Localization
Designing for Culture
Strategic UX research driving product-market fit across Southeast Asia
Role
Lead The Project
Team
Design System
Research Team
Business
Timeline
3 months
Jan-Mar 2025
Tools
AI
Documentation
OVERVIEW
Localization is often mistaken for simple translation.
I realized localization isn’t just about language - it’s about culture: how people think, feel, shop, and trust. As a UX Design Manager, I led a regional effort to turn deep cultural insights into real product impact — shaping everything from tone and layout to checkout and campaigns.
BUSINESS PROBLEM
"One-Size-Fit-All" is not a good solution
The “one-size-fits-all” approach leads to missed opportunities to build trust and connect with the everyday behaviors, languages, and shopping habits of each country.
Without deep cultural localization, users in Southeast Asia feel disconnected - reducing engagement and limiting growth across key markets.
RESERACH
Localization research covered six key Southeast Asian markets (Thailand, Vietnam, Indonesia, Philippines, Malaysia, Singapore) to uncover cultural insights and UX opportunities.
This case study focuses on the findings from Thailand.
let’s dive in.
Thailand
Thailand is a popular and culturally rich country in Southeast Asia. People know it for temples, street food, and beaches, but its culture also shapes daily life, traditions, and design.
QUICK FACTS
CORE VALUES
Sanook (สนุก)
The idea that life should be fun and enjoyable, even in work and daily activities.
Kreng Jai (เกรงใจ)
A deep sense of consideration for others, avoiding direct confrontation or causing inconvenience.
Buddhism’s Influence
Over 90% of Thais practice Buddhism, shaping the country’s spiritual values and daily life. Other religions exist in smaller numbers, with many also respecting local spirits.
COLORS & CULTUER
🟡 Yellow: King Rama IX, Loyalty, National pride
🔴 Red: Power, Urgency, Celebration (esp. Chinese New Year)
🔵 Blue: Stability, Queen Sirikit, formal settings
🟣 Violet: Spirituality, luxury, nobility
🟢 Green: Calmness, nature, health
⚪ White: Purity, peace, Buddhist-safePurity, peace, Buddhist-safe
SYMBOLS & VISUALS
Lotus Flowers
Symbolize purity and spiritual enlightenment, often seen in temples and art.
Elephants
Represent wisdom, strength, and Thai national pride, commonly found in branding and traditional decor.
Intricate Patterns & Bright Colors
Found in textiles, architecture, and cultural events, representing joy and abundance.
FESTIVALS
Songkran (Thai New Year)
A nationwide water festival where people splash water to symbolize cleansing and renewal.
Loy Krathong
People release floating lanterns on water to let go of bad luck and welcome good fortune. |
Understanding Thai culture empowers teams to design with empathy and create strategies that genuinely connect with local users.
Cultureal Sensivity
Respecting Thai values, symbols, and social norms is essential to build trust and
avoid unintentional offense.
ASPECT
🤴🏻 Disrespecting Royal Family & Religion
Disrespecting Sacred: Avoid any actions that disrespect religious symbols/practices.
🦶 Pointing feet:
Avoid pointing feet at people/sacred objects.
🖼️ Offensive Imagery/Stereotypes
Absolutely avoid offensive visuals/language and any stereotyping.
🗣️ Loud/Aggressive Behavior
Avoid raising your voice or losing temper.
💼 Ignore Feedback:
Actively seek and respond to customer feedback.
Cultural Mistakes on Business
Many products overlook Thai cultural context.
Below are common design mistakes that result from this gap.
THE MISTAKES
Using Direct or Aggressive CTAs
Thai users prefer polite and indirect language. Phrases like “Buy Now!” or “Act Fast!” can feel pushy or uncomfortable.
Overlooking Thai Script Needs
Thai doesn’t use spaces between words, so tight spacing or narrow fonts make reading difficult.
Choosing Inappropriate Color Usage
Using red in the wrong context (e.g. funerals or politics) can offend.
Generic or Western-Centric Imagery
Using irrelevant stock photos can make the product feel foreign.
Ignoring Festivals and Timing
Launching major campaigns during Songkran or Loy Krathong without thematic relevance is a missed opportunity.
Skipping Cultural Etiquette
Using icons or gestures that are rude in Thai culture (e.g. pointing feet, raised feet in visuals, or casual temple shots) can be seen as disrespectful.
Assuming Cashless by Default
Despite digital adoption, many Thais still prefer Cash on Delivery (COD) or bank transfers.
Aligning Business and Design with
Thai Cultural Insights
To align with Thai expectations, both business and design teams must go beyond translation and adapt what we say, how we say it, and how we show it.
What the Business & Design Team Can Improve!
TONE & LANGUAGE
✅ Add gender-specific politeness particles: ka (female), krub (male) - when localizing content
✅ Use polite, indirect wording (e.g., “Explore More” instead of “Buy Now”)
❌ Avoid aggressive or sarcastic tones; stay respectful and friendly
LAYOUT & TYPOGRAPHY
✅ 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
❌ Avoid condensed or overly stylized fonts; stick to legible, rounded Thai fonts
COLOR & SYMBOLISM USAGE
✅ Prioritize yellow, gold, and warm tones to align with positivity and royal associations
✅ Use elephants, lotus, and temple-inspired motifs carefully and respectfully
❌ Avoid misuse of red in solemn or religious contexts; it may carry political meaning
IMGERY & TYPOGRPHY
✅ Use culturally relevant images: traditional markets, festivals, monks, Thai textures
✅ Show diversity: urban + rural Thailand, modern + traditional values
❌ Avoid generic or Western-centric stock photos
NEXT
Next Step
As a next step in this project, I’ll continue integrating Thai cultural insights into key design components and system tokens - focusing on tone, visuals, and user flows. I’ll collaborate with content and product teams to ensure upcoming campaigns reflect Thai communication style and seasonal context.
With Thailand as a proven foundation, the goal is to scale this localization approach across other Southeast Asian markets in future phases.