Defining customer segments for Pixelbook line of products

Strategic research | Diary study

Company: Google | Role: Lead UXR

ChromeOS is a cloud-based operating system.
- primarily runs web applications and Android apps
- integrates seamlessly with G Suite and other Google products and services
- but doesn’t support client server applications like Adobe Suite

A lot of the Chromebooks sold in the market currently are low budget laptops, Google’s aim is to develop premium Chrome OS laptops.

5 Diary Missions -

Introduction - What kinds of work are gig workers involved in? What are their motivations?
Environment and context - What kinds of workspaces do they work from?
Software needs - What is their end to end process of working on a gig? What software are they most dependent on?
Hardware needs - What devices and accessories do they currently use? Are there any pain points? Any unmet needs?
Pixelbook Impressions - Do they see themselves using it for their gig work? Why or why not?

Identified two groups of gig workers best suited for our target user profile.
- Pixelbook can be their primary work device
- Pixelbook can be their secondary on-the-go device

Worked with the product and marketing teams to define these two groups further using insights from research.
- Helped prioritise areas for improvement within the product experience.
- Helped identify areas to highlight to better reach these groups through targeted marketing.

Helped the team identify a target user group to design for going into the design sprint.
Prioritize hardware and software design features based on needs identified for this user group.
Highlighted key areas to focus on for marketing messages.