Introduction

This case explores how UX research and design can scale across cultures in a global e-commerce platform.

Serving a highly international seller base — with a large proportion of users in Asia — the product faced a growing gap between European-centric design assumptions and real usage conditions. UX research revealed that language, culture and translation tools fundamentally shaped how Asian sellers interacted with the platform.

Rather than pursuing full localisation, this project demonstrates how UX can work within business and technical constraints, reframing the problem as designing for translated experiences.
It shows how cross-cultural research can lead to pragmatic, scalable UX strategies that improve usability without fragmenting the product.

👉 Scroll to see how UX decisions were shaped by cultural realities and global constraints.