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Android is the number one mobile brand in the world, yet only 1 in 4 people who have an Android device know that it’s a Google brand. Recognizing this, Google saw an opportunity not only to showcase the power of this relationship and the benefits of being connected to the broader Google ecosystem but also to help users maximize the potential of their device by becoming their go-to resource for all things Android. We were tasked with delivering a world-class website to Android's global user base that aligns with the way existing consumers think, shop, and buy in order to drive retention, build repurchase intent, and shift safety perceptions.

In the tech industry, “think different” is a sentiment that many brands preach, yet few enable. The products, services, and experiences they create are often designed with uniformity built into their cores. In 2023, Android, a name synonymous with flexibility and user-centricity, underwent a transformative redesign of Android to cut through the conformity and meet the demands of a Gen Z audience who envision life through individuality and self-expression.

In doing so, Android went beyond just a refresh; instead, it pushed reset on its entire experience. The rebuild, defined through the strategic platform of “self-expression,” saw the Android brand come to life on web with personalized storytelling, authentic consumer experiences, and streamlined journeys. The changing needs of consumers also demanded a reinvented approach, with Android connecting the worlds of Android and Google together for the first time, bridging product with experience.

We set out to create a tailored experience that becomes more intelligent and customized over time, allowing people to see themselves in Android – surfacing the right products and stories at the right time and encouraging exploration of the benefits and features through curated interactive experiences. And so we began a multi-faceted journey to make it happen. Recognizing the dynamic nature of user interaction, we introduced content that adapts to platforms and devices, such as iOS vs. Android. This innovation meant that the user experience was continuously fresh and personalized, with the types of content in their experience changing throughout the day. In some cases, this could mean connecting different types of content, whether it be long or short form, to entertainment, integrating the larger Android ecosystem more naturally to support your preferences and personality.

In a world where brand interaction often feels transactional, we chose to infuse playfulness into Android brand moments. These carefully crafted experiences were designed not only to capture attention but also to create memorable interactions, fostering a deeper emotional connection with the refreshed brand. Android's digital expression was reimagined to resonate more effectively with its audience. This involved a comprehensive overhaul of how the brand presents itself online, ensuring that every digital touchpoint was an accurate reflection of Android's core values and ethos.

Central to Android's strategy was its promise: Be Android, be you. This inclusive philosophy was at the heart of every decision, ensuring that the platform and its features were accessible, customizable, and enjoyable for all users, regardless of their tech-savviness. Next, we addressed the challenge of fragmented brand presentation and disjointed user journeys. The focus shifted to creating a seamless, streamlined experience that not only made navigation intuitive but also brought consistency across various platforms and devices.

A significant aspect of Android's strategy was to leverage its relationship with Google. By integrating more deeply with the Google ecosystem, Android could offer curated experiences that showcased how users could enhance their experience through various Google products and services. Finally, Android is the first to integrate AI to offer personalized experiences at scale. From adapting the site to display local time and weather, a ‘circle to search feature, to suggesting apps and content based on user preferences and more, AI became a cornerstone of the Android experience.