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Google Ads Content Design System

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Google Ads Content Design System

Google
2022

Google Ads Content Design System

Client: Google, Google Ads scaled support team

Project date: 2022
Industry: Technology
Services provided: Art direction, UX support, project management

Project Description

Developed and implemented the Content Design System (CDS) to provide clear guidelines, tools, and governance for creating consistent and effective Google Ads support content across various platforms and surfaces.

Project Objective

Improve customer experiences and reduce support escalations by enabling content creators to build consistent, organized, and high-quality support content that drives positive customer outcomes.

Challenge

  1. The google Ads scaled support centers lacked consistency and organization, leading to user dissatisfaction, high task abandonment rates, and increased support contacts.

     

  2. Content creators expressed a strong need for comprehensive guidelines and tools to improve content quality and consistency.
  3. There was a lack of cohesion and knowledge sharing among internal content creators due to the absence of a centralized source-of-truth for content governance and process.

Task

Develop and implement a comprehensive Content Design System (CDS) to create a visually appealing and user-friendly style guide that would enhance content creation, improve user experiences, and provide clear governance and style recommendations for Google Ads content.

Domain knowledge: Multimedia and Education guidelines

Action

  1. Establishing style guidelines: Defined tone and voice, editorial style, edit rules, and other standards to ensure consistency and quality across content.
  2. Developing a component library: Created a library outlining how and where article components are used, promoting modularity and efficiency in content creation.
  3. Designing article templates and content models: Streamline content creation and maintain consistency across the support surfaces.
  4. Defining content and design principles: Established overarching principles to guide content creation and design, ensuring a cohesive and user-centric approach.
  5. Integrating multimedia guidelines: Included best practices for multimedia usage, enhancing the visual appeal and effectiveness of the content.

By implementing these elements, I aimed to create a visually compelling design system that fosters a robust content management system, ultimately leading to exceptional customer service and a world-class help center.

Results

The team ensured the successful implementation and ongoing management of the Content Design System by:

  • Building internal guidelines on a centralized and accessible resource for all internal teams.
  • Implementing Analytics to track usage and gather insights for continuous improvement.
  • Providing documentation, clearly outlining the site’s purpose, and guidance
  • Facilitating adoption by providing training materials and a BAU plan to support operationalizing the site and ensure smooth adoption across teams.
  • Establishing Maintenance Processes to keep guidance up-to-date and relevant.
  • Established program metrics and planned for a post-launch readout to assess impact on content quality, consistency, and user experience.

These actions demonstrate a comprehensive approach to implementing and managing the CDS, ensuring effectiveness and its  long-term success.

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