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Google’s Goals, User Experience Challenges

Google’s Goals, User Experience Challenges. Maria Stone 10/08/07 based on earlier talks by Jen Fitzpatrick, Jenny Gove, Deepak Menon and Michael Margolis. Google’s Mission. Organize the world's information and make it universally accessible and useful . Innovate. Remember portals?.

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Google’s Goals, User Experience Challenges

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  1. Google’s Goals, User Experience Challenges Maria Stone 10/08/07 based on earlier talks by Jen Fitzpatrick, Jenny Gove, Deepak Menon and Michael Margolis

  2. Google’s Mission • Organize the world's information and make it universallyaccessible and useful.

  3. Innovate. • Remember portals?

  4. Embrace the browser.

  5. Build for scale, speed, and reliability. • According to comScore: • Google is the #2 Web Property in the U.S., with 129 million monthly unique visitors. • Google is the #1 Web Property Worldwide, with 561 million monthly unique visitors. (Source: comScore Networks, 9/07)

  6. Keep it simple. 1999 2007

  7. 5 User Experience Challenges • Understanding our users • Localization and internationalization • Consistency • Integration • Anywhere, anytime

  8. 1. Understanding our users

  9. Diversity of Users and Needs

  10. 1. Understanding our users • Get different parts of the story from different sources at different stages. • Usability Studies, Field Studies and Contextual interviews • Quantitative market research • Live online experiments (aka A/B tests) • Logs • Customer support

  11. 1. Understanding our users • Usability Studies and Discovery Research • Fast, qualitative, customer research with small samples • Tells us: Who? What? How? Why? • When: • Before: Rapid discovery techniques define problems and needs (field studies, phone interviews, card sorts, competitive evaluations, diaries, etc.) • During design: Evaluation methods (think aloud, eye tracking, prototype testing, cognitive walkthroughs, etc.) • After launch: More evaluation and discovery for next iteration.

  12. Google Talk (in Gmail) Version 1 Finding: users got stuck, looking for send button

  13. Google Talk (in Gmail) Version 1 Finding: users got stuck, looking for send button Version 2 Finding: some users thought chat window was a popup – closed before seeing message

  14. Google Talk (in Gmail) Version 1 Version 3 Version 2 Success!

  15. 1. Understanding our users • Quantitative Market Research • Includes • Profile groups of users (e.g. demographics, segmentation). • Monitor customer satisfaction and net promoter scores. • Identify key drivers of satisfaction. • Test concepts. • Quantify issues identified through qualitative research. • Tells us: Who? What? How many? Where? • When: Before design, after launch

  16. 1. Understanding our users • Live Online Experiments (aka A/B tests) • Present new UI to small % of users and compare to use of existing UI. • Tells us: What? When? How many? • When: After build, but before launch.

  17. 1. Understanding our users • Logs Analysis • Statistical analysis of aggregated records of actual usage behaviors. • Tells us: What? When? How many? • When: After launch

  18. Statistical Log Analysis: Spell Check • Initial spell-checker was low quality • Build a better product – improve quality Stronger UI - big and red Logs show that people still misspell; don’t click on suggestion

  19. 1. Understanding our users • Customer Support • Tells us: What’s wrong? • When: After launch • How: Direct feedback from users highlights common issues and problems for launched products and services.

  20. Customer support feedback: Gmail

  21. 2. Localization and Internationalization

  22. “. . . the world’s information . . . universally accessible. . .” • ~65% of all Internet users speak a primary language other than English. • 79% of Internet usage is outside North America (InternetWorldStats.com) …

  23. “. . . and useful. . .” • People rely more on landmarks than addresses in Japan. Show more landmarks (e.g. stores and buildings) than in US or Europe.

  24. Watch for Cultural References • Ice cubes don’t mean “cool” in other languages. • Argentinians use “bananas.”

  25. But wait. . . there’s more! • Right-to-Left Text and UI • Arabic, Hebrew, Urduare bi-directional • Text input in Asia • Google preferences in Arabic

  26. 3. Consistency

  27. Consistency: Reinforce Google brand. A B C D

  28. Consistency: Reinforce Google brand

  29. Consistency: Reduce learning curve.

  30. 4. Integration 1 + 1 > 2

  31. Integration

  32. Search + Movie showtimes, Maps

  33. Universal search—trivia facts and news

  34. Talk + Gmail

  35. Smart Widgets in Gmail

  36. 5. Anywhere, Anytime “. . . make it universally accessible. . .”

  37. Going mobile. . .

  38. In conclusion. . . “Focus on the user, and all else will follow…”

  39. Thank you! • Questions?

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