Project Summary

Background

The search result page was the highest revenue contributor on MapQuest.com before Google launched the smart pricing program for publishers. After the launch of the new smart pricing algorithm, MapQuest search page suffered a tremendous revenue decline. MapQuest saw this as an opportunity to improve the layout of this page and put user experience as top priority and at the same time, maintaining the revenue level as much as possible.

The Process

Analyzing the Old MapQuest Search

Redesigning the search feature of MapQuest.com was a critical and significant project that demands careful attention. This was not only due to its integration across MapQuest.com website but also because it contributed the highest revenue, allowing for minimal margin of error.

I integrated the User-Centered Design (UCD) process into MapQuest’s 2-week sprint agile methodology.

In the first week, I performed a quick heuristic evaluation and teamed up with the product manager to analyze the task flows of the page to understand users’ typical search behavior for businesses. Following that, I collaborated with the Analytics team to collect data on the abandonment rate and identify where users were leaving the site. Based on these insights, we developed a theory that users might be clicking on Google ads instead of the actual search results.

To confirm the hypothesis and understand the reasons behind user behavior, I conducted usability testing sessions. In these sessions, we closely observed how users performed local searches on MapQuest.com, paying attention to any challenges or failures.

Initial Findings

The usability testing sessions revealed the following key issues with the MapQuest search:

• The search page was overly monetized with numerous advertising placements, obscuring the actual search result listing.
• Google advertising listings were perceived as more relevant than the actual search results, leading to many “accidental” clicks.
• Users mistakenly thought that the advertising placement on the right pane was part of the search result, resulting in more “accidental” clicks.

We also discovered additional usability issues contributed to low engagement with the edit and refine search features:

• The title of the search result and the refine search feature were not easily discoverable.
• Extra clicks were required to refine search results.
• The page had double scroll bars, causing confusion among users—one served the page length, and the other scrolled through the search result content.
• Users believed that MapQuest could only find 5 businesses in every search.
• Users didn’t consider using the “Map” button because the map was already visible. They didn’t realize that the “Map” button was intended for getting directions.

The Design Process

In the second week of the sprint, I applied insights gathered from usability testing sessions conducted the previous week.

Here’s my step-by-step process for redesigning MapQuest Search:

1. Started with a blank canvas, maintaining the header and footer.
2. Removed all advertisements, leaving the search result content on the page.
3. Reduced the number of columns from three to two, allocating 50% space each for search results and the map.
4. Moved the search field to the top, adopting a sentence formation approach instead of the traditional Label – Field combination, and doubled its function as the search results title.
5. Incorporated the Refine Search feature at the top as part of the search form.
6. Removed the scrollbar in the search result pane.
7. Added advertisement spots back to the page, ensuring all contents were above the fold.

Reducing ad spots from thirteen to four requires finding a balance between user experience and business goals to minimize potential revenue loss. I collaborated with the Product Manager to explore less intrusive revenue sources for the page and discussed the number of advertising spaces to avoid distractions and accidental clicks. Engaging with senior leadership, we determined an acceptable level of “revenue loss” that wouldn’t negatively impact the company.

After receiving approval and support from senior leadership, we proceeded to create an interactive prototype and conducted usability testing sessions. The results showed that with a cleaner page and a single scroll bar, users performed tasks more efficiently:

• Users quickly found the search field and smoothly edited and refined their searches.
• The cleaner search result listing made it easier for users to scan the content.
• Users immediately understood where to click to get directions.
• The fluid layout allowed the map to enlarge with higher screen resolution.
• Users easily grasped the concept of scrolling to see more search results below the fold.
• While users appreciated the ability to refine the search right away, they preferred the refine search section to be visible only when needed.

The Result

After the redesign, MapQuest Search immediately showed a significant improvement within days of its launch. Here are the key performance metrics provided by the Analytics team:

1. Making the search result title more prominent and editable right away increased user engagement to edit their search by over 350%.
2. The search filters are now easier to access, and users can collapse them at any time. This led to a 10% increase in the usage of the refining search feature.
3. With a cleaner organization of the search result listings, user interaction with “Get Map” and “Get Directions” increased by 10%.
4. With advertisement spots drastically reduced from thirteen to four, we were able to contain the revenue loss to only 11%.