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SUMMARY
For USPhoneBook, PeopleFinder's sister site, I spearheaded a rapid initial redesign, employing user-centric principles to enhance SEO, marketing, and boost sales. My close collaboration with the CEO yielded invaluable insights, leading to the refinement of our internal workflows and contributing to a more efficient, seamless design process.
MY ROLE
Lead UX/UI Designer
TOOLS USED
Figma, AI Research, Google Analytics
TIMEFRAME
4 Months
Design Goals
Problem Statement
Business Goals
Problem
To improve the visual design of PeopleFinder's sister website US Phone Book and increase organic traffic.
Embed the new Address API on both the name and address landing pages for improved discoverability.
Initial design from our SEO team didn't meet the CEO's aesthetic standards.
Rushed project led to challenges in finding a balance between user experience and short-term ad revenue.
Optimized Research Under Design Constraints
Design Limitations
Fast-Paced Turnaround
Following the initial kickoff, I strategically and pragmatically utilized the available time to conduct focused research. This included a comprehensive competitive market analysis and a qualitative interview with our CEO to align with her vision.
From my brief research, we originally concluded that the redesign needed to draw attention to the address feature and optimize conversion towards that page.
SEO Agency Mockup
Upon receiving the initial mockup from the SEO agency, I engaged in a thoughtful redesign, prioritizing clarity and user-centric elements. This approach transformed the user flow, shifting it from its original top-heavy design to a more intuitive and user-friendly interface.
Original design collaboration with CEO vs AI-optimized
Inviting Collaboration and Tools
Internal Innovation
The Need for Internal Process
Small Victories
Although the first iteration led to an improved user experience (increased time on site, site engagement, higher internal visibility, etc.), it led to a drop in external partner ad clicks as we ignored the needs of the sales team.
This led to me advocating for kickoff meetings with all involved parties and regular cadence meetings to avoid miscommunication between stakeholder and product teams in the future.
After seeing our search/organic efforts rollback I began to advocate for better UX by demonstrating small victories with immediate high-impact ROI usability research tools. This led to me proposing the use of predictive-AI software to pre-validate our designs before live A/B testing.
Anchor 2
Quantifying with AI Analytics
Design
Generative Heatmap Technology
For our second round of the redesign, AI-based design tools like Neurons and EyeQuant were tested to enhance our internal design process to produce a design that satisfied by user and business needs.
Although the product team was unexpectedly dissolved after launch, I later revisited the website using SEM Rush and saw that the organic traffic reach increased by 80% indicating that the original goal the product team set out for was finally met.
Outcomes
Improving Efficiency and Production
Lessons learned included the importance of a balanced focus on
user experience and revenue
Recognized the value of flexible and adaptable design processes
Emphasized the need for better collaboration and more cost-effective research methods
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