Product Localization
Successful products recognize that global customers are also local customers. Communicating in native languages offers unique chances to stand out and connect with audiences. Our challenge was to consider global customers when designing our product experience. We carefully created a unified brand and product vision that could adapt to over 13 countries and 10 languages.
My teams collaborated closely with regional teams to provide necessary designs, creative content, and local translations, ensuring a successful 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 issues with localization involved content rights in various areas. The U.S. and Canada had similar guidelines, but EMEA, APAC, and LATAM had distinct challenges and different customer preferences for content ranging from Sports and Live Sports to News and Kids programming. Developing a system that could be easily translated, localized, and expanded across different regions needed a special approach and mindset for success.