Google

 

Crossing the online and offline shopping journeys

Google opened its first ever retail space in 2015 in London. They needed to know what the best ways were to support their customers in their journeys of shopping for devices online & offline.

 

As a UX lead I made sure we'd gather valuable learnings through our research and agile process and that we'd incorporate features with the highest ROI into the primary digital touchpoint of the space.

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  • Brand shop

     

    The physical Google shop needed a digital companion site that could provide relevant information and support to people looking to buy a new device. The key focus of the team was to find a solution to communicate the complicated landscape of Google's product and service offerings in a way that was relevant to the customer's stage in their shopping journey. The result was a collaboration with PC World and Curry's in the form of a Google branded section on their site.

     

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  • Ecosystem

     

    The biggest challenge of Google's retail offering was to resolve the perception people held on the company as a digital only brand. To be able to come up with the right way of telling the story of Google being not just a software but also a hardware brand we conducted user workshops and ran agile testing to learn about people's mental models of products and services in the wider consumer electronics market.

     

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Through customer workshops we explored the relationship between people's online and real-world activities before, during and after completing their most recent device purchase and uncovered where the key touchpoints fell short in supporting them along their journey.

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  • Pleasure and pain

     

    The customer journey map helped the team understand which areas  to focus on when creating and prioritising the backlog for the brand shop and also served as the basis for our recommendations on improvements to the current experience.

     

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  • Impact

     

    In our report we highlighted those touchpoints that could have the most significant impact in connecting the physical and the online store with customers. We recommended building experiences at the intersections of these touchpoints for the biggest ROI.

     

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Omni-channel journey

 

We presented our recommendations as a story that described how our primary persona would benefit from a series of customer service and marketing efforts at each stage of their journey

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  • Research & Try

     

    One key area of focus was to help people learn about the available products when making the decision on which device was best for them. In-store reviews for increased credibility and peer support to encourage shared learning using Google's own services formed the basis for some of the proposed features.

     

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  • Setup

     

    Another important customer activity to target was setting up a newly bought device. To help the customer feel empowered during mastering their new technology in-store events and content pulled from the existing community were introduced in the concepts.

     

  • Store-in-store

     

    The project was run according to agile methodology so the research could provide quick and actionable learnings which fed back into the first release of the brand shop appearing across Dixon's sites.

     

     

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Role: UX Lead

Agency: Hive