One of Google’s guiding principles when designing our products is “Focus on the user and everything else will follow” and, yet, when it came to localizating them for a global audience, we relied on rigid frameworks that incentivized faithfulness to the source wording above all, rather than making sense in the context of the user’s journey. This session will cover that mindset shift to a pragmatic approach to UI localization, including best practices to ensure a good target user experience with apps and products.