P&O Cruises
Filter Redesign Test
We hypothesise that by redesigning the filters to account for best practice design principles and user behaviour data, we will be able to increase usage of the filters and thereby improve the filtering experience for users.
Strategy
Quantitative data:
23.8% of users (8,964 pm) use the filters on the Search Page and 14.9% of visitors (5,605 pm) use the search on the Search page
Hypothesis
IF we standardise the formatting of the filter section
THEN more users will use the filters
BECAUSE they will be able to clearly see what filter, sort and search options are available
The problem
Users are not fully engaging with the filter section because it is inconsistently formatted leaving many users confused about the breadth of their filter options.
The proposed change/s
Standardise the format of the filter, search and sort options.
Leave main filters exposed on Desktop.
Re-order the filters based on popularity.
Competitor research
Popular search filters are surfaced as buttons underneath.
Less popular filters are available as drop-downs on the right side.
Primary filters (i.e. Destination, Departure Port and Date) are presented in the top section.
Main filters presented horizontally as drop-downs.
Additional filter options presented as checkboxes underneath.
