Deepmind

The Problem – How best to tell the story and mission of Deepmind?
Google DeepMind had previously been operating in stealth mode, finally, they were ready to tell the innovative stories around their products and research. They needed to align their content proposition for the next stage of growth as well as turn around an easily updatable site in time for a new research announcement in 8 weeks.

— Role: Associate UX director
— Project type: End to End
— Project duration: 8 weeks

The Solution

Creating a simple reusable modular system allowed us to quickly create new pages as well as have flexibility in the system for Deepmind to grow. The system defined an architecture which grows as they do, allowing them to future proof the site for the many new products and verticals they were planning on going into, without the need for us to have a concrete roadmap.

Make AI Human

We created a content proposition which helped them open their source materials to the wider community and ensure their ethical mission is understood by all:

Solve intelligence to make the world a better place

Messaging

We created a set of key questions and content qualitities to help focus the content creation.

What is the elevator pitch for Deepmind?
We must spark users curiosity and provide context.

How are your algorithms different?
Always explain benefits and how it works.

Why are you doing AI?
Make it personal, how will it affect them or society as a whole.

Who is doing it?
Let people get to know you, give Deepmind a human face.

The Audience Spectrum

Deepmind needed to engage with a wide range of users, whose knowledge of AI varied from to the general public wanting to find out more about a news story they had read to researchers wanting to find out about the latest Deepmind breakthroughs. We needed to create an interaction model which started at the broader end of the user spectrum catering to the larger user base with less specialist knowledge and allowing for users to easily dig deeper revealing the more specialist knowledge.

Collaborative Workshops

We worked closely with the Deepmind team to define the new content proposition and feature set through a set of collaborative workshops and sketch sessions.