Overview
Drifting & Googling is a browser extension that breaks the way the algorithm builds our internet experience and questions the form of the web. I made every Google search result float, overlap, and collapse on itself.
Advisor
Ben Grosser
team
Myself
timeline
1+ months
Nov 2020 - Dec 2020
tools
Javascript, JQuery, After Effect
How it works
Viewers will be able to experience the way the extension activates the space of the browser and animates aspects of the user experience that are hidden underneath the surface of our normal perception.
The borders and barriers that were once rigid now move and sway as if in the breeze or a refracted image of something at the bottom of a pool.
Process
Software systems provide us with services and tools intended to enhance convenience in our lives. However, there are occasions where these systems selectively present their content, tailoring it to their preferred user experience.
For instance, social media moderators may restrict specific forms of speech and content, while E-commerce may prioritize sponsored products. All of these practices can lead to concerns about echo chambers, filter bubbles, and potential biases in the presented content.
As a designer who is new to user experience design, this serves as a constant reminder of how powerful technology can be and how it must be handled with care. That is why I chose to focus this project on one of the most powerful algorithms in the world - Google.
I find it questionable that Google interferes with its search algorithms by favoring big businesses over smaller ones, preventing certain sites from surfacing, and adjusting algorithm rankings based on contractors' feedback. Therefore, I have decided to focus more on how Google sorts and organizes its search results.
My original idea was to design an experience that changes Google's search results without the audience's knowledge. I created some mockups and asked the class for feedback. People liked the idea, but they didn't feel any difference if they didn't know the extension was active.
They would like to be notified when their search results are being reorganized. Otherwise, they don't see the need for another algorithm to interfere with their search results.
I continued to work on the concept of randomizing search results, and then I got inspiration from the bouncy DVD logo. Its movement is completely organic and random, and it’s fun to watch! If I use a similar motion to move the search results, the experience will definitely feel more engaging.
I had an idea of using Google Assistant, a new generation way of searching, to demonstrate how Drifting & Googling works. The iconic robotic voice of Google Assistant referenced the algorithmic nature of using Google. I also drew on Google's own aesthetic throughout the project, which made it seem more realistic and satirical.
impact
Here is some feedback I received from the people who tried Drifting & Googling:
‘I think this is a really cool extension to get away from taking everything so seriously online. It provides a nice change of pace.’
- My classmate
‘It feels like a form of performance art because using this extension with google images can make the screen look interesting.’
- My art friend
‘What your extension does to the browser isn't just about search but about the form of the web itself. The way it leads to specific kinds of forms. Your work breaks that.’
- My professor
The reaction I received took me by surprise. As a designer, I design pixel-perfect interfaces by using grid systems and being purposeful with every component I use. This extension broke all of that. I am pleased to have raised awareness among my audiences about the computer interfaces they use on a daily basis.
