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Google: Mobile Recall

R/GA

R/GA

Google: Mobile Recall

Powered by Google data, Mobile Recall is an experiential event consisting of four data-driven experiments to let CEOs experience what their brand’s mobile site is is like — emphasizing how a poor experience affects business. The Loading Time Machine uses a connected bike to let managers experience how heavy their site is. The Search Challenge employs a VR version of Pac-Man in which managers are faced with their site’s findability. ‘Final Destination’ challenges managers to navigate a sea of obstacles to experience their site’s usability. Finally, a Rube Goldberg Machine shows their site’s overall performance, physically visualizing the biggest bottlenecks.

The Loading Time Machine uses a connected bike to show how heavy a brand’s mobile site is. Riding on the bike, brand executives can see the weight of their site’s fonts and images visualized on screen. The connected bike automatically responds to the site’s weight by making cycling heavier as page size increases. The heavier the site, the harder managers have to pedal to load the site’s contents.

In the Final Destination, managers have to navigate a remote-controlled boat through a sea of obstacles indicating how easy or difficult their mobile site is to navigate. The installation includes an iceberg, pirates shooting cannonballs, underwater mines and a whirlpool, representing the responsiveness of the design, whether or not customers can makes purchases without registering, the simplicity of registration, and the ease of the checkout process. If the client’s mobile site failed in any of these criteria, the boat would break and sink.

The Search Challenge is a Pac-Man-style Google Cardboard game that immerses managers into a VR version of their site to show how easy or difficult it is to find information. By looking left or right, players can steer down a course to win over as many clients as possible. The time they have for this is based on the performance of their their site’s search results. The game takes into account the site’s online visibility use of autocomplete and search filters, completeness of product information, and whether search queries turned up relevant results. Competitors are represented through Pac-Man-style ghosts, which increase in numbers if a brand’s mobile site performs poorly — which could mean game over for both the player and their site’s conversion.

The fourth and final installation is the Rube Goldberg Experience Machine, which takes different (more or less difficult) paths depending on the mobile site’s overall UX. The paths includes cannon shots, tunnels, mechanical hands, magnets and a labyrinth. These represented whether a site had a clear CTA, could fit any screen size, whether users need to zoom to read the site’s content, if the site had too many ads, and whether the menu was simple to use. The worse the mobile experience, the more difficult the route.

Google: Mobile Recall

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