Google One
Crafting a product vision and launching Google’s first subscription service.
Project
Google wanted to create a subscription service that provided services and features that appealed to its massive loyal user base. My team established a near-team and long-term vision for Google One by analyzing extensive qualitative and quantitative testing. I also worked on bringing the service to market, working on the content strategy and website launch for the product.
My role
Managed a team of UX researchers and strategists
Research design for qualitative and quantitative testing
Generated insights for the product business strategy
Design strategy for the marketing website and checkout process
Key Insight
“Start with Storage”
We tested with users a wide variety of potential offerings for the subscription service, and over and over we heard that additional storage and service was their top priority.
Qualitative and Quantitative Research
Rapid testing with a user panel
For ongoing research throughout the project we partnered with dscout to create a panel that we could leverage at different phases of the project. We tested product offerings, price structures, product names, checkout flows, and web design. This approach allowed us to get feedback and iterate quickly throughout each phase of the project.
Brand Strategy
Be human. Be clear.
The Google brand focuses on being human, helpful, and clear. It was important to build off those tenets for this new product, particularly when it came to clearly communicating the features and benefits of the new service. We focused on featuring relatable, real-world examples of how people use their Google One products.
Product Strategy
Defining launch and looking to the future
We leveraged our analysis from research and Google’s business goals to rapidly iterate on what Google One could offer at launch and how it could evolve over time. We settled on “storage + service” for launch with additional bonus features added over time, such as special Google Photos editing features, Google Store perks, and more.
Website
Launching the service
The website was where all of our thinking came together for the first time. The product and brand strategy guided the approach to the website, creating an engaging experience that showed the promise of the subscription service by telling the stories of real Google users. It was also important to make it clear how to understand and manage the Google One subscription within the wider ecosystem of the Google Account.