Google Guides

Background

In 2016, Google experimented with opening a handful of branded retail locations—Google Shops. This was their first foray into the world of storefronts, and their goal was to create a space for customers to experience Google's hardware in an environment that felt uniquely Google.

Challenge

Google wanted to staff their shops with premium sales associates—Google Guides—that could properly represent Google's service and product vision.

Since Google was new to physical retail, they weren’t sure what the key characteristics of a sales associate were. All they knew was that they wanted these associates to be able to help customers in-store with anything: from product demos to purchases.

Our approach

To help Google identify and create the perfect retail sales associate, our team completed the following:

• Persona development powered by rapid research and user/stakeholder interviews
• Created a strategic vision for Google’s future retail sales associates (Google Guides)
• Held ideation sessions and workshops with clients to develop a Google Guide training program
• Wrote copy for and designed all training program materials, both physical and digital
• Planned and executed a three day, in-person training event in Toronto, CA for the first 40 sales associates
• Designed additional swag for in-person training to create a uniquely Google experience

Outcomes

Google saw an increase in customer NPS and sales of Google products whenever a customer interacted with Google Guides. Specifically, early tests indicated that Google Guides were able to drive a 75% increase in purchase intent compared to normal retail sales associates.

Several months later, the program was expanded to include two new cities outside of Canada: New York and Los Angeles. In addition, future iterations of the onboarding program were expanded to last 10 days instead of three.

Project samples & additional details

The day before in-person trainings, Google Guides received a welcome card summarizing what they should expect to learn.

Each Google Guide received a custom tote filled with stickers, notebooks, and more.

In one activity, Google Guides were challenged to watch premium sales associates in other stores (identified in custom-designed maps of their city) and report what they learned to the larger group.

Upon completing in-person training, Google Guides were given a condensed pocket guide of the key steps to follow when selling each product.

Google Guides would routinely receive new training materials (e.g., flash cards to share with coworkers, digital fact sheets on new product features, etc) after in-person training was completed.