the Yerli

App and website redesign for a social platform to connect locals with small businesses

Overview

Present

What is the Yerli?

The Yerli is an app built by college students to highlight and promote local businesses.


What was my role?

I joined the Yerli as UX Design Lead, where I conducted multiple design sprints to completely redesign the

  1. mobile app
  2. web app
  3. website
  4. overall brand

Project Duration: 

Feb 2021

-

May 2021

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Hi

Context

In early 2020, the world was hit hard by an infectious disease known as COVID-19.

People all aroung the world were forced into quarantine and the world was changed forever.

As a result, the retail industry took an extraordinary hit.

Sales were down due to consumer concerns of contracting the virus, and consumers were forces to navigate unknown territories.

63%

of shoppers were at some point fearful to shop at grocery stores in 2020.

(C+R Research, 2020)

80%

of Americans have yet to return to their pre-COVID levels of comfort about everyday out-of-the-house activities

(McKinsey, 2020)

+15,500

stores closed in the U.S. in 2020 due to global pandemic.

(Forbes, 2020)

The existing website was frustrating customers and obstructing their ability to purchase.

Having fielded many complaints and spend enough money trying to mitigate its issues, the owner felt it was time to upgrade the website.

Thus, the owner met with two budding UX Designers to redesign his website.

The Yerli's audience and value proposition

The Yerli as an app connects

  • small businesses who want traffic
  • locals who want to engage with local businesses

To bring these two segments together, the app focused on two distinct features

  • A directory of small businesses to help locals find these local small businesses
  • A social feed to get the community conversing and learning about the local small businesses

Great idea, but there were a few roadblocks

Great idea WITHOUT great design

The Yerli was completely built by college students, so naturally resources and experience are limited. This lead to a poorly designed app based on many assumptions, and thus the need for a designer to help clean up the UI and UX of the app.

That's where I came in!

Hypothesis

Research

Quick user feedback

I conducted a quick survey to establish the sentiments of existing Yerli users, and to identify potential areas of improvement for the app. Responses ranged from feature Requests to general feedback

Some of the responses

Competitive Analysis

To gather some design inspiration and understand existing patterns in both the social media and the food space, I looked at various social media, food review, and community based apps. Below is a high-level look at some of the resources collected (primarily from uxarchive)

Design Audit

In addition to hearing from users and looking at other apps, I took an in depth look at the existing design of the Yerli's mobile and web app, which served as starting points for the redesign.

40%

of customers are corporate entities

34%

of customers only buy 1 item

35%

of customers will call and ask for help, either in finding a product or while checking out

$300

spent per purpose (on average)

Challenge

Redesign the app and website, and improve the overall UX of the platform

Define

Design

Mobile app redesign + new features

I redesigned the mobile app screen by screen in Figma, in addition to creating new views for onboarding, and a whole new feature for projects. Below are some of the key screens

Web app redesign

To match with the new mobile app UI, I refreshed the Yerli's web app as well with new design system and more usable interface. See this in action at theyerli.com/explore

Marketing site

In addition to the mobile and web app redesigns, I also redesigned and rebuilt the Yerli's marketing website. Check out some key screens below or the full site at theyerli.com

Before

After

Testing

Develop

Implementation

I worked closely with the development teams at the Yerli to ensure the mobile and web apps could be implemented easily. I also built the marketing site myself in Webflow.

View the web app

Download the app

Visit marketing website

Conclusion