Rush Gaming app’s localisation

Tools
Ditto
Figma
G-Suite
Google Analytics
Core activities
Localisation
Competitive & Industry Analysis
UX Writing
TL;DR version:
📌
Outcome of the project
  • 67% of the (regional) user base switched to the Hindi interface, indicating a strong preference for localised content.
  • 82% of the interviewed users expressed more satisfaction with the new app experience.
  • (Bonus) 34% decline in ticket volume.
Project snapshot:
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A few Before-After comparisons
 
 
Expanded version:

The backstory

Hike's Rush Gaming app, boasting over 2M MAU, initially relied on English content. However, user research revealed a growing disconnect for a significant portion of the player base.

The challenge

Players, particularly those in tier-2 and tier-3 regions, found the app's language a barrier to enjoying the full game experience.

Solution

To bridge the language gap and enhance accessibility, the Rush Gaming app underwent a localisation process.

Execution

UXR findings

UXR findings
Action items
Majority Hindi speakers: The main user base is native Hindi speakers from Northern and Central India.
⇒ Prioritise Hindi language
Limited English proficiency: About 70% of users piece together familiar English words rather than fully reading text.
⇒ Retain key English keywords to serve all reading levels
Localisation challenges: Common parlance is ‘Hinglish’.
⇒ Clarity >> Language

Conversation mining

  • Competitor RMG apps
  • Other non-gaming apps & websites that our audience frequents
  • Historical UXR interview logs
  • Gaming community on Telegram
  • Customer support tickets’ logs
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English words users understood
Referral, Maintenance, Ticket, Transaction, Cashback, Superpower, Download, Refresh, etc.
Money add nahi ho raha hai.
Game me dusre player ka score kaise dikhega?

Localisation process

Principles for localisation
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Localisation pilot
Implemented language adaptations on high-impact screens and gathered user feedback, which led to further refinements.
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Towards more comprehensibility
  • Made the content more concise, even if it demanded a few UX design changes
  • Added videos and tooltips to content-heavy screens
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Challenges

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Example of Dialect differences Transaction → ट्रांसक्शन or ट्रांज़ेक्शन
Example of Dialect differences
Transaction → ट्रांसक्शन or ट्रांज़ेक्शन
Point → पॉइंट, प्वाइंट or पोईन्ट.
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Impact

  • 67% of the (regional) users switched the app language to Hindi
  • 82% of the interviewed users expressed more satisfaction with the new app experience
  • 34% decline in ticket volume (Bonus)

Way Forward

  1. Global language change feature
  1. Auto-translation of previously raised support tickets
  1. Gender neutrality in vernacular
 
Feel free to contact me to discuss this or a similar project.