THE INTERNET IS FACING A PROBLEM
THE INTERNET IS FACING A PROBLEM
Digital Fragmentation:
The Youth Connection Crisis
Today's Gen Z and Alpha users face digital fragmentation across multiple platforms, creating disjointed experiences. Our research identified that these users navigate between 8+ separate services daily, with 86% reporting feeling overwhelmed by disconnected digital environments. Yahoo's founding purpose was to organise the internet—reconnecting today's fragmented landscape presents an opportunity to re-establish relevance with a generation unfamiliar with the brand's pioneering legacy.
Today's Gen Z and Alpha users face digital fragmentation across multiple platforms, creating disjointed experiences. Our research identified that these users navigate between 8+ separate services daily, with 86% reporting feeling overwhelmed by disconnected digital environments. Yahoo's founding purpose was to organise the internet—reconnecting today's fragmented landscape presents an opportunity to re-establish relevance with a generation unfamiliar with the brand's pioneering legacy.
WHAT WE NEEDED TO LEARN
And how we benefited from it
Design Language Disconnect
Over 75% of Gen Z participants described daily used search interfaces as "ancient" compared to modern apps. All Gen Alpha users rated Yahoo's visual design below 2/5, highlighting a critical generational gap in design expectations.
NAVIGATION NIGHTMARE
Multiple competing navigation bars caused 2.5x more help requests during testing. All participants identified this issue as a reason to "Leave the Site," showing how fragmented structure creates immediate user abandonment.
PERSONALISATION VACUUM
Over 80% of participants couldn't successfully customise Yahoo's interface in usability tests. Meanwhile, the majority ranked "Visual Theme Creator" as "Most Important," revealing a critical gap between user expectations and Yahoo's offerings.
CROSS-PLATFORM INCONSISTENCY
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions. Three-quarters of participants expressed frustration with inconsistent features and layouts when switching devices, expecting seamless experiences.
THE INFINITY SCROLL TRAP
All participants identified "infinite scroll without markers" as problematic, with users demonstrating complex, scattered click patterns. Test subjects were 3x more likely to abandon tasks when losing their position in content feeds.
THE RELEVANCE OF CONTENT
80% of younger users rated Yahoo's content recommendations negatively. Whilst half of participants prioritised "Universal Content Feed" as essential, highlighting the critical gap between a generic content approach and users' personalisation expectations.
Design Language Disconnect
Over 75% of Gen Z participants described daily used search interfaces as "ancient" compared to modern apps. All Gen Alpha users rated Yahoo's visual design below 2/5, highlighting a critical generational gap in design expectations.
NAVIGATION NIGHTMARE
Multiple competing navigation bars caused 2.5x more help requests during testing. All participants identified this issue as a reason to "Leave the Site," showing how fragmented structure creates immediate user abandonment.
PERSONALISATION VACUUM
Over 80% of participants couldn't successfully customise Yahoo's interface in usability tests. Meanwhile, the majority ranked "Visual Theme Creator" as "Most Important," revealing a critical gap between user expectations and Yahoo's offerings.
CROSS-PLATFORM INCONSISTENCY
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions. Three-quarters of participants expressed frustration with inconsistent features and layouts when switching devices, expecting seamless experiences.
THE INFINITY SCROLL TRAP
All participants identified "infinite scroll without markers" as problematic, with users demonstrating complex, scattered click patterns. Test subjects were 3x more likely to abandon tasks when losing their position in content feeds.
THE RELEVANCE OF CONTENT
80% of younger users rated Yahoo's content recommendations negatively. Whilst half of participants prioritised "Universal Content Feed" as essential, highlighting the critical gap between a generic content approach and users' personalisation expectations.
Design Language Disconnect
Over 75% of Gen Z participants described daily used search interfaces as "ancient" compared to modern apps. All Gen Alpha users rated Yahoo's visual design below 2/5, highlighting a critical generational gap in design expectations.
NAVIGATION NIGHTMARE
Multiple competing navigation bars caused 2.5x more help requests during testing. All participants identified this issue as a reason to "Leave the Site," showing how fragmented structure creates immediate user abandonment.
PERSONALISATION VACUUM
Over 80% of participants couldn't successfully customise Yahoo's interface in usability tests. Meanwhile, the majority ranked "Visual Theme Creator" as "Most Important," revealing a critical gap between user expectations and Yahoo's offerings.
CROSS-PLATFORM INCONSISTENCY
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions. Three-quarters of participants expressed frustration with inconsistent features and layouts when switching devices, expecting seamless experiences.
THE INFINITY SCROLL TRAP
All participants identified "infinite scroll without markers" as problematic, with users demonstrating complex, scattered click patterns. Test subjects were 3x more likely to abandon tasks when losing their position in content feeds.
THE RELEVANCE OF CONTENT
80% of younger users rated Yahoo's content recommendations negatively. Whilst half of participants prioritised "Universal Content Feed" as essential, highlighting the critical gap between a generic content approach and users' personalisation expectations.
Design Language Disconnect
Over 75% of Gen Z participants described daily used search interfaces as "ancient" compared to modern apps. All Gen Alpha users rated Yahoo's visual design below 2/5, highlighting a critical generational gap in design expectations.
NAVIGATION NIGHTMARE
Multiple competing navigation bars caused 2.5x more help requests during testing. All participants identified this issue as a reason to "Leave the Site," showing how fragmented structure creates immediate user abandonment.
PERSONALISATION VACUUM
Over 80% of participants couldn't successfully customise Yahoo's interface in usability tests. Meanwhile, the majority ranked "Visual Theme Creator" as "Most Important," revealing a critical gap between user expectations and Yahoo's offerings.
CROSS-PLATFORM INCONSISTENCY
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions. Three-quarters of participants expressed frustration with inconsistent features and layouts when switching devices, expecting seamless experiences.
THE INFINITY SCROLL TRAP
All participants identified "infinite scroll without markers" as problematic, with users demonstrating complex, scattered click patterns. Test subjects were 3x more likely to abandon tasks when losing their position in content feeds.
THE RELEVANCE OF CONTENT
80% of younger users rated Yahoo's content recommendations negatively. Whilst half of participants prioritised "Universal Content Feed" as essential, highlighting the critical gap between a generic content approach and users' personalisation expectations.
How did we connect Youth with Yahoo
How did we connect Youth with Yahoo
Digital Fingerprint Technology
The revolutionary personalisation system transforms Yahoo from generic to uniquely yours. This innovative onboarding experience captures preferences across all Yahoo services, creating a cohesive ecosystem that learns and evolves with each user. Research showed 92% of Gen Z users prioritised customisation capabilities.
Digital Fingerprint Technology
The revolutionary personalisation system transforms Yahoo from generic to uniquely yours. This innovative onboarding experience captures preferences across all Yahoo services, creating a cohesive ecosystem that learns and evolves with each user. Research showed 92% of Gen Z users prioritised customisation capabilities.
Unified Navigation Architecture
We reimagined Yahoo's fragmented interface with gesture-based navigation prioritising swipe actions. This came as a direct response to test subjects being 3x more likely to abandon tasks when using traditional menu structures. The unified search system with cross-service integration addresses the 8+ separate services young users navigate daily.
Unified Navigation Architecture
We reimagined Yahoo's fragmented interface with gesture-based navigation prioritising swipe actions. This came as a direct response to test subjects being 3x more likely to abandon tasks when using traditional menu structures. The unified search system with cross-service integration addresses the 8+ separate services young users navigate daily.
Community-Driven Spaces
By transforming personal spaces into community hubs, Yahoo Spaces revitalises the brand's heritage of building internet communities. The platform enables shared templates, collaborative collections, and social discovery—directly addressing Gen Z and Alpha's desire for authentic online experiences and social validation.
Community-Driven Spaces
By transforming personal spaces into community hubs, Yahoo Spaces revitalises the brand's heritage of building internet communities. The platform enables shared templates, collaborative collections, and social discovery—directly addressing Gen Z and Alpha's desire for authentic online experiences and social validation.
Cohesive Cross-Platform Experience
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions, exposing a critical inconsistency. Yahoo Spaces provides synchronised preferences and interface elements across all devices, eliminating the frustration reported by 75% of participants when switching platforms.
Cohesive Cross-Platform Experience
User testing revealed Yahoo's mobile versions scored 2x better in usability than desktop versions, exposing a critical inconsistency. Yahoo Spaces provides synchronised preferences and interface elements across all devices, eliminating the frustration reported by 75% of participants when switching platforms.
Content Discovery Reimagined
We replaced Yahoo's "infinite scroll without markers" (identified as problematic by all participants) with intelligent content organisation featuring AI-powered recommendations, social discovery, and interest-based clustering—addressing the 80% negative rating of Yahoo's previous generic content approach.
Content Discovery Reimagined
We replaced Yahoo's "infinite scroll without markers" (identified as problematic by all participants) with intelligent content organisation featuring AI-powered recommendations, social discovery, and interest-based clustering—addressing the 80% negative rating of Yahoo's previous generic content approach.
Visual Identity System
Modern, adaptable aesthetics with customisable elements address the visual disconnect where all Gen Alpha users rated Yahoo's design below 2/5. The flexible theming system allows personal expression while maintaining brand consistency—creating the authentic, customisable experience younger users demand.
Visual Identity System
Modern, adaptable aesthetics with customisable elements address the visual disconnect where all Gen Alpha users rated Yahoo's design below 2/5. The flexible theming system allows personal expression while maintaining brand consistency—creating the authentic, customisable experience younger users demand.
PRESENTING THE FUTURE OF RECONNECTION
PRESENTING THE FUTURE OF RECONNECTION
OTHER PROJECTS
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THE RED DEVILS
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THE RED DEVILS
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VIRGIN WINES
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VIRGIN WINES