You cannot have a user-centric strategy until your digital product is adapted to the different markets in which it operates. Language and culture shape the way we view life, form our relationships, and, obviously, influence how we interact with a product. When a company is developing a global product, it’s essential to pause and consider how to extend the user experience globally. In this talk, we will present how to localize the user experience, what processes to consider, and the aspects that must be taken into account, such as cultural elements, adapting the UI to work optimally in different markets, or content adaptation to name a few.

Today, we find a significant emphasis worldwide on companies creating products and tailoring communication to enhance the experience for target audiences. If you think about what we just described, that’s Localization. And that’s why we believe that Localization IS user experience. In this presentation, we will provide you with some ideas on how we approach this challenge at King, with a particular focus on the Spanish market.