Context
Search is where customer intent becomes visible. For a D2C commerce business, it is also a growth surface: the quality of results, empty states, ranking rules, filters, and tracking all affect whether intent becomes a purchase.
Problem
- Search behavior needed stronger product ownership across markets.
- Product, design, engineering, and marketing needed a shared language for discovery decisions.
- Tracking had to support optimization, not only reporting.
Approach
The rebuild treated search as a full product surface: customer journey, interface states, business rules, analytics, and iteration loop. The work connected product strategy with engineering execution and funnel performance.
Decisions
- Make search behavior measurable and easier to tune.
- Align UX consistency with local market needs.
- Treat low-result and no-result states as product moments.
- Partner with marketing and executive stakeholders around funnel performance.
Impact
- 2x purchases from search.
- Stronger visibility into customer discovery behavior.
- Clearer product and engineering contract for future search iteration.