Making App Discovery Inclusive with Multi-Language Switch

Company: Indus AppStore (IndusOS)
Role: UX Designer

| About the Company

Indus AppStore is India’s regional-language app marketplace, built to make app discovery and downloads accessible to millions of users — especially from Tier 2 and Tier 3 cities. It’s designed for users who are mobile-first, but not always English-first.


| The Problem

A huge segment of our users struggled with English. In fact, many:

“Waited for someone else to read and install the app for them.”

This dependency led to:

  • Lower discovery and download rates

  • Drop-offs before installation

  • A broken sense of autonomy

For a platform built for everyone, this was a major blocker.


| The Solution: A One-Tap Language Switch ✅

I introduced a simple, intuitive language toggle — designed to feel both familiar and frictionless.

How It Worked:

  • At first launch, the app auto-detects the user’s regional language (based on geo + device settings)

  • A clear language switch button is placed prominently

  • When tapped, it lets users choose their preferred language (from 12+ Indian languages)

  • Once set, users can use the toggle anytime — no settings hunt, no friction

This turned the app from “difficult” to “designed for me.”


| Behind the Scenes: Simple Doesn't Mean Easy 🔍

  • Mapped common mobile usage patterns in regional language-heavy devices

  • Collaborated with local language experts to ensure accurate tone and terminology

  • Ran A/B tests to test button placement, onboarding clarity, and icon recognition

  • Did field testing in Tier 2/3 towns, observing how users reacted to different versions

One insight stood out:

“When users could read in their own language, they didn’t just explore more — they trusted more.”


| Metrics & Outcomes 📊

  • App install conversion increased by 29% among non-English users

  • Time spent on App Store increased by 2.4x for users who switched language

  • Bounce rate on key discovery sections dropped by 21%

  • Language switch used by 67% of users including Hindi, Marathi, and Tamil regions

  • Increased downloads in regional apps by over 1.7x post-rollout


| Conclusion 🎯

By removing the “language wall,” we didn’t just improve accessibility — we gave users independence.

This wasn’t just a toggle.
It was a tap that said, “You belong here.”


| What’s Next

  • Introduce voice-assisted navigation for low-literacy users

  • Auto-curate app categories in preferred language post-switch

  • Expand support for regional keyboards during app reviews and search

  • Add a multi-lingual onboarding journey with audio cues

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