Mobile Launch? Don’t Forget Accessibility & Locale

A Beginner’s Guide to Mobile Product Launches with a Focus on Accessibility and Localization

Launching a mobile product is exciting, but success hinges on reaching the widest possible audience. That means building accessibility and localization into your strategy from the start. Our content includes case studies analyzing successful (and unsuccessful) mobile product launches, technology choices, and marketing tactics. But is your product truly ready for a global, diverse user base?

Imagine Sarah, a product manager at “SnackSnap,” a fictional Atlanta-based startup. SnackSnap aimed to be the go-to app for discovering local snack deals. They envisioned users snapping photos of snacks they loved and sharing them with friends, all while supporting local businesses near their homes in the metro Atlanta area. Their initial launch focused solely on English-speaking users in Fulton County. The team celebrated a decent initial uptake, but growth plateaued quickly.

What went wrong? SnackSnap overlooked two critical elements: accessibility and localization. They assumed a homogenous user base, a common pitfall.

The Accessibility Blind Spot

Accessibility isn’t just a nice-to-have; it’s a necessity. Roughly 26% of adults in the United States have some type of disability, according to the Centers for Disease Control and Prevention (CDC). That’s a huge potential user base SnackSnap was missing out on.

Consider a user with impaired vision. Could they easily navigate SnackSnap? Probably not. The app’s initial design relied heavily on visual cues, neglecting features like screen reader compatibility or sufficient color contrast. I had a client last year who made the same mistake. They launched their app only to discover that a significant portion of their target demographic couldn’t even use it. The ensuing scramble to retrofit accessibility features was expensive and time-consuming.

Building accessibility from the ground up is far more efficient. This means incorporating features like:

• Semantic HTML: Using proper HTML tags to structure content, making it easier for screen readers to interpret.
• Alternative text for images: Providing descriptive text for all images, allowing visually impaired users to understand the content.
• Keyboard navigation: Ensuring that all app features can be accessed using a keyboard alone.
• Sufficient color contrast: Making sure that text and background colors have enough contrast for users with low vision. I find the WebAIM Contrast Checker to be an invaluable tool for this.

Don’t just think about visual impairments either. Consider users with motor impairments who might rely on switch controls or voice commands. SnackSnap needed to be designed with these users in mind.

The Localization Labyrinth

SnackSnap’s initial focus on English speakers in Fulton County limited their reach. Atlanta is a diverse city with a significant population of Spanish speakers, Korean speakers, and many others. According to the U.S. Census Bureau, over 13% of Georgia residents speak a language other than English at home.

Localization goes beyond simple translation. It involves adapting your app to the cultural norms and preferences of different regions. This includes:

• Language: Translating all text into the local language, using professional translators who understand the nuances of the language and culture.
• Currency: Displaying prices in the local currency.
• Date and time formats: Using the correct date and time formats for each region.
• Imagery: Using images that are culturally relevant and appropriate for each region. For instance, an image of a Thanksgiving dinner might not resonate with users in countries that don’t celebrate Thanksgiving.
• Payment methods: Supporting the payment methods that are popular in each region. In some countries, mobile payments are more common than credit cards.

SnackSnap’s initial design assumed that all users would be familiar with American snack culture. They used images of American snack brands and referred to American holidays. This alienated potential users from other cultural backgrounds.

We ran into this exact issue at my previous firm when launching a mobile game in Japan. We simply translated the text and assumed that would be enough. We were wrong. The game featured characters and storylines that were unfamiliar and unappealing to Japanese players. We had to completely redesign the game to make it culturally relevant, a costly mistake that could have been avoided with proper localization research.

The Turnaround: A Case Study in Accessible and Localized Success

Realizing their mistakes, Sarah and the SnackSnap team decided to overhaul their app with a focus on accessibility and localization. They hired a team of accessibility consultants and localization experts. They also conducted user testing with diverse groups of users, including people with disabilities and people from different cultural backgrounds.

Here’s what they did:

• Accessibility Audit: They conducted a thorough accessibility audit of their app, identifying and fixing all accessibility issues. They used tools like the axe DevTools extension for Chrome to automate the process.
• Localization Strategy: They developed a comprehensive localization strategy, identifying the key regions they wanted to target and the cultural nuances they needed to consider.
• Professional Translation: They hired professional translators to translate all text into Spanish, Korean, and Vietnamese, the most common languages spoken in Atlanta after English.
• Cultural Adaptation: They adapted the app’s imagery and content to be culturally relevant to each region. For example, they added images of popular snacks from each region and removed references to American holidays.
• User Testing: They conducted user testing with diverse groups of users to ensure that the app was accessible and culturally relevant.

The results were dramatic. Within three months of relaunching their app with accessibility and localization features, SnackSnap saw a 40% increase in user engagement and a 30% increase in app downloads. They also received positive feedback from users with disabilities and users from different cultural backgrounds, who appreciated the app’s inclusivity. It’s worth noting that app store optimization (ASO) for these new languages also played a big role in the app’s success.

Here’s what nobody tells you: accessibility and localization are ongoing processes, not one-time fixes. As your app evolves and you expand into new regions, you need to continuously monitor and update your accessibility and localization features.

Technology Choices and Marketing Tactics

SnackSnap also re-evaluated their technology stack. They switched to a more flexible content management system (CMS) that allowed them to easily manage multiple languages and cultural variations. They also implemented a robust analytics platform to track user behavior in different regions.

Their marketing tactics also changed. They created targeted ad campaigns for each region, using culturally relevant messaging and imagery. They also partnered with local influencers to promote their app to different communities. I’ve seen this work exceptionally well. Micro-influencers who are deeply embedded in their communities can drive significant user acquisition.

For instance, SnackSnap could partner with local food bloggers in the Buford Highway area, known for its diverse international cuisine, to promote their app to the Korean and Vietnamese communities. They could also work with disability advocacy groups to promote their app to users with disabilities in the metro Atlanta area.

Consider also the power of word-of-mouth marketing within specific communities. A recommendation from a trusted friend or family member is often more effective than any paid advertisement. If you need expert insight on tech, consider tech to the rescue.

Lessons Learned

SnackSnap’s journey highlights the importance of accessibility and localization in mobile product launches. By building these considerations into your strategy from the start, you can reach a wider audience, increase user engagement, and ultimately, achieve greater success. It’s not just about doing the right thing; it’s about making smart business decisions.

Accessibility and localization are not just features; they are fundamental aspects of a user-centered design. They require a shift in mindset, from assuming a homogenous user base to embracing diversity and inclusivity. By prioritizing accessibility and localization, you can create mobile products that are not only successful but also meaningful and impactful.

And what about SnackSnap today? They’re thriving. They’ve expanded beyond Atlanta, launching in other major cities with diverse populations. They continue to prioritize accessibility and localization, constantly seeking new ways to improve their app for all users.

The lesson is clear: a mobile product launch with a focus on accessibility and localization isn’t just a trend; it’s the future. Are you ready to embrace it?

Don’t let your mobile product launch fall flat. By prioritizing accessibility and localization, you can create an app that resonates with a global, diverse audience and achieves lasting success. The key is to start now, not later. If you need help with this, consider hiring a mobile product studio.