For nearly 70 years, Hemmings has been a trusted online marketplace connecting buyers, sellers, and car enthusiasts with a vast selection of collector cars. Offering tailored services and information, Hemmings is the go-to destination for exploring, buying, and selling collector vehicles.
Vehicle Search Filters
Customers were confused by the redesigned horizontal filter bar, making it difficult to narrow down their specific collector car search, which contributed to a drop in our organic search results. Upon further investigation, we discovered that users struggled with scrolling through filter options, encountered irrelevant search results, and found the filter boxes too small. These issues not only frustrated users but also caused the page to behave inconsistently, impacting overall user experience and site performance.
The problem
After conducting interviews, surveys, and competitor analysis, I determined that the best approach was to rebuild the vehicle search filter to match the familiar design from our previous structure and common industry standards. This made it easier for existing users to find and use the filters, while new users could quickly navigate the interface, as it aligned with similar car marketplace websites.
The solution
I reverted the filtering component to its original left-rail structure and focused on simplifying the design to its core functionality while incorporating features users had specifically requested during my research. This user-centered update, guided by feedback and design best practices, improved navigation and aligned with user expectations, making the search process more intuitive, efficient, and user-friendly.
What I did
This work helped us retain and win back users by increasing session durations, encouraging more frequent return visits, and reducing bounce rates. The improved user experience fostered greater engagement and loyalty, leading to sustained growth in overall site performance.
