PagesJaunes
Redesigning PagesJaunes for 22M Users
From legacy directory to mobile-first experience
Two years modernizing France's most downloaded utility app. I joined as Product Designer, became UI Team Lead managing 4 designers, and shipped major updates across iOS, Android, web, and Android Wear.
Victor is passionate about UX and keeps himself up to date with latest trends and methods. He is a very capable designer who can do the legwork but also take a step back and advise on more strategic aspects of an interface design or the project as a whole. Highly recommended as part of a UX or product team.
Simon White
Director of UX @ PagesJaunes
Type
Mobile & Web
Scope
Apps Redesign
Period
2014-2016
Company
PagesJaunes (Solocal)
Overview
The Context
In 2014, PagesJaunes served 15M+ monthly visitors but felt stuck in web directory logic. The mobile apps had millions of downloads, but the experience was heavy. The product needed to evolve from static listings to a fluid, personal, mobile-first experience, without breaking what worked for existing users.
My Role
I joined as Product Designer working on web, partnerships (TheFork, Renault R-Link), and login flows. In 2015, I became UI Team Lead: coordinating 4 designers, owning the mobile app redesign, and running weekly syncs with iOS/Android devs.
Key Objectives
- Redesign the homepage with intent-first search
- Ship native onboarding for iOS & Android
- Build pedestrian navigation (Mappy API)
- Audit and roadmap the design system (Yellowstrap)
Homepage Redesign
How do you make a utility search feel personal and welcoming?
The old homepage showed two search fields: "Who" and "Where". It worked, but felt cold and dated. We moved toward a more conversational design.
"Bonjour, de quoi avez-vous besoin?"
This friendly phrase set the tone. It brought warmth to a utility-first tool.
Contextual Imagery
We designed art direction rules for rotating background images featuring local professionals: the baker, the mechanic, the florist. Contextual based on search category.
Search Simplification
Replaced dual fields with a single search bar. Reduced visual clutter. Unified tab language across iOS and Android.
Search Engine Evolution
How do you redesign the revenue engine without losing users?
The search engine is the heart of PagesJaunes. With close to €500M in annual revenue tied to search rankings and visibility, every change carried high stakes. Users needed to find professionals quickly. The business needed to preserve the ranking model that monetized every query.
High Stakes
The search engine powered the entire business model. Ranking position in suggestions and results directly impacted advertiser revenue. Any misstep in the redesign could cost millions.
The "What + Where" Model
Search structured around two core questions: What professional or company are you looking for? Where do you need them? This geolocation-centric approach helped users find nearby professionals, view their details, call them, or navigate there.
Material Design Transitions
We implemented Google's Material Design patterns with Activity transitions and shared element animations. The search bar elegantly transforms into full-screen results, maintaining context while expanding functionality.
Shipped to Production
This prototype became the production implementation deployed on Google Play Store. Smooth transitions reduced perceived latency while the familiar search model preserved user habits built over years.
Native Onboarding
How do you guide 22M users through a major app update?
We were launching a major version update. Users needed to discover the new features without being blocked. We designed short, non-blocking animations at first launch.
iOS Implementation
Leveraged CAAnimation for smooth walkthrough sequences. Tested iterations in our Paris UX lab.
Android Implementation
Used Activity transitions with Material Design cues. Coordinated with dev team on motion specs.
Onboarding Goals
- • Reduce support requests about navigation
- • Boost feature discovery (Favorites, Maps)
- • Increase first-week retention
Maps & Walking Itinerary
How do you get users from search to destination faster?
Finding a professional is only half the job. Users need to get there. We built a complete pedestrian navigation experience on top of Mappy API.
Core Features
- Pedestrian route previews with turn-by-turn
- Multi-app handoff: Waze, Google Maps, Apple Maps
- Network optimization for 3G connections
- iPad split-view with route clarity
Tablet Experience
On iPad, we completely redesigned the map experience with native split views. Directions list on one side, interactive map on the other. Full accessibility support with Dynamic Type and VoiceOver.
My PagesJaunes
How do you turn passive searchers into engaged users?
The loyalty and account area was fragmented and underused. We redesigned it to support the retention strategy.
Micro-Interactions
Motion specs I delivered to dev teams. These animations shipped in production across iOS and Android.
Android Wear
An experimental, forward-looking project. PagesJaunes wanted presence on wearable devices. I designed and built this app in duo with Android developer Thibault Fighiera. Two months from concept to Google Play release.
Case Study
PagesJaunes on your wrist
When users need a plumber now, can a watch be faster than pulling out a phone?
Design System Strategy
With multiple platforms and growing feature divergence, we needed shared foundations. I led the first comprehensive audit.
The Audit
Reviewed all app screens across iOS, Android, and web. Interviewed designers and developers across squads to understand pain points.
Yellowstrap Roadmap
Delivered the component system roadmap and guidelines. Defined naming conventions, color usage, CTA styles, status indicators. Pre-Figma era tools: Zeplin, PDF kits, Sketch.
Note: My role focused on strategic definition and requirements, not hands-on library building.
Team & Collaboration
This project was impossible to pull off alone. I worked with iOS/Android devs, backend, marketing, and PO.
UX Core Team
My role: Product DesignerIntegrated within the central UX team, working on cross-platform design strategy and visual direction.
Feature Team
My role: Product Designer → UI Team LeadDedicated squad for homepage redesign, Material Design integration, user accounts, favorites, and history.
Weekly crits and retros. Fast feedback loops, tight alignment.
Results
22M+
Downloads
cumulative app installs
300K
Daily Users
at peak usage
4
Designers
managed as team lead
4.5★
App Store
up from 4.2
What I Learned
Don't break habits
22M users have muscle memory. Radical changes confuse them. Small, clear improvements work better.
Utility apps need speed
People search for a plumber when they have a leak. Every millisecond counts. Especially on 3G.
Consistency is hard
iOS, Android, web, Wear: each platform has its own constraints. Shared patterns require constant negotiation.
Strategy creates leverage
At this scale, defining structure and rules (design system audit) creates more impact than individual screens.