Google Ads & Sales
Apr 2019 - Jul 2021
Created a scripting platform for developers to build automated dashboards and collateral templates (sheets, slides) used for upselling customers and plan effective marketing strategies
Background
Advertisers and sales teams at Google need collaterals (pitch decks, sheets) to drive client conversations and deliver important reporting data. Producing these data heavy collateral takes over a quarter of their time that could be spent with clients to drive revenue. Our aim was to reduce time to create these collaterals and gain efficiency.
During my time in Ads UX, I focused on creating a more human experience for developers and advertisers to shorten user journeys, turning a complex data-heavy tool into a well-loved platform with assistive workflows. While I cannot share all of my work, here are some of my projects I was the lead designer on:
Advertisers and sales teams at Google need collaterals (pitch decks, sheets) to drive client conversations and deliver important reporting data. Producing these data heavy collateral takes over a quarter of their time that could be spent with clients to drive revenue. Our aim was to reduce time to create these collaterals and gain efficiency.
During my time in Ads UX, I focused on creating a more human experience for developers and advertisers to shorten user journeys, turning a complex data-heavy tool into a well-loved platform with assistive workflows. While I cannot share all of my work, here are some of my projects I was the lead designer on:
Advertisers and sales teams at Google need collaterals (pitch decks, sheets) to drive client conversations and deliver important reporting data. Producing these data heavy collateral takes over a quarter of their time that could be spent with clients to drive revenue. Our aim was to reduce time to create these collaterals and gain efficiency.
During my time in Ads UX, I focused on creating a more human experience for developers and advertisers to shorten user journeys, turning a complex data-heavy tool into a well-loved platform with assistive workflows. While I cannot share all of my work, here are some of my projects I was the lead designer on:
Advertisers and sales teams at Google need collaterals (pitch decks, sheets) to drive client conversations and deliver important reporting data. Producing these data heavy collateral takes over a quarter of their time that could be spent with clients to drive revenue. Our aim was to reduce time to create these collaterals and gain efficiency.
During my time in Ads UX, I focused on creating a more human experience for developers and advertisers to shorten user journeys, turning a complex data-heavy tool into a well-loved platform with assistive workflows. While I cannot share all of my work, here are some of my projects I was the lead designer on:
Developer platform
A standalone scripting IDE for developers to build a template in slides or sheets and publish to an internal CRM.
Report creation tool
Quickly generate a collateral (pitch or report) using real-time data. This flow is built into an internal CRM.
My role
The challenge — Complex developer workflows
PARC Author is Google’s scripting platform for developers build templates used by sales teams for upselling. This is a highly-technical IDE used by scripters around the globe to code, debug, and test. Historically, workflows had been time-intensive, prone to human-error, and fragmented across multiple developer tools.
This was the opportunity to simplify multi-step workflows, provide a visual interface, improve the information architecture and prioritize features while also keeping the competitive edge.
PARC Author is Google’s scripting platform for developers build templates used by sales teams for upselling. This is a highly-technical IDE used by scripters around the globe to code, debug, and test. Historically, workflows had been time-intensive, prone to human-error, and fragmented across multiple developer tools.
This was the opportunity to simplify multi-step workflows, provide a visual interface, improve the information architecture and prioritize features while also keeping the competitive edge.
PARC Author is Google’s scripting platform for developers build templates used by sales teams for upselling. This is a highly-technical IDE used by scripters around the globe to code, debug, and test. Historically, workflows had been time-intensive, prone to human-error, and fragmented across multiple developer tools.
This was the opportunity to simplify multi-step workflows, provide a visual interface, improve the information architecture and prioritize features while also keeping the competitive edge.
PARC Author is Google’s scripting platform for developers build templates used by sales teams for upselling. This is a highly-technical IDE used by scripters around the globe to code, debug, and test. Historically, workflows had been time-intensive, prone to human-error, and fragmented across multiple developer tools.
This was the opportunity to simplify multi-step workflows, provide a visual interface, improve the information architecture and prioritize features while also keeping the competitive edge.
Defining critical user journeys
The team had a wealth of ideas but were lacking a cohesive vision and roadmap to bring them all together. In order to truly make an impact, we needed to have a clear understanding of our customers and their needs. So, I took the initiative to document end-to-end user journeys (with a11y) that would guide development of new features.
This was received well - engineers and PMs began to use the user journey framework in their PRDs, OKRs, and design documents, which helped to ensure that we were always putting the needs of our users first. I also started weekly product syncs where we could share ideas, align on priorities, and brainstorm together.
The team had a wealth of ideas but were lacking a cohesive vision and roadmap to bring them all together. In order to truly make an impact, we needed to have a clear understanding of our customers and their needs. So, I took the initiative to document end-to-end user journeys (with a11y) that would guide development of new features.
This was received well - engineers and PMs began to use the user journey framework in their PRDs, OKRs, and design documents, which helped to ensure that we were always putting the needs of our users first. I also started weekly product syncs where we could share ideas, align on priorities, and brainstorm together.
The team had a wealth of ideas but were lacking a cohesive vision and roadmap to bring them all together. In order to truly make an impact, we needed to have a clear understanding of our customers and their needs. So, I took the initiative to document end-to-end user journeys (with a11y) that would guide development of new features.
This was received well - engineers and PMs began to use the user journey framework in their PRDs, OKRs, and design documents, which helped to ensure that we were always putting the needs of our users first. I also started weekly product syncs where we could share ideas, align on priorities, and brainstorm together.
The team had a wealth of ideas but were lacking a cohesive vision and roadmap to bring them all together. In order to truly make an impact, we needed to have a clear understanding of our customers and their needs. So, I took the initiative to document end-to-end user journeys (with a11y) that would guide development of new features.
This was received well - engineers and PMs began to use the user journey framework in their PRDs, OKRs, and design documents, which helped to ensure that we were always putting the needs of our users first. I also started weekly product syncs where we could share ideas, align on priorities, and brainstorm together.
One of the most impactful things I did was facilitating a customer empathy workshop with over 20 participants from various teams, including Engineering, PM, UX, and Sales. I was responsible for organizing teams, recruiting participants, creating questionnaires, and coordinating overall event. The goal was simple — ensure that everyone on the team had a deep understanding of our customers' needs and pain points, which helped to inform our development efforts and ultimately led to a better product for our users.
One of the most impactful things I did was facilitating a customer empathy workshop with over 20 participants from various teams, including Engineering, PM, UX, and Sales. I was responsible for organizing teams, recruiting participants, creating questionnaires, and coordinating overall event. The goal was simple — ensure that everyone on the team had a deep understanding of our customers' needs and pain points, which helped to inform our development efforts and ultimately led to a better product for our users.
One of the most impactful things I did was facilitating a customer empathy workshop with over 20 participants from various teams, including Engineering, PM, UX, and Sales. I was responsible for organizing teams, recruiting participants, creating questionnaires, and coordinating overall event. The goal was simple — ensure that everyone on the team had a deep understanding of our customers' needs and pain points, which helped to inform our development efforts and ultimately led to a better product for our users.
One of the most impactful things I did was facilitating a customer empathy workshop with over 20 participants from various teams, including Engineering, PM, UX, and Sales. I was responsible for organizing teams, recruiting participants, creating questionnaires, and coordinating overall event. The goal was simple — ensure that everyone on the team had a deep understanding of our customers' needs and pain points, which helped to inform our development efforts and ultimately led to a better product for our users.
Picking the low-hanging fruit
In my first few days of joining, I focused on some easy solutions that would give us quick wins and help build momentum. I created various states for the header to enhance the information architecture and navigation. I conducted an audit to make the language clearer and improve explainability across entire tool. Additionally, I revised the CTAs and ensured that key actions were easily discoverable.
In my first few days of joining, I focused on some easy solutions that would give us quick wins and help build momentum. I created various states for the header to enhance the information architecture and navigation. I conducted an audit to make the language clearer and improve explainability across entire tool. Additionally, I revised the CTAs and ensured that key actions were easily discoverable.
In my first few days of joining, I focused on some easy solutions that would give us quick wins and help build momentum. I created various states for the header to enhance the information architecture and navigation. I conducted an audit to make the language clearer and improve explainability across entire tool. Additionally, I revised the CTAs and ensured that key actions were easily discoverable.
In my first few days of joining, I focused on some easy solutions that would give us quick wins and help build momentum. I created various states for the header to enhance the information architecture and navigation. I conducted an audit to make the language clearer and improve explainability across entire tool. Additionally, I revised the CTAs and ensured that key actions were easily discoverable.
Unifying data into a single ‘catalog’
One of the problems users were facing were finding and learning about data sources required to create a template. This effort had no PM support, I stepped in to lead UX last-minute, delivered detailed mocks in less than 2 weeks, while working closely with engineers to identify usability issues and provide visual design support.
I proposed a UX framework and secured leadership investment for a new "plug and play" library that allows users to browse, search and insert template code in a quick and efficient way, saving significant development time.
One of the problems users were facing were finding and learning about data sources required to create a template. This effort had no PM support, I stepped in to lead UX last-minute, delivered detailed mocks in less than 2 weeks, while working closely with engineers to identify usability issues and provide visual design support.
I proposed a UX framework and secured leadership investment for a new "plug and play" library that allows users to browse, search and insert template code in a quick and efficient way, saving significant development time.
One of the problems users were facing were finding and learning about data sources required to create a template. This effort had no PM support, I stepped in to lead UX last-minute, delivered detailed mocks in less than 2 weeks, while working closely with engineers to identify usability issues and provide visual design support.
I proposed a UX framework and secured leadership investment for a new "plug and play" library that allows users to browse, search and insert template code in a quick and efficient way, saving significant development time.
One of the problems users were facing were finding and learning about data sources required to create a template. This effort had no PM support, I stepped in to lead UX last-minute, delivered detailed mocks in less than 2 weeks, while working closely with engineers to identify usability issues and provide visual design support.
I proposed a UX framework and secured leadership investment for a new "plug and play" library that allows users to browse, search and insert template code in a quick and efficient way, saving significant development time.
Simplifying code reviews and testing
Through UX research studies we discovered areas where users were struggling with tedious manual tasks such as switching between multiple tools for code reviews and testing their code.
I designed several low fidelity options with users and proposed new streamlined code review + testing flows to minimize context-switching. Testing related tasks were reduced from an 8-step process to just 3, resulting in ~45% time savings.
Through UX research studies we discovered areas where users were struggling with tedious manual tasks such as switching between multiple tools for code reviews and testing their code.
I designed several low fidelity options with users and proposed new streamlined code review + testing flows to minimize context-switching. Testing related tasks were reduced from an 8-step process to just 3, resulting in ~45% time savings.
Through UX research studies we discovered areas where users were struggling with tedious manual tasks such as switching between multiple tools for code reviews and testing their code.
I designed several low fidelity options with users and proposed new streamlined code review + testing flows to minimize context-switching. Testing related tasks were reduced from an 8-step process to just 3, resulting in ~45% time savings.
Through UX research studies we discovered areas where users were struggling with tedious manual tasks such as switching between multiple tools for code reviews and testing their code.
I designed several low fidelity options with users and proposed new streamlined code review + testing flows to minimize context-switching. Testing related tasks were reduced from an 8-step process to just 3, resulting in ~45% time savings.
Graphical visualization of code
Developers were spending nearly 30% of their time debugging code. I worked closely with engineers, PM, and created a solution to view template code in a graphical format, making it easier to understand data flow and identify problematic data sources. This involved redesigning a complex visualization component from ground up and addressing technical limitations such as latency and performance.
I taught myself javascript (d3.js), prototyped multiple options and engaged actively with engineers during development. As a result, the visualization and graphical interface was well received by users and we were able to decrease debugging time by ~18%.
Developers were spending nearly 30% of their time debugging code. I worked closely with engineers, PM, and created a solution to view template code in a graphical format, making it easier to understand data flow and identify problematic data sources. This involved redesigning a complex visualization component from ground up and addressing technical limitations such as latency and performance.
I taught myself javascript (d3.js), prototyped multiple options and engaged actively with engineers during development. As a result, the visualization and graphical interface was well received by users and we were able to decrease debugging time by ~18%.
Developers were spending nearly 30% of their time debugging code. I worked closely with engineers, PM, and created a solution to view template code in a graphical format, making it easier to understand data flow and identify problematic data sources. This involved redesigning a complex visualization component from ground up and addressing technical limitations such as latency and performance.
I taught myself javascript (d3.js), prototyped multiple options and engaged actively with engineers during development. As a result, the visualization and graphical interface was well received by users and we were able to decrease debugging time by ~18%.
Developers were spending nearly 30% of their time debugging code. I worked closely with engineers, PM, and created a solution to view template code in a graphical format, making it easier to understand data flow and identify problematic data sources. This involved redesigning a complex visualization component from ground up and addressing technical limitations such as latency and performance.
I taught myself javascript (d3.js), prototyped multiple options and engaged actively with engineers during development. As a result, the visualization and graphical interface was well received by users and we were able to decrease debugging time by ~18%.
Outcome
I was wearing multiple hats and owned UX for this product end-to-end in the absence of a UX researcher and very limited PM support. We were able to transform the product from being highly technical and complex to be user-friendly (validated by research). I proactively organized and conducted user research for every feature, and incorporated feedback to inform prioritization. This led to significantly trimming down time-to-completion for key user tasks. Some key accomplishments include:
I was wearing multiple hats and owned UX for this product end-to-end in the absence of a UX researcher and very limited PM support. We were able to transform the product from being highly technical and complex to be user-friendly (validated by research). I proactively organized and conducted user research for every feature, and incorporated feedback to inform prioritization. This led to significantly trimming down time-to-completion for key user tasks. Some key accomplishments include:
I was wearing multiple hats and owned UX for this product end-to-end in the absence of a UX researcher and very limited PM support. We were able to transform the product from being highly technical and complex to be user-friendly (validated by research). I proactively organized and conducted user research for every feature, and incorporated feedback to inform prioritization. This led to significantly trimming down time-to-completion for key user tasks. Some key accomplishments include:
I was wearing multiple hats and owned UX for this product end-to-end in the absence of a UX researcher and very limited PM support. We were able to transform the product from being highly technical and complex to be user-friendly (validated by research). I proactively organized and conducted user research for every feature, and incorporated feedback to inform prioritization. This led to significantly trimming down time-to-completion for key user tasks. Some key accomplishments include:
Highly positive user sentiment
Received highly positive feedback from users. Improved CSAT scores by 18% and decreased DSAT by 13%. 25% increase in lines of code written after launch.
Increased revenue and productivity
Increased headcount savings, a key metric to measure positive impact on productivity. New features led to XXX HC savings and $XXB revenue coverage.
Deprecation of smaller legacy tools
Enhanced and scaled the new platform which allowed us to deprecate smaller legacy tools and ended up saving time and resources to maintain.
"Rahul took this small, underestimated tool and grew it 10x above anyone's wildest imagination. We had never imagined or honestly would have bought that an IDE could be as delightful and easy-to-use…" — Engineering Director
"Rahul took this small, underestimated tool and grew it 10x above anyone's wildest imagination. We had never imagined or honestly would have bought that an IDE could be as delightful and easy-to-use…" — Engineering Director
"Rahul took this small, underestimated tool and grew it 10x above anyone's wildest imagination. We had never imagined or honestly would have bought that an IDE could be as delightful and easy-to-use…" — Engineering Director
"Rahul took this small, underestimated tool and grew it 10x above anyone's wildest imagination. We had never imagined or honestly would have bought that an IDE could be as delightful and easy-to-use…" — Engineering Director