Creating a new way to educate markets about AI
Think with Google
Industry Research / User Interview / Brand Analytics / Strategy Development / Creative Briefing / Concepting / Pitching / Project Management
Thinkwithgoogle.com is a platform to put Google research and insight behind the market’s thinking. Digital innovation like AI continues to propel the marketing industry forward, and the pace is mind-blowing. It’s challenging for marketers to stay informed. We developed a product strategy and created a feature to make AI relevant for marketers. The concept is currently being executed by Google.
The Research
Current website audit
Competitive analysis of AI websites
Industry reports on how marketers adopt AI
In-depth interviews with marketers and google team
We also used the Technology Acceptance Model to approach the challenge and realized that marketers need to understand the capabilities of AI first.
When we asked marketers what prevents them from learning more about AI, they said:
“We don’t want to learn AI from a technical standpoint.”
“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. ”
We found out that 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.
The Strategy
By using the framework on the right, we developed the strategy - demystify AI and showcase its use by breaking it down into an intuitive concept.
The Design
We listed down concept guidelines based on user needs and came up with a creative concept - a shareable digital toolbox that inspires marketers to explore the power of AI.
You don’t hit a nail without a hammer or turn a screw without a screwdriver. Tools shouldn’t be confusing and mystifying. They’re accessible, quick, and handy. They spur growth.
Learning this new tool can be challenging but we’re here to help you explore its power to drive markets.
We created a content structure to guide the UX design, which led us to finish a low-fidelity prototype.
The Team
Sally Zhang (Strategist)
Nick Silvestri (Data Scientist)
Xingling He (UX designer)