Shopify UI _ UX design Dubai, UAE

by Julia Jackle - Aug 1, 2020

The Importance of UI & UX localization in the UAE

Indeed, today’s globalized market presents a golden opportunity for online retailers to realize more profits since it is easier to reach more audiences and convince consumers into using your products. Even so, there is more to winning the hearts of your target audience than just translating text into their language and waiting for them to fill up shopping carts and complete purchases. Not that I am discounting the role of translation. I mean, it is just a scrap on the surface of localizing your business. The bigger picture demands as much attention and as translation does.

Speaking on that note, let’s talk about websites in the UAE. In fact, not just websites, but also intranets, mobile applications or even custom designed software. Truth be told, digital marketers targeting an Arabic audience need to implement more than just language translations on their sites. In other words, it is important now, more than ever to personalize and localize the user experience and user interface for sites for the audience UAE and this is for several reasons.

1. A better understanding of your customer base

Perhaps, the biggest reason why translation is ineffective on its own is the cultural context within which your site or products are to be used. The thing is, employees in a company could be working in the same sector, earn the same amount of money yet their contribution is very different from each other. This scenario plays out as a perfect example of consumers in the UAE. 

Therefore, for your localization efforts to be fruitful, it is imperative to have a clear understanding of its cultural context. Fortunately, with a localization strategy which goes beyond the language and imbues all the other cultural aspects of the UAE residents, it is possible to connect with them from a personal level and nurture a long-term business relationship.

The problem is, it is very hard or almost impossible to get this insight from your house or office. Luckily, you can consult a localization specialist specializing in your market to help you out.

2. Deliver the right message

Translation Does Matter. However, direct or wrong translations can result in usability issues. Bearing in mind that internet users would rather read content word by word and that Arabic is more or less wordy compared to other western languages, usability problems are inevitable. Therefore, there is a high likelihood that your intended messages will miss your brand’s mark. The thing is, languages operate in a very different way. Fortunately, through localization, you can relay your intended message, by taking into consideration all the necessary language technical considerations:

  • How the language will be displayed
  • The direction language needs to be displayed in.
  • How to reverse names so that the last name is first and the last is first
  • Space required to present your content
  • How to encode the characters of the language in question.
  • Handling currencies and dates in the said language
  • How to deliver the local calendar.

3. Improves customer satisfaction

A seamless user experience and interface make it easy for visitors and potential customers on your site, app or online software to navigate around. This enhances customer satisfaction which is very important more so when it comes to recommending others and repeat purchase. Eventually, customer satisfaction will make them loyal to your brand opening a window for referrals and repeat purchases.

4. Builds your brand

As stated above investing in a localized UX/UI design improves customer satisfaction. And considering that consumers in the UAE are looking for brands that can satisfy them, you end with a happy customer base which in turn helps in establishing your brand as a market leader. This improves your credibility-a virtue that is essential in growing your business and edging out your competitors. Besides, good relationships with your customers mean more purchases opening room for expansion and more profits.

5. Saves time and money

By investing in a reliable and highly functional UX/UI design, you significantly reduce the probability of customers encountering difficulties and problems in their purchasing experience. Therefore, there will be no need to waste precious time and money solving problems or developing an update. Besides, you will not incur losses for the time when your business is grounded as you look for ways to solve prevailing or impeding software problems. Bottom line All in all, localization gives you the opportunity to connect and serve your customers from a personal level. By doing so, you establish a healthy relationship with them opening limitless possibilities to expand and make more money.

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About the Author:
Julia Jackle
Julia is the co-founder and CEO of Creative971 and has written blogs in the past for the Entrepreneur Magazine UAE. Her extensive knowledge in the E-Commerce industry in the UAE and GCC is widely appreciated.

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