Website Design for Yellow Pages

Project overview

The redesign of the YP homepage was a project aimed at modernizing the platform’s user experience and improving search functionality. Recognizing the outdated design and usability challenges, I took on the role of lead designer, overseeing the entire design process from research to high-fidelity prototyping. My responsibilities included conducting a competitive analysis, identifying pain points in the existing interface, and creating wireframes and interactive prototypes focused on enhancing navigation, visual hierarchy, and mobile responsiveness. The redesign aimed to streamline the user journey, making it easier for visitors to find businesses and services efficiently while maintaining the brand’s recognizable identity.

‍

Goal

The primary goal of the homepage redesign was to enhance usability, modernize the visual design, and improve search efficiency to drive higher user engagement and conversions. The existing homepage suffered from cluttered navigation, outdated aesthetics, and a lack of mobile optimization, leading to high bounce rates and low user retention. By streamlining the interface, optimizing search functionality, and improving mobile responsiveness, the redesign aimed to reduce bounce rates by 15%, increase user engagement by 20%, and improve search completion rates by 25%. These improvements were designed to create a more intuitive and seamless experience, making it easier for users to find businesses and services quickly.

‍

Results

The redesign resulted in a 20% increase in searches, a 25% boost in ad clicks, and a 15% rise in visits to business claim landing pages, demonstrating improved user engagement and navigation efficiency.

‍