Yelp Visual Strategy and Design Systems
Year
2024
Services
Design Systems
Visual Strategy
Graphic Design
Consumer Research
UI/UX Design
Team
Leads: Jazzy Rao, Jenny Weng, Amber Louie
Consultants: Andrea Yang, Isabella He, Jenny Kim, Johanna Lee, Kimmy Pruitt, Naomi Manuel, Vivian Butler
Overview
Yelp is currently working to increase awareness around its home services offerings. Our team's initial project aimed to boost engagement with these services among Gen Z, millennials, and Gen X homeowners by implementing targeted performance marketing strategies, specifically through video advertising storyboards.
Additionally, Yelp seeks to develop a cohesive graphic design system to unify its branding across all verticals—Yelp for Consumers, Yelp for Businesses, and Yelp for Brands. Consequently, our team’s second project was to create a comprehensive graphic design system for each segment, aligning with existing brand guidelines while preserving distinct identities for each branch.
01 Research
Initial Research
To understand our users familiarity with yelp home services as well as the preference for advertising for home services content we surveyed 140+ users. In addition, we conducted A/B testing with 20+ users across three age groups, Gen Z, Millennial, and Homeowners, in order to isolate advertising content preferences by age.
Gen Z
Prefers unconventional and creative content that stands out. Values content that sparks curiosity and leaves room for exploration. Shows a tendency to skip ads quickly if the initial two seconds fail to engage. Relates well to content that is relatable and speaks to their experiences.
Millennial
Dislike overwhelming or aggressive content that feels too pushy. Prefer video content with smooth transitions and a steady pace, avoiding abrupt changes. Appreciate direct and straightforward messaging that gets to the point efficiently.
Values content showcasing real user experiences.
Homeowner/Gen X
Prefer content that provides a behind-the-scenes look or step-by-step guides.Dislikes intense transitions or flashy camera movements.Value simplicity and directness in content delivery, avoiding unnecessary complexity. Show interest in content that focuses on practical aspects and offers actionable insights or tips related to their interests or needs.
02 Synthesis
User Personas
From our survey and interview findings, we created user personas for three different age groups—Gen Z, Millennials, and Homeowners—identifying their unique needs, wants, pain points, and preferences. We aimed to use these insights to understand how to create ads that effectively target each group.
Meet our users: Hanna, Josh, and Holly.
Key Findings
Gen Z Engagement
Insight: Most Gen Z are not actively seeking home services due to their current life stage.
Leverage: Highlight long-term benefits now, building loyalty for the future. Offer incentives for current needs, making Yelp a go-to as they transition to homeownership.
Word-of-Mouth and Local Focus
Insight: Friends/ direct communities' reviews are highly influential.
Leverage: Encourage and incentivize users to leave reviews, especially local businesses, to amplify the impact of word-of-mouth recommendations. Highlight local businesses prominently to appeal to users' preference for familiar and trusted services.
Video Content Strategy
Insight: Users prefer genuine, personable content with humor and storytelling.
Leverage: Create authentic content showcasing real experiences. Use humor and storytelling to engage users personally and make Yelp Home Service memorable.
03 Performance Marketing: Video Concept Storyboards
Storyboards
Our design team supported Yelp on the Performance Marketing for Home Services project to enhance engagement among Gen Z, millennials, and young homeowners needing home services (e.g., moving, plumbing) by showcasing Yelp as the easiest solution for finding trusted service professionals. Our goal is to boost Yelp app downloads through targeted performance marketing strategies.
Based on findings from our surveys and interviews, we created four different video concepts: an appeal to brand loyalty, a demonstration-centered concept, one implementing a catchphrase, and a humerous concept. we took into consideration the wants and needs of our different demographic groups, Gen Z, Millennials, and Homeowners when creating these concepts.
“Grow with Yelp” Video Concept
Purpose
“Grow with Yelp” is a storytelling-based advertisement that showcases how Yelp is able to continuously provide the tools one needs throughout their different stages of life. With this advertisement, we aim to grow brand loyalty within the younger generation. As younger users grow up and transition into new responsibilities, we want them to view Yelp as a go-to app they are already familiar with.
Positioning
This video follows the same person using Yelp for various purposes throughout different stages of their life. Through this video, we aim to reposition Yelp as an everyday lifestyle tool rather than just a food review app.
Demo Video Concept
Purpose
This is an advertisement designed to highlight the diverse services available in Yelp’s home service section. The purpose is to demonstrate how these services simplify and enhance everyday living, transforming Yelp into a trusted partner in home management and improvement. This ad shows how Yelp makes home management easier and more efficient, helping users find and connect with top professionals effortlessly.
Positioning
This advertisement aims to position Yelp as a trusted resource in home management and improvement. By emphasizing Yelp’s ability to provide practical and reliable solutions for everyday living, we emphasize the practicality and reliability of its diverse home service offerings.
“Yelp for Help” Video Concept
Purpose
This advertisement is meant to be humorous and appeal to a wide range of audiences.
Through our research, we found that consumers from every age group enjoyed ads containing humor. However, we also found that many interviewees preferred ads with storylines, and disliked ads that seemed to have no purpose other than humor. Thus, we made sure to include a plot line to balance out the humor.
Positioning
This ad shows that Yelp is helpful in situations beyond restaurant searching. The scenario of a woman clogging the toilet on a first date is meant to be humorous, while showcasing the reliability and convenience of Yelp’s home services.
Funny Video Concept
Purpose
The purpose of the "Yelp for Help" video concept is to solidify Yelp's brand identity as a ubiquitous tool for finding reliable and timely assistance in everyday situations, thereby establishing Yelp as a verb synonymous with seeking help and recommendations. This tagline encapsulates the fast-paced lifestyle of Gen Z and their need for quick, efficient solutions.
Positioning
The "Yelp for Help" video concept is designed to position Yelp as the ultimate go-to resource for reliable and timely assistance in everyday situations.
Through dynamic typography transitions, the video will capture the fast-paced lifestyle of younger audiences, emphasizing their demand for quick and efficient solutions. This engaging visual approach will not only grab attention but also resonate deeply with the target audience, reinforcing Yelp's relevance and indispensability in their daily lives.
Key Findings
Content Creation
Genuine & Personable: Develop authentic and relatable content using real-life scenarios and testimonials to build trust and highlight personal stories showcasing the real-world benefits of Yelp's home services.
Engagement: Boost engagement by motivating users through gamification, including challenges and rewards. Highlight how the convenience of the Yelp app makes fixing homes rewarding.
Messaging
Emphasize Long-Term Benefits: Showcase features that will become increasingly relevant as they transition into homeownership, creating anticipation and familiarity.
Practical Tips: Deliver clear and concise messaging that emphasizes Yelp's ability to simplify busy lives, providing actionable insights and step-by-step guides for practical application in home services without unnecessary details.
Delivery
Smooth Transitions and Steady Pacing: Ensure smooth transitions and a consistent flow in videos to maintain viewer interest and prevent overwhelm.
Narrative and Humor Blend: Balance narrative-driven content with humor that enhances the storyline, ensuring ads are both entertaining and informative.
04 Graphic Design System: Templates & Mockups
Design System
Our team supported Yelp on the Graphic Design System project to unify branding across all verticals, aligning with the current brand guidelines. We aimed to establish a robust graphic design system that reinforces brand consistency and strengthens connection with three distinct audiences: Consumers, Local Businesses, and Brand stakeholders.
We created individualized graphic design systems of colors and shapes aimed at creating distinct visual identity for yelp consumers, local businesses, and the brand itself. building off of our consumer research and ideation, we produced three unique design systems.
Yelp for Consumers
Colors:
Bright, appealing colors evoke positive emotions and warmth.
Shapes:
Rounded shapes add friendliness and approachability.
User Experience:
These elements create an inviting experience, encouraging exploration and return visits.
Graphic design approach:
Grabs attention with visually striking content.
Visibility:
Bold graphics, vibrant colors, and creative layouts stand out in crowded feeds.
Engagement:
Quickly conveys information, aligning with fast-scrolling habits.
Yelp for Business
Balanced Design:
Mixes shapes or colors with minimal imagery for effective, lighthearted ads.
Professional Appearance:
Ensures clarity and visual appeal without complexity.
Strategic Layout:
Utilize a strategic layout and imagery so local businesses can envision themselves with Yelp.
Leverage Yelp’s Collaborative Values:
Content highlights local business events. Showcase the unique benefits of partnering with Yelp as a potential for growth.
Professional Palette:
Bold red titles establish Yelp branding while secondary blues enforce a professional tone.
Yelp for Brands
yelp for brands
Professional Appearance:
Maintains sophistication and professionalism with a single color.
Essential Information:
Draws attention to essential information using limited color and shapes.
Final Recommendations
Consumer
Yelp for consumers should be the most visually appealing, targeting a broad audience with eye-catching design and engaging content to attract and retain users.
Utilize a wide color palette with strong pops of red to expand the Yelp brand beyond food, while maintaining strong brand identity. Use of diverse shapes while maintaining order establishes Yelp as both refreshingly fun and reliable.
Business
Yelp for business should be minimalistic and straightforward, targeting local businesses viewing Yelp as a growth opportunity within a community-based platform.
Utilize a minimal color palette featuring strong reds and secondary blues to establish a professional tone that businesses can identify with. Simple forms and relatable imagery fosters trust and familiarity with Yelp among businesses.
Brand
Yelp for brands should be bold and memorable, targeting large brands that can leverage Yelp’s platform for targeted advertising and brand awareness.
Use a limited color palette, primarily red paired with some whites and blacks, to enhance boldness and fun. Incorporate singular shapes, greater white space, and limited image content to create memorable grand gestures.