Google Store
2026
Bringing the connected AI system to the world
Repositioning a legacy tech company for the future.
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Overview
What might a future with AI connected devices look like?
As a Senior Designer embedded on the Google Store team, I led end-to-end visual and experiential design for campaigns, product launches, and design-system-driven improvements. My work strengthened Google’s position as the leading AI hardware ecosystem for curious switchers, trendsetters, and future-focused users.
Goal: Increase conversion, build loyalty, and define a cohesive story for the AI-connected future across global markets.
Challenge: How could Google Store tell its story in a way that attracts new customers, differentiates the Pixel ecosystem, and eliminates the final switching hesitation for existing iOS users?
Why Pixel?
Trustworthy, Highly Personalised, and the Practical Choice
Users visit Google Store to discover something new and evaluate switching options.
Trendsetters prioritise value, differentiation, and future-ready tech.
Material 3 enables personalised experiences, aligning with emerging trends in web3 and decentralisation.
Main gap: removing the final hesitation and making the switch to Google feel effortless and exciting.
Goal: Showcase Pixel features that create an easy “yes” for new users.
User Research
The Tech Adventurer and The Curious Switcher
Millennials represent the largest demographic of Pixel users.
42% of Pixel buyers visit Google Store pre-purchase; for iOS switchers, this rises to 56%.
Users are motivated by differentiation, tech efficiency, and trendsetting.
Understanding these metrics were key in our page design strategy, copy, and visual approach.
Campaigns
Wicked: for Good & New Year New You (2026)
Wicked: For Good
As Google Store's first major partnership, I led creative direction and design alongside 2 other Senior Designers.
Designed the partnership page for Pixel Drops magazine to integrate Material 3 personalisation themes with the film's campaign storytelling.
Result: Partnership successfully introduced co-branded content that increased engagement and feature exploration.
This promoted the film and also helped position the Pixel ecosystem as fully customisable and personalised to each user, driving home a more emotional and empowering user experience across the Google brand.
New Year, New You
I led the page design for the "New Year, New You 2026" cross-functional campaign promoting Pixel Watch, FitBit, and Buds.
Designed flows targeting user goal achievement, leveraging personalisation to increase feature adoption and engagement metrics.
Timed launch for the new year, to help people reach their ideal selves and fitness levels.
This campaign was meant to give the Watch, FitBit and Buds more space to shine and be promoted, as Pixel phones are usually given more prominence during the year.
Pixel 10a
A New Era of Personalisation
Pixel 10a launch
Designed the launch experience for the Pixel 10a device, highlighting the new Camera Experience, embedded Google AI / Gemini Agent, and improved durability.
Collaborated with Project Managers, Engineers, and Product Marketing to ensure end-to-end alignment and feedback communications.
Strategically framed features to reduce switching friction for iOS users and improve conversion confidence.
The Pixel 10a represents a more budget-friendly option to the Pro or 10, providing enhanced features at an affordable and "easy to switch" price.
Material 3 & Infinity Design System
Leveraged Google's Material 3 design system flexibility to create highly personalised experiences for diverse users.
Future-proofed Google Store as a complete AI ecosystem in a world that is moving towards decentralisation and tech personalisation.
Ensured designs support product-led growth, improve discoverability, and reinforce user trust and overall confidence in Google as a future-ready brand.
Set a new standard and creative direction for future Pixel launches
Outcome
Enabling users to explore and discover the Pixel ecosystem at their own pace, building trust and increasing confidence in switching over.
Summary of updates
Improved clarity and feature discoverability, supporting product-led growth principles.
Positioned Google Store as a future-forward, personalised AI commerce experience, influencing global design standards across campaigns and launches.
Led end-to-end visual and UX design strategy for campaigns, launches, and design-system integration.
Shaped cross-team decisions on design delivery process, visual themes of personalisation, overall messaging, and experience flows.
Mentored and supported other designers on design system best practices, process efficiency, and strategic thinking, elevating the bar for the Google Store team.
I look forwards to watching how hardware AI ecosystems unfold, and how future competitors differentiate from Google Store.
