An easy search

Designing a domain search for non-technical, first-time buyers required simplifying the process and reducing complexity. We focused on user needs to create an easy, intuitive search that led users quickly to their desired domains.

Project Overview

We redesigned the search functionality for domain buyers, focusing on simplifying the process for first-time users. Domains, especially those on the secondary market, are a somewhat abstract product and can be complex to navigate. However, analytics revealed that most buyers were non-professionals—users with a specific domain or category in mind for personal or business purposes.

Design Strategy

Our goal was to make the search process as intuitive as possible:

Reduced complexity: We simplified the interface by minimizing metadata and moving advanced filters off-screen to reduce unnecessary decision-making.
Transparent search experience: Users could see how many results their search yielded, along with tips to adjust queries if too many or too few results appeared.
Clear filter design: We displayed active filters visually, so users understood how they were refining their search.

User Engagement

To better align with user needs, we conducted interviews at fairs with both users and stakeholders. Their feedback was crucial in refining the search, allowing us to improve clarity and usability while also supporting our business goals.

Results & Rollback

Despite a suboptimal rollout plan that required a quick rollback, initial feedback and user engagement were promising. Users easily understood interface elements like filters and purchasing options, showing the design’s effectiveness in simplifying the search process.