A SHOPPABLE FILM

End Client: Google | Consultancy: Rehab | Role: Lead UX Designer

Summary

This is a showcase of a powerful initiative by Google to support Black-owned businesses during Black Friday season. By creating an interactive music video featuring shoppable products, I seamlessly blended entertainment with e-commerce, making it easy for consumers to discover and purchase from Black-owned businesses. This innovative approach not only drove sales but also raised awareness of Google's Black-owned business attribute across its platforms.

As the Lead UX designer on this project, I was given the responsibility to create an experience that was both engaging and effective in driving sales for these businesses.

Process & Results

  • Seamless Shopping Experience: I prioritised designing an intuitive and non-intrusive shopping experience within the video player. This involved subtle product highlighting, clear calls to action, and a streamlined consumer conversion process to minimize distractions and maximize SME sales.

  • Product Discovery & Curation: Focused on presenting a diverse and compelling selection of products from various Black-owned businesses. This involved collaborating with curators and employing effective filtering and search options to help users easily discover products that resonate with them.

  • Mobile-First Design: Ensured a responsive and optimized experience across all devices, with particular attention to touch interactions and mobile payment gateways.

  • Performance Optimization: To avoid disrupting the entertainment experience, I prioritized optimizing the video player and purchase flow for speed and efficiency, ensuring a smooth and seamless user experience even on slower connections.

  • Accessibility: I adhered to accessibility guidelines to make the experience inclusive for all users, including those with visual or motor impairments.

UX frameworks to analyse the overall experience

Detailed wireframes and user flows to define user interactions and experience

Promotional website design

  • The query “black owned shops near me” grew 610% during the week of Black Friday and Cyber Weekend. Searches for “black-owned businesses” more than doubled. And social conversation around Black-owned businesses increased 115% in posts and 83% in overall mentions.

  • The success of the 2021 campaign led to re-engagement with Google. I was personally involved again to the delivery of the 2023 Black Owned Friday by Google campaign (details of that campaign are shared in a separate case study)

Always important for your work to be appreciated by your team mates!

Successful website launch under hard deadlines due to Black Friday

Awards

The campaign won 2 x Cannes Gold Lions and 1 x Clio Grand Prix. We solved one of the most difficult UX challenges – creating an eCommerce product video that features products from Black-owned small businesses while not taking away the attention of the audience.

Overall Results

  • 7M+ YouTube views in the first two weeks – 11M+ in the first month

  • 55K hashtag engagements

  • 115% increase in social posts about Black-owned businesses

  • 1M+ visitors came to the Black-Owned Friday shoppable experience

  • Coverage in 60+ publications – with a 3.7B readership

Clio Award Grand Winner 2022 - Showcase