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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.

Lead UX/UI Designer
Figma, AI Research, Google Analytics
4 Months

Design Goals

Problem Statement

Business Goals


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.

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ai analytics.jpg

Quantifying with AI Analytics


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.


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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