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morville@semanticstudios.com




Peter Morville, Enterprise Search Summit                1
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     Design for Discovery




Search
Patterns
         Peter Morville & Jeffery Callender



...
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     in•for•ma•tion ar•chi•tec•ture n.

•    The structural design of shared
     informa...
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                      6
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  Design for Discovery
                                               “Search is among the
...
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Most of the complaints
we get are due to the way
users search; they use
the wrong keyword...
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$earch Metrics
Home Depot
     • Conversion rate increased over 30% in first two weeks.
 ...
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Marcia Bates: Berrypicking, Evolving Search (1989)
                                      ...
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       Search is a…
       Complex, Adaptive System

   Goals                    Interact...
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Principles of Design
Incremental Construction
Progressive Disclosure
Immediate Response  ...
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Incremental Construction   Progressive Disclosure
one step at a time…        more within ...
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Immediate Response        Predictability
flow requires feedback…   feed-forward features ...
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Direct Manipulation           Context of Use
tapping into muscle memory…   the delight is...
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                    16
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                    17
Realtime Search   morville@semanticstudios.com




                                      18
Mobile Search   morville@semanticstudios.com




                                    19
Kiosk Search   morville@semanticstudios.com




                                   20
TV Search   morville@semanticstudios.com




                                21
morville@semanticstudios.com

There is one timeless way of building.
It is thousands of years old, and the same
today as i...
morville@semanticstudios.com

Window Place (180)
Everybody loves window seats,
bay windows, and big windows
with low sills...
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                    24
Behavior Patterns                morville@semanticstudios.com




Quit

         Query   Results




                     ...
Design Patterns                               morville@semanticstudios.com




Auto-Complete                              ...
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Auto-Complete


                Qu...          Results   Destination

                 Sugges...
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Auto-Complete   Auto-Suggest




                                            29
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          Best First

                          Query        Results




In search, resul...
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43%
15%

10%

5%




                           31
               Source: Marti Hearst’s
...
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                    33
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                    34
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Federated Search

                   Query            Results




  Because users don’t k...
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                    36
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                    37
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   Faceted Navigation

                   Query      Results        Results




Multiple ...
"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GBmorville@semanticstudios.com
                                    ...
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Limited facets after   Rich facets upon
initial search.        selecting a category.




    ...
Structured Results
                 morville@semanticstudios.com




                                     48
Actionable Results
                 morville@semanticstudios.com




                                     49
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                    50
Redefining Search
                morville@semanticstudios.com




                                    51
Question Answering
                 morville@semanticstudios.com




                                     52
Decision Making   morville@semanticstudios.com




                                      53
Understanding   morville@semanticstudios.com




                                    54
Pattern Recognition
                  morville@semanticstudios.com




                                      55
What We Search   morville@semanticstudios.com




                                     56
How We Search   morville@semanticstudios.com




                                    57
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                 find·a·bil·i·ty n
                 The quality of being locatable or
       ...
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                    59
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                    60
Augmented Reality
                morville@semanticstudios.com




                                    61
Ubiquitous Service Design                                               morville@semanticstudios.com




Information is bl...
morville@semanticstudios.com

      I follow a plant that
      tweets. Her name is
   pothos and she lives in
  Toronto w...
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                    64
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                               65
The URL Is Dead, Long Live Search
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Over 50% of REI
online business is
picked up in a store.


                              ...
Cross Media Integration
                                           morville@semanticstudios.com




                      ...
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                    69
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 My Shelf




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                                                                  Desktop




0MI40B0/NI-S/NR...
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http://www.slideshare.net/jessmcmullin/                73
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                                                “When a unique identifier is
            ...
morville@semanticstudios.com
Scales of
Experience
Mike Kuniavsky




                          1cm 10cm   1m    10m    100...
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          Heuristics for
Pervasive Information Architecture




        Andrea Resmini & Luca...
Service Design                morville@semanticstudios.com




The difference between products and services is more
than s...
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                    78
Customer Journey Mapping   morville@semanticstudios.com




Task               Touch Points




                          ...
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Multi-Channel         Cross-Media

              Watch                Search for    Get    ...
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Home   Mobile   Office




                                             81
Search is a Wicked Problem
                         morville@semanticstudios.com




                 •  Hybrid between de...
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User Experience Honeycomb: Searcher’s Edition

                                           Use...
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                    84
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                    85
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                    86
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IA Therefore I Am
Peter Morville
morville@semanticstudios.com

Search Patterns
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Search & Discovery Patterns

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Transcript of "Search & Discovery Patterns"

  1. 1. morville@semanticstudios.com Peter Morville, Enterprise Search Summit 1
  2. 2. morville@semanticstudios.com 2
  3. 3. morville@semanticstudios.com 3
  4. 4. morville@semanticstudios.com Design for Discovery Search Patterns Peter Morville & Jeffery Callender 4
  5. 5. morville@semanticstudios.com in•for•ma•tion ar•chi•tec•ture n. •  The structural design of shared information environments. •  The combination of organization, labeling, search, and navigation systems in web sites and intranets. •  The art and science of shaping information products and experiences to support usability and findability. •  An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 5
  6. 6. morville@semanticstudios.com 6
  7. 7. morville@semanticstudios.com Design for Discovery “Search is among the most disruptive innovations of our time. It influences what we buy and where we go. It shapes how we learn and what we believe.” Search Patterns Peter Morville & Jeffery Callender Illustrated by Jeff Callender, Q LTD 7
  8. 8. morville@semanticstudios.com Most of the complaints we get are due to the way users search; they use the wrong keywords. t's ght. I That's Ri Yeah. rs! d Use e Stupi thos 8
  9. 9. morville@semanticstudios.com $earch Metrics Home Depot • Conversion rate increased over 30% in first two weeks. • Double digit increase in average order size. Cabot Corporation • Technical information downloads increased by 48%. • Email and telephone inquiries reduced by 21%. Sigma-Aldrich • Increased successful searches from 53% to 83%. • Increased site traffic to the final product detail page by 80%. “A leading e-commerce site reported a revenue increase of $370 million in the year following launch.” Source: Endeca 9
  10. 10. morville@semanticstudios.com Marcia Bates: Berrypicking, Evolving Search (1989) 10
  11. 11. morville@semanticstudios.com Search is a… Complex, Adaptive System Goals Interaction Features Indexing Tools Psychology Affordances Technology Structure Process Behavior Language Algorithms Metadata Incentives Interface Query Results Engine Content Users Creators Source: Search Patterns (2010) 11
  12. 12. morville@semanticstudios.com Principles of Design Incremental Construction Progressive Disclosure Immediate Response User Predictability Alternate Views Information Recognition Over Recall Minimal Disruption Direct Manipulation Interface Context of Use 12
  13. 13. morville@semanticstudios.com Incremental Construction Progressive Disclosure one step at a time… more within reach… 13
  14. 14. morville@semanticstudios.com Immediate Response Predictability flow requires feedback… feed-forward features and results… 14
  15. 15. morville@semanticstudios.com Direct Manipulation Context of Use tapping into muscle memory… the delight is in the details… 15
  16. 16. morville@semanticstudios.com 16
  17. 17. morville@semanticstudios.com 17
  18. 18. Realtime Search morville@semanticstudios.com 18
  19. 19. Mobile Search morville@semanticstudios.com 19
  20. 20. Kiosk Search morville@semanticstudios.com 20
  21. 21. TV Search morville@semanticstudios.com 21
  22. 22. morville@semanticstudios.com There is one timeless way of building. It is thousands of years old, and the same today as it has always been. The great traditional buildings of the past, the villages and tents and temples in which man feels at home, have always been made by people who were very close to the center of this way. It is not possible to make great buildings, or great towns, beautiful places, places where you feel yourself, places where you feel alive, except by following this way. And, as you will see, this way will lead anyone who looks for it to buildings which are themselves as ancient in their form, as the trees and hills, and as our faces are. The Timeless Way of Building Christopher Alexander 22
  23. 23. morville@semanticstudios.com Window Place (180) Everybody loves window seats, bay windows, and big windows with low sills and comfortable chairs drawn up to them. May be part of: • Entrance Room (130) • Zen View (134) • Light on Two Sides (159) • Street Windows (164) May contain: • Alcoves (179) • Low Sill (222) • Built-In Seats (202) • Deep Reveals (223) A Pattern Language Christopher Alexander et al. 23
  24. 24. morville@semanticstudios.com 24
  25. 25. Behavior Patterns morville@semanticstudios.com Quit Query Results Thrashing Query Results Narrow Query Results Results Pearl Growing Document Results Expand Query Results Results 25
  26. 26. Design Patterns morville@semanticstudios.com Auto-Complete Federated Search Query Results Qu... Results Destination Suggestions Best First Faceted Navigation Query Results Query Results Results Advanced Search Structured Results Query Map AND Results OR NOT 26
  27. 27. morville@semanticstudios.com Auto-Complete Qu... Results Destination Suggestions Because typing (and typos) take time. 27
  28. 28. morville@semanticstudios.com 28
  29. 29. morville@semanticstudios.com Auto-Complete Auto-Suggest 29
  30. 30. morville@semanticstudios.com Best First Query Results In search, results must be simple, fast, and relevant. 30
  31. 31. morville@semanticstudios.com 43% 15% 10% 5% 31 Source: Marti Hearst’s Search User Interfaces (2009)
  32. 32. morville@semanticstudios.com 32
  33. 33. morville@semanticstudios.com 33
  34. 34. morville@semanticstudios.com 34
  35. 35. morville@semanticstudios.com Federated Search Query Results Because users don’t know where to look. 35
  36. 36. morville@semanticstudios.com 36
  37. 37. morville@semanticstudios.com 37
  38. 38. morville@semanticstudios.com Faceted Navigation Query Results Results Multiple ways to search (and browse) in combination. 38
  39. 39. "laptop" > $910 - $1070 > Hewlett Packard > At least 1 GBmorville@semanticstudios.com > 14 - 15 Inch > Bluetooth > 4 - 5 lbs 39
  40. 40. morville@semanticstudios.com 40
  41. 41. morville@semanticstudios.com 41
  42. 42. morville@semanticstudios.com 42
  43. 43. morville@semanticstudios.com 43
  44. 44. morville@semanticstudios.com 44
  45. 45. morville@semanticstudios.com 45
  46. 46. morville@semanticstudios.com 46
  47. 47. morville@semanticstudios.com Limited facets after Rich facets upon initial search. selecting a category. 47
  48. 48. Structured Results morville@semanticstudios.com 48
  49. 49. Actionable Results morville@semanticstudios.com 49
  50. 50. morville@semanticstudios.com 50
  51. 51. Redefining Search morville@semanticstudios.com 51
  52. 52. Question Answering morville@semanticstudios.com 52
  53. 53. Decision Making morville@semanticstudios.com 53
  54. 54. Understanding morville@semanticstudios.com 54
  55. 55. Pattern Recognition morville@semanticstudios.com 55
  56. 56. What We Search morville@semanticstudios.com 56
  57. 57. How We Search morville@semanticstudios.com 57
  58. 58. morville@semanticstudios.com find·a·bil·i·ty n The quality of being locatable or navigable. The degree to which an object is easy to discover or locate. The degree to which a system or environment supports wayfinding, navigation, and retrieval. am·bi·ent adj Surrounding; encircling; enveloping (e.g., ambient air) the ability to find anyone or anything from anywhere at anytime 58
  59. 59. morville@semanticstudios.com 59
  60. 60. morville@semanticstudios.com 60
  61. 61. Augmented Reality morville@semanticstudios.com 61
  62. 62. Ubiquitous Service Design morville@semanticstudios.com Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences. 32,000 B.C. Visual Thinking I n t e rt w i n g l e 1976 Information Architecture 1995 User Experience 1982 Service Design 2005 Ubiquitous Computing 1986 Interaction Design http://semanticstudios.com/publications/semantics/000633.php 62
  63. 63. morville@semanticstudios.com I follow a plant that tweets. Her name is pothos and she lives in Toronto with Angela, an information architect. When pothos is thirsty, she asks for help. Sometimes days pass before the water comes. Bruce Sterling once noted, "Futurism doesn't mean predicting an awesome wonder; rather it means recognizing and describing a small apparent oddity that is destined to become a great commonplace." 63
  64. 64. morville@semanticstudios.com 64
  65. 65. morville@semanticstudios.com 65 The URL Is Dead, Long Live Search
  66. 66. morville@semanticstudios.com Over 50% of REI online business is picked up in a store. 66
  67. 67. Cross Media Integration morville@semanticstudios.com 67 Source: Subject to Change (2008)
  68. 68. morville@semanticstudios.com
  69. 69. morville@semanticstudios.com 69
  70. 70. morville@semanticstudios.com 70
  71. 71. morville@semanticstudios.com My Shelf 71
  72. 72. morville@semanticstudios.com Desktop 0MI40B0/NI-S/NRG0 !""#$#%&'()*#+,#-)")./)#0.()# # # # ######1.2)#3#&4#35 !"" .MN +GNS/HU204 >.RBSTBUV0G F XFOP PQFW #$%&$ !'()'* M.4 ?.B0M/S.I)G.ML04 ;0ZUM4 +,('-).,$/ C QYPD XFFW @0]N /($0'1 & ' ( ) * Mobile 8 9 : ; ()23+''4)2& (N0Z4I@UNI 1 @ A 1./23 4-./0 ,HUVM -).,$ /$"$3(,)% #4-.^UB ?URZ0 >.BB +NN0M_.MN +$"0 /(!&( .,$5 #) -)&$ ).$& 3!&( 6!37 (,("$/ Kiosk 72
  73. 73. morville@semanticstudios.com http://www.slideshare.net/jessmcmullin/ 73
  74. 74. morville@semanticstudios.com “When a unique identifier is attached to an object, it becomes possible to collect the metadata about that object into a single information shadow.” “The unique identifier is the leverage point with which to access and manipulate the whole information shadow in relation to similar shadows.” While Kuniavsky advises that we view information as one of many design materials (like wood and carbon fiber) from which devices can be made, he also highlights its role as “the core material in creating user experiences.” 74
  75. 75. morville@semanticstudios.com Scales of Experience Mike Kuniavsky 1cm 10cm 1m 10m 100m 1km Covert Mobile Personal Environmental Architectural Urban 75
  76. 76. morville@semanticstudios.com Heuristics for Pervasive Information Architecture Andrea Resmini & Luca Rosati http://pervasiveia.com/ 76
  77. 77. Service Design morville@semanticstudios.com The difference between products and services is more than semantic. Products are tangible objects that exist in both time and space; services consist solely of acts or process(es), and exist in time only. The basic distinction between ‘things’ and ‘processes’ is the starting point for a focused investigation of services. Services are rendered; products are possessed. Services cannot be possessed; they can only be experienced, created or participated in. Though they are different, services and products are intimately and symbiotically linked. How to Design a Service by G. Lynn Shostack (1982) 77
  78. 78. morville@semanticstudios.com 78
  79. 79. Customer Journey Mapping morville@semanticstudios.com Task Touch Points 79
  80. 80. morville@semanticstudios.com Multi-Channel Cross-Media Watch Search for Get Watch Return Movie Movie Movie Movie Movie Desktop Desktop Airplane Laptop Laptop Car Mobile Mobile Television Television Ann Arbor Washington Kiosk Kiosk 80
  81. 81. morville@semanticstudios.com Home Mobile Office 81
  82. 82. Search is a Wicked Problem morville@semanticstudios.com •  Hybrid between design, engineering, and marketing. •  No definitive formulation. •  Considerable uncertainty. •  Complex interdependencies. •  Incomplete, contradictory, and changing requirements. •  Stakeholders have radically different world views. •  It’s a project and a process. •  The problem is never solved. 82
  83. 83. morville@semanticstudios.com User Experience Honeycomb: Searcher’s Edition Useful Accessible Is it useful? Is search the right Will it work for all users? Are solution? Will it help our users features and results accessible achieve their goals? And, given to blind and visually impaired the state of technology, should users? Can people search from we revisit our goals? Can search a wide variety of platforms and be more? browsers? Usable Credible Is it easy to use with maximum Does the design inspire trust? efficiency and minimal error? Do the order and display of Are there affordances for novice results convey authority? Will and expert searchers? Are there users believe that the top gentle slopes to support results are the best or most learning? popular or most relevant? Desirable Valuable Is it satisfying to use? Does it What is the value of search? make people want to search? Does it build the bottom line or Does it embody the values and advance the mission? Is the identity of your brand? Does user experience aligned with search leverage the power of strategy? Can search confer emotional design? competitive advantage? Findable Erasable Can users find your site? Can How do these qualities interact? they find their way around your Which are most and least site? Can they find your content important to search? What have despite your site? Is search we missed? Go ahead. Erase a aligned with search engine few. Add your own. This is only optimization? a place to start. 83
  84. 84. morville@semanticstudios.com 84
  85. 85. morville@semanticstudios.com 85
  86. 86. morville@semanticstudios.com 86
  87. 87. morville@semanticstudios.com IA Therefore I Am Peter Morville morville@semanticstudios.com Search Patterns http://searchpatterns.org/ New! Semantic Studios http://semanticstudios.com/ Blog http://findability.org/ 87
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