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Search & Discovery Patterns


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Enterprise Search Summit 2010 Keynote

Enterprise Search Summit 2010 Keynote

Published in: Design

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  • 1. Peter Morville, Enterprise Search Summit 1
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  • 4. Design for Discovery Search Patterns Peter Morville & Jeffery Callender 4
  • 5. 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
  • 7. 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. 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. $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. Marcia Bates: Berrypicking, Evolving Search (1989) 10
  • 11. 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. 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. Incremental Construction Progressive Disclosure one step at a time… more within reach… 13
  • 14. Immediate Response Predictability flow requires feedback… feed-forward features and results… 14
  • 15. Direct Manipulation Context of Use tapping into muscle memory… the delight is in the details… 15
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  • 18. Realtime Search 18
  • 19. Mobile Search 19
  • 20. Kiosk Search 20
  • 21. TV Search 21
  • 22. 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. 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
  • 25. Behavior Patterns Quit Query Results Thrashing Query Results Narrow Query Results Results Pearl Growing Document Results Expand Query Results Results 25
  • 26. Design Patterns 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. Auto-Complete Qu... Results Destination Suggestions Because typing (and typos) take time. 27
  • 28. 28
  • 29. Auto-Complete Auto-Suggest 29
  • 30. Best First Query Results In search, results must be simple, fast, and relevant. 30
  • 31. 43% 15% 10% 5% 31 Source: Marti Hearst’s Search User Interfaces (2009)
  • 32. 32
  • 33. 33
  • 34. 34
  • 35. Federated Search Query Results Because users don’t know where to look. 35
  • 36. 36
  • 37. 37
  • 38. Faceted Navigation Query Results Results Multiple ways to search (and browse) in combination. 38
  • 39. "laptop" > $910 - $1070 > Hewlett Packard > At least 1 > 14 - 15 Inch > Bluetooth > 4 - 5 lbs 39
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  • 47. Limited facets after Rich facets upon initial search. selecting a category. 47
  • 48. Structured Results 48
  • 49. Actionable Results 49
  • 50. 50
  • 51. Redefining Search 51
  • 52. Question Answering 52
  • 53. Decision Making 53
  • 54. Understanding 54
  • 55. Pattern Recognition 55
  • 56. What We Search 56
  • 57. How We Search 57
  • 58. 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
  • 60. 60
  • 61. Augmented Reality 61
  • 62. Ubiquitous Service Design 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 62
  • 63. 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
  • 65. 65 The URL Is Dead, Long Live Search
  • 66. Over 50% of REI online business is picked up in a store. 66
  • 67. Cross Media Integration 67 Source: Subject to Change (2008)
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  • 69. 69
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  • 71. My Shelf 71
  • 72. 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
  • 74. “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. Scales of Experience Mike Kuniavsky 1cm 10cm 1m 10m 100m 1km Covert Mobile Personal Environmental Architectural Urban 75
  • 76. Heuristics for Pervasive Information Architecture Andrea Resmini & Luca Rosati 76
  • 77. Service Design 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
  • 79. Customer Journey Mapping Task Touch Points 79
  • 80. 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. Home Mobile Office 81
  • 82. Search is a Wicked Problem •  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. 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
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  • 87. IA Therefore I Am Peter Morville Search Patterns New! Semantic Studios Blog 87