Google SRP
Google Images - Gif Component
Role
Led UX design and expression search vision. Collaborated with PM and ENG partners from concept to launch.
Problem
Sharing GIFs from Google Image’s is not easy.
Solution
Transformed the way users interact with GIFs on Google Images by introducing a new component of actionable content to share.
Understanding the problem
The project began with a design sprint where I identified a few key user pain points. I determined that users are not trained to search on Google Images for GIFs for 2 main reasons:
GIF sharing options are hidden.
Google Images users either have to share a link to the GIF’s original web source or download the asset to their device and later share from their camera roll.
Through our many integrations, Tenor has come to understand that our users prefer to send the actual .GIF assets as opposed to link because they automatically animate in user conversations post send.
I wanted to explore the introduction of a new component on the Google Images search results page that would offer a more prominent share action for high-intent GIF seeking queries to help users search and share the perfect GIF.
User Flows
This new “GIF Sharing” component would surface above Google’s traditional web results and would have two main user interactions.
Tapping the “Share” action would bring up the native share sheet and would allow for seamless sharing in whichever messenger we support.
Users would be able to share the GIF from the item viewer which is how sharing traditional works on Google Images.
Explorations
My team decided to lean into the simpler interaction flow(#1) and I explored a number of solutions. Iterations included variants that could serve different purposes such as trending and GIF answers, formats that support exploration. I also explored the possibility of including chips and refinements.
I also explored visual prominence/density of results for this new component and presented my ideas to stakeholders.
I presented my ideas to the team and determined that the Carousel approach and the 2-up Grid would be the most effective way to display this feature to users. I further refined them and worked with my team to develop live experiments.
Running Experiments
I collaborated with PM and Eng to run these live experiments to validate introducing this new component. My hypothesis was that the 2-up Grid cluster would be more performant during our live experiment.
Test Results
GIF Shares from cluster:
Carousel Experiment - +73.51%
2-up Grid Experiment - +94.73%
Both Experiments proved to increase share rate for GIFs which was our initial instinct and the 2-up Grid became our clear launch candidate proving my hypothesis.
The carousel approach takes up less vertical space but is more difficult to quickly scan. Mobile design research has also proven that 75 - 80% of clicks on most carousels are on the first 1 - 3 items.
With the 2-up Grid, users are able to interact with more on one screen and can choose to fill their entire screen with our results before choosing the perfect GIF to share. This approach warrants less visual friction and is more familiar to Google Image’s mobile audience.
Product Launch
Total Share Rate Increase: TBD
An official announcement on Google’s blog was made with user and press reception being positive.
“Makes it easy to find that perfect GIF”
“Makes the task hassle-free”
Internal coverage: Google blog post, @Google official Tweet Press coverage: 1, 2, 3, 4, 5.