fall 17 - winter 18, san francisco
I was a product design intern at Yelp for 8 months on the Reader Experience (ReaderX) team.
I mainly worked on business page improvements and redesigning our photo browsing experience on mobile and web (will not be shown) platforms.
The ReaderX team is in charge of making sure that the various parts on a business page (which are designed and built by other teams) are cohesive to allow readers to make decisions and complete tasks efficiently. I worked with another designer, two PMs, and with two developers.
From user research, we found that users decided to transact with a business heavily based on the business' photos. Transactions can range from partaking in services such as creating a reservation, food delivery, joining a waitlist, requesting a quote, or booking an appointment.
A Yelp business page has various entry points for viewing photos, and these entry points are difficult to discover, navigate, and look and behave inconsistently.
"The aim is to design a seamless photo browsing experience from all entry points on the business page."
There are three entry points for photos,
Moreover, clicking or tapping photo thumbnails from the entry points always goes into low-level browsing, such as going into a photo lightbox. A photo light box contains a lot of unnecessary details when browsing for photos.
The user is then also forced to swipe through the photos one by one, instead of being able to scroll through a page with multiple photos. Within the lightbox, the user also has no access to filter the photos by category, using the photo classes, as shown on the photo grid.
Reviewing the issues shown in prod by winter 2018, there was a
"We can increase the efficiency of photo browsing by immediately directing the user to a richer photo grid."
Before starting on any design work, I audited and took inspiration from other apps that showcased photos for a particular business or listing. This included Airbnb, OpenTable, Google Maps, and TripAdvisor. For example, autoscrolling was an animation inspired by Airbnb, and rejigging the grid to keeping photo aspect ratios was inspired by Google Maps.
In short, the solution entatiled 3 design changes:
At the first glance, the Top Business Header photo doesn't look swipeable, or even a way to access the grid. In fact, in order to access the grid you must tap on the small, low-opacity pill that shows the index number of the photo you are looking at.
By autoscrolling these header photos, the user's attention is quickly captured, while emulating a swiping motion. The CTA was also changed to "See All #_of_photos" (vs. "1 of #_of_photos"), was made bigger, and more opaque.
As mentioned, any photo thumbnail tapped will direct the user to the photo grid. The photo grid includes photo classes, such as "Food", "Menu", and "Outside". The design elegantly handles this change of context by animating the header photo into a full-width photo on to the grid, and scrolling to its position on the grid. The rest of the photos around it are sized according to their aspect ratios, and preferably, quality scores.
To achieve a richer photo grid experience, I proposed imposing menu items on the photos. From user research, we found that most users choose what to order (whether in the restaurant or for delivery) based on photos.* Therefore, showing the menu item associated with the photo would be very helpful.
*This inspired a feature that was built in parallel called Popular Dishes, which showcase a food business' popular menu items mentioned based on photo captions.
The lightbox remained at the last step for photo browsing, meant for seeing deeper details such as the caption, the photographer, and engaging with the photo (likes).
Overall, redirecting to the grid and having a clearer CTA for seeing all photos on the Top Business Header increased photo views.
The autoscrolling feature absorbed another "slideshow feature," which was part of an incentive for business owners to upgrade plans. On September 2018, Yelp released a blog post about this paid feature, showcasing my original designs.
"People who view business pages with the feature see up to 30% more photos and engage with the business page more often."
The grid improvements on the other hand were compromised for cheaper engineering, making the photos available only in two sizes—a square that takes up half the screen or a full-width rectangle. Mentioning or tagging menu items on the photos themselves were not implemented yet, but captions were.
Despite these two tradeoffs to implement the design in 2-3 weeks with two developers, the essence of what makes browsing photos much more efficient— prioritizing skimming and showing just the right amoount of information at-a-glance—were achieved.
I designed a lot of other future concepts for the photo browsing experience, and the Yelp business page overall. Here are some concepts I prototyped and inspired some of the new features Yelp has been rolling out.
The Media Swipe Bar is a feature within the business page where most users accessed photos (before my redesign). To reduce redundancy with the Top Business Header, I leveraged this section as a way to enter the photo grid's photo classes. Photo classes are only discoverable on the grid—but with the repurposed Media Swipe Bar, users can discover that they can filter photos on Yelp as well.
I introduced a lot of other improvements on the business page as well, such as information hierarchy, contribution or review entry points, and drastic iOS and Android styleguide changes, to name a few.
Below was a fun exercise I did trying to revamp the Yelp business page from scratch, including all the required components a business page must have (shaking my fist at you, ads).
Simon Smith my manager, for taking Yelp's design team by a storm, giver of waffles, and showing me the best Filipino takeout near work! My product managers, Lindsay Goyne, Marshall Yuan, Matt Geddie, and Young Yuk for giving me my first experience on working with PMs.
The Yelp product design team, for their enthusiasm, entertaining both my design (and fashion) critiques, and having my back at the The Café.
And especially to Sijia Wang, my mentor, and John Salaveria, my co-intern—for always believing in me, and taking me out of my Mission home from time to time.