Adelina Cristovão

Localization Manager / UX localization

As a localization manager specialized in scale-up environments, Adelina Cristovão focuses on developing a framework to centralize, systematize, templatize, and reutilize differentiation for the multi-channel user journey and product usability and performance. This will help international product development by making the necessary adaptation easily executable by product, UX, marketing, legal, and brand teams. She has learned how to do this as a one-woman team. Born and raised as a bilingual and bicultural individual between Portugal and Germany, she knows how cultural differences can impact the experience or understanding of something. The same is true for a digital experience. If the experience isn’t properly adapted to meet user expectations or needs, their onboarding flow or decision-making process will be disrupted. Including regional details is therefore key to enabling continuous in-country adoption and driving business further. The “why” is clear. What she does is figure out the “how” for each particular environment.