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interactive local media


Interactive Local Media Advisory

User Experience Driving the New InfoSpace
Greg Sterling and Neal Polachek , 9/12/2003

Summary: 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.

The company 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 Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.