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Per patiti del web/6 - Le pillole di SXSW by Matteo Sarzana/VML@Y&R

12/03/2012

SXSW è un festival musicale, cinematografico e delle tecnologie emergenti che ha luogo ogni anno a marzo ad Austin (Texas) e che quest’anno celebra il 25°anniversario. Dal 1994, le conferenze nel campo interattivo hanno fatto del Festival il luogo ideale per il lancio di tecnologie digitali emergenti. In diretta da Austin per Youmark ogni giorno le pillole con le novità principali, raccontate da Matteo Sarzana, general manager di VML, la divisione digital di Y&R Brands. 

A brief history of the complete redesign of Google
Chris Wiggins Creative Dir, Digital Google Inc 

It was a major task to redesign the google interface, but at the endwe’re pretty satisfied with the result.
Google Search: when google came up first it presented a unique and iconic interface compared to the crowded homepages of the other search engines and it did not change a lot during the years.
2011 redesign started when the Larry Page, ceo, asked the design team to imagine a different google and the process startedwithout taking into consideration any technological constrain.
The 2011 proposals were similar to a project launched in 2007 which never were used.
In 2007 the google design team presented the whole design process and used a projected presentation while in 2011 they only used “before and after” techniques and presented the screenshots on paper.
The google+ interface was completely different before this project was launched and they had to redesign the interface.
We also discussed having a unique google font across al products and all browsers but at the moment it’s not sustainable, but still we did not abandon the idea of using it in the future.
For the first time we created a design which was fully supported only by modern browsers and that helped us in using all the modern techniques, still the functionalities can be used on all the browsers.
The design was shared constantly with the product teams and to save time CSS were published to be used and implemented into products.
Design has than been tested with a qualitative research, but screen were presented foronly 10seconds not to have them rationalize what they were seeing. After the presentations users were presented with a series of question, the outcome of which has been the perception of the new design as; beautiful, clean, less cluttered, elegant, modern, simple and sparse,
Also a quantitative research has been done using google search which, because of the scale, led to a statistically significant result about all the different aspects of the new design.
At the beginning the results were bad, but that was because the change was radical and people had to get used to it, so, after a while, people started giving backgreat results.
To further test it, the design team suddenly changed the gmail account of the people working in google to test their reaction. Also internally it took a while to get used to the new design, but then, if they were taken back to the old version, they were willing to have the new one again. 

Matteo Sarzana, Austin

 

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