‘Key Selling Point’ Modules on Google Store pages

Google

Introduction —
I proposed a reusable framework for Key Selling Point modules, the primary component used in Google Store Product Detail pages to inform and educate users about products. The KSP module is integral to persuading customers to convert early in the purchase funnel.

Role, Duration, Platform —
Design Lead, 3 months, Web


Team —
UX Manager, Engineering, Publishing, G2M, and Creative Teams


Contribution —
UX Design, Product Strategy, Visual Design, XFN Leadership

Problems —
Business: KSP modules were increasing business costs and resourcing due to their custom and bespoke execution per product launch.
Users: Users were struggling to differentiate products amongst Product Detail Pages because KSP modules appeared too similar.


Context —

• UX team historically not a stakeholder of marketing pages

• Significant tension between Marketing and Engineering teams: Build
pages using Reusable vs. Non-reusable components

• No requirements provided or defined


Outcomes —
⭐️ Defined a scalable content strategy and component framework
approach that is still used 4 years later
⭐️ Critical page strategy alignment amongst XFN teams
⭐️ Increased internal workflow efficiency among XFN teams

Original KSP Module

Example KSP Modules using proposed framework

Process Highlights —

I conducted extensive XFN interviews, competitive analysis, and internal audits to uncover a more holistic project scope and develop my own near-term requirements

Process Highlights —

I examined old and current KSP modules to understand product messaging patterns to further inform requirements

I discovered a consistent parent-child information anatomy that established a foundational solution base for my proposal

Process Highlights —

I arrived at an initial module framework that consisted of 6 versatile compositions that created page flow flexibility and more options for product storytelling

Solution

In combining different iterations of each base composition, product detail pages could achieve a great amount of visual variation and differentiation. Below are examples of how the same KSP content could appear, utilizing differing base compositions.

Result

This solution garnered excitement from many of our stakeholders given the current amount of resources dedicated to conveying KSPs. But, because a solution like this required alot of coordination, the fruits would not be evident for at least another year.

Given the trajectory of it’s impact, program managers estimated a significant reduction in engineering and overall marketing efforts by the end of 2024.

Next steps

Largest issues in development:

  • Stress-testing the scalability of the system

  • Build timelines for eventual delivery

  • System terminology

  • Parallel desktop iterations

  • Base module concepts

  • Content guidelines and scope

  • Module usage rules and guidance

  • KSP tier methodology

  • Reusable motion property scope and feasibility

  • Visual design

  • Creative asset considerations