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YP Business Profile Page - Web Redesign

YP.com (yellowpages.com) is a media company dedicated to connecting local businesses with a ready-to-buy audience with nearly 60 million visitors each month in the U.S. In this redesign project, YP is determined to bring a fresh look to the website that hasn't been touch for years and transformed consumer properties from legacy online directories to multi-featured experiences. Check out the live site here.

Goal

  • Create differentiation between free unclaimed and claimed listings.
  • Modernize the design and improve usability with a better information architecture.
  • Retain SEO value.

 

Competitive Research

We like to print out stuff and tape them on the wall :)

We like to print out stuff and tape them on the wall :)

Challenges & Solutions

What would differentiate claimed and free unclaimed listing?

YP valued advertisers and claimed businesses highly, because of this reason, we wanted to make sure their business page stand out more compared to the unclaimed page. Therefore, we came with a set of cover photos for claimed business page to make the page look more dynamic and colorful. 

What could we do to increase conversion of unclaimed to claimed BPP?

The claimed link used to be all the way on the bottom of the page. In this redesign effort, we decided to bring it above the fold and make it into a bright orange button so it could be easily seen.

UGC buttons were spread out throughout the page

In the old design, we noticed that add a photo and add a review button were far apart in the page, therefore we wanted to provide a better UGC architecture by grouping those buttons into one section.

How to ensure the new design template work with all categories?

To ensure the new design template worked well across all YP categories, we looked over YP main categories business profile page, such as plumbers, auto, legal, and health. From then, we tried to find the common datas that each categories had and utilize those as the "must haves" into the new design. We also add a customization to specific categories. For example, hotel category has its own custom widget to book a hotel, book a table widget for restaurants, and buy a ticket widget for movie theaters.

Screen Flow

 
flowchart2.png
 

Wireframes

Design Elements

Cover Photos

Cover Photos

 
Profile Avatars

Profile Avatars

 
No Review Illustration

No Review Illustration

No Coupons And No Search Results Illustration

No Coupons And No Search Results Illustration

 
No Photos Thumbnail

No Photos Thumbnail

 
Buttons Interaction

Buttons Interaction

 
 
Movie Ticket Widget

Movie Ticket Widget

 
Hotel.com Widget

Hotel.com Widget

Book a Table Widget

Book a Table Widget

 

Before & After