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Note: This post is the 7th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

The following post was written by Zoe Clelland, who is our Sr. Director, User Experience at WhitePages.  She’s been working her tail off over the last 9 months on the launch of the new site. More details below!

Well, would you look at that: a brand new bouncing baby…website. I have to say that until I took a breather to write this blog I hadn’t had a chance to really reflect on exactly how we took the concept of a new “brand” and translated it into an honest to goodness usable website. And not just a website, but a super kick-ass, downright intuitive experience of a site. As the Sr. Director of User Experience here at WhitePages I’ve had lots of opportunity to learn about our users and translate their needs into products and sites but this was a whole new ballgame.

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Right as the worst economic news hit, we presented our mobile plan for funding to the board of Whitepages. While other companies were cutting back, the response from our President/COO Max Bardon was “This is exciting, budget approved…how fast can you make this happen”.

We quickly put our plan into place, hiring internally and signing deals with top mobile developers. All told, there were over 20 people from the U.S., Germany, and India working with us, resulting in a slew of new and innovative mobile offerings:

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It’s been very busy in the WhitePages Mobile group lately, and this time I think we’ve really outdone ourselves.   So, I wanted to give you an update on WhitePages Mobile for BlackBerry – now available in BlackBerry App World.

While we have seen tremendous success and uptake from our iPhone and Android apps as well as the newly relaunched, we wanted to design something new with the power BlackBerry user in mind.  It’s our best and most featured-packed application yet.

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Note: This post is the 4th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

In the following interview, you will hear from two Designers that had an integral role in our brand redesign.  Alexi is a Designer working in the Product realm and Isiah works within Marketing.  So, lets get started!

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We are live!  The new and improved WhitePages mobile website launched today at, and I hope you’ll agree it’s a great way to find and connect with people and businesses on the go.  Best of all, it works from almost any web-capable mobile phone.  Try it out on your phone and tell us what you think!

We’ve had a mobile version of the website for a while, but only over the past year have people begun using the mobile internet on a broad scale.  According to ComScore, U.S. mobile internet usage doubled from January 2008 to January 2009 — with over 63 million people now accessing the internet from their phones each month and over 22 million doing it every day.

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