Yahoo Taiwan
UX RESEARCH, UX/UI DESIGN
Reimagining a discovery platform to engage Gen Z users through food, travel, movies, and lifestyle content
ROLE
UX/UI Design Intern
TIMELINE
May 2024 - July 2024
3 months
SKILLS
User research, Competitive analysis, Mobile app design, Gen Z user behavior, Prototyping, Design strategy
TOOLS
Figma
PROBLEM STATEMENT
Yahoo Taiwan's Cozy Land section was struggling to gain traction with Gen Z users despite offering content around food, travel, movies, and lifestyle. The challenge was to redesign the experience to meet new generation expectations while maintaining Yahoo's brand identity and helping users discover inspiration across these key categories.
RESEARCH & DISCOVERY
DESIGN PROCESS
Visual Design Strategy
Gen Z Aesthetic: Incorporated visual trends appealing to younger users
Content Presentation: Designed engaging card layouts and visual hierarchy
Interactive Elements: Added engaging micro-interactions and gestures
Prototyping
Low-Fidelity: Wireframes exploring different layout approaches
High-Fidelity: Detailed mockups with Gen Z-focused visual design
Interactive Prototype: Clickable prototype demonstrating user flows
Design System: Created consistent components and patterns
KEY DESIGN DECISIONS
Inspired by Competitive Research
Integrated Snapchat-style stories, Pinterest visual discovery, and Xiaohongshu social curation to create familiar yet enhanced content exploration
Content Discovery Enhancement
Implemented story format with improved visual hierarchy for quick, engaging content browsing across categories
Gen Z Engagement Features
Added swipe-based navigation and social sharing capabilities that mirror Gen Z's preferred social media interaction patterns
FINAL SOLUTION
Redesigned Experience
Homepage Redesign: New layout optimizing content discovery with stories integration
Stories Feature: Snapchat-inspired stories for quick content consumption
Navigation: Simplified and intuitive navigation structure
Key Features
Enhanced visual appeal targeting Gen Z aesthetic preferences
Improved content discovery and filtering capabilities
Social engagement elements and sharing features
Design Deliverables
Research Deck: Competitive analysis findings, Gen Z user behavior research, and design strategy recommendations
Interactive Prototype: Clickable prototype demonstrating new user experience with stories functionality and interaction patterns
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