Current Yellow Pages onlineCurrent Yellow Pages online YPOL has followed the style of the print book.YPOL has followed the style of the print book.

This is a suitable solution only in that users understand This is a suitable solution only in that users understand

the format - they search the index, discover a list of the format - they search the index, discover a list of

businesses that potentially meet their needs, then call businesses that potentially meet their needs, then call

each one in turn.each one in turn.

Current Yellow Pages onlineCurrent Yellow Pages online We know a great deal about YPOL users; their needs, We know a great deal about YPOL users; their needs,

their website usage behaviour, what they want.their website usage behaviour, what they want.

We have a high quality database full of useful IP that We have a high quality database full of useful IP that

should be used to pre-empt user queries to give them should be used to pre-empt user queries to give them

what they really want.what they really want.

The Million $ QuestionThe Million $ Question

Q. What do users really want?Q. What do users really want?

The Million $ QuestionThe Million $ Question

A. They want a problem to be solved in the A. They want a problem to be solved in the

shortest possible convenience.shortest possible convenience.

They want a thing, be it a product or service,They want a thing, be it a product or service,

which will fill their needs.which will fill their needs.

The Million $ QuestionThe Million $ Question

Do they currently get that?Do they currently get that?

To find out, let’s go through a scenario with a user.To find out, let’s go through a scenario with a user.

I’m a user, I have a problemI’m a user, I have a problem I have a flat tyre on my car. I have a flat tyre on my car. My car is at home and I work during the week.My car is at home and I work during the week. There is no spare tyre, so I can’t move my car.There is no spare tyre, so I can’t move my car. I I mustmust have the tyre fixed by this weekend. have the tyre fixed by this weekend.

I need someone to come and fix my tyre at a time I need someone to come and fix my tyre at a time

when I’m there, and it has to be this week.when I’m there, and it has to be this week.

Let’s visit Yellow PagesLet’s visit Yellow PagesI don’t know what key words to use, so I guess:I don’t know what key words to use, so I guess:

I clarify a few thingsI clarify a few things

I clarify a few thingsI clarify a few things

I clarify a few thingsI clarify a few things

I wonder if I entered the wrong search terms, I wonder if I entered the wrong search terms, because Yellow Pages has returned “Retail Tyres” because Yellow Pages has returned “Retail Tyres” and “Motorcycle parts” as results.and “Motorcycle parts” as results.

I was looking for a tyre-changing service.I was looking for a tyre-changing service.

I may have to go back and re-enter search terms I may have to go back and re-enter search terms several times.several times.

Finally I get some resultsFinally I get some results

I come to the endI come to the end

I still don’t have the answers I need -I still don’t have the answers I need -

I don’t know if anyone does the tyre-changing I don’t know if anyone does the tyre-changing

service for me.service for me. I don’t know who will come to my house.I don’t know who will come to my house. I don’t know if anyone can come when I don’t know if anyone can come when

I am home.I am home.

What have I got?What have I got?

I now have a list of numbers of potentially suitable I now have a list of numbers of potentially suitable

businesses that I have to call.businesses that I have to call. Each time I call, I have to ask all of my questions.Each time I call, I have to ask all of my questions. I hope I don’t get a bunch of IVR systems, or this I hope I don’t get a bunch of IVR systems, or this

could take an hour.could take an hour.

… … I’m still a long way from solving my problem.I’m still a long way from solving my problem.

How can this be improved?How can this be improved?

Use our knowledge of users to improve the Use our knowledge of users to improve the

usability of the website.usability of the website. Use our intellectual property concerning businesses Use our intellectual property concerning businesses

to answer users’ more immediate questions.to answer users’ more immediate questions. Write the answers into the web page so that the Write the answers into the web page so that the

user can select the answers most appropriate to user can select the answers most appropriate to

their needs.their needs.

ImprovementImprovement

ImprovementImprovement

ImprovementImprovement

ImprovementImprovement

Precise ResultsPrecise Results

I should now be able to make I should now be able to make oneone phone phone call and arrange to have my problem fixed.call and arrange to have my problem fixed.

New MethodNew Method

This new method of “business discovery” This new method of “business discovery” creates a whole new suite of product space creates a whole new suite of product space for Sensis to sell advertising rights to its for Sensis to sell advertising rights to its customers.customers.

In this method, businesses are able to In this method, businesses are able to nominate which solutions they cater to.nominate which solutions they cater to.

e.g. “Call-out, after-hours & tyre-changing e.g. “Call-out, after-hours & tyre-changing service.”service.”