Background
Screenshots are the first impression of potential users when they first see these apps. Within an average of 7 seconds, the user will decide whether to download the app. According to the team's previous report, it was found that investing in localization is a way for the industry to seize the market opportunities and app downloads. Through our own products or peer experiences, it has been verified that localization can effectively increase downloads and product page views.
Our team has accumulated rich experience in photo and video editing apps. This time, by curating localized screenshots, we wanted to verify whether it could stimulate new installs in the local market. The more important thing is that Japan is one of our valuable customers, and we hoped to break into the Japanese market.
In this project, we curated the localized screenshots of PhotoGrid iOS.
The Goal
Breaking into the Japanese market by localization
PhotoGrid has observed that PicCollage and PicsArt have done the localization content for the Japanese market, so we made the localized screenshots to gain more views of the App Store product page and the new installs.
PicCollage
PicsArt
Design Principle
Maintain consistency but also make product blend into another culture
We used a short and refined copy that shows the key functions and additional highlights of the App. According to different cultures, we capture the cultural elements and translate them into visual language.
Using female photos to increase the sense of amiability
In terms of photo and video editing apps, there are slightly more female users than men. Pictures are the key to attracting users to download. When it comes to consumer psychology, the image of women can help sales. Therefore, putting the women models in the screenshots can increase the amiability of the brand and make it easier for users to download. It is easier for users to pay.
Design Output
PhotoGrid gives people a simple and generous style, and its visual language and user interface are straightforward and clear, which which is different from the meticulousness of Japanese culture. Therefore, when designing screenshots for Japanese potential users, they need to be transformed into a visual vocabulary that can be absorbed.
We dug into some articles about kawaii culture, Japan’s kawaii culture is believed to have begun in the 1970s when teenagers developed their own childlike handwriting.
Some believe that trend was in response to the rigid culture of post-World War II Japan, and that this new cute style allowed the youth of the time to express their individuality.
—— My Modern Met
After knowing the history of kawaii, we looked up Pinterest and several pins to get a better understanding of kawaii culture and design. The design is based on kawaii culture and color palette to present the sense of healing brought by "kawaii". Pastel colors are almost the most commonly used colors when it comes to the word ”kawaii”, and they are also a relaxing color combination in color psychology.
PhotoGrid’s Screenshots in App Store in Japan
With pastel tones as the main visual, we used some cultural elements such as torii gates, cherry blossoms, Mount Fuji, fresh portraits, and bright-toned photos to create a Japanese style. As for the decorations, we used several best-selling sets of backgrounds, fonts, and stickers in the Japanese market.
Outcome
We uploaded the new screenshots on March 5th, 2020. Although it did little impact on the new installs, the team kept observing analytics and kept designing kawaii stickers for major seasonal festivals in Japan.
Learning and Takeaways
Understand the general cultural differences
Through the hashtags and locations shown on the social media platform, I can find the local KOL, as a lens for understanding the local culture. In addition, I also observed the screenshots of the competitors in the App Store of various countries. By piecing these clues together, to find out what the local market likes. At the same time, I also believe that every cultural element should be treated neutrally. We must remind ourselves not to fall into the trap of stereotypes, and avoid any culturally-based filters, assumptions, and cultural misunderstandings.
Accumulate localization experience and find successful metrics
Not only the language but also the scenarios that fit the local culture can give users a friendly feeling and raise brand awareness in the local market.
In the process of designing the screenshots, through observing the cultural elements, researching competing products, and keyword researching, we adjusted our localization strategies. For example, we took some time researching Japan’s kawaii culture instead of jumping into the design process.
For international products, localization is usually a task when the product is in its maturity stage and needs to seek further growth and more markets. In this stage, we are not only pursuing a better user experience but also localization. However, the trend of each region changes rapidly. It will be necessary to adapt quickly to fast-moving trends to bring more business value. This is also a perspective to be considered when designing.
In this project, I proposed various versions and the mainstream color matching in the Japanese market, discussed with the PM the cultural elements that Japan loves, and found out the visual elements that would boost conversions. I hoped that by accumulating localization experience then we could summarize each culture into culturally specific practice in the future, and apply the same strategies to different markets.