USA - People Search
Site Design
Company: People Finders
Date: Oct 16’
Platforms: Desktop, Tablet, Mobile
Role: UX Architect, UI Designer, UX Researcher, UX Lead
Business: e-Commmere, DaaS
Tech: MVC Framework
Challenge:
This project was part of a larger refresh of all of PeopleFinders.com’s existing products and sites. As with the other sites I supported, my main focus was to approach it with a better understanding of how it’s current users were leveraging the data, and build a design that better supported that.
- Research -
I conducted both the research and design on this project. I started with some initial stakeholder interviews to more accurately capture the intent and business goals. I uncovered that the main driver behind the project was to deliver a better experience for the site’s current users and in turn increase conversion.
This site was not the most highly-trafficked one for the company but it still had a significant amount of business impact due to its monthly visitor numbers.
- Design -
With this understanding, I approached the design with a focus of better usability, driven by data and experimental design. I conducted a landscape analysis to uncover opportunities utilized by other companies. This included: an enhanced perceived data generation flow, an adaptable search results UI for all devices, and an optimized cart and checkout.
User journey maps, site maps and wireframes were developed and socialized with business partners and engineering before high-fidelity comps were handed off for development.
Homepage - Reverse search by name, phone, email, or address.
Search and Directory - Search by last name, then filter down by state, city, zip, or phone number.
Search Funnel - Results included name, age, relatives, previous addresses, and phone numbers.
Search Results - Results included name, age, relatives, previous addresses, and phone numbers.
Mobile Search Results & Checkout - Adaptable, data-heavy grids to provide users an optimal experience on mobile devices.
- Style Guide Development -
Design was approached with an Atomic methodology. This process organically set the foundation for a UI components and pattern library that would latter set the foundation for a larger company-wide design system.
- Project Results -
Research, design, and development were all conducted within a 6 month timeframe. This was accomplished by leveraging a lean UX and Agile framework. We stayed focused on the requirements, built a cadence to support just in time design if requirements changed, and understood post launch iteration would also build a better data-driven UX. Bounce rates dropped from 70% to 40%, conversion increased from 1.5% to 7% within a one month period, and traffic continued to increase MoM.