UI issues. A misaligned element, a typo or a not localized piece of text in a supported language. In some organizations testers have access to code and are allowed to fix issues, thus they can fix typos right away as soon as they encounter with one. But this is not the case for every company that can have many reasons. In this latter case, the tester files an issue and sets its priority. Because UI issues are usually classified as low priority issues in the global context, it can stay in the bottom of the backlog for a long time.
Here’s a roleplay for you.
Imagine that you get a localized mail from a well-known provider, promoting their goods. Reading the mail you can tell that no native speaking person had ever read the mail before being sent that out.
How would you feel? Would you be convinced to visit the site and to spend your money there?
I’d bet you had a similar question deep inside you: “if they are neglecting in an area, what else can wrong sloppy in this company? What if I had to send the product back, would I get my money?”
Did you know that Japanese users place tremendous value on having things work right from the beginning? UI issues are seen as a potential reflection of the overall product quality.
And they are so right.
I examined my emotions and behaviour when I got a localized mail last time. Well.
Although I bear pixel errors, it’s not the case with localization issues. When I get a localized mail that hasn’t been proofread I don’t click on any links in the mail.
I had bad impressions.
I’d like to encourage you to advocate the fix of UI issues. UI is important.