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SearchLove Boston 2013_Abby Covert_Search is the Front Door to UX

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  • 1. by: Abby CoverTSearchis the front door toUser Experience
  • 2. everything is complexI intend to because I believefacilitate understandingorganize meaning,create clarity andestablish truthput the whatbefore the howmake the unclear clearinformationarchitectunderstanding isalways good but it isequally important tonot understandclarity is aprerequisite of truthI am anby: Abby Covert & Dan Klynarchitecture framesproblems, design solvesthemsupport goals, makersand users
  • 3. everything is complexI intend to because I believefacilitate understandingorganize meaning,create clarity andestablish truthput the whatbefore the howmake the unclear clearinformationarchitectunderstanding isalways good but it isequally important tonot understandclarity is aprerequisite of truthI am anby: Abby Covert & Dan Klynarchitecture framesproblems, design solvesthemsupport goals, makersand usersToday’sObjective
  • 4. The human brain is marvelously adaptable, that with someexperience one can learn to pick ones way through the mostdisordered or featureless surroundings…There is some value in mystification, labyrinth or surprisein the environment…. first there must be no danger of losingbasic form or orientation, of never coming out.The surprise must occur in the overall framework: theconfusion must be small regions in a visible whole.Furthermore, the labyrinth or mystery must in itself havesome form that can be explored and in time be apprehended.Complete chaos without hint is never pleasurable.(i.e. Even complete chaos can be pleasurable if there are hints along the way and resolution at the end)
  • 5. "...we might saythat almostanyone can, ifattentive, learn tonavigate JerseyCity, but only atthe cost of someeffort anduncertainty."
  • 6. There is noPlace likeHomeUX Lesson #1:
  • 7. There is noPlace likeHomeUX Lesson #1:
  • 8. In search:every pageis a potentialfront door
  • 9. There are Simple Anti patternsto avoid to increaseuser satisfactionUX Lesson #2:
  • 10. Doorsto Avoid
  • 11. “There isno waythroughhere...”
  • 12. Brick wallsonline• Auto Searches in SEM placement that lead to no inventory• Errors and Deadlinks• Inner Pages with little context or primary navigation
  • 13. Avoiding brickWalls• Always ask yourself, what is the next click. If it is not on the site, itis probably a back button.• Avoid SEM placement of queries likely to be null
  • 14. “What the%$#! isthis”
  • 15. UnmatchedExpectationsonline• Sneaky Ad Executions to task based queries• Confusing “on-boarding” materials• When content doesn’t match task context
  • 16. Avoiding $%#!reactions• Don’t over sell the experience in the ad• Understand context, don’t promise what you don’t have• Make sure conversion is well explained and easy to access
  • 17. “DangerWillRobinson”
  • 18. Experiences peopleflee from online• Inappropriate design• Ad overload or interruption• Auto playing of media without request
  • 19. How to get peopleto stay• Avoid interruption except when it gets the user something theywant• Assure there is a hint of what they came looking for in a prominentplace• Avoid auto play media from paid search
  • 20. “Password,Dude?”
  • 21. Rude Bouncersonline• Logins with no way in for new folks• Content locked out to outsiders but teased without ability to getaccess• Unexplained pay walls or app download requests
  • 22. How to get peopleto sign up• Explain the benefits of membership without commitment of emailaddress• Provide a clear scent that signing up will get them what they camefor• Don’t assume they want to be a member just because they landedhere
  • 23. “OMG this isjust a hallof badlylabeleddoors”
  • 24. Experiences peoplefeel lost in• Indexes and Sitemap pages• Content crammed landing pages• Content that is lower priority than ad space
  • 25. How to organize ahallway• Develop better labels and hierarchy through research• Provide clear way-finding to match the user context• Measure the labels you develop over time through analytics
  • 26. Search Result = ExperienceUX Lesson #3:
  • 27. 5 WaysUX & SearchCan workTogether
  • 28. 1. Share yourresearch
  • 29. Lorem ipsum dolor sit amet,c o n s e ct e tu r a d i p is ci n g e li t .Phasellus nec ipsum vel justovarius tempor. Integer conguefeugiat malesuada. Maecenas con2. Kill Lorem ipsum. Aliquamdiam elit, tempor ut pellentesquevel, posue re a lectus. Nullarutrum tortor non dui scelerisquedictum. Curabitur dictum, maurisquis bibendum lacinia, sapien leoconvallis lorem, id dapibus nibh
  • 30. 3. Get to knowyour writers
  • 31. Get to know yourwriters!!!!!!!!!!!!!!!
  • 32. 4. Sell the Process TogetherAlignmentGoal SettingResearchPersonasCollaborative DesignExperience BriefScopinG + PriorityRoadmapingMappingWatch + ListenAwareness, acquisition,conversion, competition,distraction, action andloyalty are all discussedstrategically and tactically.Exercises designed to helpdevelop broad and specificgoals for the experiencebeing designed.Organizational, user andcompetitive researchmethodologies as prescribedfor the experience andaudience being planned forIn order to provide a singlereference point for the teamto understand who is beingdesigned for and why,personas are created andagreed to.Generate ideas about theexperience that could beprovided. This session can bedesigned for businessstakeholders, designers,developers, even potential orcurrent users.A one page explanation of theideas and recommendationscollected and crafted to date.Taking into account research,collaborative design and goalsetting.A workshop where all the ideasfrom the collaborative designsession and elsewhere start onthe table for discussion andend with a distinct go/no aswell as a priority.A document that clearlyoutlines the priorities andefforts behind each phase ofan experience beingdeveloped. Cross channelimplications are also includedto document digital marketingand content strategy needs.Maps and simple picturesthat further convey thematerial in more detail tothe audience intended.A combination of analytics, usertesting and listening is used tomeasure the experience beingdelivered against goals.Abby the IAsProcess
  • 33. 4. Sell the Process TogetherAlignmentGoal SettingResearchPersonasCollaborative DesignExperience BriefScopinG + PriorityRoadmapingMappingWatch + ListenAwareness, acquisition,conversion, competition,distraction, action andloyalty are all discussedstrategically and tactically.Exercises designed to helpdevelop broad and specificgoals for the experiencebeing designed.Organizational, user andcompetitive researchmethodologies as prescribedfor the experience andaudience being planned forIn order to provide a singlereference point for the teamto understand who is beingdesigned for and why,personas are created andagreed to.Generate ideas about theexperience that could beprovided. This session can bedesigned for businessstakeholders, designers,developers, even potential orcurrent users.A one page explanation of theideas and recommendationscollected and crafted to date.Taking into account research,collaborative design and goalsetting.A workshop where all the ideasfrom the collaborative designsession and elsewhere start onthe table for discussion andend with a distinct go/no aswell as a priority.A document that clearlyoutlines the priorities andefforts behind each phase ofan experience beingdeveloped. Cross channelimplications are also includedto document digital marketingand content strategy needs.Maps and simple picturesthat further convey thematerial in more detail tothe audience intended.A combination of analytics, usertesting and listening is used tomeasure the experience beingdelivered against goals.Abby the IAsProcessHint:THis iswhere Ineed you
  • 34. 5. Click the$%#!ing links
  • 35. Quality Assuranceis a Group SportIf somethingfeels off, itprobably is
  • 36. Key Take Aways• We must understand search and result togetherto best meet user expectations.• To avoid common bad door-opening experiences,walk in the shoes of your users.• When a door opening seems off, then it likely is.See something, say something.
  • 37. Thanks!abbytheia.com@abby_The_IA

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