Ozon: Reinventing search expirience
Helping people find the goods in easy and efficient way
What is Ozon?
Ozon.ru is the place where you can buy nearly anything from best selling books to the newest smartphones. As well as Amazon, Ozon started as a book store and became one of the biggest online stores in Russia.
After a series of deep interviews with customers, we redesigned the search experience on the site to make finding products easier
Navigating through search results looking for "Oil"
The Problem
Customers reported several pain points during the search and were struggled with navigating results. Also, search results was visually outdated and inconsistent.
My Role
I conducted user interviews, to reimagine the search process based on insights. I've made a new version, and worked along with developers to implement it on the site.
All new tiles
One of the biggest pain points was the non-obviousness of the category filtering. Many customers could not figure out how to narrow the search to a specific category. To solve this, I suggested duplicating navigation by categories visually on the top.
I also made the filters more specific by added checkboxes and grouping it by meaning and more straightforwardly showing the filter by directory at the top:
According to the new search performance, the conversion rate to add-to-cart from the search page increased by 4%. Users also noted the convenience of the new tiles, and the overall search experience.
First, by analogy with the shelves, we redesigned the tiles. Now you can see the full name of the product by hovering over it. It is also more convenient to see the pictures without going to the product page. In general the tile has become more accurate and easier to understand.
Before redesign
This is quite a powerful concept that allows customers to continue narrowing down the results, even when they have reached the last node of the catalog by filtering the results using top filters.

The cool thing here is that categories and filters have become visual. Small previews on cards are actual images of the top-3 products in these categories, so the customer can actually see what's on the following levels.
Made on