Poor product performance in new or secondary markets is a struggle that many product managers, designers and researchers contend with. They often lack a true understanding about customers in the local market and what drives their behaviour. Every market is unique, so it’s important that product managers fully understand these customer needs and expectations. This will then aid product or service development so that they can make sure it is a good fit.
Getting this level of understanding is critical for new and iterated products and services to be a success.
Most product managers have a very clear idea of customer behaviours in their core markets, but what’s worked there may not do so in an international market. The problem is, limited understanding of new customer needs can lead to high barriers to adoption and low retention rates.
Product localisation
Product localisation is redeveloping your product or service to suit local markets. It’s knowing that one version doesn’t suit the world.
For a product manager or someone who’s invested in the process, it starts with understanding what you need to do. This comes down to getting the right local insight. Which is crucial to find out:
- What’s unique about customers in the market?
- How do their behaviours and interactions differ to those in your core market?
- What aspects of your offering need changing, adding or removing?
There will be additional factors that come to light too as you go through your research process. Top quality insight will help you make sure you’re meeting customer requirements and it will also help you unearth new opportunities.
Only once you have this level of knowledge should you begin to think about how you design your product or service. This could include complete redevelopment of the concept, or just making minor adaptations, such as changing features, the layout, or the customer journey.
During this phase of our process our global team of senior UX consultants will provide you with market insight about products, services and customer behaviour that will help you deliver market leading innovations.
These are just some of the ways UX24/7 can assist you. We work with Product Owners and Research Managers to help them reduce product development costs, deliver product-led growth and benefit from global best-practice User Experience.
But don’t take our word for it. Read what our customers have to say!
As this was our first time user-testing in China – UX24/7 demonstrated they had both experience and contacts on the ground. They delivered a project that exceeded our expectations.
International Development Director, Boden
Case studies
If you would like to know more about the work we have done, check out the following case studies.
