Context
At Ben & Frank, engineering, design and marketing made search decisions separately. Ranking, filters and results states lacked shared ownership. Tracking did not support product experiments.
Problem
- Teams lacked documented ranking and filtering rules.
- Searches with few or no results gave customers little help finding another product.
- Tracking measured sessions and clicks without connecting search behavior to purchases.
- Four markets had different catalogs and no shared performance criteria.
Approach
I reviewed the journey from a search query to a purchase. I defined ranking and filtering rules, redesigned result states and connected tracking to purchase outcomes.
The work covered complete results, partial results, suggestions and searches with no results.
Decisions
- Give customers alternatives when a search returns few or no results.
- Use shared interface patterns while preserving local catalog rules.
- Track what customers do after searching, including whether they purchase.
- Prioritize changes with marketing and leadership according to commercial impact.
Impact
Purchases originating from search doubled. Documented search rules gave product and engineering a shared reference for changes. Tracking supports continued testing and review.
Work together
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