The legacy print company forging a digital future.
Yellow Pages® Australia has experienced many challenges since the turn of the millennium. In the advent of the digital age, the brand and its print based legacy products were facing a struggle to retain revenue as well as remain relevant to its advertising customers and the broader consumer market.
As a result, the company underwent significant change to switch its product and revenue focus away from print to digital. A 'digital first' mindset was employed resulting in an agile delivery focused expansion of Yellow Pages' digital product offerings across all major platforms.
A brand refresh was also undertaken to emphasise the organisation's shift in priority.
Role - UX Lead
Leading a team of nine UX, visual and design researchers, my key role was to recruit, manage and mentor a highly skilled multi-disciplinary design team and deliver a great digital experience across three platforms for Yellow Pages.
Collaborating with product management to conceptualise new ideas, clarify product requirements, set project goals and timelines.
Leading usability sessions to test, validate and iterate upon new product concepts the Yellow Pages user base.
Yellow Pages Responsive
The transition of the original Yellow Pages website to responsive design.
Universal iOS App
Native Yellow Pages iPhone/iPad app with over 1.4 million downloads and a
4+ App Store rating.
Native Android App
This Android app includes Caller ID, a service that uses your phone contacts and Yellow Pages directory data to identify incoming and outgoing businesses calls.
Yellow Live iOS Sales Tool
A native iOS sales tool that queried and accessed over 500,000 files using a simple, intuitive navigation structure.
Yellow Pages Customer Centre
Yellow Pages self service digital portal where customers could create, edit and manage their advertising portfolios.
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Spend quality away time with family.
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