Partners were profiting from an API created by this client. However, they were not gaining any profits themselves. The challenge was to determine a strategy that allowed them to monetize and improve this existing feature. 

Finished product: mailinglists lookup tool (new window)

Similar to Dun & Bradstreet, this client's product represents data sources for B2B customers. That includes compiled data, response data, circulation data, as well as public record data and catalog type lists. They sell databases based on a variety of criteria to meet business's needs. They have a search that allows users to find NAICS and DUNs codes. There is an API paired with this that is shared to other similar companies. These other companies are selling the codes for profit. This client was interested in improving and monetizing the existing search tool on their website.

My client knew they had massive usage of their site and data search tool. However, they are not sure WHY their traffic is so high and who the audience is. There was limited demographical data surrounding the specific feature we were targeting. We needed to better understand the current traffic patterns in order to strategize and develop concepts.

A key component to this project was research to best understand the current high-traffic demographic (not available through google analytics).

Monetization of data searches:

• Know how & who to target properly

• Monetize existing data lookup tool feature

• Make this tool more appealing and easier to use than competitors

I worked to uncover any data and resources available that could help inform decisions. I consulted with the sales representative and analyzed existing chat bot data to gather insights. I gathered information on the percentage of users were making a one-time purchase vs multiple purchase. These insights helped me develop and propose a sales strategy. I hypothesized that 40% of users are interested in one-time purchases and 60% of users are running multiple searches. I preformed extensive competitive analysis to identify the strengths and weaknesses of similar tools. I worked through the mental model and user journey diagrams to inform the new flow.

• I created a flow that allowed the user to perform searches and view a portion of their result to confirm accuracy. Then, the user has the option to purchase a single record or choose from larger purchase options.

• On other similar tools, users had to click 5+ screens before seeing search results. I simplified this by creating a tabbed layout which allows the user to search in different ways, depending on what information is available. 
  
  
• I supported the client in working through business decisions such as when and how to display weighted results, how to communicate match accuracy to the user, and more.  
  
  
• I provided checkout solutions for both single purchase as well as a subscription model. 

• I created wireframes, crafting text, and finally created polished UI deliverables.

View the live product NAICS lookup tool here.