Situation - Launching a new feature for Google Assistant on Google TV. GTV had a feature called Watchlist. User data we had came back showed that our users LOVED this feature. The Watchlist experience provided the value proposition of Google Assistant - to ease the friction of the experience. Obstacle - There was no Google Assistant query for the watchlist, so I had to get Product to bring in this feature into their near-term roadmap Action - I wrote a one-pager with the focus group data. Then, I collaborated with my boss for buy-in from cross-functional stakeholders and how this would align with their broader strategic goals. Result - I got it on the roadmap, and we launched. When I left, we had increased our key metric of monthly active engagement by 6%. My advocacy also ensured that the feature was standardized across all devices.
Messaging
Google I/O Launch
Situation: Had a lang in long term usage of queries for Nest and Smart Speakers. The current WS for Nest SDs and SSs have a big gap in communication between Day 7 to Day 20 for the SD (Nest Hub and Nest Hub Max) and Day 11 to Day 26 for the SS (Nest Mini and Nest Audio). This is leading to fragmented user experience. Obstacle: How do we get our consumers / users to use the querries longer than the first few days. Action: We ran a campaign to see if email content pushed would active users with the queries past the 14 day mark. Results: The campaign worked for our Nest Audio. We saw neutral gains across other devices.
Situation: Google I/O had a feature called Look and Talk. Originally, we were going to do a soft launch due to privacy concerns. We would dial in the messaging over time. Then, six weeks before I/O, the VP of all Google Assistant requested that Look and Talk be showcased at Google I/O as it fit the narrative of natural conversation with Google Assistant.
Obstacle: We had no messaging and a short time frame to test the messaging. We needed to ensure that the privacy concerns aligned with company values and global regulatory standards.
Action: I suggested we run a qualitative study while working with the Privacy team. We retained an outside service and agreed to interview 23 people, an odd number that gave us a diverse enough population, and privacy experts from both North America and the EU. By working with the Privacy team, we ensured the messaging resonated across markets and met compliance requirements.
Results: Short-term, we met our goal of zero negative press and achieved our sign-up goal of 3,000 users by week 3. Additionally, the findings influenced the overall narrative of Google I/O.
Long-term – we established a new framework when it came to messaging and launching a product with privacy-sensitive topics at Google.
Situation: Had a lang in long term usage of queries for Nest and Smart Speakers. The current WS for Nest SDs and SSs have a big gap in communication between Day 7 to Day 20 for the SD (Nest Hub and Nest Hub Max) and Day 11 to Day 26 for the SS (Nest Mini and Nest Audio). This is leading to fragmented user experience. Obstacle: How do we get our consumers / users to use the querries longer than the first few days. Action: We ran a campaign to see if email content pushed would active users with the queries past the 14 day mark. Results: The campaign worked for our Nest Audio. We saw neutral gains across other devices.
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