What?
Redesign local businesses search and consumption experience
Why
Broken interaction model
Redundant pages and user flows
Ad heavy – flawed monetization strategy
Irrelevant text ads
Hidden filters
Generic design - missing use cases
Competitive analysis - missing use cases
User research insights
Research
Analysis of local queries revealed the top query categories, monetization opportunities and the primary use cases. Page metrics helped in prioritizing use cases and make the right tradeoff between revenue and volume. Metrics analysis also helped in streamlining the user flow. Competitive benchmarking helped identify missed opportunities and prioritize the use cases.
Goals
Simplify the local business search experience
Maintain revenue
Increase local query volume
Encourage discovery
Increase web search query volume
