Custom Web
Yahoo Inc. | 2022−2023
ROLE: UX DESIGN DIRECTOR
CLIENTS: VARIOUS
PUBLISHERS: YAHOO & TECHCRUNCH
To expand the capabilities of branded content on Yahoo and TechCrunch, 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 unique, full-page interactive content that could be created externally and live on-platform. This innovation enabled us to experiment with new content formats, significantly enhancing our ability to engage Yahoo and TechCrunch audiences.
What’s Your Stranger Things Pizza Personality?
CLIENT: DOMINO’S x STRANGER THINGSPUBLISHER: YAHOO ENTERTAINMENT
CLIENT ASK:
Domino’s needed to drive awareness of its 'Mind Ordering' campaign, targeting fans of its campaign partner, Stranger Things.
USER INSIGHTS:Viewers of Stranger Things were interested in engaging with content that paid off their knowledge of the show and its characters.
SOLUTION:We developed a full-page, animated interactive personality quiz. It immediately engaged users with a brief series of questions, revealing one of five characters featured in the Domino’s x Stranger Things 'Mind Ordering' campaign, along with their corresponding pizza order.
Inside the UK Tech Ecosystem
CLIENT: UK’S DEPARTMENT FOR BUSINESS AND TRADE
PUBLISHER: TECHCRUNCH
CLIENT ASK:
The UK Department of Trade aimed to increase awareness of its technology sector among potential investors outside the UK.
USER INSIGHTS:
TechCrunch readers sought quick insights into potential start-up trends to determine if they warranted further exploration.
SOLUTION:
We developed an animated, scrolling explainer that effectively engages users, guiding them through digestible, visual content about the UK tech ecosystem. Additional branded articles are linked at the end to provide further context for interested users.
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 current viewing preferences.
SOLUTION:We created an interactive, decision-tree styled watch guide that helped users quickly find '30 for 30' titles suited to their viewing preferences. By answering a few 'A or B' questions, users could narrow the extensive library down to three documentaries, categorized by storytelling themes such as community impact, crime and scandal, and behind-the-scenes insights.
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 animated, scrollytelling listicle that took users through five email marketing strategies for small businesses. As users scrolled, each section proposed a problem and revealed a corresponding solution supported by automated tools offered by Mailchimp.