Localizing Forma’s platform across 100+ countries
Seamlessly improved accessibility for global users with localized language, currency, and address support.
Adopted by 13+ major companies, unlocking $200M TAM and driving $1M in new revenue.
Duration
8 Weeks
Role
Product Designer
Led end-to-end design
Wireframes, Prototypes, Competitive analysis,
and User testing
Team
1 Designer (Me)
1 Developer Manager
1 PM
5 Developers
THE COMPANY
Headquarters
Founded
2017
Industry
Revenue
Company size
200+
THE CHALLENGE
Limited global accessibility restricted user adoption
At Forma, we identified a growing demand from global clients.
However, our platform’s workflows were only optimized for US users (Language, currency), which limited international adoption.
These barriers led to poor accessibility, limited conversions, and missed opportunities in global markets.
THE SOLUTION
Seamless localization for worldwide accessibility
Enabled global accessibility by launching a localization initiative and ensuring core workflows functioned seamlessly across multiple languages and cultural formats.
Together, these upgrades unlocked global usability, ensuring inclusivity across platforms and boosting engagement in international markets.
We achieved
Launched and enrolled by world class companies
New revenue through increased engagement
Major companies adopted localization
Salesforce, Netflix, Etsy, Logitech, Yelp, Gusto, etc…
TAM unlocked by expanding global accessibility
RESEARCH
Uncovering problem:
intensive 2 weeks
research sprint
• 11 remote moderated user testing
• 6 Linear tickets
• Analyzing support tickets
• Competitive analysis
COMPETITIVE ANALYSIS
How leading companies approach localization
Duolingo: Before account activation
• Language selection is available on login or registration pages, ensuring users can easily understand the required steps.
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.
Conceptualization:
After conducting research on language selection, we concluded that implementing a language picker on the activation page and the settings page would be beneficial for eligible members seeking translation options
