How can Zulily improve its mobile app search functionality to help customers find deals faster?

Introduction

Improving Zulily's mobile app search functionality to help customers find deals faster is a critical challenge that directly impacts user satisfaction, engagement, and ultimately, the company's bottom line. As we dive into this problem, we'll explore user behavior, pain points, and innovative solutions to enhance the search experience. Let's begin by clarifying some key aspects of the current situation.

Step 1

Clarifying Questions (5 mins)

• Looking at Zulily's business model, I'm thinking about the unique challenges of flash sales and limited-time deals. Could you help me understand how frequently the product catalog changes and how this impacts the search functionality?

Why it matters: Determines the complexity of keeping search results relevant and up-to-date Expected answer: Product catalog changes daily with new deals Impact on approach: Would focus on real-time indexing and dynamic search algorithms

• Considering user behavior, I'm curious about the balance between browsing and searching. What percentage of users typically start their shopping journey with a search query versus browsing categories?

Why it matters: Helps prioritize search improvements versus category navigation enhancements Expected answer: 60% of users start with search, 40% with browsing Impact on approach: Would emphasize search optimization but not neglect category structure

• Thinking about Zulily's position in the market, I'm wondering about the primary value proposition for users. Is it more about discovering unique items or finding the best deals on known brands?

Why it matters: Influences the focus of search results presentation and filtering options Expected answer: Mix of both, with slightly more emphasis on unique discoveries Impact on approach: Would design search to balance showcasing new, unique items with easy access to deals on popular brands

• Considering the company's goals, I'm curious about the key metrics driving this improvement initiative. Are we primarily looking to increase conversion rates, average order value, or user retention?

Why it matters: Aligns solution with broader business objectives Expected answer: Primary focus on increasing conversion rates, secondary on user retention Impact on approach: Would prioritize features that quickly connect users with relevant, purchasable items