Short case study on search results
Updated: Sep 21
Burberry search results
Burberry website hero image
Search is one of the most important aspects of an e-commerce site that people often underestimate when building their platforms.
I tried different websites to support all the aspects of search functionality, Burberry is one of my favourite brands and I thought it could be a good example to summarise the pros and cons in search design and results.
This is a short case study, that addresses some aspects to search design and results with examples from 2017*.
Previously, I published a couple of articles on search:
Search design: 5 important things you need to consider when designing for search
Search best practices: Why do you need to optimise your search and how to do it
What Burberry does well
Search available on the top right, this is where people expect it to be.
Even though the search field is not following a conventional design, it is clear that it’s a search bar.
The magnifying glass is supported by the word ‘search’. This makes it clear and more accessible.
Plenty of space for a typical query
On click, the search bar expands giving users enough space for a longer query
Burberry search bar
Showing the number of items in the result
The number of results available is displayed. In this example, we can see clearly the 30 results, this gives the user an idea of how long it will take them to go through all the results.
Number of results displayed up front
Extra refinement through filtering and sorting
A filter and a sorting system are provided for more accuracy.
The advanced search is only available after they hit enter which is a good practice.
Burberry’s filtering and sorting system
“When it makes sense, offer advanced search as an option users can link to from the search results page: “Didn’t find what you were looking for? Try advanced search.” Nielsen Norman Group
What Burberry can improve
Need an effective auto-suggest
Burberry offers autosuggestion which is good but it’s not accurate enough. I typed ‘Scar’ and the first result I got is Sandringham.
Error recovery & alternatives
Didn’t offer me alternatives to my incomplete query.
Accurate name convention
The search result didn’t offer a correction to my query. I tried the search again today (July 2019), when I clicked enter after typing the word ‘SCA’, I got only one result for men.
This suggests that work needs to be done in the naming convention of the products displayed.
To Wrap up
I wrote this a couple of years ago but it’s still relevant today. This is a short case study, that addresses some aspects to search design. It doesn’t have all the aspects but enough to give an idea about the major things businesses and brands need to think of.
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Lastly, we created www.idir.co.uk to help people reduce stress and unwind using highly concentrated CBD products. I’m working on our case study and I will share the tips of dealing with e-commerce platforms as soon as I finish it. Stay tuned ;)