Designing Mobile Search — Frankfurt Edition

Designing Mobile Searchby Tyler Tate, TwigKitphotos by Matthew Kenwrick, , Mikhail Koninin, Neil Oliver,Iam Carroll, Pithawat Vachiramon, Kamshots

ux search

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Designing Mobile Search1 The Rise of the Cross-Channel Experience2 Characteristics of Mobile Search3 Design Patterns for Mobile Search4 Implementation Strategies for Mobile Search

1 THE RISE OF CROSS-CHANNEL EXPERIENCESphotos by William Hook, Risager, and Whatleydude

source: Google

photo by Alaina Buzas

photo by thefourelements

source: Amazon.com

Retail – REI

Travel – Virgin Atlantic

Banking – Bank of America

Cross-Channel Design Principles✴ Consistency Users should be able to accomplish a given task in a like manner across all channels.

Cross-Channel Design Principles✴ Consistency Users should be able to accomplish a given task in a like manner across all channels.✴ Optimization Each channel should play to its strengths.

Cross-Channel Design Principles✴ Consistency Users should be able to accomplish a given task in a like manner across all channels.✴ Optimization Each channel should play to its strengths.✴ Continuity Each channel must be aware of all the others.

2 CHARACTERISTICS OF MOBILE SEARCHphotos by William Hook, Risager, and Whatleydude

“Mobile will be bigger thandesktop Internet in 3 years”– Morgan Stanley

users info contextneeds

Partial Attention“I like to imagine people as‘one eyeball and one thumb.’”– Luke Wroblewski, Mobile First

Delayed Grati cation Later 30% At the time 45% Never 25%– Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds

Average Query Length Computer iPhone Mobile Words 2.93 2.93 2.44 Characters 18.72 18.25 15.89– Google, http://www2009.eprints.org/81/1/p801.pdf

Average Queries per Session Computer iPhone Mobile 1.94 1.82 1.7– Google, http://www2009.eprints.org/81/1/p801.pdf

Casual Lookup Learn Investigate

TimeCasual Lookup Learn Investigate

InformationalGeographicPersonal InfoTransactional

Casual Lookup Learn Investigate Checking TopicalInformational Trivia Notifications Research Friend Local Geographic Directions Check-ins Exploration Personal Checking Checking Info Email Calendar ProductTransactional Monitoring

Contextually-driven Info Needs Intrinsic 28% Contextual 72%– Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds

spatial temporal social

– Church & Smyth 2009, http://tinyurl.com/understandingintent

Mobile Search Design Principles✴ Answers over results Mobile information needs are more defined than some desktop searches and are contained in shorter sessions.

Mobile Search Design Principles✴ Answers over results Mobile information needs are more defined than some desktop searches and are contained in shorter sessions.✴ Precision over recall Mobile users are less likely to refine their search than desktop users. Ensuring that the best matches are on the first page is important for mobile.

Mobile Search Design Principles✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity.

Mobile Search Design Principles✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity.✴ Time awareness When users are interested in timely information, and filter results by time period.

Mobile Search Design Principles✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity.✴ Time awareness When users are interested in timely information, and filter results by time period.✴ Social awareness Mobile search should both incorporate social signals as well as facilitate collaboration.

3DESIGN PATTERNS FOR MOBILE SEARCH

Components Activation Methods Display MethodsSearch results Always visible ModalSearch box Button Full-screenSort controls Gesture InlineFaceted navBreadcrumbs

The Search Box

Always visible Search... Sort

Button

Gesture Search... SortInline

Gesture Sort Search...Inline

Gesture SortInline Search...

Sort Controls

Always visible Best Match Price Date

Button Sort

Faceted Navigation

Best Match Refine Price Date

Best Match Refine Price DateFilter by Category Acoustic Condition Price Seller Buying Formats Location

Best Match Refine Price DateNarrow by New Refurb. Used Broken Category Acoustic Price Buying Formats Location

Best Match Refine Price DateNarrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location

Best Match Refine Price DateSort by Best Match Price DateNarrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location

Always visible Search... Sort Match Best Price Date Electric Acoustic Bass Aplifiers Access

Gesture Best Match Refine Price DateInline

PriceGesture Best Match Refine Price Date Category AcousticInline Seller Buying Formats

Gesture Best Match Refine Price DateInline Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats

Button Best Match Refine Price Date RefineModal

Button PriceMatch Best Refine Price Date RefineModal Category Acoustic Seller Buying Formats

Button Best Match Refine Price Date RefineModal Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats

GestureFull-screen

Gesture RefineBest Match Price DateFull-screen Used Broken Acoustic

Gesture Best Match Refine Price DateFull-screen Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats

Button Guitar Best Match Price Date efine RFull-screen

Button Search... Guitar Best Match Price Date efine Refine RFull-screen Best Match Refine Price Date Sort by Best Match Price Date Narrow by New Refurb. Used Broken Price

Button Search... Best Match Refine Price Date efine RDoneFull-screen Sort by Best Match Price Date Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location

Breadcrumbs

Guitar Best Match Price Date efine RShowing new, acoustic guitars. Sorting by price.

4IMPLEMENTATION STRATEGIES

1. Native Apps Pros: Cons: ✴ Apps feel native ✴ Must be built per platform ✴ Greater access to OS features ✴ Expensive to build and ✴ Works offline maintain ✴ Marketed in ✴ App store must app store approve & takes cut of sale

2. Mobile Web AppsPros: Cons:✴ One app for all ✴ Doesn’t feel mobile platforms native✴ Easier to update ✴ Lacks access to core OS features✴ No maintenance needed for OS upgrades✴ Keep all profits

3. Responsive WebsitesPros: Cons:✴ One code base ✴ Definitely doesn’t for all channels – feel native desktop & mobile ✴ Not as optimized✴ Cheap to build for each channel and maintain ✴ No offline access✴ Consistent ✴ Lacks access to experience core OS features across channels

Responsive Web Design

ENTERPRISE SEARCHMeetupswww.searchmeetups.comENTERPRISE ENTERPRISESEARCH SEARCHLondon Frankfurt

Thank You!@TylerTate@TwigKitwww.twigkit.com

Designing Mobile Searchby Tyler Tate, TwigKitphotos by Matthew Kenwrick, , Mikhail Koninin, Neil Oliver,Iam Carroll, Pithawat Vachiramon, Kamshots

Designing Mobile Search — Frankfurt Edition

by Tyler Tate

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