KENCKO
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Product Design and Research
As kencko expanded into new markets, we needed a way for customers to browse in their preferred language and see accurate pricing for their location. The challenge was to build a system that felt intuitive by default but gave users full control when needed. We decided early on that we wouldn't force customers into a specific site based on geolocation – a common frustration we wanted to avoid.
The key insight was separating language from country and currency. This matters for expats, travelers, and anyone browsing from a location that doesn't match their language preference. I mapped out dozens of scenarios to ensure we handled edge cases gracefully, using browser language as the primary signal and country IP as secondary.
The result was a clean, unobtrusive system that most customers never need to interact with, but that provides clear options when they do. The switcher appears contextually when there's a mismatch between location and language, and is always accessible through the site navigation.
To establish the technical requirements, I mapped out all possible scenarios for language and country detection. This logic tree helped the product team understand how browser language and country IP would interact, ensuring we handled edge cases like travelers, expats, and mismatched settings.
I explored multiple approaches for the language switcher interface, from prominent banners to modal overlays. Each option was evaluated for visual hierarchy, dismissibility, and how well it balanced being helpful without being intrusive.
When the system detects a potential mismatch – such as browsing from France while on the UK site – a lightweight notification appears, offering to switch stores. The message is helpful but never forced, respecting customer autonomy.
The final mobile design provides a simple, accessible way to change language and location from the navigation menu. The interface clearly shows the current selection and groups languages by country, making it easy to scan and switch.
