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From MVP to Scalable Marketplace
Project
Designing Yell's Lead Generation Experience
Problem
The original MVP was limited:
- Consumers submitted a job (lead), then had to initiate contact with businesses, causing drop-off.
- Businesses were notified passively and often missed leads due to poor timing or unclear UX.
- The feature was only accessible via mobile app, while most business users preferred desktop.
Business value was undermined by low feature awareness, unclear status communication, and friction-heavy workflows, especially for tech-novice or time-constrained mobile tradespeople.
Goal
- Redesign the jobs feature to be intuitive, fast, and valuable for business users.
- Empower consumers to receive timely, relevant responses.
- Increase applications per job by improving visibility, clarity, and ease of interaction.
- Grow lead engagement at scale, without performance marketing.
Process
Audit MVP Experience → Stakeholder Alignment → Research → Ideation & UI Exploration → A/B Testing → Iteration → Data Analysis → Delivery & Optimisation →
Key UX Enhancements
Navigation & Visibility
- Rebranded icon to magnifying glass to communicate search functionality
- Introduced zero states with smart prompts to refine filters and increase interaction
Platform Inclusion
- Identified missed opportunity: Jobs feature was mobile-only despite 67% using desktop to manage their business
- Pushed for web parity to reach full user base (in backlog)
Lead Lifecycle Clarity
- Implemented logic to mark jobs cold after 2 months
- Consumers received prompts to update leads; businesses saw status indicators
- Businesses could now revoke interest if unavailable, improving job list relevancy
Streamlined Interaction
- Quick Apply: Added swipe-style buttons and simplified interactions to suit time-poor users
- Added visual indicators: unread jobs now appeared bold with a blue dot; read jobs appeared in black, improving scannability at a glance
Contact Model Shift (Sept 2023)
- Introduced consumer contact detail sharing (phone + messaging) after business expressed interest
- Flipped model from passive to active outreach, critical for mobile workers who couldn’t field unpredictable incoming calls
Continued Enhancements (2024)
- May 2024: Added email and WhatsApp as contact methods
- Removed applied jobs from search view → exclusively accessible under "My Jobs" to improve historical view and focus search on new opportunities
Growth Highlights
- 20x YoY growth in applications from 2022 (5K) to 2023 (100K+)
- +52.6% QoQ growth following September 2023’s contact detail release
- 173% increase in H1 2024 alone post-feature pivot
- Delivered 127K+ applications without marketing spend, validating UX-led growth
Outcome
- Established a scalable, high-retention marketplace that supports both business and consumer workflows
- Converted a misunderstood feature into a core product value driver
- Demonstrated how research, platform alignment, and lean UX can unlock exponential engagement growth
- Improved satisfaction: clear job lifecycle status, flexible contact methods, and intuitive search navigation
Reflection & Learnings
- Low-tech user groups require ultra-clear onboarding and proactive signposting to engage with powerful features
- Without a desktop-compatible version, mobile-only feature limits reach even among mobile-first tradespeople
- Frictionless interaction models (quick apply, read states, proactive search) significantly reduce drop-offs
- Research-led pivots (like the Sept 2023 model shift) can compound engagement dramatically
Next Steps
- Expand Jobs feature to desktop version to reach 100% of the business user base
- Explore rich media uploads (e.g. photos/videos from consumers) to enhance lead context
- Build out performance dashboards for businesses to track and refine their outreach success
- Introduce smart job filtering (based on availability, location, ratings)
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