Product Design

Whitepages Unified Web Experience

Year
2020
Role
UI/UX Designer
Company
Whitepages
Whitepages Unified Web Experience
Combine our two site experiences into one, with a little brand refresh.

My Role

I was the lead designer, collaborating with 3 other designers, 3 product managers, developers, QA, and leadership team.

Main areas of responsibility:

Management (prioritization, design reviews, maintain backlog)

Interaction design (basic flows, interactions, wireframing, information architecture, identify patterns, understand the system)

Visual design (improve accessibility, build design system, lo/hi-fi mocks, prototyping)


Project Overview

User Story

As a Whitepages web user I want to have a unified experience so that I can easily lookup contacts and view background reports.

We combined the two Whitepages websites (Free + Premium). Prior to this project, Premium content existed on a separate subdomain. We fully switched to one site at the start of November 2020.


The Challenge/Problem

With combining our two experiences, Whitepages wanted to create a unified, consistent experience for our users—as well as reduce latency.

The major problems and user needs are listed as follows: As users progress through our two sites they encounter different environments, primarily due to technical constraints, and they may not understand why they are served a a disjointed experience. Users want to quickly and easily lookup contacts.

Process

We performed an audit of existing site to understand existing user flow, experiences we need to combine, surfaces we need to give a refresh, and opportunities to improve accessibility. 

Research

User pain points, Competitive audit, UX teardown

We ran usability testing on the following areas: summary pages, phone search, phone details, person details, person search results, obfuscation types, terms.

Ideation

Wireframing, user testing

Feedback

Stakeholder reviews, Dogfooding, Design critiques

As we combined features, we wanted to make sure users understood what was being communicated, so we ran usability testing. To avoid user confusion and increase retention, we kept the user flows and overall IA the same as the original sites. We started by tackling the most complex, high volume experience to combine: our person details page. How do we create a system that would scale and have minimal impact on conversions?

We built out a system of reusable components and refined our color palette to meet accessbility standards.
The two experiences previously had slightly different visual identities. We chose our new blue, Lapis, as it is more punchy with increased vibrance, modern, and continues to convey trust/security.


Outcomes

This project kicked off in winter 2019, and when momentum was picking up for all of us, March 2020 hit and our team went 100% remote. We slowly ramped up our new site experience to 100% by November 2020.

Naturally, we had some users who weren’t keen on change, but the overall response has been positive and we have seen increased conversions throughout various funnels. We are still iterating based on user feedback and analytics. We are now working to bring our mobile apps to parity with our web experience in the second half of 2021.