Oilfield Classifieds

The Challenge

Oilfield Classifieds is a specialized B2B directory designed to bridge the gap between service providers and field operators. By modernizing the "Yellow Pages" concept, I transformed a fragmented, word-of-mouth ecosystem into a centralized, high-speed digital marketplace. The project focused on replacing disorganized social media listings and outdated spreadsheets with a comprehensive, category-driven platform built specifically for the US energy sector.

The User: The On-Site Decision Maker

The platform was engineered for two distinct pillars of the oil and gas industry:

The Field Operator: A supervisor or procurement lead on-site (often in remote regions like the Permian Basin) who needs specialized talent or equipment immediately.

The Service Provider: Business owners looking for a professional, industry-specific space to list their services without being buried in the "noise" of general social media.

The Pain Point: Information was previously scattered. Users were forced to rely on personal memory or informal referrals, leading to delays in critical field operations.

Strategic Execution

My strategy focused on Mental Model Leveraging—taking the familiar reliability of a physical directory and adding digital speed.

Category-First Hierarchy: Instead of a complex, open-ended search, the strategy prioritized a high-level visual index. By dividing the industry into 10 core sectors (Drilling, Pipeline, Safety, etc.), we mirrored the way professionals naturally think about their supply chain.

Live Market Context: To make the site a daily "source of truth," I integrated a live commodities ticker. This ensures that every time a user checks the price of WTI or Natural Gas, they are reminded of the vendor directory.

Geospatial Logic: Since oilfield services are only useful if they are nearby, the strategy focused on state-based and basin-based filtering, allowing for "Texas-fast" discovery of local crews.

Design Execution

The design was executed with "Field-Tested" UX—prioritizing legibility, speed, and clear action items.

The "Digital Business Card" (Listing UI): I designed the search results as modular cards that prioritize the "Big Three" contact points: Company Name, Contact Person, and Phone Number. * The Logic: In this industry, a phone call is the primary conversion. I placed a prominent "Call" and "Visit Website" button on every card to reduce the steps between discovery and a deal.

Dual-Purpose Architecture: I executed a layout that accommodates both a Directory (for services) and a Job Board (for talent). This creates a unified ecosystem where an operator can find a drilling rig and the crew to run it in the same session.