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morville@semanticstudios.com




Peter Morville, IA Summit                         1
morville@semanticstudios.com




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morville@semanticstudios.com
     Design for Discovery




Search
Patterns
         Peter Morville & Jeffery Callender




                                              4
morville@semanticstudios.com




     in•for•ma•tion ar•chi•tec•ture n.

•    The structural design of shared
     information environments.

•    The combination of organization,
     labeling, search, and navigation
     systems in web sites and intranets.

•    The art and science of shaping
     information products and experiences
     to support usability and findability.

•    An emerging discipline and
     community of practice focused on
     bringing principles of design and
     architecture to the digital landscape.

                                           5
morville@semanticstudios.com




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morville@semanticstudios.com


  Design for Discovery
                                               “Search is among the
                                               most disruptive
                                               innovations of our time.
                                               It influences what we
                                               buy and where we go. It
                                               shapes how we learn
                                               and what we believe.”


Search
Patterns
      Peter Morville & Jeffery Callender




                                           Illustrated by Jeff Callender, Q LTD
                                                                              7
morville@semanticstudios.com




Most of the complaints
we get are due to the way
users search; they use
the wrong keywords.



                                        t's
                                 ght. I
                       That's Ri
                 Yeah.               rs!
                              d Use
                      e Stupi
                 thos




                                                 8
morville@semanticstudios.com




$earch Metrics
Home Depot
     • Conversion rate increased over 30% in first two weeks.
     • Double digit increase in average order size.

Cabot Corporation
     • Technical information downloads increased by 48%.
     • Email and telephone inquiries reduced by 21%.

Sigma-Aldrich
     • Increased successful searches from 53% to 83%.
     • Increased site traffic to the final product detail page by 80%.
      “A leading e-commerce site reported a revenue increase
             of $370 million in the year following launch.”
Source: Endeca                                                             9
morville@semanticstudios.com




Marcia Bates: Berrypicking, Evolving Search (1989)
                                                           10
morville@semanticstudios.com




       Search is a…
       Complex, Adaptive System

   Goals                    Interaction         Features     Indexing        Tools
   Psychology               Affordances          Technology   Structure       Process
   Behavior                 Language            Algorithms   Metadata        Incentives

                                 Interface

                            Query     Results    Engine       Content


       Users                                                                    Creators




Source: Search Patterns (2010)                                                            11
morville@semanticstudios.com




Principles of Design
Incremental Construction
Progressive Disclosure
Immediate Response             User

Predictability
Alternate Views
                                                     Information
Recognition Over Recall
Minimal Disruption
Direct Manipulation
                           Interface
Context of Use

                                                           12
morville@semanticstudios.com




Incremental Construction   Progressive Disclosure
one step at a time…        more within reach…                13
morville@semanticstudios.com




Immediate Response        Predictability
flow requires feedback…   feed-forward features and results…
                                                          14
morville@semanticstudios.com




Direct Manipulation           Context of Use
tapping into muscle memory…   the delight is in the details…      15
morville@semanticstudios.com




                    16
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                    17
Realtime Search   morville@semanticstudios.com




                                      18
Mobile Search   morville@semanticstudios.com




                                    19
Kiosk Search   morville@semanticstudios.com




                                   20
TV Search   morville@semanticstudios.com




                                21
morville@semanticstudios.com

There is one timeless way of building.
It is thousands of years old, and the same
today as it has always been.
The great traditional buildings of the past,
the villages and tents and temples in
which man feels at home, have always
been made by people who were very close
to the center of this way.
It is not possible to make great buildings,
or great towns, beautiful places, places
where you feel yourself, places where you
feel alive, except by following this way.
And, as you will see, this way will lead
anyone who looks for it to buildings
which are themselves as ancient in
their form, as the trees and hills,
and as our faces are.

The Timeless Way of Building
Christopher Alexander
                                                                   22
morville@semanticstudios.com

Window Place (180)
Everybody loves window seats,
bay windows, and big windows
with low sills and comfortable
chairs drawn up to them.
May be part of:
• Entrance Room (130)
• Zen View (134)
• Light on Two Sides (159)
• Street Windows (164)

May contain:
• Alcoves (179)
• Low Sill (222)
• Built-In Seats (202)
• Deep Reveals (223)

A Pattern Language
Christopher Alexander et al.
                                                     23
morville@semanticstudios.com




                    24
Behavior Patterns                morville@semanticstudios.com




Quit

         Query   Results




                                        Thrashing


                                                           Query        Results



Narrow

         Query   Results      Results




                                        Pearl Growing

                                                        Document     Results




Expand

         Query   Results      Results




                                                                                  25
Design Patterns                               morville@semanticstudios.com




Auto-Complete                                             Federated Search

                                                                               Query                    Results
                Qu...          Results      Destination

                 Suggestions




Best First
                                                          Faceted Navigation
                    Query       Results
                                                                               Query         Results    Results




Advanced Search                                           Structured Results

                                                                                Query          Map
                    AND        Results

                        OR

                    NOT


                                                                                                                  26
morville@semanticstudios.com
Auto-Complete


                Qu...          Results   Destination

                 Suggestions




            Because typing (and typos) take time.                          27
morville@semanticstudios.com




                    28
morville@semanticstudios.com




Auto-Complete   Auto-Suggest




                                            29
morville@semanticstudios.com




          Best First

                          Query        Results




In search, results must be simple, fast, and relevant.        30
morville@semanticstudios.com




43%
15%

10%

5%




                           31
               Source: Marti Hearst’s
        Search User Interfaces (2009)
morville@semanticstudios.com




                    32
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                    33
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                    34
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Federated Search

                   Query            Results




  Because users don’t know where to look.             35
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                    36
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                    37
morville@semanticstudios.com




   Faceted Navigation

                   Query      Results        Results




Multiple ways to search (and browse) in combination. 38
"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GBmorville@semanticstudios.com
                                                          >
14 - 15 Inch > Bluetooth > 4 - 5 lbs




                                                                              39
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                    40
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morville@semanticstudios.com
Limited facets after   Rich facets upon
initial search.        selecting a category.




                                                                   47
Structured Results
                 morville@semanticstudios.com




                                     48
Actionable Results
                 morville@semanticstudios.com




                                     49
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                    50
Redefining Search
                morville@semanticstudios.com




                                    51
Question Answering
                 morville@semanticstudios.com




                                     52
Decision Making   morville@semanticstudios.com




                                      53
Understanding   morville@semanticstudios.com




                                    54
Pattern Recognition
                  morville@semanticstudios.com




                                      55
What We Search   morville@semanticstudios.com




                                     56
How We Search   morville@semanticstudios.com




                                    57
Multichannel   morville@semanticstudios.com




                                                                      58
Source: Subject to Change (2008)
morville@semanticstudios.com




                    59
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 My Shelf




                    60
morville@semanticstudios.com
                 find·a·bil·i·ty n
                 The quality of being locatable or
                 navigable.
                 The degree to which an object is
                 easy to discover or locate.
                 The degree to which a system or
                 environment supports wayfinding,
                 navigation, and retrieval.
                 am·bi·ent adj
                 Surrounding; encircling;
                 enveloping (e.g., ambient air)

the ability to find anyone or anything
     from anywhere at anytime                         61
morville@semanticstudios.com

        David Rose
ambientdevices.com




                    62
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                    63
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                    64
Spime Search         morville@semanticstudios.com




      WineM

      A smart wine rack that uses RFID to
      track bottles in the rack and identify
      ones that fit the selection criteria.

      Collectors and restaurants can use
      WineM racks to search collections

      The wine can be dynamically
      reorganized by any combination of
      year, region, price, etc.

      A handheld device accepts queries,
      and full-color LED lights transform
      the rack and bottles into a search
      results interface. The system even
      supports faceted navigation. 65
morville@semanticstudios.com




                    66
Augmented Reality
                morville@semanticstudios.com




                                    67
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          New Soft City
                      68
          by Dan Hill
morville@semanticstudios.com




New Soft City by Dan Hill
                                                69
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                                                70
Urban Sensing by Dan Hill
Search is a Wicked Problem
                         morville@semanticstudios.com




                 •  Hybrid between design,
                    engineering, and marketing.
                 •  No definitive formulation.
                 •  Considerable uncertainty.
                 •  Complex interdependencies.
                 •  Incomplete, contradictory, and
                    changing requirements.
                 •  Stakeholders have radically
                    different world views.
                 •  It’s a project and a process.
                 •  The problem is never solved.


                                             71
morville@semanticstudios.com
User Experience Honeycomb: Searcher’s Edition

                                           Useful                                Accessible
                                           Is it useful? Is search the right     Will it work for all users? Are
                                           solution? Will it help our users      features and results accessible
                                           achieve their goals? And, given       to blind and visually impaired
                                           the state of technology, should       users? Can people search from
                                           we revisit our goals? Can search      a wide variety of platforms and
                                           be more?                              browsers?
                                           Usable                                Credible
                                           Is it easy to use with maximum        Does the design inspire trust?
                                           efficiency and minimal error?           Do the order and display of
                                           Are there affordances for novice       results convey authority? Will
                                           and expert searchers? Are there       users believe that the top
                                           gentle slopes to support              results are the best or most
                                           learning?                             popular or most relevant?
                                           Desirable                             Valuable
                                           Is it satisfying to use? Does it      What is the value of search?
                                           make people want to search?           Does it build the bottom line or
                                           Does it embody the values and         advance the mission? Is the
                                           identity of your brand? Does          user experience aligned with
                                           search leverage the power of          strategy? Can search confer
                                           emotional design?                     competitive advantage?
                                          Findable                               Erasable
                                          Can users find your site? Can           How do these qualities interact?
                                          they find their way around your         Which are most and least
                                          site? Can they find your content        important to search? What have
                                          despite your site? Is search           we missed? Go ahead. Erase a
                                          aligned with search engine             few. Add your own. This is only
                                          optimization?                          a place to start.     72
morville@semanticstudios.com




                    73
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                    74
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IA Therefore I Am
Peter Morville
morville@semanticstudios.com

Search Patterns
http://searchpatterns.org/
                                   New!
Semantic Studios
http://semanticstudios.com/

Blog
http://findability.org/
                                                 75

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