Interactive Local Media Advisory
User Experience Driving the New InfoSpace
Greg Sterling and Neal Polachek , 9/12/2003
Key management at InfoSpace have clearly come to appreciate the
age old notion that "usage drives value." And in redesigning both
its Dogpile and InfoSpace.com sites, the company is paying much
closer attention to delivering a high-quality user experience. In
particular, InfoSpace.com has now been repositioned squarely as
a directory destination site, reflecting the fact that 85 percent
of its users were looking for Yellow or White Pages information.
And with both search and directory assets, InfoSpace is well situated
for the development of local search.
believes a better user experience will turn into more usage. While
TKG generally agrees with that proposition, it ultimately remains
to be seen. But if InfoSpace can translate an improved user experience
into compelling performance metrics, its partners and advertisers
will stand up and take notice.
Copyright � 2005 The Kelsey Group. All
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