Challenge

Google’s UXR team works with participants around the globe to conduct user research on Google products. The ask was to re-think, re-design and develop a website to engage the user in a compelling way, in order to drive signups.  

Approach

Faced with complex content, our primary goal was to maximize user engagement and sign-ups by delivering a minimal-friction, high-clarity experience. This involved a multi-pronged approach: streamlining the initial user journey to quickly communicate the value proposition, and simultaneously developing a clear explanatory video. To ensure broad accessibility, the video was translated from English to Hindi. Furthermore, I managed the entire visual development, collaborating with an illustrator to create all website and video launch assets, while also establishing a comprehensive library of character illustrations to define our brand's ongoing visual identity.

Results

We executed a successful global rollout and localization (including Japan, India, and Latin America). This resulted in a significant percentage increase in sign-ups and a substantial optimization of the conversion funnel, dramatically reducing user drop-off from initial enrollment through to prize acquisition.