Google Play
Creative Shop
The Google Play Store is where 2.5 billion users discover Apps, Games, Books and more for their Android devices. The Creative Shop is Google Play’s central design team responsible for creating thousands of visuals and animations for go-to-market campaigns and product launches; shaping the user experience and bringing the Play Store to life
I nurture a large scale global team of designers and vendors to do their best work; creating useful and engaging imagery and animations that reach 2.5 billion users across mobile, watch, and large screen platforms. Over the years, I unified siloed teams, scaled design ops, and championed process improvements, reducing turnaround times by 75% while freeing up creatives to focus on elevating the craft. I excel at prioritizing projects and allocating resources, all while safeguarding the team from burnout.
The Comics Hub launched in Japan in July 2024. It is a curated space where fans can find anime, manga, and other comics related content in one place.
The Creative Shop developed thematic entry points and notifications that drove the highest number of visits to the hub in the first 2 weeks of launch. The comics hub expanded to Korea and US markets the next year.
Role: I worked with Product and UX stakeholders and our creative lead to ensure the key content categories and user journeys were clearly defined; ensuring the visuals captured the sprit of manga while adhering to Play’s visual guidelines. I managed reviews, approvals and deliveries for launch.
Purchase readiness is a critical component of getting users primed to buy on the Play Store and throughout the Android ecosystem. However, user research showed that 83% of users have not set up their form of payment or authorization methods.
The Monetization team approached the Creative Shop to create a stickersheet of reusable icons and an animation to help streamline the form of payment set up flow across multiple user journeys.
Role: I managed the creative intake and briefing. I worked with our Creative Lead and Product and UX stakeholders to ensure the imagery conveyed the product goals of user trust and convenience throughout the set up flow.
The Creative Shop produces thousands of developer assets from the world’s leading Apps and Games developers and publishers as well as large libraries of templated assets.
Role: I worked with our Creative Lead and production team to ensure this lightweight, templetized approach maintains a cohesive visual tone that enhances the Play brand while maintaining sensitive brand IP. As a result, Play is able to scale their promotional offerings and editorial features showcasing Developer value.
Our imagery and animations must work across multiple form factors. With UX designers and engineers, I worked to improve editorial image quality; scaling from watch to mobile to large screens like foldables and tablets. I established asset guidelines and creative operations for the launch of Google TV.
Cultural moments to establish an editorial voice for Google Play
For Hispanic Heritage Month, we worked with artist, Ventura aka Jonathan Martinez from Chihuahua City, Mexico to create illustrations celebrating Latino history and culture. His vibrant illustrations provide an entrypoint to Apps and Games collections by Latino developers and Book lists curated by Latino authors. Production designers created scalable templates derived from the campaign color palette to create guest editorial artwork.
Our agency partner, Revery worked with Black History Month’s featured artist, Laci Jordan to create an artist profile video diving into her work and life beyond the campaign artwork. Featured on social media channels, the video had 49,000 views and amplified the Store moment as well as the artists’ reach.
