[{"data":1,"prerenderedAt":423},["ShallowReactive",2],{"case-\u002Fen\u002Fcases\u002F2gis-ads":3,"cases-list-cases_en":349},{"id":4,"title":5,"body":6,"company":312,"cover":313,"description":317,"draft":318,"extension":319,"hero":320,"meta":323,"navigation":324,"ogImage":325,"order":326,"path":327,"period":328,"platform":329,"problemLine":330,"product":331,"prototype":332,"role":333,"seo":334,"status":335,"stem":336,"team":337,"tint":338,"tldr":339,"tools":344,"workType":346,"year":347,"__hash__":348},"cases_en\u002Fen\u002Fcases\u002F2gis-ads.md","2GIS: buying ads in the business account, no sales call needed",{"type":7,"value":8,"toc":303},"minimark",[9,67,96,137,281],[10,11,14,19],"case-section",{"id":12,"label":13},"problem","Problem",[15,16,18],"h2",{"id":17},"_15-weeks-to-the-first-impression-and-most-of-it-the-owner-just-waits","1–5 weeks to the first impression, and most of it the owner just waits",[20,21,22,39,53],"case-grid",{},[23,24,26],"tile-text",{"label":25},"For owners",[27,28,29,33,36],"ul",{},[30,31,32],"li",{},"Prices are “from” only; a manager quotes the exact price over the phone",[30,34,35],{},"The only action is “Leave a request” — then wait for a call",[30,37,38],{},"Ads start only on the 1st of the month",[23,40,42],{"label":41},"For the business",[27,43,44,47,50],{},[30,45,46],{},"Every small-ticket sale takes a manager’s time",[30,48,49],{},"Over weeks of waiting, the owner has time to change their mind",[30,51,52],{},"No way to “try it for a little money” — the entry barrier is high",[23,54,58],{"label":55,"span":56,"tone":57},"Context","full","outline",[59,60,61,62,66],"p",{},"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 ",[63,64,65],"strong",{},"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).",[10,68,71,75,79,89,93],{"id":69,"label":70},"research","What I learned",[15,72,74],{"id":73},"the-step-count-barely-changes-the-time-goes-into-two-waits-the-owner-cant-control","The step count barely changes — the time goes into two waits the owner can’t control",[76,77],"method-chips",{"items":78},"Audit of reklama.2gis.ru, Competitors: RocketData and eLama, Journey to first impression, Nielsen heuristics",[20,80,81],{},[82,83],"tile-image",{"alt":84,"src":85,"bg":86,"span":56,"width":87,"height":88},"Journey from interest to first impression: today 8 steps and ≈ 1–5 weeks with two waits the owner can’t control; in the concept the same 8 steps in 1–2 days","\u002Fcases\u002F2gis-ads\u002Fflow.png","#F4F4F2",1800,750,[90,91],"insights",{":items":92},"[{\"title\":\"Prices are “from” only, and they contradict each other\",\"so\":\"“From 1,000” and “from 18,000” on the same page — owners get the exact price only from a manager over the phone\"},{\"title\":\"The only action is “Leave a request”\",\"so\":\"Then a call, a phone quote and a start on the 1st of the month: ≈ 1–5 weeks to the first impression\"},{\"title\":\"Remove the waits, not the steps\",\"so\":\"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\"}]",[59,94,95],{},"“Today” timings are based on reklama.2gis.ru as of Nov 2, 2026, RocketData and eLama; concept timings are estimates.",[10,97,100,104],{"id":98,"label":99},"hypotheses","Options and decision",[15,101,103],{"id":102},"a-package-with-a-price-and-forecast-replaces-three-manager-steps","A package with a price and forecast replaces three manager steps",[20,105,106,114,120],{},[23,107,111],{"label":108,"span":56,"tone":109,":statement":110},"O5, option V2 “Package in the account”","brand","true",[59,112,113],{},"If owners see an exact price and a forecast before talking to anyone, they’ll buy ads themselves, and managers stay for complex cases.",[23,115,117],{"label":116},"One step instead of three",[59,118,119],{},"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.",[23,121,123],{"label":122},"What I deliberately didn’t change",[27,124,125,131],{},[30,126,127,130],{},[63,128,129],{},"The account’s framework."," The Ads section fits into the familiar navigation — no new place to learn.",[30,132,133,136],{},[63,134,135],{},"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.",[10,138,141,145,206],{"id":139,"label":140},"solution","Key decisions",[15,142,144],{"id":143},"five-steps-in-the-account-each-removing-one-reason-to-call","Five steps in the account, each removing one reason to call",[20,146,147,158,164,168,178,188,192,196],{},[23,148,150,155],{"label":149},"Decision 1",[151,152,154],"h3",{"id":153},"the-reason-to-buy-is-data-the-account-already-has","The reason to buy is data the account already has",[59,156,157],{},"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.",[82,159],{"alt":160,"src":161,"width":162,"height":163},"A1 · Your category: 48 auto repair companies in Kazan, 9 advertising; listing views and calls over 30 days","\u002Fcases\u002F2gis-ads\u002Fs-a1-crop.png",1000,1250,[82,165],{"alt":166,"src":167,"width":162,"height":163},"A3 · Package choice: “Trial” and “Optimal” with an exact monthly price and a forecast of calls and routes as a range","\u002Fcases\u002F2gis-ads\u002Fs-a3-crop.png",[23,169,171,175],{"label":170},"Decision 2",[151,172,174],{"id":173},"exact-price-before-any-call-forecast-as-a-range-with-its-basis-shown","Exact price before any call, forecast as a range with its basis shown",[59,176,177],{},"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.",[23,179,181,185],{"label":180},"Decision 3",[151,182,184],{"id":183},"start-the-next-day-ad-built-from-the-listing","Start the next day, ad built from the listing",[59,186,187],{},"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.",[82,189],{"alt":190,"src":191,"width":162,"height":163},"A6 · Step 5 “Payment”: card or invoice, tax ID for ad labeling and cancellation before the start with a full refund","\u002Fcases\u002F2gis-ads\u002Fs-a6-crop.png",[82,193],{"alt":194,"src":195,"width":162,"height":163},"A7 · Ad rejected: the reason, the word “best” highlighted in the text and a “Fix and resubmit” button","\u002Fcases\u002F2gis-ads\u002Fs-a7r-crop.png",[23,197,199,203],{"label":198},"Decision 4",[151,200,202],{"id":201},"errors-arent-dead-ends","Errors aren’t dead ends",[59,204,205],{},"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.",[207,208,210],"all-screens",{"count":209},"9",[20,211,212,241,246,250,254,258,262,268,272,276],{},[23,213,215],{"label":214,"span":56},"Dashboard, mobile and process",[27,216,217,223,229,235],{},[30,218,219,222],{},[63,220,221],{},"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.",[30,224,225,228],{},[63,226,227],{},"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.",[30,230,231,234],{},[63,232,233],{},"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).",[30,236,237,240],{},[63,238,239],{},"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.",[82,242],{"alt":243,"src":244,"bg":86,"span":56,"width":87,"height":245},"A1 · Ads section: 48 companies in the category, 9 advertising; a forecast of +12–20 calls and route requests per month and a “Find an ad package” button","\u002Fcases\u002F2gis-ads\u002Fa1.png",1418,[82,247],{"alt":248,"src":249,"width":162,"height":163},"A3 · “What the forecast is based on” drawer: result distribution for 31 similar auto repair shops, the median and what drives results","\u002Fcases\u002F2gis-ads\u002Fs-a3d-crop.png",[82,251],{"alt":252,"src":253,"width":162,"height":163},"A8 · Dashboard after 14 days: 9 calls, 5 routes, 1,340 impressions and an “actual vs. forecast” chart with the forecast corridor","\u002Fcases\u002F2gis-ads\u002Fs-a8-crop.png",[82,255],{"alt":256,"src":257,"bg":86,"span":56,"width":87,"height":245},"A8 · Dashboard after 14 days: 9 calls, 5 routes, 1,340 impressions and an “actual vs. forecast” chart with a 12–20 corridor","\u002Fcases\u002F2gis-ads\u002Fa8.png",[82,259],{"alt":260,"src":261,"bg":86,"span":56,"width":87,"height":162},"B · Mobile account: package choice, ad, payment and an “Ad launched” push with a mini dashboard","\u002Fcases\u002F2gis-ads\u002Fmobile.png",[82,263],{"alt":264,"src":265,"width":266,"height":267},"An “Ad launched” push over the mini dashboard: calls, routes, impressions, forecast and an “actual vs. forecast” chart","\u002Fcases\u002F2gis-ads\u002Fs-b5.png",647,1400,[82,269],{"alt":270,"src":271,"width":266,"height":267},"The Motor auto repair listing as customers see it: rating, address and Call, Route and Website buttons","\u002Fcases\u002F2gis-ads\u002Fs-c2.png",[82,273],{"alt":274,"src":275,"bg":86,"span":56,"width":87,"height":162},"C · Customer view: search results for “auto repair” and the Motor listing with a “Call” button and an ad label","\u002Fcases\u002F2gis-ads\u002Fclient.png",[82,277],{"alt":278,"src":279,"bg":86,"span":56,"width":87,"height":280},"W3 · Wireframe of the “Package” step: three packages, a selection summary and links to the “Forecast basis” and “Not enough data” states","\u002Fcases\u002F2gis-ads\u002Fw3.png",1350,[10,282,285,289,292,295],{"id":283,"label":284},"metrics","Results",[15,286,288],{"id":287},"success-owners-reach-payment-on-their-own-without-the-average-order-dropping","Success: owners reach payment on their own, without the average order dropping",[59,290,291],{},"The concept and its timings are a hypothesis. I’d validate it with a prototype usability test, then a phased rollout.",[283,293],{":items":294},"[{\"metric\":\"Conversion from the Ads section to payment\",\"why\":\"Primary: do owners get to a purchase without a call\",\"expect\":\"Up\"},{\"metric\":\"Time from first visit to the section to first impression\",\"why\":\"The concept’s core promise: 1–2 days instead of 1–5 weeks\",\"expect\":\"Down\"},{\"metric\":\"Share of purchases with no manager involved\",\"why\":\"Does self-serve offload small-ticket sales\",\"expect\":\"Up\"},{\"metric\":\"Package mix and average order value\",\"why\":\"Does “Trial” drag the average order down\",\"expect\":\"Not below current\"},{\"metric\":\"Renewal after the first period\",\"why\":\"Does the “actual vs. forecast” dashboard work\",\"expect\":\"Up\"}]",[20,296,297],{},[23,298,300],{"label":299,"span":56,"tone":57},"A\u002FB test and guardrails",[59,301,302],{},"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.",{"title":304,"searchDepth":305,"depth":305,"links":306},"",2,[307,308,309,310,311],{"id":17,"depth":305,"text":18},{"id":73,"depth":305,"text":74},{"id":102,"depth":305,"text":103},{"id":143,"depth":305,"text":144},{"id":287,"depth":305,"text":288},"2GIS",{"src":314,"alt":315,"bg":316},"\u002Fcases\u002F2gis-ads\u002Fcover.png","2GIS logo on a light blue background","#D5EDFF","2GIS concept for hypothesis O5: upfront price and forecast, a package, not a request, an estimated 1–2-day launch. Wireframes, web and mobile UI, prototype.",false,"md",{"src":321,"alt":322},"\u002Fcases\u002F2gis-ads\u002Fhero.png","Step 2 of 5, “Package”: three packages with a fixed price and call forecast, a selection summary and a “Next” button on the right",{},true,"\u002Fog\u002Fen\u002F2gis-ads.png",4,"\u002Fen\u002Fcases\u002F2gis-ads","2026","Web + iOS \u002F Android","Owners can’t buy ads themselves — only via a sales call","Business account, Ads section",null,"Current-journey analysis, product decisions, wireframes, hi-fi, mini style guide and component sheet, clickable prototype",{"title":5,"description":317},"concept","en\u002Fcases\u002F2gis-ads","Solo","#E1F4E8",{"problem":340,"solution":341,"role":342,"effect":343},"Prices are “from” only and the only action is “Leave a request”; then a sales call and ≈ 1–5 weeks to the first impression","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.","Mapped the current journey, designed the flow and states in wireframes, built hi-fi for desktop and mobile and a clickable prototype","Estimate: first impression in 1–2 days instead of 1–5 weeks. Measured by Ads section conversion to payment and time to first impression",[345],"Claude Design","Web + mobile · research, UX\u002FUI, prototype",2026,"sYk8G8mO5xj_7nTUfqeYEuChUvGwsMq7HPlWQ-Y_70M",[350,365,378,392,395,409],{"path":351,"company":352,"status":353,"problemLine":354,"workType":355,"cover":356,"hero":360,"order":363,"draft":318,"title":364},"\u002Fen\u002Fcases\u002Fbookberry-booking","BookBerry × Outglow","real","Direct hotel booking with price and terms clear upfront","Mobile web + desktop · flows, UI, design system",{"src":357,"alt":358,"bg":359},"\u002Fcases\u002Fbookberry-booking\u002Fcover.png","Bookberry AI logo on a light cream background","#FFFEED",{"src":361,"alt":362},"\u002Fcases\u002Fbookberry-booking\u002Fhero.png","Desktop room page: photo gallery, description, amenities and a right-hand column with the 4-night price, cancellation terms and add-ons",1,"BookBerry: direct hotel booking where price and terms are clear before payment",{"path":366,"company":367,"status":353,"problemLine":368,"workType":369,"cover":370,"hero":374,"order":305,"draft":318,"title":377},"\u002Fen\u002Fcases\u002Fbnberry-emails","BnBerry","In a minute, hosts see revenue, AI results and what to fix","Email · product design, 3 iterations",{"src":371,"alt":372,"bg":373},"\u002Fcases\u002Fbnberry-emails\u002Fcover.png","BnBerry logo on a violet background","#6366F1",{"src":375,"alt":376},"\u002Fcases\u002Fbnberry-emails\u002Fhero.png","Three email versions side by side: Voice of Guest with chips, a minimal version with AI insight and the approved Monthly Performance Recap","BnBerry: the monthly host email — from a review digest to revenue and actions",{"path":379,"company":380,"status":335,"problemLine":381,"workType":382,"cover":383,"hero":387,"order":390,"draft":318,"title":391},"\u002Fen\u002Fcases\u002Fpinterest-ai-control","Pinterest","A “less AI” setting exists, yet AI still fills the feed","iOS \u002F Android · research, UX\u002FUI, prototype",{"src":384,"alt":385,"bg":386},"\u002Fcases\u002Fpinterest-ai-control\u002Fcover.png","Pinterest logo on a pale pink background","#FFEDED",{"src":388,"alt":389},"\u002Fcases\u002Fpinterest-ai-control\u002Fhero.png","Three concept screens: feed with an “AI: All” chip, a sheet for choosing the AI content mode, and the feed with “AI: Hidden” on and an Undo button",3,"Pinterest: control AI content in two taps, right from the feed",{"path":327,"company":312,"status":335,"problemLine":330,"workType":346,"cover":393,"hero":394,"order":326,"draft":318,"title":5},{"src":314,"alt":315,"bg":316},{"src":321,"alt":322},{"path":396,"company":397,"status":335,"problemLine":398,"workType":399,"cover":400,"hero":404,"order":407,"draft":318,"title":408},"\u002Fen\u002Fcases\u002Fazbuka-order","Azbuka Vkusa","After checkout, orders can’t be edited and issues go to chat","iOS \u002F Android · hypotheses, UX\u002FUI, prototype",{"src":401,"alt":402,"bg":403},"\u002Fcases\u002Fazbuka-order\u002Fcover.png","Azbuka Vkusa logo on a dark green background","#004018",{"src":405,"alt":406},"\u002Fcases\u002Fazbuka-order\u002Fhero.png","Three screens: order placed with a “You can edit until 14:20” timer, a delivered order with “Report a problem”, and choosing a refund to card",5,"Azbuka Vkusa: giving customers control of their order after checkout",{"path":410,"company":411,"status":335,"problemLine":412,"workType":413,"cover":414,"hero":418,"order":421,"draft":318,"title":422},"\u002Fen\u002Fcases\u002Furalsib-login","Uralsib","New phone: no sign-in or access recovery without a call","Android + web · scenarios, UX\u002FUI, prototype",{"src":415,"alt":416,"bg":417},"\u002Fcases\u002Furalsib-login\u002Fcover.png","Uralsib bank logo on a light grey background","#EBEBEB",{"src":419,"alt":420},"\u002Fcases\u002Furalsib-login\u002Fhero.png","Three screens: quick fingerprint sign-in, a “passport or card” choice for identity verification, and the home screen with a new-phone limit banner",6,"Uralsib Online: one-gesture sign-in and access recovery without a call",1794339603135]