UX research to fix bounce rates and refine search accuracy for a travel agency
User Problems
Users were facing challenges in navigating Yervana’s search functionality, resulting in high bounce rates, irrelevant results, and confusion about how to search effectively.
Research Objectives
To analyze and improve the search and results functionality of Yervana, a platform designed to connect users with outdoor activities, by addressing user pain points, aligning with business goals, and enhancing the user experience across web and mobile platforms.
We conducted collaborative sessions with the stakeholders from Yervana to gather insights on business priorities, user behavior, and platform constraints. These discussions formed the foundation for aligning research efforts with strategic objectives.
Stakeholder Questions
Explored key priorities and challenges through focused inquiries, and categorized the top questions into 3 categories.
General
What is the objective for improving the search function?
What are the design and development constraints?
Why are suggestions lower in the information hierarchy?
User
Which target user group uses the site the most?
Are users primarily novice or expert?
What existing data highlights user pain points?
Search
What’s the main goal for users when they search?
Why prioritize price, location, and reviews over distance?
Top Business Priorities
Mobile-first optimization: Safari/Chrome are primary user touchpoints
Top filters: Dates, # of explorers, price, and location
Emphasize value proposition on the homepage
Address high bounce rates during search functionality
Provide relevant suggestions even for zero-result searches
Key Objectives
Improve search functionality for seamless user experience.
Align search design with user expectations and seasonal habits.
Increase user retention and reduce bounce rates.
Competitive Analysis
To understand Yervana’s position in the market and identify opportunities for improvement, we analyzed competitors focusing on search functionality, user flow, and value proposition.
These questions focused on understanding user behaviors, identifying pain points in the search experience, and aligning improvements with business priorities. They guided the research to uncover actionable insights for enhancing the platform.
Questions
What details are most useful when deciding on an outdoor activity?
What information do users typically already have when beginning a search?
What information do users expect in their search results?
What barriers do users face when using the search and results pages?
What is the order of importance for filters: location, type of activity, skill level, and price?
What input format do users need to recognize the search bar?
We used a mixed-method approach combining qualitative interviews, user journey mapping, and stakeholder consultations. This methodology provided a comprehensive understanding of user pain points, motivations, and behaviors.
Approach
User Interviews: Conducted 15 interviews with users representing diverse personas, including families, adventurers, empty nesters, and social groups.
Usability Testing: Evaluated the search and results pages for clarity, functionality, and relevance.
Data Analysis: Analyzed search engine logs to uncover common user queries and behaviors.
Participants
We interviewed seven users, capturing diverse behaviors and needs. From these insights, we crafted four personas to guide user-centered design and align solutions with real goals.
User Priorities
These are the first details the users consider while using the search function (ranked in order of importance).
User Journey (Navigation Patterns)
We explored how users navigate the platform, revealing their preferred starting points and search behaviors. The data highlights location-based searches, activity-driven exploration, and the occasional reliance on system suggestions to guide their journey.
Our research revealed confusion in search functionality, limited relevant results, and a need for clearer communication, driving actionable recommendations to improve user experience.
1. User Pain Points
86%
"I don't understand why the results are showing this- it should just say there's no results if there's nothing for snowshoeing."
Zero Results During Search
71%
"It’s weird..I expected activity results within the location I searched for, but I’m getting irrelevant options instead."
Unrelated Search Outcomes
64%
"What does 'EXP' mean? Is it experience or explorer?"
"I didn’t realize the dates were here. It wasn’t obvious in the menu."
Poor Search Usability
57%
"Uhh this chat box is blocking part of my screen while searching."
"The mobile interface doesn’t prioritize search..it feels buried."
Inefficiency in Navigation
2. Search Expectations
78%
of participants ranked price, location, and dates as their top filters.
Filter Prioritization
60%
of participants emphasized the need for activity suggestions that align with the current season.
Seasonal Relevance
71%
of participants stated that reviews and photos are crucial for their decision-making process.
Trust-Building Elements
54%
of participants want better-defined filters, especially for skill levels and accessibility options.
Clarity in Filters
3. Behavioral Trends
70%
of searches are performed on mobile browsers, while desktop usage spikes at 29% for high-cost bookings and detailed comparisons.
Device Usage
65%
of participants rely on single-term searches, such as "hike" or "ski."
Search Patterns
58%
of participants book directly via mobile for low-cost activities, but shift to desktop for expensive or multi-step activities.
Booking Behavior
62%
of participants spend under 10 minutes searching for activities, prioritizing quick results over in-depth exploration.
Session Length
My team and I came up with actionable recommendations with projected metrics that target key user pain points to improve search and discovery. These strategies are based on research insights and stakeholder goals, aiming to enhance engagement, satisfaction, and conversion rates with measurable, realistic outcomes.
1. Refine Filters and Search Results
Action: Introduce GenAI-powered dynamic suggestions for zero-result queries (e.g., suggest nearby or alternative activities). Clearly communicate why no results were found and guide users toward modifying their search criteria.
65%
search success rate by reducing the number of zero-result searches.
20%
reduction in bounce rate through relevant suggestions that retain user engagement.
2. Enhance Visual Trust Elements
Action: Optimize image quality, include seasonal relevance in photos, and ensure listings highlight recent, authentic reviews.
30%
increase in user trust by enhancing perceived trustworthiness.
25%
improvement in activity click-through rate with high-quality visuals and prominent reviews.
3. Optimize Mobile Experience
Action: Redesign mobile navigation for simplicity, improve search bar visibility, and ensure filter usability on smaller screens.
15%
increase in mobile conversion rates by addressing mobile pain points.
70%
mobile search completion rate by creating a seamless experience.
4. Clarify System Feedback
Action: Provide actionable feedback when searches yield no results (e.g., "No results found, try removing some filters"). Offer visible status updates like "Loading results" to improve transparency.
25%
boost in user satisfaction through clearer system feedback.
20%
increase in search completion rates as users better understand how to modify their searches.
5. Highlight Value Proposition on the Homepage
Action: Promote key features such as seasonal activity recommendations and trust elements (reviews, photos) on the homepage.
40%
increase in engagement with homepage features by interacting with highlighted value propositions.
15%
improvement in time spent on site, reflecting better user engagement.
This UX research project has laid the foundation for meaningful improvements to Yervana's search functionality and user experience.
The Outcome
We identified key pain points such as zero-result queries, lack of trust elements, and navigation challenges, aligning these findings with actionable recommendations. The research provided a clear roadmap to enhance user engagement and satisfaction by addressing core UX issues.
What I Learnt
This project refined my expertise in user research, synthesis, and stakeholder collaboration. Conducting interviews and usability tests allowed me to uncover critical pain points, while affinity mapping and presenting actionable insights helped bridge user needs and business objectives. Delivering clear, data-driven recommendations reinforced the value of aligning research with impactful outcomes.
What’s Next
Future iterations will include refining the mobile-first experience, and exploring additional ways to enhance seasonal activity relevance and trust-building features.
