HOUZZ PRO PROFILE - CONTEXTUAL SEARCH
Leveraging Search for Relevant Pro Connections
Background
Addressing the challenge of connecting homeowners with the right Pro based on their specific project needs, this project implemented an aggressive search-driven approach on profile pages to surface relevant photos and reviews more effectively, especially for organic traffic.
My Role
The product designer and the owner of this project. Collaborated with cross platform product managers, other product designers, engineers, and data analytics.
BUSINESS PROBLEM
Homeowners Struggle to Find Relevant Projects
Homeowners landing on a pro profile struggle to review professionals’ projects. Almost none of them are using the search, leading to a high bounce rate because they can’t find what they need, even though the information might be available.
~214k
weekly Pro Profile uniques
0.7%
perform a Search from the Profile page.
~15%
of unique Profile users engage with a Project page
THE SOLUTION
Search-Powered Project Exploration
This solution implements an intent-driven search directly on Pro profiles, allowing homeowners to quickly find relevant project photos and reviews based on their specific needs, aiming to improve engagement and reduce bounce rates.
THE GOAL
Adoption & Engagement
Increase engagement rate with Intent Module & results page after search
Increase weekly Pro Profile uniques completed search from 0.7% to 10%
>50% engagement rate with relevant content for users that perform a successful search.
Design Explorations
The results page contained all the relevant content based on the user’s search: for example, “Kitchen design” from various projects, reviews, etc.
RESULTS
Outcomes & Learnings
We learned that users weren't using the suggested pills, but were performing searches with their own queries. However, an important learning was that it gave users context and an idea about what they could search.
-5%
Bounce Rate for Search Sessions
10%
Increase weekly Pro Profile uniques completed search to 10%