Localizing Benefit Programs Worldwide
to 450K employees
from over 100 countries
Launched and enrolled by world class companies
Forma — a modern-day benefits platform
Gives employees the freedom to choose health and wellness options that are right for them
Flexible benefits that are global and equitable
Company
Forma
Process
End-to-end
Duration
8 weeks
Position
Product Designer
Team
1 Product Designer, 5 Engineers, 1 Engineer Manager, and 1 PM
We achieved
This project was launched in January, 2024 for over 100 countries
450K
employees are beneficial by this function
13+
companies have enabled localization functionality
e.g. Salesforce, Netflix, Logitech, Yelp, Etsy, and Gusto...
$+
Increasing engagement and conversions
Forma earns revenue through customer enrolled service
Mockups
Enhancing worldwide user accessibility
According to Forma's big data statistics, members in over 100 countries are using Forma's services. However, most of these countries do not have English as their official language
This project focuses on how to make the Forma platform more seamlessly accessible to users worldwide. Through stakeholder engagement and user research, the project emphasises the following three points to enable users worldwide to freely use the Forma service:
Language localization
Expand the platform to include key languages, starting with Arabic, Spanish, French, and German, based on user demographics and needs
Dynamic address formatting
Redesign address fields to support diverse formats and implement a currency conversion feature that automatically detects users' locations or allows manual selection of local currency for product pricing
User preference features
Introduce a language selector prominently on activation pages and in settings, allowing users to easily switch between supported languages
User flow
After conducting research on language selection, we concluded that implementing a language picker on the activation page and the settings would be beneficial for eligible members seeking translation options
Language localization
&
Quality assurances
Implemented multilingual support, including Arabic, Spanish, French, and German, based on user demand and regulatory needs.
Dynamic address formatting
Adapted address fields to accommodate global standards, such as postal code formats and state fields, ensuring inclusivity for all regions
User preference features
Added language selectors at two stages to enable users to customize their experience, enhancing accessibility and usability for a diverse audience
Ensured accessible for user with different platforms (desktops, tablets, and mobile devices) while enhancing currency display with local currency support to simplify transactions for international users
Achievements
This project was launched in January, 2024
13+ major companies
enrolled localization feature
World trusted companies including Salesforce, Netflix, Logitech, Yelp, Etsy, and Gusto, showcasing Forma's commitment to meeting global business needs and enhancing user satisfaction
100+ countries:
global reach & accessibility
With over 450,000 users across 100+ countries, Forma ensures seamless access to its platform, bridging language and cultural barriers for a truly global user base
By implementing localization and user-centric features, Forma has significantly increased user engagement and improved conversion rates, fostering a more connected and loyal user community
Balancing project scope and design input in the projects
I led the Language Picker project through extensive user research and competitive analysis, identifying the need for users to select their preferred language at three key moments: before activation, before login, and after login. My goal was to enhance accessibility and user autonomy from the earliest touchpoints.
After proposing this approach to the PM and engineers, we faced time constraints that risked delaying the Q1 2024 launch. To navigate this, I consulted with our Design Lead on how to effectively push back and advocate for user needs within the project scope. I then facilitated a cross-functional meeting and proposed a phased rollout—recommending that the “before login” language picker be added as a post-launch improvement.
This strategic compromise allowed us to meet the original launch timeline while preserving long-term UX goals. The product successfully launched in Q1 2024 and was adopted by 13 major companies, including Netflix, Yelp, and Logitech.
Next steps
Feedbacks on desired new language options highlights a strong demand for expending language support. Expanding language options could not only improve users' satisfaction, but also present a potential revenue opportunity.
A unique insight is that the lack of certain language options has led some users to choose competitors, emphasizing the critical role of comprehensive language support in maintaining competitiveness in the global market.
Expand localization features
As of November 2024, over 300 Salesforce employees use Japanese as their primary language
Few big companies have requested adding Japanese, Korean, and Portuguese to the platform, they are willing to pay the fee of each language
Implement a login language selector
The initial plan to include a language selector was deemed out of scope due to time constraints. However, it remains a valuable addition to enhance user experience.
After the Q1 2024 localization project launch, Forma should prioritize implementing a language selector feature post-activation but pre-login to further improve accessibility and service quality.
Mockups