Redesigning Local Search
2020
Hands-on design lead responsible for reimagining Google's Local Search, leaning heavily on AI/ML to create a more visual and relevant expeience for consumers to find local businesses and places.
The problem
I started as the sole designer on Local Search’s major surfaces, which 350+ million daily users (12% of all Search traffic) go to to answer questions about where to go and what to do. Responding to growth OKRs that came from Sundar Pichai, Google CEO, to turn Local Search’s retention problems around, I led the modernization of Local Search from 10 blue links to a more personalized, more interactive and more visual surface. Over multiple incremental launches, the products I shipped increased growth and user satisfaction, particularly among Gen Z and international users that were fleeing Google for newer visual search platforms like TikTok.
The problem
I started as the sole designer on Local Search’s major surfaces, which 350+ million daily users (12% of all Search traffic) go to to answer questions about where to go and what to do. Responding to growth OKRs that came from Sundar Pichai, Google CEO, to turn Local Search’s retention problems around, I led the modernization of Local Search from 10 blue links to a more personalized, more interactive and more visual surface. Over multiple incremental launches, the products I shipped increased growth and user satisfaction, particularly among Gen Z and international users that were fleeing Google for newer visual search platforms like TikTok.
The problem
I started as the sole designer on Local Search’s major surfaces, which 350+ million daily users (12% of all Search traffic) go to to answer questions about where to go and what to do. Responding to growth OKRs that came from Sundar Pichai, Google CEO, to turn Local Search’s retention problems around, I led the modernization of Local Search from 10 blue links to a more personalized, more interactive and more visual surface. Over multiple incremental launches, the products I shipped increased growth and user satisfaction, particularly among Gen Z and international users that were fleeing Google for newer visual search platforms like TikTok.
“The before” - Search results were irrelevant and dense
I commissioned research (quantitative and qualitative) that found that users were dissatisfied with Local Search results, shown here, for our 9 top user journeys, citing the results felt random and required too much reading and digging.
“The before” - Search results were irrelevant and dense
I commissioned research (quantitative and qualitative) that found that users were dissatisfied with Local Search results, shown here, for our 9 top user journeys, citing the results felt random and required too much reading and digging.
“The before” - Search results were irrelevant and dense
I commissioned research (quantitative and qualitative) that found that users were dissatisfied with Local Search results, shown here, for our 9 top user journeys, citing the results felt random and required too much reading and digging.
Visual search
This strategic initiative was a Big Bet my product partner and I pitched to the org. We learned through market research that Gen Z and international audiences were shrinking on Local Search, looking to more visual platforms like TikTok and Instagram to discover products, services, and local destinations. I worked across multiple teams and geographies to create a vision and roadmap for what is now a new UGC and AI-powered surface within Google Search.
Visual search
This strategic initiative was a Big Bet my product partner and I pitched to the org. We learned through market research that Gen Z and international audiences were shrinking on Local Search, looking to more visual platforms like TikTok and Instagram to discover products, services, and local destinations. I worked across multiple teams and geographies to create a vision and roadmap for what is now a new UGC and AI-powered surface within Google Search.
Visual search
This strategic initiative was a Big Bet my product partner and I pitched to the org. We learned through market research that Gen Z and international audiences were shrinking on Local Search, looking to more visual platforms like TikTok and Instagram to discover products, services, and local destinations. I worked across multiple teams and geographies to create a vision and roadmap for what is now a new UGC and AI-powered surface within Google Search.
An end-to-end journey, powered by photos & videos
Production recording shown here. From first query, we built multiple moments were pictures come from. Users can swipe to expand photos inline directly on Search Results. They can enter a visual search immersive where they can browse by photos. The can see videos and photos of a place immediately, giving them a sense of the vibe.
An end-to-end journey, powered by photos & videos
Product recording shown here. From first query, the experience we built was visual first. Users can swipe to expand photos inline directly on Search Results. They can enter a visual search immersive where they can browse by photos to find a hairstyle or dish they like. They can see videos and photos of a place immediately, giving them a sense of the vibe and services provided.
An end-to-end journey, powered by photos & videos
Product recording shown here. From first query, the experience we built was visual first. Users can swipe to expand photos inline directly on Search Results. They can enter a visual search immersive where they can browse by photos to find a hairstyle or dish they like. They can see videos and photos of a place immediately, giving them a sense of the vibe and services provided.
Video prototype make take time to load.
Building across surfaces in layered experiments
Rather than build it all at once, we tested various Search modules, then seeing positive engagement and overall search metrics, scaled up to the new full-page immersive experience and business pages.
Building across surfaces in layered experiments
Rather than build it all at once, we tested various Search modules, then seeing positive engagement and overall search metrics, scaled up to the new full-page immersive experience and business pages.
Building across surfaces in layered experiments
Rather than build it all at once, we tested various Search modules, then seeing positive engagement and overall search metrics, scaled up to the new full-page immersive experience and business pages.
Improved refinement resulting in increased engagement
This live production recording shows improved ML-generated refinements for categories and location and more relevant listings with visual affordances.
Improved refinement resulting in increased engagement
This live production recording shows improved ML-generated refinements for categories and location and more relevant listings with visual affordances.
Improved refinement resulting in increased engagement
This live production recording shows improved ML-generated refinements for categories and location and more relevant listings with visual affordances.
Video may take time to load.
Live experiments to prove design impact
My partners were skeptical that small design changes could make a big impact. These early experiments showed that improving visual hierarchy, better refinements and progressive disclosure improved engagement with local businesses.
Live experiments to prove design impact
My partners were skeptical that small design changes could make a big impact. These early experiments showed that improving visual hierarchy, better refinements and progressive disclosure improved engagement with local businesses.
Live experiments to prove design impact
My partners were skeptical that small design changes could make a big impact. These early experiments showed that improving visual hierarchy, better refinements and progressive disclosure improved engagement with local businesses.
Covid-19
I was part of a nimble team that quickly shipped multiple features each week at the onset of Covid. Much of the work we had built to improve search relevancy applied directly to help businesses transition to contactless pickup, vaccine and health care discovery.
Covid-19
I was part of a nimble team that quickly shipped multiple features each week at the onset of Covid. Much of the work we had built to improve search relevancy applied directly to help businesses transition to contactless pickup, vaccine and health care discovery.
Covid-19
I was part of a nimble team that quickly shipped multiple features each week at the onset of Covid. Much of the work we had built to improve search relevancy applied directly to help businesses transition to contactless pickup, vaccine and health care discovery.
Outcome
I led some of the biggest changes to Local Search in over 5 years resulting in an 8% uptick of Local Search queries globally - attributed to my design work directly leading to double digit growth across our top journeys. Additionally, we grew our % of younger users and APAC by 31% and set the stage for more visual-forward searches on Search and Google Maps has since followed suit. In 2026 (five years later), these experiences are still live, a testament to the continued impact and success of this work.
Outcome
I led some of the biggest changes to Local Search in over 5 years resulting in an 8% uptick of Local Search queries globally - attributed to my design work directly leading to double digit growth across our top journeys. Additionally, we grew our % of younger users and APAC by 31% and set the stage for more visual-forward searches on Search and Google Maps has since followed suit. In 2026 (five years later), these experiences are still live, a testament to the continued impact and success of this work.
Outcome
I led some of the biggest changes to Local Search in over 5 years resulting in an 8% uptick of Local Search queries globally - attributed to my design work directly leading to double digit growth across our top journeys. Additionally, we grew our % of younger users and APAC by 31% and set the stage for more visual-forward searches on Search and Google Maps has since followed suit. In 2026 (five years later), these experiences are still live, a testament to the continued impact and success of this work.
Redesigning Local Search
2020
Hands-on design lead responsible for reimagining Google's Local Search, leaning heavily on AI/ML to create a more visual and relevant expeience for consumers to find local businesses and places.
I'm always open to discussing new opportunities, collaborations, and speaking engagements.
© Ron Goldin 2026
