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Hristina Racheva
Head of Localisation
Localisation

Localisation Strategies for Global Success

Lasts approximately 1.5 hours

The future is global, are you ready for it? The success of your product depends on how much it responds to the needs of your international users. This workshop will take you on a journey across different cultures and languages and help you see the world through your international users’ eyes so that the next product or feature you build will feel relevant to them.


Summary

Building a successful product is hard but building a successful product for international users is even harder: it requires tailoring the entire digital experience to suit local users.

Today’s customers expect the entire experience to feel authentic, relevant and comfortable. But how could it feel so if most global products are built for English speaking markets and with English speaking users in mind? Selling products and services internationally is much more than just getting your website or app translated. A French flag does not make your website or product feel French.

This workshop will take you on a journey across different cultures and languages and help you see the world through your international users’ eyes so that the next product or feature you build will feel relevant to them.


Who it's for

Anyone who is involved in the design or creation of a product –– designers, writers, product managers and developers. If you care about your international users, then this workshop is for you.


Key takeaways

By the end of the session, you will:

  • Understand what localisation is and why it’s important to do it right (Spoiler alert: Localisation can make or break your product) 

  • Gain actionable insights on how to write content for global audiences and build products with international users in mind

  • Learn practical techniques to incorporate localisation in your product development process and collaborate with various stakeholders


About the instructor

Hristina Racheva
Head of Localisation at Skyscanner

As a Head of Localisation at Skyscanner, Hristina’s main focus is building a strong localisation team and robust processes. Today, a team of over 15 localisation managers and engineers is building tailor-made solutions to enable Skyscanner’s teams build products and create experiences in over 35 languages.

Call her crazy but she thinks that localisation is a fascinating discipline and crucial for any business, being at the intersection of languages, technology, product, design and UX. And she is on a mission to get everyone else excited about it. After all, how can a business or a product be successful and truly global if it doesn’t respond to the needs of all its users no matter where in the world they are from or what language they speak.

Hristina is a strong believer in the power of building communities so when not solving problems for global travellers, she leads Locommunity, an online mentoring community for localisation professionals and co-hosts a Localisation Meetup in Barcelona. A global citizen at heart, she speaks 5 languages and has lived in 10 different countries, so far.

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