In a year with so much change, the store.google.com continues its evolution and embraces the moment. The Google Hardware brand, encompassing Nest and Pixel products, showcases how devices enable and empower a wide range of individuals from across the cultural spectrum. By leading with emotional messaging, the site experience is rooted in authentic narratives that spoke to real-world use cases and everyday benefits. As a result, our experience became more human and championed inclusivity.

Our strategy for store.google.com was to put a greater emphasis on accessibility by making the site optimized for visually impaired and blind audiences, and at the same time, our elegant scroll-based interactions and rich content helped deepen the immersion of each of our site experiences for every user. When accessible design is combined with human centric moments, it drives consideration and increases conversion. In fact, in 2020, global content consumption doubled, and the Google Store became a focal point offering helpfulness to customers from around the world at a time when it was needed most.

Google Hardware is designed to make life easier, and that message becomes amplified when the products benefit people from all walks of life, cultures, orientations and abilities.

Brief

The task was to connect the helpfulness of our products to a broadly open audience segment. As the pandemic forced us all to adapt to a new way of life, the creative mandate was to bring the robust list of features to life through a story driven narrative while delivering an experience that is as inclusive and accessible, as it is beautiful and immersive.

Solution

Our strategy was to drive consideration through reality. Through a combination of rich lifestyle imagery paired with contextual product renders, we ultimately showed how these products fit into our homes and life.

Cultural Context

As the pandemic renewed our love for our homes we sought to show a broad spectrum of users the helpfulness our hardware brings to their world. Additionally, our mission was to create a best-in-class experience that sets the standards for accessibility.

Insights

The site is highly accessible, driven by Google's core values of Universal Design practices. We use interaction and motion to show the function and beauty of the hardware across a variety of relatable scenarios to bring our hardware into the users homes and life.

Timeline:

Products launched at different points starting from May thru October 2020, and are still live today.