Impact
• Contributed to buy-flow optimizations to improve engagement
• Supported Google Store business, helped define customer experience requirements
• Drove global stakeholder localization alignment across 18 markets
• Enhanced content design framework to ensure consistency and efficiency
• Supported Google Store business, helped define customer experience requirements
• Drove global stakeholder localization alignment across 18 markets
• Enhanced content design framework to ensure consistency and efficiency
Roles
• Creative Direction: Google DSPA
• Style Guide: Google Material 3
• UX Lead: Google DSPA
• Content Design: Brian Thompson
• Style Guide: Google Material 3
• UX Lead: Google DSPA
• Content Design: Brian Thompson
UX buy-flow enhancement
Accessibility
I integrated Google’s AAA accessibility standards, which exceed A11Y, throughout the buy-flow. The result was a more inclusive shopping experience for everyone visiting the Google Store.
Data-driven insights
Collecting and analyzing buy-flow data and user behavior around carrier selection, I helped evolve how options are presented, communicated, and experienced. An often complex topic is now simplified and revamped based on what we learned from people.
Streamlining
We optimized the UX buy-flow to increase conversion rates and average order value by simplifying the buying process into a single page, progressive configuration with clear, concise language—including inviting people to trade in their old phones.
Upselling
As we enhanced buy-flow, we incorporated upselling opportunities, presenting customers with premium options they may have yet to consider. The intent is to increase the average order value by providing these suggestions naturally and non-intrusively.
Cross-selling
Our single-page configuration also allows integration opportunities for cross-selling complementary products during the buy-flow. I worked with local and international xFN partners to define and incorporate the product offer pairings.
Customer retention
Creating a more satisfying and rewarding shopping experience helps retain customers over time. So hey, enjoy a limited edition Case-Mate on us.
Clarity is key
In addition to streamlining configuration messaging, I looked for opportunities to simplify all the pertinent details in a bite-sized invitation for people to add the device to the cart and see the arrival date.
Detailed documentation
And consistent Localization
As with every aspect of the buy-flow, I helped define and evolve a framework for documentation and consistency for U.S. launches—especially the legal bits. I also leveraged this framework to ensure consistent localization across 18 markets worldwide.
Simultaneous Launches
I helped drive three new product launches: Pixel 7a, Pixel Fold, and Pixel Tablet, all significant announcements at Google I/O.
xFN Collaboration
Once people have configured their ideal Pixel, I continued collaboration with local and international xFN partners to provide complementary product accessories to enhance their purchases further.
Cart and Checkout
The last step of the buy-flow was making sure people’s selections were clearly and intuitively communicated to help them complete the transaction. I worked with PMs, Eng, and Ops to document information and hand off assets on time.
Takeaway
I collaborated closely with UX Design, Research, Product Management, Engineering, Legal, and Marketing to define requirements, create content, evolve as needed, and review deliverables for a smooth hand-off.
