App localization is the strategic process of adapting an app to meet the linguistic, cultural, and operational requirements of different target markets beyond its original audience.
It doesn’t just involve translating an app’s content into various languages. It includes adjusting visual elements, layouts, and functionalities to resonate with local users.
As such, this process can be extensive, and thus complex. But don’t worry, in this article, we will provide a step-by-step guide on how to localize an app.
1. App internationalization (I18N)
Internationalization, often abbreviated as I18N, is the first crucial step in preparing an app for localization. In this step, you need to design an architecture that supports multiple languages and cultural settings for the app. This ensures that the app can be easily adapted to various global markets without significant code changes later.
I18N falls under the responsibilities of the development team (product manager, developers, designers, etc.).
Plan for internationalization early
Start by considering internationalization during the initial design phase of your app. This foresight will save you time and resources, as retrofitting an app for internationalization can be complex and costly.
- Define the scope: Determine the elements of the app that will need localization, which generally include text, audio, graphics, UI elements, and cultural references.
- Research your target markets: Understand the specific requirements and sensibilities of the markets you plan to enter. It will influence decisions about which languages and cultural norms need support.
Architectural considerations
Modify the app’s architecture to support easy swapping of localized content and to handle different technical requirements of various languages.
- Use Unicode: Unicode (UTF-8 is common) supports various characters and symbols in different languages.
- Separate content from code: Store all localizable content, such as UI strings and dialogues, separately from the code, typically in resource files or databases. This will make it easier to update localizable content without touching the core code of the app.
UI design
Design a flexible user interface (UI) that can be adapted to different languages and text directions. The text length may vary significantly with the language, which can affect UI layouts.
- Dynamic UI layouts: Create UIs that can expand or collapse to accommodate texts of varying lengths. Use grid layouts or anchoring systems that can be adjusted based on the content.
- Support for RTL languages: If you intend to target regions that use right-to-left (RTL) languages like Arabic or Hebrew, ensure that your UI can flip or adjust to support RTL text directions.
Cultural differences
Prepare for cultural and regional differences that go beyond languages:
- Cultural sensitivity: Be aware of cultural norms and taboos. This might mean altering or omitting certain content that can be sensitive or offensive in particular cultures.
- Visual elements: Consider the cultural significance of colors, symbols, and images. What’s positive in one culture may be negative in another.
Regional differences
Account for regional differences that affect how information is presented and understood:
- Date and number formats: Use local formats for dates, times, and numbers. Libraries like International Components for Unicode (ICU) can help manage these variations programmatically.
- Currencies: Display prices in local currencies and use appropriate symbols or codes.
- Units of measurement: Convert units to local standards (e.g., metric vs. imperial).
Testing
Testing is essential to internationalization success. A typical internationalization testing process includes the following steps:
- Pseudo translation: Extract all localizable content, translate it into a few selected languages by using pseudo translation techniques (machine translation is widely used), and create localized apps.
- Automated testing: Although your application’s text should have been properly separated from its code in this step, it’s wise to exercise caution. Automated tests can be used to verify that all the text has been correctly extracted from the code and that the UI elements are properly adjusted based on the text lengths and directions.
- Manual review: Conduct manual reviews before the actual translation process begins to ensure that the app looks natural in each target language. This step helps spot issues with layout, font rendering, and other localization-related bugs.
- Issue fixing: Fix all issues found during the above steps.
Documentation and guidelines
Develop and maintain comprehensive documentation of your internationalization standards and practices. These are crucial for consistency, especially if you work with external translation teams.
- Guidelines: Include explanations of the app’s mechanics, context for all UI strings, graphical assets, and any other things that should be noticed by translators.
- Terminology: It includes terms used during app design and their meanings.
We want to emphasize the importance of internationalization again since it is usually ignored (or at least partially ignored in most cases).
I18N is a foundational step in making your app globally accessible. A thoughtful and well-completed internationalization process can make the subsequent localization smoother, more cost-effective, and appealing to a global audience.2. App localization (L10N) preparation
Localization preparation is crucial to ensuring a smooth and successful localization project. By defining clear goals, assembling the right team, budgeting effectively, and developing informative guidelines, you will lay a solid foundation for your app’s localization.
Set up your localization goals and specify the scope
The first and most important step in the localization process is to set up the goals and specify the scope.
- Identify target markets: Determine the target countries or regions of your app. This decision should be based on market research results and strategic business goals.
- Set up clear goals: Outline what you aim to achieve with localization. Are you looking to increase user acquisition, improve user satisfaction, or drive revenue growth in new markets? Clear goals will help guide your entire localization strategy.
- Specify the scope: Decide the extent of localization. Will you just localize the user interface, or will you localize user support, marketing materials, and legal content as well? The scope will affect the resources and budget needed.
Build a localization team
A dedicated and skilled localization team is essential for the success of your project.
- Project manager: The project manager oversees the entire localization process, ensuring timelines, budgets, and quality standards are met.
- Translators and reviewers: They need to be native speakers who understand the nuances of the target languages and cultures. They translate and adapt the content to be culturally relevant.
- Localization engineers: They are responsible for the technical aspects of localization, such as analyzing word count, converting files into translatable files, etc.
- Developers: You will need support from the development team to create localized products and fix defects. If you cannot get their support, an independent software engineer is required to join your team to cover these jobs. Often, your localization vendors can provide these developers.
- QA testers: They assess the localized app for linguistic accuracy, functionality, and cultural appropriateness.
- Designers: They adapt the app’s design elements, such as images and icons, to suit the preferences and expectations of the target audience.
- External partners: In most cases, you will outsource the translation to external translation or localization vendors. In such instances, it is fairly common to also allocate part of the engineering and QA processes to the same vendors.
Get quotes and set a budget
An accurate budget is essential to acquiring the resources necessary to complete the project.
- Request quotes: Reach out to localization service providers, translation agencies, or freelance translators. Provide them with the project details, including the project scope and specific requirements, and request quotes for their services.
- Evaluate costs: Compare the quotes and evaluate their inclusions. The overall cost should cover translation, editing, proofreading, QA testing, and any additional services such as cultural consulting.
- Plan budget: Allocate a budget that covers all aspects of the localization process, including contingency funds for unexpected costs. Both one-time and ongoing expenses should be considered. Your budget should reflect your quality requirements and the scope of services needed.
Consider the needs of your app and select an appropriate offer. An agency typically provides comprehensive solutions that include translation, editing, and QA testing, while freelancers tend to provide lower-cost options focusing solely on translation.
Prepare a rough component plan
A component plan of the localization project helps keep the project on track. Different types of components require different localization processes. Here is how to develop a plan for each key component.
UI strings
- UI element classification: Classify all UI elements of the app, including buttons, menus, labels, and error messages.
- Translation and adaptation: Develop a translation plan for UI strings, ensuring that they meet the design constraints in the target languages. Adapt the translated text to maintain usability and readability.
- Integration and testing: Integrate translated text into the app and conduct usability testing to ensure functionality and visual consistency.
Online help
- Content extraction: Extract all help content, including FAQs, tutorials, and user guides.
- Translation and localization: Translate the help content, ensuring technical accuracy and cultural relevance. Localize examples and scenarios to be relevant to the target audience.
- Review and testing: Review the translated content for clarity and accuracy. Test the help content within the app to ensure it provides effective support for users.
Printed guides
- Identify print materials: List all printed materials that need localization, such as user manuals, quick-start guides, and brochures.
- Translation and formatting: Translate the printed content and format it to match the original design while accommodating text expansion or contraction.
- Printing and distribution: Plan for the printing of localized guides and their distribution in target markets.
Images
- Image inventory: Compile an inventory of all images used in the app, including icons, illustrations, and screenshots.
- Localization requirements: Determine which images require localization, such as those containing text or culturally specific content.
- Image redesign and replacement: Redesign or replace images as needed to reflect local preferences and cultural norms. Ensure they are properly integrated into the app.
Videos
- Video review: Review all videos, including tutorials, promotional videos, and in-app demonstrations.
- Script translation: Translate video scripts and adapt them for cultural relevance and appropriateness.
- Subtitling and dubbing: Decide whether to use subtitles or dubbing for localized videos. Coordinate the production of subtitles or voiceovers.
- Editing and testing: Edit videos to include localized elements and test them to ensure that the audio and video are synchronized while maintaining overall quality.
Online help
- Content extraction: Extract all help content, including FAQs, tutorials, and user guides.
- Translation and localization: Translate the help content, ensuring technical accuracy and cultural relevance. Localize examples and scenarios to be relevant to the target audience.
- Review and testing: Review the translated content for clarity and accuracy. Test the help content within the app to ensure it provides effective support for users.
Printed guides
- Identify print materials: List all printed materials that need localization, such as user manuals, quick-start guides, and brochures.
- Translation and formatting: Translate the printed content and format it to match the original design while accommodating text expansion or contraction.
- Printing and distribution: Plan for the printing of localized guides and their distribution in target markets.
Images
- Image inventory: Compile an inventory of all images used in the app, including icons, illustrations, and screenshots.
- Localization requirements: Determine which images require localization, such as those containing text or culturally specific content.
- Image redesign and replacement: Redesign or replace images as needed to reflect local preferences and cultural norms. Ensure images are properly integrated into the app.
Videos
- Video review: Review all videos, including tutorials, promotional videos, and in-app demonstrations.
- Script translation: Translate video scripts and adapt them for cultural relevance and appropriateness.
- Subtitling and dubbing: Decide whether to use subtitles or dubbing for localized videos. Coordinate the production of subtitles or voiceovers.
- Editing and testing: Edit videos to include localized elements and test them to ensure that the audio and video are synchronized while maintaining overall quality.
Create guidelines and reference materials
Clear guidelines and reference materials ensure consistency and quality in the localization process.
- Style guide: Develop a style guide that outlines the preferences, tone, and style to be used in each target language. It should include terminology specific to your app, preferred phrasing, and cultural considerations.
- Glossary: Create a glossary of key terms and phrases that must be translated consistently. Include technical terms, branding elements, and common phrases used in your app.
- Localization kit: Assemble a localization kit that includes the style guide, glossary, source files, and any other resources necessary for translators and QA testers.
Select translation techniques
Choosing the right translation techniques and tools can enhance efficiency and quality.
- Computer-Assisted Translation (CAT) tools: They help translators work more efficiently by providing translation memory, terminology management, and automation features. Examples include MemoQ, Trados, and Wordfast.
- Translation Management Systems (TMS): TMS platforms allow you to manage the entire localization workflow, from project management to translation and review. They facilitate collaboration among team members and streamline processes. Examples include XTM and Phrase.
- Machine Translation (MT): For certain types of content, machine translation can speed up the process. However, human review is necessary to ensure quality and cultural appropriateness.
After finishing the above steps, you will be well-prepared for the localization process, ensuring that your app resonates with users in your target markets and meets your business objectives.
3. App content localization
This phase involves managing the process of content translation, engineering, formatting, conducting quality control, and integrating the translated content into the app. These are the real production steps for creating localized products.
- Translation: Extract all content that requires translation, including UI strings, help documentation, and multimedia elements. Translators should follow the guidelines and reference materials created during the preparation phase. Regular communication between the project manager and translators ensures adherence to timelines and quality standards. Usually, after the translation is completed, a review process is necessary to ensure the highest possible quality.
- Localization engineering: This includes engineering tasks that assist translators in finishing the whole process. For example, externalizing all UI strings, adapting the file codes, converting files between programming formats and translatable formats, etc.
- Quality control: It ensures the translated content is accurate, culturally appropriate, and functions properly within the app. Linguistic Quality Assurance (LQA) is the most commonly used method. It involves native speakers reviewing the translated content in context. We strongly recommend that you implement LQA at this stage.
- Translation integration: Integrate the translated text, images, and other assets into the app’s resource files. Create a localized version of the app and perform basic testing to ensure that all translations are correctly integrated and displayed.
By working on these steps, you can effectively manage the execution phase of app localization, ensuring that the content of the app is well-translated, culturally relevant, and ready for the next phase.
4. App localization testing
Localization testing is another important phase in the localization process, ensuring that the localized app meets the highest quality standards in terms of language, functionality, and cultural relevance. This step involves comprehensive testing to identify and fix issues before the app is released to the target market.
Linguistic testing
Linguistic testing ensures the translated content is accurate, clear, and contextually appropriate.
- Accuracy: Verify that all translations are accurate and that the terminology used is consistent with the glossary and style guide. Check for and correct spelling and grammatical errors.
- Context: Verify that the translated content makes sense in the context of the app. Ensure that phrases fit naturally within the UI and that messages are clear and concise.
- Consistency: Verify the consistency in terminology, tone, and style throughout the app. Inconsistencies in these aspects may confuse users and affect user experience.
- Layout: Check the app’s layout to ensure that text alignment is correct and that there are no overlapping or truncation issues. Ensure that all translated text fits well within the UI elements without ruining the design.
Functional testing
Functional testing ensures your app works properly with the localized content.
- UI functionality: Test the app’s user interface to ensure all elements are displayed correctly without issues such as text truncation, overlapping, or misalignment.
- Input and output: Verify that the app correctly handles user input in the target language, including input of common texts, special characters, and texts involving regional formats such as dates, times, etc.
- Navigation: Ensure that all navigational elements, such as menus, buttons, and links, function as expected and that users can navigate through the app smoothly.
- Performance: Test your application’s performance to ensure that localization does not negatively impact loading times, responsiveness, or overall stability.
Cultural testing
Cultural testing ensures the localized app is culturally appropriate and resonates with the target audience.
- Visual elements: Review images, icons, colors, and other visual elements to ensure they are culturally appropriate and do not offend or confuse users in the target market.
- Content relevance: Ensure that all content, including examples, references, and idioms, is relevant to the target audience. Remove or replace any content that may not be understood or appreciated.
- User experience: Collect feedback from native speakers in the target market to assess the overall user experience. You can conduct usability testing or surveys to understand how the app is perceived.
By thoroughly conducting linguistic, functional, and cultural testing, you can ensure that your localized app delivers a high-quality, seamless experience for users in the target market.
5. App release and post-release support
Finally, your app is successfully localized. Now you can launch the localized app in the target markets.
- Launch strategy: Develop a marketing plan that appeals to each market, leveraging local social media platforms, influencers, and traditional media.
- Post-release support: Provide ongoing support and updates in the local languages, maintaining engagement and addressing any emerging issues or cultural sensitivities.
- Continual updates: Keep collecting user feedback and updating the localized versions to fix any overlooked issues or to respond to cultural shifts and preferences.
Localization is more than just translation. It is completely adapting your app to offer a natural and engaging experience to users from different cultural backgrounds.
By carefully planning and executing each step of the localization process, you can maximize your app’s global appeal and success.