What is Yelp?
Yelp is one of the leading global sources of user-generated reviews and ratings for businesses. Although it is most widely known for crowd-sourced reviews on restaurants and local businesses, their website and mobile app also offer various services. Some of these include table reservation services, auto services, and most relevant to our project, home services such as contractors, movers, and plumbers. In addition to this consumer-facing platform, Yelp also operates "Yelp for Businesses," which targets advertising for local businesses, and "Yelp for Brands," which focuses on larger enterprises.
The Problem
Currently, Yelp is facing challenges in increasing awareness for its home services offerings. With this, our team’s first project was to enhance engagement with these services among their Gen Z, millennial, and Gen X/homeowner audiences through targeted performance marketing strategies in the form of video advertising storyboards.
Furthermore, Yelp is looking to develop a graphic design system to unify branding across all verticals (Yelp for Consumers, Yelp for Businesses, and Yelp for Brands). Thus, our team’s second project was to establish a robust graphic design system for each branch that aligns with current brand guidelines while maintaining distinct identities.
My Role
As a project manager, I led weekly project meetings with our team of 7 consultants, developed project timelines and assignments, and created mini-workshops for each phase of our project. I also presented team progress and collected client feedback through biweekly check-ins with our points of contact. During this project, we presented a midpoint deliverable with detailed research findings & synthesis, and a concluding deliverable with the final design systems, performance marketing storyboards, and recommendations.
HMW
After understanding the current challenges and goals of both projects, we started by asking:
Preliminary Research
Diving into demographics
In order to better understand the 3 target demographics (Gen Z, millenials, Gen X/homeowners) of our performance marketing project, our team started by conducting secondary research into the advertisement space for each demographic. Some questions we considered were: What are some trends within the video content/advertisement space for each? What types of content, mediums, and styles appeal the most to each demographic? What are current competitors (ex. Taskrabbit) doing within the video space for each demographic and what future directions might video content/visual advertisements take?
So, what did we find?
Below is a super simplified chart of our insights - read the full summary of our findings, statistics, and examples here!
Gen Z
Millennial
Homeowner / Gen X
Values
Authentic, Local, Creative, Relatable
Local, Quality, Reliable
Self sufficient, Trustworthy
Video Content
Funny, Trustworthy, Lighthearted, Personal
Trustworthy, Straightforward, Humorous
Transparent, Straightforward, Nostalgia
Graphic Design
Creative, Engaging, Bold, Trendy
Simple, Innovative, Diverse
Practical, Clean
Zooming in on case studies
Then, to get started on our design system project, we looked into existing graphic design examples from companies with both B2B and B2C offerings. In doing so, we hoped to uncover patterns regarding how companies are currently working to maintain distinct visual identities across verticals while staying true to their branding.
Adobe: case study #1
B2B
vs
B2C
In Adobe's B2B advertisements, we can see that the layout is strategically designed with a balanced image and text ratio, minimal color, and visuals to maintain a professional appearance and minimize distractions. Adobe's B2C advertisements are characterized by vibrant colors, attention-grabbing visuals, and a dramatic flair, creating a captivating and engaging experience for viewers.
Amazon: case study #2
B2C
vs
B2B
In Amazon’s first B2B advertisement (essentially “Amazon for Brands”), color is limited to just their primary colors, and the use of minimal patterns with a darker color palette instill a sense of professionalism. In their second B2B advertisement (essentially “Amazon for Businesses”), we can see how they incorporate more tones and shapes. In contrast, Amazon’s B2C advertisements involve vibrant colors and bold patterns, creating a more lighthearted and playful experience.
SWOT Analysis
As our last stop for preliminary research, we created a SWOT chart to analyze Yelp’s positionality and to identify key areas to target during our later phases of the project.
Strengths
Large User Base
Public Engagement
Practicality
Weaknesses
Lack of Diversification
Stigmatization
User Discretion
Opportunities
Strategic Partnerships
AI Implementation
Threats
Rising Competition
Platform Dependency
User Research
Why Survey?
To collect more quantitative data on the preferences and sentiments of the Gen Z demographic specifically, our team conducted a user survey with three main goals (shown below). In total, we collected 144 responses!
Yelp Sentiments
Collecting data on sentiments toward Yelp, offering insights into user perspectives on Yelp’s values and services.
Home Services
Preferences on home services, including consumer experiences, area of concerns, and preferences for service providers.
Advertisement Content
Gathering insights on consumer preferences for advertisement themes, use of platforms, and styles of video content.
Yelp Familiarity & Home Services Findings
The first 4 questions of our survey revolved around how consumers perceive and use the Yelp product, and the next 5 questions aimed to understand their engagement with home services, both through Yelp and in general. In understanding what leads consumers to choose Yelp (or their competitors), as well as areas of interest regarding home services, we’re able to better cater our visual assets to fit that appeal. Additionally, we hoped to uncover any disconnect between existing brand perception and the brand identity that Yelp’s creative marketing team hoped to display.
What do you identify Yelp with?
How do you currently find home services?
89.5% of respondents are unaware that Yelp offers home services, highlighting opportunity for increased awareness and engagement within this sector.
94.4% of respondents prioritize a service's reputation and reviews, followed by a significant percentage considering pricing and promotions when making service choices.
What does this mean for us?
One main idea that came to mind was to leverage Yelp’s existing strengths: with its reputation for reliable recommendations, convenient access to services, and strong user trust, Yelp can increase consumer engagement with its home services by emphasizing their easy service provider process, quote features, and trusted reviews (aligns with consumer priorities of reviews and pricing). Furthermore, most consumers are currently seeking home services via Google and word-of-mouth, which highlights the importance of emphasizing positive experiences and increasing online visibility (for example, creating advertisements that resonate with consumers and get people talking on social media).
Advertisement Findings
Our last 3 questions helped us understand the types of advertisement content and themes consumers preferred. We also asked about their use of various social media platforms, hoping to gauge the kinds of video & visual content consumers enjoy most. (ex. Tiktok is known for more relatable, humorous content while FaceBook is known for more traditional, local-focused content.)
What do you identify Yelp with?
*UGC = user generated content
Top 5 most appealing themes (out of 9 options)
What does this mean for us?
For our performance marketing project, we found that most consumers prefer advertisements involving humor, demonstrations (showcases trustworthiness), and authenticity (storytelling & innovation). An idea that came to mind was to depict quirky scenarios during a plumbing repair or moving mishaps to grab attention and make content relatable and memorable. Another was to highlight real-life success stories and footage to build credibility, or to show before-and-after scenes or walkthroughs of services to educate and build trust.
Why A/B Testing?
To dive deeper into video advertisement preferences for all 3 demographics, we conducted A/B testing using real-world advertisement examples. We showed 21 participants (7 participants for each demographic) various pairs of video advertisements, and asked them to provide feedback on each pair. Then, we asked questions such as: which one did you find more motivating to buy the service or product and why? Which one did you find more engaging? What do you remember about each ad? Our goal was to gather insights on which advertisement version performs better based on viewer feedback, which would then help us refine our strategies and create more effective content for the video concepts.
Pepsi vs Starbucks
Both follow the journey of a cup/can, but one focuses on the human experiences it comes with while the other focuses on the magic of the cup.
Goal
Do viewers prefer when the focus of the ad is on the product or on the experiences it can facilitate? Do viewers like camera motion effects?
On Sportswear vs Tinder
Both are short (15 secs) ads, but one is fast-paced and action packed while the other is steady, slow-paced, and emphasizes emotion.
Goal
Do viewers prefer fast-paced ads or slow scenes? What resonates more with viewers: one catchy phrase or various listed advantages?
Mercedes vs Burger King
Both are innovative - Mercedes uses chickens as a visual metaphor and Burger King uses CGI to mix its product with an iconic landmark.
Goal
What is more effective at conveying a message: a sillier, more metaphoric ad or a larger-than-life, more concrete ad?
Closing Questions
We asked viewers to reflect on each video after each pairing, and asked various questions such as those listed above.
Goal
Using tangible examples, we hoped to understand which elements of various ads were effective and memorable.
A/B Testing Key Findings
Gen Z
Millennial
Homeowner/Gen X
More Synthesis
Key Insights
After completing our research phase, we synthesized our findings into 3 key insights:
Key Insight 1
Humor, Trust, & Storytelling
Humor, authenticity, storylines, credibility, and practicality are key advertisement themes preferred by all 3 demographics.
Key Insight 2
Gen Z Loyalty
We can leverage Gen Z’s existing trust in Yelp by building brand loyalty until they reach the age of needing home services.
Key Insight 3
Differentiating Brand Verticals
Differentiating design systems for Yelp’s verticals by altering pattern to image ratio and usage of primary vs secondary colors.
Meet Hanna, Josh, and Holly
To further synthesize the information gained through preliminary research, our surveys, and the A/B testing, we created 3 user personas for the performance marketing project, with each one representing one key demographic: Gen Z, Millennials, and Gen X/Homeowners.
Ideation
Initial Sketches: Video Concepts
Next, our team got started on some initial sketches for our video concept storyboards! We made 4 initial concepts: a AR/demonstration-based concept, a humorous storyline, one appealing to brand loyalty, and one implementing a catchphrase (appealing to trust and brand recognition). We created concepts based off the preferences and needs of our target demographics, as well as the feedback we received during our midpoint deliverable.
Getting familiar with the Yelp branding
For our graphic design system project, we started our ideation phase by playing around with Yelp’s existing brand assets (provided by our points of contact!). By creating new shapes, combining images with shapes, and playing around with line weights, we aimed to familiarize ourselves with their visual assets/color palette and explore different combinations that could be used later in our project (and have fun while doing it!)
Prototyping
Mid-fidelity Storyboards
Then, we went about editing our storyboards and making sure that each frame and its description was clear and purposeful.
Color Palettes
Based on our case studies into B2B vs B2C visual content, we created a color palette for each of Yelp’s brand verticals. For “Yelp for Consumers,” we created a lively, engaging palette, while for “Yelp for Brands,” we mostly stuck to Yelp’s primary colors to convey a sense of professionalism. “Yelp for Businesses” has a color palette in between the two, as local businesses are smaller brands of their own, yet are much more personal than large corporations.
Yelp for Consumers
Yelp for Consumers
Yelp for Consumers
Mockup Mid-fis
As part of our deliverable for the graphic design system project, we also made mockups and templates for each of Yelp’s brand verticals. After discussing with our points of contact, we decided to focus on sample redesigns of their website landing pages as well as new marketing material (Instagram for Consumers, LinkedIn for Businesses, Google Ads, posters, etc.)
Follows the protagonist as she grows up and utilizes Yelp for different use cases in different stages of life (finding coffee shops, looking for nightlife, and hiring movers).
Showcases the reliability, efficiency, and diversity of Yelp’s home services offerings through AR-style visual effects and before-and-afters.
Establishes “Yelp” as a verb and positions Yelp as the go-to resource in everyday situations through attention-grabbing typography transitions.
Appeals to humor through the scenario of a first date mishap, and emphasizes the reliability of Yelp’s home services as it steps in to quickly resolve the problem.
Color palettes, advertising mockups, sample landing page redesigns, and design templates for "Yelp for Consumers." Swipe through to see all the slides!
Color palettes, LinkedIn advertising mockups, sample landing page redesigns, and design templates for "Yelp for Businesses." Swipe through to see all the slides!
Color palettes, Google Ad mockups, sample landing page redesigns, and design templates for "Yelp for Brands." Swipe through to see all the slides!
Final Thoughts
Starting off with the performance marketing project, this was my first time working on professional video storyboards, and I learned so much about visual strategy and brand representation (how the media we create impacts the way consumers think of the company). Especially though our A/B testing, I saw how important it is to really listen to and understand each demographic we ideate and design for, and how helpful it can be to use tangible examples as a starting point for discussion. Regarding the graphic design system project, although I’ve worked with design systems in the past, this was my first time creating design systems for a company. I really enjoyed the process and challenge of differentiating each of Yelp’s brand verticals and making mockups for each of their respective marketing platforms. If given more time, I’d play around more with font and line weight variety, and I'd also conduct more research into making their local businesses sector more memorable and exciting. For the performance marketing project, I think it would also be super fun and effective to explore how the video ads would be if tailored specifically to one demographic or another.
Beyond the technical scope of the project, I really loved working with my whole UMA Design team - this is the closest team I’ve worked with in college, and every meeting felt so fun, productive, and supportive. I’m so grateful for how close I've gotten with everyone, whether through our weekly team meetings (with our beloved Cafe Think fries) or events like our Galentine’s friendship bracelet making social!
Our UMA-mazing team at banquet!
