​Rethinking the purpose & experience ​​

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Grow with Google brought together around 15 initiatives designed to help people build digital skills, find work and grow businesses. The ambition was to turn this collection of programs into a coherent experience rather than a destination for links. The broader ambition and objectives were focused on economic opportunity in the U.S. by helping Americans prepare for work through education, job search, and small business support. 

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Jennifer led strategy for the formative stages of the new digital experience, working with data and UX teams to define its experience vision, audience strategy and messaging architecture.

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The work involved mapping audiences across the initiatives, identifying where needs and journeys overlapped and where the experience needed to become more specific. This created the strategic foundation for an experience that could help people understand Google's role in their growth and find the tools and programs most relevant to them.

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Jennifer translated the strategy into the foundational brief for the UX, design, and development teams that took the experience forward.

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Agency

Huge Brooklyn