Even the small change of adjusting currency within the app from U.S.
The team gained a better understanding of Japan’s unique culture, its users’ needs, and local usage behaviors, and then used those insights to create a fully localized version of the app. The company quickly sent a team to Tokyo to interview Japanese users. And we found that they were using it in interesting ways," says Joshua Zerkel, Director of Community and Training at Evernote. We found out that in Japan, people were using Evernote without us actually doing any marketing towards them. "In the beginning, when we didn’t have a lot of resources for market research, we just listened to people. Very early on, Evernote noticed a spike in its user base in Japan. now account for approximately 75% of Evernote’s user base, and global expansion has become one of the company’s most important growth channels. From its earliest days, Evernote was built to be a global product that could support localized content.
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