What I Learned as a Localisation Writer at Bumble
Localisation writers don’t just translate copy, but also the cultural trends and formalities for their market. These are my UX copy learnings from the past few months at Bumble.
1. Quality checks are key
Like many international apps, Bumble translates every app screen into the respective national language and performs a quality check. Formulations are improved, faulty formatting is detected, and sometimes improvement opportunities in UX are identified. I’m sure: Quality checking is the number one factor that separates ordinary from extraordinary apps.
2. Few exclamation marks are better
For long form copy, the general rule for exclamation marks is: Maximum one exclamation mark per page. In UX writing the goal is to provide clear and concise instructions without shouting at the user. UX writers should avoid using exclamation marks and instead use them as a visual part of the message, for example when communicating a warning. This way, UX writers also prevent descriptive UX copy from suddenly sounding like a sales message.
3. Filler words are unnecessary
Words such as “now, soon, actually,” and “also” take up unnecessary space in the interface. I have noticed that filler words are frequently used in German to closely resemble the English original. This can be avoided by not translating word for word, but by considering the context.
Quality checks are especially crucial in this case because writers may become “blind” to opportunities for shortening microcopy after reviewing hundreds of screens.
4. Choose an imperative form (german special case)
How would you rather write? “Wähle” or “wähl”? “Teile” or “teil”?
All of the above verbs are in the imperative form, which is the command form. Imperative verbs are used for the call to action because they prompt the user to do something. In German, it is important for the UX writer to choose one form, as otherwise it may appear that the last letter is missing.
But which version is better? In a more informal context, the letter at the end can be omitted: “Wähl, zeig, mach”. When spelled out correctly and more formally, it would be: “Wähle, zeige, mache”.
In German, both versions can be used, but consistency is key. For example, at Bumble, it should sound more casual and informal, which supports “wähl”, but clarity and explicitness always take precedence in UX copy. “Wähle” would be the correct form and therefore less ambiguous.
5. Gendering in German UX is a compromise
When translating an app into German, UX writers may face challenges in writing in a gender-inclusive manner. It’s all about finding an appropriate compromise between gender-neutral language and user-friendly copy.
Bumble is a modern lifestyle app that promotes diversity and inclusion wherever possible. During translation and interface design, the app has to make compromises, but there is a good chance that users will be understanding when “Deine Freunde” (your friends) is used instead of “Deine Freundinnen und Freunde” (your female and male friends) on a very small screen. Users are aware that the brand, at its core, represents gender neutrality.
Tip: For lifestyle products that originate from English, many words can be adopted, saving space for gendering. For example, using “User” instead of “Nutzerinnen und Nutzer” (female and male users).
Bumble UX Copy Quality Check rules for app translations from English to German, summarized:
- Quality checks are key.
- Few exclamation marks are better.
- Choose an imperative form.
- Filler words are unnecessary.
- Gendering in German UX is a compromise.
