Google: Project Fi

Launch Campaign, Website & Mobile App

Brandon Burns
Jul 12, 2016 · 3 min read

The hardest products to launch are the ones that do something legitimately new. Many innovations never reach their potential due to people simply not understanding why they should care about the product. You’ll find marketing sites for new products that are either bogged down in obtuse imagery and “it does everything” messaging, or 1990s web design with hyper-technical language; neither help that customer understand how your product fits into their lives, or why it’s any better than the competition.

Google Fi is one of those products that blows away the competition. It’s a chameleon; while every other wireless carrier provides service only on its own network, Google Fi is a network of networks that automatically finds and switches to the best signal, wherever you are. But oh boy does that sound complicated! And, wait, Google is selling phone plans now?! Given how the major carriers rope you in with rollover minutes and free upgrade plans, people tend to stay put unless there’s a promotion that make it worth their while; and Google wasn’t offering one. Why would anyone want to make the hassle to switch?

That’s what we had to make easy to understand.

Bright, colorful design. Lots of info graphics. Friendly animations. Simple, customer benefit-oriented headlines. Translating technical terms into human speak. And relating everything back to the customer’s point of view.

Experience design isn’t just about visuals, but the presentation of information. Tone, word choice, the translation of technical concepts into easy to understand graphics — these are the design elements that are most important when launching a new product, especially a technical one. You’ll get much more bang for your buck massaging the finer points, rather than going for distracting flash or tedious tech specs. When you’re explaining a product that you truly believe is magic, it’s best to let it be the star of the show.

Visit: https://fi.google.com

Lauch Site

Mobile App

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director.

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director. Product & User Experience Design @ R/GA, BBDO & Wieden+Kennedy.

Brandon Burns

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Cannes Lions & Webby-winning Creative Director. Advertising copywriter, turned tech-driven product designer, turned hybrid creative leader.

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director. Product & User Experience Design @ R/GA, BBDO & Wieden+Kennedy.