Global Web and Mobile User Experience: Designing for Localization UX


Localization, Localizing User interfaces, Cross-cultural UX, L10n UX, Universal Design

Designing for Localization UX

“9 out of 10 Internet users would access the web in their language, if given the choice” - (Eurobarometer)

How should your UI be localized for good user experience? How should interface strategy reflect local and cultural diversity? What are global design principles? How do you localize content for the biggest impact to conversion, loyalty and satisfaction?

Many software localizations efforts over the years have failed due to the strong ethno-centric bias we bring to design, development and business decisions. Further failures have come from stopping at translation or using automated translation.

To truly succeed in localization efforts requires a dedicated focus on localizing your UI and addressing your users cultural filters.

Localization of a user experience requires a strategic approach beyond translation. Localizing a UI means the UI feels truly local, as if it was designed in that country, city or region. Designing for localization means avoiding assumptions based on language, location or culture.

In this training we will leverage global design principles including internationalization and Universal Design rules. We will start with optimizing content for translatability then go beyond to learn how to intimately design for localized audiences so your app or website feels real, feels sensible and ‘blends in’.

Good localization involves a focused approach to understanding the social and emotional landscape of the culture you intend to design for. This training will provide you with tools and processes for identify and defining culturally sensitive interface requirements, and then we will show you how to validate and vet your interface design with your local audiences.

We will learn how to optimize for five key areas of localization: Accessibility, Cultural Sensitivity, Relevancy, Readability and Authenticity. We will learn how to uncover cultural mental models and apply them to User Interface requirements. This includes understanding how to validate Localized Personas; How to design culturally streamlined interface flows and how to test with users to gain validation feedback from users in the regions your design serves.

Agenda / Topics Covered:

  1. 15 Principles of Global Web and Mobile Design (culture-friendly content, navigation, layout, typography and flow).
  2. Fonts & Typography: multilingual font (size, type), typesetting, kerning
  3. Content Localization: Content strategy and governance; Maximize translatability of string content.
  4. Defining and Refining your Localization and cross-cultural UI/UX strategy.
  5. User Engagement for internationalization: Interface Do’s and Dont's
  6. Q & A
What You Get: 

What You Get:

  1. Unlimited Archive Access
  2. PDF Notes (PPT)
  3. Access to Trainer with any questions


Frank Spillers, MS (CEO, Founder & CXO)

Frank Spillers is a distinguished speaker, author, and internationally respected Senior UX practitioner and UX Master Trainer. He is a world expert in improving the design and user experience of products, services, and experiences across numerous industries and applications. A recognized leader in the field, Frank has successfully applied 22 years of advanced knowledge of UX and Human-Centered Design methodology in Fortune 500, non-profits, and corporate environments globally.

A recognized subject matter expert by the U.S. Department of Labor, Frank has developed new UX techniques for understanding user needs, assessing user experience, and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human-Computer Interaction, MarketingSherpa's Landing Page Handbook, and the book-- The Persona Lifecycle.

Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of Human-Centered Design) at Intuitive Design, a San Diego-based User-Centered Design consultancy. His current clients include Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase,, and He has trained over 70,000 UX designers globally and continues to teach through his mentoring group:

Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of virtual reality with an emphasis on collaborative virtual environments.

Email Frank

Who’s Attending our Training?

American Airlines
American Express
Blue Cross Blue Shield
Business Objects
Calvin Klein
Capital Group Companies
Capital One
Drexel University
EMC Corp
GE Healthcare
Geico Insurance
Hartford Insurance
Hilton Hotels
Hitachi Consulting
Home Depot
John Deere
Mentor Graphics
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
Sun Microsystems
Tulalip Tribes
US Bank

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Others Who Attend Say...

"The open format structure of the training was refreshing- it didn’t feel canned. It was very useful to focus on material applicable to our projects”.
— Logitech