Angie’s List helps more than 1.5 million members find the best service providers in their area. They partnered with us because they wanted to reach and help even more people, which we determined would be accomplished best by improving their page organization and making it easier for their mobile audience to view the site through responsive design.
To begin the process, we took a look at the analytics for the Angie’s List (AL) site and found that the majority of their mobile users were using an iPhone, iPad, or Android device. This knowledge helped inform what display sizes we wanted to focus on in developing responsive pages. Because the site is so large and is touched by many hands for different strategic reasons, we prioritized handling specific pages in particular navigation paths that would best serve users by being a responsive experience.
Sometimes, for technically hairy design challenges, we like to make sense of it by getting a little analog with some good old-fashioned pencil and paper.
From there, we examined the content on all the AL pages and determined the different content types needed, noting which content types appeared across multiple pages, as well as which content was dynamic (pulled from the Angie’s List database) or static (standalone marketing text or images). We put all of this data into a spreadsheet, which gave us a great 30,000-foot view of the content. With the AL team, we sat down with our handy dandy content spreadsheet and determined content priority.
Then the really fun part began. After working out the content types and priority, we worked collaboratively with the AL team to design the new responsive layouts.
We created paper mockups of the various content types and used them to craft different wireframe layouts for desktop and mobile views.
Wireframes became full designs, which were then coded by our developer extraordinaire, Jordan, and handed to the AL development team.
While collaborating on a responsive process with the Angie’s List team was really fun, seeing them get great and immediate results from these reworked pages was an even greater reward for us. After the new pages launched, Angie’s List saw a 40% increase in their conversion rate for new members. And organic search engine traffic increased as Google begins to reindex the responsive pages. In addition to reaching their goal of helping more members, we created a new framework for their team to implement more responsive pages in the future.
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