Is Google really the best way to search? A case study on faceted search Elizabeth Pek May 2009

Fairfax Digital UX Team Ken Vijay Tessie Richard ?? Could this be you? Melissa (alumni) Liz

Content discovery = GOLD!

SMX Conference Mar09: Source: HitWise. Own 94% of Australian Market Share

What we’ll discuss… Faceted search & the Google interface Search case study: our results Are users ready for faceted search? Key learnings: Top Tips

Faceted search & the Google interface

Search case study: our results

Are users ready for faceted search?

Key learnings: Top Tips

What’s faceted search?

This integrated searching and browsing experience lets users begin with a simple keyword search , but then offers useful next steps and insights into the content and its organization . Peter Morville

Common Search Behaviour Taken from: Peter Morville’s presentation at IA Summit 2008 http://www.slideshare.net/morville/search-patterns

Narrow = New search

Case study: Drive.com.au

Buyers, sellers, car enthusiasts Dealer & display advertising 1.3M UBs / 24 Million PIs

The old search…

The old search…

Project Goals by 10% by 5%

Design constraints Ad requirements Databases New Cars Used Cars Medium Rectangle Ad

Design challenges Faceted navigation

Faceted navigation

Design challenges Search suggest Starting point or

Drop-downs

Google-esque

Results for both

80% 20% Drop-downs Google-esque

New car PIs Search results New car leads 60% 20% 6% 15% Used car PIs Search results Used car leads

Google-esque = 21% more PIs Drop downs Google-esque

Google-esque = 50% less leads Drop downs Google-esque

ute , wagon , vw , diesel , convertible , prado , wrx , xr6 , van , coupe , utes , 4wd , automatic , 4x4 , landrover , volkswagon , lpg , hatch , black, sport

Search box not recognised!

Refine panel not obvious

Google-esque revised

Hybrid

60% 20% Google-esque 20% Drop-downs Hybrid

Hybrid = 20% more PIs Drop downs Google-esque Hybrid

Hybrid = 4% more leads Drop downs Google-esque Hybrid

Are users ready for faceted search?

Expert searcher Novice searcher No category knowledge High category knowledge

I’ll have the BMW X5 Don’t bother telling me about Mercedes Get me those details pronto! Expert searcher Novice searcher No category knowledge High category knowledge

I’ll have the BMW X5

Don’t bother telling me about Mercedes

Get me those details pronto!

Wouldn’t have a clue dear – a small car? What would you suggest? Show me the possible options Expert searcher Novice searcher No category knowledge High category knowledge

Wouldn’t have a clue dear – a small car?

What would you suggest?

Show me the possible options

How do I do this mummy? Expert searcher Novice searcher No category knowledge High category knowledge

Finally, they’ve got faceted search! Now I can get on with it! Expert searcher Novice searcher No category knowledge High category knowledge

Least ready Learns interface No category knowledge High category knowledge Novice searcher Expert searcher Learns category Most ready

Key learnings: Top Tips

1. Use faceted search: people now expect it!

Google Search Options

Test, test & Re-test 2.

3. Understand the impact one at a time

Analyse data to decide on: 4. Useful facets Facet order Facet behaviour Panel location Visual design

Useful facets

Facet order

Facet behaviour

Panel location

Visual design

Keep it simple! 5.

Users are humans 6. Mental Models Don’t like change!

Mental Models

Don’t like change!

Monitor and listen 7.

Iterate to perfect 8.

References & resources Lemieux S, Designing for Faceted Search Article from User Interface Engineering: http://www.uie.com/articles/faceted_search/ Mayer M, More Search Options and other updates Google Blog: http://googleblog.blogspot.com/2009/05/more-search-options-and-other-updates.html Morville P, Search Patterns Presentation at IA Summit 2008: http://www.slideshare.net/morville/search-patterns Morville P, Faceted Navigation Collection of Patterns: http://www.flickr.com/photos/morville/collections/72157603789246885/ Turbek S, Advancing Advanced Search Article on Boxes and Arrows: http://www.boxesandarrows.com/view/advancing-advanced Ferrara J, Search Behavior Patterns Article on Boxes and Arrows: http://www.boxesandarrows.com/view/search-behavior

Lemieux S, Designing for Faceted Search Article from User Interface Engineering: http://www.uie.com/articles/faceted_search/

Mayer M, More Search Options and other updates Google Blog: http://googleblog.blogspot.com/2009/05/more-search-options-and-other-updates.html

Morville P, Search Patterns Presentation at IA Summit 2008: http://www.slideshare.net/morville/search-patterns

Morville P, Faceted Navigation Collection of Patterns: http://www.flickr.com/photos/morville/collections/72157603789246885/

Turbek S, Advancing Advanced Search Article on Boxes and Arrows: http://www.boxesandarrows.com/view/advancing-advanced

Ferrara J, Search Behavior Patterns Article on Boxes and Arrows: http://www.boxesandarrows.com/view/search-behavior

Elizabeth Pek email: [email_address] slides: http://www.slideshare.net/epek Thanks also to these contributors… ✪ James Fitzgerald: Senior Product Manager, Drive ✪ The UX Team & CSU Thank you! Photo Credits: http://www.flickr.com/photos/practicalowl/433659667/ http://www.flickr.com/photos/restlessglobetrotter/3351985546/ http://www.flickr.com/photos/nzdave/491410298/ http://www.flickr.com/photos/jek-a-go-go/3302981010/ http://www.flickr.com/photos/jjjohn/2387534678/sizes/o/ http://www.flickr.com/photos/chuckbiscuito/161971512/ http://www.flickr.com/photos/marzpiccys/2921326477/

Thank you!