The Google Assistant + R29
Google came to Refinery29 because women were not using The Google Assistant.
I pitched a unique, strategic partnership spanning editorial content, social activations, original research, and product development.
The program started with research.
We brought together a panel of R29's most engaged readers to tell us in what areas of their lives they'd want a digital assistant and why they weren't using the Google Assistant. From these panel discussions we got two main insights: R29 readers wanted digital assistants to help out around the house and to help achieve their wellness goals.
Next, we brought together 25 women to use the Google Assistant and give us real time feedback about what they liked and didn’t like about the product. The Google team took the insights from these sessions to begin reshaping the assistant to be more useful to women.
After our research phase, we created content on-site and social.