The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.
A lesson by Yani Golocovsky.
About Tinder
At the heart of the bustling world of modern dating, Tinder shines as a beacon of possibilities. Tinder emerged in 2012 as a cultural phenomenon, capturing the essence of connection and exploration. Through a seamless blend of features and user-friendly design, the platform empowers individuals to navigate the realm of building connections, embracing the excitement of swipes, and the thrill of potential matches.
As one of their catchphrases goes: “With 55 billion matches to date, Tinder® is the world's most popular dating app, making it the place to meet new people.” The localization team at Tinder cements this global mindset based on the notion that connection can be built in many different ways and that the community behind the app is essential.
Led by Kenny Bonilla, the localization team aims to break down barriers between people, building and nurturing connections and communicating with people no matter where in the world they are located. Nimdzi spoke to her to gain further insight into Tinder’s localization program.
TL;DR
The level of enthusiasm surrounding the product is truly remarkable, with a diverse array of professionals bringing various backgrounds to the table.
The localization team has two localization project managers, one based in the US and another in Korea covering APAC time zones. They also work with one vendor that provides 13 language managers (LMs) who oversee Tinder’s priority markets in specific regions.
Language managers play a pivotal role on the vendor side, serving as the connective tissue between Tinder’s HQ teams and the in-country teams.
In the quality assurance process, the LMs serve as the failsafe step, meticulously examining the material for accuracy and adherence to desired standards. If revisions or adjustments are necessary, the LMs diligently flag them, ensuring that the final output meets the required criteria.
One of the main challenges for the loc team is to decrease time spent hands-on in the process and increase the amount of time they are able to work on special projects, make improvements to the workflow, or partner with different teams to see how they can implement innovative ideas.
Fast facts:
Included in this Lesson in Localization
- Localization at Tinder: an overview
- Culture
- Organization
- Languages
- Project and process management
- Supply chain
- Quality control
- Technology
- Interesting initiatives
This has been a preview. The full report can be accessed online by Nimdzi Partners.
Who should we feature next?
Special thanks to Kenny Bonilla, Globalization & International Growth Senior Manager at Tinder for sharing a valuable lesson in localization.
This article was prepared by Nimdzi's LSP Operations Analyst, Yani Golocovsky. If you wish to learn more, reach out to Yani at [email protected].
