Yahoo Shopping
Yahoo Shopping played a crucial role in driving the entire Yahoo ecosystem's commerce revenue. As the design lead, I oversaw a team of five designers and worked closely with researchers and product managers to create a seamless shopping experience.
Role / Design Lead Time / 2019
Before building Yahoo Shopping US, I have worked on Yahoo Shopping Taiwan and Store for years. Basically, I have designed almost every key touchpoint of shopping experience - discovery stream, product detail page, search & category, checkout flow, and order management.
However, unlike Yahoo Shopping and Store in Taiwan, Yahoo Shopping US was based on the affiliate marketing model. I had to do research on how affiliate marketing works and how it impacts the user experience.
The value proposition of Yahoo Shopping was to help users find good deals and compare prices. We wanted to make sure whether users were in the mood of browsing serendipitously or intentionally searching for specific items, they can find products they’re interested in buying. In our second iteration, we designed the item cards with saving visual cues so the user can easily spot items on sale. We also rearranged the content hierarchy on item cads to promotion/price first, product title second, and brand name third. We were so encouraged that the click-through rate has increased 2 times from the previous design!
Item card V1 vs. V2
The commerce team worked like a startup in the company. I found myself thrived in this fast-paced culture. Yahoo Shopping was launched in Oct 2019 - just in time to meet the shopping season. The team and product were featured in Verizon Media’s internal event.