Yandex Market —
Filters Redesign

Context

Yandex Market is one of the leading marketplaces in Russia, with over 18M active users.

My role

Product Designer.

I owned the design process end to end: problem framing, research synthesis, concept development, experimentation, and collaboration with product, research, and engineering teams.

Original filters with a Black Friday promotion

Promo-banner

These filters were manually ranked by managers, without taking into account the user’s actual behavior.

Task

My hypothesis was that increasing filter usage would directly impact conversion to purchase.

The task was to redesign the filter experience in a way that:

encouraged more users to engage with filters;
increased relevance of filters to user intent;
supported different business and category goals;
and aligned with the evolving visual design of the platform.

Key decisions

I analysed existing research and user interviews and discovered that users did rely on filters, but often found them irrelevant to their specific search context.

Working closely with engineers, I identified an opportunity to dynamically rotate filters based on user intent.

For example:

when searching for a smartphone, users primarily need technical specifications,
when browsing dresses, style, colour, and fit become more important.

While I was designing the updated filter UI to match the new Market design system, the Product Owner began early experiments with filter rotation. The first A/B tests immediately showed an increase in both filter usage and purchases, validating the approach.

Research insights and smartphone filter examples

Research insights and dress filter examples

Before finalising the redesign, I aligned with key stakeholders to understand their goals for filters — including promotions, advertising, and category-specific needs.

I designed the system with scalability in mind and added tools that allowed filters to support these different use cases without compromising usability.

Impact

Filter usage increased from 4% to 18% within the first weeks after launch.
The redesigned filters contributed +2% GMV growth.
Filters became a more relevant, flexible, and scalable tool for both users and the business.