A translation feature enabling instant, multilingual communication for frontline workers.
Project Overview
Timeline
1 month (May 2024)
Team
1 Product Designer
2 Engineers
1 PM
1 Design Manager
Role
Product Designer
Platform
Mobile
Problem context
Multilingual frontline teams struggled to communicate clearly in Zello channels, leading to confusion, missed messages, and operational delays.
Language barriers, fast-paced conversations, and the inability to quickly understand critical updates made it difficult for teams to stay aligned throughout the day.
Communication barriers were disrupting frontline operations, as reflected in the critical numbers uncovered through internal research.
72%
Reports of delayed or missed instructions
Teams struggled to act quickly when key updates weren't understood in real-time.
<2 seconds
Average length of messages in a channel
Most communication was extremely short and fast-paced, leaving little room for clarification.
85%
Struggled to follow conversations
Users found it hard to keep up when messages were rapid-fire in non-native languages.
60%
Employees often had to resend or verbally clarify instructions, slowing operations.
"I feel embarrassed asking people to repeat themselves constantly, so I often pretend I understood."
— Anonymous customer review
Core challenge
Research insights
What led to these communication gaps?
After field research at Sam’s Club locations, user interviews, and internal data reviews, I identified three major problem areas impacting frontline communication.
Language gaps
Fast, real-time audio made it difficult for non-native speakers to keep up.
Message confusion
Without transcriptions, it was hard to quickly skim key updates.
Repeated messages
Misunderstandings led to repeated clarifications, slowing team workflows.
Solution highlights
Impact
It wasn’t long before we saw improvements in communication clarity and operational speed across teams.
68%
Improved comprehension
Users understood updates faster without repeated clarifications.
47%
Fewer repeated messages
Teams needed less back-and-forth to clarify information.
58%
Higher task completion
Employees completed tasks independently with fewer delays.
81%
Positive feedback on accuracy
Most users found translations reliable enough to act on.
"I don’t have to stop and ask what people said anymore — I can just read it and move on. It makes everything way faster."
— Sam’s Club frontline worker
Note:
The impact metrics were based on internal company testing and early beta rollout to five Sam’s Club locations over a 6–8 week period. Full-scale adoption and long-term metrics were still being evaluated at the time of reporting.
Timeline
With a tight 3-week timeline, I prioritized quick ideation and prototyping, internal testing with real users (Sam’s Club teams), and rapid iteration before beta rollout.
Opportunity Mapping
After reviewing field research and internal findings, I mapped three major communication problems into clear design opportunities.
Language gaps
Fast, real-time audio made it difficult for non-native speakers to keep up.
Message confusion
Without transcriptions, it was hard to quickly skim key updates.
Repeated messages
Misunderstandings led to repeated clarifications, slowing team workflows.
Competitor analysis
Next, I reviewed how major platforms approached translations in real-time communication.
I analyzed Buddycom, YouTube, Apple, Instagram, and Twitter, focusing on translation accessibility, switching between languages, and overall usability.
Ideation process
To better anticipate user reactions, I mapped out the end-to-end experience of receiving a translated message.
I mapped user emotions (happy, neutral, frustrated) with emojis to quickly spot areas of delight or friction. This helped prioritize improvements around toggling, UI clarity, and error handling.
Challenge 1
Underlying Problem
Frontline workers often missed key updates when conversations were too fast or heavily accented.
Design Approach
I explored ways to insert translations directly below each audio message without disrupting Zello’s real-time messaging experience. I prioritized minimal cognitive load, quick skimming, and quick switching between languages using simple, familiar patterns.
Solution
I designed transcriptions to appear immediately beneath the original messages, making it easy for users to understand updates at a glance.
For the MVP, translations were automatically enabled for designated channels to streamline rollout.
Challenge 2
How might we make it easy for users to control when they see translations without overwhelming the UI?
Underlying Problem
The message history was already crowded, and adding too many new actions risked making it harder for users to focus on important messages.
Design Approach
I focused on keeping the toggling experience lightweight and intuitive. Instead of introducing new menus or clutter, I embedded the toggle naturally within the message layout.
Solution
Challenge 3
How might we ensure translation quality is monitored and improved over time without formal QA resources?
Underlying Problem
Due to limited time and resources, we couldn't manually verify every translation before launch
Design Approach
I embedded a lightweight feedback mechanism to collect real-world user input on translation quality without disrupting the messaging experience.
Solution
A simple thumbs-up/thumbs-down rating option was added through a long-press action on each translated message, allowing users to quickly provide feedback. This lightweight interaction helped surface translation issues early and informed future improvements to the feature.
Handoff
After finalizing the MVP designs, I worked closely with the iOS engineer and PM to ensure a smooth handoff. I provided detailed notes on the translation toggle, feedback flow, and message behavior.
Given the tight timeline, I stayed involved during early development to address edge cases and technical questions.
The feature was rolled out to five Sam’s Club locations for real-world testing shortly after.
Reflection
Key learnings
Designing for real-time urgency
Unlike traditional messaging apps, Zello’s live audio environment required minimizing user hesitation, reducing extra steps, and making critical information instantly accessible.
The value of lightweight feedback loops
Embedding a simple in-app rating option allowed us to gather quality insights without interrupting workflows — a reminder that even small feedback channels can drive huge product improvements.
Platform-specific thinking matters
Even though we streamlined for iOS in the MVP, understanding platform behavior differences early helped prevent last-minute design changes or technical debt.
Lean UX process under tight timelines
Working quickly through research, journey mapping, and rapid iterations allowed us to deliver a practical, focused MVP without overcomplicating the experience.