Project: UX writing in Swedish for Amazon Prime's Video - Amazon's largest video content platform.
Task: Amazon Prime's onboarding page for new Swedish customers.
Challenge: Prime Video's main language is Am. English, and my task as a Swedish native, was to translate the pages to mirror the same offering in Swedish. However, Swedish lacks approved 'tech lingo' in many instances. A challenge was to 'create a new language' for Amazon, by collaborating with linguists at external translation agencies and applying a 'best practise' based on judgement, testing and competitor research.
Part of the challenge was also to create and shape Amazon Sweden's tone of voice, which I discussed with translation agencies and the Product Manager at length. The appropriate voice for Amazon in Sweden would become less upbeat, friendly and enthusiastic than its American counterpart, to suit Swedish preferences. Swedes tend to prefer a more balanced voice between happy and neutral.
Swedish language includes quite a few long-form expressions. A third challenge was to shorten these to submit to the character limit, like above Log in module.
Result: Featured in these screenshots, I managed to shape Amazon's Swedish offering in a friendly yet neutral voice, adhering to the strict character limits.