your glossary? Often, you can't know in advance which terms you'll need to define. You still want your linguist to have a way to quickly browse past translations, figure out the best term themselves and try to maintain consistency as much as possible. To do that, you keep a translation memory file. This is a smart file that stores inside all past translations for a certain langauge. Every time you start a project, you load it into the CAT tool to automatically 'absorb' your linguists' input. And every time a project ends, you save the most recent version of that file in your records. This way, your linguists (and you) always have the most up-to-date look into your product's translation history. It's a great record to learn from, and it's crucial if you want your linguists to be able to make informed decisions about the best direction to take. Not only that, but CAT tools can automatically input matching translation memory entries. If a certain string was translated before (for example, if you have multiple CTAs with the word 'back to homepage' on them) - it'll populate it with the previous translation. This can save you some money - since you won't have to pay to translate those strings again and again. And of course, it'll help with consistency - as linguists won't even have to actively search to find the legacy translation. But be careful - sweeping changes can create context issues later on. If you do choose to populate translation memory entries automatically, ask your proofreader or reviewer to make sure they're still a good fit when considering the full context. 3. Covering huge workloads - fast Okay, you say. All this is nice, but we're a modern business. We need an entire 500K-word app localized in 3 weeks (true story). Can't we just take a team of linguists and give each one a tiny piece of the content and have it all turn out perfectly? Pretty please? Um, well. It's very common for companies to want to cover a lot of content quickly - deadlines are tight and C level is pushing and a launch is just around the corner. And there are tools that can help you achieve that with better (read: non-catastrophical) results. But before we go deeper into that, quick disclaimer: Good things take time. Good work takes time. If you decide localization is the right path for your product, you should give the process the respect it deserves. Otherwise, you may find yourself spending a whole lot more money and time later - fixing everything that went wrong when you rushed through things. That being said, there are ways to help linguists collaborate in a more efficient manner, and speed things along in the process. Simply dividing a file into pieces won't do the trick - your linguists won't have access to each other's work. This means they won't be able to check the translation memory in real time. Instead, each will go in a separate direction - and you'll risk finding yourself with 6 different versions of the same CTA. To do it better, you can use a CAT tool that allows several linguists to work on one file at the same time. This way, the translation memory is constantly synced for all linguists. They have read-only access to work their collegues do, and can even discuss among themselves to find the best solution for particularly cumbersome challanges. Another helpful direction is to let your editor work on the file while the translator is still moving through it. This way, the editor can flag potential issues for the translator before they're even done working. They can update and improve as they go along - rather than repeat the same error over and over again. And of course, you'll be saving some precious time - since you're not waiting for your translator to cover the entire file. For example, in systems that allow editing and translation of the same file at the same time, you can easily work on large files as well and make updates in terminology and wording at the beginning of the work, so you do not have to correct again and again later. In Smartcat, for example, you can split a file between several linguists - assigning some of the strings to each of them. They'll all update the same translation memory and have read-only access to each other's work. They can also add comments to every string, to discuss issues and learn from each other. The project manager has eyes on their progress and can see exactly how many strings were translated by each linguist . The same thing happens in Matecat. You can have the tool split the file into as many as 50 parts, with all linguists having access to the full translation memory. This allows for faster turnaround times and more efficient work all-in-all. 4. Integrating with other tools Now, let's talk about other stakeholders in our project. We want to make life easy for everyone, because good localization truly hinges on company-wide cooperation. Fortunately, all cloud tools today offer some level of stack integration - both to pull source text for translation into the software, and to push it back in after the work is done. Integration like that is wonderful, and not just because it keeps everyone happy. When you don't have to load files by hand, you avoid a lot of the human error this process is traditionally riddled with. On top of that, keeping files current in a fast-moving, constantly-updated environment becomes much easier - as it's easy to know which file is the most recent one synced. The best tool for your tech needs depends on your workflow and development stage. For example, if your product is still in design, you may need the CAT tool to sync with a design tool like Figma or Sketch, rather than a repository like GitHub or web development tool like WordPress. Transifex, for example, integrates with a large variety of design, development, and eCommerce tools - from Figma to Bitbucket to Slack - thus ensuring you can focus on improving your localization results. ‍ Crowdin also offers over 100 integrations, which means you can pull your content from repositories to UI tools, and push it back in with the click of a button once localization is done. And Localazy promises to make any integration a breeze, by offering a 'set up and forget' automated solution for localization. Generally speaking, If you're working with industry-standard tools you're obviously going to have an easier time - with the main CAT tools offering built-in integrations for agile deployment. But even if not, you can reach out to CAT tools providers and ask for their advice on the best way to integrate your stack. On top of that, the features you choose to incorporate in your localization workflow will also impact your choice. Visual editors that sync with your will obviously require a tighter integration, pulling all visual and graphic components into the CAT tool, too. Text-only editors will be easier, but your team will probably need to hand-input all screenshots and context materials. Some tools offer better quality assurance, while others put their main focus on integration. So you will need to define your priorities before you make a final decision about the tool you choose. 5. Maintaining high-quality standards Let's assume you just completed a 10K string project. Out of those 10K strings, 10% had double spaces. 12% had terminology inconsistencies. And another 3% had typos or spelling issues. You have one day to find every issue and fix it without inadvertently creating more damage. Wait, step away from that ledge. Some would stay quality control is the biggest challenge in localization. And it's easy to see why - with so many strings and components involved, staying on top of quality is a nearly impossible task. This is further complicated by the fact that linguists and product managers often don't have a shared baseline to compare things to. To put it simply, it's hard to define what 'good UX copy' even means. Not many translators have UX experience or knowledge, and not many product or localization managers speak the language currently localized. This makes discussing quality issues a very vague and ineffective experience. Quality assurance tools can partially help with this task. They scan the translated strings and flag issues based on a predefined quality profile. The project or product manager can choose - from a list - what errors to flag, and what errors to refer to as critical. Obviously, you can only find rather technical, easy-to-define issues there - things like double spaces, strings exceeding the character count, typos, and incorrect punctuation. But even so, it's a big step towards ensuring your target content is well-written. Here, Phrase) provides a detailed report of issues - missing numbers, terminology issues, spelling issues, and more. Linguists need to tap 'Run QA' to see these flagged. Once they do, they can resolve all issues in real-time. If an issue is set as critical, your linguist won't be able to deliver the file until it's resovled. Lokalise provides project managers with a full QA overview, so they'll easily be able to have a clear view of the quality status of the project at all times. These problems are also flagged for linguists in real-time (no need to run a check), to ensure most of them are fixed early on. The fact that these tools provide a standardized, detailed report of the issues found is an added advantage. It's a great start when discussing quality with your linguists, because you're able to talk about concrete issues rather than vague (though crucial) things like style and readability. That being said, these reports should be taken with a grain of salt. On top of many, many false positives, they're not able to discover layout or alignment issues. They won't let you know if your linguist missed a piece of crucial context info. And they do take the focus off equally important topics like tone of voice and fluency. In fact, since ensuring your linguists provide fluent content that adheres to the brand's voice is much harder (some would say: impossible), these issues are often neglected. Despite immense developments in computerized and automated translation in past years, maintaining fluency and brand consistency is still a mostly manual task. But who knows? With the massive strides taken in NLP in recent years, this may be something we'll be seeing very soon. Wrapping it up There isn't one perfect tool here - your needs will determine the right one for you. You go about this like you do with all good product processes: Begin with the problem(s) and move forward from there. To help you get started, use the comparison tables throughout the article to get a top view of the various tools available and their features. Good luck! ‍ For more reading, check out 4 brands that impress with their localization strategies.

Finding freelance translators for your localization project can be a challenge. Fortunately, with these four methods, you'll find the perfect match in no time. If you've already read our guide to hiring top freelance translators, you know it's not an easy task to achieve. After considering every important factor, you're left with the question of where to start your search. The fact is there are a few different directions you can take to find the perfect translator for your project, and each has its pros and cons. I'll be covering the 4 best methods here, along with a few recommendations for specific sites you can use. 1. Find freelance translators through word of mouth This is the most traditional way, and it still has its merits. Ask colleagues and friends from your industry if they know of any good translators they could recommend. This is a great way to get personal recommendations from people you trust. Plus, you'll be getting names that were already tested and vetted - so you're much more likely to find good, reliable suppliers this way. To reach the best industry advice and recommendations, you can use any of the following methods: Ask personally - reach out to people you know and trust and get first-hand recommendations and referrals. Ask on social media - LinkedIn is a great place to start, but you could also try Twitter or Facebook. There's bound to be someone with the right recommendations in your network. Post on a professional group - this is a great way to cast a wide net and get recommendations from colleagues who may not be in your network. People usually jump at the chance to recommend great freelancers they've personally worked with (and rave about them), so this can be a very effective method of sourcing. Pro tip: When asking for referrals, be sure to ask for detailed feedback about the translator's work. This will give you a good idea of whether they're a good fit for your project. If you're considering several linguists, this can also help you make a decision about who to hire. 2. Dive into member lists of professional translator associations Most professional associations have a list of members featured on their site. It's considered one of the benefits of signing up to that association, and it's also a great place to find great linguists. Professionals willing to pay for memberships are often more serious about their career, and so it's safe to assume they'll be more committed to providing quality results and building their reputation. Start by visiting the member lists of these main associations: ‍ATA - The American Translator Association has a detailed service directory where you can find individual translators for any project. You can search by language or by translation tool, to find linguists already willing to work in your tool of choice. For some languages, you can also find certified translators with proven credentials. On the downside, it's a bit of a rough interface, and some of the more innovative or new translation tools may not be listed there. ITI - The institute of translation and interpreting keep a public directory of members, where you can search by source and target language. Results can be filterered by specialties, additional skills, and translation tools, so you can easily narrow them down to find your ideal candidates. The members listed in the ITI directory have all been through an internal assessment process, which is both a good and bad thing - it's a great way to ensure quality, but it also means it may be harder to find enough suppliers for your project there. IAPTI - The International Association of Professional Translators and Interpreters has a database of registered members you can browse. Use the dropdowns to pick a source and target language, specialization, service offered, and country - or search for linguists by name. Profiles are rather basic, but you can reach out to linguists directly to ask for more information. Women In Localization - This global community focuses on advancing women in the localization industry. There's no member directory here, but you can post a job on their job board and have the right linguists reach out to you. ‍ Pro tip: When looking for translators for a specific language or locale, try to find a local translator association. Many translator communities have one, and since it's local, you'll be able to find more candidates and even filter by specific variants or dialects. 3. Visit dedicated translator databases Write about how there are sites meant specifically for the localization industry. Linguists can create a profile, add their credentials and experience, and even upload some samples of their work for your reference. Most of these sites have a free and paid tier, which means you can choose the level of industry commitment you're looking for. But since it's easy to create a free profile, you'll also have access to a lot more linguists in one place - at least, compared to As these sites are industry-specific, they also offer detailed filters and additional tools meant to help you locate your ideal translator. Proz.com - The oldest, and probably biggest, translator directory is still the best place to start when you're looking for translators. You've got dozens of search options, from the usual language pair and expertise to more advanced budget and feedback filters. Proz allows clients to rate linguists and agencies on a WWA (willingness to work again) scale, giving you a glimpse into the level of professionalism each one of them has. You can also see if linguists have a pro certification (that means they pay for a Proz.com Pro account), and even receive information on the data security policies each translator employs. All in all, you get a very detailed overview of the linguists you find, which can be very helpful when trying to narrow it down to the best ones. Despite that fact, the profile section at Proz.com is severaly lacking. The 90s-esque design makes it almost impossible to gain any insight from the info mentioned inside. Proz are (slowly, very slowly) improving their UI, so be prepared for some inconsistencies when going through the database. TM Town - for a slightly upgraded version of the Proz.com database, you've got this site. I'm pretty sure it started as an experiment by the Proz.com people, as it's owned and operated by the same company. Since it has a better design and a slightly different claim to fame, it may attract some of the newer linguists out there - so it's a good idea to search both. TM Town profiles often include some sample translation, as well as additional information about each linguist's experience, payment terms, software knowledge, and more. They also link to additioal reviews and information in each linguist's Proz.com profile. Smartcat Marketplace - A relatively new addition, the Smartcat marketplace lets you find linguists based on a variety of criteria - like language pair, expertise, and even time zone. You can see each linguist's preferred rate, as well as a rating of their quality and deadline compliance. These linguists all work with the Smartcat translation tool, and so you can see how many words and proejcts they were involved in through Smartcat in the past. Unlike other traditional databases, here you're also able to see if your linguist is currently online and even chat with them - which is great if you're a bit in a rush. And if you're short on time, you can outsource the entire process to the Smartcat experts. They'll find and test linguists for you, and get back to you with a shortlist of the best ones they could find for your proejct. Smartcat also claim to be able to handle the entire end-to-end process inside their ecosystem. Once you find your freelancers and they finish the work, you can even pay them - wherever they are - through their payment module. Translators Base - An oldy, this one may provide you with additional options if the first 3 didn't do the trick. You can only search by language and country, but when looking for linguists in rare languages, you can ideally hopefully find some great options. As with many of the others, you can also post a translation job here and ask translators to reach out with a quote. Pro tip: Finding the right linguists takes time. Instead of spending hours searching through databases, post a job listing in any of the above and let the right qualified people reach out to you. 4. Cast a wider net with freelance marketplace websites If you had no luck through the dedicated databases, turn to general freelance marketplaces. These websites provide freelancers with a place to offer their services, and they're a great place to find great, highly-rated suppliers. In addition, they often take responsibility over orders made through their systems - giving you added peace of mind when working with unfamiliar translators. The downside is these are often the first place freelancers visit when they start their business. This means you're very likely to run into some unqualified people here, so proceed with caution. Upwork - Upwork is a popular freelancing website that is well-established in the market. With tens of thousands of translators in their database, they're certainly a good place to start. Ratings and feedback from previous jobs will give you an insight on each linguist - and since Upwork gets a lot of traffic, you sometimes have hundreds or thousands of reviews to rely on. It's not a dedicated translation marketplace, but they do have some localization-specific filters to help narrow down your search. You can choose between experts in software, legal, medical, or technical translation, and search by language to find people working with the language pair you need. Fiverr - Fiverr is a somewhat simpler interface, with freelancers offering their services for as little as $5. While they built their rep on the $5 gig, you're actually able to find quite a few better-paid professionals there, too. Suppliers in Fiverr can also create predefined offers to make it easier for clients to hire them. As in Upwork, there's a rating system that can help you learn a bit more about what it's like working with each freelancer. Fiverr also allows for deeper filtering, and you can choose from a number of services. Plus, you can easily filter by source and target language - making your search that much more efficient. They also offer a Pro program, allowing you to work with vetted and verified suppliers. There are only a few linguists on the pro program for now, as it's a new addition - but it's sure to grow in the near future. PeoplePerHour - PeoplePerHour is somewhat less well-known, but still has a wide range of translation and localization experts listed. As it's not as prominent, linguists are likely to charge less - though I definitely don't encourage letting price be your main deciding factor. Filtering controls are also quite limited, but they're a good option to have on file if you're looking for an especially rare language or just want more options. Pro tip: Don't let experience be your only measure. Sometimes, you can find incredible translators with true talent who are only just starting out. If you feel like you found someone who may be a good fit, give them a chance (but of course, make sure you have a thorough testing process in place first!) No matter which method you choose - whether it's counting on recommendations or searching through the databases - it's important you actively manage communication and feedback. This will allow you to get the best quality possible and build long-term relationships with your linguists. Good luck!