Company: Google AdWords
Entry submitted by: Agata Krzysztofik (Agata) Program Manager
Community: AdWords Community (www.en.adwords-community.com)
Lithy category: Best Community Design
AdWords is one of Google’s main products, used by millions of businesses worldwide, from multi-million dollar companies to tiny mom-and-pop businesses.
With such a vast group of users, we wanted to create an online space where we could address any product related questions and provide strategic guidance to users in a scalable way.
We launched our AdWords Community on Lithium (in 6 languages) in 2011. The initial design was pretty “simple” reflecting the UI of broadly-known Google products such as Gmail.
Towards the end of 2012 we decide to redesign our Communities (in 8 languages at the time).
Our vision for the new design was “to provide members with a beautiful, engaging and wow! experience, and to make information easy to find”, while focusing on the following business goals:
The redesign wasn’t purely limited to a refreshed look, but also incorporated a launch of several brand new Community features that we defined and implemented together with Lithium developers.
The new Community features launched as part of the redesign spanned across 3 main themes:
1) Cleaner interface and easier, more intuitive navigation for user to get engaged
2) Better integration with social
3) More recognition for engagement
The redesign has resulted in a 23% increase in the average daily accepted solutions, +28% in daily average kudos clicks and 19% increase in the overall satisfaction with the website (English Community results). The survey conducted among our Top Contributors also indicated overall positive feedback about the new UI combined with the newly added features. The main satisfaction driver among our top-engaged members were the achievement badges (86%).
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