Age: 18-34 (36%), 35-54 (35.5%)
Income: $100k+ (44%), $0-$59k (30%)
Key audience: Millennials
Information from yelp.com/factsheet
As an (Actor) User
I want to (Goal) search restaurants nearby quickly
So that (Reason) I can have lunch
Persona: Alex, a 24-year-old engineering student, from California, working part-time in a store, earning $30k a yr.
Interests: A Sports fan, loves different cuisines, traveling, exploring, visiting new places, hanging out with friends.
Technology: Early adopter, iPhone user
A summary of a telephonic conversation with a 24-year-old boy from California: “I use Yelp to get best-rated restaurants nearby. If I open the app it shows a lot of information on a single screen. While searching, it has filters which take a long time to go through.”
User goal: As a user, I want a product that is quick and easy to use. I am busy in between school and work. I am easy-going and prefer to spend money over good quality food. I need to make sure that I get a list of good restaurants as quick as possible.
Problem statement: To search restaurants nearby quickly on Yelp with a better experience.
Key areas: User intended, User-focused, User optimized, Visual first
Problem: Hierarchy within categories in home screen
Solution: The re-designed mobile web has 4 categories i.e., best rated, best location, best price, and favorites (not for first time user). If you swipe right, you can go through different categories and if you scroll down, you can surf within the category. The mobile web is created with an assumption that the user has allowed sharing current location while signing in.
No call to action on home screen
Displaying the most used category (restaurants) would reduce the number of clicks in some scenarios. The user can always go through other categories via search option.
In map view, if the user clicks on a restaurant’s details, it takes 5 total clicks for him to see pictures and decide, and if not then the user can go back to the list.
A map is highly used for "location-based category" (nearby restaurants). Providing options within 10 miles, and details of the same after clicking over each location would make it a lot easier.
Navigation to detailed view page is visually weak
Yelp is widely used for surfing places. More pictures with less text will help it to be visually attractive.
Addition: A lot of restaurant chains use loyalty cards for attracting customers with gifts. Putting an option of acceptability of loyalty cards and adding it to user profile would make Yelp be more personalized.