Search Experience
VANS
Overview: Streamlined the Vans search experience to empower users autonomy when discovering products across digital channels.
Role: Lead Designer | Work Currently in Flight
Background: My team was tasked with ‘Elevating’ the Vans shopping experience. One of our largest areas of impact was the brands search functionality and user journey.
At the onset of the project the Vans team requested social media-esque ‘story’ elements and marketing material to be discoverable when initiating the search experience.
Based on research my team conducted and user feedback we gathered, our team recommended moving away from a search style media hub as the brand originally requested.
Details and design strategy below.
Problem Statement
Lack of intuitive and predictive search design hinders users ability to find the products they are looking for.
Project Objective
Align the search experience with users mental model and desire for autonomy when navigating the Vans website.
Research
Users who utilize search functionality have a clear intent. They are not passively browsing; they’re actively seeking products or information. This intent can range from highly targeted to more broad.
Autonomy & Convenience
Users interact with search when they want autonomy.
Mega menus present a rigid navigational structure, restricting users to a predefined path. This can be limiting for diverse search needs, such as single-product searches or broader explorations that span over multiple categories. To regain control and find what they want quickly, users turn to search.
Search provides users with convenience.
Users rely on search to access specific products or categories quickly, often to bypass complex navigational paths. The expectation is that search will serve as a direct route to their desired items, particularly when they are on a mission-oriented shopping journey.