Tech Company
Localizing a Financial Content Platform to Boost User Engagement in Japan
Overview
To support the localization of a financial content site for the Japanese market, the Carter team was brought in to help ensure the platform’s design, content, and navigation aligned with the expectations of local users.
The goal: introduce a distinctive value proposition while adapting the experience to resonate with Japanese users—ultimately driving engagement and conversions on the company’s broader trading platform.
We conducted a series of interviews with frequent users of trading and brokerage platforms to understand what they looked for in financial content, what tasks they performed, and what pain points they encountered. Participants were observed navigating their preferred sites to identify common patterns, habits, and usability expectations.
In addition to content needs, we explored users’ reactions to new navigation flows, content structures, and visual layouts to assess what felt intuitive and trustworthy. Feedback gathered during the sessions guided prioritization of features, tone of voice, and cultural adjustments to the client’s offer, ensuring the new platform would feel familiar while offering a fresh experience.
Results
The client gained a clear picture of user expectations and cultural preferences, along with actionable recommendations on how to localize design, content, and structure. The findings shaped the next phase of development, with user insights directly feeding into site architecture and UX mockups for refinement.
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“The launch is now ongoing with the website strategy and design in full swing. Thanks to the Carter team, we were able to get some nice directions for our work! Thank you again for the journey.”
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