Danny Balgley
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Google - Local Search

 

Google Local Search

Within a search context "local" refers to the ways in which we surface, present and interact with places or place entities. It’s also the largest search vertical…..taking up around 30% of all searches (meaning 1 out of 3 searches will encounter "local" UX patterns.) It’s a framework that supports 850 million daily queries and it is everything from discovering a restaurant to finding a gas station to get you there. While on the Local UX team, my team and I were tasked with maintaining, enhancing and chaperoning the UX ecosystem system and supporting it across 30 different verticals. Below is a selection of projects/launches I participated in while on the team. 

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Transactions on Google

 

Google was interested in crafting end-to-end transactional experiences within placesheet, believing it would not only help address unmet user needs, but also help drive re-engagement of core products. The place page was a compelling entry point for this experience as it enabled users on Search and Maps to both discover availability and complete the booking action. Adding transaction capabilities is also a part of a larger effort to modernize the place page.  On the UX side, we were tasked with aligning existing patterns, refining any design overlap and extending patterns to the point at which they could be scalable across 30+ vertical teams. This required a lot of research into existing Google products, doing a full audit of existing UX flows, and collaborating with vertical specific UXers on their team needs. The resulting framework offers users a consistent and easy to user experience booking through placesheet. The first roll-outs were for fitness and beauty, but will be fast followed by dining and hotels. More to come…

 

UX TEAM – Alex Lakas, Danny Balgley 

ENG TEAM – Eric Wheeler and team

PM – Alex Russell, Sara Torti

 

Existing Pain Points

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Poor Visibility
Each vertical has a different entry point style and location on the placesheet. 

Inconsistent patterns
Provide an intelligent, cohesive experience across intents & surfaces

Lack of context
Provide more context to users. Do our best to prep and guide them through the process

 
 
 

Sketches, Gray boxes & Wires

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