Search experience improvement

About the Company

Semaai is an Agri-tech start-up that aims to harness the potential of technology to improve livelihoods and incomes of farmers

Background Problem

There’s ~26% drop off from `Search Submitted` to `Product Selected`, which signified an issue in both product relevancy, product selection and product availability

Project Goal

To increase the click through rate % of `Product Selected` after `Search Submitted`

My Role

As the UI/UX designer I helped defining the problem, creating solution, and crafting the user interface

Impact

By improving the Search experience, we have successfully increased conversion rate from Search Result page to Product Detail page by 6% higher

What was improved?

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Problem

Stock information was displayed even though the stock is 0 (empty). Our Mixpanel analysis showed that out-of-stock products are selected only 1/5 as often as in-stock products. Therefore having out-of-stock products displayed above the fold is not a good design as the users need to scroll down to select the in-stock products

Improvement

Stock information is hidden from the product cards all together

Hypothesis

Hiding stock information on product cards will help reducing customer hesitation to select a product. If they happen to open an out-of-stock product, we can at least offer similar products with the same active ingredients

Problem

Displaying out-of-stock products before in-stock products creates a poor user experience, as available products may get hidden below the fold. Based on Mixpanel data, most product selected are those who are above the fold

Improvement

The order in which products are displayed first on the search results page depends to some extent on the amount of stock available

Hypothesis

If we display in-stock products before out-of-stock ones, it will enhance the user experience because when users land on the product detail page, they will actually be able to put the product inside their shopping cart

Problem

Only around 1-2 % of users are utilizing the filter and sort button inside the search result page. Hypothetically because its placement was not obvious and the button was too small. It hurts the user experience since users might not find what they are searching for as easy as when sort & filters are applied

Improvement

Redesigned the user interface and placement for the filter and sort button to appear more obvious

Hypothesis

By making the filter and sort button appear more obvious, it will increase the sort & filter adoption rate, thus creating a better search experience

Previously

The search page only gives suggestions based on the user's search history

Improvement

1. Providing popular search suggestions for new users who don't have a search history
2. Dynamic search bar placeholder to nudge users searching for certain products
3. Giving education on what type of keywords can be searched

Hypothesis

Giving keyword guidance to users especially in their early journey will increase users' confidence in doing search

Design process

I opened Mixpanel & UX Cam, getting insight on user’s search behavior pattern.Here is what I found:
1. ABC 12%
2. dsds 40%
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