— OVERVIEW
Improving Fiverr's Navigation
This project aims to address usability issues within Fiverr's navigation system,
vertical pages, and search bar to enhance the overall user experience.
The current navigation presents challenges in finding specific items due to inconsistent
categorization and terminology focused on sellers' skills rather than buyers' needs.
Vertical pages suffer from low engagement with left-hand lists, lack of clear categorization,
and unprofessional uniformity, leading to a high bounce rate.
Additionally, the search bar, while functional, faces issues with redundancy,
contrast,and outdated design. By optimizing navigation, refining vertical page layouts,
and improving the search experience, the project seeks to empower users to easily
discover and access services, fostering a more intuitive and engaging platform interaction.
Company
Fiverr
Role
Product design lead
Year
2023
— PROBLEM 1/3
First, the navigation
Navigating through our platform has become a challenge due to several factors.
Firstly, finding specific items within the navigation is difficult, as some verticals
lack clear categorization, forcing users to sift through the entire mega menu.
Additionally, the navigation experience lacks consistency, with varying layouts
and structures across different verticals. As our catalog continues to expand,
our navigation system must evolve to accommodate new offerings and ensure
easy access to services.
Furthermore, the current terminology focuses more on sellers' skills rather than
addressing buyers' needs, complicating the search process. To address these issues,
our goal is to enhance the user experience by helping buyers easily locate the services
they require, even if they're unsure of the service name, while also providing
a comprehensive understanding of how Fiverr can fulfill their needs through inspiration
and education.
— PROBLEM 2/3
Second, the vertical pages
The design of our vertical pages presents several usability challenges.
Users tend to overlook the left-hand list, and those who do engage with it
find the process cumbersome, requiring them to scan through all items individually.
The absence of clear categorization or buckets forces users to visually scan the entire list, impeding navigation efficiency. While many users resort to clicking on images for navigation, locating the correct image can be time-consuming, as they often do not accurately represent the category.
Moreover, there is a lack of hierarchy between popular and less popular items, and the uniformity of vertical pages contributes to a perception of unprofessionalism, resulting in a high bounce rate.
— PROBLEM 3/3
Last but not least, the search bar
Although the current search bar is user-friendly with quick auto-suggestions
and keyboard navigation support, it faces several shortcomings. Its appearance
on almost every page creates redundancy, and contrast issues hinder readability.
The placeholder text "Find services" lacks clarity, failing to guide users effectively.
The outdated design and distracting elements detract from usability, and the text-heavy interface with outdated icons needs improvement. Enhancements such as clearer
placeholder text, improved contrast, and modernized design are necessary to optimize
the search experience and ensure users can easily discover relevant services.
— THE DESIGN PROCESS
Our work flow
Starting the design process, I initiated a thorough research phase by posing six
pivotal questions to identify the core issues and opportunities.
This involved analyzing pertinent data alongside formulating my own hypotheses
for potential outcomes. Crucially, understanding the demographic affected and
the manner in which they would be impacted was imperative.
To glean insights, I delved into the existing navigation experience, engaged in discussions
with vertical managers to gain their insights, and conducted illuminating user interviews
to comprehend their requirements firsthand. As the journey progressed, I delved even
deeper into our competitive landscape, scrutinizing their strategies and tactics to further
enrich my understanding. Exploring articles and industry best practices provided
additional valuable insights, informing the subsequent design decisions.
— THE DESIGN PROCESS
Redefining Challenges
and Opportunities
In our endeavor to redefine the challenges and opportunities within Fiverr's navigation,
vertical pages, and search functionality, we recognized the complexity of each area
and decided to approach them as three distinct but interconnected projects.
Through extensive research, we gained a comprehensive understanding of the unique
challenges and opportunities within each domain. However, it became evident that while
each project addressed specific pain points, their success hinged on their ability to
complement one another and collectively meet the diverse needs of our clients.
Therefore, we adopted a holistic approach, recognizing the interdependence of navigation,
vertical pages, and search in delivering a seamless user experience. By treating these
projects as interconnected components of a larger system, we aimed to create a cohesive
and user-centric platform that effectively guides users to their desired services while
enhancing engagement and satisfaction.o buyers in finding and completing tasks.
— FINAL DESIGN
A new navigation
We have decided to replace the horizontal navigation to a vertical one.
This type of navigation presents menu options in a single-column layout.
It allows users to navigate through various categories and sections
of the website easily.
— DESIGN NOTES
A new navigation design
In response to scalability needs, we've introduced
a one-column menu with three tabs, enhancing usability.
The transition from coast-to-coast to a single-column boosts
navigation efficiency and adapts to our growing catalog.
Each tab caters to specific user needs:
Browse By
The feature enables users to access their history quickly and enhances engagement by tracking views.
Recently Viewed
Discover special Fiverr features and new products for trends and project growth. Smooth navigation included.
Inspiration
Users can easily browse the catalog by category, simplifying navigation. Post requests to connect with freelancers.
— FINAL DESIGN
Vertical pages
The redesign of Fiverr's vertical pages aims to revolutionize user engagement
and navigation efficiency. By implementing intuitive layouts and enhancing visual
representation, we seek to provide users with a seamless browsing experience
that promotes exploring and discovering our diverse range of services.
— DESIGN NOTES
Vertical pages
The new vertical page redesign heralds a significant leap
forward in user experience, emphasizing trustworthiness,
clarity, and accessibility.
By categorizing services into distinct buckets, we aim to streamline navigation
and empower users to locate relevant offerings easily. Additionally, the redesign focuses
on educating clients about Fiverr's platform functionality, guiding them through
the process, and building confidence in their transactions.
To enhance user engagement, the most popular services are prominently featured
at the top of each vertical page, ensuring visibility and encouraging exploration.
This transformative project was a collaborative effort, with close coordination between
the design team and the branding specialists to ensure alignment with Fiverr's
overarching aesthetic and messaging goals.
— FINAL DESIGN
A new search bar
The redesigned search box features improved usability with clearer placeholder text
and enhanced contrast for better legibility.
Moreover, we introduced updated icons and streamlined the dropdown menu to minimize
distractions and improve focus. Throughout the process, we remained committed
to maintaining Fiverr's brand identity and ensuring seamless integration with the
platform's overall aesthetic.
— DESIGN NOTES
A new search experience
We prioritized visibility and usability in the search box redesign
by making it more prominent and wider across the entire website.
One significant improvement was the addition of a descriptive placeholder, providing users with clear guidance on what they can search for.
Moreover, we enhanced contrast to improve legibility and ensure the search box stands out effectively. To facilitate exploration, we introduced exploration tags highlighting the most popular services, empowering users to discover relevant options quickly.
Additionally, we implemented a recommended services column, offering personalized suggestions based on user preferences and browsing history.
These enhancements collectively contribute to a more intuitive and efficient search experience, empowering users to find what they need with ease.
— READOUT
Impact and results
The summary of the readout is as follows:
• Global ASP increases by 2%, yielding GOA a yearly gain of $11.5 million.
• Better expectation setting, notably in ASP and cancellations.
• Local improvements across business metrics.
• In PG segment, new cards get fewer clicks, but ROAS rises, especially with videos.
• Fiverr perception improves overall.
