Kristy Kelly
User Experience Researcher
The Project
Product Design Concept
I had the opportunity to collaborate on a conceptual project for Yelp. My team's two week goal was to help Yelp increase user engagement by the creation of a travel itinerary feature.
My main contributions: Research, personas, usability testing, documentation, project management.
The Approach
A separate travel app
Based on the dense platform of Yelp and the scope of adding an itinerary, we decided to create a separate app for the Yelp community; instead of integrating the feature into the existing Yelp app. In going this direction, we knew that research and branding would be highly important to stay true to the Yelp community.
The Discovery
Getting to know Yelp, its users and competition
Since we were implementing an app for an existing brand, our first priority was to identify strategy by getting to know Yelp, its competition and its primary users. Tools Used: User Interviews, Competitive Analysis, Yelp Statistics.
The Analysis
Both Yelp and its users needed more reliable travel reviews
Our insights from our initial research indicated that both Yelp and its users wanted more travel reviews. Travel was the lowest reviewed category on Yelp and its typical user loved to travel. The quality of the reviews was also an issue for both parties - users often questioned the authenticity of reviews and Yelp had addressed such concerns through its marketing efforts. We also discovered that Yelp's most valued type of contributor was its "Elite" reviewer - one who had an active account and gave frequent, quality reviews.
The Vision
A personalized, trusted and efficient travel itinerary app
Our vision was to create a personalized, trusted and efficient travel itinerary app for the Yelp community. We wanted a focus on friends' reviews to increase the trustworthiness of the reviews, to encourage users to write more travel reviews and to generate more profile creations for Yelp. We also envisioned a holistic experience for pre, during and post trip.
The Requirements
Since we knew that it was critical for our design to be sensitive to the existing Yelp brand and its user base, we decided to sharpen our focus on Yelp's most valued reviewer, the "Elite". We aimed to assist them to:
- Utilize existing Yelp travel data and reviews
- Create and archive travel itineraries
- Easily find locations and add them to itinerary
- Write more travel reviews
- Read and share friends' reviews
The Framework
We did a lot of brainstorming, visual thinking and sketching which lead to the creation of wireframes.
The Refinement
Usability testing
After designing wireframes, we created a clickable low-fidelity prototype and performed remote user testing which lead an app that our users were excited about.
Click on the below image to watch a remote user testing session.
Testing insights
The Results
From the usability testing insights, we were able to revise our wireframes and low-fidelity prototype.
Final wireframes
Final low-fidelity prototype
Your task: Find your friend Juah's Boston dining review for Row 34 and add it to your itinerary.