Beyond Translation: Designing products that feel native

Designing for another language is one thing. Designing something that genuinely feels native to the people using it is something else entirely.

For our September HCD UAE Meetup, we’ll explore what happens when we move beyond translation and start thinking more deeply about language, culture, identity, context, and the way people actually experience products and services.
In a place as diverse as the UAE, this feels like an especially important conversation.

📍 The Bridge Wellness Hub, Abu Dhabi
🗓 24 September
⏰ 6:30 PM

## What to Expect

We’ll start with a short joint talk from Afaf Dashty and Anisa Al Raisi, Digital Product Designer at Koos.
We’ll then open the conversation into a panel exploring a broader question:
What does it really take to design products and experiences that feel native, rather than simply translated?
We’ll explore how designers can:

• Design with culture and context in mind from the beginning
• Think beyond language when working across markets
• Balance global products with local behaviours and expectations
• Question what we mean when we say something “feels native”
• Create experiences that feel relevant, familiar, and human

## Speakers & Panel

Afaf Dashty
Digital Product Designer, Koos

Anisa Al Raisi
Digital Product Designer, Koos

Dr Elizabeth Churchill
Professor & Department Chair,
Mohamed bin Zayed University of Artificial Intelligence

Joumana Mahmoud
Head of Creative & Design, frog Middle East

Jonathan Steingiesser
HCD UAE Founder & Panel Moderator

Together, they bring perspectives spanning product design, research, technology, culture, academia, and creative leadership.

## Why Attend

• Explore what localisation means beyond translation
• Hear different perspectives on designing across cultures
• Learn from practitioners working across product, research, and creative design
• Connect with designers, researchers, product people, and innovators across the UAE
• Be part of the growing HCD UAE community

## Hosted by

Human Centred Design UAE Meetup
Organising committee: Jonathan Steingiesser, Chris Clark and Nada Hassan.

## Sponsor

A big thank you to Peter Mackintosh and Jack Kidd from aspexx. for continuing to support the HCD UAE community.

## Join Us

Whether you’re a designer, researcher, product manager, creative leader or simply curious about how we create better experiences across cultures, join us for an evening of conversation, learning and connection.