Zé Delivery app
Features Redesign
Role
Senior Product Designer
Year
2023-2024
Industry
Drinks Delivery
"I like using the app, but sometimes it takes me a while to find what I’m looking for."
"I wish it was easier to find things quickly, but I still use it because it’s convenient."
"I often just use the search bar because navigating the categories is confusing, feels like the items are misplaced."
25%
search failure rate when users attempted to find specific items.
84%
of users make a purchase through search,
an increase of 16 p.p. in 2023 x 8 p.p. in 2022.
30%
drop-off rate in the categories with many users resorting to search to locate products.
Issue
If relevant products don’t show up when searching by product type, users can have difficulties finding those types of products on the app altogether.
Searching for “cervejas premium” results in zero products being displayed; searching for “vinhos tintos” shows the category match, but no product suggestions.
Recommendation
Provide support for “Product Type” searches and their respective synonyms, including support for multiword queries, and ideally suggest the relevant categories.
Issue
If users are unable to filter product lists by choosing options from these key filter types, their ability to tailor product lists to contain only items of interest is severely restricted.
No filter options are provided, leaving users with restrictive product lists and subpar search results.
Recommendation
Provide filters for type, size, brand, and user ratings average. Also consider providing thematic filters, such as style, season, occasion, or filters for new products.
Issue
When keyword query suggestions aren’t present, users lack vital content cues and don’t get a helping hand in articulating their search queries.
The app shows search a results page as users type, but no autocomplete suggestions are offered.
Recommendation
Always provide autocomplete keyword query suggestions, and consider providing autocomplete product or brand suggestions if relevant.
Issue
Results can't always be shown—not even the best search engine can find a product not carried, and sometimes users’ queries are truly cryptic.
The “No Results” page at Ze Delivery doesn’t offer any guidance or help specific to the user’s query. While there might not be a match for the user's full query, there can often be query suggestions for parts of the user's query (e.g., “vines”).
Recommendation
Always suggest to users to reduce their query specificity, as well as provide users with results related to their query, offer search suggestions, and provide a way for users to contact support.
Categories Quantity
45% have 6 to 10 categories
35% have 10 or more categories
20% have 5 or fewer categories
Categories Behavior
50% use horizontal scrolling
30% use carousels and grids
10% use fixed horizontal lines
Categories UI
45% use images
35% use illustrations
20% use 3D pictograms
The redesign greatly improved the app’s usability by addressing key pain points and streamlining the user journey.
These updates led to a noticeable increase in user satisfaction and contributed to important business outcomes, including higher engagement and improved retention rates.
40% improvement
in search success rates
25% reduction
in navigation drop-offs
30% boost
in showcase interactions
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