Reshaping search and category pages to dramatically improve customer navigation and product discovery.
View case study with additional project information, objectives and impact.
Challenges
Woolworths' search and category pages presented significant navigation challenges that hindered customer product discovery and purchasing decisions. Navigation of results were located in separate locations or entirely hidden from view in mobile web. And filter interactions were inconsistent and in some cases, barely useable on mobile devices.
Layout and hierarchy
During the global navigation uplift running in parallel with this project, side navigation was removed from key site areas, and the search bar remained off-limits, requiring an innovative in-page solution for switching between products, recipes, and articles that maintained user flow continuity.
Stacking strategy
We consolidated four disparate navigation elements (side bar, faceted search row, filter box, and sort menu) into a cohesive, progressive disclosure system.
This layered approach appliedĀ information hierarchyĀ andĀ progressive enhancementĀ principles, maximising product visibility while reducing cognitive load through logical content organisation.
Layer 1: Tab content switching
Tab navigation enables seamless switching between product, recipe, and article content types, maintaining familiar interaction patterns users expect across digital platforms.
Layer 2: Faceted category refinement
Tab navigation enables seamless switching between product, recipe, and article content types, maintaining familiar interaction patterns users expect across digital platforms.
Filtering and sorting
Layer 3: Advanced filtering
The unified chip row consolidates sorting and filtering into accessible, touch-friendly targets, revealing previously hidden options through intuitive interaction patterns that follow the goal-gradient effect.
Future potential and All filters chip
Dynamic position limitations
Currently, the chip row displays all available filters based on returned products but lacks sophistication to dynamically reposition or surface only the most relevant filters for specific user contexts.
Planned future improvements will incorporate automated relevance scoring, enabling the system to prioritise filters based on user search intent, category context, and historical interaction patterns.
All filters
With future dynamic filter visibilities on the horizon, the placement of the All filters chip at the end of the chip row, provides a clear escape hatch for users seeking additional refinement options. This creates a flexible architecture that can accommodate future expansions without requiring comprehensive redesigns.
