The Yellow website helps thousands of people discover local every single day. We wanted to maximise the site’s potential with a re-design that would prioritise content, facilitate navigation and increase engagement.
Thanks to its extensive search possibilities, Yellow website users are able to find out which business in the Maltese islands has exactly what they’re looking for. We re-designed many different aspects to the comprehensive Yellow website, so let’s dive on into each one!
Through our research and workshop findings, we identified two different types of users that the re-design had to cater for: business owners and normal users.
User Journey Analysis
Before we could revamp the website, we had to understand what it was like for a typical Yellow user to explore and navigate through the site. We created a site map illustrating the user journey in great detail, and identified what needed to be improved.
After reviewing the user journey and the site’s existing UX design, we dived head first into making the site’s user experience as hassle-free, efficient and enjoyable as possible. We designed the website architecture to follow the identified user journey, keeping the Yellow users’ goals and needs in mind when structuring the site’s abundance of pages. We achieved all this by merging similar UX functions, enabling on-boarding for both users and businesses, as well as ensuring consistency in the design and styling of the whole website.
The look of the brand
To achieve a cohesive brand look throughout the brand’s digital experience, we referred back to the brand guidelines. After identifying the main brand assets, we set out to achieve a complimentary colour palette. Naturally, we kept Yellow as the main brand colour. We also chose the sharp yet simplistic Proxima Nova font to carry all the elements and assets of the new website.
With the diversity of search categories available already to Yellow users, we could really have some fun when illustrating these eye-catching illustrations for each one. Once we identified an illustration style which perfectly fit the Yellow brand, we used it across all digital platforms. Our final aim was to design a set of 30 category illustrations, which we achieved by building a grid and colour palette to fit all the different illustrations.
Inspired by the good old days of being a dedicated boy or girl scout, we designed colourful must-have badges that Yellow users could obtain when unlocking significant achievements.
The vibrant and unique illustration style we developed in 2016 for the Yellow pages book cover became the catalyst for the design of the new website’s illustrations, icons and other imagery.
All the illustrations, icons and other designed imagery created for the online platform had to embody the already-established Yellow brand. This is why we looked at what was already happening on the brand’s other channels for inspiration.
Mobile use of the Yellow website was already on the rise before we entered the picture. We had to therefore make sure that the new design would function properly on both desktop and mobile. This truly enhanced Yellow users’ mobile experience when looking up local businesses whilst on the move.
By adding more filters and amplifying the site’s geo-tagging functions, we simplified searching through hundreds of local businesses by quickening the process and giving users the information they need at one glance.
Aside from being able to look up businesses in a matter of seconds, users could now for the first time ever see if a business is open at the time of viewing, read other users’ reviews and post their own review.
We provided users the possibility to phone, message and book appointments with businesses directly from their Yellow search. This further enhanced the efficiency and reliability of using Yellow to find a desired product or service in a matter of seconds.
We created UI dashboards for both business owners and normal users to be able to view vital information in an organised and efficient manner.