Work | Google Area 120

Google Area 120 is Google's in-house incubator for experimental projects, giving small teams of startup-minded founders the space to explore bold new ideas. These ventures are often early-stage, high-ambiguity, and aimed at identifying new product opportunities for Google.

DesignMap partnered as an embedded strategic design team — helping founders clarify vision, test concepts, and build thoughtful user experiences. Our work included rapid discovery, user research, and prototyping. We also introduced education and frameworks around AI and ML integration, helping teams take bigger risks on ideas that generate true value for their users.

The Ask

DesignMap was brought in to bring dedicated design talent and education, to help founders navigate ambiguity and turn raw ideas into launch-ready products — with increasing emphasis on incorporating AI and ML in meaningful ways.

Process

We embedded alongside Area 120 teams as their dedicated product design partner. Through fast-paced collaboration, helped teams understand how to apply AI and ML thoughtfully, we clarified problem spaces, facilitated ideation, and worked with Google's internal research teams to validate concepts with users. From journey maps to high-fidelity prototypes, our goal was always the same: create clarity that leads to confident decisions.

Outcomes

DesignMap worked with over 40 founders to navigate the murky zero-to-one phase, and accelerate time to clarity and enable confident product decisions, helping them pass through Area 120’s funding gates. One prime example being Offbrand, an AI branding startup for small businesses.

Several startups went on to successfully launch publicly and rejoin the Google portfolio — proof that thoughtful, strategic design can bridge the gap between exploration and execution.

Google Technology

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