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
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
Define problems and design goals
Stakeholder interviews help align design objectives with business priorities, while user interviews uncover pain points, behaviors, and preferences. These insights ensure that design decisions are both user-centered and aligned with organizational goals, resulting in a product that satisfies all parties involved.
User Struggles with English-Only Platform
"As an Arabic-speaking user, using Forma, which only supports English, is quite challenging for me. I often struggle to understand the content, which affects my ability to fully utilize the platform's features."
User Frustration with Address and State Field Limitations
"As a UK-based user, I require the mailing address field to properly accommodate UK addresses. The current field size is insufficient for UK addresses, just as the state field is not applicable to all countries."
User needs language selection to improve clarity of benefits
"As a user, I want to be able to select the language I see on Forma, so that I can view my benefits in my preferred language to understand them better."
International User Frustration with Currency Display in Forma Store
"I'm located outside the US and cannot view prices in my local currency on the Forma store, which complicates decision-making. Additionally, I need to spend extra time calculating currency conversions."
User Needs Translation and Revised Version
PM: Enabling Language Preferences for Eligible Members Across Platforms
Address and Currency Challenges
Non-U.S. users face issues with address fields not accommodating international formats and the inability to view prices in local currencies, leading to confusion and additional effort.
Language and Localization Barriers
Users struggle with the English-only platform, limited language options, and inconsistent automatic translations, making it difficult to understand benefits or interact effectively.
Customizable Preferences
Knowing the users
Use data to improve user experiences
Remote moderated testing
To better understand and address these real-world experiences, we gained insights from Smartlook's monitoring of user’s recordings to understand their frustrations and needs
Top 6 Languages
Based on the users' data, I summarized the top 6 most wildly used languages corresponding to the countries listed:
(USA, UK, Canada, Australia, Ireland, India)
(USA, Mexico)
(India)
(Canada)
(Japan)
(Geremany)
Define research objectives
It is important to understand the context, goals, pain points, and behaviors of Forma's users, as well as their cultural and linguistic preferences and expectations
Top country users
By analyzing the global distribution of Forma platform users, I created a chart highlighting the top ten user countries along with their official languages, offering a clear overview of usage trends and linguistic diversity
Why is it crucial to localize our service?
Gathering information and insights by analyzing and synthesizing existing data
Users prefer content in their language
In 2020, content and language services firm CSA Research published ”Can‘t Read, Won‘t Buy” summarizing people‘s attitudes towards using products in their own language versus other languages.
Benefits of localization
UX localization isn’t just a nice-to-have; it can significantly improve our product’s success
Paving the way for global growth
Boosting customer satisfaction
Complying with regulations
Success Metrics
Adapting user experience to local expectations
Cultural Customization
Fit content to local cultural preferences and habits rather than direct translation
Number & Currency Formats
Use correct regional conventions
UI Adaptation
Adjust interface for language-specific space requirements
Visual Suitability
Ensure graphics, colors, and icons are culturally suitable
User Experience Adaptation
Tailor the UX to align with local norms, expectations, and thought processes
Competitive analysis for Localization
Conducting competitive analysis for localization involves assessing how other companies adapt their products to global markets
Duolingo
Before account activation
・Language selection is available on login or registration pages, ensuring users can easily understand the required steps.
・A popup or navigation bar prompts users to choose their preferred language upon their first visit to the platform.
Airbnb
Before login
・A dropdown menu or button allows users to switch languages, ensuring they can log in and proceed in their preferred language.
Airbnb
After account activation
・A language-switching feature is provided in the settings page, allowing users to adjust their preferences as needed
・Language preference options are included in email notifications, support tickets, and in-app messages.
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
