Design a Performance Page for merchants on Google My Business

Overview

Google My business is a platform that allows  178 million merchants around the world to manage their Business Profile that appears on Google Search and Maps.

In December 2019, GMB would start a deprecation process and transition to a new platform that caters for merchants needs from Google Search instead of an app/web platform.

The Merchant Insights team, provides actionable and meaningful data to merchants, allowing them to optimize their business on Google. Before I joined in 2019 the team suffered from poor UX as no designer had gotten involved with the project from 2016 leading to people churn, no feature prioritisation and and a stale product.

Role

UI/UX, RESEARCH

Company

Google

Period

Oct 2019 - May 2021

Launched

Dec - 2019

My Role

As a design lead for the Merchant Insights team, I am responsible for lead the design, provides actionable and meaningful data to merchants, allowing them to optimize their businesses. As a Product Designer, I led the design of a new Reporting page that would act as a quick snapshot of the monthly performance of a Merchants' Business Profile on Google Maps and Search on their mobile app.

For this project, I worked alongside a UX Researcher, my team Product Manager and a UX Copy Writer.

The full launch has been released globally in Nov 2019.

Google My Business App for iOS and Android

The Challenge

1. GMB doesn't have an understandable and digestible reporting page on mobile so that Merchants can view their monthly performance.

2. Mobile retention wasn't hitting the estimated numbers MoM on mobile which meant that every month less Merchants were spending time on the Insights Page on mobile.

3. The only entry point was through the GMB app. Our OKR was to create more entry points for the Reporting page from other surfaces e.g Google Maps.

Design Approach

Evaluate the status quo

Merchants on Google my Business, at the beginning of each month, receive an email with their monthly performance. To kick-off the project, I wanted to get a signal on how important is the information in the monthly email and how confidently merchants can answer the question of how well their business is performing based on what they see in the email as well.

To do that I launched a survey with an internal surveying tool, to 178 million merchants who use GMB everyday.

I drafted 6 questions for the survey that I wanted to get signal on and collaborated with a UX Researcher to sense check them in order to remove any biases and make sure there are no leading questions. We lunched the survey to the 10% of our user base across the US and the UK and after 2 days we got the results back.

The results of the survey that we got back were pretty clear: 

  1. All merchants find the top search terms very useful
  2. Most merchants find useful how many people search for them on Google
  3. Most merchants find useful the fact that they can see customer interaction such calls and directions
  4. Most merchants would like to see more customer interactions  like photo and post views

Amplify with qualitative evidence

Apart from the monthly performance email (MPR), I wanted to understand what are the most valuable metrics in the current Insights page so that I can see any commonalities with the survey results and what might some pain points that merchants have on this page.

At that time the UXR team didn't have capacity for this project so I lead the study plan, defined the goals of the research study and what questions we are trying to answer. However, I used the Research team's office hours to sense check that my testing plan is free from biases and to refine the questions if necessary.

We did unmoderated user testing sessions for the Insights page using usertesting.com. We recruited 15 GMB merchants with a split between US, UK and India since it's one of Google's target market for developing economies (Next Billion Users).

(testing plan photo before)From the analysis of the user study the most important findings were:

  1. The views of the Business Profile and search keywords that customers use to find the business on Google are considered highly important
  2. Customer interactions e.g calls, messages direction requests and photo/post views indicate to merchants how their business is performing
  3. How many customers find the Business Profile on Google Search and Maps is valuable information in terms of targeting the audience better
  4. The language that is used in the page is not very friendly and is considered technical which impacts the understandability of some metrics
  5. The page was considered very long and some ppts mentioned that they don't get to the end of the page but rather skim through the data
  6. photo of user testing session

Formulating Hypothesis

After we the UXR study we had a good idea of the problem space and the metrics that merchants care most about.

With my PM we formulated a hypothesis which we wanted to build and launch as a test in production.

Core hypothesis

We believe that

Having a glanceable reporting page, showing the most valuable customer interactions, the Business Profile views and the top searches will increase the retention of Merchants in the Insights page on mobile. We will know this is true when we seen an increase in retention from 26% to 34% and no negative impact on other core GMB metrics like post creation.