Case Study @Google:
Communicating the value of RCS messaging to mobile users

The opportunity

Via a Google Play Store article, build better awareness for Android mobile users about the benefits of the platform’s built-in RCS messaging protocol.

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The challenge

As a content strategist on the Play team, I developed an article to showcase the many rich features of the RCS messaging protocol, which powers the Google Messages app (then called Messages by Google). The Messages product team wanted to raise awareness of the value of RCS, especially as work was being done on Apple's side to build RCS compatibility into the iMessage app on iPhones. The challenge of the article (and the corresponding UX copy on the article's promotional card) was to convey the function of these features, while also educating a nontechnical audience about the basics (and reliability) of the RCS protocol. 

 

The solution 

For the final article, I convinced stakeholders (product leads, legal) that we should soften more technical language, while still making sure to explain the basics of RCS and how it offers all the same features as its competitors. For instance, we foregrounded the app (Messages by Google) rather than protocol (RCS) in promo card copy, article headline, and headline copy. I also built the article with subheads to help readers quickly scan for the RCS features (e.g., “See ‘read receipts’ and typing indicators”) they were looking for most.

 

I also worked with the product marketing team to produce screenshots that demonstrated features and spoke to the target audience.