YAHOO FINANCE
Homepage Redesign
Direct traffic brings less than 20% of users to Yahoo Finance. Starting from last year, we established a homepage squad to focus on the redesign. I took the responsibility to lead the squad for design effort and worked on the overarching unit within the entire Yahoo Finance ecosystem.
Through this project and our work using the squad model, I've observed personal growth in several areas. These include leadership skills, the ability to collaborate across squads, and driving design through ambiguities.
🕛 6 months, 2023
🤝 2 Designers, 2 PM, 1 researcher & 5 Engineers
🧩 Squad Design Lead
🖥️ Desktop & Mweb
Why Redesign
The high-level motivation is our desire to create a user journey right from homepage, we aim to improve user engagement and boost SEO performance.
We hope by redesign, it will align with our commitment to continually improve and adapt to our users’ needs while ensuring our visibility in search engines. Ultimately, we believe it will drive the growth and success of the business.
Research
Hybrid Research Methodologies
High-level
Problems
Qualitative Research Findings
User Needs
User Jobs To Be Done:
Hypothesis of V1
Navigation
If we provide users quick navigation on homepage, and expose features and tools of high value, we can improve user engagement on homepage.
Type of Content
By presenting news content in a less overwhelming manner, and offering accessible tools and research data, we can boost user engagement on the homepage.
Product Goal
V1 Experiment Problem
😨 Not quite successful to tell people what’s going on in the market.
Insights
From
V1 Experiment
Our users are passionate about receiving content updates on the financial market.
But they desire an efficient browsing experience that enables them to selectively delve deeper into the content of their choice.
V2 Goal
Optimize content browsing experience
so that users will find the homepage a valuable and reliable place to start their investing daily routine, ultimately driving engagement and retention.
Success Metrics
1. More page scroll to the page
2. More clicks of news articles
Ideate & Decision Making
BRAINSTORM SESSION 1: PANEL STAKEHOLDER MEETING
BRAINSTORM SESSION 2: SQUAD JAM SESSION
Prompt:
How to provide users content to stay with the market while simultaneously ensuring exposure to our tools and research resources?
V2 Design
STEP 1
Add back Newstream as the last module.
[ P0 Task ]
The same rational as old YFi homepage.
Design
STEP 2
Hero News Module
In V2 iteration, hero module will be the only module in the first part of homepage.
- Increase information density
- Simplify UI layout for better scanning experience
V1 Design
| Low density & Outline without clear value
V2 Design
| Higher density & Flat clean UI
Breakpoints
Design
STEP 3
📐 To keep consistency...
Cross- squads Collaboration
At that time, the other 3 squads just began to redesign features on Portfolio, News Hub, and Quote page. So I set up a board and started on components, use cases, and requirements for better consistency when we develop content UI across the site.
Achievement
10% bucket in 4 weeks:
+37.1%
Page Scroll
+22.7% to previous YFi
+11.5%
News Clicks
+13.9% to previous YFi
Business Impact:
Facilitate premium ads collaboration
Facilitate collaboration with popular social media platforms
Reflection
Be adaptive to each unique problem.
Clear ambiguities and head for excellence.
It's common to meet lots of ambiguities.
The magic lies in our team can adapt to each unique problem very efficiently. By staying straightforward to goals, collaborating effectively, and heading for excellence, we can possibly navigate complexities and achieve successful designs.
Incremental changes to Quote Summary page including header, chart experience and architecture
