Global products are built with English in mind. It is often tricky to translate them into distant languages that have conjugations, declensions and different grammatical genders. My previous article explored how localization can make or break the UX, whilst here I will talk about practical tips for English → Russian localization. To a great extent, the same ideas apply to other Slavic languages (Polish, Czech, Ukrainian and Bulgarian) and to translation in general. So, here are nine important points to pay attention to…

1. Don’t lose your voice

Your “voice” is the tone of written communication with your audience. It can be formal, casual, witty…

Though I’m a native Russian speaker, my iPhone, Facebook, Instagram and many other apps are in English. The reason behind this is that their localized counterparts often sound unnatural, are tricky to use and cause tons of mental friction.

As many Russians can’t, or don’t want to switch to English, they have to cope with word-by-word translation, robotic marketing messages and inhumane helpdesks. The same applies to billions of non-english natives all around the world. So why not treat localization as a competitive advantage in the global market?


Tech localization & copywriting in Russian

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