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MASTER OF MALT
Enhancing search functionality for the refinement of results and improved SEO
OverviewAn overhaul of the checkout journey to simplify the process, reduce friction, and increase user confidence. The legacy flow was complex and inconsistent with recent design improvements, resulting in frequent drop-offs. This project aimed to create a faster, clearer, and more trustworthy checkout experience.
Product
E-commerce Search
E-commerce Search
RoleProduct Designer
Team
Developers, Product Manager, Stakeholders, QA’s
Developers, Product Manager, Stakeholders, QA’s
Tools
Figma, Miro, Hotjar, Google Analytics, Builder.io
Figma, Miro, Hotjar, Google Analytics, Builder.io
Skills
UX Research, Wireframing, Prototyping, Interaction Design, Design Handoff
UX Research, Wireframing, Prototyping, Interaction Design, Design Handoff
01 Problem
We were well aware at Master of Malt that the search functionality needed a huge uphaul. From receiving feedback from the customer service team, reviewing Trustpilot reviews and seeing users drop off it was clear users were frustrated and were experiencing difficulties in finding relevant products quickly and efficiently. The current filters and facets made it challenging for users to narrow search results and refine their product requirements. It was clear that we had fallen behind competitors and this was potentially leading to lost sales opportunities. I started by analysing the current search flow and did user persona testing to gain feedback.
Legacy desktop search screen showing outdated layout
Previous mobile designs with usability and accessibility problems
User testing on old checkout to identify issues and pain points
Personal testing and Trustpilot reviews to uncover issues
02 Research
From conducting a vast amount of competitor analysis I was able to present my findings and best practices to stakeholders to gain early feedback. Working closely with our UX researcher we identified more pain points, usability issues and looked at SEO performance to help me produce initial sketches and wireframes. By researching competitor's filter and facet functionalities and UI I was able to work out areas of improvement for Master of Malt. From also looking at HotJar heatmaps and recordings I could decipher pain points for users. The research conducted provided a solid backbone for designs.
Mapping user journeys for different client types in Miro
Visualising user journey interactions for multiple personas
Competitor analysis of filters, facets, and micro-interactions
Early sketches exploring search and filtering
03 Solution
With data from Google Analytics and SEO tools, I started to restructure the order of filter categories. It was important to cluster relevant facets, but also collaborate with back-end developers to work out what could be subdivided. With the creation of wireframes and low-fi prototypes, stakeholders had contrasting opinions and wanted to see two higher fidelity designs mocked up, on which an agreement was made. By conducting internal usability testing I gathered further insights for design refinement.
Data driven approach to organising search filter hierarchy
Creation of mid-fidelity wireframes and interaction flows
MVP design refinements and select UI for developer handover
04 Impact
The redesigned search functionality offered a vastly more intuitive experience and allowed users to find products quickly and easily. Users responded positively to the improvements and feedback was given via customer service and SEO teams as well as reviews. Working with developers and SEO teams we continued to monitor and create small refinements. Filters were compressed to align with MVP designs, and with new product cards the search functionality gained a competitive advantage over competitors, leading to more users and higher conversion rates.
Refreshed desktop search with improved user interaction and discoverability
New mobile search screens supporting easier navigation, usability, and filtering
Testimonial
“I believe that Sutton is a star in the making. He has a natural talent of looking at problems in a user-centric mindset, and will put in lots of background effort and research into any situation. Sutton is an asset to any team or company that has the pleasure to work with him.”
– Craig UX Designer
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