WhitePages.com
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WhitePages is the world's largest and most trusted source for business and people search, with more than 200 million people and growing!
Challenge
Facing stiff competition from search engines and other directory and people-finder websites, WhitePages.com experienced dwindling visits and page views. The client felt that new social media trends towards blogging and RSS feeds from competitor sites represented a changing mix necessary to their success as an online directory, but WhitePages.com didn’t know the best place to start the process. WhitePages.com needed to roll out new offerings that would stretch its value propositions but required supporting data from the market to evaluate those offerings.
Alterian Insights was tasked with delivering a full brand recognition summary and strategic recommendations that would allow WhitePages.com tackle some the challenge of appealing to the younger, tech-savvy market while still catering for its existing customers.
Solution
Alterian Insights developed a unique approach for WhitePages.com that ensured both diligence and insight-generation through the research process. Using extended qualitative groups, we explored the concept and meaning behind online directories. Our researchers analysed participant feelings about competitive brands to gain insights into the online directory services landscape. From this we developed a set of basic axioms for defining the online directory services space. Once done, Alterian Insights identified how those applied to WhitePages.com. We identified a gap existed between current experiences of using online directories and what could be experienced. Users reported that there was very little humanity in current directory brands and the experiences on offer were not that different from one another. Alterian Insights used mindmapping methodologies and concept evaluations to refine this theme further before arriving at a set of final recommendations for WhitePages.com. Conclusions were developed across the three age groups to reveal each one’s underlying need of online directories, the ideal proposition and where each group places its trust.
Results
WhitePages.com came away with a strong understanding of their customer groups and were armed with actionable steps to improve the user experience while maintaining a differentiated competitive offer. Consequently, WhitePages.com underwent a makeover of their brand logo and took our recommendations to use identity markers, rankings in an effort to stand out from the crowd.
WhitePages combine traditional directory services with new, innovative ways to connect. Reach out and connect, Whitepages make the process safe and easy.
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