Adoption went from 20% to 90% usage of search controls.
Faceted Metadata for Information Architecture and Search CHI 2007 Course Notes Session I Marti Hearst, School of Information, UC Berkeley Preston Smalley & Corey Chandler, eBay User Experience & Design
Most things can be classified in more than one way.
Most organizational systems do not handle this well.
Example: Animal Classification
otter penguin robin salmon wolf cobra bat Skin Covering Locomotion Diet robin bat wolf penguin otter, seal salmon robin bat salmon wolf cobra otter penguin seal robin penguin salmon cobra bat otter wolf
The Problem With Hierarchy start salmon bat robin wolf feathers fur scales fur scales feathers fur scales feathers … Covering: swim fly run slither Locomotion: fish rodents insects fish rodents insects fish rodents insects fish rodents insects fish rodents insects fish rodents insects fish rodents insects fish rodents insects fish rodents insects Diet: otter
Next, view the list! The user must first choose an Award type (literature), then browse through the laureates in chronological order. No choice is given to, say organize by year and then award, or by country, then decade, then award, etc.
Post-Interface Assessments All significant at p<.05 except “simple” and “overwhelming”
Post-Test Comparison Faceted Baseline Overall Assessment More useful for your tasks Easiest to use Most flexible More likely to result in dead ends Helped you learn more Overall preference Find images of roses Find all works from a given period Find pictures by 2 artists in same media Which Interface Preferable For: 15 16 2 30 1 29 4 28 8 23 6 24 28 3 1 31 2 29
Faceted Metadata for Information Architecture and Search CHI 2007 Course Notes Session II Marti Hearst, School of Information, UC Berkeley Preston Smalley & Corey Chandler, eBay User Experience & Design
Four Types of Tasks To find the cheapest Dell Inspiron laptop with at least 1GHz processor speed on the eBay Express Web site.
Specific Search and Filter Use
To find a pair of Nike shoes, size 7. After finding a pair, the user was instructed to change the brand
Task To complete a real purchase of an item on eBay Express To search for a product the user is interested in. The product can be anything on the Web page. The product should be added to the shopping cart, not starting the checkout process. Description
General Results: Behavioral Data * Successful users : users who completed the task 6:52 18 94%
24% of those users that started browsing also used the search engine. On the purchase task, that percentage surpassed 50%.
How many clicked on Facets? 59% (75% for successful users only) 81% 84% 51% Clicked specific facets When browsing… How many users….? Task 4 : Real buying Task 3 : Filters usage (Nike shoes) Task 2 : Product search (Dell computer) Task 1 : Free search
How many facets did users click? 4.0% 13.2% 7.6% 8.6% 5 aspects 17.0% 10.8% 7.8% 23.2% 2 aspects 46.8% 17.6% 14.8% 22.6% 1 aspect 12.1% 18.1% 36.0% 18.2% 4 aspects 16.4% 24.0% 29.9% 23.2% 3 aspects 3.7% 16.3% 3.9% 4.2% More options How many facets clicked….? Maximum number of options clicked during the task: Task 4 : Real buying Task 3 : Filters usage (Nike shoes) Task 2 : Product search (Dell computer) Task 1 : Free search 1 op 2 op 3 op ...
Note : bottom menu dots are 0.4 inch moved up. Probably the homepage layout has changed a bit from data collection. Homepage Purchasing Task: Where did users click? 24% Central Image 43% Top Navigation 33% Bottom Image
Purchasing Task: Where did users click? Category page 22% Search engine 25% Subcategory link 53% choice link
Products list page Purchasing Task: Where did users click? 6% show all 8% narrow this search 58% next page 4% list view 12% Sort by 37% More choices, See all & more options to browse 59% clicked Magellan aspects
Brycen Chun, Ame Elliott, Jennifer English, Kevin Li, Rashmi Sinha, Emilia Stoica, Kirsten Swearingen, Ka-Ping Yee
This work supported in part by NSF (IIS-9984741)
eBay Product Team
Corey Chandler, Sam Devins, Elaine Fung, Jean-Michel Leon, Michelle Millis, Louis Monier, Michael Morgan, Hill Nguyen, Kenny Pate, Melissa Quan, James Reffell, Suzanne Scott, Seema Shah, Preston Smalley, Anselm Baird-Smith, Luke Wroblewski