Search versus Navigation: Which is better?

‘Why do we not have just a search bar instead of making the user navigate/browse through a long list to find something in the app?’

Well before we jump to answering this question, let us understand the difference in the use of each of the forms of discovery

When is search for an effective form of discovery?

Search is effective if the customer exhibits the following behavior for a product.

• When the customer knows the specifications of the products that they are looking for – to the extent that they know the exact name of the products.
• Search is used when the customer in the late stage of their buying cycle to the extent of buying the product.
• Search is used by customers who come up with a variety of needs. i.e. they want to guide their own navigation in the app. For example, move from one category to another as per choice.
• Search is used when the navigation is broken i.e. UX is complex or has too many steps.

When is navigation an effective form of discovery?

• When users are not aware of their exact need and are in an exploratory mode.
• Navigation is used by customers in their early stages of the buying cycle, i.e. they are aware of their needs and needs consideration before buying.
• Navigation is used by customers mostly to compare alternatives before making a purchase choice.
• Navigation is used by customers when the products are seasonal.
• Navigation is often use-full when we want the customer to go through a set of steps.

How do we then decide between search and navigation?

The choice of discovery for an app depends on multiple aspects as below:

• The products sold via the app – In case the products are standardized and well known among the amass, search becomes a preferred option. For an app that brings in new products into the market, navigation becomes a more preferred mode.
• The quantum of the products sold in the app – In the case of larger companies where the assortment becomes too big, navigation fails as it prevents discovery due to multiple steps and scrolls. Filters, etc help refine the navigation, but still, it becomes easier for people to search as compared to navigate.
• The quality of the search engine or Navigation UI – For cases, where the search is not so effective (maybe because of non-standardized products, or technology barrier), the choice of the mode becomes evident and is applicable vice versa.
• Stage of the company – If the company is new in the market, the preference is provided to navigation to help customers explore the app and understand the product offerings.

Can we then shun away with a specific discovery mode?

It is very difficult to say, as there is always going to be a mix of both types of customers. What needs to be decided is the level of emphasis that is to be provided to either search or browsing. This is directly correlated to the behavior the user exhibits while buying the product. For example, in a grocery app, a customer tends to search for items such as detergents, shampoo as compared to vegetables where the customer tends to browse through the products before making a buying decision. The reasons are the same as discussed previously.

 Depending on the above factors, one needs to decide on the choice of discovery.