Google: Inspiring what comes next
Over a decade partnering with Google to define the future
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ClientGoogle
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IndustryTechnology
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Services
Turning emerging possibilities into products, strategies, and experiences that connect with people
Smart Design began working with Google at a moment when the relationship between people and technology was entering a new era. Following the launch of Google Assistant, Google sought to explore how AI could deliver novel value across ecosystems like Google Home and Maps.
Our earliest projects took us into homes and cities around the world to understand how a personal assistant could help across a diverse range of households and contexts. Over ten years, 15 teams, and 8 markets, our cross-functional work has expanded across more than 40 projects. Together, we’ve explored AI-enabled hardware and software, navigated questions of privacy and trust, unlocked opportunities across the Google ecosystem, and designed with care for kids and families.
While the technology and challenges are rapidly evolving, our approach has remained consistent: pair a deep understanding of people with thoughtful design to uncover opportunities that align with Google’s businesses and capabilities. Combining research, strategy, design, and hands-on experimentation, we’ve helped Google explore new opportunities, make informed decisions and bring ambitious ideas closer to reality.
Below we dive into five challenges we’ve tackled together.
01 When anything is possible, where should you place your bets?
Alignment across large organizations is challenging at the best of times, but with so many technical possibilities emerging and competition accelerating, Google faces increasingly complex decisions about where to invest and differentiate. Our work helps teams understand trends and emerging behaviors, match unmet consumer needs with compelling product benefits, and ultimately build conviction around a shared vision to guide investment.
How we helped
We developed a human-centered vision for future ambient and agentic experiences for Google’s Platforms and Devices team that is shaping their multi-year product, engineering, and marketing strategy.
02 What makes people switch brands and stay loyal?
Google is looking to grow in categories where competition is fierce and other brands have locked consumers into their ecosystems. This requires uncovering the specific benefits and drivers that will overcome people’s hesitancy to switch brands. Looking at competitors, trends, and consumer needs, we identify the features and micro-moments that matter to people over time. This helps align cross-functional teams so that the journey from awareness to loyalty is focused on the most compelling propositions.
How we helped
We partnered with Google to conduct a large-scale global research initiative to identify device experiences that motivate consumers to switch and remain loyal to the Pixel ecosystem. Through inspirational qual, global quant, and cross-org workshops, we provided PMs and PMMs with the critical evidence needed to differentiate the brand, capture market share, and align future feature development with targeted marketing claims.
03 How do you prototype products for behaviors that don't exist yet?
Google’s products are based on technology that everyday people have often not experienced. In order to truly understand whether their needs are being addressed we need to find ways to blend research and prototyping in creative ways. Across new form factors, commerce, learning, creativity, and agentic experiences, we make emerging possibilities tangible through prototypes, simulations, and hands-on research to help visionary ideas move out of the lab and onto a clear path to launch.
How we helped
Alongside the Google XR team, we conducted global research and co-design to explore the perspectives of both Glasses wearers and the people around them. Our work examined evolving expectations around privacy, trust, and social comfort in emerging wearable technology, helping Google shape responsible, so experiences.
04 How do you build intelligence people can trust?
As technology moves from simple statistical models to personalized multi-modal AI agents, questions around bias, representation, privacy, responsibility, and control become far more consequential. We help translate complex principles into practical, highly actionable guidelines that empower product teams to build responsible, trustworthy AI.
How we helped
We partnered with Google Research to develop an AI Responsibility framework and toolkit, helping product and policy teams translate principles of fairness, equity, safety, and data privacy into practical guidance. For a closer look at the framework, explore the highlights shared by Google Research following our collaboration.
05 How do you design responsibly for the next generation?
Emerging tech impacts how tweens, teens, and young adults form habits, identity, and relationships. We partner with Google to understand the evolving needs and behaviors of next generations, helping teams design experiences that support their development while anticipating the opportunities and responsibilities of emerging technology.
How we helped
With Google Research, we explored how generative AI is shaping learning and creativity among young people and professional creators. Through interviews and co-design with students, parents, educators, and creatives, we uncovered opportunities for more responsible, empowering AI experiences. Insights were translated into an interactive research microsite and animated video, with key findings later shared by Google in articles on GenAI in education and creative practices.
Here's to the next ten years
By grounding cutting-edge technology in deep human understanding, our partnership has enabled Google to move from open-ended, emerging questions to actionable, strategic direction for its biggest bets. Designing for what’s next means keeping human nature at the center. We’re excited to continue shaping a positive, optimistic vision for the next ten years together.
Let’s design a smarter world together
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When anything is possible, where should you place your bets?
Alignment across large organizations is challenging at the best of times, but with so many technical possibilities emerging and competition accelerating, Google faces increasingly complex decisions about where to invest and differentiate. Our work helps teams understand trends and emerging behaviors, match unmet consumer needs with compelling product benefits, and ultimately build conviction around a shared vision to guide investment.
How we helped
We developed a human-centered vision for future ambient and agentic experiences for Google’s Platforms and Devices team that is shaping their multi-year product, engineering, and marketing strategy.
