Overview
In preparation for the platform’s full-scale entry into the Japanese market, I conducted a comprehensive UI audit and established a localized Tone of Voice (ToV) strategy. Beyond simple translation, I focused on optimizing the user experience by aligning the interface with Japanese cultural contexts and learning behaviors.
Role
- UX/UI Audit:
Identifying usability issues and proposing actionable UI improvements. - Localization Strategy:
Defining a brand-consistent Tone of Voice (ToV) specifically for the Japanese market. - Market & Competitor Research:
Benchmarking Japanese EdTech trends to ensure market fit.
The Process & Deliverables
1) UI Audit & Heuristic Evaluation
I performed a deep-dive audit of the entire application to identify unnatural Japanese expressions and layout issues that increased cognitive load.
Deliverable:
A detailed audit spreadsheet mapping specific UI screenshots to actionable feedback.
Strategic Categorization:
Organized recommendations into “Quick Wins” (immediate fixes) and “Long-term Roadmap” (structural UI/UX improvements) to balance business impact with engineering feasibility.
2) Competitor Benchmarking
I analyzed three leading Japanese EdTech apps to understand the prevailing “Tone of Voice” in the market.
Analysis Focus:
Investigated the use of polite (Keigo) vs. casual (Tame-guchi) forms and how they influence user engagement and trust.
Insights:
Mapped the competitive landscape (e.g., Speak’s professional trust vs. Duolingo’s gamified friendliness) to help the client decide their brand positioning.
3) Tone of Voice (ToV) Definition
Based on the research, I provided strategic feedback on the client’s ToV documentation.
Key Contribution:
Defined how to use punctuation (e.g., exclamation marks) and sentence endings to create a “warm yet professional” atmosphere.
User Impact:
Analyzed how these linguistic choices would affect the perceived credibility and approachability for Japanese adult learners.