Filter, but make it fashion.
User problem
Existing customers struggled to find products in the Bluehost marketplace. Usability tests revealed that people spent a frustrating amount of time looking through each product card to find what they wanted — it was even worse if they didn’t know the exact name of the product.
Things to fix
No useful way to filter
Product organization was non-existent —it kind of felt like an online bargain bin.
Insiders-only terminology
User testing showed that the no one really understood the meaning of “add-ons,” “plugins,” or “Pro Services.”
So much reading
Users had to read the descriptions of every single product to know what it was and what it did.
The solution
Simplify the information architecture
Cutting the number of nav items in half and matching the organization to users’ expectation made it easier for people to find the right product.
Add filters
Using categories that match customers’ mental models (thanks, card sorting) reduced cognitive load and got folks to they products they need.
Make it easy to read
Laying the products out vertically made it easier to quickly scan filtered product names and descriptions.
Average number of minutes it took someone to find the product they need.
The results
Now, users can find the products they need in less time with less frustration.
Here’s what they said:
“You can’t really lose yourself… it has every option that I can think of.”
“It’s very useful — It helps you find the specific option that you want.”
This design also won the “Just Do It” award in Bluehost’s annual InnoJam. If you want a closer look, watch the InnoJam video. InnoJams are fast-paced, product-centered hack-a-thons where teams design, build, & test product features in few days. I smashed this video together to help sell our proposal to senior leadership. Also my narration is an embarrassing attempt at humor. It was worth the humiliation though — my team won.
My role
Spotted the Marketplace as a potential for improvement
Recruited a UX designer and another writer to help organize and prototype.
Worked with UX researchers to write testing script and analyze the information.
Created the video presentation for stakeholders.