google chrome, the #1 browser in the world, asked our team to update content on their safety information page.
the challenge
the existing page didn’t capture the full story of chrome’s privacy offerings, and consumers had concerns about their safety when using the browser. how could we address those concerns while adding a sense of security as people browsed?
my solution
we wanted users to know they were safe, secure, and in control, but couldn’t fit all those words in one headline — until i had the idea to animate it.
i echoed these sentiments down the page. my team and i decided to outline specific uses for each term, ultimately deciding on an ethos: safety is what happens when you’re protected by security and privacy.
throughout the page, features are written from a benefit-driven perspective to help users understand how chrome is able to protect them online.
additionally
i spent hours brainstorming reasons someone might be using google incognito trying to come up with examples that were safe for work, positive, and not too weird. plus, i was given a “no surprise parties” directive. other options included “how do magnets work?”, “how to write a love letter”, and “how to get a new job”. ultimately, we went with the idea of someone surprising their partner with a fun date!
emotional language. 