Using design insights to acquire Google as a client

At the end of 2014/start of 2015 I supported Each&Other’s sales department in the acquisition of Google Adwords as a client. Each&Other was pitching to help improve Google’s AdWords acquisition process.

Key facts

  • Client: Google Adwords
  • Position: Sales support
  • Team: 2
  • Year: 2014-2015
  • Tasks: Support Each&Other’s sales team with high-fidelity wireframes, and stakeholder interviews in the acquisition of Google as a client.
  • Status: We successfully acquired Google.

Through customer research, and high-fidelity prototypes I generated insights and possible solutions that allowed the sales team to acquire Google.


We began by interviewing Google stakeholders, specifically to understand their current and potential customers. We then interviewed target Adwords customers. With this understanding we created high fidelity-wireframes that redesigned the sales funnel.


As Google’s main source of revenue, the company is eager to ensure that Adwords continues to bring in new advertisers. But because Adwords is Google’s main source of revenue they are reluctant to make significant changes to the interface, fearing a significant redesign would lower revenue.

Yet, our most significant finding was that Google stakeholders were skeptical that qualitative analysis could return reliable results.

To allay their fears I assessed the current sales funnel, and proposed a redesigned funnel. The aim of this redesign was not to propose the solution but to show how qualitative human-centered insights could be used to create measurable improvements in their service.