Working on VIP Karaoke Norwich taught me to look beyond the language on a screen when adapting a service for its customers.
The booking offer was one example. A long room session bundled with a bottle of spirits asked a group to make a substantial commitment. I proposed charging by person and hour, with the aim of giving visitors a clearer way to think about the time they wanted to spend.
Song search revealed another mismatch. A system built around initial letters did not suit people who expected to type full English words and spaces. I researched and tested an alternative before it was adopted in three rooms.
The physical space mattered too. I remeasured tables to preserve space for drinks while giving people more room to stand and move during a song.
These changes started with observations at one venue. They remind me to avoid treating “local customers” as a single set of preferences. I need to watch what people try to do, listen to their questions and identify the part of the service that makes it difficult.
For me, localisation is an ongoing design task. It reaches the pricing unit, the search behaviour and the furniture, as well as the words used to describe them.