UX multilingual: best design practices for Swiss websites
Multilingual UX: Best Practices for Designing Swiss Websites
Creating an effective website for Switzerland requires addressing very specific needs due to its linguistic and cultural diversity. Here are the essential points for a successful multilingual UX:
- Main Languages: German (63%), French (23%), Italian (8%), Romansh (0.5%). Each language must be treated carefully to reflect local expectations.
- Language Selectors: Place them in visible areas (top corner or menu), avoid flags, and prefer explicit labels like French, Deutsch, Italiano.
- Local Formats: Respect Swiss conventions, such as dates (DD.MM.YYYY), currencies (CHF 1'234.56), and metric units.
- Multilingual SEO: Structure your URLs (/fr/, /de/), use appropriate hreflang tags (fr-CH, de-CH), and optimize content for each language.
- Adaptable Design: Allow space for text expansion (up to 40% for German) and adjust visuals to local sensitivities.
- Tone and Formality: Adjust the writing style according to regions: formal in French-speaking Switzerland, more flexible in German-speaking Switzerland.
Why is it important?
76% of users prefer to navigate in their native language, and 40% will avoid a poorly localized site. In Switzerland, where 64% of the population uses multiple languages weekly, well-thought-out multilingual UX can increase engagement and conversions.
Quick Summary of Solutions:
| Aspect | Main Recommendation |
|---|---|
| Languages | Offer all main languages (fr, de, it) |
| Language Selector | Visible placement, no flags |
| Local Formats | Dates: DD.MM.YYYY, Currency: CHF 1'234.56 |
| SEO | hreflang tags, structure /fr/, /de/ |
| Design | Plan for text expansion, adapted visuals |
These practices turn Swiss linguistic complexity into an opportunity to reach a diverse audience and enhance user trust.
How I combine UX design and languages | Bridging tech, design and language learning
How to design language change features
To meet the specific needs in Switzerland, it is important to design an effective language selector. Users should be able to switch languages without losing their position or navigation context. Here are some tips for creating clear and intuitive language selectors.
Where to place language selectors
The placement of the language selector plays a crucial role in the user experience. In general, these selectors are often placed in the header or footer. On mobile sites, it is recommended to integrate them into the hamburger menu.
For desktop sites, the top left or right corners are ideal locations, as users tend to look for these options in these areas. On mobile, ensure the selector is visible above the fold or easily accessible via the navigation menu.
Examples like Dyson.com and Atlassian show how important it is to position the selector clearly, whether at the top or bottom of the page, depending on the context. Avoid hiding the selector behind other elements or making it difficult to locate.
Once the placement is defined, it's time to think about how languages will be offered to users.
Automatic detection vs manual selection
Automatic detection can identify the user's language from their browser settings or IP address, but it can sometimes lead to errors. For example, a French-speaking user living in a German-speaking region could be offered a language that does not match their preferences.
Here are some recommendations to find a balance:
- Always offer a manual selection option in addition to automatic detection. This allows users to choose their preferred language.
- Use the Accept-Language header of the browser to improve detection accuracy.
- Avoid automatic redirects without allowing users to easily return to their initial choice.
- Store users' language preferences using cookies or local storage for a smooth experience.
By combining automatic detection and manual selection, you will ensure a better user experience.
Once these features are in place, it is essential to structure your URLs to maximize the SEO performance of the different language versions.
URL structure for multilingual SEO
How you organize your URLs influences both user experience and SEO. Here are three common approaches for structuring the language versions of a site:
| Structure | Advantages | Disadvantages |
|---|---|---|
| Subdirectories (/fr/, /de/) | Simple to implement, maintains authority of main domain, centralized management | Does not allow local hosting |
| Subdomains (fr.site.ch) | Clean separation of languages | More complex to configure, SEO authority dispersed |
| Separate domains (.ch, .com) | Precise geographical targeting, enhances local image | High costs, more complex management |
For Swiss sites, subdirectories are often the best choice. They help maintain the SEO authority of the main domain while offering clear organization, as in the following example: monsite.ch/fr/ for French or monsite.ch/de/ for German.
Additionally, hreflang tags are essential for directing users to the appropriate language version and avoiding duplicate content issues. For a Swiss site, configure them precisely using codes like "fr-CH" for Swiss French, "de-CH" for Swiss German, and "it-CH" for Swiss Italian. This precision helps search engines understand regional specifics.
Finally, use Google Search Console to associate your .ch domain with Switzerland. This will strengthen your local visibility and optimize your positioning in geolocated searches.
Adapt design for different languages and regions
Adapting design is not just about translating text. Each Swiss language and region brings its own requirements, directly influencing the user experience.
Managing text length variations
Translating text can change its length, which can disrupt the layout. For example, translating from English to German can result in a 30 to 40% increase, while for French or Spanish, expansion is usually 10 to 20%.
"The general rule is to allow for text expansion of up to 30% to 40% when translating from English to German, which is one of the most extreme examples of text expansion." - Mervin, UX Designer
To avoid having to completely rethink your interface, anticipate during the design phase by leaving a margin of expansion of about 35%. This ensures enough flexibility to accommodate longer texts.
Some best practices include using flexible containers and adding spaces to allow content to expand without compromising the layout. Set clear limits for text lengths and apply visually clear truncations, if necessary. Prefer adjustable fonts that adapt to text length and avoid incorporating text directly into images. Opt for text overlays instead.
Beyond textual adjustments, it is equally crucial to customize visual elements to meet local expectations.
Choosing appropriate visual elements
Visuals play a universal role in communication, but their interpretation varies across cultures. For example, colors and patterns can have different meanings from one region to another.
"Visual elements can transcend language barriers and help create a common visual language for users worldwide." - Luke Wroblewski, Designer and Author
To meet local expectations, conduct in-depth research on user preferences in your target markets. In Switzerland, regional sensitivities differ: German-speaking and French-speaking users do not always have the same design or visual hierarchy expectations. Adapt your choices of colors, images, icons, and patterns to match these specificities. For example, Uber changed the color of cars displayed on the map in China to red, a color symbolizing luck and prosperity in that country.
Lastly, adjusting the writing style is just as essential as visuals.
Adjusting tone and formality
Once the design and visuals are adapted, the content must also reflect local sensitivities in terms of tone and formality. Each Swiss region has its own linguistic and cultural codes. Some cultures prefer a formal tone, while others prefer a more casual approach. For example, in French-speaking Switzerland, formal language is generally preferred, while in German-speaking Switzerland, "Sie" is used for new visitors before transitioning to a more informal tone.
"Creating content with localization in mind can mitigate many issues caused by linguistic expansion and contraction. Using simple language and avoiding overly complex or idiomatic expressions leads to more concise translations that are often shorter, resulting in more efficient use of space." - POEditor Blog
The typographic aspect should not be overlooked either. Languages use various characters, and not all fonts support certain alphabets. For Swiss websites, Helvetica is a wise choice due to its Swiss origins and compatibility with many languages using the Latin alphabet. Ensure your fonts remain readable on different devices and browsers. Adjust font sizes and spacing to ensure comfortable reading in all languages.
Technical Configuration for Swiss Localization
Swiss Formatting Standards
Switzerland has specific rules for number, currency, and date formats. These standards are essential to ensure a consistent and intuitive interface for users.
Currency and Number Format
In Switzerland, the Swiss Franc (CHF) follows a particular format: CHF 1'234.56. The apostrophe is used as a thousands separator, unlike the comma used in other countries. For example, ten thousand francs are written as CHF 10'000.00, not CHF 10,000.00.
It is crucial to adhere to these conventions, emphasized by the role of the Swiss Association for Standardization (SNV), which is the maintenance agency for the ISO 4217 standard on currency codes.
Dates and Measurement Units
Dates in Switzerland follow the format DD.MM.YYYY (e.g., 31.05.2025 for May 31, 2025). Regarding units, the country uses the metric system: meters, kilograms, and degrees Celsius. A consistent interface that respects these formats enhances credibility and improves the user experience.
Technical Implementation
For developers, the lang attribute (e.g., <html lang="fr-CH">) indicates the content language. Tools like Intl.NumberFormat in JavaScript, the locale module in Python, or the NumberFormat class in Java facilitate the management of local formats.
In contexts like e-commerce or financial applications, it is crucial to regularly test the accuracy of formats. A feature that allows switching between different measurement units can be useful, and automatic localization detection via browser settings or geolocation is also recommended.
SEO Configuration for Multiple Languages
Multilingual SEO optimization goes beyond translation. It involves a rigorous technical approach to maximize visibility in each linguistic region of Switzerland.
Optimizing Localized Content
Localizing content is not just about translating it. It includes content optimization tailored to each linguistic region. For example, terms used in French-speaking Switzerland often differ from those used in France, just as Swiss German has variations from standard German.
While Google does not rely solely on the HTML lang attribute or hreflang tags, these technical elements remain essential for optimal configuration. Additionally, obtaining backlinks specific to each language contributes to improving SEO.
Multilingual SEO, unlike international SEO, focuses on language, even within the same country, to meet the needs of different linguistic groups.
Localization Tools and Testing Methods
To ensure successful localization, it is essential to thoroughly test each technical element. This includes interface translation, adaptation of measurement units, currencies, and dates, as well as adjusting terminologies to local specificities.
Swiss Specifics
In Switzerland, the main languages are distributed as follows: Swiss German (DE-CH), Swiss French (FR-CH), and Swiss Italian (IT-CH). However, all share the same conventions for dates, currencies, and measurement units. This uniformity simplifies management while respecting linguistic particularities.
| Configuration | Usage |
|---|---|
| fr-CH | French version for Switzerland |
| de-CH | German version for Switzerland |
| x-default | Default version |
Testing Process and Quality Assurance
Translation management systems (TMS) help structure the localization process, automate certain tasks, and track progress. From the start, it is important to define clear criteria for evaluating translation quality, functional testing, and layout. Combining automation with human expertise is essential: automated tests identify technical issues, while manual tests by native speakers identify inconsistencies or awkwardness.
Establish feedback loops so that translators, developers, and quality assurance teams can collaborate effectively. When creating language files, be precise with locales: for example, fr-FR for French from France, fr-CA for Canadian French, or fr-CH for Swiss French.
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Creating Better Multilingual Websites for Switzerland
Creating an effective multilingual user experience for the Swiss market requires a precise approach, combining rigorous technical choices and sensitivity to local specifics. Those who master this balance can achieve impressive results.
Summary of Main Strategies
A successful multilingual website in Switzerland relies on three essential pillars: intuitive navigation, relevant regional adaptation, and impeccable technical configuration.
Language Selection and Navigation
To facilitate access, place the language selector in a visible and easily accessible location. Users generally expect to find it in the top right corner of the page or in the main navigation menu, locations that have become standard.
Cultural and Regional Adaptation
Switzerland is a country rich in cultural diversity. Each region has its own traditions and preferences. To reflect this, it is essential to collaborate with local experts and adapt content to regional specificities. For example, integrating references to local festivals or using specific hashtags can strengthen the connection with your audience.