Places Pages
Redesigning public location pages so dense demographic and business data reads at a glance, for people and for search and AI answer engines.
- Location data
- Hierarchy
- Infographics & annotations
- Understanding
- Into RetailIQ
- 178K
- Impressions in 3 months after the redesign
- 112K
- Locations searched in the same period
- ~1 wk
- From design to development
DestinationHelp anyone understand a location quickly, and find their way into RetailIQ.
- 01Search a place
- 02Read the area
- 03Explore nearby
- 04Go deeper in RetailIQ
Places Pages are public pages about locations: demographics and other business and location attributes, found through search. They held a lot of information, but most of it appeared as raw numbers, which isn’t the easiest way to understand an area. They also needed to work for search and AI answer engines, and lead people into RetailIQ.
The moments of uncertainty
- Where should I even start on this page?
- Is this number high or low for this city?
- What does this map actually show me?
- Is this place worth a closer look?
Helping people find their bearings
I reworked the information architecture and hierarchy so each section answers one question, and turned raw numbers into infographics, graphs and annotations people can read at a glance. Search comes first, the map and list stay in sync, and filters reveal detail gradually. I used Claude and Figma to explore several information structures and representations quickly before choosing one.
What I chose — and why
- 01
Represent, don’t just report
Raw numbers became infographics, graphs and short annotations that say what a value means for the area.
Note: Same data. Now it has a shape.
- 02
Search first
A clear starting point that cuts down aimless browsing.
- 03
Map and list in sync
The map and the location details move together, so people never lose their place.
- 04
Explore fast, then commit
AI-assisted exploration in Claude and Figma made it possible to compare several structures and still go from design to development in about a week.
- Product
- Public location pages with clearer hierarchy, infographics, graphs and annotations, plus search, a synchronised map and list, progressive filters and scannable location cards.
- Delivery
- From design to development in about a week, with information structures explored quickly using Claude and Figma.
- Evidence
- In the three months after the redesign: 178K impressions and 112K locations searched (Google Analytics), with growth over that period. These numbers follow the redesign; they aren’t a controlled measure of its effect.
Discovery is different from reporting. Reports explain what you know; discovery helps you find what you don’t. On a public page, the first job is to make an area understandable in seconds.