Search And Sensibilty Four Tales Of Search
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Transcript of Search And Sensibilty Four Tales Of Search
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Search & Sensibility
Four tales of searchSept 2008
Louisa CameronSenior Experience Architect, USiT
News Digital Media
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Search is unique, depending on the context
“… a widespread and mistaken perception that search is little more than a white search box adorned with the occasional appealing graphics”
Marc Quantrill
Source: MAD Technology Weekly UK, Aug 2008
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Searchers have different needs
“When I find an article I like, I find myself clicking through all the related stuff”
“It’s not like I’m looking for a job, but if something better comes along…”
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It is important to understand behaviour patterns
“After asking thousands of people to think about how they search, only one thing has been consistent in our findings. People don’t really know.”
Source: Google Eye Tracking report, Enquiro, Eyetools and Did-It, July 2005
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Job seeker personas
1. Career basedLooking for dream job.
2. Change basedSeeking work-life balance.
3. Needs basedReturn to work mother looking for local job.
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Behaviour patterns of job seekers
1. Not brand loyal2. Search using set criteria3. Search every 3 days when active4. Need to refine within results5. Look at 5 or 6 pages of results
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1. Job seekers are not brand loyal
• For general search, people probably use same search engine every time they search
• There is an argument for designing similar to competitors to create a consistent experience
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2. Job seekers search using a set of criteria
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Is advanced search necessary?
"Advanced search is the ugly child of interface design - always included, but never loved."
Stephen Turbek
Source: Boxes and Arrows, Jan 2008
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Is advanced search necessary?
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3. Job seekers refine within results
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3. Job seekers refine within results
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4. Active job seekers visit every 3 days
• Search on last 3 days• Save search• Show new listings
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5. Job seekers look at 5 or 6 pages of results
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In summary …
“Designers can better cater to what appears to be chaos: make available those capabilities that best support the range of known behaviorpatterns for your target personas”
John Ferrara
Source: Boxes and Arrows, Jan 2008
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1
Angus FraserSenior Experience Architect, USiT
News Digital Media
Local SearchTale 2/4
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Home page Results page
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Interesting details
! Arrangement of fields & buttons
! Helping user’s construct better queries
! Encouraging Discovery
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Placement of search fields
-“What can I do here? I’m not sure what kind of site this is”
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Strong domain conventions
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Conflicting convention
-“… the login fields here are a waste of space”
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The “Search” button
Jakob Nielsen (http://www.useit.com/alertbox/20050509.html)
“Don't use a 'Search' button for parametric search”
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Search
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Improving queries: Auto-suggest
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Improving Queries: Auto-history
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Encouraging discovery
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Going with the flow
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“Short head” with multiple faces
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Guided SearchTale 3/4
Scott BryantSenior Experience Architect, USiT
News Digital Media
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4 key things
1. What do we mean by guided search?2. The car buying process & search3. Features of guided search4. Multi-selection search scenario
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What do we mean by guided search?
• A “Funnel"• More than just facets• Exploratory search• Provides “information
scent”• Predictive of users
previous and next steps
• Navigation paths built on structured data
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98,106 cars online
“right car for you”
(Business goal #1)
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No zero results(Business goal #2)
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What we know about our users
• They don’t know what type of car they want or what their money can buy
• The majority search for used cars, but are after recent models
• Are seeking specific advice
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1.Cars for sale
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2.Car Specifications
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3.Car Values
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4.Dealer Search
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5.Cars for sale –Guided search on mobile
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Features of Guided Search Interface
Guided Search:• Great for people who have an idea what they want
• Option to do a new and used combined search
• Advanced options available, i.e. number of seats, power..
Browse:
• Great for people who are unsure of what they are looking for
• The default will include new and used cars
• Additional options available, i.e. transmission
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ResultsFeaturesIndication of what has been searched. Remove to expand
Research and reviews relevant to your search
Sets of standard expanded refinement dimensions
Secondary set of further refinement dimensions
Information rich summary of results
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Comparing cars & multi-select
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Final thoughts
The challenge for designing for guided search comes down to balancing:
• Users information needs• Constraints/Flexibility of structured data• Context for use (search scenarios)
And keeping a complex system simple
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Chris KhalilSenior Experience Architect, USiT
News Digital Media
Media SearchTale 4/4
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What’s it all about?
1. Homepage is most important page?2. Content Page 3. Using search to feed search4. Anatomy of a Content Page5. Finish
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Traffic – Last Month
Page Impressions: 94,913,965
The home page accounts for less than half of that
that’s a lot of traffic
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From where
Your Site
Search enginesEmail
Instant MessageBlogs
Aggregators
Social Network SitesOther Sites
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Ecology
Pages don’t exist solely in the context of your IA
Search is really good nowadays
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Content Page is the new Homepage
How to drive traffic from search
Using search
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news.com.au Storypage
A cul-de-sac
Interesting content
Limited exit points
Not very contextual
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There’s loads here
New news.com.au Storypage
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Most Related Links
I’ve read enough, offer me somewhere else-News grazer
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What now?
Reward me for getting this far- News hunter
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Contextual LinkingIf you liked that, then you might like this
Other topics
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Body Topic Links
More Topics Click here
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Tell me more…
What’s been going on with Qantas?
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What search thinks of Qantas
Is this most relevant or most articles?
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So, is it working?
Early signs are positive
Significant uplift in PI’s
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The real value of search
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Questions or Suggestions?
• Louisa Cameron – Senior Experience Architect, CareerOne.com.au
• Angus Fraser – Senior Experience Architect, TrueLocal.com.au
• Scott Bryant - Senior Experience Architect, CarsGuide.com.au
• Chris Khalil – Senior Experience Architect, news.com.au