Unifying Yahoo and AOL

In 2018, Verizon consolidated Yahoo, AOL, and other iconic brands into Verizon Media. The goal was an informative website driving action across B2B customers, potential employees, and press.

Project summary

Defining a brand narrative

Verizon Media needed a unified website to tell their new brand story. With many legacy brands, the scope was enormous. The B2B offering section was our primary focus, requiring robust navigation and user journey. Using Verizon's style guide, we sketched wireframes and site maps. Modular components enabled rapid builds. This design system allowed us to focus on optimizing user flows that influenced revenue.

Challenge

Maximizing reach

With nearly 2 billion users, Verizon Media had vast advertising potential. Our first challenge was creating an online presence for customers to build relationships and explore offerings. We conducted research and analyzed data to understand our diverse users’ needs - customers, employees, press. Focusing on self-identification and relevance was key. As scope grew, speed became critical. We launched efforts and a design system to streamline pages and processes, continually improving outcomes.

Solution

Efficiency with a customizable design system

Research and interviews informed our "exploration" model strategy, we focused on acquiring marketing qualified leads. After aligning on wireframes and flows, we leveraged Verizon branding with custom media styling. We launched the homepage and then rapidly iterated on the B2B section. Breakdowns in consistent styles sparked a design system. Data drove navigation, content, and performance improvements. More leads followed each launch.

The B2B section wireframes employ modular, templated designs for efficient scaling. Through clear audience targeting and journeys, users immediately self-identify and access tailored content and offerings. Persistent CTAs drive conversions optimized for each audience.

The Brands section uses consistent, modular templates to organize Verizon Media's extensive portfolio. The editorial approach introduces Verizon Media's vision while clean layouts, bold imagery, and core conversion elements enable rapid cross-brand scaling.

The navigation design strategically organizes Verizon Media's vast range of brands and offerings into an intuitive, accessible global structure. Following Verizon's established navigation guidelines, sections provide entry points tailored to key audiences like business, consumers, and developers.