And the biggest issue with Google is that they are not a design driven company, but an engineering driven one still.

Their understanding of UX is more as ‘clean UI’, which is how it was for a long time, but now great UX is purely on the emotional front and about getting out of the way of the user.

This is effectively what Google was originally built on the premise of (i.e. let the user get out of Google SERP ASAP), but now Google’s biggest draw back is that they have no real destination for users to head to. This is because Google doesn’t know how to build a ‘social destination UX’.