CLIENT – GOOGLE
PROJECT TYPE – STRATEGIC STORYTELLING
Visibility across customers’ digital lives through a multi-dimensional business at the center
Overview
Google customer data across Fitbit, Pixel, and Home products was not being leveraged to understand customer needs and preferences.
I created a strategic visioning story that showed how moments across customers digital lives can be improved based on constructing constant learning cycles about their experiences.
Challenge
Client research showed that Google teams were siloed and operated with fragmented views of customers, and only seeing a snapshot of the collective customer experience. This created misaligned and inefficient approaches to customer engagement across product ecosystems, leaving customers confused and unclear about the purpose and usage of existing and new products.
As competing products utilize AI-powered systems to be the heart of every consumer smart home, unclear internal visions would not support long-term Google customer success.
Process
I led Pega Account Executives and internal SMEs through workshops that defined unique Google stakeholders, industry trends, internal and external factors, motivators, blockers, and priorities to develop individual POVs for Fitbit, Pixel, and Home products.
By focusing on one product at a time, we gained a collective understanding of key challenges and opportunities for improvements, which I brought together into a cohesive, holistic story. This holistic story tied the experiences of all products together across an overarching vision.
My process drove empathy for the challenges Google stakeholders and external customers faced, established group consensus on top business priorities, and created a plan for elucidating customer and business value across each product line.
I achieved this using a diagram exercise that visually separated business and customer outcomes, storylines, and Pega capabilities into different quadrants to develop an individual product and holistic experience strategic visioning story, called Digital Lives.
RESULTS
This Digital Lives story arc demonstrates individual and holistic family experiences of Google customers while use Fitbit, Pixel, and Home products.
A multi-generational family represents customers at different life stages, who have varying wants and needs around interacting with features and functionality of their systems and devices.
Here I showcase moments that matter and provide a vision and understanding into the impacts these Google products have on customers’ daily lives and highlight opportunities to further engage with Google.
