The Translation Strategy Boosted Regional User Satisfaction to 63% for a Top Indian Bank
About the Customer
Client is a large Indian bank with a wide customer base and digital first approach. They've been around for a while, but a big part of their growth has recently come from users outside metro cities. As they looked to reach more people through their mobile app and online content, they ran into a pretty common roadblock that is language.
Challenge
Even though their mobile app and articles were packed with helpful info, the message wasn't getting through to everyone. A few things stood out:
- Many users weren't comfortable with English, especially in rural areas.
- App usage in non-English regions was noticeably lower.
- Their articles were helpful, but only if you could understand them.
- A big part of their audience felt left out, which showed in the numbers.
Solution
We didn't just toss their content into a translator and hit 'convert'. That's not how you build trust in financial services. Here's what we did:
- Article Translations: We worked on their blog and helped articles, translating everything into Indian languages carefully. We made sure that each piece made sense, especially when it came to hard-to-understand banking phrases.
- Using DOTA for App Review: We wanted to see how the app really feels when someone uses it in their own language. That’s why we pulled in DOTA (Devnagri On The Air), our internal tool. Instead of just scanning text files, it lets us walk through the actual app screen by screen—buttons, alerts, error notes, all of it.
Key Highlights
- Speed alone doesn’t cut it. The AI gave us quick drafts, but our language experts spotted the tricky bits that machines can’t always get right. That mix worked better than either one on its own.
- Because DOTA shows the live app, not just scattered words, we caught mistakes earlier. The flow felt more natural, and the interface made more sense once everything sat in its proper place.
- We used standard banking terms across all content. That helped with consistency and user trust.
Results
The bank saw some changes after we were done:
- App retention improved by 45%. People opened the app more often and stuck around.
- User satisfaction went up by 63%. Feedback got better, both in surveys and app reviews.
- Updates to content became quicker. Translations that formerly took more than a week now take only a few days.
- Most essential, consumers believed the bank spoke their language.
A deep connection with the users depends on stronger involvement and loyalty translation for the bank. For us at Devnagri, it's yet another illustration of how artificial intelligence and human knowledge can cooperate to produce actual outcomes.
