Search Patterns: The Future of Discovery

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Peter Morville's talk at UX London 2010.

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Search Patterns: The Future of Discovery

  1. 1. morville@semanticstudios.com Peter Morville, UX London 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
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  44. 44. morville@semanticstudios.com 44
  45. 45. morville@semanticstudios.com 45
  46. 46. morville@semanticstudios.com 46
  47. 47. Structured Results morville@semanticstudios.com 47
  48. 48. Actionable Results morville@semanticstudios.com 48
  49. 49. morville@semanticstudios.com 49
  50. 50. Redefining Search morville@semanticstudios.com 50
  51. 51. Question Answering morville@semanticstudios.com 51
  52. 52. Decision Making morville@semanticstudios.com 52
  53. 53. Understanding morville@semanticstudios.com 53
  54. 54. Pattern Recognition morville@semanticstudios.com 54
  55. 55. What We Search morville@semanticstudios.com 55
  56. 56. How We Search morville@semanticstudios.com 56
  57. 57. 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 57
  58. 58. morville@semanticstudios.com 58
  59. 59. morville@semanticstudios.com 59
  60. 60. Augmented Reality morville@semanticstudios.com 60
  61. 61. 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 61
  62. 62. morville@semanticstudios.com 62 The URL Is Dead, Long Live Search
  63. 63. morville@semanticstudios.com Over 50% of REI online business is picked up in a store. 63
  64. 64. Cross Media Integration morville@semanticstudios.com 64 Source: Subject to Change (2008)
  65. 65. morville@semanticstudios.com
  66. 66. morville@semanticstudios.com 66
  67. 67. 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 67
  68. 68. morville@semanticstudios.com 68
  69. 69. morville@semanticstudios.com My Shelf 69
  70. 70. morville@semanticstudios.com http://www.slideshare.net/jessmcmullin/ 70
  71. 71. 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.” 71
  72. 72. morville@semanticstudios.com Scales of Experience Mike Kuniavsky 1cm 10cm 1m 10m 100m 1km Covert Mobile Personal Environmental Architectural Urban 72
  73. 73. morville@semanticstudios.com Heuristics for Pervasive Information Architecture Andrea Resmini & Luca Rosati http://pervasiveia.com/ 73
  74. 74. morville@semanticstudios.com 74
  75. 75. morville@semanticstudios.com 75
  76. 76. 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. 76
  77. 77. 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. 77
  78. 78. morville@semanticstudios.com 78
  79. 79. morville@semanticstudios.com 79
  80. 80. 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/ 80

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