Better Product Internationalization With Localization Best Practices
Localization is not an act in hindsight, but an integral part of the product development process. And it’s also become the epitome of user-friendliness. 75% of the world populations feel more at ease and confident in using localized products in their native language as opposed to English. Therefore, the integration of a localization strategy within product development planning and its cycles is crucial. Here I explain some localization best practices and solutions.
Localization strategy as an integral part of product development
Through constant optimization, localization companies have found a reliable method of rolling out international product launches and continuously localizing them. Many companies try to fit in new languages without proper planning, which can be a costly misstep.
Companies with little localization planning need to quickly learn from the higher costs that are often incurred. The issue arises from improper alignment between developers, translation managers, and linguists. Translatable texts — usually within the user interface — and the localized versions are not updated in a synchronized manner. For example, the code for certain areas of text doesn’t take into consideration the space needed for some languages, meaning more working hours must to go into fixing this.
In addition to increased costs, the delayed launch in new geos can also happen. Quite often, managers realize that not everything was translated and need to rush to catch up. Rushing affects quality. Or, the developed product doesn’t adapt to local standards, like when both male or female forms are forgotten in the salutation for the language where this is needed.
Start on the right foot
By factoring in a localization process from the get-go and choosing the right translation software and vendor, translations can be automated and accelerated on a technical level. Translators are then able to deliver better, more contextually appropriate results.
The most helpful vendors are those that advise on the right processes and best translation management tools for the task at hand. Some companies, like Alconost, are able to develop custom connectors that integrate well with the company’s content management system. This creates a near flawless process.
Product localization best practices and stages
Processes and guidelines are everything in a localization strategy. They ensure that effective localization is well within the development process of digital products. Other key factors are strategic scheduling international releases and outsourcing to a localization service provider. The latter needs to help the company with its localization strategy and perfectly understand product development, design and user journey.
After the decision maker puts in motion the preparation for a new language, a chain reaction ensues that affects multiple parties. All involved must work together seamlessly. There are five stages of the localization process that mix linguistic, development and product management elements:
Stage 1: Reviewing the source texts
Once the source texts are created in the product’s original version, they are proofread prior to being translated. Proofreading can happen on many levels, either in a source file, or in the translation management software. Once it’s void of any grammar or spelling mistakes, it can pass to the next stage. Delaying this usually increases the workload, seeing as errors affect the target languages as well. Both these texts and the localized product versions would need to be re-done or fixed before going live.
In addition, all source materials need to undergo an assessment of all cultural, technical, and linguistic aspects. This can be carried out by a localization company.
Stage 2: Product localization testing
Next, a common practice is to launch a pilot language (other than English) to see if the developed product, once stable, is localization ready. By testing the localizability in one language, those involved can identify any problem areas. Feedback is collected from local users and testers, and even third-party industry specialists. After resolving all issues, it’s safe to translate into more languages.
Stage 3: Collaboration with a third-party translation vendor
In this stage, it’s recommended to halt any changes to the UI, lock the content and keep any updates for a future sprint. All required materials must be provided to the translation company. This includes the translation tools, software, such as cloud platforms, CRM, CMS, and third-party translation platforms. Some degree of access to the actual product to understand the context is also recommended. In addition, localization workflow instructions, style guides and glossaries must be provided.
Constant communication starting with a kick-off meeting and then weekly check-up calls ensures a good follow-through.
Stage 4: Translation quality assessment
After the translations are completed by the vendor, it’s common practice to get yet another party to check the localized product. They ensure that the texts do indeed speak well with the new demographic. In addition, style, grammar and spelling are checked in making sure that style guides and glossaries have been adhered to. They also see whether some strings were left untranslated, perhaps missed by the software or by human-error.
Stage 5: User interface fixes and remaining translations
Once the translations are done, the user interface can be further adapted if required. Other elements like graphics, scripts, and other elements can be localized as well.
Continuous localization problems and solutions
In the next step in a company’s localization strategy, they also need to establish an equally effective continuous translation process to accommodate the constant updates in copy, code, product changes and new messages on the app. This differs from the launch of a new language in its scope and size. There are usually less words to translate, but on a more frequent basis. Developers, product managers and the chosen localization service provider need to work together in creating an automated and cost-effective process. Small, ongoing translation needs can also best be solved by software developed for this purpose, of course translated by people and not machines.
A problem that can occur in ongoing localization is the lack of consistency throughout a product. Pre-defined and documented standard operating procedures, glossaries, and style guides should be respected at all times. Another issue is the lack of proper automation or workflow where strings are left untranslated, and the user sees a language other than their own in the product.
Integrating translation management software
The key solution that works for companies is the usage of translation software run by localization experts, which is integrated with their own websites and platforms with the use of an API. Product managers, localization experts and translators have access to these and receive notifications when a new string — a word, phrase, paragraph — needs to be translated. They do it either automatically as per an agreed arrangement or are assigned a task each time.
In the case of integration, the translated strings appear immediately in the software or product and removes the repetitive, yet time-intensive task of uploading or downloading files. Continuous localization can happen on a daily, weekly or during a sprint. Glossaries and style guides may also require frequent updating after product changes or company re-branding.
Assessing quality
Finally, the implementation of frequent quality checks in the form of linguistic testing will also lead to fruitful product improvements, aimed at optimizing how clients experience products.
“What is linguistic testing? It’s when a localization specialist tests the build on the relevant local version of the OS. While doing so, they takes screenshots of problem areas (untranslated text, strings that go off-screen, wrong encoding or text direction, wrong context) and works with the developer to make changes to the resource files.” - Alex Murauski, CEO of Alconost
In closing, initial and continuous localization are integral parts of the development of new products. Not implementing a localization strategy and taking these tried-and-trusted best practices seriously can have negative impacts. Embracing them will effectively globalize products for worldwide clients. Companies must work hand-in-hand with localization experts who understand product requirements to ultimately simplify, automate, and streamline processes for a great end-result.
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About Alconost
Alconost is a global provider of localization services for apps, games, videos, and websites into 70+ languages.
