In-store demo experience

Google Retail

Smart home design

Role

Design

Art Direction

Research

Strategy

UX

Year

2019 – 2020

Visit

01

What is important to you?

Diving deep into retail marketing strategy

After a face-to-face workshop with the Google team, we aligned with business and consumer goals, needs, and aspirations. We understood from a Google brand standpoint, they wanted us to explore concepts behind helpfulness to determine what is truly beneficial and useful for consumers. This drove us in the direction of crafting solutions for measuring human value and efficiency.

02

A day in the life

Script outline for design explorations

Ecosystem storytelling "a day in the life" helped us demonstrate how Google connected devices were interwoven together in the real lives of consumers to streamline their benefits and needs. 

03

Structure and flow

Mapping the experience

What exactly is helpfulness? And what is beneficial for our consumers? Referencing Google's consumer insights, we mapped a user journey flow based on how people see brands and look for an approach on finding their needs through product-centric design. This included research on self-identification and segmentation selection, with a "make every click moment meaningful" philosophy kept in mind.

04

Ideation and play

Bringing creative concepts to reality

Our UX team worked and brainstormed alongside the Creative Director to explore ideas and concepts that spark both color and playful marketing, infused with educational tech and innovation solutions. As an experience and interaction designer, I brought forth concepts with creative direction in mind: 1) Human needs and 2) Content chapters and 3) Lifestyle solutions.

Concept 01

Human needs

Our Hypothesis: Customers will learn how to optimize the current Google Home ecosystem.  More likely to engage and retain product combinations if relevant to needs.

This approach is user need focused. Solutions are categorized in three buckets, but users can also specify their needs to “filter” the solutions. Just like the normal buckets, each solution filter will showcase a curated list of relevant solutions when tapped. User can read a short description about each product. We want to learn if users are willing to tell us what's important to them.

Concept 02

Content chapters

Our Hypothesis: Users move through more solution combinations when short form video feature is used.

This approach is video focused. It is basically a variant of the “Human Needs” concept without the filtering and with more video content. Also we keep all information simple and solution focused, so there’s no additional level of product detailed information available in this approach. We want to learn how solutions in one view drives users to discover more products.

Concept 03

Lifestyle solutions

Our Hypothesis: Customers relate better to solutions when visually connected with relevant lifestyle moments or needs.

This approach is lifestyle focused. This concept should create an emotional feel connection around the products. In this concept the solutions are not categorized, they will be shown in the same curated order to all users. User can read a medium long description of each product. And check the full specs if wanted. We want to learn if users are more likely to buy new and additional Home products when seen against lifestyle images.

05

Visual screen design iterations

Digital products in the physical space

We wanted to emphasize Google connected products as the solution for consumers through cross-product storytelling. Educating consumers with compelling stories became our focus for digital marketing campaigns.

06

Final thoughts

Creative problem solving for R&D

This documentation is the result of robust effort and expertise with a talented team of engineers, product managers, and designers. It was a genuine pleasure to see my concepts come to life together with my team for Google as our client. We were solving a variety of creative problems along the journey and I'm very blessed for the opportunity to collaborate with incredibly passionate people.

Team credits

Jocelyn Kim, Producer

Ben Cooper, User Experience Director

Monica Thy Nguyen, User Experience Designer

Alex Danklof, Creative Director

Tim Ruiters, Senior User Experience Designer

Jimmy Schmidt, Visual Designer

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Designing for the future with pure truth, curiosity, and intention.