Google | March 2021 - present
I currently lead content design across a variety of Google Ads platforms and products, including Ad Manager, AdSense, and AdMob. My work focuses on policy, data and privacy consent messaging, as well as monetization for publications.
I also led the creation and launch of Google Ads’ first full-scale content design system. I led the creation, testing, iteration, and publishing of editorial and design guidelines, including standardizing rules for instructions, templates, end-to-end user flows, and more. Additionally, I led the creation of guidelines for reusable design components such as buttons, accordions, context selectors, along with many others.
See below for more on the design system, as well as A/B content design experiences I created, launched, and landed.
Google Ads Content Design System
The Google Ads content design system I built in 2022 is an ever-changing internal site that helps hundreds of Google contributors — from VPs and directors to full-time ICs and vendors alike — scale consistent and consumable content design to millions of customers around the world.
What is the Content Design System?
The CDS is a set of holistic and specific guidelines that enables content creators to build consistent, effective content across all content types, platforms, and surfaces that drive customer outcomes and reduce escalations.
Why now (then)?
To improve customer experiences, Google Ads content creators and managers asked for clear tools, guidance, governance and forward-thinking sophistication needed to transform Google Ads support content. The CDS does just that.
Impact and results
Within weeks, the CDS became the go-to source for Google Ads content design guidelines and strategy. Used by dozens of internal employees and hundreds more vendors, this design system made an immediate impact, scaling specific templates and content blocks across multiple product areas.
- In the first 90 days, the site received 43,000 views
- Hundreds of help center pages were updated using CDS guidelines
- User escalation trending down post launch
The design system continues to serve as the framework for all scalable solutions and internal processes, simultaneously improving user experience and internal efficiency.
A/B Content Design Experiments | Google Ads external help center
Overview
Google Ads support content and its user journeys are complicated, requiring careful content design to provide a useful and actionable user experience. And part of delivering a good experience is consistently testing our content and following the data for user escalation and task completion.
An example of this testing was the Editorial Design pilot I led in late 2021, a cohort of nine (9) use cases that we tested for 10 weeks. Collaborating with a dozen+ stakeholders, we launched the pilot after defining problem statements and a hypothesis, allowing our internal data team to accurately measure user behavior.
In short, the cohort proved to be successful, as we applied consistent content design across all of the touch-points, including actionable CTAs and proper hierarchy.
Impact and results
Click-through-rate increased by ~12% across all pages
Time on page increased while user escalations remained flat or dipped, indicating better UX
A statistically significant improvement in Google’s “Behavioral effort score”
As a result, all nine treatments were rolled out to 100% of users.
Other stuff
There’s a lot going on at Google, and priorities shift constantly. So that this page doesn’t stretch to 5,000 words, below is a list of other projects I’ve led, co-led, launched and landed, and consulted. Please get in touch to discuss any of them.
GDPR, EEA, and other country-specific consent message content design launches
Interstitial and anchor ad creation to help pubs monetize content
Created end-to-end strategy for Google Ads policy support content across multiple surfaces
Creating, designing, and launching targeted emails to millions of users
Built framework and menu of services for all support content launches
And much more. Let’s chat.