Smarter E-Commerce Search
Improved the e-commerce search to help users find products faster and more easily. The new experience boosts product discovery while supporting business goals through better content surfacing.
Role
Lead Designer & Researcher
Area
Design, Strategy
Platform
Web, App
CONTEXT
Missed Potential
Users who search indicates high purchase intent, however our conversion rates from users performing "search" did not reflect it. We identified our problem from a search logic that failed to properly prioritise products and an interface that lacked clarity and ease of use. This meant, frustrated users and missed revenue opportunities.
APPROACH
Audit + Research + Business Goals
We ran a search audit using Baymard’s UX methodology against popular keyword from Google Analytics. It revealed:
Relevance issues (products buried under blogs)
UI challenges (lack of clarity and functionality)
We also integrated business priorities, such as strategically placing flagship products, collection campaigns, and editorial content.
SOLUTION
Make Search Work Harder (and Smarter)
1. Upgraded Interface
We made the search bar more prominent in the site's header to invite engagement.
2. Smart, Dynamic Menu
Before users even type, they see:
Popular searches to spark curiosity
Personalised products based on browsing history and behaviour
Trending categories in the dynamic placeholder text
3. Intelligent Search Behaviour
Typos trigger instant corrections
If there are no results, we continue to show fallback products
Autocomplete keywords and suggested product variety increase efficiency
4. Seamless Editorial Integration
We incorporated style guides and editorial pieces into results to provide useful and engaging content.
5. Visual Search for Mobile
We introduced visual search for mobile users as a more intuitive alternative to typing. Users can upload or snap photos to find similar products quickly, which is especially useful for fashion items.
6. Ongoing Maintenance
The search system is designed to evolve alongside user trends and interests. Regular audits can fine-tune the algorithm and surface potential issues. While ongoing user feedback helps enhance the usability of the search experience and keeps it aligned with user needs.
POTENTIAL IMPACT
Closing The Gaps
Here's what we expect based on benchmarks and user behaiour:
Higher Conversion Rates: Search users have high intent; improved UX means fewer drop-offs
Longer Sessions: With better product and keyword suggestions, and editorial integration, users are able to explore longer on the site
Fewer Dead Ends: Instant fixes and fallback content keep users in the flow
Brand Association : Featuring flagship products consistently builds brand recognition and aligns with user expectations.