Intro
Localizing Forma's platform across 100+ countries
Forma
Forma is the leading life benefits platform, providing flexible and personalized benefits to a global workforce of nearly 1 million members.
My team 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.
Challenge
The demand for global benefits was real and growing
Forma serves world-class clients with employees across multiple countries
US-centred design with limited global accessibility
International users were trying to use benefits they had earned, but the platform wasn't built for them
English-only platform
Users struggled with content, relying on external translation
Rigid address formats
International users faced friction with unsupported local address formats
Currency display confusion
Users frustrated by USD-only pricing and manual conversions
User Problem
International users couldn't access their benefits
These barriers led to poor accessibility
Business Problem
Unmet market needs
Clients are frequently requesting that Forma incorporate support for additional languages
Solution
Providing international users with access to their benefits in their own languages, currencies and cultural formats
We implemented 3 features for this challenge
Research
Align & Define
Align
Prioritizing languages by impact
I analyzed our top 10 client countries — looking at languages spoken, official secondary language.
Working closely with the PM, we prioritized four additional languages: Spanish, French, German, and Arabic
Competitive analysis - Duolingo
Language selector: Before activation
The moment users land on the page, they can already choose their language. No login required
Competitive analysis - Airbnb
Language selector: Before login
Accessible before login, always visible
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Competitive analysis - Airbnb
Language selector: Post login
Global Preferences section: Includes language, currency, and timezone in one place
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Redesigned the user journey
The language selector should appear at three key moments: Before account activation, post login, and the settings page
Feature 1
Implemented multilingual support
Let users access the platform in their preferred language
From components to platform
Providing 4 additional languages: French, German, Spanish, Arabic
UI adaptation
Adjusted interface for language-specific space requirements
German text can grow 30–50% longer than its English counterparts
QA & Cultural customization
Collaborated closely with development teams to ensure top-notch quality assurance
Language selector - Onboarding
System detects the user's country and sets the language automatically
Language selector - Pre-login
The language selector should live in a discoverable position
Language selector - Settings
Persistent language selector within the account settings page
Feature 2
Redesigned address input fields
Use the selected country to drive the entire form structure dynamically and supported local address formats
US: State (dropdown), ZIP code
Other countries: State (optional), Postal code
Previous
U.S.-centered address formatting
It assumed a US address structure by default, for every user in every country
New
Dynamic address formatting
I expanded address fields to accommodate variable content length across languages
Feature 3
Enable automatic local currency display
Tied directly to where the employee works, pulled from the employee profile configured by the company's HR admin
Manual override — currency settings
Employees working across multiple countries can always override it in their account settings
Outcomes
Achievements
After these features launched, here are some outcomes we have achieved
$1M
New revenue through increased engagement
13+
Major companies adopted localization within the first launch cycle
$200M
TAM unlocked by expanding global accessibility
Constraint
Language selector (before login) deprioritized
One of the Language selector feature was planned, but it had been deprioritized due to the scope constraints
Navigated constraints
After a discussion with the design lead, I did 2 actions:
Gathered data
Proving its impact on accessibility
Negotiated with PM
To include this feature as a post-launch improvement
Results
For users
Language selector was successfully launched
For business
Launched localization on schedule
