Search Experience

Introduction

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I led the full redesign of the search experience across all directories‍

The goal was to move from an outdated, rigid system to an AI powered search that helps users find what they need faster and discover the value of ZoomInfo's freemium and paid tools.

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TL;DR

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This project was more than upgrading a search box, it was a shift in how users express intent, discover value, and move into ZoomInfo’s product ecosystem. By implementing an AI driven text experience, the redesign improved usability at scale and turned directory traffic into real engagement and growth.

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Impact

 
• 25% increase in adoption of the advanced search feature (in Zoominfo Lite) compared to the old directory search. Cross products impact
 
• 15% Higher conversion to signup for users interacting with the new AI powered search compared to the old version
 
• Improved engagement with the search flow
 
• Growth in organic traffic following the release, reflecting stronger user satisfaction and retention

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Problem

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The directories in ZoomInfo bring a large amount of organic traffic, but the old search flow made it extremely difficult for users to complete tasks. The experience relied on three predefined filters and a long table of names that lacked clarity, flexibility, and any sense of guidance.

 
• Only three fixed filters were available, which forced users to think in system terms instead of describing their intent
 
• Hard to refine results because of the flat table layout
 
• No visibility into advanced search options found in our product down the way (ZoomInfo Lite)
 
• Very low conversion to signup and low adoption

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Goals

 
• Improve discoverability and success of user searches
 
• Allow users to express what they are looking for in natural language
   
• Increase adoption of advanced search in ZoomInfo Lite
 
• Create a unified search experience across the product ecosystem

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AI assisted text search

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Instead of selecting from predefined filters, users now type a free text query such as “HR managers in Texas” or “decision makers at manufacturing companies above ten million revenue”.

The AI system behind the scenes translates the natural language query into the proper set of filters. This gives users a simple and powerful way to search without knowing ZoomInfo terminology.

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Modernized layout

 
• Left panel for filters with clear hierarchy
 
• Right panel for detailed contact results
 
• Cleaner structure that reduces friction and boosts clarity
 
• Consistent with the advanced search design in ZoomInfo Lite

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Built in upgrade triggers

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The experience includes paid filters such as revenue, contact info reveal, seniority, and more. These are visible but locked, giving users a preview of what they can unlock by signing up.

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Old vs New

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Old: One big table of names with limited filtering and no value cues.

New: A structured layout with a filter panel, detailed results, AI generated filters, and clear upgrade pathways.
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