2GISConcept

2GIS: buying ads in the business account, no sales call needed

A package right in the account: exact price and forecast before any call, an ad built from the listing and payment, with a manager optional at any step.

Concept, not affiliated with the company. Independent work based on public data and the public version of the product. Metrics are expected, not actual.

Problem: Prices are “from” only and the only action is “Leave a request”; then a sales call and ≈ 1–5 weeks to the first impression
My role: Mapped the current journey, designed the flow and states in wireframes, built hi-fi for desktop and mobile and a clickable prototype
Timeline & team: 2026 · Solo
Outcome: Estimate: first impression in 1–2 days instead of 1–5 weeks. Measured by Ads section conversion to payment and time to first impression

Business account, Ads section · Web + iOS / Android · Claude Design

Step 2 of 5, “Package”: three packages with a fixed price and call forecast, a selection summary and a “Next” button on the right

01 · Problem

1–5 weeks to the first impression, and most of it the owner just waits

For owners

Prices are “from” only; a manager quotes the exact price over the phone
The only action is “Leave a request” — then wait for a call
Ads start only on the 1st of the month

For the business

Every small-ticket sale takes a manager’s time
Over weeks of waiting, the owner has time to change their mind
No way to “try it for a little money” — the entry barrier is high

Context

The audience is small and mid-sized businesses: a typical company has 1–3 locations in one city, and the owner runs the listing and decides whether to spend on ads. I’m working with hypothesis O5: self-serve ad purchase in the business account. All mockups use “Motor”, an auto repair shop in Kazan with two locations, and a neutral brand, “Город·Бизнес” (City·Business).

02 · What I learned

The step count barely changes — the time goes into two waits the owner can’t control

Audit of reklama.2gis.ru
Competitors: RocketData and eLama
Journey to first impression
Nielsen heuristics

Key insights

Insight 1
Prices are “from” only, and they contradict each other
“From 1,000” and “from 18,000” on the same page — owners get the exact price only from a manager over the phone
Insight 2
The only action is “Leave a request”
Then a call, a phone quote and a start on the 1st of the month: ≈ 1–5 weeks to the first impression
Insight 3
Remove the waits, not the steps
The number of steps barely changes, but the two waits the owner can’t control disappear — the manager’s call and the 1st-of-the-month start

“Today” timings are based on reklama.2gis.ru as of Nov 2, 2026, RocketData and eLama; concept timings are estimates.

03 · Options and decision

A package with a price and forecast replaces three manager steps

O5, option V2 “Package in the account”

If owners see an exact price and a forecast before talking to anyone, they’ll buy ads themselves, and managers stay for complex cases.

One step instead of three

The “Package: price and forecast” step replaces three steps of the current journey at once: the call, the phone quote and the sign-off. The remaining steps stay but get fast: the ad is built from the listing, and it can start on any date.

What I deliberately didn’t change

The account’s framework. The Ads section fits into the familiar navigation — no new place to learn.
The manager. They remain a secondary link at every step. Chains with 6+ locations, healthcare and licensed services go to a manager, but the price is visible without a call.

04 · Key decisions

Five steps in the account, each removing one reason to call

Decision 1

The reason to buy is data the account already has

Not “buy ads”, but “here’s what’s happening in your category”: how many competitors, how many of them advertise, how many calls you get. The “from ₽9,900” price and the forecast are visible right away, and “Talk to a manager” is a secondary link.

Decision 2

Exact price before any call, forecast as a range with its basis shown

Three packages with an exact price instead of “from”; “Optimal” is preselected so the average order doesn’t slide down to “Trial”. A “What the forecast is based on” drawer shows similar companies, the median and the spread; with fewer than 10 similar advertisers we don’t show a forecast, but the price is always shown.

Decision 3

Start the next day, ad built from the listing

Ads start the day after review, not on the 1st of the month; the ad is built from the listing, and the owner just reviews it. Money is charged only after the ad passes review; cancel before the start for a full refund.

Decision 4

Errors aren’t dead ends

If an ad is rejected, we show the reason, highlight the word and offer a one-click fix — no money is charged before launch. A payment error doesn’t reset the selection: the package and ad are saved, and an invoice is the fallback.

All screens (9)

Dashboard, mobile and process

A8 dashboard: after 14 days it shows calls, routes and impressions against the forecast corridor. If results fall short, we say so plainly and suggest three actions on the listing.
The mobile account mirrors the journey, down to the launch push notification and a mini dashboard. Customers see the ad in search results and on the listing with the “Ad” label.
Payment: card for sole proprietors and the self-employed, invoice for LLCs and sole proprietors with a business account. We handle ERIR ad labeling ourselves — it requires the tax ID (INN).
Process: first the whole journey in wireframes W0–W9, including states, then hi-fi, a mini style guide and a component sheet. Every status has an icon and text, not just color.

05 · Results

Success: owners reach payment on their own, without the average order dropping

The concept and its timings are a hypothesis. I’d validate it with a prototype usability test, then a phased rollout.

Success metrics
Metric	Why	Expected
Conversion from the Ads section to payment	Primary: do owners get to a purchase without a call	Up
Time from first visit to the section to first impression	The concept’s core promise: 1–2 days instead of 1–5 weeks	Down
Share of purchases with no manager involved	Does self-serve offload small-ticket sales	Up
Package mix and average order value	Does “Trial” drag the average order down	Not below current
Renewal after the first period	Does the “actual vs. forecast” dashboard work	Up

A/B test and guardrails

Control — the current request page; variant — the package in the account. Primary metric — conversion to payment. Guardrails: average order value, share of ads rejected in review, refunds before start, complaints about results diverging from the forecast.