Product Localization Playbook: Lessons from Uber and Tide
Product localization playbook from Uber and Tide: how to adapt a product for new markets, when to go market-first and how to align global and local teams. Taking your product international? Vinay Ramani, CPO at Tide and former product leader at Uber, Meta and Google, shares war stories and localization playbooks from Uber China, Uber India and Tide at ProductCon London. What you will learn: - Which layers of a product you must localize: payments, communication, onboarding and more - Why Uber built a dedicated China growth team with its own principles - How Uber India tested cash payments in a small, safe experiment - Why sign-up with only a phone number unlocked growth - How Tide uses local teams and local product managers in new markets - Market-first vs. global-first innovation and why internal alignment matters Chapters: 00:00 Introduction and speaker background 02:00 Uber's two magic moments 03:00 Layers of the product to localize 05:00 Uber China: principles for a dedicated team 08:00 Localizing for China: payments, chat, pickup notes 10:00 The Didi deal 11:00 Uber India: the cash payment problem 13:00 Limit the blast radius: running the experiment 15:00 Sign-up with only a phone number 17:00 Tide: the operating system for small businesses 18:00 Local teams and local product managers 20:00 Market-first vs. global-first innovation 22:00 Internal alignment 23:00 Key takeaways Source and licence: Original title: CPO at Tide | Product Localization Playbooks for International Expansion Creator: Product School Original video: https://www.youtube.com/watch?v=39-AkpZ4Mb8 Licence: Creative Commons Attribution (CC BY) https://creativecommons.org/licenses/by/3.0/ Changes by alugha: title and description adapted, transcript translated into German, French, Spanish and Polish. Video and audio unchanged. Make your videos multilingual, GDPR-compliant and hosted in the EU: https://alugha.com/cms/full-service/ Follow alugha: LinkedIn: https://www.linkedin.com/company/alugha-gmbh Instagram: https://instagram.com/alugha_com Facebook: https://www.facebook.com/alughaofficial Mastodon: https://rheinneckar.social/@alugha Bluesky: https://bsky.app/profile/alugha.com
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