I recently opened the Google Home app to check a camera feed. Before I could, it wanted to tell me about Google One:

Google One includes Google Home Premium Standard

I’m sure this copy was well-received by Google stakeholders, but it’s a safe assumption that it was not demonstrated to real-world users. I am vaguely familiar with Google One as a program that packages multiple Google services into a single subscription. I am not currently a member, so how does knowing this information actually benefit me? Do I need to sign up for one to get the other?

I am not aware of Google Home Premium Standard. Again, Google Home Premium Standard. This single title includes two proper noun product names, which is already confusing. Naming a product with conflicting modifiers like “Premium” and “Standard” really takes things up a notch. “Premium” has multiple levels? Is there also a “Premium Plus”? Is there a “Premium Basic”? Who knows. Perhaps the magic of hyperlinks could launch me into a simple support page to explain both products.

I will give credit to the designer for incorporating the Gemini mark into a grid of images. Respect.

The Standard tier of Home Premium provides more helpful features for your compatible speakers, displays, and cameras, and it’s included with Google One

No period? My general rule is titles do not end in periods since they are not sentences, but descriptions must. What are the “helpful” features? Why would I tap “Set up” without actually knowing the benefits of the Standard tier of Home Premium? Also, don’t you know which products I have? Why show me a product that I don’t own, like the little speaker?

After decades (oy) of user testing, I can confidently report that people will gladly avoid that big blue button if they do not instantly understand the benefit. Starting with the silly, confusing product names is an instant failure. Instead, the team could try a short video or animation that shows me exactly what I can do after setting up.

I would consider changing “Set up” to “Learn more.” People are inherently afraid of committing to tasks that sound complex or time-consuming. “Learn more” can show me more benefits and further entice me.

I love working with copywriters. Every project is an opportunity to translate complexity into simplicity through interfaces and text. If your product, feature, or service cannot be conveyed simply in text, then don’t expect anyone to tap the button.

Out of curiosity, I then hit the “Set up” button only to view a spinner that never resolved. Sigh.