Executive Briefing and Forum l December 16, 2008 Build a Better User Experience November 29, 2007

Agenda Introduction Search (external vs internal) Search Features Brainstorming Input

Introduction

Search (external vs internal)

Search Features

Brainstorming

Input

Two Searches External (google.com) Potential customers Surface correct content for rapid consumption Should provide clear contextual clues Sales / Marketing Goal: Convert! Internal (yoursite.com/search) Existing customers More commitment from users to review results Should be comprehensive Customer Service Goal: Retain!

External (google.com)

Potential customers

Surface correct content for rapid consumption

Should provide clear contextual clues

Sales / Marketing

Goal: Convert!

Internal (yoursite.com/search)

Existing customers

More commitment from users to review results

Should be comprehensive

Customer Service

Goal: Retain!

External Search Keyword driven Organic positioning through publishing content relevant to keywords (SEO) Advertisement positioning through a combination of relevance and payment (SEM)

Keyword driven

Organic positioning through publishing content relevant to keywords (SEO)

Advertisement positioning through a combination of relevance and payment (SEM)

Internal Search Allows search of secured content Can present a better interface than keywords Facets using relevant metadata (Type, Author, Context, Source…) Personalize results based on user profile Provide contextual clues in results (metadata) Implied context of your business “Depression” not related to economics at APA Provides an opportunity for more relevant results First action of users on retail sites

Allows search of secured content

Can present a better interface than keywords

Facets using relevant metadata (Type, Author, Context, Source…)

Personalize results based on user profile

Provide contextual clues in results (metadata)

Implied context of your business

“Depression” not related to economics at APA

Provides an opportunity for more relevant results

First action of users on retail sites

Internal Search Features Brand contextual Facets (vs. tabs) Entity extraction / disambiguation Implicit feedback

Brand contextual

Facets (vs. tabs)

Entity extraction / disambiguation

Implicit feedback

Further Search Examples

Cross Promotion Find relevant products / documents using search Use the inbound search terms to execute a search and cross promote

Find relevant products / documents using search

Use the inbound search terms to execute a search and cross promote

Find Relevant Articles with Search

Is my search working? Implicit feedback Click position Click count on form vs results Exit pages after on or after results pages Careful consideration of intent Ask your users Call center information Look at inbound searches from google.com (are they authenticating?)

Implicit feedback

Click position

Click count on form vs results

Exit pages after on or after results pages

Careful consideration of intent

Ask your users

Call center information

Look at inbound searches from google.com (are they authenticating?)

So What? Google = inviting competition Existing customers = recurring revenue

Google = inviting competition

Existing customers = recurring revenue