Intelius State Pages

Driving Traffic with Interactive Delight



Intelius, a public records search company, wanted to drive traffic to its site by creating useful SEO content that would position the company as a trustworthy source of data, entice users to buy reports and attract strategic business partnerships. 

My design solution focused on a clean, easy-to-read, infographic-style layout and interactive charts to compel users to dig deep into the data, launching them into searching for a person or phone number and eventually into buying a report. Potential business partners would be lured by the modern feel in a space where outdated is the norm.

My Role: Interaction Design, Responsive Design, Visual Design, Usability Testing, Developer Specs

Tools: Sketch, InVision, Photoshop,

Team Size: 1


I started my research with a stakeholder interview. I met with the SEO Manager, who knew we had a lot of data about the 50 states and wanted to show that off, as well as boost Intelius's reputation as the place to get comprehensive data about anything. We had very little information showing on our current state pages and he wanted to use Evergreen content to boost SEO ranking and potentially lead to increased conversions.

It represented a huge opportunity for Intelius SEO-wise and, once the pages ranked, he wanted to leverage those numbers into paying business partnerships that would enhance a user's experience without having to resort to display advertising.


I did a competitive/comparative analysis to assess the design landscape for state directories. I found that our biggest competitors either didn't have a section about states or when they did, in the case of Spokeo in particular, the directory listing was sparse.

Other sites seemed to have relevant information, but were covered with advertising or geared toward kids. There was a lot of room to design something elegant that made the data shine and could launch users into conducting a search.

Spokeo, one of our leading competitors, was very sparse

Infoplease was covered with ads, making it seem untrustworthy and outdated

Many sites, like NatGeo Kids, had good information but were not focused on adults.


Because I wanted this design to be very graphic and have interactive elements, I knew it was critical to take a mobile first approach. I designed everything to work on a phone first before I moved into the wider expanse of the desktop. All the charts, graphs and interactive elements have the same feel on both platforms.  

Usability Testing

Once I had a design, I created an InVision prototype and tested both Desktop and Mobile users. They thought the site was clear, informative and gave them the impression the company was not only an authority on data but could help them figure out what was important and what wasn't.

In testing, I also found a critical flaw — users either didn't notice the search button or didn't understand that they should be searching using the button. The button was intended to save space and reduce scrolling and would pop up a modal search bar like the one currently being used on the rest of the site.

Since one of the top goals of this project was to launch people into the Intelius product by guiding them to do a people search, I iterated over that portion of the design until I had something that people naturally used as part of their exploration of the website. 

Left: Users ignored the search button, missing out on a huge potential revenue generator for Intelius. Right: Redesigned search field gives it prominence and a better frame. Users naturally launched into a person search in this version.


Because these pages were slated to be released only a few months before our site's planned redesign, it was important that they could be converted to the new styles relatively quickly and easily.

To that end, I created a DPL to go with my developer specs on this project so class names and styles could be reused by developers in both this design and our redesign.

It was designed to both match what was currently on the site and reflect what was to come, namely font styles and flatter UI elements.

I also supplied with developers with CodePens that demonstrated what I wanted the functionality of the graphs to be. See the circle graph CodePen and the bar graph CodePen.


Next Steps

Enhance the experience and add more striking visuals.

The prototype was tested with a Directory landing page featuring an interactive map and vibrant imagery that users had fun with. Due to time constraints and competing priorities, this page was removed from production until a later time.

Increasing user delight earlier on and making the page more memorable could lead to repeat visits, higher conversion possibility and increased authoritativeness.

User testing also told us what kind of data they expected to see that wasn't there yet. Namely:

  • Travel information like flights, rental cars and hotels
  • National parks and other tourist attractions
  • Real estate information
  • Climate information
  • Relocation services
  • Top industries for employment
  • City pages

These categories show places where Intelius could enhance the information in its database. It also gives cues about which business partners it could approach to provide this information to users in an organic, unobtrusive way.