DOZR, a marketplace for construction equipment rentals, faced a major search engagement issue. 2/3 of homepage visitors bounced before completing their search, resulting in lost revenue due to low user engagement and high bounce rates. To fix this, we analyzed user behaviour, identified friction points, and redesigned the homepage to streamline search, reducing drop-off and increasing conversions.
SEARCH CONVERSION
23%
Increase in search conversion
rate, demonstrating the success
of simplified search flows.
BOUNCE RATE
36%
Reduction in bounce rate,
enhancing user engagement.
Timeline
ROLES
team
PM
Product Design Lead
Engineer
CPO
tools
User Survey
OBJECTIVES
Understand user motivations, daily routines, and expectations from DOZR's platform.
PARTICIPANTS
50
QUESTIONS
17
INSIGHTS
1
Users found the search process overwhelming due to too many initial input fields.
2
Many didn't understand the range of available equipment categories without prior exploration.
3
Absence of alternative search paths along with an input heavy search flow, discouraged casual users.
User Journey
OBJECTIVES
Mapping the existing user journey revealed critical drop-off points. Users encountered unnecessary steps when trying to search and a lack of visual guidance to complete their journey.
Revealed Friction Points
1
The two additional nested steps in the search created friction points in the search flow.
2
Lack of fast tracked search experience for returning users, slowing down their search process.
Flow Re-Mapping
Simplified the search flow by reducing inputs to "location-only" initially, which was a much more familiar experience for users based on the market, and eliminated redundant steps to streamline navigation. Additionally, a search auto pre-fill feature was introduced to fast help with fast tracking the search experience of returning users.
Competitive Benchmarking
OBJECTIVES
We analyzed three tiers of competitors:
Equipment Rental Marketplaces, National Rental Companies, and Cross-industry Marketplaces to
identify best practices and gaps in our product search feature.
Revealed Friction Points
1
Competitors focused heavily on simplicity in search flows, often limiting initial inputs.
2
Effective use of visual elements and CTA-
driven designs increased engagement.
Wireframes
LOW-FIDELITY DESIGNS
We analyzed three tiers of competitors:
Equipment Rental Marketplaces, National Rental Companies, and Cross-industry Marketplaces to
identify best practices and gaps in our product search feature.
UI Design
HIGH-FIDELITY DESIGNS
The final design adhered to DOZR's brand guidelines while incorporating a modern and
clean aesthetic to improve engagement.
Key changes included:
• Prominent CTAs with action-oriented language.
• Clear content hierarchy to guide users efficiently.
• Optimized visuals, including reduced image sizes, to improve page speed and user
retention.
