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Are users really ready for faceted search?

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Presentation at Oz IA 2008, on Faceted Search Case Study

Abstract:
Easy content discoverability is a goal for any business. Faceted search is considered an effective interaction model to achieve this. But is this true?

With the dominance of Google, it is also easy to conclude that a simple text box search interface is a familiar and intuitive model for users. But is this also true?

During this session, we will look at search on drive.com.au as a case study. We’ll discuss the challenges of designing for faceted search and how data from the multivariate testing has helped refine the search experience.

Published in: Design, Business, Travel
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Are users really ready for faceted search?

  1. 1. Are users really ready for faceted search? Elizabeth Pek Oz – IA Conference / 2008
  2. 3. Content discovery = GOLD!
  3. 4. What we’ll discuss… <ul><li>In brief: Faceted search </li></ul><ul><li>Case study: Our results </li></ul><ul><li>Are users really ready for it? </li></ul>
  4. 5. What’s faceted search?
  5. 6. This integrated searching and browsing experience lets users begin with a simple keyword search , but then offers useful next steps and insights into the content and its organization. Peter Morville
  6. 7. Common Search Behaviour Taken from: Peter Morville’s presentation at IA Summit 2008 http://www.slideshare.net/morville/search-patterns
  7. 8. Narrow = New search
  8. 11. Case study: Drive.com.au
  9. 12. Buyers, sellers, car enthusiasts Dealer & display advertising 860K UBs / 24 Million PIs
  10. 13. The old search…
  11. 14. The old search…
  12. 15. Project Goals by 10% by 5%
  13. 16. Design constraints Ad requirements Databases New Cars Used Cars Medium Rectangle Ad
  14. 17. Design challenges <ul><li>Faceted navigation </li></ul>
  15. 18. Design challenges Search suggest Starting point or
  16. 19. Drop-downs
  17. 20. Google-esque
  18. 21. Results for both
  19. 22. 80% 20% Drop-downs Google-esque
  20. 23. New car PIs Search results New car leads 60% 20% 6% 15% Used car PIs Search results Used car leads
  21. 24. Google-esque = 21% more PIs Drop downs Google-esque
  22. 25. Google-esque = 50% less leads Drop downs Google-esque
  23. 26. ute ,   wagon ,   vw ,   diesel , convertible ,   prado , wrx , xr6 , van , coupe , utes , 4wd , automatic , 4x4 , landrover ,   volkswagon , lpg , hatch , black,   sport
  24. 27. Search box not recognised!
  25. 28. Refine panel not obvious
  26. 29. Google-esque revised
  27. 30. Hybrid
  28. 31. 60% 20% Google-esque 20% Drop-downs Hybrid
  29. 32. Hybrid = 20% more PIs Drop downs Google-esque Hybrid
  30. 33. Hybrid = 4% more leads Drop downs Google-esque Hybrid
  31. 34. Are users really ready for faceted search?
  32. 35. Expert searcher Novice searcher No category knowledge High category knowledge
  33. 36. <ul><li>I’ll have the BMW X5 </li></ul><ul><li>Don’t bother telling me about Mercedes </li></ul><ul><li>Get me those details pronto! </li></ul>Expert searcher Novice searcher No category knowledge High category knowledge
  34. 37. <ul><li>Wouldn’t have a clue dear – a small car? </li></ul><ul><li>What would you suggest? </li></ul><ul><li>Show me the possible options </li></ul>Expert searcher Novice searcher No category knowledge High category knowledge
  35. 38. How do I do this mummy? Expert searcher Novice searcher No category knowledge High category knowledge
  36. 39. Finally, they’ve got faceted search! Now I can get on with it! Expert searcher Novice searcher No category knowledge High category knowledge
  37. 40. Least ready Most ready Learns category Learns interface No category knowledge High category knowledge Novice searcher Expert searcher
  38. 41. Key learnings…. <ul><li>Faceted search is effective </li></ul><ul><li>Designing for search is a challenge </li></ul><ul><ul><li>Test, test & more tests </li></ul></ul><ul><ul><li>Change one at a time </li></ul></ul><ul><ul><li>Don’t expect perfection - Refine, refine, refine </li></ul></ul><ul><li>Users are humans  </li></ul><ul><ul><li>Don’t like change! </li></ul></ul><ul><ul><li>Research is key </li></ul></ul><ul><ul><li>Design for middle ground </li></ul></ul>
  39. 42. References & resources <ul><li>Mor ville P , Search Patterns Presentation at IA Summit 2008: http://www.slideshare.net/morville/search-patterns </li></ul><ul><li>Mor ville P , Faceted Navigation Collection of Patterns: http://www.flickr.com/photos/morville/collections/72157603789246885/ </li></ul><ul><li>Turbek S , Advancing Advanced Search Article on Boxes and Arrows: http://www.boxesandarrows.com/view/advancing-advanced </li></ul><ul><li>Ferrara J , Search Behavior Patterns Article on Boxes and Arrows: http://www.boxesandarrows.com/view/search-behavior </li></ul><ul><li>Wildmuth B.M. (2004), The effects of domain knowledge on search tactic formulation Journal of the American Society for Information Science & Technology, 55(3), 246-258 </li></ul>
  40. 43. Elizabeth Pek email: [email_address] slides: http://www.slideshare.net/epek Thanks also to these contributors… ✪ James Fitzgerald : Senior Product Manager, Drive ✪ The UX Team & CSU <ul><li>Thank you! </li></ul>

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