Hemmings Vehicle Search Filters
Overview
Hemmings: The Ultimate Destination for Collector Car Enthusiasts
For nearly 70 years, Hemmings has been a trusted name in the collector car community, serving as a premier B2C and C2C online marketplace. Whether you're a buyer, seller, or simply a car enthusiast, Hemmings offers an extensive range of publications, services, and information tailored to your passion. Our platform connects enthusiasts with a vast array of collector cars, providing a seamless and enjoyable experience for all users. Through our dedication to quality and community, Hemmings has become the ultimate destination for anyone looking to explore, buy, or sell collector cars.
Background
I joined Hemmings in August 2021, and one of my first major projects was taking over redesigning and refactoring the vehicle search page. The initial design work was already completed when I came on board, and my role was to fine-tune the design, prepare it for developer handoff, and support the development team with any questions.
Following the release in November 2021, we observed a noticeable drop in organic search results. This prompted us to delve deeper into user behavior on the page to identify any issues. Through further research, I discovered that the previous design lacked user research and usability testing before launch. Given that this is one of our most visited sections, it was crucial for us to quickly address and resolve these challenges to improve the user experience.
My Role
Leading the Design Effort from Concept to Implementation
Spearheaded the design process from initial concept through to final implementation.
Conducted comprehensive user research to understand the needs and preferences of our target audience.
Facilitated workshops to foster collaboration and idea exchange among the product team, engineers, and business stakeholders.
Presented research findings and design concepts to secure buy-in from all key stakeholders.
Ensured designs were user-centric and aligned with business objectives through a collaborative process.
The End-to-End Process
Identifying our customer pain points
To understand user frustrations, I initiated a Customer Satisfaction (CSAT) survey, aiming to uncover the underlying "why" behind their experiences.
Inadequate Filtering Options
Users need more specific filters to narrow down results, such as engine size, door count, and eliminating modified cars.
The current filtering system sometimes displays irrelevant results, such as different makes or models than what was searched for.
Search Functionality Issues
Some search parameters, like model and year range, get "stuck" when switching between different vehicle searches.
The search algorithm seems to parse user queries, leading to irrelevant results inaccurately.
Loss of Preferred Features
Users preferred the old format, where they could begin searches with broader categories (e.g., by decade) and eliminate auction vehicles more easily.
There is strong dissatisfaction with the removal of the simpler app, which users found more direct and user-friendly.
User Experience Concerns
The current search method is viewed as more cumbersome and less intuitive compared to the previous version.
Scrolling through filter options is problematic; the small filter boxes cause the entire page to scroll, frustrating users.
Additional Feedback
Users express the need for a total reset button to clear all filters and start a new search.
Long-time users, particularly subscribers, are disappointed with the new search method and express a preference for returning to the previous format or having both options available.
Comparative Analysis
To inform our design decisions, I conducted a comparative analysis of how other vehicle auction houses and car dealerships present filters on their search pages.
After reviewing six of our competitors, I found the following trends:
Direct Competitors: Both Bring a Trailer and Cars & Bids utilize a horizontal filtering component on their search pages.
Vehicle Dealerships: The majority of traditional car dealerships favor a left-rail filtering component.
Current State: Before this redesign, Hemmings also employed a left-rail filtering component, as illustrated below.
Customer Behavior: Notably, some of our customers arrive at our vehicle search page via Auto Trader and Auto Tempest, platforms that also use a left-rail filtering component.
Ideation and Iteration
Easily find what you need
One of my guiding principles in UX design comes from Steve Krug’s Don’t Make Me Think. I strongly believe that a product should be intuitive and self-explanatory, allowing users to immediately understand its purpose and how to use it without unnecessary effort.
With this philosophy in mind, I decided to return the filtering component to the left rail, where users were accustomed to finding it. I focused on simplifying the design to its core functionality while adding features that users had requested during my research, ensuring it was as straightforward and user-friendly as possible.
Final Design Transformation
Before
Horizontal Filtering Component
The "Before" video showcases the previous design, where the filtering component was placed horizontally. This layout presented challenges for users familiar with a left-rail format, leading to difficulties in navigating and customizing their search experience.
After
Left Rail Filtering Component
The "After" video demonstrates the updated design, where the filtering component was returned to the left rail. This change, guided by user feedback and design best practices, simplifies navigation and aligns with user expectations, making the search experience more intuitive and efficient.
User Engagement and Feedback Strategy
Personalized Email Campaign
Developed an email campaign to acknowledge user feedback, inform them of upcoming fixes, and build anticipation a week before deployment. Included a short video tour to guide users on how to use the new left rail filter.
Post Deployment Feedback
Added a bottom banner CSAT survey on the vehicle search page for two weeks after deployment to gather user feedback and measure satisfaction with the new design.
Measuring Success and Impact Created
Customers reported finding it easier to locate vehicles on Hemmings, significantly surpassing previous customer satisfaction levels.
