The Power of DX: How Localazy Increased Customer Satisfaction

More and more companies understand that a quality Developer Experience (DX) matters.

DX has the same goal as UX: make your product as easy to use as possible. Developers are users too. If you have a digital product, make them comfortable. Otherwise they leave for a competitor.

DX quality also shows up inside the company. Set it up well and you speed up development, save costs, and reduce turnover, because developers enjoy working in that kind of environment.

We reached out to companies that actively work on their DX and asked what benefits they see and how they put them to use.

First up is Localazy.

We asked Localazy a few questions.

1. How do you define "good Developer Experience", and what do you prioritize to achieve it?

At Localazy, we define a good DX as how easily and efficiently developers can integrate our localization services into their projects. A good DX means developers quickly understand our platform and tools, implement them with minimal friction, get support when they need it, and eventually forget about it thanks to automation.

So we build tools that are intuitive and easy to start with, yet sophisticated enough to handle genuinely complex localization workflows.

2. Can you walk us through how you make your platform intuitive and accessible for external developers and tech customers?

Unlike other tools on the market, Localazy started as a developer-first localization platform. Our founding team were developers, which gave us a real advantage in understanding what localization hurts from a developer's point of view. That experience has stayed with us, and the developer is still at the center of our focus.

We offer SDKs, APIs, and other developer-friendly features such as pre-built GitHub Actions. But the heart of our service is our CLI, which our users love and use the most. It lets developers work with Localazy in their favorite environment and slot it into their team's workflows, such as PR, CI/CD pipelines, and testing, with almost no change to their habits.

To make these tools even more intuitive, our main strategy is staying in close contact with the developers who actually use them. We talk to them in interviews, on support, and even on sales calls before they adopt the product. On top of that, we run technical demos to help them design their whole localization process and gather more feedback, which you don't often see at companies our size.

3. Have you ever decided against a particular service because of poor Developer Experience? If so, what specifically tipped the decision?

Yes. Throughout our journey we've decided for and against specific services many times. As we grow, our needs get more complex, and we pay particular attention to how well a tool fits into our existing stack.

At Localazy we're all tinkerers who'd rather not spend time on work that can be automated. So we pick tools that allow customization and, above all, open access through an API. That lets us quickly build our own processes on top of them, and the tools never end up isolated in our ecosystem.

We've decided against a service whenever it couldn't be customized or didn't offer an open API. What really puts us off is a tool that locks us in with no way to migrate later, or one that won't fit into our workflows. In those cases we had to look for an alternative that met our requirements better.

4. How do you handle Developer Experience within your own teams? What processes or tools keep internal development efficient?

We put a strong focus on DX inside our teams and build an environment that stands on context, collaboration, and efficiency. We believe developers do good work only when they have as much context as possible and can think about the system as a whole, not just isolated tasks. That's why we run our entire development, in fact the whole company, in Fibery. Everyone has access to our goals, metrics, initiatives, customer feedback, and bug reports.

For each task, the relevant context is linked and discussed. A task is assigned to one person, either in progress or up for code review. Combined with Fibery's notifications and comments, that enables smooth asynchronous work. Developers stay informed, engaged, and on the same page.

We break work into achievable, repeatable steps that make sense within the larger system. We move forward in small increments while keeping the big picture in mind. We also aim to use the latest developer tools and dependencies, because it saves us time in the long run. Shorter build times, for example, reduce frustration over time and let the team collaborate better.

Automation is a key part of our workflows. We keep code quality high and catch issues early with linting, unit tests, and E2E tests. Our code lives in several repositories with reusable components, which keeps PRs small and supports modularity. We use GitHub and GitHub Actions to automate the whole CI/CD pipeline, so we iterate fast and ship continuously. Automated tests and PR checks raise code quality and cut manual work.

In GitHub Actions we run workflows on dedicated servers so they finish fast and we don't wait long to merge. Releasing is simple: we approve and merge an automatically created PR that bundles all the changes and a short changelog. Every deployment runs through Docker containers.

This lets developers focus purely on code, and we take off the cognitive load they'd otherwise carry. Fewer distractions and more automation on repetitive tasks raise productivity and keep the team satisfied.

5. In the spirit of continuous improvement, are there areas in your Developer Experience that need work? How do you plan to address them?

We live by four product principles: OPEN, TRANSPARENT, INTUITIVE, and AUTOMATED. They guide everything we do around the product, DX included. We've come a long way toward this vision, but we know parts of our DX need work, and we're actively on it.

First, we're building a new developer portal, separate from our user documentation, that will be the hub for all developer resources. It will include examples, starter templates, guides, and more, so developers quickly find what they need. You can get a sneak peek here: https://developer.localazy.com/.

Next, we're opening Localazy to all developers. That means improving our API and its documentation, and building a new integration marketplace. It won't just feature our official integrations; anyone will be able to develop and share their own integrations with Localazy. We've already built a reasonable layer of abstraction for internal use, and we plan to publish it for everyone, along with straightforward steps and an example repository.

Finally, we want to keep improving automation and build tools and plugins that save developers even more time. The goal is to automate workflows and cut manual effort so developers can focus on building great products.

By focusing on these areas, we'll stay true to our principles and offer developers an experience unmatched on the market.

6. What tangible benefits has prioritizing good Developer Experience brought you? Can you share a concrete example or result?

One of the main things that sets us apart on the market is the CLI I mentioned. Automation ideas often come from developers themselves, who are good at spotting where to improve and cut waste. We've found this bottom-up approach works exceptionally well as a way to grow the product organically.

The data backs it up. Developers who try our CLI on their first visit are 62% more likely to come back and keep exploring the platform. That's why we don't present ourselves as just a simple translation tool; we show the integration option right at sign-up. By engaging developers from the start and taking care of their experience, we retain more users and build a more active, committed base.

So we haven't only attracted more developers, we're also building a community that actively contributes to improving the platform. This approach has raised our activation rate, customer satisfaction, and the quality of feedback.

Localazy is a great example of how investing in developer experience pays off. It keeps the product simple for developers, which lets Localazy build a loyal community that has no reason to flee to a competitor. Well-set internal processes also make their development more efficient and their developers more satisfied.

Localazy always wants to push further, which is why they also run our DX Audit to catch even the small quirks developers run into on their journey through the product.