Waze Ads Redesign
Steering a brand to a unified online presence
Waze Ads previously had a very fragmented web ecosystem with several disconnected properties that play similar roles, all launched separately over time to serve a specific audience and/or purpose. We united the brand’s online presence, streamlined the point of entry through a single URL (waze.come/ads), and optimized for acquisition across their key audiences while also assisting in the creation of a unique Ads brand identity.
Insight
Waze wanted to shift industry perceptions of their advertising solutions from a solution that not only helps brands drive awareness of their nearby locations, but also a solution that drives performance (in-store visits) for brands. This culminated in a need to launch a new, unified Waze Ads site experience to better support Waze customers.
Approach
We conducted interviews with target audiences to understand their needs and goals on the website. Our findings revealed a new sitemap and information architecture which we implemented through an iterative design and development process in close collaboration with the Waze Ads team. Website: https://www.waze.com/ads.
We went on to localize the sites for more markets, implement a measurement strategy and analytics tracking, and we continue to refine based on insights gleaned from analytics data and user feedback.
Impact
Increase in lead form completions compared to each of the previous web properties
Increase in average session duration compared to each of the previous web properties
Reduction in bounce rate compared to each the previous web properties
