Drive Multilingual Web Sites With User Research

Companies with operations in multiple countries want to drive their businesses with localized Web site experiences. But creating the most relevant local design means more than mere translation and localization of centrally created content and design. Fortunately, a range of user research techniques, including field studies, cultural probes, listening labs, and usability tests, can help firms better understand local markets and design the right local experiences. To create successful local sites, companies should make user research a standard discipline by gathering local user information before starting a design, choosing the right test for the right market, and conducting tests on an ongoing basis.