SiTime Search Enhancement
About
My Role
I took charge of product thinking and user experience design for improving the website search functionality. I led the entire project, conducting thorough research to identify the core issues. I collaborated with stakeholders on competitor research and need finding, interviewing users, and analyzing existing search features. I designed a new search interface and components based on research findings, achieving our desired goals of reducing the failure rate and enhancing user satisfaction, while ensuring consistency with SiTime's visual identity.
Duration
June 20, 2023 - September 5, 2023
Skill
UX Design, UX Research, Visual Design, Product Thinking, Competitor Analysis, Semiconductor Research
It was more than a new interface
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Overview
Timing is crucial in every aspect of life and technology. Precise timing is vital for synchronization, efficiency, and reliability in our connected world.
SiTime Corporation leads in innovative timing solutions. Using advanced MEMS technology and analog circuitry, SiTime creates superior timing devices.
Product Vision
The SiTime website search enhancement project aimed to significantly improve the user experience by reducing the search failure rate. Our vision was to create a more intuitive and efficient search experience that aligns with SiTime's commitment to customer satisfaction.
Solution
Revolutionizing Search Efficiency: Reducing 40% Failure Rate and Enhancing User Experience at SiTime
Context
Background
WHAT’S GOING ON?
Improving the search functionality presented a significant opportunity to enhance the overall user experience on SiTime.com. By reducing search failures and making it easier for users to find relevant products, we could increase user satisfaction, boost conversion rates, and strengthen customer loyalty.
Problem
WHAT NEED FIXING?
Despite the importance of the search function, the current implementation was failing to meet user needs. A staggering 40% of weekly searches returned no results, leading to user frustration and potential loss of business. The lack of effective filtering options further compounded the problem, making it difficult for users to refine their searches based on specific product attributes or criteria.
Opportunity
WHERE IS THE VALUE?
SiTime specializes in precision timing solutions, and its website serves as a crucial tool for users to find detailed information about specific products. Given the technical complexity and specificity of the products offered, an efficient search experience is essential for users, particularly engineers and procurement specialists, who rely on the website to quickly locate precise product details.
CHALLENGE
How might we optimize SiTime's search to help users quickly find the exact products they need, with clear guidance and secure, reliable results?
Research
Understanding
To thoroughly understand the challenges and opportunities within SiTime’s search functionality, I conducted a comprehensive research process that involved analyzing user behavior, evaluating search performance, and identifying key pain points. This research aimed to uncover the root causes of search inefficiencies and user dissatisfaction, laying the groundwork for a data-driven redesign of the search experience.
Research Methodologies
Heatmap
The heatmap analysis was pivotal in understanding how users interacted with the SiTime website. It revealed that 80% of users engaged only with the first portion of the website, underscoring the critical importance of optimizing this high-visibility area. More notably, the search bar emerged as the second most-clicked element on the homepage.
Algolia
I conducted an in-depth investigation into Algolia’s search engine performance, discovering that 40% of user searches resulted in failure. The primary issues included missing Product Detail Pages (PDPs), unindexed products, and misconfigurations in the database that prevented part numbers from appearing in search results.
Interviews
I held six user interviews with key personas, including engineers and procurement specialists, to gather insights into their search behavior and frustrations. The interviews revealed a strong need for more precise search results and better filtering options to refine searches based on specific attributes.
Competitor Analysis
I also conducted a competitor analysis, reviewing the search functionalities of eight competing websites. The analysis revealed a common trend of using advanced filters and streamlined categorization, which inspired the introduction of improved filtering and categorization options for SiTime’s search experience.
WHAT WAS REALLY HAPPENING?
Despite knowing that the search bar was one of the most-used features, a big question still loomed: Why were 40% of searches failing?What were users searching for, and why wasn’t the system able to give them the results they needed?
To answer this, I began investigating Algolia, the engine powering SiTime’s search functionality. I started by reviewing months of data on failed searches and quickly realized that these weren’t random failures—there were patterns. After digging through search logs and configurations, I uncovered 3 key reasons why so many searches were failing:
Missing Product Detail Pages
This was the biggest issue, and 62% of these failed searches centered around part numbers. I noticed that users were searching for part numbers like "SIT8008" followed by a string of digits. I kept wondering: Why is this happening? After discussing it with the customer engineering team, I discovered that engineers would download a datasheet, configure a full part number based on their requirements, and then return to our search function to search for that exact part number. But because the corresponding Product Detail Page (PDP) hadn’t been created yet—and wasn’t available in our resources—the Algolia search engine couldn’t display any results.
Cross-Reference Visibility
Some part numbers were in the cross-reference data but weren't showing up in search results. These products existed but were being hidden due to configuration issues within the search. As a result, users were left without access to parts they knew should be available, leading to further frustration.
Unindexed Products
Certain part numbers weren’t being properly indexed by Algolia. Essentially, they were falling through the cracks and not appearing in searches, despite being available.
IDENTIFYING THE ROOT CAUSE
As I worked with developers, we discovered the key reason behind Algolia's inability to locate certain part numbers. The initial configuration of the Product Detail Pages (PDPs) was incomplete, and these pages were missing from Algolia’s database. As a result, when users searched for specific part numbers, they couldn’t find them in the results.
DEVELOPING A SOLUTION
Following conversations with the development team, a clear solution emerged: we would leverage our internal search system, similar to Drupal, to search for these part numbers. This approach would allow us to dynamically generate the missing PDPs on the fly using SiTime’s internal infrastructure. By doing this, we could ensure that all full part numbers would be properly indexed, searchable, and visible in the results, resolving the search failure issue for good.
Personas
DESIGN GOALS
What were the main takeaways?
Accessible
SiTime's redesigned search makes it easy for users to find technical products without getting lost in complex filters or jargon, ensuring a smooth search experience for everyone.
Trustworthy
Verified search results and dynamically generated Product Detail Pages (PDPs) ensure users can trust the accuracy and completeness of the information they find.
Intuitive
With smart filters and dynamic suggestions, the search system guides users effortlessly to the right products, reducing the time spent searching and improving overall usability.
Efficient
The search tool is optimized for speed and accuracy and faster results to meet the needs of professionals who require quick, reliable information.
Enhancements
Precision Search for Part Numbers
Customizes the search experience by adding a dedicated part number search dropdown, allowing users to input full part numbers for precise results.
Leverages an internal system to dynamically generate Product Detail Pages (PDPs) on the fly, ensuring users always receive up-to-date and accurate product information.
Introduces validation messaging to guide users when part numbers are invalid:
For partially invalid part numbers, users are directed to the PDP page with an error message indicating the need for validation.
For keyword searches in the part number field or fully invalid part numbers, an error message provides guidance, helping users refine their search to locate relevant results.
Streamlined Interface and Customization
Optimizes the entire search interface by removing unnecessary buttons and sections to improve usability.
Introduces clearly defined product categories on the right side of the interface, helping users navigate easily and refine their searches more effectively.
Ensures that the filters provided are relevant and appropriate, allowing users to customize their search experience for more accurate results.
Guided Search with No Results Support
Enhances the “no results” experience by providing users with clear, actionable guidance on refining their search queries or adjusting filters.
Helps users discover alternative products and options when their initial search fails, reducing frustration and improving satisfaction.
Optimized Dropdown Design
Revamps the design of the search dropdown to offer a cleaner, more intuitive interface.
Focuses on improving usability by ensuring the dropdown is functional, easy to navigate, and supports a better overall search experience.
