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Sonu Durgia
- 1. Bringing a customer mindset into the world of Machine Learning and Artificial Intelligence 1 Sonu Durgia Director of Product Management, Search
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- 3. 3 Complex retail ecosystem with numerous shopping missions and journeys
- 4. Changing face of customer shopping
- 6. Understand Coffee maker Coffee machine French Press Coffee maker on sale Nespresso Black and decker coffee maker under $50 Breville coffee maker Automatic coffee maker Espresso machine Stainless Steel coffee maker Drip coffee maker Best Coffee makers Premium coffee maker K cup Coffee maker Single serve Coffee makers Delonghi Semi-Automatic coffee maker Semi-Automatic coffee maker Cold brew coffee maker Coffee machine Nespresso Black decker coffee maker under $50 Drip coffee maker Best Coffee makers Delonghi Automatic coffee maker
- 9. Coffee maker Coffee machine French Press Coffee maker on sale Nespresso Black and decker coffee maker under $50 Breville coffee maker Automatic coffee maker Espresso machine Stainless Steel coffee maker Drip coffee maker Best Coffee makers Premium coffee maker K cup Coffee maker Single serve Coffee makers Delonghi Semi-Automatic coffee maker Semi-Automatic coffee maker Cold brew coffee maker Understand Brand Features Disambiguate and Guide the Customer Autocomplete, Spellcheck, Guided Navigation, Facets
- 11. Understand…. Match…. Influence…… Build Trust and Win Exact Match Similar Items
- 12. Understand…. Match…. Influence…… Precision. Localization. Personalization Order 2 gallons of milk
- 13. Understand…. Match…. Influence…… Find Similar Shoes Personal Shopper
- 14. Customer Empath is the true differentiator.
Editor's Notes
- The thing you can never get from an algorithm is that it doesn’t have a story behind it
- Last month, HBO launched “Recommended by Humans” a handy website for figuring out which of its original shows to watch. But instead of using computer algorithms to sort through its vast catalog, the company hired people to make their case for each series by making video testimonials. We’ve realized that recommendation algorithms aren’t as infallible as tech companies once made them out to be, and that handing the curation job to people still has value. You read one article on homicide and very soon it feels like the world is doomed with similar news popping up everywhere in your feeds. The trouble is algorithms do not understand what a great news article may be but judge it by its clicks and similarity to what you have shown an interest in and such articles get tons of clicks because of their sensational nature
- Customers look for products across multiple journeys in our retail ecosystem
- My mom would go into store ask a store associate where an item was located I like to order online and pick up or sometimes get them delivered My daughter just wants it to arrive right away Search query volume is increasing year over year along with the nature of search terms The industry is moving towards voice and visual search Per Google Trends, 55% increase in queries looking for ideas and inspiration In 2016, ~58% of Google searches were mobile and >20% of mobile searches were via voice. Gartner estimates that voice and visual search will be at least 50% by 2020 Voice search has been the greater focus of development than visual; Google voice accuracy reached 95%, similar to human accuracy Visual search more focused on discovery while voice search focused on immediacy of information 55% of US households by 2022 representing 70M households and 175M installed devices Examples of Walmart queries: how to cook roast beef what walmart has bikes inner tubes where to buy better homes & garden glider when does the jewelry dept close
- How do customers search on Walmart.com
- Understand the intent no matter how it is expressed
- Match the items in the catalog that match the intent – depends on catalog quality; goes for recall
- Optimizes for engagement
- Using Customer mindset/empathy to guide the customer
- Precision vs. recall; entity graph
- Build trust with the right experience and customer experience…..low assortment or non-negotiable……measure the impact to customer journey and use multi – objective optimization to reduce the gap between expected outcomes from customer and actual outcomes from algo
- Design of experience and algo aligned with customer expectation – top 1
- Expectation from visual search are taking search to a new level