The Team

Keilani Mansfield (Experience Designer)
Limah Taeb (Experience Designer)
Yanci Wu (Experience Designer)

My Role

Insight
Concept Ideation
Booth Videos
Social & YouTube & Hangouts Components
Product Design (Passport)

Insight

What do you do when we have a question? You ask. You Google. Well, we asked some questions on Google, but before we even finished typing, Google already completed the questions for us based on the search frequency in that area.

Opportunity

While Auto-Complete helps us speed up the search process, it is perpetuating racial stereotypes to some extend. So we asked: can Google do something about it? What if Google can simply embrace the data, surface the questions, and see what people have to say?

PART 1 – campaign

#BreakTheBarrier

Video Booth

These video booths will pop up in high traffic areas of major cities, such as Times Square. It will display the most searched questions about each country in that region in real-time. Passengers can opt into the booths and share their voice by recording a short video clip.

We hope that people will tackle the questions in different and creative ways. The answers can be factual, inspirational or funny…there’re no right answers. The purpose it to surface what people are already curious about and drive conversations with human voices and stories.

Social Media Sharing

After recording, participants can share the videos to their social networks instantly, and start conversations with their friends, families and followers. Some of the videos will be featured on the #BreakTheBarrier Channel on YouTube. We will also encourage YouTube starts to join the movement by creating relevant content.

Campaign Microsite

On the #BreakTheBarrier microsite, anyone can join the conversation by recording video clips using webcams.

Gamified Hangouts Experience

Since our campaign is about using real human voices and videos to combat racial stereotypes, we see an opportunity for Google to use Hangouts as a platform, and run a limited-time gamified experience that allows people from all over the world who want to learn about other cultures to have a face-to-face hangout! This experience will not only take the #BreakTheBarrier initiative to the next level, but will also drives more awareness for Hangouts.

PART 2 – PRODUCT DESIGN

PASSPORT

SEARCH. INFORMATION. SOCIAL MEDIA

We learn about the world through textbooks, media and Google. When we type in a question on Google Search, such as “why do Muslims wear hijab?” we get the answer quickly through featured snippets or knowledge cards. But factual information is not what’s lacking today; what’s lacking are emotions and empathy. So we asked: what if we can help people around the world better understand each other through the lens of human experiences?

People have the desire to share and to be connected, and that’s why many us are addicted to social media. But today, we have become aware that social media can limit our perspective and trap us in echo chambers. While most major social platforms are designed to connect friends and families with global capabilities, none of them are global-first. We saw the opportunity for Google to introduce an alternative social platform that was designed to connect the world.

Identity Design

LOGO

Each country has its own passport. It stands for our identity and nationality. We wanted to create a universal passport that enables everyone to experience the world equally, so we designed a globe for the cover, which is also the shape of the main navigation system – the Wheel. The concept behind the identity is tied to the higher mission of the platform, which is dissolving borders and connecting citizens of the world.

COLORS

The three main colors are derived from Google’s material design color palette. They are bold, vibrant yet comforting, which helps to set the tone of the platform – positive, inclusive and inspiring.

Process

The process can be categorized into four stages:

1. Identifying the problem:  racism + shallow social media
2. Establishing the goal: create an inclusive social platform to combat racism
3. Designing the experience: media modality of content feed, formula of content creation, navigation system, user-to-user interactions
4. Designing the look and feel: naming, logo design, color palette

DESIGN – FIRST ITERATION

DESIGN – SECOND ITERATION