```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FMsPLT3SacBNEoCxuHrsq%2Fad529e4e-c6b3-41d6-9aa9-5a7daf7dc813.jpg?alt=media&token=f79c67a0-154f-4ebe-8357-abcdec3211d9","id":"ad529e4e-c6b3-41d6-9aa9-5a7daf7dc813","width":1800,"height":1360,"filename":"mn.jpg","type":"image/jpeg","caption":"A long-term project, translating The London Pass website included localizing terminology, transcreating the new tagline, and translating lots of great copywriting.","border":true}]}
```

Go City® offers sightseeing passes to give travellers access to attractions and tours at a discount.

### The Task

English to Danish translation of:

* The London Pass website

* 90 attraction articles, 40,000+ words

* Tone of voice copy including Danish terminology and new tagline

* Email templates

* App interface

### Localizing Terminology, Tone of Voice and Tagline

Go City® products are all named passes: Explorer Pass, All-Inclusive Pass, etc. The team wanted to localize the term *pass* to avoid confusion with the Danish word *pas* (meaning passport) and agreed on the suggested term *adgangspas* (admission pass). This name is descriptive while remaining consistent with the English product name.

Co City® describe their products as *credit packages*. However, the Danish word *kredit* may bring to mind the world of finance. I suggested localizing the term into *klippekort* – a prepaid physical or digital card that gives access to a service for a certain number of uses. The word is self-explanatory to Danes, making it easier to communicate how the products work.

Having localized this terminology, I translated the tone of voice copy, which I could later refer to for consistency. Go City® renewed the company branding during the Danish translation project, and the translation team brainstormed possible translations for the new tagline. Right now, the Danish tagline is in the final stages of selection.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FMsPLT3SacBNEoCxuHrsq%2Fd21dd06d-d013-44aa-8d98-cc165b3234c9.jpg?alt=media&token=0e779977-c369-4681-98c7-6aeef0c2b5d6","id":"d21dd06d-d013-44aa-8d98-cc165b3234c9","width":1800,"height":1360,"filename":"mn2.jpg","type":"image/jpeg","caption":"The London Pass website included 90 attraction articles, a webshop checkout flow, FAQs, travel itineraries, and informative articles.","border":true}]}
```

### The London Pass Website and 90 Attractions

The dominant task was translating the 90 attraction articles, totalling over 40,000 words. I had great fun and learned a lot about London landmarks while making sure to transfer the adventure-inspiring tone of voice.

For the FAQ, I aimed for clarity and readability to ensure Danish customers could find straightforward, helpful answers. Meanwhile, itineraries were translated to provide the best possible travel inspiration. I used my own notes, a glossary, and the tone of voice document to maintain consistency across the website.

### Review

A thorough review concluded the project, the checkout flow receiving extra attention with its many UI strings and *required field* and error messages. The result was a smooth and inspiring user experience for adventure-seeking Danes.

### Testimonial

> Simply put, Märta is a fantastic Swedish and Danish translator! It is such a pleasure working with her on a weekly basis. We worked together to rollout Danish and Swedish language support for 2 of our main product on sites, apps and email journeys! It was easy, smooth and delivered before the deadline.
>
> Super organised and has great attention to detail! In addition, Märta communicates effectively and is extremely hardworking. Anyone would be lucky to have her on their team.
>
> Gracias por todo.

— Isabel López, Head of Translations at Go City®

### Do you need user-friendly website translation?

Find out more about the services I offer at my company website, [noorgren.com](http://noorgren.com)

Translating The London Pass Website

Tiimo is a visual planner app for persons with ADHD, autism or neurodiversity. It has been featured on the App Store and has a 4.2/5 rating.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FQYHZKKkKcL3vGKa13K6I%2F4ed7fff9-c20e-4b1c-9fd5-bafc7c102371.png?alt=media&token=b5de20ed-30f0-4343-9159-533ee8852e67","id":"4ed7fff9-c20e-4b1c-9fd5-bafc7c102371","width":1760,"height":1218,"filename":"tiimo-app-translation-01-full.png","type":"image/png","caption":"The “Right now” tab has a visual timer and a task checklist. With Swedish being lengthier than English in general, I ensured that translated strings were short enough to fit in the user interface.","border":false}]}
```

### **The task**

English to Swedish translation of:

* App interface

* Library of activities and routines

* App Store text

### **The app**

The app has a clean look with 3 navigation tabs at the bottom:

* Right now: a visual timer of what you are currently doing.

* My day: a visual to-do list and calendar where you can add activities, routines and notes.

* Me: profile and settings

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FQYHZKKkKcL3vGKa13K6I%2Fe93ef423-5c16-4d7e-92b8-5f221aa8d86c.png?alt=media&token=346a211c-5fb2-4d4a-b544-c3d19d1874f0","id":"e93ef423-5c16-4d7e-92b8-5f221aa8d86c","width":1760,"height":1218,"filename":"tiimo-app-translation-03-full.png","type":"image/png","caption":"The planner app has a long list of activity suggestions. Most of the strings were long enough to set the context for translation, but some had to be adjusted post-translation.","border":false}]}
```

### **Translating the UI**

I focused on creating a Swedish version with straightforward language to make navigating and planning quick, easy and natural. I made sure to maintain consistency and clarity throughout. To make sure buttons and other shorter texts didn’t overflow, I tried to match the number of characters in translated words with the English reference as much as possible.

### **Review**

I used TestFlight to review the app and corrected some shorter strings where the context had previously been unclear.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FQYHZKKkKcL3vGKa13K6I%2F6f52795a-348c-4179-bef0-084cda3af0be.png?alt=media&token=2810c2be-a71f-4493-b29d-239fd156d8b1","id":"6f52795a-348c-4179-bef0-084cda3af0be","width":1200,"height":800,"filename":"tiimo-app-translation-04-thumbnail.png","type":"image/png","caption":"The “My Day” tab in this planner app shows today’s upcoming tasks and events. The many one-word strings in this section were set in context by notes in the localization software.","border":false}]}
```

### **Testimonial**

> “We‘ve had the pleasure of using Märta for translating our app, Tiimo, into Swedish. Märta was able to quickly provide translated strings for very product-specific features and understand the overall domain in which the app fits.\
> \
> Through a few test iterations that Märta made us aware of where necessary, the job was done before our short deadline, making it an absolute breeze to work with Märta and Noorgren.\
> \
> We‘ve received quality work from Märta, and we're happy to recommend her to others in need of translation work in the app space.”

— Andreas Villumsen, Product Owner at Tiimo

### **Do you have an app in need of translation?**

I’d love to help you with Swedish and/or Danish app translation.

[Book free consultation](https://calendly.com/uxtranslator/30min?month=2022-09)

Translating the Tiimo App into Swedish

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FUPdQ0k9hJwXPFaoi4ckj%2F6107e447-12cf-499e-80a6-03d9b783ca15.png?alt=media&token=4353807c-c14b-4b2b-85b0-49b83dc8c6f7","id":"6107e447-12cf-499e-80a6-03d9b783ca15","width":1024,"height":768,"filename":"noorgren-translation-swedish-danish.png","type":"image/png","caption":"Noorgren is a provider of Swedish and Danish localization for apps and websites.","border":false}]}
```

In 2022 I started my own company Noorgren to help startups with user-friendly translation for apps and websites.

### **Starting my own company to help startups expand**

In 2022 I started my own company Noorgren to help startups with user-friendly translation into Swedish and Danish.

Research shows that customers prefer products, services and information in their native language. Companies follow suit, translating their services, websites and apps into multiple languages.

Scandinavia is one of the most digitally advanced regions in the world, making it good sense to translate into these languages.

With one foot in each country, I help startups on both sides of the border expand into the neighbouring country.

### **The link between communication and translation**

Having worked in customer service, I know communication is one of the hardest things to do. Customers can misunderstand your meaning no matter how much you’ve tried to explain the workings of your service or product.

As someone who loves to try new apps and online services, I have seen countless examples of unnecessarily complicated user interfaces and copywriting – both in the English copy and the Swedish and Danish translations.

Ideally, the UI should provide a natural and smooth experience. But even if the English copy is perfect, the experience can get lost in translation. It all depends on how the translation is done and by whom.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbhoJYryrjsNVD6ZTdlxkZ8yckNa2%2FUPdQ0k9hJwXPFaoi4ckj%2F550d9a11-dbea-4c98-ad91-a64ce2ebf148.jpg?alt=media&token=340f3fac-1ddb-45bb-aff8-49fc743416ca","id":"550d9a11-dbea-4c98-ad91-a64ce2ebf148","width":1280,"height":763,"filename":"noorgren-helping-startups-creating-better-world.jpg","type":"image/jpeg","caption":"Tourism and sustainability apps and services are two of the categories that I translate.","border":false}]}
```

### **Helping startups create a better world**

My aim when starting Noorgren was and is to help startups and companies reach their full potential. There are so many great apps and websites out there that can improve everyday life. My focus is to ensure high-quality translations for services within:

* Tourism: We live in a global and diverse community. Travelling gives us the opportunity to experience new places and cultures and understand each other better.

* Classical music: Music makes the world a better place and needs to receive all the attention it can get. It’s also a life-long personal passion.

* Sustainability: The increasing focus on circular economy and the green transition results in many ground-breaking ideas for a better environment.

* Life science: Green chemistry, microbiology and biotechnical science will bring new solutions to today’s problems and make way for a better future within sustainability, health and other areas.

* Health and fitness: There are countless possibilities to get better for people who struggle with physical and mental health.

Do you need a user-friendly translation in any of the categories above? You’re in the right place! Get started by [booking a free consultation](https://calendly.com/uxtranslator/30min) – or [send an email](http://mailto:hello@noorgren.com).

The Story of Noorgren

UX Translator & Writer

Musicology (40 ECTS).
Business Administration (43 ECTS).

Wrote 15 technical reports on different analysis projects. (DK)

Vocal Studies. 5 years of classes in communication, interpretation, and languages.

I translated The London Pass website from English into Danish. Go City offers sightseeing passes at a discount.

Website Translation

I translated the Tiimo app from English into Swedish. Featured in Apple's App Store.

App Translation

Inspectly offers services within the building business. I translated their website from Danish into Swedish.

* Danish translation of 3 websites, including 180+ tourist attraction articles.
* Translated their app into Danish and Swedish.
* 40+ newsletters.
* Currently translating 2 websites and 90 tourist attraction articles into Swedish.

Translator (Swedish & Danish)

- Daily translations/reviews of app and website strings.
- Weekly marketing translations.

Localizer & Copywriter (Danish)

Helping teams build bridges across Öresund. User-friendly Swedish and Danish translations.

Founder

Subtitler (Swedish)

- Translated terms, privacy policy, and 1000 web texts DK to SE.
- Rewrote 500 imported book descriptions for added SEO value.
- Wrote monthly blog posts.
- Daily customer support in Swedish and Danish.

Translator, Customer Supporter

Areas of expertise:
- Websites, apps, marketing, newsletters
- Kitchen/dining: recipes, kitchen tools, baking tools, porcelain
- Interior/living: linen, bathroom, cleaning, toys
- Clothing: shoes, work wear
- Technical: user manuals, SEO, health care equipment, safety, chemical documentation

Other services: Transcription, MTPE, proofreading, product database management, subtitling

Clients:
- Various agencies, 2019– 
- SSKButiken, 2017–19 
- F&H of Scandinavia, 2016–20 
- Tildas Group A/S, 2015–20

Märta Nilsson

Contact

Projects

Work Experience

Education

Teams