Product Design Case Study

What would it be if you were to build the next breakthrough feature for Google Search?

Introducing the powerhouse of search engines, Google Search, a tool we’ve all used at least once in our lifetime. According to Google, it’s a search engine handling a staggering 3.5 billion searches daily and dominating 92% of the global search engine market. Recently, it even made waves by becoming compatible with Chat GPT’s rival, Bard, solidifying its position as an indispensable resource in our lives. Did you know Google Search can help you trace your ancestry, find jobs, learn new skills, discover exciting places, stay updated on news, and connect with like-minded individuals? How do I know this? Well, I asked Google Search itself!

Today, we delve into a captivating case study — envisioning the next groundbreaking feature for Google Search. Let’s embark on this journey and brainstorm some thrilling new features for Google Search. Today we will be discussing the case study on What would it be if you were to build the next breakthrough feature for Google Search? With recent investments in LLM and NLP based companies such as Context AI, Deepset etc, it is quite evident that Google ventures as well as Google itself is planning on releasing some quite exciting features on its search giant Google Search. Let’s walkthrough this case together and try to create some new exciting features for Google Search, yall pumped up? cause I AM.

Let’s ask some clarifying questions first —

1. Is there a particular customer segmentation we are targeting? (No, open ended)
2. Are there any budget or other constraints while proceeding with this project? (No, open ended)
3. Do we have a Vision of this product? (open ended, you can decide)

2. Setting Mission, goals and the why

Google’s Mission — Google’s mission is to organize the world’s information and make it universally accessible and useful.

To begin, let’s examine potential challenges associated with Google Search and explore whether improvements are warranted. While not a mandatory step, identifying these obstacles ignites motivation among product leaders and the team to address and overcome them. Later on, we’ll conduct a thorough exploration of these issues.

1. Accuracy — “No one is perfect. Everyone has problems, even the best of the best. It’s how you deal with those problems that makes the difference.” — John Wooden. Google Search meticulously scours trillions of websites to deliver optimal answers to users’ inquiries, a feat it often accomplishes successfully. However, there are instances where the provided information may lack crucial insights. Despite significant advancements driven by Bard and LLM technologies, Google Search has notably improved from a few years ago. Yet, a critical challenge remains regarding the accuracy and precision of the information it furnishes.
2. Censoring- In recent times, the issue of censorship has become a highly sensitive and debated topic, and Google, being a prominent digital platform, has not been immune to such controversies. One notable incident occurred in 2022 when the Republican National Committee accused Google of censoring their campaign emails by marking them as “spam.” This legal dispute shed light on concerns about potential biases and censorship practices within digital platforms, sparking a broader discussion about the role of such platforms in information dissemination and its implications for democratic processes. For further details on this incident, additional information can be provided here — https://www.heritage.org/technology/commentary/republican-national-committee-targets-google-censorship-lawsuit. However, out of the political context, it is pivotal for the company to censor false information and make sure misinformation is not spreaded through their platform.
3. Privacy- A cornerstone of the United States is the value it places on privacy, a principle deeply ingrained in the nation’s identity. The republic emphasizes the power of the people, particularly concerning their privacy and personal lives. Starting July 1, 2023, Google has ceased offering restricted data processing for specific services, notably those involving uploading customer data for personalized advertising purposes, like Customer Match. As privacy stands as a crucial tenet in Google’s mission, recent alterations have raised concerns, causing a decline in people’s trust in the platform. For further insights, a detailed analysis is available in the article here — Clarity.https://www.seoclarity.net/blog/americans-and-trusting-tech#:~:text=Despite%20Google%20being%20the%20most,collected%20by%20the%20search%20engine

While Google remains one of the most trusted tech firms, a notable 69% of surveyed individuals expressed concerns regarding the data collected by this search engine giant. This apprehension is particularly pronounced among the youth and Generation Z, who prioritize the safety and security of their data. Given the advancements in Large Language Models (LLMs), there’s a growing awareness that more data is required for comprehensive model training, ultimately enhancing accuracy. This dynamic underscores the delicate balance between technological advancement and the imperative of safeguarding user privacy.

So we can definitely see, the “why” is justified.

What is our Product’s mission — Aligning our product mission with Google’s overarching goal is pivotal in this context. To reiterate, Google’s mission is to provide safe and secure access to information for all. For our product, the mission is to seamlessly empower users with precise and personalized search results while enhancing the overall user experience, ensuring effortless interaction within the application. This mission statement will serve as a guiding principle throughout our discussions and planning.

(Before delving into the intricacies of product development, let’s pause for a moment, take a collective deep breath, and allow our minds to wander and ideate. Take this time to reflect on personal experiences, perhaps something you’ve encountered or felt with Google in the past. This short pause allows us to clear our thoughts and approach the challenge with a fresh perspective and renewed creativity. Let’s take a moment to breathe and let the ideas flow.)

3. Customer Segmentation

Let’s go through the customer journey together first.

Examining the user journey map, a noticeable challenge with Google Search emerges — its solution isn’t easily replicable in real-life scenarios. This predicament directly aligns with our mission, emphasizing that an enhanced and replicable solution translates to an improved user experience. Our central mission remains: “seamlessly empower users with precise and personalized search results while enhancing the overall user experience for effortless navigation and interaction with the application.” Addressing this issue is fundamental to achieving our mission and ensuring a user-centric approach throughout product development.

Our potential customer base encompasses a broad spectrum, including individual users, businesses, and older individuals who may find adapting to Google and its interface challenging. Specifically, we aim to target individuals aged 13–40, primarily tech-savvy users who frequently utilize Google services. Many of them currently face issues while using Google Search and are actively seeking solutions to optimize their search experience. Understanding and catering to the needs of these diverse customer segments will be pivotal in our product development journey.

4. Reporting user pain points

Pain Point 1 — The information provided lacks a human touch. Presenting a mere YouTube video or search results is effective to an extent, but the search algorithm often falls short in truly understanding the user’s issue. While it efficiently retrieves information, it misses the opportunity to guide users through a more comprehensive problem-solving journey. A key challenge is the absence of contextual guidance, leaving users grappling with understanding the features and tools available in the search interface and the necessary steps to successfully achieve their desired outcome.

Reach (H) — This issue is one I personally encounter, and it’s prevalent among Gen Z who heavily rely on technology to address their problems. Currently, no single search engine comprehensively understands the specific problem users are attempting to solve, resulting in a gap between user intent and search engine capabilities.

Impact (H) — This challenge extends beyond Gen Z and encompasses individuals aged 35–40 and even beyond. Many within this age bracket face the same issue when relying on technology for problem-solving, highlighting a widespread need for improved search engine capabilities that truly grasp the problems users are aiming to resolve.

Pain Point 2 —Browsing through Google, especially scrolling to the end of search results, consumes valuable user time. Additionally, thoroughly reading each link significantly extends the time spent in finding the desired information, ultimately impacting the Time to Value (TTV). This prolonged process can lead to reduced user focus and heightened frustration levels.

Reach (M) — This challenge is particularly prominent when searching for academic-related materials and problem-solving, rather than general queries like “How to…”. Users seeking precise answers tailored to their specific questions often find themselves navigating through 2–3 web pages of the search results on Google. This issue underscores the need for a more efficient and targeted search solution.

Impact (L) — With the strides Google has made in the LLM (Large Language Model) space, the current issue doesn’t severely disrupt users’ lives and objectives. Particularly, the integration of LLMs in the search domain, as seen with Generative AI-based search on Google now, has notably improved the relevance and accuracy of search results, mitigating the impact of the previously mentioned issue.

Pain Point 3 and Pain point 4- Come up with some pain points by yourself too and add them in the comments!!!. For now we will be only foccussing on these two user needs and pain points, but usually for an interview come up with atleast 3–5 different pain points. Really understand the pain point of the user, try to get in their shoes and be empathetic.

5. Cutting and prioritizing user needs.

Kano’s model

Kano’s model is a valuable tool to distinguish standout product features. Our primary goal is an enhanced user experience. The first pain point resonates with a significant number of users and aligns with research indicating a lack of contextual guidance in the search engine. Addressing this would enhance our product’s appeal. Pain point 2, while important, has been mitigated by the Generative AI feature on Google Search. It’s essential to weigh the opportunity cost associated with each pain point.

6. Listing solutions for the pain point 1

RICE Framework

In analyzing the RICE framework, Solution 1, an integrated Augmented Reality Tool with Google Search, stands out as a groundbreaking idea. It seamlessly guides users through interactive steps when they input ‘How to…’ queries. The potential reach is substantial, given Google’s existing popularity, especially among the youth with AR extensions like Google Maps. The impact is also significant, benefiting a large user base. However, the development demands considerable manpower and feature additions to ensure user value.

Augmented Reality

What is Augmented Reality? Augmented Reality (AR) is like adding a magical layer to the real world using technology. Imagine wearing glasses that let you see and interact with digital things, like virtual objects or information, right in front of you while still being able to see the real world around you. It’s like having a cool, see-through screen in your glasses that can show you helpful stuff, like directions on the road or virtual pets playing on your table. AR makes the world more fun and useful by blending the real with the digital!

Potential Features for our application —

1. Users can initiate an “How to…” search, triggering a prompt to utilize the AR app. The AR app will then inquire about the user’s specific objective.
2. Once the goals and requirements are clearly understood, the AR system will generate a personalized manual guide for users to navigate the task.
3. Starting off with first task, it will replicate hands on the AR phone set to make sure the users place their hands on the right places and then later perform the different steps needed to solve what they are trying to achieve.
4. Google could collaborate with hardware manufacturers such as Ikea and Lowes to enhance the AR system. This partnership would involve training the AR technology to ensure users perform tasks accurately and effectively.
5. If the user doesn’t perform a task correctly, the system will issue an alert, for instance, “Place your hand in the correct position,” guiding them to rectify the error.

7. Evaluating tradeoffs and Success Criteria impact and the product’s alignment with the mission and the vision.

Success Criteria: In the initial stage of this application, a key focus should be on Adoption metrics, primarily measuring how many users actively utilize the application while interacting with Google Search. Given its mobile nature, understanding and improving the User Retention Rate is important, although it’s not the top priority at this stage. Additionally, metrics such as Bounce Rate (percentage of users leaving after the first step) and User Activation Rate (number of users completing onboarding tasks) are crucial for gauging initial user engagement and product effectiveness.

Tradeoffs: A potential tradeoff is user agitation during the initial stages of the application, especially if the AR app struggles to precisely guide hand positioning, a common frustration encountered in many VR applications.

8. Summary

In this product design case study, we envisioned an integrated Augmented Reality (AR) Tool for Google Search, aligning with Google’s mission of organizing and making information accessible. The AR Tool enhances user experience, providing step-by-step guidance for ‘How to…’ queries. By seamlessly blending the real world with digital insights, it epitomizes our mission of empowering users with precise and personalized search results. The envisioned AR integration reflects Google’s commitment to continuous innovation and improving user interactions.