SCADpro x Google

SCAD collaboration with Google to research and develop digital advertising concepts.

Role
UX lead

Year
2019-2020

Client
Google Ads

Duration
10 weeks

Project Brief

Over the course of 10 weeks, a group of 20 multidisciplinary students collaborated with 3 Google representatives and 2 hosting professors to “imagine the future of online advertising”. We also were lucky enough to have multiple visits from other representatives who provided workshops on topics such as research methods, storytelling, accessibility, and prototyping.

Research

We crafted an interview guide that was closely tied to the purpose of our research, and it ensured that we were asking based on our research questions and with our project goals in mind. We split into three teams; users, businesses, and future trends. We conducted affinity mapping sessions and created a rainbow spreadsheet to find trends. We conducted 35 interviews, collected 503 survey responses, and 370 data points total.

“How might Google become a valuable asset for users and businesses in the future of online ads and brand experiences?”

Google asked us to look at the future of advertising, but our research told us to look bigger than that. What if Google utilized values as a driving force, granting users a sense of control over their information? If Google focuses on building customer perception so data collection and privacy is less controversial, the effects will transform advertising from a one-sided conversation into a co-creation of value.

Synthesis

We focused on three principles based on overarching themes from our insights. As we were beginning to move into the creation phase, this helped us recognize the three areas needing to be embraced by Google, whether it was to improve what is already there or introduce new values. We used these three key pillars as guiding principals throughout all of our final deliverables. Trust, Connection and Depth.

  • We found building trust between users and businesses is currently a pain point for many. For users to feel understood by the brands, they should know how their data is being used.

  • Users and businesses needed help facilitating better interactions, so we focused on connection. Brands that understand the unique characteristics of their customers can connect with them more effectively.

  • Brands show they care about customers personally by providing experiences, not just products. They wish to fully understand and deepen their relationships with customers and will adapt their omnichannels and products accordingly.

After our research took us in an unexpected direction, we were unsure which design direction to head in. One late night in brainstorming I drew up this diagram on the whiteboard which give us a framework to begin from. Where we begin with phase one, and over time begin phasing out other ideas.

The user would see their name replacing the Google logo, if they are on the search page while logged in to their account. This would prompt them to click on their name, which would take them to the new profile system.

Introducing “Google You”

The would be part of phase one, surrounding the theme of Trust.

Values allow people to be connected with brands they’ll truly love. As the motto goes, “focus on the user and all else will follow”

After providing a detailed breakdown of how data is collected and used for advertising, the user can select their values to match with brands that share the same and allows for a sense of agency and autonomy to ensure relevant and useful ads.

Let’s Personalize

Topics of Interest are surface-level topics based upon purchases and searches of the user.

Topics of Interest

Also part of phase one, this goes a step further than current values into more detail further emphasizing the usefulness of which ads you receive. For example, if you’re in the market for a car, you could select that here.

From their profile, users have control over which brands they want to see advertisements from and who has access to their data.

Phase Two: Connection

Through continuous use of the system, businesses will build a rapport with users and gain trust. A “badge of transparency” would be earned and placed on the brand's website and their Google You profile. Seeing this symbol will let users know that the brand cares about transparency in data usage and has strong values that correlate with theirs. It could “unlock” incentives.

The “Google Dome” would be an interactive advertisement for Google You, to appear in cities around the world.

Phase Three: Depth

At the site, users would sign into their Google account so their personal data would be displayed inside. This provides an immersive experience to visualize what Google knows about them and have a chance to create a GoogleYou profile.

Final Thoughts

Given we only had 10 weeks, it was meant to only conceptual and not a fully perfected product. However this was such a wonderful project to be a part of where I learned so much about teamwork and collaboration, and the impact design has even as a student. A few team members including myself were invited to visit SF HQ to present our ideas (twice!).