Google Primer
Services
Product & Experience Design
Content & Creative
Client
Google Primer
Year
2017
Credits
We dug into how small business owners actually learn — the shortcuts they take, the questions they ask, the points where they lose momentum — and rebuilt the curriculum as a clear, modular journey rather than a loose pile of content. We reorganized lessons into logical sequences, created pathways based on business maturity and goals, and redesigned the experience so each step flowed naturally to the next. The outcome was a learning system that felt simple, supportive, and motivating: a structure that reduced drop-off, boosted comprehension, and made Google My Business feel like a natural next step rather than an extra task.
Process:
Research: Analyzed behavioral patterns across the existing curriculum & identified points of confusion, friction, and drop-off
Content Restructure: Grouped content by themes, outcomes, and effort & created new conceptual frameworks for sequencing and pacing
Design & UX: Designed modular tracks aligned with user behavior and business maturity & introduced wayfinding, progress tracking, and lightweight personalization
Result: A win-win. Engagement increased because the content was organized, digestible, and relevant. Users felt more supported, and Google gained a clearer path to long-term product engagement.
Info
Google created a free education hub to help small business owners learn essential skills — and to introduce them to Google My Business tools early. But as content ballooned from a handful of lessons to over 100, users got overwhelmed. Lessons were not sequenced, and users looking to truly learn how to improve their business struggled. The benevolent free tool meant to empower small businesses was accidentally exhausting them. We partnered with Google to rethink the entire learning ecosystem from the ground up.
