Yelp | UX

YELP PROJECT

An example roadmap and proposals for the Yelp user review website.

1. RESEARCH

Business goals

Target users

Understanding the market:

gather datacompetitive benchmarking

Let’s Discover...

1. RESEARCH

1. RESEARCH

User needs

User scenarios

Strenghts and problems within the product

Opportunities

Let’s Discover...HOW?

Quantitative research

Qualitative research

- stakeholders / user interviews

- contextual inquiry:(with Yelp users and people w/ target profile)

- Google analytics

- Surveys

- Other data analysis (logs, shares, likes)

1. RESEARCH

Deliverables

Personas / group profiles

Scenarios /cases of use

User Interviews& Usability Test

HENRY. Man, 35 yo, married w/ch.Upper Middle Class. Heavy user of the internet, mobile devices and digital/online services.

HABITS- Goes out a least once a week, maybe more- Drives his own car- Bicycle activist- Likes a good ethnic restaurant, cool places (bars etc) to meet friends, outdoors trips- Enjoys his evenings with family & friends

GOALS- Wants to find nice & cool places to go- Needs to spend the least possible amount of money in it- Wants to avoid frustrating outcomes when choosing- Would like to have reliable reviews of bars, concerts, restaurants, services, tourist attractions and trip advice

1. RESEARCH




Deliverables

Based on the personas, some scenarios are built (weʼll derive use cases from them,

more technical and detailed):

“Henry has just arrived in Curitiba with his wife. Itʼs his hometown, but itʼs been almost twenty years since he

went to a bar to spend the evening. He wanted to relax from the road trip (~6 hrs driving non-stop), so he decides to find a cool place to show his wife Curitibaʼs night life. As he could find none of his friends, he decides to use an online service. Heʼs

heard of YELP before, so he gave it a try.”

DAY 1

HENRY arrives in town and decides to have some fun

Visit YELPʼs mobile website, which offers him the YELP app

Website redirected him to the App

Store, where he downloads the app

Signs up to YELP inside the app,

using his Facebook account

Searches for bars & cool things to do in the

neighborhood

Finds a bar he used to go

Goes to the bar and takes pictures; publishes them via

the YELP app

Returns home and writes a review inside the app

The next day, visits the YELP website on a PC/Desktop

Looks for a Chinese restaurant to take his family

Shares yesterdayʼs review (bar) on

Facebook

Invites friends to join YELP

DAY 2

1. RESEARCH

Deliverables




As an experiment*, two (2) users within the target audience were interviewed and their

navigation was recorded

Mobile App YELP websiteused the YELP used the1 of them 2 of them

* in a real research, at least six (6) people are interviewed and tested

NOTES AND OBSERVATIONS FROM SEMI-STRUCTURED INTERVIEWS

Who?

What?

When?

How?

How often do you surf the internet? Do you do it at home, work or elsewhere? Where? And from which devices? Do you go out (party, bars, parks etc) often? How do you choose where to go? Do you use some kind of online help or service to help you decide?Which websites or apps have you tried? How often do you use these services or apps? What kind of information is more important that the service show you? Who are the people and other sources that you trust for tips and information on trips, events & such? What kinds of things compells you to leave your comfy sofa and visit a new place? Do you know Yelp? Just looking at the homepage, what do you think Yelp does? In your opinion, is it easy to understand Yelp? What did you find easy to understand?

USABILITY TESTS

Interesting and cool service

Possibly adictive

Cluttered website

Outdated look and feel

Bad navigation menus

Poor communication (lack of consistency of terms ex: “yelper, friend, fan”)

THROUGOUT THE WHOLE EXPERIENCE

2 days/ live on

Mobile and desktop

User Journey

Interaction Touchpoints

Emotional map

Pain-points / Opportunities

2. REVIEWEXPERIENCE MAPPING

2. REVIEWEXPERIENCE MAPPING

HIGH IMPACT

LOW IMPACT

MORE DIFFICULTY

LESS DIFFICULTY

USA 1USA 2

USA 3USA 8 USA 7

USA 5

USA 6

USA 9

F1F2

F3

USA 1 - USA 9Usability adjustments/improvments

F1 - F3aOpportunities:Sugested Functions/Flows

2. REVIEWEVALUATING EFFORT VS. IMPACT

1) At the download banner, in the mobile site, add to the icon and to the title a link pointing to the app at the Apple AppStore. There’s only a discrete “Ver” (“See”, in Portuguese) with said link - not at all obvious.

2) When using Facebook to sign up, highlight the password field, making clear that the user has to enter it manually.

3) Show some filters below the search field (on the page that shows the list with the results - see mockup)

4) Provide more preset filters, change the wording in some screens and replace “on/off” slider buttons with “checkboxes” in the new design

3. PROPOSALSUSABILITY ADJUSTMENTS / IMPROVEMENTS

1

2

3

3

5) Change color of buttons “filter” and “map”

6) Show a numeric score below the stars

7) Ad an option to Sign-in with Facebook next to the login fields on the desktop site

8) Add “Share on Facebook/Twitter” in every place description page.

9) Replace “radio button” with “checkbox” on bookmark tag; add more specific tags and delete the useless “no tag/sem etiqueta”

3. PROPOSALSUSABILITY ADJUSTMENTS / IMPROVEMENTS

8

8

5 7

7

On map

Ex:

F1) Reminder to write a reviewAfter the check-in or picture-taking, the YELP app must send a reminder note (something like “review John Doe’s Bar now!”) when the user closes the app or when the device detects it is moving away from the chek-in site (500 meters is a safe distance, which can be tracked accurately by the internal GPS, if the mobile phone has it).

3. PROPOSALSSUGGESTED NEW FUNCTIONS / FLOWS

3. PROPOSALSSTORYBOARD - DON’T FORGET TO REVIEW!

The user goes to the place The user takes pictures or checks-in in the YELP app

The user leaves the place

The GPS detects when the user is 500 meters away

from the place

The user receives an alert reminder to review the place The user reviews the place

F2) “Write a review” page redesign- Add feedback on review lenght also on the desktop site;- Add text/label below stars;


- Split form in two parts (specially the app form), on the second screen add optional fields to further detail the review and helps improve the search and better order the content and reviews


F3) Rethink the bookmarks

For example, adding more valuable and specific tags, like:

“want to visit”, “recomend to friends”, “cheap and good”, “cool!”,“casual”, etc.

Yelp | UX

Design

Transcript of Yelp | UX