Mình đã học được gì khi mang thiết kế ra cửa hàng?

Làm sao để không bị “xoay như chong chóng” khi làm với nhiều bên?

Đài Loan, mì udon và chuyện học ngôn ngữ

Làm gì khi bạn phải tự học mọi thứ?

Làm sao để mọi người trong team hiểu được thiết kế, tránh bỏ sót case – và dev không cần hỏi lại?

Làm sao để tranh luận mà không trở nên cảm tính?

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🔒Smart search revamp for a E-commerce platform

🔒Optimizing product cards: a user-centric approach to boosting engagement and sales

This project enhances search interactions by improving speed, accuracy, and usability for a smarter user experience.

1. The problem: Why search felt like a treasure hunt

As the UI/UX designer responsible for improving platform, I noticed a common issue: 

users were struggling to find the products they needed

Imagine this: You need a specific medicine, type the name into the search bar, but the results don’t match. Frustrated, you tweak your keywords, scroll up and down, try again, but still can’t find the right product. Eventually, you give up and leave the app to search elsewhere.

"Why do I have to scroll up every time just to search again?"

"I try different keywords but still can’t find what I need."

2. Identifying the pain points: What’s holding search back?

The search feature of App consists of six steps:

To uncover these pain points, I conducted a 

Hotjar session recordings, Heatmap data, Heuristic evaluation, and Competitor analysis

Key findings from Hotjar session recordings:

 to find the search bar, indicating that it disappears when scrolling, disrupting the experience.

 in a single session, showing difficulties in finding the right products.

, suggesting that the initial search results aren’t relevant enough.

 before changing keywords instead of browsing further.

100% do not click "View More" in the article section

, indicating that users prioritize products over informational content.

 in the article section, showing low engagement with content.

The search bar disappears while scrolling

 heuristic, causing an interrupted search flow.

Users struggle to guess the right keywords

 principle, forcing them to attempt multiple searches.

, requiring users to refine searches rather than receiving accurate suggestions upfront.

An Khang, Pharmacity, Tiki, Shopee, Lazada, Walgreens, and PharmEasy

 provided a better search experience with:

, highlighting relevant terms dynamically.

, helping users refine their searches easily.

Flash Sale banners and discount labels directly on products

, allowing users to make quicker purchase decisions.

, forcing users to scroll up to refine their search.

, requiring users to try multiple variations.

, preventing relevant products from appearing first.

, making users rely on "View All" to browse more results.

, as users rarely access them via search.

, whereas competitors highlight discounts and Flash Sales within search results.

3. The fix: Making search work for users, not against them

 at all times, allowing users to refine their search without scrolling up.

When users interact with the search bar, 

Flash Sale banners and ongoing promotions

Discount labels are placed directly on products

, helping users recognize deals at a glance.

Enhancing keyword suggestions & search results: 

 based on past searches, popular products, and related terms. Displayed 

Better organization of search results: Only two tabs: Products and Articles

, removing unnecessary clutter and simplifying navigation. Featured 

clear pricing, stock availability, and discount labels

 to help users refine searches faster. Reduced 

, keeping the focus on relevant search results.

Gathering user feedback for continuous optimization: 

 that appears when users attempt multiple searches but don’t click on any results.

4. The results: A more effective search experience

Although exact figures remain confidential, the improvements led to 

, reducing the number of keyword retries.

search suggestions, filters, and promotional elements

, as users completed purchases more efficiently.

“Having the search bar fixed in place is a game-changer!”

“I no longer have to guess keywords—the app suggests exactly what I need.”

, tailoring recommendations based on user behavior.

Real-time performance tracking dashboards

, enabling continuous optimization based on data insights.

Improving search functionality doesn’t just make product discovery easier. It 

boosts conversions, reduces bounce rates, and enhances overall user satisfaction

stay longer, engage more, and are more likely to make a purchase

Search isn’t just a feature—it’s the gateway connecting users to the products they need.

This is a simplified breakdown of our research—Clear, concise, and easy to understand.