Shop Twitter LinkedIn

Project Overview

Yellow Pages® is one of Australia’s largest business directories, with millions of Australian’s using it to find and connect to businesses every month.

With an iPhone application that was simply displaying an ageing Yellow Pages® mobile site and a standalone native iPad app, we needed to provide a better experience for consumers with iOS devices. To create a premium, unified Yellow Pages® experience irrespective of iOS device used, we needed to merge the existing iPhone and iPad applications into one universal app.

Organisation

Sensis®

Team

Karen Cook – Product Manager
Alice Mentiplay
Katie Marcar
Suni Stolic – Producer
Kristy Allan
Nicole Angelakis – Business Analysts
Eng Lee
Ben Hunter
Jayne Halsey – Designer (Experience & Visual)
Eric Chan - Development
Alexander Yianni
Peter Johnson
Alistair Leszkiewicz
Peter Goldsmith
Chase Hocking
Sadat Rahman
Mandy Perera - Tester
Steven Cooper
Marcus Dowd
Cate Parker – Project Manager
Teresa Simmermacher

Project Brief

Yellow Pages® is where Australians go for local business information, and with usage of our apps growing, we needed to build a first class experience across iPhone, iPad and iPod.

With this in mind the team set out to create a modern user experience tailored to iOS devices. The application needed to present information in a way that made it quick and easy to find and connect to Australian businesses. This meant designing for both the iPhone and iPad user experience, while keeping true to Yellow Pages® brand heritage.

Project Need

Taking advantage of native iOS functionality, the Yellow Pages® app gives consumers a clean, easy to use interface that provides a consistent search experience across iOS devices.

To help people rate and select businesses, we’ve incorporated popular searches and Yellow Pages® Ratings & Reviews. Content like opening hours, distance from current location and payment methods are easily accessible and available in your pocket when you need them.

Other features such as the ability to save your search, share business information, get directions and click-to-call*, provide people with a full range of options for getting in touch with a business.


*on devices with appropriate phone functionality

User Experience

To ensure the iOS app delivered a premium experience, we conducted extensive user testing with a wide range of novices and seasoned users.

Research showed that people wanted a fast service that enabled them to access business listings and contact details while maintaining the depth of information needed to help their decision making.

The major design challenge was to display the lengthy and variable content of business profile pages without forcing people to scroll through long, content heavy screens. This was achieved by ensuring key details and interactions were prominent, and people could quickly access commonly used information such as opening hours and mapping services.

Further business details like products and services were made accessible with a summary and the ability to expand to see full information.

The Yellow Pages® iOS app has been very well received, reflected by the current 4 star rating in the App Store.

Project Marketing

The marketing strategy was developed with the customer’s reason for use at the centre. Having several hundred headings and categories available, we targeted our top 250 headings (plumbers, restaurants, dentist etc) to create our messaging. By reminding people that we are the place to go when looking for these types of services, we gave people a reason to download our app. “Need a dentist? Find one fast…”

Using mobile advertising, mobile social and mobile SEM channels to drive download – we used mobile SEM and our key headings to provide a highly targeted campaign. Leveraging our existing SEM campaign across our top 250 headings, we utilised site links to promote the new app. This allowed for a soft launch for the first few weeks to ensure our team could fix any minor bugs. We then launched a heavy mobile media campaign targeting people by device and previous visit to the Yellow Pages® mobile site. Our social media campaign across Twitter and Facebook aligned to our 250 headings and creatively executed to prompt a download.