How can Google empower those coming online for the first time and the unique cultural needs of emerging markets?

The Challenge

Emerging markets like India, Thailand, Arabia (Saudi Arabia, Egypt, etc.), and others differ vastly from the “First Billion Users” of Google.

These “Next Billion Users” speak speak multiple language, have older and smaller phones, lack local content, and many other unique qualities.

How can Google serve these needs and empower new users?

Time

18 months

2017-2019

Collaborators

5-6 PMs (across different projects)

1-8 engineers per team

Rapid research team

UX Researchers

UX Writers + Translators

UX Engineer

Processes

Immersion Research (Saudi Arabia, Egypt, India)

Immersion Research Data Analysis (Thailand, Brazil, Germany)

Prototyping (Low to High Fi)

Motion design

Sketch, Wireframe, Launch

some context

Multilingualism and lack of local content

The world is full of multilinguals. Indians, alone, speak an average of 4 language. So what language do you search in?

Arabia and India also lack local/localized content. “Google is an American company…” “The internet is for English only.” How can we make the internet work for these users when they lack content?

the solutions

NBU Ugc (User generated content)

Google Search is full of non-localized facts. How can Google leverage bilingual users’ knowledge?

These features call out non-localized content and prompt users to help fill in the gaps.

Toledo

Most people search in English out of habit or lack of local content. By leveraging Google Translate, Google can bridge the content gap.

Language monthly

4 rounds of monthly rapid research. Role included:

• coming up with research questions

• creating research plan

• making explorations/prototypes

• analysing results

• iterating on results

Studied bilinguals with English and Hindi, Chinese, or Spanish.

Project size: Small

Right-to-Left (RTL) Languages

Google, and most of the internet, is designed for left-to-right (LTR) languages. What happens with RTL languages? Do carousel directions flip? Do back and forward arrows flip? Is everything RTL or are there LTR elements as well?

With an immersion research trip and rounds of rapid research, we’re able to better understand RTL language and culture, and thus, design a more localized Google.

Arabia immersion trip

Analyzed data points from previous research across multiple platforms. Used these findings to create research questions/plans for the immersion.

Planned multiple research plans. Created wireframes and interactive prototypes.

Iterative prototyping during immersion in response to research responses.

Presented findings to design directors, procuring additional funding and headroom for RTL design efforts.

Project size: Medium

Right to left (RTL) Scannability test

Arabian cultures often use both RTL and LTF text and will even incorporate the two together in context. Thus, what is the best way to arrange images, text, and urls for the most efficient reading?

Wrote research plan, created prototype, and, with a UX Engineer, built a scannability research tool. The first of its kind at Google Search.

This program was eventually expanded into testing the scannability of Google’s Search Results Page in other contexts.

(See project above to see the scannability test.)

Feature Phones and First Time Users

Remember flip phones? India and North Africa certainly does.

What experience are these users using on D-pads with a screen a third the size of a smartphone? Especially when many are experiencing the internet for the first time on these interfaces.

Rich Features

International markets have unique cultural needs and traditions.

Google launched features aimed to fulfill these user needs.

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