Brand, Digital experience, design system

Android

Digital experience redesign

Overview

Android is the number one mobile brand in the world.

Goal

Create a world-class website to Android's global user base that aligns with the way existing consumers think, shop, and buy in order to drive retention, build repurchase intent, and shift safety perceptions. Switching from a b2b to consumer lead experience.

My role

Sr. Visual designer.
Huge Inc.

Creative Team

Tom Kershaw - Creative director. Melissa Castaño - Visual lead.
Darin Spicer - Sr. experience designer.

User centered, personalized and fully Interactive

The work spanned the entire site experience: from architecture and strategy to a fully reimagined mobile-first digital experience. We redesigned Android with a focus on improving discoverability and driving product adoption and device referrals. In addition, tailored personalized pathways of discovery across iOS & Android users which helped overall efficiencies.

Link to site ➹

➹ Photography Art direction.

Art direction

Leveraging Android UI's personalization, we built a flexible color system and vibrant brand identity, using authentic photography to showcase real-life moments and capture attention.

The main theme of the photography style was to capture the vibrancy and authenticity of the world, with a focus on natural, everyday moments. To achieve this, our team aimed to steer clear of staged or studio-like images, opting instead for candid shots that felt human and relatable.

➹ Color palette. Variable color depending on image.

➹ Droid - The bot is open access to everyone no matter who they are, where they are, or what tech they’re using to develop. It represents this diversity.

My contributions

I worked on the redesign from its early stages and I managed to co-create with the team over 10 different pages, including some of the key differentiator pages like Homepage, Android 14, Why Android, Productivity, among others. I worked hand by hand with creative directors, visual lead, UX, motion, strategy and tech teams to develop creative concepts and push the boundaries on every brief.

I worked from discovery and conceptualization, to execution, detailing handoff and setting best practices.

I presented work to internal GCDs and CDs as well as to different stakeholders and clients. I also lead the creation of the Android Contour DS and took complete ownership of certain pages with little overview.

➹ Android. Webpages overview on mobile.

➹ Android 14. This page was a pillar to the re-design allowing us to create new immersive components, playful brand moments, and personalized paths for users.

➹ Android desktop overview. On every page we also pushed the creative work to include animation and movement when possible.

"I could not be more proud of the work the team has done and Viviana played a key role in the development of the brand expression along with a design system, that is the envy of lots of other teams. Thank you Vivi for your hard work."

- Patrick Lendrum, Group Creative Director

Android Contour DS

Android Contour DS is a best-in-class system of flexible components and capabilities, designed to promote rich, story-led, high-impact brand experiences.

‍I led the creation of the DS, setting the structure to follow, overviewing the team in the construction and creating components along with them, auditing the dev repository and consolidating rich documentation and samples.

‍It has become the source of truth for several creative agencies. Its construction reduced times by 75% for handoffs, improved design page creation by 40% and made 50% faster page builds from a development perspective.

➹ Android Contour - Component library

➹ Android DS - Overview.

Redesign success

The redesign was a complete success. We have improved engagement on site by 38%. This is users who are actively spending time on site and viewing content on the site. Specifically looking at redesign work, we have seen a 17% lift in primary conversions this includes driving users to download key Android features or motivating them to purchase a device by directing them to our referral sites.

In addition, as a part of redesign, we committed to improving speed to market by the introduction of new and scalable design system. This helped us achieve a 50% faster page build impacting overall our team efficiencies.

🏆 We also got awarded with 🏆Best Mobile visual designby the Webby awards
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🏆 And 🏆Silver & People's choiceby Creativepool Annual Awards

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Learnings.

Team work & collaboration.

Successful design requires collaboration, testing, and close communication to build long-lasting partnerships.

Go beyond.

I tried my best to go beyond. Iterate and build ideas up. Present several proposals and defend their rationale led to push the creative work beyond what was even escoped.

Problems need solutions. Processes too.