Case Study:
Enhancing Search Bar Experience for Ounass,
Luxury Fashion E-Commerce Platform
Summary
Conducted a user research project with the objective of improving the search bar experience on the luxury fashion e-commerce platform, Ounass. Through analyzing the user research and keyword data, I uncovered key issues and takeaways which led me to develop precise actionable for improving the search bar experience and thus increase conversion rate.
Type: Internal Research Project @ Ounass
Skills: UX Research & Data Analysis
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Introduction
Ounass, a prominent luxury fashion e-commerce platform, sought to enhance user experience and increase conversion rates by optimizing its search bar functionality. To achieve this, a comprehensive user research study was conducted, analyzing user behavior and keyword data to identify key issues and opportunities for improvement.
Research Methodology
The research encompassed both qualitative and quantitative methods, including user interviews, usability testing, and analysis of search query data. Participants were selected to represent diverse demographics and shopping preferences, ensuring a holistic understanding of user needs and behaviours.
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Additionally, I analyzed the data of Arabic vs. English keyword count against their respective conversion rates. This resulted in eye-opening anomalies that required further investigation.
Key Findings
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Complexity in Search Queries: Users commonly struggled with articulating their search queries effectively, leading to irrelevant or incomplete results.
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Synonyms: Synonyms on the Arabic version of the iOS app were not showing accurate results to users.
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Inconsistent Product Naming: Discrepancies in product naming conventions caused confusion among users, impacting the accuracy of search results.
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Typos: Brand names in Arabic were not producing accurate results due to lack of spacing between letters or varying spelling.
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Gender-specific: Brands unavailable in specific genders were not showing results when searched within alternate gender search bars.
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Audit: Conducting an audit of the existing search bar, I concluded that the Ounass search bar was performing above average, with areas for improvement within the eight search query types.
Actionable Recommendations
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Enhanced Autocomplete Suggestions: Implement an intelligent autocomplete feature to assist users in formulating search queries by offering relevant suggestions based on popular keywords and product categories.
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Expanded Filtering Capabilities: Introduce advanced filtering options, allowing users to refine search results based on various parameters such as price range, size, color, and brand.
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Standardized Product Naming: Establish consistent naming conventions for products across the platform to streamline search functionality and improve result accuracy.
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Optimized Mobile Search Experience: Prioritize mobile optimization efforts by ensuring the search bar is prominently displayed and easily accessible on smaller screens, with intuitive input methods for efficient searching.
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Search across genders: Ensure that users are informed when a designer or search input is available in an alternate gender category.
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Arabic vs. English: Allow users on the Arabic application to input designers in English and still receive relevant results.
Outcome
Implementation of the recommended enhancements will result in a significantly improved search bar experience on the Ounass platform. User feedback will indicate greater satisfaction with the search functionality, leading to increased engagement and conversion rates. The refined search experience not only will enhance user satisfaction but also contribute to Ounass's position as a premier destination for luxury fashion e-commerce.
Conclusion
Through meticulous user research and data analysis, actionable insights were derived to optimize the search bar experience on the Ounass platform. By addressing key issues and leveraging user-centric design principles, the enhancements will not only improve usability but also contribute to tangible business outcomes, reaffirming the importance of user-centered design in e-commerce success.