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Category
Real-Time
Annual ID
OS_CU21_025M
About the Work
Yandex’s ecosystem includes dozens of mobile apps for a convenient city living, like maps, taxi, movie and music streaming, food delivery, etc. These apps are used by over 60% of Russian mobile users. Our homepage yandex.ru is the most visited page in Russian language internet with over 70mln daily views and around 70% of mobile traffic.
That is why when Covid came and the national self-isolation regime was announced, we started noticing changes in how people used our apps. Staying self-isolated, people didn't plan many routes, didn’t use metro map or order taxis. At the same time they ordered more deliveries, read more content and news feeds, watched more movies. We compared these anonymous trends from over 85mln users of our 24 main services and apps with the same data from before the pandemic. After all calculations we aggregated the result into a simple 0 to 5 grades scale where 0 was equal to the regular activity on a day before the pandemic, and 5 meant most people were at home.
We placed the Index on yandex.ru, so it became impossible to ignore for anyone: regular users, bloggers, media and even officials. We also replaced an indicator of city traffic in all our map-based apps with our Index, as people looked at them 2 times a day.
The Index was measured in real time for 173 cities with over 100k population. We sent push notifications daily and when Index changed by more than 0.3 points, so people were kept up to date.
That is why when Covid came and the national self-isolation regime was announced, we started noticing changes in how people used our apps. Staying self-isolated, people didn't plan many routes, didn’t use metro map or order taxis. At the same time they ordered more deliveries, read more content and news feeds, watched more movies. We compared these anonymous trends from over 85mln users of our 24 main services and apps with the same data from before the pandemic. After all calculations we aggregated the result into a simple 0 to 5 grades scale where 0 was equal to the regular activity on a day before the pandemic, and 5 meant most people were at home.
We placed the Index on yandex.ru, so it became impossible to ignore for anyone: regular users, bloggers, media and even officials. We also replaced an indicator of city traffic in all our map-based apps with our Index, as people looked at them 2 times a day.
The Index was measured in real time for 173 cities with over 100k population. We sent push notifications daily and when Index changed by more than 0.3 points, so people were kept up to date.
2021 Awards
Total Points: 3
Merit
Credits
Client / Brand
Yandex / Moscow
Copywriter
Konstantin Pudan
Creative Director
Alexandra Novokhatskaya
Alexandra Novohatskaya
Designer
Alisa Berezhnaya
Evgenii Semiryakov
Garry Tonakanyan
Kirill Khachaturov
Pavel Okrema
Petr Baturintsev
Sergey Simonov
Stas Sabirov
Timur Nurutdinov
Vyacheslav Barinov
Editor
Alya Ageeva
Head of Design Team
Denis Mosin
Gennady Lokhtin
Ilya Alexandrov
Sergey Ternovykh
Junior Copywriter
Serob Khachatryan
Senior Art Director
Vasilii Ovchinnikov
Senior Producer
Inna Omelchenko
Analyst
Gleb Polushin
Leonid Mednikov
Pavel Tyavin
Sergey Bondarkov
Analyst of Cross-Services Data Department
Denis Shaposhnikov
Vladimir Smolev
CEO
Tigran Khudaverdyan
COO
Gregory Abovsky
Developer
Igor Agarlev
Oleg Novikov
Developer of Cross-Services Data Department
Olesya Golub
Director of Marketing Operations
Petr Abroskin
Frontend Developer
Iuliia Ovechkina
Head of Communications
Denis Novikov
Head of Content Services
Tonia Samsonova
Head of Corporate Communications
Sana Paritova
Head of Data Journalism Group
Igor Loshchits
Head of Maps Service
Oleg Levchuk
Head of ML Lab
Alexander Krainov
Head of Search Functionality Department
Andrey Plakhov
Manager
Alexey Shagraev
Konstantin Mamaev
Ruslan Musaev
Manager of Cross-Services Functionalities
Irina Goltsman
Product PR Lead
Alexandra Yudanova
SVP of Search
Andrey Styskin
Team Lead of Search verticals functionality group
Nikita Makarov
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