Search Results Page Redesign

Uline
2021

My Role:
UX Research, UX Design, UI Design - Team of 2
Tools:
Figma, GA4, Photoshop, Illustrator
Outcome:
Contributed to a measurable improvement in add-to-cart and order conversion post-launch
The redesigned search results page shown on a laptop screen.
01. The Problem

Ordering products wasn't as intuitive as it should be.

On a high-traffic B2B search results page, two usability issues were limiting conversion:

  • It wasn't clear to users that items could be added to cart directly from the search results view
  • Pricing/quantity-break information was difficult to parse
How might we... improve the visibility of the primary purchase action and product messaging, while increasing overall content readability?

Research & Insights

Through stakeholder interviews, behavioral analytics, and session reviews, several recurring usability issues became apparent.

The existing search results page, showing the pricing table and add-to-cart controls that were hard to read.
02. Ideation

Exploring possible directions

Rather than jumping into a single solution, I generated multiple concepts that varied in complexity and risk.

  1. A gradual, low-risk improvement to the existing design
  2. A concept introducing new pricing functionality
  3. A concept centered on a redesigned primary CTA
Early sketches and wireframes exploring three different layouts for the search results page.
03. Stakeholder Review

Prototyping and alignment

Interactive prototypes were built and presented to stakeholders to evaluate feasibility, business impact, and implementation effort.

High-fidelity mockups of the competing search results concepts, presented side by side.
04. The Solution

A streamlined ordering experience

Stakeholders selected a lower-risk solution focused on reducing friction while preserving familiar user patterns.

Clearer Readability

Improved information hierarchy and wayfinding.

Detail of the final design showing the reworked pricing and product information hierarchy.

Simplified Add to Cart

Reduced complexity and improved task completion.

Detail of the final design showing the simplified add-to-cart control.
05. Impact

Results

The chosen concept led to a measurable improvement in both add-to-cart rate and order conversion following launch.

  • Increased Conversion

  • Increased Task Success

  • Increased User Satisfaction

06. Reflection

Key takeaways

This project sharpened my ability to generate a range of concepts, collaborate cross-functionally, and present directly to stakeholders. Along with that, above all, reinforced that gradual, low-risk usability improvements can have huge impact, sometimes more defensibly than a bold redesign.

  • Cross-functional collaboration
  • Stakeholder communication
  • Evidence-based design decisions
  • Iterative problem solving

Let's get
to work...

Download resume (PDF) Contact me