Santander Bank: Streamlining search experience with Squiz DXP





Overview

As a Senior Product Designer, I led a transformative project at Santander Bank, where we aimed to overhaul the user search experience on their digital platforms. Partnering with a skilled team of engineers and leveraging the capabilities of Squiz's Funnelback tool, we developed a sophisticated search concierge. This tool was designed to help users find critical information quickly and efficiently, using metadata to autofill search queries letter by letter. By incorporating advanced categorisation within the search module, we enabled users to often bypass the traditional Search Engine Results Page (SERP) altogether. Additionally, I spearheaded the design and implementation of an advanced filter section for the SERP, addressing the previous lack of filtering options.









Problem Statements

• Inefficient Search Experience: The existing search functionality on Santander’s platforms was basic and often inefficient. Users frequently struggled to find relevant information quickly, leading to frustration and increased reliance on customer service channels. The lack of intuitive search suggestions and a clear categorisation system made the process cumbersome, especially for users unfamiliar with banking terminology.
• Minimal Filtering Options on the SERP: The previous SERP offered minimal filtering options, resulting in users being overwhelmed with irrelevant search results. Without the ability to refine searches effectively, users often had to sift through large volumes of data, leading to a poor user experience and high exit rates.
• High Dependence on SERP: Users were often forced to rely heavily on the SERP to locate information, which was not always optimised for user needs. This added unnecessary steps to the user journey, contributing to longer task completion times and lower satisfaction levels.











Our Approach

1. Implementing the Search Concierge with Funnelback

The primary focus of this project was to create a search concierge that utilised Squiz’s Funnelback tool to revolutionise how users interacted with the search function. By employing metadata to autofill search queries letter by letter, we aimed to anticipate user needs and streamline the search process.



Key Changes:

• Metadata-Driven Autofill: The search concierge was designed to autofill search terms dynamically as users typed, drawing on a rich metadata repository. This helped users find what they were looking for with minimal input, reducing cognitive load.
• Advanced Categorisation: We introduced sophisticated categorisation within the search module, allowing users to see relevant categories as they typed. This enabled many users to bypass the SERP altogether, accessing the information they needed directly from the search suggestions.
• Personalised Search Experience: By analysing user behaviour and previous searches, the concierge offered personalised search suggestions, further enhancing the user experience.



2. Redesigning the SERP with Advanced Filters

Understanding that some users would still require the SERP, we focused on redesigning this page to include advanced filtering options. The goal was to empower users to refine their search results quickly and efficiently, ensuring that the most relevant information was surfaced.



Key Changes:

• Comprehensive Filter Options: I designed and implemented an advanced filter section that allowed users to refine their search results based on various criteria such as product type, date, relevance, and customer reviews.
• User-Friendly Interface: The filter section was designed to be intuitive, with clear labels and easily adjustable sliders and checkboxes, making it accessible to all users, regardless of their technical proficiency.
• Real-Time Filtering: As users adjusted their filters, the search results updated in real-time, providing immediate feedback and ensuring that users could see the impact of their changes without any delay.



3. Integration with Santander’s Digital Ecosystem

To ensure a seamless experience, the new search concierge and enhanced SERP were fully integrated into Santander’s existing digital ecosystem. This included mobile apps, online banking portals, and customer service tools, ensuring a consistent and reliable search experience across all touchpoints.



Key Changes:

• Cross-Platform Consistency: The search concierge and SERP redesign were adapted for both desktop and mobile platforms, ensuring a consistent user experience regardless of the device.
• Enhanced Security: Given the sensitive nature of banking information, we implemented robust security measures to ensure that the search data was handled securely, adhering to Santander’s high standards of data protection.
• Performance Optimisation: We optimised the search functionality to ensure fast load times and minimal latency, providing users with a responsive and efficient search experience.











Results & Impact

The implementation of the search concierge and the advanced SERP filters resulted in significant improvements in user engagement, satisfaction, and overall search efficiency. Here are some key statistics that highlight the success of the project:



• 40% Increase in Search Efficiency: The average time taken by users to find the information they needed was reduced by 40%, thanks to the dynamic autofill and categorisation features of the search concierge.
• 30% Reduction in SERP Dependence: With many users bypassing the SERP entirely due to the effective categorisation and predictive search capabilities, there was a 30% reduction in the number of searches that led to the SERP.
• 25% Increase in User Satisfaction: Post-launch surveys indicated a 25% increase in user satisfaction with the search functionality, with users appreciating the ease of use and speed of finding information.
• 15% Decrease in Customer Service Inquiries: The improved search experience led to a 15% decrease in customer service inquiries related to difficulty in finding information, freeing up resources and reducing operational costs.
• 50% Faster Task Completion Time on SERP: Users who still accessed the SERP experienced a 50% faster task completion time due to the advanced filtering options, allowing them to locate relevant information quickly.

















Conclusion

The redesign of Santander Bank’s search functionality, through the implementation of Squiz’s Funnelback tool and the creation of an advanced filter section for the SERP, significantly enhanced the user experience. By reducing the dependence on the SERP and providing a more intuitive and personalised search process, we were able to improve efficiency, satisfaction, and overall engagement across Santander’s digital platforms.