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From local voice to global choice: Challenges of designing content across borders
UX writing

What happens when a Content Designer from a small town near Buenos Aires, who used to design content in one language for one audience, suddenly finds herself creating English copies, keeping in mind they will be localized into many languages?

In this talk, Nachu will share her journey from being the first UX Writer at Movistar Argentina — one of the country's largest telecommunications companies — to working at Docplanner, an international digital healthcare company present in over 13 markets across Europe and Latin America.

At Movistar, she focused on shaping a consistent voice in Rioplatense Spanish. Now, she designs content in English that is localized into 12+ languages.

She will explore the challenges, trade-offs, and lessons from moving between these two worlds — from local voice ownership to localization-ready writing, and from speed and comfort to process maturity and adventure!

Nachu Herrera
Nachu is a Content Designer with nearly five years of experience. Currently working at Docplanner, she was previously the first UX Writer at Movistar Argentina, one of the biggest telecom companies in the country, where she helped shape a more consistent voice across the mobile app. Born in a small town on the outskirts of Buenos Aires, she traded the comfort of familiar streets and a single language for the vibrant noise of Barcelona, where life and work flow in many accents. Today, she collaborates with teammates from over seven countries, building bridges through content in a company that never speaks just one way.