Introduction

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In late 2024, I led the redesign of ZoomInfo’s /P (Person Directory) pages, which serve as SEO-heavy entry points for millions of users searching for business contact details. These pages were suffering from outdated UI, unclear user flow, and weak conversion despite strong traffic. My role was to rethink the entire experience—research, ideate, redesign, validate, and ship at scale.

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TL;DR

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This project wasn’t just about a prettier page—it was a complete rethink of how millions of users access contact data, and how design can drive both growth and discoverability at scale.

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Impact

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Conversion Impact

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• 100% increase in completed signups, even as traffic declined by 70%.
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• Conversion rates rose from ~0.48% to 0.86% post-launch.

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SEO Results

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• +121% keyword growth.

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• +425% increase in Google SERP features.
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• Google indexed and surfaced /P pages 2x more frequently.

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Problem

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Unclear user intent targeting: Users primarily sought contact info, but the design buried it under secondary content.

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Conversion issues: Sign-up flows were unintuitive and low-performing despite significant page traffic.

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SEO stagnation: Content wasn’t structured or prioritized in a way that aligned with Google’s evolving ranking signals.

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Legacy clutter: Decade-old content blocks, outdated styling, and bloated layouts.

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Research & Strategy

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Heuristics + Data Analysis

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Used Amplitude and GA to review session duration and click zones—major engagement drops past hero section.

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Interviewed churn customers and internal sales + marketing teams to understand B2B use cases.

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Cross-referenced keyword strategy and top performing SERP entries to isolate SEO gaps.

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Key Findings

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70% of users dropped after encountering unnecessary “biography” modules.

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Email/phone click intent vastly outpaced interaction with secondary content.

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Search bots didn’t properly index “Who Is” sections due to layout bloat.

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Design Approach

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What's New

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Introduced a new hero layout with immediate access to email, phone, and workplace info.

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Improved content prioritization with simplified hierarchy and white space.

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Stripped or moved low-performing modules (e.g., marketing banners, unrelated profile tiles).

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Rebuilt “Who Is” using AI-enriched structured data for freshness and SEO.

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Set minimum criteria for displaying profiles—boosting quality and relevance.

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Iteration Process

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Prototyped in Figma

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Co-developed new layout variants with AI tools

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Ran internal reviews with PM's+ SEO stakeholders and external agencies.

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Final handoff delivered using Git-ready specs for seamless engineering integration

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Before

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After

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Collaboration

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Collaborated daily with product, SEO, and growth teams

Aligned marketing goals with user behavior and design improvements

Delivered Git-friendly design assets and auto-generated components to cut dev time by 30%

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Key Learnings

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Simplifying content around primary user intent can outperform flashy features.

SEO and UX are not tradeoffs—they work best when unified under a design system.

Building for scale (150M+ pages) requires a design-to-code pipeline that can ship fast, not just look good.

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