The search functionality on Hrvatski Telekom's (part of Deutsche Telekom) website was outdated, primarily relying on plain text without any structured organization or visual aids. This outdated experience hinders users from quickly finding the information they need, resulting in frustration and inefficiency for both external users (direct customers) and internal users (sales and customer support employees).

The main issues identified include:

Poor information organization.

Lack of visual elements, making it difficult for users to differentiate between various types of content.

No easy way to filter or categorize results.

Inefficient load times and non-responsive design, particularly on mobile devices.

In order to ensure the new search flow would meet modern usability standards, I conducted an experience analysis, which followed a structure similar to a SWOT analysis. This helped identify both the strengths and weaknesses of the current search flow. In addition, a competitor analysis was performed, focusing on telecom companies and other industries that excel in providing high-feature, high-user-experience search functionalities. By analyzing competitors with superior search flows, I was able to gather valuable insights on best practices and  design strategies, such as visual organization, result filtering, and predictive search, which informed the improvements made to Hrvatski Telekom’s search experience.  

The new search results page for Hrvatski Telekom displays a clean and organized interface that sorts results into distinct categories. At the top, users can see their search term (e.g., "iPhone 12"), followed by multiple tabs for filtering results by category. Each device result includes a product image, key specs, pricing, and the option to change the tariff or view more details. Below the device results, sections for Support and Promotions provide text-based links to relevant articles, tips, and offers, while the Media News section showcases the latest news articles related to the search term. This combination of visual and textual information helps users quickly navigate and find what they need, improving both the efficiency and overall user experience.