Localization: Design for Culture
Localization:
Design for Culture
Localization:
Design for Culture
More Than Translation - Designing for Culture, Building for People.
More Than Translation - Designing for Culture, Building for People.
About This Case Study
This is a design team-led initiative, created outside the standard product roadmap. It combines deep cultural research, beyond surface-level insights with end-to-end UX work: from defining localization frameworks to integrating them directly into the design system and product UI.
The focus wasn’t just on writing guidelines. It was about making localization a core part of the design system — ensuring culturally relevant, scalable product experiences across multiple markets.
This case study is a design team–driven initiative combining deep cultural research, UX design, and design system integration, shaping real, localized product experiences.
Background
Background
This initiative helps us deeply understand Southeast Asian cultures, enabling us to build localization principles and cultural sensitivity directly into our design system.
This initiative helps us deeply understand Southeast Asian cultures, enabling us to build localization principles and cultural sensitivity directly into our design system.
My Role
My Role
Led localization design for Lazada SEA, uncovering cultural gaps and integrating local insights into the design system to create market-fit user experiences.
Led localization design for Lazada SEA, uncovering cultural gaps and integrating local insights into the design system to create market-fit user experiences.
Problem
Problem
To remain competitive in Southeast Asia’s diverse markets, Lazada must prioritize cultural localization within our design system. This strategic focus will enable us to build user trust, expand market reach, and deliver measurable business outcomes.
Lazada’s current design approach lacks deep cultural alignment across Southeast Asian markets. Without a solid understanding of local nuances, we risk losing user trust and missing market opportunities.
We aim to embed localization as a core pillar of our design system, enabling culturally relevant, market-fit experiences that scale across countries.
Let's get started
How might we ensure understanding about Localization?
How might we ensure understanding about Localization?
What is Localization and Why It important?
Localization is about making products feel like home - building trust and truly speaking their language, not just translating words.
Why Localization Link with the Design System?
Most design system owners focus on keeping things consistent, but localization often isn’t on their radar.
When localization is part of the system, cultural care comes built-in, helping teams move faster, design smarter, and build real trust with local users, without last-minute hacks.
We’re kicking off this case study with Thailand as our first focus.
We’re kicking off this case study with Thailand as our first focus.
Thailand
Thailand
Thailand
Thai Cultural Insights
Thai Cultural Insights
First of all, We start by diving into Thai culture, user behavior and cultural taboo to build with real local insight.
First of all, we start by diving into Thai culture, user behavior and cultural taboo to build with real local insight.
First of all, we start by diving into Thai culture, user behavior and cultural taboo to build with real local insight.
Cultural Foundations
Cultural Foundations
Kreng Jai (เกรงใจ)
Kreng Jai (เกรงใจ)
A deep sense of consideration for others, avoiding direct confrontation or causing inconvenience.
A deep sense of consideration for others, avoiding direct confrontation or causing inconvenience.
Sanook (สนุก)
Sanook (สนุก)
The idea that life should be fun and enjoyable, even in work and daily activities.
The idea that life should be fun and enjoyable, even in work and daily activities.
Buddhism’s Influence
Buddhism’s Influence
Over 90% of Thais are Buddhists, While other religions exist, many also respect local spirits.
Over 90% of Thais are Buddhists, While other religions exist, many also respect local spirits.
Visual & Symbolic Preferences
Visual & Symbolic Preferences
Color Meaning in Thai
Color Meaning in Thai
Yellow: Royalty
Blue: Trust
Green: Health
Red: Caution (use carefully in solemn contexts)
Yellow: Royalty
Blue: Trust
Green: Health
Red: Caution (use carefully in solemn contexts)
Thai Symbols
Thai Symbols
Motifs: Lotus, elephants, temple architecture
Preferred Layouts: Spacious, visually breathable designs
Motifs: Lotus, elephants, temple architecture
Preferred Layouts: Spacious, visually breathable designs
Thai Shopping Behavior
Thai Shopping Behavior
Cash-on-Delivery (COD)
Cash-on-Delivery (COD)
Strong trust in Cash-on-Delivery (COD) and local wallets like K Plus
Strong trust in Cash-on-Delivery (COD) and local wallets like K Plus
Seasonal Promotions
Seasonal Promotions
Shopping peaks during cultural festivals (Songkran, Loy Krathong)
Shopping peaks during cultural festivals (Songkran, Loy Krathong)
Cultural Taboos
Cultural Taboos
🤴🏻 Disrespecting Royal Family & Religion
🤴🏻 Disrespecting Royal Family & Religion
Disrespecting Sacred: Avoid any actions that disrespect religious symbols/practices.
Disrespecting Sacred: Avoid any actions that disrespect religious symbols/practices.
🦶 Pointing feet:
🦶 Pointing feet:
Avoid pointing feet at people/sacred objects.
Avoid pointing feet at people/sacred objects.
🖼️ Offensive Imagery/Stereotypes
🖼️ Offensive Imagery/Stereotypes
Absolutely avoid offensive visuals/language and any stereotyping.
Absolutely avoid offensive visuals/language and any stereotyping.
🗣️ Loud/Aggressive Behavior
🗣️ Loud/Aggressive Behavior
Avoid raising your voice or losing temper.
Avoid raising your voice or losing temper.
💼 Ignore Feedback:
💼 Ignore Feedback:
Actively seek and respond to customer feedback.
Actively seek and respond to customer feedback.
In a nutshell:
In a nutshell:
Thai localization means designing with politeness (Kreng Jai), joy (Sanook), and Buddhist respect - using sensitive visuals, mindful colors, trusted payment methods, and aligning with cultural behaviors.
Getting these nuances right strengthens user trust and deepens market relevance.
Thai localization means designing with politeness (Kreng Jai), joy (Sanook), and Buddhist respect - using sensitive visuals, mindful colors, trusted payment methods, and aligning with cultural behaviors.
Getting these nuances right strengthens user trust and deepens market relevance.
What Next:
What Next:
Cutural Insights → Design Opportunity
Cutural Insights → Design Opportunity
Based on these insights, I identified specific design opportunities that could directly influence our design decisions and product strategy.
Based on these insights, I identified specific design opportunities that could directly influence our design decisions and product strategy.
Thai Specific Design Opportunities To Integrate In Design System
Thai Specific Design Opportunities To Integrate In Design System
Tone & Language (Copy Writing Guideline)
Tone & Language (Copy Writing Guideline)
✅ Do This
✅ Do This
Add gender-specific politeness particles: ka (female), krub (male) - when localizing content
Use polite, indirect wording (e.g., “Explore More” instead of “Buy Now”)
Add gender-specific politeness particles: ka (female), krub (male) - when localizing content
Use polite, indirect wording (e.g., “Explore More” instead of “Buy Now”)
❌ Don't Do This
❌ Don't Do This
Avoid aggressive or sarcastic tones; stay respectful and friendly
Avoid aggressive or sarcastic tones; stay respectful and friendly
Layout & Typography Guideline
Layout & Typography Guideline
✅ Do This
✅ Do This
Ensure proper line spacing and larger font sizes for the Thai script
Thai text doesn’t use spaces between words → needs clear paragraph breaks and breathing space
Ensure proper line spacing and larger font sizes for the Thai script
Thai text doesn’t use spaces between words → needs clear paragraph breaks and breathing space
❌ Don't Do This
❌ Don't Do This
Avoid condensed or overly stylized fonts; stick to legible, rounded Thai fonts
Avoid condensed or overly stylized fonts; stick to legible, rounded Thai fonts
Color & Symbolism Usage Guideline
Color & Symbolism Usage Guideline
✅ Do This
✅ Do This
Prioritize yellow, gold, and warm tones to align with positivity and royal associations. Thai text doesn’t use spaces between words → needs clear paragraph breaks and breathing space
Use elephants, lotus, and temple-inspired motifs carefully and respectfully
Prioritize yellow, gold, and warm tones to align with positivity and royal associations. Thai text doesn’t use spaces between words → needs clear paragraph breaks and breathing space
Use elephants, lotus, and temple-inspired motifs carefully and respectfully
❌ Don't Do This
❌ Don't Do This
Avoid misuse of red in solemn or religious contexts; it may carry political meaning
Image & Photography Guideline
Image & Photography Guideline
✅ Do This
✅ Do This
Use culturally relevant images: traditional markets, festivals, monks, Thai textures. Use elephants, lotus, and temple-inspired motifs carefully and respectfully
Show diversity: urban + rural Thailand, modern + traditional values
Use culturally relevant images: traditional markets, festivals, monks, Thai textures. Use elephants, lotus, and temple-inspired motifs carefully and respectfully
Show diversity: urban + rural Thailand, modern + traditional values
❌ Don't Do This
❌ Don't Do This
Avoid generic or Western-centric stock photos
Avoid generic or Western-centric stock photos
App Icon Localization Guideline
App Icon Localization Guideline
✅ Do This
✅ Do This
Frequently update the app icon during major Thai festivals like Songkran, Loy Krathong, and New Year to signal active participation in local celebrations and promotional campaigns.
Align app icon refresh cycles with marketing campaigns to maximize visibility and user engagement.
Frequently update the app icon during major Thai festivals like Songkran, Loy Krathong, and New Year to signal active participation in local celebrations and promotional campaigns.
Align app icon refresh cycles with marketing campaigns to maximize visibility and user engagement.
❌ Don't Do This
❌ Don't Do This
Avoid using the same app icon throughout the year; missing seasonal updates can make the app feel disconnected from local culture.
Do not apply generic festival icons that don't resonate with Thai users.
Avoid using the same app icon throughout the year; missing seasonal updates can make the app feel disconnected from local culture.
Do not apply generic festival icons that don't resonate with Thai users.
Next: Cultural Sensitivity Checklist in Design System
Next: Cultural Sensitivity Checklist in Design System
Temple Imagery
Temple Imagery
🛕
👟 No shoes, 🦶🏻feet, or
🙅 disrespectful angles
👟 No shoes, 🦶🏻feet, or 🙅 disrespectful angles
Color Usage
Color
Usage
Color Usage
🔴
Respect red usage in
solemn cultural periods
Respect red usage in solemn cultural periods
Polite tone & CTAs
Polite tone & CTAs
🗣
🙏 Soft commands with Krub/Ka
gender markers
🙏 Soft commands with Krub/Ka gender markers
Motion design
Motion design
⚡️
Appropriate speed, bounce, and directionality
Appropriate speed, bounce, and directionality
Symbol & metaphor
Symbol & metaphor
🤠
🚫 Avoid Western-centric humor, localize references
🚫 Avoid Western-centric humor, localize references
Why it's important?
Why it's important?
A Cultural Sensitivity Checklist helps teams design with cultural respect, avoid missteps, and build user trust.
A Cultural Sensitivity Checklist helps teams design with cultural respect, avoid missteps, and build user trust.
That’s the stage I’m at now. I’ve done the cultural discovery and mapped out opportunities.
That’s the stage I’m at now. I’ve done the cultural discovery and mapped out opportunities.
Next Steps (Planned)
Next Steps (Planned)
🤝 Cross-Team Alignment
🤝 Cross-Team Alignment
Align with Design System, Content, and PMs to embed cultural insights strategically.
Align with Design System, Content, and PMs to embed cultural insights strategically.
✅ User Validation
✅ User Validation
Quickly validate cultural fit with local designers, CS teams, and Thai users.
Quickly validate cultural fit with local designers, CS teams, and Thai users.
🛠️ System Integration
🛠️ System Integration
Integrate cultural tokens and polite Thai microcopy (Krub/Ka) into the design system.
Integrate cultural tokens and polite Thai microcopy (Krub/Ka) into the design system.
🚀 Scale Regionally
🚀 Scale Regionally
Launch a repeatable SEA Localization Playbook and expand to Vietnam, Indonesia, and Malaysia.
Launch a repeatable SEA Localization Playbook and expand to Vietnam, Indonesia, and Malaysia.
Final Reflection
Final Reflection
“I didn’t just research SEA culture - I made it usable. I led this initiative to ensure that cultural fluency isn’t an afterthought, but a design system decision.”
I didn’t just research SEA culture - I made it usable. I led this initiative to ensure that cultural fluency isn’t an afterthought, but a design system decision.
That’s my journey with this project up to this point.
I hope it gave you something valuable to think about.
Explore more case studies below - each one tackles a different challenge.
That’s my journey with this project up to this point.
I hope it gave you something valuable to think about.
Explore more case studies below - each one tackles a different challenge.
That’s my journey with this project up to this point.
I hope it gave you something valuable to think about.
Explore more case studies below - each one tackles a different challenge.
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