Dr Martens – Filters
Estimated project impact:
7-digit scaled annual impact on revenue in both EMEA and US.
Issues uncovered in usability testing:
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Users landing on 0 results
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Confusing number of results – the original design had a static number for each filter category no matter what was selected before
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No indication of final result count
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No feedback of selected filters
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Bulky UI which frustrated customers as it fit very little into the viewport
Changes made:
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Filters list is dynamically updated with each selection, so 0 results selection is no longer possible
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Number of results have been removed from individual filters
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Total number of results with all applied filters considered added to the apply CTA
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Price filter has been changed to a slider – this was later removed as the logic couldn't be solved with avoiding 0 results
Preference testing:
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94% of users preferred the new design
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The new version scored 4.8 / 5 on usability vs 3.5 for the control
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Quotes about the amended filters:
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"It's exactly what I wanted from the first design"
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"It’s like a virtual sales assistant"
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"Gives me more freedom"
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"Less stressful visually"
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A third of the users thought that filters had to be selected and applied individually in the control (this was not the case)
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Most participants utilised the newly added filter tags inside the overlay to widen their search
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They mentioned that they would add and remove filters until they were happy with the number of results
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Almost all users liked the total number of results in the apply CTA, one of them stating "It's a necessity"