At BAEMIN, I led the design of the Exploration Journey, a multi-phase effort that helps users discover restaurants, dishes, and promotions. In this case study, I highlight refinements to the search experience, the cornerstone of that journey, and show how they help users find the perfect meal faster and in a more engaging way.
Product team
Background
User NPS/CSAT reports and UXR findings showed negative experiences in the BAEMIN app’s Search Journey that needed improvement.
Current Problems
Design challenge
- HMW improve the search results to help users find dishes quickly?
- HMW improve the no-result screen and handle mistyped keywords?
- HMW improve filters to create a better search experience for users?
Enhance search performance
The existing search engine did not perform well for item searches and had limitations in its logic. I worked with engineers to replace it to cover current needs, and to improve overall search performance.
Many factors affect search results. After investigating, we found a better formula to calculate weights that produced stronger results and assigned more reasonable scores based on:
- Similar keyword
- Distance
- Partner
- Intonation
Redesign no-result screen and mistyping keyword
Improve filters: Redesign sort and filter
How to measure success?
North star metric: Increase the conversion rate from the search screen to the merchant screen
