Redesigning Local Search
2020
As hands-on design lead, I reimagined Google’s Local Search, leaning heavily on AI/ML to create a more visual and relevant way to find local businesses and places.
01 — The problem
Beyond ten blue links.
I started as design lead on Local Search’s major surfaces, where 350M+ daily users (12% of all Search traffic) ask where to go and what to do. Answering growth OKRs from Google CEO Sundar Pichai to turn around retention, I led its modernization from 10 blue links to a more personal, interactive and visual surface. Across multiple launches, my work grew usage and satisfaction, especially among Gen Z and international users who were leaving Google for visual platforms like TikTok.
02 — “The before”
Irrelevant,
dense, random.
Our quantitative and qualitative research found users were dissatisfied with Local Search results across our 9 top user journeys. The results felt random and took too much reading and digging.
03 — Live experiments
Small
changes,
big impact.
My partners were skeptical that small design changes could make a big impact. These early experiments showed that better visual hierarchy, better refinements and progressive disclosure increased engagement with local businesses.
04 — Improved refinement
Sharper
refinements.
This live production recording shows improved ML-generated refinements for categories and location, and more relevant listings with visual affordances, which increased engagement.
05 — Covid-19
Shipping weekly, through a pandemic.
I was part of a nimble team that shipped multiple features a week at the onset of Covid. Much of our work on search relevance applied directly to helping businesses move to contactless pickup, and to helping people find vaccines and health care. Sundar Pichai on Covid-19 in Search ↗︎
06 — Visual search
A big
bet.
My product partner and I pitched this strategic initiative to the org as a Big Bet. Market research showed Gen Z and international audiences were leaving Local Search for more visual platforms like TikTok and Instagram to discover products, services and places. I worked across teams and geographies on a vision and roadmap for what is now a new UGC- and AI-powered surface in Google Search.
07 — An end-to-end journey
Powered by photos & videos.
This production recording shows an experience that’s visual from the first query. Users swipe to expand photos inline on search results, enter an immersive visual search to browse for a hairstyle or dish they like, and see photos and videos of a place right away to get a sense of its vibe and services.
08 — Layered experiments
Module by module.
Rather than build it all at once, we tested individual Search modules. Once they showed positive engagement and overall search metrics, we scaled up to the full-page immersive experience and business pages.
1.0 Immersives
+12% CTR
+39% CTR vs SRP
1.1 Immersives
21% swipe to 1+ photo
1.2 Visual refinements, Placesheet
+15% CTR on primary CTAs
09 — The outcome
+8%
queries,
globally.
I led some of the biggest changes to Local Search in over 5 years, lifting Local Search queries 8% globally (~300M more queries), with my design work directly driving double-digit growth across our top journeys. We grew our share of younger users and APAC by 31%, and set the stage for the visual-first search that Search and Google Maps have since followed. In 2026, five years later, these experiences are still live.
- +8%
- Grew Local Search from 12% to 20% of total Google searches
- +25%
- 3 top verticals: Dining, Shopping, Services
- +31%
- US-based Gen Z and APAC through Visual Search