What is yp.ca?

yp.ca connects people to Canada's businesses, products, and services, providing all the information from the business directory: addresses, telephone numbers, videos, photos, email, and websites.
Yellow Pages exists to champion the local neighborhood economy by creating local opportunities for Canada's businesses and its consumers to connect, interact and build relationships.

The Problem

At first glance, the website needs to be updated; the design and some main user experiences are outdated.

• The website is not offering a personalized experience based on user location and interactions.
• The search box is not dominant and does not make the user click on it, and there are no suggested keywords to ease the popular search.
• The yp.ca's web visits are decreasing in volume.
• Competitors generate more meaningful contacts with much lower visit volumes.
• Sales have difficulties with customer retention and getting YP product subscriptions renewed.
• YP, as the primary contributor to YellowPages profitability, is not meeting its financial goals.

The Process

Users Profile

Personas

We identified three groups of users that are using yp.ca:

• Families
• Established
• Young

Within these three user groups, we identified a representative for each:

User Flow

We mapped several user flows for different journeys. The following flow represents the Search User Flow:

Wireframes

High fidelity design