As a leading player in the international media, the BBC has an important influence the field of the Internet. In establishing and developing the site, we are faced with the opportunity and challenge of balancing the tension between globalization and localization. How are we to manage the relationship between the international character of the BBC and the needs of local users? How can we maintain brand consistency while respecting and embracing regional and cultural diversity? And to what extent can user-centered design help us to achieve these aims?

In this paper, I will discuss the relationship between globalization and localization from various perspectives with the aid of a large number of practical examples, which also illustrate the applications of user-friendly design.