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Google

Product Innovation

Help Google create a new way to educate marketers about AI.

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summary:

While everyone thinks AI is complicated, our challenge is to help Think with Google make AI relevant to marketers. We developed a strategy and created a feature for thinkwithgoogle.com, which is currently being executed by Google.


My Role:

Project Management / Industry Research / User Interview / Brand Analytics / Strategy Development / Creative Briefing / Concepting / Pitching


user needs:

We used the Technology Acceptance Model to approach the challenge and found out marketers need to understand the capabilities of AI first. 

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When we asked marketers what prevents them from learning more about AI, they said:

“We don’t want to learn AI from a technical stand point.”

“We don’t feel we’re very good at math or science compared to other folks in the room. We think we’re people people. ”

Insight:

Marketers hesitate to learn about AI because it is such a technical term for them and they feel like their role as a marketer is more intuitive.


We developed our strategy based on the framework below:

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STRATEGY:

Demystify AI and showcase its use by breaking it down into intuitive concept.

We listed down concept guidelines based on user needs.

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Creative Concept:

A shareable toolbox that ignites exploration and discovery of AI’s power.

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We created a content structure to guide the UX design.

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pROTOTYPE:


Behind the scenes:

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Teams:

Sally Zhang (Strategist), Nick Silvestri (Data Scientist), Xingling He (UX designer).