Sensis White Pages
Product research on contact behaviour and the new digital channels
Role
Senior UX
year
2014
project length
3 months
deliverables
User research
final productS
Report document
Project Summary
CHALLENGING PRODUCT
ENVIRONMENT
Starting date: 03/06/2024
Launch date: 09/09/2024
Working 4 days per week
RESEARCH
SCOPE
User sign-up funnel
App experience design
Email and MS Office notification designs
Production ready code for emails and MS Office cards
Collaborative leave plan tool
project
Outcomes
Launched on time: Customers began migrating to the new app in September
Increased user engagement: In the first quarter user engagement jumped by 230%
Improved user conversion: User signup funnel jumped from 77% to 94% efficiency
Challenge
In 2014 the White Pages was struggling for relevancy
The key sensis properties of White Pages and Yellow Pages had once dominated Australia's search environment. By 2014 this was long in the past, and the White Pages was being crushed by Google Search. Three key metrics were showing very clearly that the White Pages business model was under threat (as it had been for for several years)
Site usage for business and government searches were dropping sharply YoY.
While searches for individuals were stable, the rise of mobile phones and households without landlines put this audience at risk too.
the quality and quantity of contact data listed on the White Pages was starting to fall too, as users resorted to google searches to find contact data.
Research goals
While the executive and product teams planned for a major replatforming, the UX team started a research project with the aim of understanding user goals and behaviour, and ideally to identify new business opportunities.
Project design
Market research
To sense broad market trends we collated and analysed market and demographic data, using proprietary data and commercial sources like Roy Morgan.
Site traffic analysis
We also researched and analysed site data collected by Adobe Analytics to see if we could extract insights from the different traffic patterns observed between business and residential searches, and between desktop and mobile searches. .
User research
We recruited and interviewed two groups of 11 test subjects, each group being social media users between the ages of 24 and 45.
Report pages
Project outcomes
Outcomes
Keeping customer commitments
Circle In had made long term commitments to start onboarding specific clients onto the new platform in September and October. The redesigned site went live a day early and new customers onboarded on time. Circle In's larger challenge was dealing with the backlog of other customers who wanted to migrate as well.
Increasing user engagement
User engagement spiked on the new platform, increasing by 230% in the first quarter after launch.
Improving customer onboarding
The new user onboarding funnel worked significantly better than the original. Not only was it collecting useful user data, it's conversion rate was significantly better than the previous funnel, the conversion rate jumping from 77% to 94%.
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I believe in rapid iteration, early sharing, and learning from mistakes. I believe that design is about solving problems, not creating art. Good design aims to make small, meaningful improvements to people’s daily lives.
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