Here’s Why Google Has Been Building Buzz Around Its New Sign-In Page For Weeks: A UX Deep Dive
Did you catch that subtle message in the top left corner while logging into your Google account lately? The one proclaiming, “A new look is coming soon”?
If visions of a drastically revamped visual experience or a revolutionary sign-in process began dancing in your head, it might be time to adjust those expectations, because this is the new look:
Er…this isn’t a big design overhaul, then why is Google hyping it? Well this message, floating quietly yet prominently on your screen, isn’t about drumming up hype. Instead, it’s a classic move in what’s known in the UX world as Change Management.
What is Change Management?
Change management is like your favourite coffee shop deciding to change its menu. Imagine you walk in one day, expecting to order your usual morning brew, only to find out that the menu has completely changed overnight. No heads-up, no signs indicating a new menu is coming — just a sudden switch. You’d likely feel a mix of surprise, disappointment, and confusion. You might even question whether you want to give the new options a try or just find another coffee shop.
Now, consider if the coffee shop had taken a different approach. A few weeks before the change, they start displaying signs saying, “Exciting new menu coming soon!” They offer samples of the new coffee options, invite feedback, and perhaps even run a countdown to the launch day. This way, by the time the new menu officially rolls out, you’re not just aware of the change; you’re part of it. You’ve had time to adjust your expectations, maybe even find a new favourite, and the change becomes a shared moment of excitement rather than a shock.
This coffee shop scenario illustrates the core of effective change management: it’s about preparing people for change, involving them in the process, and making the transition a shared, positive experience rather than a jarring surprise.
At its core, Change Management is about preparing and guiding users through a transition in a way that feels safe, seamless, and unthreatening. Google, with its vast user base of billions, is leveraging this approach to ensure that when the changes do roll out, users don’t mistake them for a scam or phishing attempt. It’s a strategic effort to maintain trust and security, reassuring users that the transition they’re about to experience is both intentional and benign.
Why Manage Expectations?
Setting the stage for minor adjustments rather than a complete overhaul is a smart move. In the realm of UX, managing user expectations is crucial. Users tend to form strong habits around the digital interfaces they use daily. Any sudden or extensive change can disrupt these habits, leading to frustration or even rejection of the new design. By signalling ahead of time that changes are on the horizon, Google is tempering expectations, ensuring that users are mentally prepared for what’s coming, without expecting a radical transformation.
Imagine if Google decided to flip the script and roll out these changes without any prior announcement. Imagine logging in one day to find the sign-in page completely transformed without warning. Scary, right?
The Incremental Approach
Making a prior announcement about subtle updates rather than unveiling a complete redesign is a strategic move, particularly from a user experience (UX) standpoint. The power of habit significantly influences how we engage with digital platforms, and sudden or significant changes can disrupt these routines, leading to user irritation or even causing them to reject the new layout outright. By alerting users in advance to the forthcoming tweaks, Google adeptly manages expectations. This preemptive communication prepares users for the change, minimising the element of surprise and change.
