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Transcript of Redesign Yahoo
Ian Campbell My Site: 4thofficial.com Linkedin: linkedin.com/in/4thofficial P: 312.804.5749 E: [email protected]
Ian CampbellYahoo hoMEPaGE REDESIGN
Ian Campbell Email: [email protected]
ThE ASSIGNMENT
how would you evolve that platform and why? Communicate your
vision through at least three pages. These pages could be a Logged
Out homepage, a Logged In homepage and Search Result Page,
but we’re open to your focusing on whatever pages you feel best
communicate your vision.
Yahoo homepage RedesignYAhOO
hOMEPAGE REDESIGN
Ian Campbell Email: [email protected]
Understanding Yahoo
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix
Ian Campbell Email: [email protected]
ThE YAhOO BUSINESS
YAHOO PRODUCTS (From 2011, visitors a month)
YAHOO REVENUE (From 2011, visitors a month)
YAHOO MEDIA DESTINATIONS (From 20011, visitors a
MailGroups
IMFlickr
TumblrAnswers
Maps
Display AdvertisingSearch Advertising
Other
Yahoo generated about $5.57B in revenue in the last year. From the following sources:
Yahoo homepageNews
FinanceSports
ShoppingWeather
94 million 140 million81 million 25 million74.3 million (June 2014)206 million?
43%38%19%
150 million (US visitors a month)110 million50 million 50 million18 million?
• 48% of the people in the world who use the web use some Yahoo service every month.
• Is the third most visited site in the US with 4.7 billion visits (Dec 2010).
• Yahoo mail is the second most popular email service in the world, and in the US was the most popular email service (94m versus Gmail’s 51. December 2011).
• Flickr has 3 million photos uploaded per day (Jan 2011)
• Yahoo news is the #1 in the sports, news and finance content categories.
• Yahoo’s new weather mobile app was a hit with target downloads met within 4 days of launch.
• Yahoo buys Tumblr, Qwiki and several other mobile and social companies.
SOURCE
http://www.quora.com/Who-uses-Yahoo
Ian Campbell Email: [email protected]
Q&A
When was the last time you used a Yahoo service or product?
Who is Yahoo’s biggest competitor?
I surveyed 100 people (40% male and 60% female) to learn about how they use Yahoo. The demo broke down as follows: 43% are over 55, 35% are 35 to 54, 22% are 18 – 24.
2
1
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Q&A
Would you use Yahoo if it turned into a social network like Facebook?
If you had to use Yahoo which service would you use?3
4
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Q&A
What does the Yahoo brand mean to you?
Would you watch hBO movies and content on Yahoo.com?
5
6
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PROBLEM STATEMENTS
People will watch and pay for
premier content from Yahoo. Can
Yahoo create and sign new content
deals?
Maybe there is no competition. It’s more about
the next web and how Yahoo can
define it.
how canYahoo become relevant to new younger Internet
users?
Go from offering a world of
search results to a world of context driven services.
New sources of revenue require
new thinking around
advertising and sponsorships
Current products and features are not integrated
to work together. Can UX strategy
help with the tran-sition of the user
experience?
Is there one unique feature that redefines
Yahoo? Consider Google
hangout as part of the Google+
redesign.
Ian Campbell Email: [email protected]
Why do peopleuse Yahoo?
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix
Ian Campbell Email: [email protected]
WhICh DEMOGRAPhIC IS MOST IMPORTANT TO YAhOO? The three personas below represent variety of new and potential Yahoo homepage users. The first is a millennial and is a challenging demographic to market to. The second is a mother who spends a lot of time on social media and ecommerce sites. The third is part of the baby boomer generation. They are heavy desktop users and have been us-ing Yahoo since the early days of the Internet.
YAhOO USER: 9 yearsLikes the content on OMG!, Yahoo fashion and Yahoo Shopping. She clicks through to them from linsk shared by friends and from her favorite blogs.
She has a Yahoo email address, but it’s not her primary one anymore. She sometimes uses Yahoo Answers when researching day-to-day questions.
She uses 2/3 apps on her phone for keeping track of tasks and from her favorite brands. She can’t remeber when she last cliecked on a banner ad, and would use Yahoo more if they offered the fun and coupons that she get from brands on Facebook.
YAhOO USER: 12 yearshe’s been using Yahoo since the early days. The Yahoo homepage is how he starts each day. he likes the finance; sports and general news right on the-homepage. Thinks the Spam filter is too severe.
he’s started using Facebook to connect with friends and family recently. he’s still not sure about how much he wants to share with Facebook.
his sales job is starting to use a lot of new digital tools. They have a smart phones app that he uses a lot.
Loves to watch sports and TV in the evening.
YAhOO USER: 2 yearsSpends most of his time on his smart phone. Connects with his friends through SMS, Twitter, Snapchat, Facebook and Tinder. he uses and likes Tumblr a lot and is curious about Yahoo buying them.
he played Yahoo Fantasy football for a couple of seasons because he had heard it was the best product/brand out there.
he has downloaded a lot of digital music and movies, but thinks the future will be just like paying for Spotify through a subscription service. he knows Yahoo has been around a long time so he has no problem paying for content from them.
DIGITAL LIFE DIGITAL LIFEDIGITAL LIFE
50% mobile, 30% tablet, and 20% desktop. 40% mobile and 60% desktop. 80% mobile, 20% Xbox, and 10% desktop.
Name: Mary MurphyAge: 35Location: ChicagoOccupation: Working mum
Name: Joe RightAge: 55Location: MinneapolisOccupation: Sales
Name: Paul JonesAge: 23Location: San FranciscoOccupation: Student
MOST IMPORTANT TO YAhOO
MILLENNIAL GEN X BOOMER
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MAPPING PAUL’S NEEDS TO ThE NEW YAhOO
ENTERTAINMENT
COMMUNICATION
INTERESTS SOCIAL & COMMUNITY
SEARCHIt’s 7 PM. The green circles reflect what Paul’s doing right now.
UTILITY
MOVIESEMAIL
SPORTS
VIDEOS
DAY-TO-DAY NEEDS
PAY BILLS
MUSIC
MOBILE FIRST
ShARING IS PART OF MY
IDENTITY
I DON’T VISIT hOMEPAGES
ARE MY FRIENDS hERE TOO?
UI EXPECTATION: ChALLENGE ME
NEWS COMES ThROUGh
BLOGS
ADVERTISERS OFFER VALUE
RELEVANT FEATURES
IM
JOBS
SOCIAL MESSAGING
AUTOS
DATING
PhOTOS
BLOGS
ShOPPING
ShOPPING
12
PM
6
39
T I
ME O F D
AY
O
R NIGHT
PAUL’S EXPECTATIONS
PM
AM
PM
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PAUL IS YAhOO’S FUTURE
Yahoo needs to take a giant step
forward or risk being irrelevant soon.
They were the first search engine, start
page and email address for many
people, but Paul’s demographic is
what their future needs to built on.
he uses technology and the Internet
differently, and has a more advanced
understanding of design (UI), content
and advertising.
Ian Campbell Email: [email protected]
ThE NEW YAhOO hOMEPAGE
REVIEW PANE‘View’ content
lives here too‘Do’ content lives here too
DO PANE
SEARCH + NAVIGATION
AC
TIVITY
CREA
TE
><
VIEW OR DO CONTROLCick the arrows or use your voice to slide the UI over to reveal the full view of the rev do content.
ACTIVITY, TRACK AND STATUSThese panes open as a layer above the page content.
To capture people like Paul’s interest Yahoo will have to create a new approach to UI design. This interface works by splitting content (articles, news, etc.) on one side and products and services on the other. I’ve named them ‘Review’ and ‘Do’. Both sides of the interface inform the other. For example: Interacting with Yahoo Autos in the Do pane will trigger auto related content in the Review pane. The grey circle in the middle triggers the UI to slide to the right or left to reveal that full sides content. The audio control is a key utility that can be used across many different pieces of functionality on Yahoo properties.
UI will fit to any screen size
STATUS
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DO PANE
SEARCH + NAVIGATION
STATUS
14 people have checked out your job profile and you
have one new message.
Batman is on at 8 PM. Consider going to the
movies at 4 PM after lunch with John. Get Tickets.
Jason watched your hobbit game play on Flickr and added you as a friend. Invite Jason to play Hobbit.
Fare watch: We believe the Jet Blue flight reservation for
LA has now hit the lowest price. Book it.
Mary Jo would love to meet you. how’s Wednesday?
Meet at 6Meet at 8
What should I do for this trade?
Answer John’s question
appointment: John MurphyTime: 2 PM
Location: Lucky Bob’s Get there.
Upload your photo titled: kids Party to Pinterest?
To John’s ‘Birthday‘ boardTo Mary’s ‘Fashion’ board
The tags ‘Dog Parks in NYC’ just got a response.
View the answer
JOBS
MOVIES
GAME REQUEST
TRAVEL
DATING
SPORTS
CALENDAR
FLICkR
ANSWERS<
CREA
TE
AC
TIVITY
< ‘REVIEW’ PANE
hi Paul, What would you like to do?
Mon, July 5 PM
<
<
These services have a Yahoo brain
that thinks in the background on
Paul’s behalf. It seamlessly
connects all of the Yahoo
services and products together
and understands the context of
what Paul is doing now (+ past
and future).
The goal is to not present app
updates, but focus more on the
key actions. They could even
become smarter. For example: A
users Flickr photos are relevant to
most services.
The dotted line attempts to
connect two services in real-time.
It would be interesting if Paul
could drag lines between boxes
to see how the context could
change. For example: Connect
Jason’s game request to play
Fantasy football.
Minimize the individual brand
identities of products and
package them as the new Yahoo.
A voice activated UI.
Ian Campbell Email: [email protected]
REVIEW PANE
SEARCH + NAVIGATION
News feature 2
News feature 2
Videos
Ticker
Tumblr Tumblr Tumblr Tumblr
Social news
News feature 1
Flickr Gallery 1
AC
TIVITY
<
CREA
TE
> ‘DO’ PANE
I’m trying to imagine a way to
interact with content that’s a
fun/game like experience (Flip-
board?). Working through visual
design would make that ideas
clearer.
Clearly Yahoo spends a significant
amount of time curating social
sites like Buzzfeed and seeing
what’s trending in real-time and
blending that content into their
content strategy. They’re generat-
ing clicks but not revenue. They
can generate more social con-
tent from within their network from
Tumblr. Getting high profile con-
tent (personalities, celebs etc.) on
Tumblr. I can also see Flickr and
Tumblr being put together in some
interesting ways for new content
ideas that are focused on travel,
sports, fashion, etc.
The Yahoo IM product should
evolve into a short form blogging
tool (Twitter and Vine).STATUS
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STATUS
SEARCH + NAVIGATION
AC
TIVITY
CREA
TE
STATUSMESSAGES6 new email messages
EBAY Auction watch 1
NETFLIX RELEASESFavorite movie 1
SHOPPINGShopping watch 1Auction watch 2
MOVIESLatest Releases
AUTOSPrice change from Ford.com
DATING6 people have checked you out.
Checked: Today at 6:08 PM
FINANCECheck the latest rates.
FACEBOOKSeveral friends have status uodates.
TUMBLRYou have 6 comments on your Smiling Dogs Tumblr.
Status aggregates updates from
around the Yahoo network, social
networks and around the web.
With all the different activities that
are going on in different panes it
will be important for users to know
exactly where to go for the latest
updates.
Yahoo’s killer feature could be a
redefined role for email and IM
products. Create a new product
that’s works across all devices and
platforms.
Ian Campbell Email: [email protected]
SEARCh
AC
TIVITY
CREA
TE
To come.SEARCH + CORE NAVIGATIONSEARCh
Search: The Web Yahoo Content Network
Twitter | Facebook | Autos | Ebay | Amazon.com | WSJ.com
Mail Settings Mobile
VIEW PANE DO PANENYT.com hBO NFL.COM TUMBLR iTunes
SEARCh
STATUS
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FEATURES: YAhOO MOBILE INTEGRATION
SEARCH + NAVIGATION
STATUS
14 people have checked out your job profile and you
have one new message.
Batman is on at 8 PM. Consider going to the
movies at 4 PM after lunch with John. Get Tickets.
Jason watched your hobbit game play on Flickr and added you as a friend. Invite Jason to play Hobbit.
Fare watch: We believe the Jet Blue flight reservation for
LA has now hit the lowest price. Book it.
Mary Jo would love to meet you. how’s Wednesday?
Meet at 6Meet at 8
What should I do for this trade?
Answer John’s question
When you see the icon beside content on Yahoo you can hold your cursor over it and this box will appear. Drag the icon to the box below to create your own app.
JOBS
MOVIES
GAME REQUEST
TRAVEL
DATING
SPORTS
CREATE YOUR OWN YAHOO MOBILE APP
<
CREA
TE
AC
TIVITY
hi Paul, What would you like to do?
Mon, July 5 PM
<
<
This idea here is to allow users
of the desktop site to grab their
favorite Yahoo content and cre-
ate their own Yahoo mobile site.
It’s working in reverse where us-
ers determine their own content,
features and functionality versus a
prescribed Yahoo experience.
Yahoo can insert new styles of
ads. Several sponsors can share
entire site sponsorships.
Download your app by visiting this URL on your mobile:
Yahoo.com/SomeUrl
DRAG hERE
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FEATURES: MOVIE NIGhT (MODE: DATE NIGhT)
STATUS
SEARCH + NAVIGATION
CREA
TE
AC
TIVITY
BEN & JERRYS AD
Thumbnail Thumbnail Thumbnail
Time for kisses!
Thumbnail Thumbnail
ShARE
NEW AD FORMATBetter sponsor integration that’s aligned to context. For example:
TV mode > Romance > Sat-urday night > Users (We know who the 2 users are - Age, in-terests, movie title, etc.).
Contextual sponsor integration: Ben & Jerry’s ice creamhow to order: It’s voice activated (or clicked)Real-time: Delivered by the local retailer within 30 minutes and charged to your Yahoo account.
MODEThe UI is now in a TV mode. Share the UI with another device, monitor or TV (Similar to the new WII). The red frame background is for sponsor integration.
Date night mode introduces several romance related features. For example: Create social content (personalized sharing moments) that can be shared with friends and then they auto-delete after several seconds. It should be fun. Partner with Snapchat to capture a frame from a movie and add a personal message (It’s date night so use your imagination).
Ian Campbell Email: [email protected]
DESIGN REVIEW
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix
Ian Campbell Email: [email protected]
hOMEPAGE REVIEW
Trending NowI really like ‘Trending Now’; it’s the closest ‘real-time’ style feature. Is it possible to see more information about what the trends are? Perhaps fans can sign-in with social site accounts (Facebook Connect, Twitter, etc.) or Yahoo can partner with other content sites (Buzzfeed) to feature their content and trends.
Search + Mail + News + AdtThe model and experience is clear to see. A repositioning of Yahoo requires rethinking of the model. Search the web? Perhaps it’s more about searching across the Yahoo network of content and sites.
Creating contextThis menu of products and services could be presented in a different way. If Yahoo understands how people are using them they can be integrated and intertwined into the experience differently. For example: If I’ve searched for a subject related to automotive then offer features and content related to that search.
Ian Campbell Email: [email protected]
hOMEPAGE REVIEW
Navigation designAlthough I don’t agree with it I’m assuming the repeating of the primary navigation at the top of the page and the left menu are to facilitate a mobile view of the page. Also, there are three ‘Mail’ buttons at the top of the page. Weather
The strategy behind the new Yahoo IOS mobile app should continue into this experience. For example: brining in the relevant photography from Flickr to set content on location, weather, interests or news. It’s also worth promoting and linking through to the app here.
Ian Campbell Email: [email protected]
hOMEPAGE REVIEW
Hidden ContentMany pieces of content are hid-den with menus and arrows (+email alerts are hidden). The reality is that most people don’t click on things that they can’t see. It’s unlikely a news headline will catch someone’s attention if they have to click to find it. The most valuable content that’s validated through social media and general analytics should be present.
Ian Campbell Email: [email protected]
hOMEPAGE REVIEW
Social Relevance There’s no social call-to-actions or context for what your friend’s are liking/sharing for any of the content featured on the page.
ADIt’s time for a new and more innovative ad platforms versus a display ad that has a minimal click-through. New ad models are directly integrated within the content and have a smarter context.
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PRODUCTCONSIDERATIONS
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix
Ian Campbell Email: [email protected]
DETAILED USER JOURNEYS
TYPICAL WEEkDAY hOMEPAGE INTERACTION TYPICAL WEEkEND hOMEPAGE INTERACTION
TASKSEmail/IMSearch
CONTENTTrendsNewsWeatherSportsFinanceCeleb/social
ADS
PRODUCTSNewsSportsFinanceWeatherGamesGroupsAnswersFlickrJobsAutosShoppingTravelDating
TASKSEmail/IMSearch
CONTENTTrendsNewsWeatherSportsFinanceCeleb/social
ADS
PRODUCTSNewsSportsFinanceWeatherGamesGroupsAnswersFlickrJobsAutosShoppingTravelDating
08 10 12 02 04 06 08 10 12 08 10 12 02 04 06 08 10 12AM AMPM PMFREQUENCY FREQUENCY
P
P P
P P
P
P P
P P
P P
P P
P P
P P
M
M M
M M
M M
M M
M M
M M
J
J J
J J
J J
2
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ASSUMPTIONS
BRAND hOMEPAGE USER EXPERIENCE REVENUE
To come To come To come
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OUR MVP
This is the beginning of a new Yahoo digital ecosystem that works across platforms, screens and touch devices. Yahoo will be a media company
with innovative new forms of advertising products that work across TV, desk-top, social and mobile. To a fan the experience will feel like there’s a smart skin around them that is aware of their location and the context of what’s
going on around them.
Going forward Yahoo will be creating content and partnering with premier content creators like hBO and _______. They’ll use Tumblr as the primary so-cial mechanism to create user generated content. Services and products
will be updated and some will intertwined to create new experiences.
Ian Campbell Email: [email protected]
Trends that are helping define the next generation of digital products and services
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix
Ian Campbell Email: [email protected]
DIGITAL TRENDS: PhOTOS & VIDEOS
Taking a photo or video captures a moment. We now capture ev-ery moment (Even easier than making a phone call)
VIDEO: 100 hours per minute uploaded to YouTube
SOURCE: MARY MEEkER INTERNET TRENDS
ShARING: Photos
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DIGITAL TRENDS: ShARING
ShARING: Tumbr is moving fast ShARING: People are sharing more and more content
SOURCE: MARY MEEkER INTERNET TRENDS
Sharing every many aspects of our lives is how we stay connected with each other. Brands need to create that context for
their fans to engage with them and their friends.
Ian Campbell Email: [email protected]
DIGITAL TRENDS: WhY MOBILE?
COMMUNITY: People are helping each otherMOBILE: Connected, excited, curious and connected
SOURCE: MARY MEEkER INTERNET TRENDS
Smart phones help us stay connected, give us found time, and al-low us to be productive and multitask. Mobile apps allow to create
content and then add a layer of community to the experience.
Ian Campbell Email: [email protected]
DIGITAL TRENDS: CONNECTED DEVICES & WEARABLE
SENSOR: Connecting experiencesWEARABLE: The next stage of the Internet
SOURCE: MARY MEEkER INTERNET TRENDS
A competitor of Yahoo’s made Google Glass and software that can drive a car. Smart phones have been the perfect education for the upcoming smart devices. All kinds of brands and services are about
to change.
Ian Campbell Email: [email protected]
Appendix
Understanding Yahoo
Why do people use Yahoo?
Design Review
Product Considerations
Trends
Appendix