Yp.com
Role:
- Lead and Manage UX team*
- Lead & Conduct UX research
- Conduct Usability testing
- Manage projects and roadmaps
*Team of 7 (UI+ Visual design+ FE)
Responsibility:
Director User Experience Design and Research, YP Ad Platform: Lead and manage unified experience design across solutions in company digital transformation of Sales + Advertiser Experience, and Marketing Solutions sites (+ responsive and native apps design).
- Oversight of design of Sales experience [Sales Tool] – team’s UX work resulted in 8x reduction during sales call and 4x increase in revenue since limited release.
- Oversight of ground-up redesign of advertiser DYI site and apps for managing business profile, reports, and feeds + eCommerce up-sell.
- Lead, design, and conduct all qualitative user research and usability studies for key features for Ad platform team (such as IA, dashboards, landing pages, mobile photo DYI editor)
Case Study 1:
Sales Tool is one of the most critical elements of YP’s strategy (and investment) in a ground-up proprietary platform that is at heart of company’s digital transformation. It provides the ability to sell YP’s product portfolio digitally.
Challenge:
YP Sales agents need to maximize engagement with customer to build (or maintain) relationships and trust with new and existing customers by significantly reducing the amount of time sellers need to collect content, configure products+ pricing to suit customer needs, and provide proposals on the fly to close deals quickly (conversion). Legacy software took up to 8 hours on average to complete a sale because sellers had to access multiple tools, back-end systems, and work with fulfillment team in the background.
Design:
With focus on customer engagement in mind, we first created a Sales Experience journey; a simplified step-by-step flow that Sellers can quickly learn was developed and translated into a very intuitive and simplified design/ experience on the Sales Tool; team also created UI tool kit to standardize the components and widgets. The overall design focussed in reducing the amount of clutter and optimizing the interaction needed on each page. I led and conducted in-depth interviews and focus groups + ride-alongs with Sales agents to get extensive feedback and insights on pain points (and delights) to refine the design.
Results:
The design has resulted in a significant and measurable difference toward the seller experience of preparing proposals, configuring products, and completing sales on site and via Tele-sales. The design has reduced the proposal time by 3X and (over all sales cycle time from from 8 hours to 1 hour) – increasing the revenue by 4X since time of release. We are now designing for complex bundles and large and national customers.
Case Study 2:
Ground up redesign ofAdvertiser Experience (aka YP for Business) responsive site and App (Web and Native) – I provided UX direction and oversight of entire redesign, IA, prototyping, and user research/ testing in close collaboration with product and engineering teams.
Challenge:
The current engagement is dismal with extremely low rate of log-in after advertisers buy their ad products from YP. Hence, the main goal is to increase advertiser engagement and up-sell products on YP for Business self-serve site (The site provides advertisers with ad campaign performance reports, business profile manager, reports on leads, buy additional products, listen to call recordings, and react to feeds and social).
Design:
For mobile app we created mobile centric design for performance, publisher listing quality, and newsfeed. I conducted extensive usability testing (on UserTesting.com platform) for the newest feature release – DYI photo editor for advertisers.
Results:
Since the release of the mobile apps, there has been a good uptake of app users. The current functionality allows tracking of leads, profile publishing accuracy, and call recordings for users.
YP for Business Mobile App. Photo Editing Feature [UserTesting.com] – see photo editing feature image above
For the YP for business portal/site, we changed the current way of presenting campaign performance reporting from a ‘Product-centric’ view to a ‘Customer-centric’ view. We created multiple concepts for IA and prioritized the content within (I conducted in-depth qualitative interviews and closed card-sort with existing customers in-house). UX and product teams are now designing concepts together under my direction. I am currently conducting user research with advertisers, sales, producers, customer services, and other stakeholders in driving design forward. Since this is a complete redesign, my team is also involved in fresh visual design (Challenge here is constraints of existing brand guidelines).