Product Localization
Successful products understand that global customers are local customers. Speaking directly to your customers through native and localized languages provide unique opportunities to establish differentiation and deeper connections with audience. Our challenge for Discovery+ was to consider customers across the globe when designing every aspect of our product experience.
No detail was left to question as we created a singular brand and product vision that would scale easily to over 13 countries and 10 languages. My teams worked closely with regional teams to provide all necessary designs, creative and localizations in their native languages to ensure a successful product marketing launch for Discovery+.
“Design with a global mindset, but think locally on how you speak with your customers - People want to know that you understand their culture and traditions.”
The main challenges with localization was related to content rights in different territories and regions. The U.S. and Canada were similar on what could be highlighted; however, EMEA, APAC and LATAM all had unique challenges and unique customers who were familiar with different types of content and product offerings from Sports and Live Sports, to News and Kids content. Creating a system that could be easily translated, localized and scaled across different regions and territories required a unique model, process and way of thinking to be successful.