mediumScenarioDesignMidSenior
Where would you start if you were handed a retailer's search and told to improve it?
4 min readUpdated 2026-08-15
Answer
Short answer
With the zero-result queries, sorted by volume. Each one is a customer stating exactly what they wanted and being refused, the causes are mundane and fixable, and it is the only part of relevance work where you know for certain the current behaviour is wrong.
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- How do you tell a synonym problem from a spelling problem?
- Ranking has no correct answer. How do you decide a change was an improvement?
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