Joseph Kovalov is the Tech Localization Expert at Wix, a platform that allows users to create their own customized websites.

In the localization space for 20 years, Joseph started out as a full-time translator at a small agency in the Ukraine. From there, he moved on to create his own agency with a focus on mostly Slavic languages. After 10 years, he and his family moved to Israel where Joseph continued to work as a freelance translator. Joseph soon joined Wix full-time and now works on implementing processes to improve localization efforts. Joseph joins us to talk about machine translation, transcreation, and tech-enabled workflows.

Jump into the episode

[02:40 ] About Joseph and his localization journey.

[05:11 ] The challenges of opening your own agency.

[09:25 ] About Joseph’s role at Wix.

[12:17 ] What the current localization program at Wix looks like.

[14:08 ] What the different localization teams and their priorities look like at Wix.

[17:00 ] The importance of departmental collaboration in localization.

[18:28 ] How localization has driven the success and growth of Wix.

[20:08 ] Driving traffic to the site through people-directed copy over SEO.

[21:44 ] Measuring departmental success.

[25:20 ] Trans-creation: How it is being under-used and how it can be approved.

[29:27 ] What is trans-creation and what are the inherent complications with the process.

[33:55 ] What is currently encouraging in the trans-creation space and what is lacking.

[39:30 ] The future of localization tools.

[43:56 ] Demystifying machine translation.

[49:36 ] Countering the fear of machine translation.

Resources and links:

• Wix Website
• Connect with Joseph on LinkedIn
• Smartling Website