Yellow Pages — Bookings
Introducing a booking feature to provide Yellow visitors a new way to engage with Yellow advertisers
Project overview
The Bookings project was completed over a 12 month period by a core team of 4 co-located members and supported by marketing, sales and IT.
What is Yellow Bookings?
Yellow Bookings is a feature on the Yellow Pages directory that enables Yellow visitors to request a booking with a business/advertiser online 24/7 via an advertiser’s listing.
Key goals
The primary goal was to deliver valuable new connections between Yellow visitors and Yellow advertisers, providing Yellow visitors with greater convenience and Yellow advertisers more qualified leads, improving their ROI.
My role & responsibilities
I worked with a Senior UX Manager on this project. I was involved in all aspects of the research, experience design and interface design for this project, including:
Qualitative & quantitative research
User flows
Data analysis
Ideation & sketches
Wireframes
UI design
Prototype development
User testing
Research synthesis
Understanding the opportunity
For some time, there had been a desire within the business to add booking functionality to Yellow Pages to improve Yellow advertisers ROI, reducing the likelihood of them churning. To validate if Yellow visitors would use such a feature, I did some digging.
500 visitors shared their voice
Utilising Hotjar, I randomly surveyed 500 visitors searching for several booking related businesses such as hairdressers and dog groomers.
43%
Had made a booking online previously
79%
Mentioned convenience as the main reason they booked online
52%
Would make a booking online via Yellow Pages if it was available
What were visitors already doing?
Using an extract of data from an existing email feature, I analysed the messages submitted by Yellow visitors in booking relevant categories and found that 1/3 of visitor’s messages were related to making a booking and/or checking availability.
Competitor Landscape
The online booking software landscape is growing with an increasing number of competitors providing tailored industry specific booking solutions based on their customer’s unique requirements.
We conducted a competitor analysis to better understand strengths/weaknesses, key differentiators and pricing to inform our plans and strategy.
Like to see more?
View the full Bookings project to learn more about the users & audience, detailed process breakdown and outcomes.
Example slides from the Bookings project in my PDF portfolio