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Design Is [Data] - A case study in designing Ads on Google Search

Google Design2019-03-15
Data#user experience#UX#UX Design#ads#search#design process#data based decision making#design thinking#design thinking and data based analysis#data based analysis#designer’s perspective#design approach#design is data#what is design#Google Design#Google#GDS: Yes;
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💫 Short Summary

The video discusses the importance of data in the design process, showcasing insights from Google's UX design manager, Jason Blythe. It emphasizes the role of data in designing ads on Google Search and the evolution of Search experience. The speaker highlights the need for data-driven decision-making, user satisfaction, and the iterative nature of design. The video explores the intersection of design and data, focusing on principles, storytelling, and experimentation to improve user experience and engagement with search results. Overall, it underscores the significance of aligning design goals with data science and constraints to enhance design effectively.

✨ Highlights
📊 Transcript
Importance of data in design process and insights from Google Shopping UX design manager.
02:11
Jason Blythe discusses designing ads and ad badge on Search, emphasizing the role of data.
Reflection on leading Search ads UX team and focus on seamless design for users.
Emphasis on intersection of design and data, with a case study on designing ads on Search.
The importance of data in problem-solving and predicting outcomes.
05:57
Data analysis involves examining various data points to create formulas for understanding and predicting results.
Making informed decisions and addressing uncertainties relies on gathering the right data and establishing relationships between different data points.
Data is essential for deriving meaningful insights and probabilistic outcomes.
Importance of using data in product storytelling.
08:53
Emphasis on predictive models and machine learning for future predictions.
Discussion on causality and deriving power from storytelling through causal relationships.
Highlighting the significance of deriving knowledge from data and the value it adds.
Exploration of the evolution of Search experience, focusing on UI changes and principles for clear information design.
Google Search design philosophy and growth.
10:46
Google Search grew from 20 million queries a day in 2000 to 3.5 billion in 2017, mainly on desktop.
The design philosophy focuses on simplicity, white space, and usability for a focused user experience.
Ads are integral to Search design decisions, with a shift towards top ads in 2010 for improved visibility and user engagement.
Evolution of Google's search ads design from Project Kennedy to Project Manhattan.
14:29
The focus shifted to designing ads as answers to user queries, emphasizing quality and relevance.
The speaker's team's mission was to design for user expectation, comprehension, and satisfaction.
Ensuring that ads are easily understood and valuable to users.
Goal was to create bespoke designs for ads worthy of being featured at the top of search result pages.
Importance of user satisfaction in assessing ad performance.
16:44
Evolution of ad formats on Search with multiple expressions and variations.
Structured system behind ads to cater to user intent by requesting specific data from advertisers.
Example of smaller ad with higher engagement rates as a result of serving the right data and focusing on user satisfaction.
Strategy of problem-solving on Search through structured presentation and user-focused design.
Importance of Building Intuition in Design Problems
21:53
Emphasizes self-awareness and understanding the origins of intuition.
Necessity of data-driven decision-making in organizations like Google, even for visual designers without data to support their beliefs.
Observations about the color yellow in ads and the redesign of mobile search to prioritize mobile-first experiences.
Introduction of Project Monroe as a redesign project focused on creating a beautiful and timeless representation of search, emphasizing principles in design and typography.
Importance of living by design principles and evidence-based decision-making.
22:55
Articulating design principles before gathering data is crucial for problem-solving.
Material design concept at Google involves imagining Google as quantum paper with unique properties.
Exploring physical properties of materials and ink behavior on paper is essential in material design.
Emphasis on world-building and theory-building in the process of material design.
Improving Search's cardified interface with the material theme.
25:54
The team focused on design and clarity to create a better information system.
Key principles included information design ethos, typography emphasis, and adherence to Search metrics.
Solutions must fit all principles despite data insights.
Balancing design, data, and user experience is a complex task.
Importance of design and user behavior in search results.
29:52
Reading patterns and rhythms of users are crucial when scanning search results.
Aligning ads with user patterns can improve ad effectiveness.
Adjusting background colors and layouts to match user behaviors is recommended.
Insights shared aim to enhance user experience and engagement with search results.
Importance of efficient information design in moving ads on a page.
32:32
Precision labeling system combining layout without unnecessary variables is essential.
Design insight led to changes in design principles, emphasizing efficiency.
Storytelling and data validation crucial to connect design decisions with data analysis.
Ensuring alignment between engineers and designers is essential for effective problem solving.
Importance of clear communication and experimentation in ad design.
37:20
Understanding objectives and data analysis are crucial in the design process.
Yellow background and text labels are emphasized for effective communication in ads.
Multiple tests are conducted during the experimentation phase to determine effectiveness.
Design is an iterative process involving testing hypotheses, analyzing data, and making adjustments before launch.
Importance of Understanding Data in Design
39:23
Connecting design goals with data science is crucial for designers.
Validation through media coverage and user interaction is emphasized.
First, second, and third-order data concepts are explained, along with interpreting weak signals and cultural context.
An experiment on click behavior in various countries, particularly focusing on the downward trend in Japan, is discussed.
Importance of considering reading and comprehension when using Japanese characters in design.
41:04
Power of data in revealing design nuances and problem-solving.
Emphasis on experimentation, storytelling, and data gathering for enhancing design.
Achieving successful launches at scale through effective design strategies.
Industry recognition and feedback received for a design project, highlighting the value of principles, storytelling, and data in design decision-making.
Importance of Data in Design Decision Making.
44:37
Data helps understand constraints in design, leading to better outcomes when combined with intuition and principles.
The speaker references Charles Eames on how design relies on constraints.
Design is not solely based on data, but data can improve design when integrated effectively.