Google UX Research Case Study

Project Background:

Challenge:

The current Advertising Platform (PMax) experience was too complicated for SMBs. It’s unclear what the best way to solve for these two difference SMBs is. Product needed to define a strategic approach for SMB PMax and meeting the needs of two different SMB personas.

Goals:

1) To assess EoU of two modes [Simple vs Advanced Pmax] for respective personas

2) To identify barriers to adoption for two modes product approach (Simple vs Advanced PMax)

Method:

• Evaluating two modes concepts

• 45 min In Depth Interviews

• 30 SMBs:

  • 20 Sam Business Owners

  • 10 Mara Marketers

• Recruiting:

  • Mix of verticals

  • Mix of budgets

  • Mix of tenure

  • Conversion tracked

Analysis:

• Broke down detailed usability findings for designs

• Identified users mental model around two modes

• Identified key user needs and pain points for both PMax mode experiences

• Research read out for cross functional partners (Senior Leadership, Product Management, Engineers, UX Design)

Impact:

• Identified key workflows, needs and challenges of both personas to inform SMB PMax MVP

• Changed initial product vision from two modes to a singular SMB product that could meet the needs of both personas. 

• Identified opportunity to simplify PMax for both SMB Personas.

• This research helped lead to an org change that melded SMB Ads and Enterprise PMax efforts.