Google for Small Business, Holiday Site 2021
PROJECT:
Landing Page Experience Design, G Team at R/GA, California
ROLE:
Senior User Experience Designer working with larger creative team of Copywriter and Visual Design. Responsible for presenting XD concepts to client and handing off wireframes to visual team before going to development.
BREIF:
Google for Small Business is a resource to help small businesses succeeded online. The site educates small businesses on best practices, and helps them find Google tools and services that will positively impact their business goals.
The Google for Small Business Holiday 2021 microsite was a unique opportunity help businesses get online after the turmoil of COVID. The goal for the microsite design was to focus the site messaging to help SMB’s understand the steps required to get online, and be seen for the upcoming holiday season. Key deliverables for the site:
Highlight the steps required to get SMB’s online for the holiday 2021 season
Use analytic data from the previous years design to improve site performance
Make it fun and festive
DESIGN:
Our holiday site has two primary users:
Small businesses who need support to get their businesses online
Small businesses who need tools for their brick and motor businesses
One of the challenges we faced with the redesign is that in the past years the holiday site had low scroll rates. We have the challenge of needing to surface relevant resources for two different users, but needing to keep the page lean and easy to navigate.
APPROACH:
Because this was a Holiday Microsite the design for this project had a very short turn around. I used the analytics from the previous years design to inform my design approaches and to update XD to match the client brief. I created a two approaches that used the holiday theme as a way to promote Google Products for Small Businesses.
Concept 1 Santa’s List- ”making and checking it twice”
This concept broke up the page content into steps we wanted users to take. Above the fold there would be a summarized checklist that helped users understand what they could accomplish on the page, and navigate them to the correct page content. The content below was bucketed into 4 step that users needed to do get online and be successful for the holiday.
Concept 2 “The most successful time of the year”
Many of the tools and products for small businesses have pre requisites, and page structure built a strong narrative to adoption for small businesses. This concept broke the page page into two main categories:
- This is what you need to get started
- This is what you need to succeed
IMPACT
I worked closely with the leadership to quickly design and iterate wireframe concepts for client presentations. We met with the client 2 times to review wireframe before I handed off the designs to the visual team. I consulted with the visual team on XD updates before they handed off the designs to the development team.
Redesign was successful and drove meaningful conversions on the site.
Elements from the winning design are being adopted on other parts of the Google for Small Business Site.