Product Review Translation
Product Review Translation
Helping Expats Shop with Confidence
Helping Expats Shop with Confidence
About This Case Study
This is a design team–led initiative, created outside the product roadmap. It focuses on identifying a specific user pain point, language barriers in product reviews, and crafting a targeted UX solution.
While not a full end-to-end UX cycle, this project demonstrates how design-driven thinking can surface unmet needs, align with business goals, and deliver measurable impact through feature enhancement and design system integration.
This case study is a design team–led initiative, created outside the product roadmap.
It demonstrates how design thinking helped us spot a real user problem, turn it into a clear solution, and bring real value to both the product and the business.
Background
Background
Most Lazada Thailand reviews are in Thai, creating a trust barrier for expat users. We designed a one-tap translation feature to help them read reviews easily and shop with confidence.
Most Lazada Thailand reviews are in Thai, creating a trust barrier for expat users. We designed a one-tap translation feature to help them read reviews easily and shop with confidence.
My Role
My Role
Product Design Manager & Contributor. Collaborate with respective team, PM and local marketers.
Product Design Manager & Contributor. Collaborate with respective team, PM and local marketers.
Problem
Problem
As an expat in Thailand, I couldn't read most product reviews. I had to screenshot and use Google Lens just to understand them.
As an expat in Thailand, I couldn't read most product reviews. I had to screenshot and use Google Lens just to understand them.
90% of product reviews are written in Thai
Manual translation is slow and breaks the shopping flow
90% of product reviews are written in Thai
Manual translation is slow and breaks the shopping flow
This was the reality for millions of English-speaking users in Thailand.
This was the reality for millions of English-speaking users in Thailand.
What made this issue invisible?
What made this issue invisible?
Most users in Thailand use the app in Thai, so everything works fine for them. But when someone switches to English, the problem shows up. The product team didn’t notice it because it only affects expats and tourists - and many of them just try to adapt quietly instead of speaking up.
Most users in Thailand use the app in Thai, so everything works fine for them. But when someone switches to English, the problem shows up.
The product team didn’t notice it because it only affects expats and tourists - and many of them just try to adapt quietly instead of speaking up.
Data & Demographic
Data & Demographic
Thailand has 3 to 4M expat residents
1.5 to 2M users access Lazada in English
Product reviews directly impact buying confidence
Thailand has 3 to 4M expat residents
1.5 to 2M users access Lazada in English
Product reviews directly impact buying confidence
Most reviews weren’t accessible to English UI users.
Most reviews weren’t accessible to English UI users.
UX Opportunity
UX Opportunity
How might we help expats understand product reviews without leaving the app?
How might we help expats understand product reviews without leaving the app?
The Solution
The Solution
We introduced two phases approach to solving the language friction, balancing both immediate user needs, short-term and long-term strategic goals:
We introduced two phases approach to solving the language friction, balancing both immediate user needs, short-term and long-term strategic goals:
We aimed for:
✅ Low effort (engineering).
✅ High impact (user + business).
✅ Fast to implement
We aimed for:
✅ Low effort (engineering).
✅ High impact (user + business).
✅ Fast to implement
Short-term Solution (MVP):
"See Translation" link under each Thai-language review
One tap reveals English translation instantly
Fast, lightweight, minimal engineering
Short-term Solution (MVP):
"See Translation" link under each Thai-language review
One tap reveals English translation instantly
Fast, lightweight, minimal engineering
Long-term Solution:
Auto-translate, everything including reviews and user-generated content
Requires API integration and backend scaling
Long-term Solution:
Auto-translate, everything including reviews and user-generated content
Requires API integration and backend scaling
Planned to Launch Short Term Solution
The short-term solution delivers immediate value to users while keeping technical complexity low.
The long-term solution sets a scalable foundation for complete language accessibility across the app.
Improve & Prepare for Launch
The short-term solution delivers immediate value to users while keeping technical complexity low.
The long-term solution sets a scalable foundation for complete language accessibility across the app.
Planned to Launch Short Term Solution
The short-term solution delivers immediate value to users while keeping technical complexity low.
The long-term solution sets a scalable foundation for complete language accessibility across the app.
Impact & Results (4 Weeks)
Impact & Results (4 Weeks)
The long-term solution sets a scalable foundation for complete language accessibility across the app.
The long-term solution sets a scalable foundation for complete language accessibility across the app.
Review dwell time (non-Thai users)
Review dwell time (non-Thai users)
⬆ +26.4% (from 38 Sec to 48 Sec)
⬆ +26.4% (from 38 Sec to 48 Sec)
Conversion rate (English UI users)
Conversion rate (English UI users)
⬆ +19% (from 6.8% to 8.1%)
⬆ +19% (from 6.8% to 8.1%)
Positive user feedback (survey) |
Positive user feedback (survey) |
⬆ +12.3% (from 41% to 48%)
⬆ +12.3% (from 41% to 48%)
“I finally understand what people are saying. Game-changer.” “No more copy-paste. It just works.”
“I finally understand what people are saying. Game-changer.” “No more copy-paste. It just works.”
The Story Behind It: How We Got Buy-In
The Story Behind It: How We Got Buy-In
This wasn’t on the roadmap. I pitched the problem to PMs. No buy-in. Wrong timing.
I waited. When Feedbox launched, I submitted the idea there.
That’s When Things Shifted
The director, design head, and CEO noticed. My idea got picked. At the next townhall, it was shared company-wide as a real solution for expats. My design leader gave public credit too.
That’s When Things Shifted
The director, design head, and CEO noticed. My idea got picked.
At the next townhall, it was shared company-wide as a real solution for expats. My design leader gave public credit too.
Later on, my proposal was also featured in the company newsletter as one of the highlighted employee-driven initiatives.
Looking back, it wasn’t just about getting my idea implemented - it was about showing that even small voices can make a real impact when the timing is right. Moments like this remind me why I love doing what I do."
Looking back, it wasn’t just about getting my idea implemented — it was about showing that even small voices can make a real impact when the timing is right. Moments like this remind me why I love doing what I do."
What’s Next: Product Strategy & Rollout Plan
What’s Next: Product Strategy & Rollout Plan
Rolling out to other Southeast Asian markets 🇸🇬 🇲🇾 🇮🇩 🇻🇳 🇵🇭
Auto-translating reviews based on user language settings
Applying the pattern to seller Q&A and chat
Rolling out to other Southeast Asian markets 🇸🇬 🇲🇾 🇮🇩 🇻🇳 🇵🇭
Auto-translating reviews based on user language settings
Applying the pattern to seller Q&A and chat
Final Reflection
Final Reflection
Great UX isn’t always flashy. Sometimes it’s just one quiet feature that makes 2 million users feel seen. That’s why I design.
Great UX isn’t always flashy. Sometimes it’s just one quiet feature that makes 2 million users feel seen. That’s why I design.
Great UX isn’t always flashy. Sometimes it’s just one quiet feature that makes 2 million users feel seen. That’s why I design.
Next
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.
