Avoid the dead end – Pieter Boerssen

Project

Pick n Pay: Search No Results Page

My Role

UX: Research, Prototype & User Testing
Design: UI Components (Desktop & mobile)
Front-end Development (Setup html Page in Hybris)

Tools

Hotjar
Figma
Zoom
Hybris
Customer Care Center

“Good No Results Pages Turn Lemons into Lemonade”

Overview

Faced with escalating customer complaints and frustrations stemming from the search no-results page, I embarked on a project to transform this critical touchpoint. Users encountering the no-results page were not only confronted with puns and ambiguous imagery but were also struggling to find a clear path forward, resulting in increased drop-offs. Challenges included product unavailability, search engine limitations, and a mix of users seeking information beyond product listings. Due to time and resource constraints, all updates were implemented on the front-end via the CMS.

Challenges

Mix of products not stocked and search engine limitations.
Users searching for pages or information beyond products.
Increase in customer complaints reported to the Customer Support desk.

Research and Analysis

To address the longstanding issue, I delved into research-driven articles and examined competitors’ approaches. Designing a solution-driven search page became imperative. Existing puns and distracting imagery were replaced with clear messaging, offering on-page support and providing a path forward for users.

Solution

Clarity and Support:

Replaced puns with clear indications that the search returned no results.

Improved text styling for enhanced legibility.

Eliminated distracting graphics to focus on information delivery.

Offering a Path Forward:

Provided clear advice on modifying queries, checking spelling, and addressing product unavailability.

Listed the company’s top 4 shopping categories.

Offered links to popular non-product-related pages.

Support as a Last Resort:

Ensured that the updated styling and messaging kept the user’s attention on the page.

Instantly offered support without relying on humor or unrelated graphics.

Monitoring and Results

After implementing the changes, I closely monitored the website using Hotjar heatmaps and customer videos. The observations revealed a substantial reduction in user frustration and a notable 0.25% increase in conversion rates on sessions initiated from the no-results page.

Conclusion

Transforming the search no-results page proved to be a pivotal step in enhancing the overall user experience for Pick n Pay Online Retailer. By addressing common user frustrations and aligning the page with industry best practices, the project not only reduced customer complaints but also contributed to a measurable increase in conversion rates. As the team looks toward further improvements with the Constructor Search Engine, the key takeaway remains clear: even in cases where displaying search results is challenging, providing a clear path forward is essential to prevent a dead-end for users.