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