Free Association
We’re a fully remote
agency based in the U.S.


Ten years of product evolution.


Free Association is a preferred agency partner of Google, and our product teams have been involved in a wide range of work since 2012. We have collaborated closely, often embedded, to create products, platforms, and systems that serve consumers and teams within Google. From Google Store e-commerce UX, to experience vision for new ventures, to the brand system steering Google Hardware creative, Free Association has blended seamlessly into many Google teams to drive informed design decisions and results.


  • Product Leadership
  • Strategic Planning
  • Project Management
  • UX & Market Research
  • Testing & Measurement
  • Information Architecture
  • User Experience Design
  • UI & Visual Design
  • Interaction Prototyping
  • Brand Systems & Guidelines

We serve as the UX growth team for Google Store, working with a cross-functional team to validate and launch multiple experiments per month. Our focus is improving usability, driving conversion, and increasing topline revenue.

We’ve collaborated on many key initiatives for Google Store, including navigation, subscriptions, accounts, Stadia gaming, Pixel carrier activation, and Google One membership.

We’ve partnered with many other talented teams at Google over the years, spanning these business verticals.


Design and prototyping to imagine next generation retail experiences in-store.

Creative Lab

Envisioning customer experiences for small businesses seeking integrated Google solutions.

Access & Energy

Mapping marketing strategy and UX to customer needs for the Wifi hardware product launch.

Hardware Creative

Inspiring and educating customers with elevated brand systems for Google Hardware.

“I’ve worked closely with Free Association for more than four years at Google. During that time, we went through three major reorganizations. At every point their team adapted, accommodated, achieved, and astounded. This agility alone is why I will always welcome their services.”

Shawn Dumas
UX Engineer, Manager



All Work

We’re a fully remote
agency based in the U.S.