Editing Larry Page (section)

==== Changes and consolidation process ====
At least 70 of Google's products, features and services were eventually shut down by March 2013, while the appearance and nature of the remaining ones were unified.<ref>{{cite web|author1=Urs Hölzle|title=A second spring of cleaning|url=http://googleblog.blogspot.se/2013/03/a-second-spring-of-cleaning.html|website=Official Google Blog|access-date=February 3, 2015|date=March 13, 2013|archive-url=https://web.archive.org/web/20150202103403/http://googleblog.blogspot.se/2013/03/a-second-spring-of-cleaning.html|archive-date=February 2, 2015|url-status=live}}</ref><ref name="Hel"/> Jon Wiley, lead designer of Google Search at the time, codenamed Page's redesign overhaul, which officially commenced on April 4, 2011, "Project Kennedy", based on Page's use of the term "moonshots" to describe ambitious projects in a January 2013 ''[[Wired magazine|Wired]]'' interview.<ref name="Die">{{cite web|author1=Dieter Bohn, Ellis Hamburger|title=Redesigning Google: how Larry Page engineered a beautiful revolution|url=https://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolution|website=The Verge|publisher=[[Vox Media, Inc]]|access-date=February 1, 2015|date=January 24, 2013|archive-url=https://web.archive.org/web/20150203001709/http://www.theverge.com/2013/1/24/3904134/google-redesign-how-larry-page-engineered-beautiful-revolution|archive-date=February 3, 2015|url-status=live}}</ref><ref name="Lev">{{cite magazine|author1=Steven Levy|title=Google's Larry Page on Why Moon Shots Matter|url=https://www.wired.com/2013/01/ff-qa-larry-page/all/|magazine=Wired|access-date=February 1, 2015|date=January 17, 2013|archive-url=https://web.archive.org/web/20150201055806/http://www.wired.com/2013/01/ff-qa-larry-page/all/|archive-date=February 1, 2015|url-status=live}}</ref> An initiative named "Kanna" previously attempted to create a uniform design aesthetic for Google's range of products, but it was too difficult at that point in the company's history for one team to drive such change. Matias Duarte, senior director of the [[Android (operating system)|Android]] user experience when "Kennedy" started, explained in 2013 that "Google passionately cares about design." Page proceeded to consult with the Google Creative Lab design team, based in New York City, to find an answer to his question of what a "cohesive vision" of Google might look like.<ref name="Die"/>

The eventual results of "Kennedy" which were progressively rolled out from June 2011 until January 2013, were described by [[The Verge]] technology publication as focused upon "refinement, white space, cleanliness, elasticity, usefulness, and most of all simplicity." The final products were aligned with Page's aim for a consistent suite of products that can "move fast", and "Kennedy" was called a "design revolution" by Duarte. Page's "UXA" (user/graphics interface) design team then emerged from the "Kennedy" project, tasked with "designing and developing a true [[User interface|UI]] framework that transforms Google's [[application software]] into a beautiful, mature, accessible and consistent platform for its users." Unspoken of in public, the small UXA unit was designed to ensure that "Kennedy" became an "institution."<ref name="Die"/>