Role
Creative Design Consultant
Timeline
Jan 2024 - June 2024
Team
UMA Design Team
Yelp Marketing Team
Skills
Project Scope
Yelp Home Services
My team focused on promoting Yelp's Home Services, which connects consumers with trusted professionals for various home improvement tasks.
By leveraging Yelp's pre-established extensive food businesses review platform, the project aims to broaden the scope of Yelp's recognition and enhance visibility for these home service providers.
Yelp Client Reveal!
There are two project scopes assigned by Yelp's team:
1. Performance Marketing
Deliver Performance Marketing ideations for Home Services project to enhance engagement among Gen Z, millennials, and young homeowners needing home services.
Jump to Solutions!
2. Brand Design System
Establish a robust graphic design system that reinforces brand consistency and strengthens connection with three distinct audiences: Consumers, Local Businesses, and Brand stakeholders.
Jump to Solutions!
User Research
Preliminary Research
We did an initial research on marketing ad trends and content preferences for different user groups: Gen Z, Millennials, and Gen X/Homeowners
For a closer look, hover over any image to expand it!
SWOT Analysis
User Survey
We conducted a user survey to collect insights regarding Yelp sentiments, problem spaces/needs in home services, and preferences in ad content. There was a total of 163 respondents primarily in their early 20s.
Yelp & Home Services
Advertisement Content
A/B Testing
My team conducted A/B testing with 21 participants.
Each participant is shown a pair of video advertisements under the themes of storytelling, demonstration, and humor and then asked to provide feedback. The purpose is to gather insights on which advertisement version performs better based on viewer feedback.
User Insights
User Personas
Based off of the preliminary research, user surveys, and A/B testing, our team developed 3 user personas representative of each user group we are studying.
User Insights
User Group 1: Gen Z
User Group 2: Millennials
User Group 3: Gen X / Homeowners
Solution 1:
Performance Marketing
For performance marketing content ideation, we delivered story boards for 3 different ad video concepts:
For a closer look, hover over any image to expand it!
Grow with Yelp
“Grow with Yelp” is a storytelling-based advertisement that showcases how Yelp is able to continuously provide the tools one needs throughout their different stages of life.
We aim to grow brand loyalty within the younger generation. As young users face new responsibilities, they should view Yelp as a go-to app they are already familiar with. It repositions Yelp as an everyday lifestyle tool rather than just a food review app.
For a closer look, hover over any image to expand it!
Yelp Demo
This is an advertisement designed to highlight the diverse services available in Yelp’s home service.
The purpose is to demonstrate how Yelp makes home management easier and more efficient. This advertisement aims to position Yelp as a trusted resource in home management and improvement.
For a closer look, hover over any image to expand it!
Yelp for Help
"Yelp for Help" aims to solidify Yelp's brand identity as the ultimate go-to resource for quick and reliable assistance.
Through engaging typography transitions, the video captures the fast-paced lifestyle of younger audiences. This concept positions Yelp as a verb synonymous with seeking help and recommendations.
Solution 2:
Brand Design System
Implement a strategic graphic design system that reinforces brand identity and deepens relationships with our three core audiences: Consumers, Local Businesses, and Brand Stakeholders.
Consumer
Yelp for consumers should:
- Be the most visually appealing, targeting a broad audience with eye-catching design.
- Utilize a wide color palette with strong pops of red to expand the Yelp brand beyond food.
- Use diverse shapes while maintaining order, establishing Yelp as both refreshingly fun and reliable.
Design System Direction
Graphic Mockups
Graphic Templates
Business
Yelp for business should:
- Be minimalistic and straightforward, targeting local businesses viewing Yelp as a growth opportunity within a community-based platform.
- Utilize a minimal color palette featuring strong reds and secondary blues to establish a professional tone that businesses can identify with.
- Simple forms and relatable imagery fosters trust and familiarity with Yelp among businesses.
Design System Direction
Graphic Mockups
Graphic Templates
Brand
Yelp for brands should:
- Use bold and memorable, targeting large brands that can leverage Yelp’s platform for targeted advertising.
- Use a limited color palette primarily red paired with some whites and blacks, to enhance boldness and fun.
- Incorporatesingular shapes, greater white space, and limited image content to create memorable grand gestures.
Design System Direction
Graphic Mockups
Graphic Templates
Reflection
Designing Branding System
The biggest challenge was creating a branding system for Yelp that remained cohesive under the main brand while catering to different target groups. Took trial and error to successfully differentiate the design system for consumers, brands, and businesses, maintaining Yelp's overall identity while addressing the unique needs of each audience.
Video Concept Ideation
I particularly enjoyed the video concept ideation and storyboard mock-ups stage, given my experience in personal video content creation. This project offered a new perspective as I approached video creation from a marketing standpoint, contrasting to catering personal memories and experiences.
Los Angeles, CA
© 2025 Johanna Lee