Dark web report by Google One

Background

Dark web report helps people recover from data breaches. People can choose info to monitor and get updates on, like email addresses and phone numbers.

My role

Develop and execute the content strategy for a brand new product
Ensure that the content strategy upheld Google’s strict narrative on privacy and security
Establish trust and meaningfully educate users to encourage adoption in a responsible way

Challenges & approach

1: Navigate the fear of commitment

When introducing dark web report, I emphasized that any choice the user makes can be changed or undone at any time. Given the sensitive nature of the feature, I prioritized this point from the beginning.

For those who may be extra cautious, I created an easy way to learn more with descriptive text links.

2: Motivate the (potentially) overwhelmed

To avoid analysis paralysis, I led with terms that people were familiar with. For example, “Summary of your report,” instead of “Dark web summary.”

I also simplified results into 2 categories:

Data breaches with your info = Info we know is yours (because you told us so)
Data breaches with other related info = Info we think is yours (but can’t know for sure)

I created a “Want to learn more?” label and description for general education, making it clear that the content here isn’t based on the user’s results.

3: Pace education

With fewer things competing for attention in the drilled down view compared to the dashboard, I:

Added more context to explain how Dark web report categorizes info
Provide a customized path to recovery with “Suggested next steps.” I avoided overly urgent or authoritative tones with labels like, “Action items” or even “Steps to take next.”

Result

A dark web monitoring experience that lets people learn at their own pace. Metrics for success included rates for customer expectation and satisfaction.

Success metrics can be shared in a private presentation.

(3/6) Profile set up

Other contributions

To educate users about the dark web and encourage feature adoption, I partnered with legal, marketing, and product to create an informative one pager.