Case Study - Improving Google Docs for Business Collaboration

Understanding the Product:

The candidate starts by defining Google Docs as a cloud-based word processor within Google Workspace that allows users to write, edit, and collaborate on documents. They confirm their understanding with the interviewer before proceeding.

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Approach & Framework:

The candidate outlines a structured problem-solving approach:

1. Define user segments.

2. Establish a business goal.

3. Focus on a high-potential user journey.

4. Identify pain points.

5. Propose solutions with trade-offs.

6. Conclude with a recommendation.

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User Segments:

• Consumers: Students, teachers, freelancers, kids, elderly, etc.

• Businesses: Small, medium, and large enterprises.

The candidate decides to focus on Small and Medium Businesses (SMBs), recognizing Google’s strategic push in the enterprise market and strong penetration in the SMB space via other tools like Google My Business.

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Business Goal:

Increase enterprise market share, specifically within the SMB segment.

Key Metrics:

• Number of paying customers

• Market share (%)

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Pain Points (SMBs):

• Need seamless document collaboration and review.

• Require approvals/signatures for process completion.

• Must store and access approved documents reliably.

• Require strong security and protection from cyber threats.

• Face challenges sending documents to external entities (physically or digitally).

Pain Points (Clients of SMBs):

• Verifying identity is cumbersome.

• Struggle with unfamiliar and complex systems.

• Have low trust in digital tools.

• Frequently re-enter the same information for different forms.

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Opportunity Area:

The candidate identifies a high-impact, underserved use case—document-intensive procedures involving third parties (e.g., real estate, immigration, loan applications). These use cases are complex, fragmented, and lack tailored support from competitors like Microsoft or Dropbox.

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Proposed Solutions:

1. Electronic ID using Google Accounts:

Certifies user identity for document processing and approvals.

2. Integration with third-party systems (e.g., immigration, financial services):

Allows seamless submission of Docs-based forms directly into official platforms.

3. Centralized Document Vault:

Helps users store and reuse procedural documents securely across different applications.

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Recommendation:

Prioritize the Cyber ID solution—an identity certification layer built into Google Accounts and integrated into Docs. This would:

• Enable official document collaboration and approvals.

• Target SMBs handling legal/official processes.

• Differentiate Google Docs in a competitive market.

• Leverage Google’s expertise in security and identity.

Business Impact:

Offered via the Google Workspace Business Plan, this feature would drive SMB adoption and boost enterprise market share.

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Conclusion:

The candidate delivers a strategic and structured recommendation to enhance Google Docs, aligned with Google’s broader goals, focusing on solving critical user pain points to gain competitive advantage in the SMB market.