True Local
Crafting a new experience for Australians to discover local businesses
Project overview
Company
Wilson Fletcher
Category
Search and reviews
Role
Principal Experience Designer
Tasks
Platforms
Web
Date
2015
The challenge
True Local connect local businesses and customers across Australia with millions of searches each month. Complete with a new brand identity, True Local asked us to optimise and validate the website experience.
The main challenge was to balance a simple and useful search functionality with new user journeys of discovery, showcasing a richer data set going beyond just business listings details.
A new neighbourhood hub
The business listing pages were at the core of the design solution with 80% of traffic landing on these pages. Faced with the multiple needs of both local businesses and end users, essential business information had to be easy to find, as well as providing a window into each local business and surrounding neighbourhood with photos and reviews. And not to be disregarded were the integral business needs to drive conversion of managed listings and media revenue.
With more searches happening when people are on the go, there was a strong emphasis on going mobile first, ensuring the product features felt like a natural mobile experience.
Workshops & testing
In close collaboration with the True Local team, we engaged in collaborative workshop sessions to create a suite of new templates. Our process also included comprehensive user testing of all the core journeys, with a particular focus on the mobile experience, given that it serves as the primary access point.