ABOUT

Despite the impressive global reach of Chrome, well-funded competitors and niche upstarts were stagnating Chrome’s growth potential as the gateway to Google’s diverse portfolio of products and services. Our client’s focus was not only to relaunch the homepage with a fresh new look but also to create a user experience informed by data and strategy. Our task was clear: design, test, build and evolve the brand experience for Chrome to ensure the world’s most popular browser remains on top across both desktop and mobile.

Our team aimed to transform the Chrome experience from a “one size fits all” approach to a dynamic, tailored experience that met the needs of two audiences: people who have Chrome, and people who don’t. To achieve this, we would enhance the experience by implementing features that would both convert non-Chrome users and better engage current Chrome users with relevant and up-to-date information.

We pulled insights from Chrome’s repository of surveys, testing, and analytics to build our site structures and guide our creative decisions. We focused on deeply understanding user needs and browsing behaviors, alongside a rigorous test-and-learn approach to project impact across key locales. Building on these learnings, the new Chrome was tailored to each audience type to achieve two goals:

1. To build a dynamic and simple web experience that would allow non-Chrome users to adopt Chrome easily.
2. To educate existing users with engaging content and keep them interested.

Overall, we aimed to create an aesthetically pleasing and refreshed experience that would still provide a user experience that maintained or exceeded conversion and engagement targets. We launched a newly designed personalized homepage for Chrome, featuring an evolved brand expression that introduced a more modern and welcoming language experience for potential and existing customers across 54 global locales.

A more personalized Chrome experience resonated with potential customers and better leveraged the enormous existing user traffic for retention. As a result, we saw significant improvement in annual desktop browser download conversion rate and increases in store visits for Chrome mobile download.