White Pages® iPad Site - Sensis Pty Ltd

How to Vote

Register or Login, then click on the number of stars you give this entry.

Enter How
Enter How
Name
Email
Role
Member
Mem. No
Newsletter & Promotions:  
Close
Have you entered a project?
If so click here to access your cosnole.
Name:
Email:
Close
    
Project Website
Mobile Awards - Winner

Project Contact



Project Team

Creative Developers Project Manager: Ben Johnston Product Managers: Scott Rogers, Blake England and Michael Stoelwinder Producers: Nikki Bannatyne and Suni Stolic Designer: Ben Green Technical Developers Developers: Cam Smith, Erik Danielson, Heather Murray, Eric Lui, Andrew Buckley, Goran Kijalic, Tim Dang, Matt Panetta and Lachlan O’Donnell Business Analyst: Ben Dewis Testers: Deepa Sainath, Lakshmi Gopinathan and Louise Lonergan Analytics: Christopher Mason and Denise Yeung

Project Overview

In May 2011, White Pages® released an extension to the White Pages® Mobile site to optimise it for the iPad. The White Pages® iPad site allows users to search, find and share details of a business, residential or government contact that they know the name of. Users can swipe through results and find the exact location of a business, residential or government contact thanks to the integration of Whereis® maps.

The White Pages® iPad site also features images of courageous Australians, which were taken as part of the White Pages® Directory Covers Program.

Project Brief

Objectives
- To provide another way for Australians to search for a business, residential or government contact.
- To provide a market-leading, innovative and user-friendly application for the popular iPad device, while reaching new target audiences and creating usage growth.
- To optimise the White Pages® iPad site map functionality (when maps are used, they should be fast and useful).
- To build on the already impressive digital reputation of the White Pages® brand and product offering.
- To feature the images of the White Pages® Directory Covers Program.

Target Market
Highly connected Australians aged 25 to 55 who are early adopters and fit into one of the following categories:
- Non White Pages® users (never engaged with White Pages®) - to provide them with the opportunity to trial White Pages® in a digital format.
- Lapsed White Pages® users (previously engaged with White Pages® but now using other sources) - to make White Pages® relevant to them again.
- Existing White Pages® users (currently using White Pages®, in particular the online and/or mobile site) - providing them with another way to access White Pages®.

Project Innovation / Need

-GPS functionality-allows the operator to use their ‘Current Location’ when searching for a contact.

-Social media integration-If the user searches for a business in any city or their current location, they will see the business’ Twitter feeds, Facebook feeds/links and other custom links the business has added to their White Pages® listing.

-‘Shareability'-All listings on the White Pages® iPad site can be shared via SMS or email.

-Ease of use-by keeping the user interface (UI) elements off the screen, content is displayed clearly and operation simplified.

-Efficient build-The site was built using the same codebase that delivers the White Pages® smartphone (iOS and Android) and low-end experience. It is built exclusively with HTML5 and a content-rendering framework classes devices into groups and determines which experience to serve up.

-Speed of service-by balancing the interactions and responses of the site, White Pages® iPad has been optimised to deliver rapid response for every request and page serve.

-Useability—to achieve a ‘clean read’ of text-heavy content pages, the White Pages® team kept affordances (a visual clue to the function of an object) to a minimum.

-Functionality—Iterative development and designer-developer pairing allowed us to try and fail different design and implementation approaches and reach a simplified multi-gesture results page.

-Listing size variation—a three-column layout has been applied to accommodate both short listings and longer listings that need to be dynamically loaded in the background.

User Experience

The White Pages® iPad site offers the fastest White Pages® digital experience available. Its touch-screen interface and ability to hook into device capabilities such as ‘current location’ provide the user with a rewarding and rich search experience.

When a user enters a unique business name, the White Pages® iPad site takes them directly to a full-screen, mapped view with all available business details displayed together on the screen—it's one of the easiest ways to find and locate a business. Importantly, the White Pages® team endeavoured to leverage the strengths of the White Pages® brand and focus on keeping the task of searching and finding a phone number quick and simple.

Users can also swipe through pages and tap on large captions to return to the start of a listing. They also have straightforward access to recent searches via the homepage. Additionally, dynamic loading of content on larger content-heavy business listings ensures the White Pages® iPad site is extremely fast and responsive.

iPad traffic to White Pages® Mobile has increased from 10,000 visits a month in July 2010, to almost 70,000 visits a month in June 2011. (See graph)

Every time a user visits the White Pages® iPad site they will see one of 30 different background images from the White Pages® Directory Covers Program. The integration of this theme into the White Pages® iPad site reflects the relationship that White Pages® has with local Australian communities.

Project Marketing

N/A