Global Gateway Problem and Solution

Problem

When localized applications are available, users need to be directed to the application designed for their region and language. This is particularly important for applications (e.g., e-commerce applications) where products and services offered by a company vary from one region to another. Even when localized applications are available using the appropriate country codes in their top-level domain (TLD) names7 (e.g., www.amazon.co.uk for United Kingdom), users may not know the appropriate code or that a localized version exists and therefore they might go directly to the application’s non localized version.

Solution

To direct users to their localized version of the application, show them a global gateway page to allow them to choose their region (or country) and language . Once users have specified their preference, remember their
selection so that they do not have to make the same choices again. However, do not lock users to their selection—allow them to change it (Yonkers, 2002).

Why

For many e-commerce applications, the products and services offered differ from one country to another. Allowing users to choose their country makes it easy for them to know exactly what they can purchase online and avoid the frustration of ordering items that may be unavailable in their country. Specifying the country also enables users to see localized prices, dates, currency, and so forth, further improving their experience interacting with the application.

How

Show users a list of available countries and/or languages, and allow them to indicate their choices and direct them to the localized version of the application for that region.