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GOOGLE

IMPACT: Insights led to the redesign of the Google Mini speaker and the newer mid size Google Nest speaker as it replaced the Google Max based on learnings. Increased sales by 20% YoY and maintained a user review of 4.7 our of 5 stars for the new Mini. 

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01

STUDY objective

  • How and where are people placing screens and speakers in the home?

  • What is an ideal tech environment in the home?

  • What are the opportunities for Google's family of hardware products to be better together?

02

METHODOLOGY

  • Pre-visit homework

  • In home ethnographic study

  • Co-creation mapping

  • Contextual Inquiry

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03

PROCESS

  • Affinity diagraming

  • Analysis using both inductive and deductive reasoning.

  • Develop archetypes

  • Tactical and strategic findings presented to Marketing, Industrial Designer and VP of Design

04

INISGHTS

  • Space is limited in homes.

  • The physical materials used in homes can dictate where screens and speakers are placed.

  • Buyers are brand agnostic and try to cobble competing brands together.

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