About Terese (Tess) Whitty
I’m a Swedish localization specialist and digital content consultant with a background in translation.
At the core of my work is one simple goal: helping international teams communicate with Swedish users in a way that feels natural, clear, and respectful of how people actually read, think, and interact.
Over the past 20+ years, I’ve worked with global brands and growing teams on Swedish translation, UX microcopy, localization, and SEO — often stepping in where language needed more than a literal solution.
What I’ve learned along the way is that good communication isn’t about sounding impressive. It’s about removing friction. When language works, users don’t notice it — they just move forward with confidence.
And throughout all those projects, one thing has always remained true for me: communication works best when it respects the people it’s written for.
My Path Here
My career naturally gravitated toward the intersection of language, clarity, and practical communication. Early in my work, whether in marketing or translation, I kept noticing the same pattern:
small choices in tone, phrasing, and structure could completely change how users responded.
Over the years, as I collaborated with international teams, that insight only grew stronger. I saw how Swedish users often needed more than just accurate language. They needed content that aligned with Swedish expectations — content that felt calm, trustworthy, and culturally intuitive.
That realization is what led me to broaden my expertise into areas such as:
• digital communication
• UX
• user journeys and onboarding flows
• naming
• SEO and search behavior
• tone-of-voice development
Not as separate disciplines, but as connected pieces of the same puzzle:
creating communication that works in practice, not just in theory.
How I Work Today
Today, I help companies:
• localize digital products
• refine and clarify UX
• optimize Swedish SEO
• align tone and messaging
• translate and transcreate with nuance and intention
After more than 20 years in translation and localization — both independently and alongside agencies — I’ve seen how easily language quality gets lost in fast workflows, handoffs, and scale.
I’m comfortable working with AI-assisted processes and modern localization tools, but I don’t outsource judgment. My role is to know when language choices matter, when “good enough” is enough — and when it isn’t.
I ask questions, I listen carefully, and I take the time to understand how your users think and make decisions. Clients often tell me they appreciate how grounded and steady the process feels — like things finally make sense.
My objective is always the same: to create a Swedish user experience that feels effortless, trustworthy, and natural.
Outside Work
Outside of projects, you’ll often find me teaching yoga or Swedish to other companies, traveling, running, or simply enjoying time with my family and friends.