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Summary: Crosscultural design adaptations range from translation to localization. Researching general and contextual cultural differences helps you decide what type of design changes you should make.
When brands and organizations seek growth by expanding into a global market, they may find that their digital products are not as popular as in the domestic market.
Beyond marketing factors, one frequent cause is that their websites and apps are initially developed for and tested within a local demographical profile. What has been working well for that domestic group may not make any sense to people from a different cultural background . This is why designers must modify the products for a global audience and test with that target audience to validate the modifications.
Two Types of Adaptation
For digital products with crosscultural audiences speaking different languages, there are two adaptation approaches: