Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Devcon 2013: Understanding Search Behavior


Published on

A presentation given at Devcon 2013: an overview of common user search behaviors and how to design for them, including address to current user research (personas) and findings about how they use both mobile search and portal search applications

Published in: Design
  • Be the first to comment

  • Be the first to like this

Devcon 2013: Understanding Search Behavior

  1. 1. Understanding Search Behavior: Devcon 2014 Workshop
  2. 2. Introductions
  3. 3. Spencer Tracey, Katherine Hepburn, and EMERAC Librarians
  4. 4. Google page rank Who’s Who vs. Citation Index
  5. 5. A language of search and discovery How people search and the problems they encounter have has to do with:  Skills and knowledge  Needs and goals  Search context UX Design research solves problems by:  Understanding people  Understanding how people think  Understanding the search context
  6. 6. Dimensions of search experience 1st Dimension – user’s skill and knowledge 2nd Dimension – information seeking behavior 3rd Dimension – the search context 4th Dimension – modes of search & discovery
  7. 7. Dimensions of search experience
  8. 8. 1st dimension: skill + knowledge Understand how users skill and knowledge shape how they use your products, the problems they have, and how you can resolve those problems.
  9. 9. Skill using the tool Remember: They can be competent with technology, just not your site or application
  10. 10. Knowledge of the domain
  11. 11. Tool/Domain Skills Matrix
  12. 12. Domain novices:  Overwhelmed by too much information  Easily confused  Difficulty judging relevance
  13. 13. Technical novices:  Easily disoriented  Distracted by demands of the search tools  Use shallow pogosticking searches
  14. 14. Hub and spoke search pattern SEARCH RESULTS Detail Detail Detail DetailDetail Detail Detail
  15. 15. The orienteers (double novices)  Reformulate queries often  Look at fewer pages  Use conservative queries  Afraid to venture far afield  Spend more time on task
  16. 16. Problems for double novices  Make small, incremental changes to queries  Difficulty evaluating results  Don’t trust results  Easily confused and disoriented
  17. 17. Needs are cognitive and emotional: Cognitive  Learning general strategies for using technology  Learning how specific app or site works  Learning domain terminology Emotional  Feeling distrustful of the app/site  Feeling distrustful of the validity of search results  Feeling afraid they’ll get lost  Feeling afraid to take go down a different path
  18. 18. How to solve their problems? 1. Breadcrumbs 2. More like this / Related / Popular / Also viewed 3. Already searched 4. Scoped search 5. Auto correct and auto suggest 6. Tooltips 7. Tutorial Overlays
  19. 19. Breadcrumbs: history or hierarchy?
  20. 20. Design patterns for discovery More like this / Related / Popular / Recommended
  21. 21. Design patterns for discovery More like this / Related / Popular / Recommended
  22. 22. Scoped search
  23. 23. Scoped search
  24. 24. Advanced search design patterns? (faceted search)
  25. 25. Advanced search design patterns? (search menus)
  26. 26. Advanced search design patterns? (advanced filtering)
  27. 27. Novice users  Ignore advanced searching options  Narrowly focused on understanding and assessing  Do not see search links, advanced search links or icons  Do not see faceted search panels in sidebars  Faceted search tends to be used by more advanced users
  28. 28. Double experts are teleporters 1. Formulate better queries 2. Make fewer query reformulations 3. Quicker to judge relevance 4. Look at more pages 5. Examine results more thoroughly
  29. 29. Problems for experts  Frustrated by any slowness  Frustrated by tools for novices  Frustrated by inflexible search tools  Frustrated by hard-to-find advanced search  Clunky UI - Advanced search kitchen sinks: - lack information hierarchy - Over-emphasize visual design at expense of information
  30. 30. How to solve their problems 1. Well designed advanced search menus 2. Faceted search (filter search results by facets) 3. Tooltips or animations to help users find advanced tools 4. Make it possible to customize the UI to the user’s behavior
  31. 31. Well designed advanced search
  32. 32. Tooltips
  33. 33. Contextual tool tips
  34. 34. Contextual instructions
  35. 35. Tutorial overlays
  36. 36. In betweeners: Make the UI learnable Learnability The ease with which users gain awareness of features Design patterns 1. Contextual instructions 2. Immersive, full-screen overlays 3. Visual design cues 4. Animation: magnetism – peep outs
  37. 37. 2nd Dimension: Information seeking behavior “What we find, changes what we seek”
  38. 38. Old model Information seeking as linear, static process
  39. 39. Information foraging Information seeking as a journey: interactively changes as we gather more knowledge
  40. 40. What we find changes what we seek
  41. 41. Information Foraging Abundance of information + Limited energy =  How much energy will it cost?  What will I gain? 1.
  42. 42. Does a bear chase a biker in the woods? 1.
  43. 43. Information Foraging 1. We go after patches of information, pick the best and move on to another patch We find and forage, pick the best and quickly move on
  44. 44. Information glut 1. In a glut of information, users are quickly overwhelmed
  45. 45. Information Foraging
  46. 46. Information Foraging
  47. 47. Result: Information Snacking
  48. 48. Design for information foraging Information scent: cues that help users decide what to do next
  49. 49. Information Scent  Trigger words in natural, human language  Descriptive phrases in links  Long, descriptive titles for search list items, for modules, and for sections  Make sure links look clickable  Search keyword or hit highlighting  Visual design and layout for scanning
  50. 50. Information Scent Strong = confident users who stick around Weak = uncertain users who leave
  51. 51. 3 Click myth
  52. 52. Trigger words and images
  53. 53. Descriptive titles – Google SRP
  54. 54. Descriptive titles - Zillow Primary - all info here is primary, scanned first by user Secondary – this info is secondary in importa
  55. 55. Hit highlighting – (showing none)
  56. 56. With hit highlighting
  57. 57. homes for sale in Norfolk Hit highlighting
  58. 58. Use clear labeling  Group into user-centered categories  Easy-to-remember labels and categories  Natural language over numbers (city name > ZIP)  Natural language, not jargon
  59. 59. Labeling - Trulia
  60. 60. Grouping results @ Google Paid Result Organic Result News Reference sources
  61. 61. Group results @ Facebook
  62. 62. Sensemaking Once users have information, what next?
  63. 63. Putting it all together
  64. 64. Sensemaking
  65. 65. Sensemaking
  66. 66. Three models for sensemaking  Shoebox or junk drawer  Evidence file  Schemas
  67. 67. Shoebox or Junk Draw
  68. 68. Evidence File
  69. 69. Schemas
  70. 70. Putting it all together
  71. 71. Design patterns help with sensemaking  Email to self/friends  My account  Wish lists  Favorite or save listings  Customized labeling and categories  Social search
  72. 72. 3rd dimension: context matters
  73. 73. Putting it all together
  74. 74. User context shapes:  How user thinks and feels  What user sees and notices  How user performs a search
  75. 75. Four Layers of Context Cultural layer - what is the cultural context of the search?
  76. 76. Four Layers of Context Work task - how does the task and user’s goals influence searching behavior
  77. 77. Four Layers of Context Information seeking - user exercises judgment about how, when, how long, and where to search
  78. 78. Four Layers of Context Information retrieval formulating queries, assessing results, and reformulating as needed
  79. 79. Context and shopping
  80. 80. Contextual layers of gift shopping Use a buyer’s guide
  81. 81. Contextual layers of gift shopping Scan search results to locate potential places to find
  82. 82. Contextual layers of gift shopping Locate potential gifts from the search results
  83. 83. Contextual layers of gift shopping Locating potential gifts from the search results  Using PB’s search
  84. 84. Contextual layers of gift shopping 1. Information retrieval layer: locating potential gifts from the search results  Using PB’s search
  85. 85. Cultural layer 1. Cultural layer: Importance of gift giving in wider culture, sub- culture, family, organization, even team within an organization
  86. 86. Work task layer One or more tasks that need to be accomplished Wikihow guide to gift giving
  87. 87. Seeking layer
  88. 88. User’s physical context of search
  89. 89. Many contexts of research
  90. 90. Physical context of search
  91. 91. Physical context of search  Mobile has renewed interest in topic  Always been crucial to UX research Different mobile searches by context: Google/Nielsen (March 2013).
  92. 92. Desktop and physical context  More likely to take on different roles (work, leisure, family, etc)  Longer searching sessions  Less likely to search locally
  93. 93. Mobile and physical context
  94. 94. Mobile and physical context  Driven by spatiotemporal context  Short seeking sessions  Very focused on specific tasks  Tend to be location based  Leads to a dynamic and flexible search experience
  95. 95. A language of search and discovery How people search and problems they have:  Skills and knowledge  Needs and goals  Search context UX Design research solves problems by:  Understanding people  Understanding how people think  Understanding the search context
  96. 96. Given all this, we have opportunities 1. Search isn’t about individual, isolated queries 2. Search is a process with user skills and knowledge improving along the way 3. Search always takes place in a context – cultural, work task, physical 4. Opportunities to help users through the entire search journey. 5. When we help people accomplish their goals, they feel good about our brand and that’s a + 1 for us
  97. 97. What about our users?
  98. 98. Will – first time home buyer  30s, married, one child +  Preparing to retire from Navy  Lives in East OV  Looking for suburbs  Wife, Kyla, USED TO handle finances and home buying  Kyla has significant say in the decision but lets Will do adetail work.  Will gathers options, shares them with her.  Will is more interested in an investment
  99. 99. Desires  To feel knowledgeable  Good deal  Agent that’s on their side  “Property Virgin Lady”  Wants to trust that results are for not biased to the agent  Wants an online version of a buyer’s agent  Wants to trust results but tends to rely on friends and neighbors for suggestions
  100. 100. Fears  Agents  Sales pressure  Getting ripped off  Missing deals  Missing dream home  Ovewhelmed by tradeoffs  Am I doing the best search?
  101. 101. Context Tends to search mostly at night Uses a laptop – couple that shares the same laptop.  Doesn’t like to search on the go. They are usually too busy to stop and look at a house. Sometimes, they will drive by a house if it’s nearby
  102. 102. Problems and dislikes  Worries about validity and thoroughness of results  Reformulating queries  Too much information on page  Dislikes how hard it is to tell one home from another. They all start looking alike after awhile.  Dislikes having to use multiple sites. Will use one search to locate house, then Trulia to figure out what comparable prices are.  On other hand, concerned that a single site won’t have all the information.  Wants a way to search by school district. Uses Nancy Chandler for school-based search.  Wants to be able to narrow searches but tends not to because it’s easier to scan through pages
  103. 103. Put me in control “I want to feel like I know what I’m doing.” “It’s frustrating to find good deals that they turn out to be fake or there’s a catch.” “I want it to be simpler. I spend a lot of time trying to find good deals, but there’s so many results. After awhile everything looks the same.”
  104. 104. Make it seem easy “I just want a way to figure out what we can afford. What neighborhoods are good picks. You know?” “I’d like to be able to punch choices into a tool and get back a list of houses that are a match. But all these web sites. So many details. It’s too much.” “I feel like I have to go through pages and pages.”
  105. 105. Make me feel smart “What really surprised me was how, even when it seems like they can help you, they really don’t. I used Navy Federal. But I still felt lost and confused about where to start.” “I’ve been to a seminar for first time buyers. But it was run by a real estate agent. I didn’t trust I’d get the right information.”
  106. 106. Domain expert / Tool novice 1. Knowledgeable about domain 2. Good at evaluating content 3. Quickly perform in-depth research 4. May use hub and spoke search pattern as crutch Needs: – design patterns that help user learn tool/technology – design patterns to help orient user in search funnel
  107. 107. Domain novice / Tool expert 1. Good at manipulating search tools 2. Confident with the search process/tools – but this can mask lack of domain knowledge 3. May find it difficult to evaluate relevance of results Needs – design patterns to help gain domain knowledge – UX design techniques to build trust
  108. 108. For more research-based insights about our users, check out the UX insights portal: Thoughts? Questions?