Product filtering redesigned

Screenshot of a mobile phone screen showing a product filtering interface with a green header, white body, and various filter options for categories and brands.

Executive summary

The original product filters at Dr. Max were hidden, confusing, and unusable, especially on mobile. Accessible controls were absent, and the experience slowed customers down instead of helping them. By redesigning the filters with our design system and an accessibility-first mindset, we achieved a 90% accessibility score, faster time-to-market, and significantly improved usability ratings. Close collaboration with developers, usability testing, and further HotJar surveys confirmed that the new filters are intuitive and efficient.

The problem we faced

Before the redesign, filters were nearly invisible to users. On desktop they were complex and hard to navigate, and on mobile they simply didn’t work as expected.

Accessibility issues made them unusable for people with disabilities. This created friction in product discovery and hurt the overall shopping experience.

Our approach

We started with an accessibility-first mindset, redesigning filters through the lens of usability and inclusivity. Using our design system, we quickly iterated through multiple variations and moved to high-fidelity prototypes.

We validated designs with internal usability testing and remote prototype reviews, collecting actionable feedback. To guide decisions, we combined Baymard best practices with our team’s expertise. Throughout development, we worked hand-in-hand with developers, running multiple UAT cycles to refine the experience and ensure quality before launch.

Key improvements and outcomes

Accessibility was our first major win. Audits confirmed a 90% score with only minor adjustments needed for full compliance. Testers highlighted that the new filters were “structured,” “nicely designed,” and “a giant leap forward compared to the original.” Customer feedback backed this up. Hotjar surveys showed filters were now easier to find and more intuitive to use. Users reported that the process felt faster and more efficient. Using the design system accelerated both design and development. Reusable components let us move from prototype to implementation much faster, while ensuring consistency and accessibility across the board.

Beyond our efforts

We learned that great usability isn’t just about design. It also depends on the quality of product data and content. While the new filters perform well, we identified gaps in product data that still affect the overall usability. These are now part of our ongoing optimization efforts.