.strategy()
.ui_ux()
.rebranding()
Establishing a New Rating Paradigm
The hypothetical reimagining of Yelp's app interface and experience was spurred by recognizing that multifunctional platforms like Google Maps (navigation) and Uber Eats (delivery) also incorporate review aggregation—a feature that stands as Yelp's primary function. Observing that the universal 5-star rating spectrum often distills to a binary pass-fail metric for many users, I developed an intuitive and flexible tag-based rating system that addresses the needs of users throughout their entire Yelp journey—from browsing and searching to decision-making and reviewing.
↑ ASKING THE ABSTRACT QUESTIONS
The conventional 5-star rating system, a staple in review platforms, often collapses into a binary scale in user perception. Commonly, users tend to set an arbitrary threshold, such as a 4.0 rating, above which businesses are considered, and below which they are disregarded. This questions the rationale for 5-star spectrums that undermine the granularity and purpose of aggregated user ratings.
The true utility of a review is often contingent on the similarity in tastes between the reviewer and the reader. In an era where AI and sophisticated algorithms have transformed user experiences on platforms like YouTube and Spotify by tailoring content to individual tastes, a similar approach beckons for a comprehensive review system.
↓ AND ARRIVING AT A NON-NUMERICAL EXPERIENCE
The strategy pivots towards emphasizing reviewers over individual reviews, favoring qualitative insights rather than quantitative ratings. This is rooted in the understanding that reading that one review that “clicks” can be far more informative than skimming through a hundred for a general “vibe”. By adopting this human-centric approach, Yelp distinctly differentiates itself from other review aggregators, focusing on the quality and relevance of each user's experience.
↑ SYSTEM 1: THE “LOVED BY” PROFILES
The “loved by” system underscores the idea that the most impactful reviews often come from those whose tastes you know and trust. It's built around the simple yet powerful belief that there is nothing more motivating than hearing a friend rave about "some place you've got to check out".
↓ SYSTEM 2: KEY HIGHLIGHTS AND POSSIBLE LOWLIGHTS
Rather than leaving users guessing about why a place scores a 4.1 and another a 3.6, or whether 3 stars means “below average”, “average”, or “above average”—key highlights and possible lowlights allow users to know why they personally might find a business or service favorable (or not).
↑ INVISIBLE RATING SYSTEMS
By emphasizing relevant reviewers in Yelp's new system, users can form relative and personal mental rating scales by comparing against known quantities (i.e. friends or public figures).
"If even dumpster-diving Claire (sorry, Claire) thinks this place is dirty, I’ve got to avoid it at all costs."
↓ UNLOADING YELP’S BAGGAGE
Yelp's recent history has been shadowed by controversies, from astroturfing allegations to lawsuits and the impactful Billion Dollar Bully documentary, which notably affected its stock value. The refresh repositions Yelp to project a professional and trustworthy aura.
The redesign simplifies the iconic 5-star system into a singular, concise period symbol, subtly alluding to the new, holistic word/tag-based review system. This visual shift is more than aesthetic; it's a statement of change, embodying Yelp's commitment to authenticity and user-centric evaluation.
↑ AND REMOVING THE SIGNATURE (AND OBNOXIOUS) RED
The overhaul of Yelp's color scheme—moving away from its loud and aggressive bright red to a more subtle palette of white and off-black—allows the businesses and their varied photographs to take center stage on the platform, ensuring that the content, rather than the design, captures user attention.
↓ TO WELCOME A NEW YELP
The reimagined Yelp emerges with a reimagined interface, a focus on qualitative insights, and a cleaner, user-centric design. This transformation addresses past perceptions, elevates user experience, and positions Yelp as a platform for truly insightful, user-centric reviews. It's a fresh start that welcomes users to a more trustworthy, engaging, and visually appealing Yelp.
