Defining a new service that delivers digital empowerment for all
In 2017, Google announced a new initiative - Digital Garage, with a mission to help 100,000 people in the UK find a job or grow in their career by offering free digital skills in over 200 towns and cities. They came to D&P to help realise their vision for a brand experience that inspires and supports customers in reaching their full digital potential.
To define how the brand and its vision should translate into a physical experience, we undertook a series of workshops to uncover key insights and unpack how Google Garage should function, look and behave to engage and support with all ages, abilities and confidence levels.
Key insight: Google has a role and responsibility to ensure everyone, regardless of age, ability and ambition reaches their full digital potential in life, and with the brand.
We designed a welcoming, fully flexible environment focusing on face-to-face interaction to support a wide variety of activities - from one-on-one coaching and small workshops to group presentations.
The Garage is designed to feel open and welcoming to engage with communities and encourage a drop-in atmosphere where everyone is welcome to chat to their digital experts. Storytelling and communications throughout bring tactility in a digital world and highlight local connections and human stories - putting customers, at ease.
Strategic shift: From online service provider to face-to-face digital coach
“ Even walking past the shop attracted my attention. I felt cool just walking in to find out what Digital Garage was all about.” Geneve Corion
Google Garage Student
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