Optimizing User Search Journey: A Bigbasket App Redesign Story 🥝

Evaluating & Redesigning the user search flow

Introduction

In this case study, I, Vinayak, worked on an Evaluative design project focused on the ‘User search flow’ of the Bigbasket app. Through the utilization of heuristic principles and primary and secondary research, I concluded that the UI/UX of the app required a redesign. In this document, I will discuss the process and results of the evaluation and provide recommendations for improving the app’s user search flow.

About Product

Bigbasket is an online grocery delivery platform that offers a wide range of products, including fresh fruits and vegetables, groceries, household essentials, and personal care items. The app provides a user-friendly interface that allows customers to order products and schedule delivery at their convenience. With its vast selection of products and timely delivery services, Bigbasket has become a popular choice among consumers who prefer the convenience of online grocery shopping.

Problem Statement

Evaluate the Search flow of Big Basket, which includes Searching for the product, search suggestions, and filtering and redesigning the experience to make the product design better.

Business metrics targeted: Bounce rate

Bounce rate refers to the percentage of website visitors who navigate away from a site after only viewing a single page, without clicking through to any other pages on the site. In other words, it represents the proportion of visitors who “bounce” away from the site without engaging further with its content.

The Selected User Flow

The User Search Flow is crucial for any online grocery delivery platform, as it allows customers to easily search for and find the products they are looking for.

A well-designed search flow can significantly improve the user experience, making it easier for users to find the products they need and complete their purchases quickly.

User search flow

Evaluation of current flow

Changes made to my proposed designs after testing with real users

Home screen

1. The search feature on the app has been updated with a new search icon and a simpler, more user-friendly sentence in the search bar. Users can now search for products using either text or voice, making the process more flexible and convenient.

Search screen

1. The search icon has been updated to a more recognizable and familiar symbol, as the initial outline format icon was difficult for users to identify, as per user feedback during interviews.
2. Added a “clear” option for recent search chips to help users manage their recent search history more easily. Using this feature users can delete all recent searches in one click.
3. ‘Popular searches’ replaced with categories based on user feedback, making it easier for users to find products by category.

Search screen while typing

1. Category chips were added to help users find products more easily, based on user testing. Users prefer to search by category to simplify and narrow down their search process, and the category chips make this easier.
2. Decreased the number of recommendations displayed to improve the search experience, adding a different icon to display recent searches with a recommended search result. This update saves users time and effort by providing relevant and helpful search results based on their search history.
3. A new section is added where a product card with an image is shown which will help the user to recognize the product and decrease decision-making time instead of going to the next screen. this change was made based on user interviews and competitor analysis.

Search result screen

1. The categories chips were redesigned in the app to make it easier for users to understand which ones are selected and unselected. The chips are now divided into categories of searched products, providing users with a more efficient search experience. Previously, the chips were based on product brand names, which could be confusing for users who were not familiar with the brands. Dividing the chips into categories, address this issue and help users find what they are looking for more easily.
2. The border color of the filter option changed to Red to get the user’s attention to it. Based on user interviews, users were having difficulty locating the filter option on the initial screen. By changing the border color to red, it will be more prominent and easier for users to find.
3. The bike icon changed to the truck icon based on competitor analysis and the truck is associated with transportation which can help create a sense of reliability and trust in the delivery process for the user.

Interact with prototype

Insights that I got from user interview

1. Users tend to search for related product names or brand names if they don’t know the exact product name.
2. Users are not able to recognize or use the microphone and barcode scanner features effectively.
3. Users look in the categories section if they don’t know the product name.
4. The inverted arrows on the app are confusing and not being used effectively by users.
5. If the desired product is not found, users tend to look for similar products.
6. Some users are not aware of the inverted arrow icon’s functionality.
7. When a product is not found, some users tend to go to Google and copy the name and paste it into the search bar.

Why I conducted user interviews?

Before beginning the redesign process, I made some assumptions about the user’s needs and pain points. To validate these assumptions and gain a better understanding of user behavior with the app, I conducted user interviews.

Understanding competitor app's user search flow

Blinkit user search flow

Amazon's fresh user search flow

Jio Mart user search flow

Components and variants Design

Components design

Key learning and conclusion

As UI/UX designers, we aim to solve problems, but often, we tend to address only surface-level issues, much like fixing a punctured tire. However, we need to dig deeper to identify the root cause of the problem to prevent it from recurring. Thank you UX Anudeep to teach us this valuable life lesson and mentoring us.

In this case study, I attempted to identify the core issue in the app’s user search flow, and while I couldn’t entirely pinpoint it, but the process taught me valuable lessons.

Thank you for reading this article. If you’ve got any feedback, I’d love to hear it. You can follow me here or connect with me on LinkedIn.