Project Fi

Creating love in a category everyone hates.

To launch its wireless plan, Project Fi, Google needed an idea that felt distinctive in a loud, and often obnoxious, category. Who cares if big carriers had all the budgets? We found they couldn’t beat us where it mattered most: customer satisfaction scores. Enter Project Fi. The world’s most satisfying phone plan.

Design, Digital, Video, Case Study

We studied the science of satisfaction to identify design elements that elicit the highest levels of positive emotion.

39% increase in share in key markets.

Launching the world’s most satisfying phone plan.