Search results redesign

Premier Inn’s search results on their website were underperforming, with users struggling to find the right locations efficiently. The existing search results page was not optimised for user needs, causing low conversion rates and high drop-off. The mobile experience in particular had usability issues, and desktop bounce rates were also high. I was tasked with redesigning the search results page to improve both usability and conversion across devices, using a combination of UX research and design methodologies.

The goal of the project was to redesign the search results experience to improve engagement, user satisfaction, and ultimately conversions. I needed to:

• Conduct comprehensive user research to understand the pain points users faced when interacting with search results.

• Test different design hypotheses and validate which approach worked best for improving the user experience.

• Create a refined user interface (UI) that would make searching for locations intuitive and efficient, across both desktop and mobile.​

I used core UX methodologies throughout the project, from research to design and testing.

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1. Stakeholder Interviews & Discovery Research:

   • Stakeholder Alignment: I conducted interviews with key stakeholders such as the Head of Business, Acquisition Manager, and Head of SEO. This helped me gather insights into the business goals and technical constraints, and understand the broader objectives for improving the search results experience.

   • User Research & Pain Points Analysis: To understand the core issues, I reviewed user data, click maps, and conducted usability studies. I observed that users were not interacting with the most important areas of the page, often missing key filters or failing to identify relevant locations. I also ran surveys to gather qualitative data on how users perceived the existing search functionality.

2. Click Map Analysis & Behavioural Insights:

   • Click Map Observations: By analysing click maps, I identified where users were focusing their attention and where they were struggling. For instance, users often clicked in areas that provided little value or became confused by irrelevant content, such as advertising banners or unnecessary filters. These insights allowed me to determine which elements needed redesigning and which should be removed.

   • Behavioural Insights: I observed that users were not using the search filters efficiently, which led to high frustration levels when they could not find relevant locations. Additionally, there was significant confusion about how to refine search results, particularly on mobile.

3. Defining Hypotheses & Initial Idea Testing:

   • Hypothesis Creation: Based on the research, I developed two initial hypotheses to improve the search results page. The first hypothesis focused on improving filter visibility and functionality, while the second aimed to streamline the UI to reduce cognitive load.

   • Wireframe Design & Idea Testing: I created low-fidelity wireframes using Sketch, showcasing potential redesigns of the search results page. These were tested with a group of users to assess their initial reactions and understand which changes would provide the most value. For example, I tested an updated layout where filters were more prominent and the results were displayed in a cleaner, more structured format.

4. UI Design & Prototyping:

   • Defining the User Interface: After validating the initial hypotheses, I moved on to creating high-fidelity prototypes. I refined the UI, ensuring the search results were clearly organised and visually intuitive, while simplifying the interactions. This included designing clear, easy-to-use filters, larger touch targets for mobile users, and cleaner result layouts with prominent calls to action.

   • Responsive Design: I ensured the new design worked seamlessly across both mobile and desktop platforms, optimising for different screen sizes and interaction patterns. The new UI was built with a mobile-first approach, prioritising ease of use on smaller screens where the pain points were most acute.

5. Testing Hypotheses & Iterations:

   • Usability Testing: I conducted several rounds of usability testing with a diverse group of users. The testing sessions were designed to validate the two hypotheses and observe how users interacted with the redesigned search results. I measured metrics such as task completion time, filter usage, and user satisfaction.

   • Iterative Refinements: Based on the testing outcomes, I iterated on the design, making adjustments to the filter layout and improving the visual hierarchy of the results. For example, I adjusted the positioning of the ‘sort by’ options and optimised the loading behaviour to reduce friction when new results were displayed.​​

One of the key challenges was balancing the needs of both desktop and mobile users, as each platform presented different usability concerns. Mobile users, in particular, had trouble interacting with filters and search results on small screens, leading to high bounce rates. The challenge was to create a solution that worked well across both platforms while maintaining a consistent user experience.

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Another challenge was ensuring that the redesign aligned with SEO considerations, as Premier Inn needed to maintain strong search engine performance while enhancing the user experience. I worked closely with the SEO team to ensure that any changes to the structure or layout would not negatively impact search rankings.

• Increased Conversion Rates: Following the redesign, conversion rates on mobile increased by 9%, and desktop conversions improved by 5%. This was largely due to the enhanced usability and clearer navigation on the search results page.

• Reduced Bounce Rates: Bounce rates decreased by 7% on desktop and 12% on mobile, showing that users were more engaged and able to find relevant locations quickly. As one user noted during testing, “It’s much easier to find what I’m looking for now, and I don’t feel overwhelmed by all the options.”

• Improved Filter Usage: There was a 20% increase in filter usage, as users found the redesigned filter layout more intuitive and easy to use. One participant commented, “The filters are much more obvious now—I can narrow down my search without feeling lost.”

• Positive Stakeholder Feedback: Stakeholders were impressed by the clarity of the new design and the improvements in both performance and user satisfaction. One stakeholder said, “The redesign has really streamlined the search experience, and we’re seeing much better results already.”

By employing core UX methodologies—such as user research, behavioural insights, wireframing, prototyping, and usability testing—I was able to deliver a more intuitive, user-friendly search results experience. The redesign significantly improved user engagement and conversion rates, while maintaining alignment with Premier Inn’s business objectives.