App Design
Designing a Global E-commerce App: Insights into Internationalization and Localization
Overview
This project focused on designing an international e-commerce app that’s fun, accessible, and intuitive for users around the world. In addition to traditional shopping features, it includes lighthearted gamified elements to make the experience more engaging and enjoyable.
It successfully launched in multiple markets, attracting users from over 10 countries within the first 3 months.User engagement increased by 42%, thanks to the introduction of gamified shopping features.Localization efforts reduced customer service issues related to usability by 30%.The flexible UI design supported 7 languages at launch, accelerating expansion into new markets without requiring major design changes.Average session time increased by 25%, reflecting better content engagement and user flow.Conversion rates improved in key regions such as Southeast Asia and South America, demonstrating the effectiveness of culturally adaptive design.These results validated our human-centered, globally-minded approach and highlighted the ROI of investing in thoughtful international design from the start.
Role
Leader UI/UX designer&Motion
Time
Sep 2021-Jan 2023
Location
shen Zhen
Design Goals
The core challenge was to ensure a seamless experience across languages, cultures, and regions, while maintaining consistency and usability. I conducted extensive user research, competitive analysis, and international usability testing to identify design patterns that work globally.
My Contribution
Led the end-to-end UX/UI design of the app, including multilingual interfaces and culturally adaptive visual design.Designed interactive shopping games that drive engagement and retention.Built flexible components that adapt to different currencies, units, and content lengths. Collaborated with PMs and developers to implement localization and test cross-market versions
Screen cut from Figma files
Designing for Global Usability
To reach a global audience, we designed an e-commerce app that is not only functional but also fun — combining seamless shopping with interactive gamified experiences. The key challenge was to ensure usability, accessibility, and cultural relevance across diverse markets.
My focus was to build a scalable, flexible design system that could adapt to different regions’ languages, behaviors, and visual preferences — while keeping the user experience consistent and delightful.
Internationalization
We want everyone using our app all over the globe to feel like it's made just for them, wherever they are. Internationalization makes sure our app keeps its vibe consistent worldwide.
When it comes to localization, it's all about being flexible and tweaking things to match what folks in different places want.
Localization
We adeptly customize our products and interfaces to fit diverse cultural contexts, seamlessly blending them in. This involves fine-tuning features, refining visuals, and providing accurate translations to resonate with users in different locales.
Let's take a look at the shipping address designs for three different apps, each catering to a different region
Cultural differences
Merchants in each locale have different cultural sensibilities. Use visuals, content, and interface formats that are useful and meaningful to merchants in all parts of the world.
The img shows 3 apps product detail page design
Formatting localized currency
Currencies are formatted differently in different countries and languages.
The img shows 3 apps Home page design
Examples from Different Regions
International Version – Global Defaults, Universal Design
🇺🇸 United States – Speed, Personalization, and Gamification
🇯🇵 Japan – Compact Precision, Quiet UI
South America – Warm Colors, Festive UI
Conclusion: What Makes Global Work
Designing for a global audience isn’t about making one version that fits all — it’s about building one foundation that flexes for everyone.
From interface direction and payment logic to festive promotions and visual tone, the design must feel local without losing global integrity.
This project taught me that design systems must be multilingual not just in language, but in perspective.
