Store.google.com

The ask

Elevate the Google connected home by creating a personalized “My Google” experience. Shorten the funnel and engage users to customize and make direct or exploratory purchases. Redesign the website for all Google hardware and products. We tackled desktop and mobile. 

The final product

The sales funnel

Our first order of business was to better the flow and the purchasing path. Our home page accounted for two types of browsers, direct path purchases and exploratory product browsing.

Direct path to purchase

Secondly, we new we had to elevate the products from behind a navigation schema and expose the lineup that may not have been evident first and foremost to the visitor. Our product lineup allowed for direct access to the product and ability to confirm and checkout, as long as they are logged into google. We exploited the google login by allowing a more connected experience, supporting habitual behaviors.

Reducing steps

The current state of the checkout flow is long and arduous, we focused heavily on improving the flow of buying a product. We found out through research that the two paths were direct path to purchase, and browsers. We went from 6 steps to 3.

The wireframes

The UX process was documented in low to mid fi wires. The idea was a shorter path to purchase, and it was identified as a missed opportunity knowing that most users are already logged into their google account, which is already connected to google pay. This allows for a frictionless purchase funnel.

The why’s behind our designs

Our decisions were all based on research, data collection and our strategy hinged on this data. We wanted to reach the intersection of browsing behaviors, preferences, and moments of delight and interaction.

A personalized experience

My Google was essential, we know more about our users than any other company. We would take browsing behavior, preferences and any settings employed, and invite users to interact with the site to fully understand and develop a hub for Google users.

Closing the gap

Closing the gap between google’s search home page and the store.google.com was paramount, we organized the homepage to mimic the paradigm of searching but elevating the products to initiate that search and exploration.

Understanding the user journey

Understanding the audience and the audience behaviors was key, we understood through the data collection and insights from analyzing user behavior that there are four types and 2 paths. We based all fo our flows and prototypes on these scenarios, constantly circling back to ensure we are addressing their needs.

The mobile mockups

Our designs were all based on a stringent and concrete foundation of principles, best practices and understanding of user needs. We never dive into anything without even the lightest guerilla testing around the office, and this was no exception.

Our UX strategy

Mobile items to tackle were the navigation, the layout of complex interactions such as the technical specifications widget and our direct and guided path scenarios while always focusing the user on the purchasing goals and opportunities for promotion and education. The checkout process was also critical feature to address a seamless flow.

The PDP / product detail page

The PDP or product detail page is one of the most important screens to design for. We applied our requirements, user needs and business driving forces such as conversion by creating a stand out CTA, simplified but prominent and supportive nav and abilities to cross pollinate the google products with accessories at your fingertips.

Creating a system

This is all made possible by a consistent framework and set of design patterns. Each product required a different set of information, some were more reliant on tech specs, others on switching or setting up your device. We pushed for a unified navigation that would stand up to best practices and a framework that was flexible and self managing.

Opportunities & recommendations

We assessed what was currently happening and provided a list of recommendations, the keys to good ecommerce is to answer to the user needs. In this case, the users wanted 1. to understand what products options they had, 2. be clearly directed with a guided path, 3. experience the product through imagery and photography, 4. learn about the products and capabilities, and finally 5. interact with it in a tangible way

Navigation consistencies & standards

The teams were all divided, each product has a different set of owners, part of our role was to recommend and educate them on utilizing a system that would allow them to include their unique differences, while not appearing to be too common or cookie cutter. Our biggest challenge was elevating the “add to cart” CTA.

Interactions are key in relaying valuable feedback to your users, our design team created interactions throughout the concepting phase to solidify the importance to these details.

Promotional content

Our designs were all designed to include and account for key promotional content for holiday campaigns and back to school. Our experience in launching hero products allowed us to emphasize the importance of improving overall user experience along side a robust promotional platform and a means of launching campaigns seamlessly.

The sitemap & architecture

This simple sitemap tells you how important our focus was on shortening the buy flow and the purchase path. We also focused on an “all roads lead to rome” mentality. No matter where you are provide easy access to the purchasing channels. Ensure the support of the user journey accounting for pain points, moments of happiness and establish a long last relationship with the user.

The way we work

This is a great example of collaboration at its core, the rooms were messy, we crammed into the shared space and took it as our war room to tackle this project. I couldn’t be more privileged to work with such an amazingly talented and smart team, and client.

The UX & competitive audit

Our competitive audit was really the kick off to getting immersed into the world of pdps, checkout flows, interactions that make a difference and user journey support from research, to buy, to setup and around again.

Training on google hardware is a large part of what we did to support the many aspects of the google suite of products. Training for google products. One of our most important tasks was to arm third party sellers with enough information and educate the sales teams to be knowledgeable in all things google products.

The pitch