Boohoo Search Redesign
The Project
The search function is a pivotal feature of any e-commerce platform, serving as a direct bridge between users and their desired products. Recognising the need for an enhanced search experience, Boohoo embarked on a UX redesign to make the search functionality more intuitive, engaging, and inspiring for users. The project aimed to introduce features such as popular searches, trending products, and recent searches (if applicable) before the user begins typing, as well as suggested searches, category filters, and relevant product results during typing.
Goals The primary objectives for the redesign were:
To increase product visibility and coverage.
To inspire users by showcasing similar or related items.
To provide a seamless and intuitive search experience.
To align the design and functionality with business goals and user needs.
My Role As the lead UX designer on this project, I:
Engaged with Stakeholders: Conducted meetings to thoroughly understand the project goals, business objectives, and technical constraints.
Created the Designs: Developed initial wireframes and high-fidelity prototypes to visualise the proposed enhancements.
Led Workshops and Iterations: Facilitated collaborative workshops with stakeholders to refine designs and ensure alignment on objectives.
Conducted Demo Walkthroughs: Presented the designs and their underlying rationale to developers, ensuring clarity and smooth handoff for implementation.
Process and Approach
Stakeholder Alignment
Organised discovery sessions with product managers, marketing teams, and developers.
Gathered insights on user behaviour, search performance metrics, and business priorities.
Identified key pain points in the existing search functionality.
Design Phase
Created user journey maps to highlight touchpoints where search could be more impactful.
Designed an intuitive search dropdown featuring:
Popular searches to guide user intent.
Trending products to inspire exploration.
Recent searches (where applicable) for continuity.
Incorporated dynamic suggestions and category filters to refine search results.
Ensured product results were visually appealing, with clear call-to-actions.
Collaborative Workshops
Hosted iterative design workshops with cross-functional teams.
Used feedback to refine visual elements and functionality.
Explored how design choices could meet both user and business needs.
Developer Handoffs and Demos
Conducted detailed walkthroughs of the final designs with development teams.
Ensured design specifications were clear and feasible within the technical framework.
Maintained open communication for any necessary adjustments during implementation.
Outcome and Impact
Enhanced Product Visibility: Users were exposed to a broader range of products, including those they might not have initially considered.
Improved User Engagement: The introduction of trending and similar items inspired users, increasing time spent on the platform.
Streamlined Search Experience: Users reported a more seamless and intuitive experience, leading to higher conversion rates.
Stakeholder Satisfaction: The final design aligned well with business goals, receiving positive feedback from both stakeholders and users.
Conclusion
This project underscored the importance of collaboration and iteration in UX design. By engaging stakeholders early and fostering open communication with developers, we ensured a smooth and successful implementation. The redesigned search functionality not only met the project goals but also reinforced Boohoo’s commitment to delivering a user-centric shopping experience.