{"id":1996,"date":"2019-03-22T00:00:00","date_gmt":"2019-03-22T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=1996"},"modified":"2019-03-22T00:00:00","modified_gmt":"2019-03-22T00:00:00","slug":"international-ux-considerations-for-website-redesigns","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/international-ux-considerations-for-website-redesigns\/","title":{"rendered":"International UX Considerations for Website Redesigns"},"template":"","blog_categories":[10,9,107,15],"resource_categories":[27,28,37,24,35,20,26,23,22,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1996","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies-customer-experience","blog_categories-marketing-strategies","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-industry","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Prepare for your multilingual website redesign project with these UX best practices. ","news_inline_styles":"","blog_video_id":"","article_body":"<p>Incorporating digital-content localization into a planned website redesign project is a time- and cost-saving way to serve customers in new global markets. The design-related decisions you make in preparation for your redesign can positively\u2014or negatively\u2014affect your customers\u2019 localized user experience.<\/p>\n<p>  These best practices can help you deliver the ideal UX for your multilingual redesign project.<\/p>\n<h2>Determining the Scope of Work<\/h2>\n<p>  Ideally, offering global customers a website entirely in their preferred languages generates the best-possible UX. But like most business decisions, the scope of your localized website will probably be defined by budget\u2014which means you may not be able to fully localize your redesigned website.<\/p>\n<p>  That\u2019s okay. Launching a fully translated website isn\u2019t always necessary. <\/p>\n<p>  Advanced translation technologies can help control which content is translated\u2014down to the individual page level, or even <i>specific sections<\/i> of those pages. Selecting only the most important and relevant website sections or pages to translate can reduce your company\u2019s spend while still successfully pursuing its international business goals.<\/p>\n<h3>What to Keep, What to Cut<\/h3>\n<p>  Once you\u2019ve determined your business goals and budget, it\u2019s time to determine what content on your redesigned site should be localized, and what won\u2019t be. High-profile and strategically important pages should always remain in scope. This \u201cmust have\u201d content usually includes:<\/p>\n<p>  Your site\u2019s homepage and landing pages<\/p>\n<ul>\n<li>Site navigation <\/li>\n<li>\u201cAbout\u201d pages <\/li>\n<li>Promotional sections <\/li>\n<li>Highly-trafficked content <\/li>\n<li>Conversion paths <\/li>\n<\/ul>\n<p>  In contrast, this content may be less relevant to your international customers and can be excluded from your localization project\u2019s scope:<\/p>\n<ul>\n<li>Blog posts, especially those older than 6 months <\/li>\n<li>Archived news <\/li>\n<li>Career pages that don\u2019t apply to secondary and tertiary markets <\/li>\n<li>Pages for products or services not supported in secondary and tertiary markets <\/li>\n<\/ul>\n<h2>Translation and Localization<\/h2>\n<p>  Website translation is integral for increasing engagement among global customers, but winning business often requires <i>localization,<\/i> too. Localization goes beyond conventional word-for-word translation and leverages locally preferred words and phrases used by customers in your target markets. <\/p>\n<p>  This authentic-sounding content is more persuasive than conventional translation. When you communicate to regional markets with relevant lingo, you increase the likelihood of your brand being fully understood and accepted.<\/p>\n<p>  But localization can go beyond word choice. You can also highlight special holidays, celebrations or customs in global markets. This illustrates a fluency in a local market\u2019s culture, which also generates customer trust.<\/p>\n<p>  Other elements to localize include:<\/p>\n<ul>\n<li>Dates, times, and units of measurement in the proper local format <\/li>\n<li>Currency units, payment options and contact information <\/li>\n<li>Legal notices and security banners <\/li>\n<li>Offers, market-specific promotions and seasonal content <\/li>\n<\/ul>\n<h2>Cost-Saving Design Changes<\/h2>\n<p>  A redesign is an ideal opportunity to start applying design-related best practices to your website in preparation for a translation project. The following tips will speed up localization, save costs and help create a world-class user experience. <\/p>\n<h3>Word Growth<\/h3>\n<p>  When you translate text from English to other languages, localized content often occupies 20% to 45% more on-space space than the source content does. This phenomenon is called <i>word growth<\/i> or <i>word expansion<\/i>.<\/p>\n<p>  When webpage templates aren\u2019t optimized to accommodate word growth, this longer translated text can create problems with navigation, headlines, image placement and other UX elements. The resulting unprofessional \u201cbroken\u201d appearance of the localized site can quickly alienate customers.<\/p>\n<p>  Eliminate this risk by implementing fully-dynamic page templates on your redesigned site. This can easily accommodate the extra characters required by other languages, and won\u2019t wreck your webpages\u2019 designs.<\/p>\n<h3>Image Localization<\/h3>\n<p>  Many companies integrate display headlines or other promotional copy into their website images. Since this text is merged into flattened image files (such as .jpgs and .pngs), it requires mature technologies and graphic-design expertise to identify and localize them.<\/p>\n<p>  Due to the costs associated with image translation, companies may choose to not localize them at all. This \u201cpath of least resistance\u201d approach creates a subpar UX. Here\u2019s why:<\/p>\n<ol>\n<li>Let\u2019s say your localized website\u2019s homepage <b>text<\/b> is fully translated <\/li>\n<li>But the promotional messaging integrated into the page\u2019s <b>images<\/b> remains in the origin language <\/li>\n<li>Depending how long they\u2019ve been visible on the localized site, these untranslated images may reflect outdated prices or other obsolete messaging <\/li>\n<li>The mismatched language and messaging creates confusion for customers, and removes them from an immersive in-language UX <\/li>\n<li>As a result, engagement and brand reputation often suffers <\/li>\n<\/ol>\n<p>  Sidestep this risk by using a technology like Scene7\/Adobe Dynamic to \u201coverlay\u201d text atop images instead of integrating it into the flattened image files.<\/p>\n<p>  This helps translators easily detect and localize the text. It also enables you to change image files as needed without having to re-translate them.<\/p>\n<h2>Fonts and Scripts<\/h2>\n<p>  Font types and sizes matter for on-site legibility, especially for languages that use non-Latin scripts, like Chinese and Japanese. Choose a font that is available for all languages you plan to translate into, and select font sizes that ensure readability in all languages.<\/p>\n<p>  If you\u2019re translating into languages that read right-to-left\u2014like Arabic or Hebrew\u2014you\u2019ll also want to customize formatting to make sure the text displays correctly. If you\u2019re leveraging any plugins or connectors for website translation, confirm that they support right-to-left languages.<\/p>\n<h2>Conclusion<\/h2>\n<\/p>\n<p>  Applying these best practices to your website redesign will streamline the translation process, saving you time, money and effort. You\u2019ll also deliver an authentic, easy-to-navigate user experience for your customers in international markets\u2014the kind of UX your global customers expect and deserve.<\/p>\n","article_body_code":"","news_image":{"ID":21471,"id":21471,"title":"Hero_UX-Considerations-Website-Redesigns.jpg","filename":"Hero_UX-Considerations-Website-Redesigns.jpg","filesize":85514,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_UX-Considerations-Website-Redesigns.jpg","link":"https:\/\/www.motionpoint.com\/blog\/guide-graphic-preparing-for-your-multilingual-redesign-with-motionpoint\/hero_ux-considerations-website-redesigns\/","alt":"","author":"2","description":"    \t","caption":"","name":"hero_ux-considerations-website-redesigns","status":"inherit","uploaded_to":2147,"date":"2019-07-17 00:00:00","modified":"2019-07-17 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