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Google Strategy
& Insights Product Portfolio
2024
SÃO PAULO - BR
A case of business transformation. The Strategy & Insights team at Google Brazil underwent a structural transformation, evolving into a centralized intelligence unit. We supported this shift by co-creating a new product portfolio architecture, aligning internal capabilities with evolving market needs.
The project resulted in a strategic playbook to guide commercial activation and long-term development.
• business & innovation • portfolio strategy
Consulting: Questtonó Manyone
My role: Strategic designer and Strategist
Problem
After the unification of teams, Google’s Strategy & Insights area lacked a cohesive product narrative and a shared vision for the future. The challenge was to define a new portfolio architecture that would be both internally aligned and outwardly compelling, supporting commercial activation and strengthening strategic relationships with clients.
Process
1) Mapping: we conducted internal workshops to map the current ecosystem (products, people and relations). This allowed us to identify the area's assets, anchors, opportunities and challenges, as well as outline an ideal future scenario for the portfolio.
2) Exploration: through in-depth interviews with internal stakeholders and key advertisers across 7 industries, we gathered insights on pain points and expectations, informing the direction and structure of the new portfolio.
3) Design: in a 2-day workshop with Google’s Strategy & Insights team, we defined the structure, content, and activation logic for each of the products. We developed a complete commercial playbook: one-pagers for each product, a visual identity, and a manifesto that articulated the new purpose of the area. This toolkit was launched to Sector Heads and the entire S&I team.
📍 +20 interviews with internal leaders and strategic clients
⭐ 13 intelligence products ￫ organized in Commercial Playbook
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