Yahoo Creative Studio: Custom Web
Yahoo Inc. | 2022−2023
ROLE: UX DESIGN DIRECTOR
CLIENTS: VARIOUS
PUBLISHERS: YAHOO & TECHCRUNCH
To expand the capabilities of branded content at Yahoo, we collaborated with the product team to develop a streamlined alternative to our in-house CMS. The resulting “Custom Web” product allowed us to create one-off, full-page, interactive experiences that could be developed externally and live on platform. “Custom Web” enabled us to experiment with new content formats, enhancing our ability to engage Yahoo and TechCrunch audiences and create organic user journeys to client content and products.

What’s Your Stranger Things Pizza Personality?

CLIENT: DOMINO’S x STRANGER THINGS
PUBLISHER: YAHOO ENTERTAINMENT

CLIENT ASK:
Domino’s needed to drive awareness of its “Mind Ordering” campaign, targeting fans of its partner, Stranger Things.

USER INSIGHTS:Viewers of Stranger Things were interested in engaging with content that rewarded their knowledge of the show and its characters.

SOLUTION:We developed a full-page, interactive quiz to engage users with an animated series of prompts about their “Pizza Personality.” The experience matched users with one of five characters featured in the Domino’s x Stranger Things “Mind Ordering” campaign, along with each character’s corresponding pizza order.

Inside the UK Tech Ecosystem

CLIENT: UK’S DEPARTMENT FOR BUSINESS AND TRADE
PUBLISHER: TECHCRUNCH

CLIENT ASK:
The UK’s Department for Business and Trade wanted to increase awareness of its technology sector among potential investors outside the UK.

USER INSIGHTS:
TechCrunch readers were looking for quick insights into potential start-up trends to determine if they warranted further exploration.

SOLUTION:
We developed an animated, scrolling explainer that walks users through the current state of the UK tech ecosystem. After scrolling through high-level bios, stats, and infographics, users are guided to supplemental TechCrunch articles for deeper dives into featured trends and companies.

Beyond the Game: “30 for 30” Watch Guide

CLIENT: ESPN+PUBLISHER: YAHOO SPORTS

CLIENT ASK:
ESPN+ sought to boost streaming subscriptions by leveraging the full availability of the 30 for 30 documentary series on their platform.

USER INSIGHTS:Given the extensive catalog of documentaries, Yahoo Sports users needed a way to discover 30 for 30 titles that aligned with both their sports interests and their storytelling preferences.

SOLUTION:We created an interactive, decision-tree watch guide that quickly spotlights 30 for 30 titles based on the user’s viewing tastes. By answering a few “A or B” questions, users can narrow the documentary library down to three recommendations, grouped by storytelling themes such as behind-the-scenes drama, crime and scandal, social impact, and more.

5 Advanced Marketing Moves

CLIENT: MAILCHIMP
PUBLISHER: TECHCRUNCH

CLIENT ASK: Mailchimp wanted to demonstrate the scope of its automated marketing tools to tech-savvy professionals with email marketing needs.

USER INSIGHTS:TechCrunch users with relevant business goals need to stay up to date with newly available email marketing tools, as features and products are constantly evolving.

SOLUTION:
We designed an illustrated, scrolling listicle that guided users through five email marketing strategies for small businesses. As users scrolled through the experience, each strategy revealed a corresponding problem and solution supported by automated tools offered by Mailchimp.

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