UX case study, improving filters on GERADOVANA website.

This is a case study, that covers the problem statement, the search for world-class examples, and the implementation of the findings.

THE PROBLEM

Geradovana.lt noticed that when users tried to use filters to find what they need they converted less than by using other search methods.

They asked the users how they feel about the filters: and got responses that:
1) There is too much information on filters and 2) It’s hard to choose the right filters in order to find whatever they search for.

So it’s either the filters need to be more user friendly, simpler, take less space.

Or the problem is that filters are lacking proper filtering logic and that needs to be re-thinked.

Assumptions:

1)IF we decrease the number of viable filter options, and increase the simplicity users will easier find what they need.
2) IF we move filters to the horizontal line, instead of vertical, users will find it easier to use it, SEE it, and will easier find whatever they need.
3) IF we find a good study on filters, and what they should contain for best UX, and compare the requirements with the current solution we can improve the UX of filters and likely conversions will increase.
4) IF we make sure that filters fit within a smaller space, it will be easier to see the options available and use filters better.

Initial analysis of Geradovana filters:

THE RESEARCH

I googled improving filters UX and found a really helpful resource by Baymard Institute they subsequently benchmarked 50 major US e-commerce websites and tested many parameters including filtering & sorting functionality.

Based on that:

1)42% of top e-commerce websites lack category-specific filter types for several of their core product categories.

Determining where category specific filters are applicable and using them could improve usablity.

2)20% of top e-commerce websites lack thematic filters, despite selling products with obvious thematic attributes (season, style, etc).

Sesonal filters or other thematic filters can improve the usability of fiters.

3)Only 16% of websites actively promote important filters on top of the product list (a prerequisite when relying more on filters than on categories).

4)40% of test subjects were at some point during testing unable to find a website’s filtering options — despite actively looking for them

Simplify, simplify, keep filters in the most visible spot, since this is major pain point, consider using horizontal filtering which will put the filters in the most visible spot.

5) Infinite scroll areas used by 26% of websites generally have quite a few usability issues, it is recommended to switch into truncation design.
https://baymard.com/blog/inline-scroll-areas and https://baymard.com/blog/truncation-design

Apply this insight to the website, to abandon the infite scrolling

The websites

Aliexpress combines both sidebar and horizontal filters/categories in a good way, which is understandable considering how huge it is.

Similar category to geradovana, filter solution is the most simplified of all, in order to check its usability some testing is needed, but as a reference it’s good.

Also minimalistic solution, it is easier to group furniture than gifts like geradovana, therefore the performance of filters could be improved if we re-think categories filter logic.

THE IMPLEMENTATION