Add a feature: Google My Business

Project brief:
Analyze an already existing and highly adopted app and incorporate a new feature into the existing product. The feature you develop will be based on an area of functionality to be explored and user research.

Device: iOS or Android app.

I got to work on Google My Business feature.

Google My Business is a free tool that lets you manage how your business appears across Google Search and Maps. As well as letting potential customers know the physical location of your business, a Google My Business listing will increase your visibility online. When customers search for your business on Google, information shows in a box that appears in their search results, known as a Knowledge Graph. This includes your business name, location, business hours and customer reviews. This article will explain the benefits of Google My Business and how to create an account.

My task was to create a feature so that the user can share their business on Instagram and get more reviews on Google.

First step is always research

I defined the main questions with Lean UX canvas. My target group were business owners. For the quantitative research, I reached out to the people I know that own a business and I shared the survey on LinkedIn. 15 participants responded to my survey. Some of the data that I found interesting was:

→ 60 % of participants have a Google My Business account

→ 60% share their business on Instagram

→ 33% of participants have “business profile” on Instagram.

That indicates that the users would likely benefit from the Google My Business feature.

Survey pie chart

After that I interviewed 3 people who did the survey and one of the interesting points were that people want to have an Instagram story feature.

I organized the data into affinity diagrams and highlighted some pain points: the users want an easier way to improve star rating of their business ; the users need to get more visibility for their business on Google, but they struggle with that because they can’t share their business on Instagram.

Other information that may not necessarily be useful for this feature, but I find interesting regardless : the users want more precise performance results and easier way to manage opening hours of their business.

With How-Might-We statements, I narrowed down the most important points: How might we help the business owners get more Google reviews for their business? How might we incorporate the Instagram sharing feature on Google My Business?

User Persona

To empathize better with the user I created an empathy map and a user persona that corresponds to the research data: average age of the participants is 29–30 years old, 67 % are female, 40 % live in France. My user persona, Élodie Durand recently opened a small vegan shop and wants more people to know of it, so she needs to get more people to review her shop on Google.

Competitive analysis & SWOT analysis

Key takeaways from the competitive analysis are that Google My Business has the most sharing options because most of the competitors focus on sharing only on Facebook and Twitter and sometimes on LinkedIn. There are no sharing options for Instagram. Google My Business has already an option to share business on Instagram as a direct message.

Define — the problem, what the feature will be

To define my feature, I used Moscow method. First, the features that are interesting to think about but won’t be added for now are : improvements on a direct message sharing option and option to share as an Instagram post. What this project must focus on is a feature for an Instagram story (like mentioned previously in qualitative research part).

The main idea:

The Instagram story feature, was inspired by possibilities of adding different types of components on Instagram story, like questions, location and music. I came up with an idea of a feature in two styles for sharing business on story.

User Flow for the feature, in purple : Instagram User Flow

I created low fidelity prototype and mid fidelity prototype to visualize my idea:

Low fidelity prototype
Mid fielity prototype

I tested the mid fidelity prototype on Useberry:

8 out of 10 participants completed the test, average time was 54 seconds.

Useberry testing

Before jumping into high fidelity prototyping, I had to get familiar with Google design guidelines which is Material design. It’s a design language developed by Google in 2014. Some of the main principles are : Bold, graphic and intentional; Motion provides meaning.

High fidelity prototype

To conclude, the individual project was a great opportunity to learn what are my strengths and weaknesses, where I could improve.

Until the next time!🤗

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