GOOGLE.
Challenge: Many small businesses try Google Ads, then leave pretty rapidy - because they don’t know how to make it work effectively for them. So how do we fix that?
Solution: A new education platform to improve understanding and engagement - and add value to the service.
We aimed to make every user a Google Ads expert through personal training from Google experts. And create a platform that would also foster a community where businesspeople could learn from peers. We called it Google Ads Hangouts. This multifaceted project brought together designers, UX, planners - and me, as the writer.
LIVE SESSIONS
Sessions would go out live. And could then be aggregated into a new interactive knowledge library. So users could get help fast and see better and better results. Elements included:
BRANDED LOOK & FEEL
We developed a simple set with a “mid-century modern” look that would create a standard visual signature for each AdWords Hangout. Wherever it was created. It felt classic and “hip”. Echoing the look of many of the new startups we were looking to attract.
CONTENT CREATION HUB
A new content creation website would guide Googlers to create informative, entertaining broadcasts. WIth resources covering everything from content and data to staying on brand to writing scripts to marketing Hangouts through social channels.
IDENTS
We created short idents that would precede each AdWords Hangout, to further ensure a “family identity” for all new content.
MOBILE EXPERIENCE
DESKTOP EXPERIENCE
ENGAGEMENT DRIVERS
GOOGLEY
Our approach aimed to be clean, elegant and simple. And above all, “Googley”. That’s to say simple, bright, optimistic and elegant. With clearly structured information flows. And a focus on user-benefit.