Yahoo Life Redesign
Led the creative direction and UX for the rebranding and redesign of Yahoo Life, one of Yahoo’s highest-traffic verticals, transforming it into a distinctive, revenue-generating destination. Partnered with Ad Tech, Marketing, and Sales to introduce new high-visibility sponsorship formats.
Note: Due to confidentiality agreements, many details are obscured or redacted.
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| Role | Team | Timeline |
|---|
| Director, Product Design Creative Direction & UX Lead | 1 Product Lead 1 Dir, Product Design 1 Product Designer 1 Visual Designer | 2 months |
ROLE
Director, Product Design
Creative Direction & UX Lead
TEAM
1 Product Lead
1 Dir, Product Design
1 Product Designer
1 Visual Designer
TIMELINE
2 months
Overview
Redesigned Yahoo Life, a top-tier vertical, into a distinct, monetizable destination. Partnered cross-functionally to align brand, UX, and revenue strategy, resulting in engagement lift, 22% increase in property revenue, and 6x increase in revenue potential.
Challenge
Despite high traffic and engaged readers, Yahoo Life (formerly Lifestyle) lacked a cohesive brand identity or intentional UX strategy. This presented an opportunity to reimagine the experience to resonate with our audience, differentiate from competitors, and open new premium monetization channels.
Approach
Discovery & Vision
Brand alignment, audience insights, creative exploration
Developed and tested multiple creative directions, leading to a unified visual identity.
Structure & Monetization
New IA, sponsorship placement strategy
Re-architected IA to improve content discovery and collaborated with Ad Tech, Marketing, and Sales to design 13 new premium sponsorship models (previously only three ad slots), including immersive full-page takeovers, native content integrations, and mid-article branded storytelling slots, seamlessly woven into the editorial flow.
Design & Iteration
Prototyping, UXR testing, stakeholder reviews, editorial workflow considerations
Delivered high-visual layouts that maintained editorial efficiency. The new design ensured that we didn’t add any highly custom, manually intensive steps to the editorial workflow, while still allowing for eye-catching visuals to flow through the background and surrounding content areas.
Launch & Outcomes
Business results + impact
- Created a scalable, brand-forward design system
- Significant engagement lift of both direct and indirect traffic
- 22% increase in property revenue, 6x revenue potential, and expanded the sales team’s high-value inventory
- Introduced monetization formats now used across other Yahoo verticals
Before
After
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