Portfolio > Google Chrome

Chrome.com redesign

The challenge
Ad hoc changes to the Chrome marketing website over time had led to a fractured IA and inconsistent messaging and visuals.

My role
I was the lead content designer at Huge Oakland and much of my work was for Google, the agency’s biggest client. I kicked this project off with a content deep dive.

Results
- 80% increase in nav engagement
- 5% increase in conversion rate
- 8% decrease in bounce rate

Skills
Content Strategy, Content Audits, IA, Storytelling, Content Governance

Developing a content strategy

With 5M+ sessions a day, Chrome.com is a highly visible property whose goal is to drive downloads of the Chrome browser. The site has less than 20 pages, and though the IA may not be complex, the brand narrative needed a strong structure and strategy that would help the IA stand up to shifting marketing goals and product features.

  • I did a detailed heuristic and competitive audit and worked closely with our data analyst to understand how existing content, nav IA, and traffic were affecting the experience. I proposed new content principles, and delivered a new sitemap, nav nomenclature and messaging priorities.

  • I led workshops and presentations to get client buy-in.

  • The final strategy was foundational for UX and design, and was key to the project’s success.

  • IA: Before

    The nav is fractured — two-thirds of the primary nav sends users to external sites and key content is buried in the secondary nav.

  • IA: After

    The new nav is self-contained with no exit points and offers a bigger canvas to tell the Chrome brand story and showcase Google-powered features.

  • Messaging: Before

    The old version of Chrome.com used abstract imagery and iconography and vague language that didn’t offer a compelling narrative about Chrome and its features.

  • Messaging: After

    With the new content strategy, messaging is friendly and concrete. Features are front and center with the feature name displayed in the eyebrow and functionality clearly spelled out.

Content governance

With a small Google product team short on resources, I helped with a checklist of tasks that could be turned into a repeatable content process.