Introduction
The platform is a global B2B diamond trading system that combines a digital marketplace with real-time analytics tools.
Users: Buyers
- Search, compare, and purchase diamonds.
- Use real-time data to analyze pricing and market trends.
(Suppliers also use the platform, but their core activities happen on other pages.)
Goal
- Quickly find and evaluate diamonds.
- Access inventory results without friction.
- Rely on market data when needed, but not as a blocker.
Pain Point
- Graphs before results slowed users down.
- Buyers had to scroll past analytics before reaching diamonds.
- Created cognitive overload & disrupted the main task.
My challenge was to redesign the search results page- the core touchpoint for buyers- to make it more efficient and user-focused, without losing the value of data.
Problem
When I joined, the search results page first displayed graphs and analytics (average prices, supply and demand trends). Only after scrolling down could users access the actual diamonds.
In user interviews, a recurring frustration emerged:
“I just want to see the diamonds- the graphs get in the way.”
From a cognitive psychology perspective, this created cognitive overload: non-essential information was interrupting the core task.
Before the redesign:
Solution
01
Placed search results at the top of the page.
02
Moved analytics into a collapsible side drawer→ always available, but not disruptive.
03
Simplified charts to only the most relevant data.
04
Added a teaser banner for non-data subscribers
→ encouraging upgrades.
Before
Search value reminder
Average market prices
Price Analysis Over Time
(Below are 2 more graphs of supply and demand over time)
After
Search value reminder
Search results
Data side drawer
Open drawer
Results (Mixpanel)
1. Engagement
Users clicking on a diamond: increased from 23% → 33% (+44% relative).
2. Efficiency
Time to open additional info: dropped from 1.4 → 1.2 min (14% faster).
Secondary info click: dropped from 33 → 27 sec (18% faster).
Quick-view images: dropped from 3.6 → 1 min (72% faster).
3. Data usage
Timeframe change in charts: increased from 0.3% → 3.1% (10x higher).
4. Retention
For buyers: remained relatively stable (92.6% before vs. 89.9% after)
- within expected seasonal variance.
23%
33%
Percentage of users who continued to the next action on the results page
Key Takeaways
- Improved UX: higher engagement, faster task completion.
- Data accessibility improved: usage of data features increased significantly.
- Transparency: retention remained stable, but overall impact was positive.
- Validated UX principle: put the core task first (the diamonds), and use progressive disclosure for data.