Google Home Made Easy
The core team at Google Home approached us for help educating their consumers. Their research showed that a majority of users didn't know what the device was capable of doing. Looking closely at their competition, (Alexa) consumers are welcomed to a host of training materials to learn the device. Google Home wanted to supply a similar means of education, for both pre-purchase (on desktop) and post purchase training (on mobile via Google Home app). Our main challenge was to bring the hands free magic that consumers experience post purchase of the device to pre-purchase consumers.
Made By Google Home
In addition to the specialized learning modules, we also updated the layout and organization of content for the Made By Google website features page. Google had a major concern with their page prior, as it was rather confusing for consumers to see everything the device was capable of. We addressed this concern by making this page intuitive and interactive for users to engage with a large amount of conent.
Meet The Magic
One specific ask of Google was to demonstrate the time-of-day queries. With this module we walked the user through a variety of dayily tasks, such as waking up, getting ready, and cooking dinner. This was useful for consumers to see queries related to that time of day, along with the ability to try out the queries themselves via voice activation. Importing game mechanics into the training, we encouraged consumers to continue and learn more by allowing them to earn badges along the way.
Building The Perfect Home
To educate consumers and show them how the device could be used in their lifestyle, we created a module for consumers to fine tune their Google Home device. This process involved having a few categories the user could customize. They would either answer questions or adjust sliders to reflect the things they cared most about. Once customized, queries that user would fine useful or interesting would start to appear. The user then has the ability to favorite these queries for easy access in the post purchase application. At the end of the process the consumer is greeted with an end card that sums up what they would most likely use the device for within in their lifestlye. These categories are celebrity endorsed and promote popular applications.
Research showed the team that more people were informed, educated and ultimately purchased the Google Home device in-store. The attributed this to the sales reps on the floor having a lot of knowledge and showing them the capabilities of the device. Knowing this information we created a module to replicate that relationship digitally, by taking consumers on a narrative tour. Consumers learn about the various features of the device complete with the ability to try out the queries via voice activation.