Yahoo

Project Type

Industry

Timeline

UX Research

Web Services

6 months

Strategic Research Driving Strategic Design Investments and Revenue Performance

Fuego UX partnered with Yahoo to execute high-impact research across internal and consumer-facing products. The goal was to leverage qualitative and quantitative insights to reduce operational inefficiencies, improve engagement, and validate high-risk initiatives before launch.

Services

Qualitative Research

Persona Development

Usability Testing

Generative Research

Team

UX Research Lead

UX Researcher

Insight at Scale

Our work spanned three critical areas: 1. Modernizing the internal CMS through extensive persona-driven user research. 2. Validating a high impact loyalty rewards program prior to launch by conducting generative research to explore customer perceptions, assess the clarity of the rewards value proposition, and identify potential barriers to enrollment and use. 3. Evaluating new search assist features to improve engagement by assessing user comprehension and preference for different concepts.

Results

Research translated directly into operational efficiency and revenue optimization.

• Reduced design risk and accelerated CMS simplification through a persona-driven approach. Addressed the most costly bottlenecks, avoiding wasted development time on irrelevant features.

• Improved loyalty program adoption through insights guiding positioning, ensuring budget was spent communicating value propositions that resonate directly with user desires.

• By proving which search assist concepts effectively improve search engagement and efficiency, Yahoo could invest resources only in features that lead to increased search volume and revenue growth.