23% More Clicks. 14% More Carts. All UX, No Luck : Turning Carts Into Cash
​The goal?
Boost engagement, cut drop-offs, and make finding the perfect outfit a breeze!​​
Problem Statement
Users (mainly moms) faced challenges in finding relevant products for their kids due to ineffective search functionality, leading to frustration and high bounce rates. Even after adding items to the cart, low checkout conversions impacted sales. The search experience needed enhancement and optimization to improve product discovery, enhance user engagement, and drive higher conversions.
1. Omni Search Bar
Data analysis revealed that users were abandoning the site right after searching for keywords like "blue dress for girls" or "pink dress" in the main search bar.
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The UX team dug deeper and found that keyword matching was ineffective, causing random product listings to appear. Below, we showcase this journey through wireframes and highlight the improved recommendation system.​
The issue?
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Irrelevant search results frustrated users and increased drop-offs.
Competition Analysis
To address the issue, a thorough competition analysis was carried out to understand what our peers are doing best and to ensure we are following the industry benchmark.
Solution
Competition and user analysis revealed that displaying most viewed and recently viewed products could enhance the omni-search experience. Initially, I proposed showcasing product thumbnails to capture user attention. However, after multiple feedback loops and discussions with stakeholders, we determined that displaying 'Top Matching Products' with images based on user-entered keywords would provide the most relevant and effective search results.
A set of recommendations was shared with stakeholders, leading to the selection, approval, and successful rollout of the following omni-search option for all users.
The Result
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The task completion rate improved from 32% to 53%, enabling 21% more users to successfully discover products on the website.​​
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'Recent Searches' and 'Recently Viewed' were integrated into the 'I Am Looking For' section, displaying products relevant to the entered keyword.​
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Findability and navigation improved significantly, with a reduced search exit rate and more relevant results. Users relied less on the main menu, as the omni-search offered a faster way to access information.​
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Surveys and feedback forms conducted by the marketing team showed high user satisfaction with the new search functionality.
Final Result
Recommended
2. The Search Results Page
The Search Results landing page presented another challenge for the product team. To tackle this, we conducted a thorough competitive analysis to understand industry benchmarks and best practices from peers. After successfully implementing the omni-search feature, testing it with existing users, and receiving positive feedback, our next focus was optimizing the landing page.
This task was assigned to me by Stephanie Delrio, Director of the Design Team at Invenio USA and India, while I was leading the Website Discovery Design Department under her leadership. With Stephanie’s vision and my research-driven approach, we strategically approached this section as follows.
Problem Statement
Users frequently dropped off after searching for a product but not finding relevant results. Many resorted to the main menu to locate specific items, which felt cumbersome and negatively impacted their experience. The goal was to reduce reliance on the main menu and create a more seamless, intuitive search experience.
Competition Analysis and Observations
We conducted an in-depth analysis of TCP's competitors across the USA and Canada to understand industry trends and ensure alignment with best practices. This helped us gain insights into what our peers were doing effectively. Here’s a glimpse of how other brands approached this challenge.
Solution
Key insights from the competitive analysis and stakeholder's point of view highlighted areas that needed improvement to create a smoother and more seamless user experience.
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Add a category filter carousel at the top to help users easily navigate to different categories after searching.
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Keep filter options sticky on the left side of the desktop screen for easy access while scrolling.
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Introduce category and attribute filters to streamline product discovery.
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Include shipment and store availability filters for better purchasing decisions.
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Expand filtering options to include store availability, reviews, style, silhouette, popular themes, prints, occasions, and special features.
The Result
A Free Pick-Up filter was introduced to showcase products eligible for free pick-up, making it easier for users to find them. This led to a 23% increase in user interactions on the page.​
A Store Selection filter was introduced to display product availability at nearby stores, reducing user confusion and ensuring they see only in-stock items at their selected location.
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Users can now refine their search using filters like gender, size, customer ratings, and price, conveniently placed in a sticky sidebar for easy access. This enhancement led to a 14% increase in add-to-cart conversions!
Conclusion
Redesigning product discovery wasn’t just about visuals, it was about understanding moms, the key decision-makers in shopping for their little ones. By diving into user psychology alongside the data team, I created a seamless experience that made shopping easier while driving business growth.
Impact?
From Scroll to Sale: +23% Interactions, +14% Cart Conversions