Google · 2018–2019
Local trust without overstating the data
Emphasizing community and using the user's location to generate dynamic content.
Explore the graphic - My role
- UX Writer & Content Strategist
- Period
- 2018–2019
- Project focus
- UX writing · Localization
At a glance
The work in context.
The challenge
Local trust signals needed to reflect the data without overstating what it could tell us.
My contribution
Partnered with research on interviews and shaped the wording of dynamic local signals.
The takeaway
Precision matters: a booking count is not a count of unique people.
Emphasizing community and using the user’s location to generate dynamic content.
The challenge
The goal of this project was to leverage social data to build trust, and make the service feel as local as possible.
The work
Because this is language focused, I worked with UXR on questions for 13 interviews, and observed all the sessions.
The data isn’t finite enough to determine unique users, so we needed to avoid the word “people.” We were conscious not to create constraints that could potentially harm small businesses, who have fewer clients.
The language describes bookings without claiming a count of unique people.
Outcome
Several versions increased clicks in experiments.