Product experience

In the past, a "product" was simply a physical object. Today, product experience encompasses the entire journey, including unboxing, setup apps, digital interfaces, and support. Content and language are critical components; if a user struggles with translation or documentation, the experience fails regardless of hardware quality.

For global brands, delivering a consistent product experience is a massive challenge. What feels intuitive in one culture may be confusing in another. Colors, icons, payment methods and even the tone of error messages must be adapted to fit local expectations. A superior product experience creates an emotional bond; it makes the user feel smart, capable and understood. Achieving this requires a holistic approach where product design, localization, engineering and customer support work in perfect sync to remove friction and delight the user at every touchpoint.

At RWS, we believe that a great product experience knows no borders. We help organizations ensure that their products look, feel and function perfectly in every market they enter. This goes far beyond translation; it involves rigorous localization testing and cultural adaptation.

Our approach combines human expertise with intelligent technology. We use functional testing and linguistic testing to verify that software interfaces are bug-free and linguistically accurate. We adapt multimedia assets – from AI voiceover to video tutorials – so they resonate with local audiences. And through Trados and Language Weaver, we streamline the continuous localization of product updates, ensuring that global users receive new features at the same time as their English-speaking counterparts. By treating language and culture as core features of the product, RWS helps brands deliver experiences that feel native, intuitive and premium, everywhere.