G2 Search Experience
Guiding software buyers on G2 with a smarter AI-personalized search experience
Timeline
Summer 2025
Role
Sole Product Designer
Tools
Figma, Figma Make, Usertesting.com, Amplitude
‍
With
Mentored by:
Allison Horrell
Aryn Silverberg
Overview
What is G2?
G2 is the world’s largest and most trusted software marketplace, with over 3 million verified software reviews. Buyers use G2 to discover and compare B2B software, while sellers use G2 to connect with buyers and accelerate growth.
The Challenge
Software search in an era of generative search
Having grown through SEO, G2 is now prioritizing AI-first features to deliver a better buyer experience and increase engagement with G2 AI. My project focused on redesigning the site search experience to support these objectives.
Outcomes
My impact at glance
3 MVP feature designs shipped during internship
+ 78% buyer engagement with G2 AI
+ 8.5% buyer conversion on search result pages
(Site metrics 2 weeks post-launch)
‍
Full search result page redesign (launch by end of FY26)
+ 80% tester conversion in usability testing

Defined AI interaction patterns used throughout G2.com
Problem
Software buyers struggle to find relevant products searching on G2.com, leading to low engagement and lost potential buyer intent data for software sellers on G2.
Original Search Page
An outdated search results page and flow optimized for SEO, not software buyer needs
Discovery 
Key Insights about buyer behavior from site metrics, usability testing, and stakeholder interviews 
To understand the software buying process from the buyer’s perspective, I analyzed site events in Amplitude, interviewed G2’s buyer team PMs, and ran unmoderated usability tests of the current search with real software buyers.
Yet...
On the bright side...
Opportunity
As expectations shift from SEO-driven results to generative AI, a key business goal is to integrate AI-powered features across the site to increase user engagement with G2 AI.
Ideation
Leading a team brainstorm to translate buyer pain points into opportunities
I presented my discovery work to 10 engineering and design stakeholders on the G2 Buyer experience team, and together we brainstormed and voted on opportunities from my insights.
Low Fidelity Explorations 
Exploring different opportunities and flows for a smoother search experience
I created lofi flows and wireframes exploring the 3 opportunity spaces from the brainstorm.
Designing & Iterating
How far can a search results page be personalized to real buyer needs?
After showcasing my explorations to the design team, I focused in on the search results page, as that was where we were seeing high drop-off without buyer conversion and low usage of current page features, such as the filters.

I focused on designing SRP features to:
  • Collect specific buyer needs earlier
  • Display results and information tailored to buyer expressed needs
  • Create entry points to G2 AI if buyers are not seeing what they need (to keep buyers on G2.com)
(Some design iterations/features that didn't make the cut & why ) ▼
Usability Testing  
How did real software buyers feel about this AI-driven search and filter experience?
I built a live code prototype of my search results page design and interactions with Figma Make and ran a usability test with 5 testers that fit our buyer persona on Usertesting.com.
Findings from real software buyers
Buyers are far more likely to convert on top search results when they are shown personalized and relevant product results.
Buyers can easily understand AI features such as contextual chips or prompting and are trusting of AI powered results.
One buyer found the lack of traditional filters confusing, and would've appreciated having them available with the AI features.
Full Design 
Finishing touches after testing insights...
I reframed the prompt-to-filter feature as a “Search Assistant” to better communicate its purpose, while also reintroducing traditional filters for buyers who prefer familiar search patterns.
MVP Implementation  
Shipping 3 MVP feature designs with engineers, driving 78% increase in G2 AI engagement
I created 3 MVP handoff files with specs for engineers on my team to implement during my internship (huge shoutout to my team for getting these out so fast), and conducted my first design QAs!
Reflection
Hearing from end users, engineers, and startup culture
Value of User Insight:
Hearing from end users was essential, especially for a product I’m not the target audience for. Their input shaped my most relevant and impactful design decisions.
Keeping the team involved:
Involving engineers early in the process ensured that design ideas were technically feasible and gave me a clearer understanding of what was possible!
Learning in a High-Growth Environment:
At a fast-paced tech unicorn, I enjoyed greater ownership, exposure to real user and customer data, and the dynamic energy of startup culture.
Thank you to...  
The G2 PXD Team!
I’m so grateful to the G2 product designers for their mentorship and thoughtful feedback throughout my summer. They created a space where I not only grew as a designer and also as a person and a creative beyond PXD work.
Thank you to... 
My fellow G2 Interns!
I learned so much from the other G2 interns' drive, energy, and kindness, and I'm excited to see everything they accomplish in the future :)