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Search is the Front Door to UX

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Search is the Front Door to UX

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Doors are our common language for passing into a place for commerce, socialization or pleasure. Passing from one experience to the next. Doors are our refuge at the end of a long day, they are the start to every work day, every meeting, every meal.

Search is the closest thing we have to a front door, yet it is so often forgotten in the design of user experiences.

Our digital world is becoming more and more like a real place, where we spend our time rather than a tool that we use and put down.

This short talk for Search Love Boston 2013 covers some ways in which user experience and search professionals can better work together to make the internet a better place.

Doors are our common language for passing into a place for commerce, socialization or pleasure. Passing from one experience to the next. Doors are our refuge at the end of a long day, they are the start to every work day, every meeting, every meal.

Search is the closest thing we have to a front door, yet it is so often forgotten in the design of user experiences.

Our digital world is becoming more and more like a real place, where we spend our time rather than a tool that we use and put down.

This short talk for Search Love Boston 2013 covers some ways in which user experience and search professionals can better work together to make the internet a better place.

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Search is the Front Door to UX

  1. 1. by: Abby CoverT Searchis the front door to User Experience
  2. 2. everything is complex I intend to because I believe facilitate understanding organize meaning, create clarity and establish truth put the what before the how make the unclear clear information architect understanding is always good but it is equally important to not understand clarity is a prerequisite of truth I am an by: Abby Covert & Dan Klyn architecture frames problems, design solves them support goals, makers and users iamania.com
  3. 3. everything is complex I intend to because I believe facilitate understanding organize meaning, create clarity and establish truth put the what before the how make the unclear clear information architect understanding is always good but it is equally important to not understand clarity is a prerequisite of truth I am an by: Abby Covert & Dan Klyn architecture frames problems, design solves them support goals, makers and users Today’s Objective iamania.com
  4. 4. The human brain is marvelously adaptable, that with some experience one can learn to pick ones way through the most disordered or featureless surroundings… There is some value in mystification, labyrinth or surprise in the environment…. first there must be no danger of losing basic form or orientation, of never coming out. The surprise must occur in the overall framework: the confusion must be small regions in a visible whole. Furthermore, the labyrinth or mystery must in itself have some form that can be explored and in time be apprehended. Complete chaos without hint is never pleasurable. (i.e. Even complete chaos can be pleasurable if there are hints along the way and resolution at the end)
  5. 5. "...we might say that almost anyone can, if attentive, learn to navigate Jersey City, but only at the cost of some effort and uncertainty."
  6. 6. There is no Place like Home UX Lesson #1:
  7. 7. There is no Place like Home UX Lesson #1:
  8. 8. In search: every page is a potential front door
  9. 9. There are Simple Anti patterns to avoid to increase user satisfaction UX Lesson #2:
  10. 10. Doors to Avoid
  11. 11. “There is no way through here...”
  12. 12. Brick walls online • Auto Searches in SEM placement that lead to no inventory • Errors and Deadlinks • Inner Pages with little context or primary navigation
  13. 13. Avoiding brick Walls • Always ask yourself, what is the next click. If it is not on the site, it is probably a back button. • Avoid SEM placement of queries likely to be null
  14. 14. “What the %$#! is this”
  15. 15. Unmatched Expectations online • Sneaky Ad Executions to task based queries • Confusing “on-boarding” / welcome materials • When content doesn’t match task context
  16. 16. Avoiding $%#! reactions • Don’t over sell the experience in the ad • Understand context, don’t promise what you don’t have • Make sure conversion is well explained and easy to access
  17. 17. “Danger Will Robinson”
  18. 18. Experiences people flee from online • Inappropriate design • Ad overload or interruption • Auto playing of media without request
  19. 19. Fight their Flight • Avoid interruption except when it gets the user something they already want • Assure there is a hint of what they came looking for in a prominent place • Avoid auto play media from paid search unless that expectation is in the ad copy
  20. 20. “Password, Dude?”
  21. 21. Rude Bouncers online • Logins with no way in for new folks • Content locked out to outsiders but teased without ability to get access • Unexplained pay walls or app download requests
  22. 22. Don’t be rude... • Explain the benefits of membership without commitment • Provide a clear scent that signing up will get them what they came for • Don’t assume they want to be a member just because they landed here
  23. 23. “OMG this is just a hall of badly labeled doors”
  24. 24. Experiences people feel lost in • Indexes and Sitemap pages • Content crammed landing pages • Content that is lower priority than ad space
  25. 25. How to organize a hallway • Develop better labels and hierarchy through qualitative and quantitative research into the ontology that people use to describe things • Provide clear way-finding devices to match user context • Measure, tweak, measure, tweak • Don’t overload them on choice! Thats what Google is for!
  26. 26. Search Result = Experience UX Lesson #3:
  27. 27. 5 Ways UX & Search Can work Together
  28. 28. 1. Share your research
  29. 29. Lorem ipsum dolor sit amet, c o n s e ct e tu r a d i p is ci n g e li t . Phasellus nec ipsum vel justo varius tempor. Integer congue feugiat malesuada. Maecenas con 2. Kill Lorem ipsum. Aliquam diam elit, tempor ut pellentesque vel, posue re a lectus. Nulla rutrum tortor non dui scelerisque dictum. Curabitur dictum, mauris quis bibendum lacinia, sapien leo convallis lorem, id dapibus nibh
  30. 30. 3. Get to know your writers
  31. 31. Get to know your writers!!!!!!!!!!!!!!!
  32. 32. 4. Sell the Process Together Alignment Goal Setting Research Personas Collaborative Design Experience Brief ScopinG + Priority Roadmaping Mapping Watch + Listen Awareness, acquisition, conversion, competition, distraction, action and loyalty are all discussed strategically and tactically. Exercises designed to help develop broad and specific goals for the experience being designed. Organizational, user and competitive research methodologies as prescribed for the experience and audience being planned for In order to provide a single reference point for the team to understand who is being designed for and why, personas are created and agreed to. Generate ideas about the experience that could be provided. This session can be designed for business stakeholders, designers, developers, even potential or current users. A one page explanation of the ideas and recommendations collected and crafted to date. Taking into account research, collaborative design and goal setting. A workshop where all the ideas from the collaborative design session and elsewhere start on the table for discussion and end with a distinct go/no as well as a priority. A document that clearly outlines the priorities and efforts behind each phase of an experience being developed. Cross channel implications are also included to document digital marketing and content strategy needs. Maps and simple pictures that further convey the material in more detail to the audience intended. A combination of analytics, user testing and listening is used to measure the experience being delivered against goals. Abby the IA's Process
  33. 33. 4. Sell the Process Together Alignment Goal Setting Research Personas Collaborative Design Experience Brief ScopinG + Priority Roadmaping Mapping Watch + Listen Awareness, acquisition, conversion, competition, distraction, action and loyalty are all discussed strategically and tactically. Exercises designed to help develop broad and specific goals for the experience being designed. Organizational, user and competitive research methodologies as prescribed for the experience and audience being planned for In order to provide a single reference point for the team to understand who is being designed for and why, personas are created and agreed to. Generate ideas about the experience that could be provided. This session can be designed for business stakeholders, designers, developers, even potential or current users. A one page explanation of the ideas and recommendations collected and crafted to date. Taking into account research, collaborative design and goal setting. A workshop where all the ideas from the collaborative design session and elsewhere start on the table for discussion and end with a distinct go/no as well as a priority. A document that clearly outlines the priorities and efforts behind each phase of an experience being developed. Cross channel implications are also included to document digital marketing and content strategy needs. Maps and simple pictures that further convey the material in more detail to the audience intended. A combination of analytics, user testing and listening is used to measure the experience being delivered against goals. Abby the IA's Process Hint: THis is where I need you
  34. 34. 5. Click the $%#!ing links
  35. 35. Quality Assurance is a Group Sport If something feels off, it probably is
  36. 36. Key Take Aways • We must understand search and result together to best meet user expectations. • To avoid common bad door-opening experiences, walk in the shoes of your users. • When a door opening seems off, then it likely is. See something, say something.
  37. 37. Thanks! abbycovert.com @abby_The_IA

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