Google

Google

2016

I reduced the complexity of Google Adwords for SMEs in Europe.

The step that I took:
1. User research
2. Conceptualisation
3. Usability testing
4. Low-fi design
5. Hi-fi design


1. User research

The goal is to design a tool that simplifies, educate and persuades Google AdWords to SMB’s in the Netherlands and Belgium & promote the product via partners of Google.

The target audience were SMBs in both the Netherlands and Belgium. To understand their needs, pains, and gains, we executed interview with both business owners and industry experts, we made surveys, and used data analytics.


2. Conceptualisation

I created sketches, a mood board, personas, user journeys, sitemaps, flowcharts to efficiently map the users’ needs within the scope of the project.


3. Usability testing

We tested multiple lo-fi and hi-fi prototypes with the target group using e.g. Invision, Balsamiq, paper prototyping and Google cardboard.

4. Low-fi design

After several concepts, the a proof of concept chosen was a mobile game. We decided on mobile because our target audience had a preference for this device over computer. The game is personalised through a set of question and gamified to keep the user engaged. We designed it in a way that it would not take a user not more than 5 minutes to understand how AdWords could help them.

5. Hi-fi design

After 3 months, we delivered a proof of concept, a user-friendly, high-fidelity prototype which was tested and iterated over again.

He was very happy with the results, and continued to develop the game.

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