The Work
I led a team of 10 to help boost Yelp app downloads among younger users by implementing data-driven marketing strategies. We also developed design systems and templates tailored for both enterprise and local use, guided by B2B/B2C visual case studies.
I led a team of 10 to help boost Yelp app downloads among younger users by implementing data-driven marketing strategies. We also developed design systems and templates tailored for both enterprise and local use, guided by B2B/B2C visual case studies.
Focus
Consumer Research
Creative Strategy
Visual Design
B2B/B2C
Performance Marketing
Consumer Research
Creative Strategy
Visual Design
B2B/B2C
Performance Marketing
Role
Design Director, Visual Design Lead
Design Director, Visual Design Lead
Team
UC Berkeley UMA Design, Yelp Marketing
UC Berkeley UMA Design, Yelp Marketing
Context
Context
Context
Yelp is a platform where users can discover, review, and rate local businesses, covering categories like restaurants, home services, and more. It also offers advertising tools for businesses to manage their online presence and reach potential customers.
Yelp is a platform where users can discover, review, and rate local businesses, covering categories like restaurants, home services, and more. It also offers advertising tools for businesses to manage their online presence and reach potential customers.
Problem #1
Problem #1
Problem #1
Yelp is well-known for its restaurant reviews, but its home services segment is underutilized, particularly among Gen Z and young millennial homeowners. Yelp wants to invest in video ads to drive more downloads and engagement in this area.
Yelp is well-known for its restaurant reviews, but its home services segment is underutilized, particularly among Gen Z and young millennial homeowners. Yelp wants to invest in video ads to drive more downloads and engagement in this area.
Problem #2
Problem #2
Problem #2
Click here to skip to solution
Yelp's brand shapes, while inspired by their logo, is struggling to effectively cater to the distinct needs of their three audiences—consumers, local businesses, and brands—each requiring varying levels of fun and professionalism.
Yelp's brand shapes, while inspired by their logo, is struggling to effectively cater to the distinct needs of their three audiences—consumers, local businesses, and brands—each requiring varying levels of fun and professionalism.
How might we leverage video ads to attract Gen Z and young millennials to Yelp’s home services?
How might we leverage video ads to attract Gen Z and young millennials to Yelp’s home services?
How might we leverage video ads to attract Gen Z and young millennials to Yelp’s home services?
Preliminary Research
Preliminary Research
Preliminary Research
We researched advertising trends and content preferences for Gen Z and young Millennials, focusing on effective content types, mediums, and styles for each group.
Read the full summary of our findings here!
We researched advertising trends and content preferences for Gen Z and young Millennials, focusing on effective content types, mediums, and styles for each group.
Read the full summary of our findings here!
Gen Z
Gen Z
Young Millennials
Young Millennials
Video Content
Video Content
Short-form, mobile-optimized; TikTok & Instagram focus
Short-form, mobile-optimized; TikTok & Instagram focus
Prefers video; higher engagement & trust in product videos
Prefers video; higher engagement & trust in product videos
Personalization
Personalization
High value on personalized content and interactive experiences
High value on personalized content and interactive experiences
Content with humor and societal relevance is effective
Content with humor and societal relevance is effective
Social Media
Social Media
Heavy users of TikTok, Instagram & Reddit
Heavy users of TikTok, Instagram & Reddit
Active on TikTok, Instagram, Facebook, YouTube, Twitter
Active on TikTok, Instagram, Facebook, YouTube, Twitter
Marketing
Marketing
Influencer and peer recommendations are impactful
Influencer and peer recommendations are impactful
Influencers and user-generated content are seen as authentic
Influencers and user-generated content are seen as authentic
Visual Aesthetic
Visual Aesthetic
Creative, Engaging, Bold, Trendy
Creative, Engaging, Bold, Trendy
Simple, Innovative, Dynamic
Simple, Innovative, Dynamic
Brand Values
Brand Values
Diversity, community, environmental consciousness
Diversity, community, environmental consciousness
Values reputation, authentic content, and local support
Values reputation, authentic content, and local support
User Survey
User Survey
User Survey
We surveyed 162 people to assess sentiments toward Yelp, focusing on home service preferences and concerns, as well as opinions on advertisement content and organizational values.
We surveyed 162 people to assess sentiments toward Yelp, focusing on home service preferences and concerns, as well as opinions on advertisement content and organizational values.
What do you identify Yelp with?
What do you identify Yelp with?
How do you currently find home services?
How do you currently find home services?
are unaware that Yelp offers home services.
are unaware that Yelp offers home services.
prioritize a service's reputation and reviews.
prioritize a service's reputation and reviews.
consider pricing and promotions when making service choices.
consider pricing and promotions when making service choices.
What type of video content appeals the most to you?
What type of video content appeals the most to you?
A/B testing
A/B testing
A/B testing
16 participants (8 for each demographic) review pairs of video ads and provide feedback to determine which performs better, helping us refine our strategies and create more effective content.
16 participants (8 for each demographic) review pairs of video ads and provide feedback to determine which performs better, helping us refine our strategies and create more effective content.
Gen Z
Gen Z
Prefers unconventional and creative content that stands out.
Prefers unconventional and creative content that stands out.
Values content that sparks curiosity and leaves room for exploration.
Values content that sparks curiosity and leaves room for exploration.
Shows a tendency to skip ads quickly if the initial 2 seconds fail to engage.
Shows a tendency to skip ads quickly if the initial 2 seconds fail to engage.
Relates well to content that is relatable and speaks to their experiences.
Relates well to content that is relatable and speaks to their experiences.
Young Millennials
Young Millennials
Dislike aggressive or pushy content.
Dislike aggressive or pushy content.
Prefer behind-the-scenes or step-by-step guides.
Prefer behind-the-scenes or step-by-step guides.
Favor videos with smooth transitions and a steady pace.
Favor videos with smooth transitions and a steady pace.
Appreciate direct, straightforward messaging.
Appreciate direct, straightforward messaging.
Interested in practical, actionable insights or tips.
Interested in practical, actionable insights or tips.
Prefer simplicity and clarity in content.
Prefer simplicity and clarity in content.
User Personas
User Personas
User Personas
To synthesize insights from our preliminary research, surveys, and A/B testing, we developed two user personas, each representing a key demographic: Gen Z and Millennials.
Insights
Insights
Insights
Gen Z Engagement
Most Gen Z isn’t seeking home services yet.
Highlight long-term benefits to build future loyalty.
Offer current incentives to attract them.
Position Yelp as their go-to as they transition to homeownership.
Word-of-Mouth and Local Focus
Friends' and community reviews are highly influential.
Encourage and incentivize users to leave reviews.
Highlight local businesses to boost word-of-mouth recommendations.
Appeal to users' preference for trusted, familiar services.
SOLUTION
SOLUTION
Video Ad Concepts
Video Ad Concepts
Video Ad Concepts
Grow With Yelp
Grow With Yelp
The video features a single person using Yelp throughout different life stages, showcasing its diverse applications.
The video features a single person using Yelp throughout different life stages, showcasing its diverse applications.
The video features a single person using Yelp throughout different life stages, showcasing its diverse applications.
Purpose
Purpose
Build brand loyalty among younger users.
Present Yelp as a familiar tool for various life stages.
Encourage users to view Yelp as a go-to app for their evolving needs.
Build brand loyalty among younger users.
Present Yelp as a familiar tool for various life stages.
Encourage users to view Yelp as a go-to app for their evolving needs.
YELP For Help
YELP For Help
The video uses dynamic typography transitions to showcase Yelp as a go-to resource for reliable and timely assistance in everyday situations.
The video uses dynamic typography transitions to showcase Yelp as a go-to resource for reliable and timely assistance in everyday situations.
The video uses dynamic typography transitions to showcase Yelp as a go-to resource for reliable and timely assistance in everyday situations.
Purpose
Purpose
Establish Yelp as synonymous with seeking help and recommendations.
Reflect Gen Z’s need for quick, efficient solutions.
Reinforce Yelp’s brand identity as a reliable tool for everyday assistance.
Establish Yelp as synonymous with seeking help and recommendations.
Reflect Gen Z’s need for quick, efficient solutions.
Reinforce Yelp’s brand identity as a reliable tool for everyday assistance.
Yelp! Your Service Shortcut
Yelp! Your Service Shortcut
The video uses gamification to highlight Yelp’s home services, showing how easily users can find and connect with top professionals, similar to navigating a video game.
The video uses gamification to highlight Yelp’s home services, showing how easily users can find and connect with top professionals, similar to navigating a video game.
Purpose
Purpose
Show how Yelp simplifies home management and improvement.
Establish Yelp as a trusted partner for everyday living.
Highlight Yelp’s ease of use and practical solutions for home services.
Show how Yelp simplifies home management and improvement.
Establish Yelp as a trusted partner for everyday living.
Highlight Yelp’s ease of use and practical solutions for home services.
Problem #2
Problem #2
Problem #2
Yelp's brand shapes, while inspired by their logo, is struggling to effectively cater to the distinct needs of their three audiences—consumers, local businesses, and brands—each requiring varying levels of fun and professionalism.
Yelp's brand shapes, while inspired by their logo, is struggling to effectively cater to the distinct needs of their three audiences—consumers, local businesses, and brands—each requiring varying levels of fun and professionalism.
How might we tailor Yelp's brand shapes to meet the diverse needs of audiences?
How might we tailor Yelp's brand shapes to meet the diverse needs of audiences?
How might we tailor Yelp's brand shapes to meet the diverse needs of audiences?
B2B vs B2C Research
B2B vs B2C Research
B2B vs B2C Research
To start our design system project, we examined B2B and B2C graphic design examples to identify patterns in maintaining distinct visual identities while staying true to branding.
To start our design system project, we examined B2B and B2C graphic design examples to identify patterns in maintaining distinct visual identities while staying true to branding.
VS
VS
VS
B2B
In Adobe's B2B advertisements, the layout is strategically designed with a balanced image and text ratio, minimal color, and visuals to maintain a professional appearance and minimize distractions.
In Adobe's B2B advertisements, the layout is strategically designed with a balanced image and text ratio, minimal color, and visuals to maintain a professional appearance and minimize distractions.
B2C
Adobe's B2C advertisements are characterized by vibrant colors, attention-grabbing visuals, and a dramatic flair, creating a captivating and engaging experience for viewers.
Adobe's B2C advertisements are characterized by vibrant colors, attention-grabbing visuals, and a dramatic flair, creating a captivating and engaging experience for viewers.
VS
VS
B2B
Amazon's B2B ads, like "Amazon for Brands," use primary colors and a darker palette for professionalism, while "Amazon for Businesses" adds more tones and shapes.
Amazon's B2B ads, like "Amazon for Brands," use primary colors and a darker palette for professionalism, while "Amazon for Businesses" adds more tones and shapes.
B2C
Amazon's B2C ads feature vibrant colors and bold patterns, creating a playful and lighthearted experience.
Amazon's B2C ads feature vibrant colors and bold patterns, creating a playful and lighthearted experience.
SOLUTION
SOLUTION
Design System
Design System
Consumers
Consumers
fun
fun
Colors
Colors
Use bold and vibrant colors liberally to reflect a fun, engaging vibe.
Use bold and vibrant colors liberally to reflect a fun, engaging vibe.
Shapes
Shapes
Innovative and whimsical shapes.
Leverage techniques like layering, stacking, merging, and contrast.
Maintain a 70% graphics to 30% images ratio for a focus on abstract elements.
Innovative and whimsical shapes.
Leverage techniques like layering, stacking, merging, and contrast.
Maintain a 70% graphics to 30% images ratio for a focus on abstract elements.
Local Business
Local Business
some fun
Colors
Colors
Use a limited color palette while retaining a bold feel.
Use a limited color palette while retaining a bold feel.
Shapes
Shapes
Keep shapes simple to maintain a lighthearted tone without excessive complexity.
Aim for a 50% graphics to 50% images ratio for a balanced yet professional look.
Keep shapes simple to maintain a lighthearted tone without excessive complexity.
Aim for a 50% graphics to 50% images ratio for a balanced yet professional look.
Brand
Brand
a little fun but professional
Colors
Colors
Primarily use darker brand colors for a fun yet sophisticated look.
Primarily use darker brand colors for a fun yet sophisticated look.
Shapes
Shapes
Incorporate singular, formal shapes as key elements to enhance messaging and imagery.
Maintain a 25% graphics, 25% images, and 50% white space ratio to emphasize bold messaging.
Incorporate singular, formal shapes as key elements to enhance messaging and imagery.
Maintain a 25% graphics, 25% images, and 50% white space ratio to emphasize bold messaging.
Reflection
Working on the Yelp project was so awesome and taught me a lot about visual strategy and brand representation. It was eye-opening to see how media influenced consumer perceptions, and I really enjoyed A/B testing different ads and seeing people's reactions.
The graphic design system project was both interesting and challenging, balancing fun and professionalism for various audiences. I wish we had more time to explore layering and contrast and make the local business and brands sector more engaging.
I’m incredibly grateful for my UMAzing team and the chance to work with Yelp’s creative directors and managers—it was an invaluable experience. THANK YOU <3
Working on the Yelp project was so awesome and taught me a lot about visual strategy and brand representation. It was eye-opening to see how media influenced consumer perceptions, and I really enjoyed A/B testing different ads and seeing people's reactions.
The graphic design system project was both interesting and challenging, balancing fun and professionalism for various audiences. I wish we had more time to explore layering and contrast and make the local business and brands sector more engaging.
I’m incredibly grateful for my UMAzing team and the chance to work with Yelp’s creative directors and managers—it was an invaluable experience. THANK YOU <3
