KSL Cars Search Results Case Study

UX Research and Design

The most important step in the car searching process, this interface helps people searching for a car to narrow visible listings to only the most relevant vehicles. 

Jun 2021 - Sep 2021

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Empathizing With the User

Quantitative Data

Personas

Competitive Audit

User

Interviews

Where It Started - Quantitative Data
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I first looked into improving the experience on this page when looking at click data. Clicks on left-rail search filters were very low and limited to keyword, price, mileage, make, and model. Clicks on the large featured ad  were almost non-existent. 

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I made a research plan to find out why.

User Personas
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Competetive Audit

I learned through a competitive audit that though the page's feature set was consistent with experiences on competitor sites, some aspects of the page layout broke convention. The most obvious of these aspects being the large featured ad pushing listings below the fold, and grouping of links occupying the same level of hierarchy.

User Interviews

Moderated usability sessions were conducted with 8 users that represented the 2 buying/browsing personas. Data from these interviews was analyzed and these seven insights were identified.

2

Some search filters are confusing and hard to use

3

Users are not able to complete the task to sort listings

1

Users don't click on the large featured ad because it's not relevant to their search

4

Users prefer larger photos

5

Keyword search field is the most used search filter but has tertiary placement on page

6

Many search filters get low usage because users are simply not interested in them

7

Users prefer infinite scroll and don't click on pagination

Starting the Design

Digital Wireframes

Low-Fidelity Prototype

Usability Studies

Ideation
An team ideation session was held during which several ideas were quickly wireframed. The team chose the best direction to design and test.
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Featured ads now occupy 1st position and are relevant to search

Prominent keyword searh field

Infinite scroll

Larger photos

Closable filters

Usability Study Findings
A low-fidelity prototype was posted and tested in unmoderated usability sessions with 18 users. The data was analyzed and these insights were identified. 

1

Round 1 Findings

Users want more listings per page

2

Sort is difficult to find

1

Round 2 Findings

Fixed top filters cover too much of listings on small screen sizes

2

Fav heart grouped with contact buttons is confusing

Refining the Design

Mockups

Accessibility Audit

Build and Test

Mockups
Search filters in the left rail were simplified to the 5 used most frequently and put in a fixed pinned filter bar on the top of the search results page. Other less frequently used filters are hidden in a filters drawer.
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High-fidelity Prototype
Accessibility Considerations

1

All text meets WCAG contrast standards and size standards (4.5:1 text to background value ratio, sized at least 14pt for bold and 16pt for non bold text)

2

Tabbable focus states on all clickable page components including chips and contact buttons.

3

Facets with sliding selector bars also have corresponding input fields since sliders aren't usable through screen readers.

Impact

The new search results page was rolled out incrementally, starting at visibility for 1% of our users and slowly increasing visibility over a 2 month period. This gave me an opportunity to talk to users and customer service representatives about how successful the changes we made were. 

I also sent surveys to our users to gauge sentiment about the significant changes we had made to this page. Comments were 75% positive. 

Impressions for search results increased by 45%, most likely due to the infinite scroll feature that was introduced in the release.