As user expectations for local search experiences continue to rise, traditional local ads are no longer sufficient. To address this, I designed a user-centric local ad format that leverages storytelling, Gemini-generative AI, and user-generated content to deliver personalized and engaging experiences about local businesses.

As user expectations for local search experiences continue to rise, traditional local ads are no longer sufficient. To address this, I designed a user-centric local ad format that leverages storytelling, Gemini-generative AI, and user-generated content to deliver personalized and engaging experiences about local businesses.

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Highlights

Immersive
personalized stories

Enabled local businesses tell their story and let the users lean back and get a comprehensive overview of the expected experience.

Structure/ User flow

Emphasizing the vibe, aesthetic, and offerings takes precedence in delivering impactful content.

Emphasizing the vibe, aesthetic, and offerings takes precedence in delivering impactful content.

Crafting a structured narrative not only streamlined the user experience but also minimized cognitive strain. By constructing narratives that mirror real-life journeys, I aim to enhance user engagement and create more immersive experiences.

Crafting a structured narrative not only streamlined the user experience but also minimized cognitive strain. By constructing narratives that mirror real-life journeys, I aim to enhance user engagement and create more immersive experiences.

Highlights with Gemini

Leveraging Gemini's NLP( Natural language processing ), extracted key insights and user sentiment from reviews, presenting them as concise and informative highlights or suggestions.

Through visual storytelling, I established a closer connection between service providers at a granular level, facilitating effective decision-making for users.

Through visual storytelling, I established a closer connection between service providers at a granular level, facilitating effective decision-making for users.

This approach provided a branded experience through a single, universal viewer while also harnessing the power of visual evidence to build trust.

Ad badging

Ad Creative
system


Ad Creative
system


I explored design options to scale for user intent and to support many advertiser types and sizes, motivated by increasing user value, user engagement, and showcasing more merchant details that help to tell the 'brand story.'

Designed to scale for user intent and to support many advertiser types and sizes with a motivation of Increase user value, Increase user engagement and Showcase more merchant information that helps to tell the "brand story".

Real stories from real people breathe authenticity into content, nurturing trust and relatability. When content mirrors the lives of regular individuals, it not only bolsters trust but also bridges the gap between experiences, making them feel attainable.

Ultimate and simple controls ensure effortless use at a comfortable pace.

Easy pathways to related content help users find what they're looking for.

A little bit on the why's

Behind the scene.

01.


Tough to connect the dots

01.
Tough to connect the dots

A lot of mental quilting to understand what the experience will be like

02.


Evolved rich content expectations

02.
Evolved rich content expectations

Users turning towards more visually forward experiences for intangible details missing on the placesheet that is critical to the decision-making process

03.

Uncertainty about what to trust

03.
Uncertainty about what to trust

Users seek subjective information and social proof that is required to find places that are a good fit for their individual needs

Attribution

Users told us that attribution is important for judging information quality, still need to explore/test across more use cases and content types.

Vertical vs Horizontal Scrolling

Vertical scrolling led to more swipes within the viewer for CUJs like inspiration and overall higher engagement, without unintentionally decreasing user satisfaction in the process.

Vertical vs Horizontal Scrolling

The simplest designs were seen by users as the most useful, however, an image alone is not enough. Certain intents require more density of visual and text information and until I am better able to understand intents I was careful about automatically applying a one-size-fits-all approach.

The Result

The Result

Local stories resonated with users. In our latest UX test with 800 participants, local stories proved valuable for user experience. They provided context for features, offered a structured narrative for complex tasks, added a human touch that fostered user connection, and were especially engaging when presented as moving images.

Let's talk numbers

Bouncing rate decreased by 38% in both food and service verticals.

Conversion rate increased ( Can not share the actual number here)

NPS & CSAT increased significantly.

Time-on-Task decreased specifically on food verticals.

Real local user testimonials

Eva H.

~ Survey Participant, Google Maps

What I mostly liked was the ability to see the location and details in visual form. Since this business was a restaurant, I appreciated the fact that you can see the reviews of the food along with a photo of the food itself.

Daniel Zeru

~ Survey Participant, Google Search

If I want to eat out then I usually do research on Yelp, Google, Facebook, and Instagram to check out restaurants that appeal to me.This feature is helpful because it will consolidate my research and make it much easier.

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