PRIMER

Primer is an experimental mobile app from Google aimed at busy startups to refresh their marketing skills. With their 5- minute lessons, you can learn new topics quickly, get practical advice, and even refresh yourself on marketing basics – all in a very visually beautiful and straightforward way.

THE CHALLENGE

How can we create a digestible and practical learning structure that equips an on-the-go mobile user with the tools to learn digital marketing?

MY ROLE

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THE PROCESS

Within Google’s Learn10x team, I sat as one of two product designers. Beginner and intermediate level marketing curricula were created by marketing experts and our own Marketing Lead. Our key targets were new school entrepreneurs.

The initial step required we established particular subjects that would launch in Beta. Selected entrepreneurs of small start-ups were interviewed and given a list of possible marketing topics. From this, we identified subjects business owners: were and were not familiar with; were interested in learning; and did not care to learn.

Based on the compiled list, we planned to launch with three comprehensive subjects, each containing four lessons. Each lesson began with a learning objective and a relatable real-life case study that provided examples.

The proposed user was then tested, at a later point in the lesson, through a series of quizzes. To draw emphasis on a particularly important scenario, an interactive brain teaser game was used. This emphasis presented a crucial point for the marketing lead, copywriter, and I to work closely and select the best interactive method to encourage optimal learning.

It took four months for the launch of Beta. In order to assure a timely release of the app, we worked in one week sprints that allowed us to spend a dedicated amount of time tackling an issue and creating a solution that would be released within the app. Among the issues addressed were: the application of organized feedback from our user testing sessions; app progression queues; UI elements (specifically, buttons and calls to action); and details within interactions.