Elastic: Quickly Navigating Search Results and Building Trust

About the Organization:

Elastic is an open source software stack based in Mountain View, CA. They specialize in reliably and securely taking data from any source and making it usable in many different ways.

About the Design:

Elastic provides current and prospective customers with a comprehensive list of use cases on their website.

The list is comprised of many notable organizations such as Dell, Netflix, and Symantec. Use cases are either presented in video or text format, which introduce various ways the products can be utilized to benefit an organization.

What Works:

I observed that the use cases webpage approaches learnability very well. Learnability is important to a website’s usability because this allows visitors to quickly understand how to utilize a website to its fullest capabilities.

Upon my initial visit, the clear language allowed me to easily understand the intention of the webpage. In addition, the straightforward and limited amount of buttons made it
easy to quickly understand the actions available to me and the outcome of those actions.

The introductory text clearly describes the intention of the webpage as providing visitor’s a better understanding of Elastic’s capabilities.

Elastic 1

Elastic’s use cases webpage.

Below the introductory text the webpage displays two dropdown lists. The first, titled Use Case, presents the option to filter by type of use case such as Business Analytics, Enterprise Search, or Security Analytics. The second, titled Industry, presents the option to filter by type of industry such as Government, Retail, or Telecommunications.


Both dropdown lists are clearly labeled and adjacent to downward facing arrows. This design decision prepared me for the available options beneath each title before I clicked. The downward facing arrows informed me where to click and focus my attention before options appeared.

The webpage introduces thumbnails of use cases beneath the two dropdown lists. Each thumbnail includes an organization’s logo, an organization’s name, and a brief statement describing how Elastic was utilized. The bottom of each thumbnail includes links either reading Watch Now or Learn More. Watch Now indicates a use case prepared in video format and Learn More indicates a format other than video.

Watch and Learn

The clear and concise labeling of each section allowed me to navigate the webpage with ease. The design guided me to expect certain outcomes and all of my expectations were met.

Needs Improvement:

Elastic’s use case thumbnails provide visitors the opportunity to learn how notable organizations successfully utilized Elastic’s products. Thumbnails are not presented in a clear pattern; and therefore, Elastic will benefit from an adjustment in their design. I believe this design decision would be elevated by presenting thumbnails in alphabetical order.

Elastic Search

Thumbnails are not organized in a clear pattern.

The lack of pattern is true when scanning use case thumbnails without a goal and when searching for a use case and/or industry through the two dropdown lists. To elevate this design decision, I would arrange thumbnails in alphabetical order with the intention of encouraging more (and maybe less computer literate) users to want to learn how to utilize Elastic’s products.

Arranging use cases in alphabetical order would allow visitors to easily locate a company they are familiar with that has successfully worked with Elastic. For example, let us say a visitor enjoys using Symantec’s products and feels confident in Symantec’s products. If this visitor can easily locate Symantec’s thumbnail on Elastic’s use cases webpage then existing trust for Symantec will be absorbed by Elastic.


Arranging items in alphabetical order helps visitors quickly find specific items.


“I am impressed by Company B Application Search’s products and trust their judgement. Maybe Elastic can benefit me too!” – Fictitious Website Visitor

The usability of Elastic’s use cases webpage is top-quality. But, presenting use cases thumbnails in alphabetical order would help apprehensive organizations quickly search for other organizations they currently trust.


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