When I joined, the Whitepages Premium team expressed that the service had undergone very little iteration since its release one year prior. The dashboard housed the four main search functions of the product at the time — search by name, phone number, address, and for a person's court records.
The SERP was organized in a way that made result finding very tedious. Lastly, the site often had misleading or confusing language as a result of marketing attempts. In order to address these issues, our team formulated a research question to help define the scope of the project and to guide us through the next steps in the process.
Next, we decided to perform a round of user interviews to identify key pain points. Interview sessions were conducted over the phone and consisted of asking each interviewee about the nature of their usage of the service and having them describe their process on how they would obtain their goal.
People use the age as a first determining factor to see if they should proceed to a person's detail page
To look up a person, I usually look them up by their phone number since that's the easies way to find them. If I don't have their number, I have to use their name which is hard since if they have a common name there could be a ton of results
The team also relied heavily on user research to develop insight into which areas of the platform needed improvement. We observed a lot of grievances in multiple areas, particularly discoverability of titles, and library management. With the collected observations, the team created two key user needs that we would keep in mind throughout the projects in conjunction with the Viveport team's design principles.
Equipped with the insights we had gathered from the previous discovery phase, we started by creating an idealized customer journey experience. We referenced past NPS surveys and used concept mapping to examine possible opportunities.
The team also needed to standardize the Whitepages Premium visual styles in order to support faster information-digestion and to be more consistent with other Whitepages products (Whitepages Coresite and Whitepages Pro). Two things we highly considered were the tone that we wanted to present and the age demographic.