Project: Tyson Brand Site Search

Component | 2024 | Role: UX Designer

Full process at a glance click any process to scroll to process section

Goals

Discovery

Insights

Delivery

🎯 Business Goal 🎯

Enable customers to discover products and recipes through a unified and category specific search experience, increasing engagement, and leveraging AEM’s content structure.

Discovery

Discovery was conducted collaboratively across multiple workstreams, including product, recipe, content, and engineering teams. Inputs were gathered iteratively as tagging strategies, backend capabilities, and content readiness evolved in parallel.

Content Teams
 Understanding the existing landscape of product and recipe content. This included existing libraries along with upcoming product launches and how metadata was being categorized and tagged.

Engineering
 Understand backend capabilities with regards to indexing different content types and performance considerations.

Competitive audit
 Focused on how other large B2C brand sites handle the search components for global and scope. Then compared some SaaS search functionalities to get an overall better understanding of different outcomes and possibilities.

Insights Informing Redesign

Insights from the discovery phase revealed our main focus was to engage users into discovering products to purchase. Global search is exploratory and broad, while scoped searches on product or recipe pages are high-intent and focused. Products in global would be prioritized over recipes. There was a need for search but project timeline constraints pushed for MVP to focus on intent and relevance instead of advanced features. Indexing would focus on already established product/recipe taxonomy.

The user flows was structured around key decision points:

  • Did the user select a suggestion?

  • Are results available?

  • Clear recovery paths

Delivery