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Squarespace · 2020

Squarespace Location Management

Built a central place on Squarespace for brick and mortar businesses to update information and sync with Google My Business.

Role

Product Designer

Skills

  • Information Architecture
  • User Experience
  • Visual Design
  • Prototyping

Team

  • 1 Product Manager
  • 4 Engineers

Company

Squarespace

Brick and mortar businesses have to manually update their information across multiple services.

Building a central place on Squarespace to update business information would lead to more accurate listings across Google, Yelp, and other services.

Goal
Setup and sync business information with a Google My Business listing.
Scope
Onboarding wizard to fill out business information, plus a flow to log in and sync with Google My Business.
Success Metrics
This was launched at the beginning of the pandemic; we expected at least 10% of businesses on Squarespace would use this feature.

Onboarding Wizard

Using existing wizard component from the design system, it was quick to implement a business location setup wizard.

Onboarding wizard intro screen welcoming the business owner to location setupWizard step prompting the business owner to enter their business nameWizard contact info step with phone number and email fields filled inWizard address step showing the storefront street address completedWizard primary category step with search results for matching business typesWizard business hours step with operating hours entered for each dayWizard business description step with a short summary of the business filled inWizard media step displaying uploaded photos representing the businessWizard confirmation screen summarizing all entered location information

Connect to Google My Business

Connect to Google My Business panel offering account linking to sync the listing

Various States

The biggest challenge with the Google integration was getting the import, syncing, and error states right so the user understood what happened with their integration.

Conflict resolver error state showing mismatched fields between Squarespace and GoogleSync state communicating in-progress data transfer with Google My BusinessEmpty integration state before any Google location has been connectedConflict resolver error state with options to keep or override conflicting valuesChoose your Google location screen listing matching business locations to importSync success state confirming the Google My Business listing is connectedImport in-progress state while business data syncs from Google My BusinessDisconnected integration state prompting the user to reconnect Google My BusinessPage creation success state confirming a new Google My Business listing was createdVerify by mail step explaining the postcard verification process from Google

Results

Usage of the Location Management feature was incredibly low, only 100s of businesses each week (less than 1%). After launch, this feature was swiftly removed from the platform.

What I learned

  • Designing third party integrations keep in mind many different edge cases
  • When designing Google’s integration, the same flow would need to be reproduced for other future integrations like Facebook and Yelp
  • Content Strategists are my very best friend
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