Here are the steps to find showtimes for "Transcendence" tonight at AMC Tysons Corner:1. Open a web browser on your iPhone 2. Go to Google.com or another search engine3. Type "AMC Tysons Corner showtimes" into the search bar4. Click on the AMC Theatres website link in the results5. Select the date for tonight 6. Find "Transcendence" in the list of movies and see the showtimes next to itLet me know if you have any other questions

Mobile search for seniors
Mobile search engines for senior citizens:
Design challenges and opportunities 
University of Baltimore M.S Information Architecture & Interaction
Design Thesis
Presented by: Nikki Kerber, Senior Information Architect

! 5. Suggested Search Design Guidelines
Agenda:
1. Today’s Modern Senior
2. Health and Aging Factors
3. Search Behavior
4. The Research Study - Observing Seniors Using
Search

!
Today’s Modern Senior

Defining “Senior Citizen”
• Goldman Sachs defines seniors as those who are at least 60 years old to be
an “older adult”, who “as retirement from full-time work, life expectancy,
health and economic expectations increase”.
• Jakob Nielsen does not include individuals less than 65 years old.
• Classification system proposed by Robert Bailey
• Age 18 - 39 years = young users
• Age 40 - 59 years = middle-aged users
• Age 60 - 74 years = older users
• Age 75 + = old-old users
"

17.5M
2009
19M
2012
20M
2015
7M

85+
age
2020
Population Statistics and Internet Usage

“Wired” Seniors - General Statistics

66% Product
research
66% Health
or
medical
content
/
research
27% Facebook

6% Twitter

51%
More
likely
than
younger
users
to
use

search
engines
first

Mobile Usage Among Seniors
• 2010, smartphone sales accounted for 19.3% of overall mobile phone sales
in the third quarter
• On average, only 18% adoption rate of smartphones in 2014.
• Search is the most visited website on mobile devices, constituting 77% of
browser history

!
Health and Aging Factors

Vision Impairments
Impairment
• Most common health issue in adults.
• Vision decline typically starts at age 40.
• 10% are legally blind.
• Age-related Macular-Degeneration (AMD).
• Glaucoma.
• Diabetic eye disease.
Results in
• Decreased ability to focus on near tasks.
• Color perception and sensitivity issues.
• Reduction of the visual field.

Hearing Impairments
Impairment
• 18.8% of seniors age 61 - 80 experience moderate -
severe deafness.
• Miss attention getting sounds with peaks over 2500
Hz.
Results in
• Impaired listener may miss words in conversation,
leading to guessing at overall meaning.
• Speech software need to be able to cope with hearing
impairment.
• Incorporate transcripts into all audio and video files (and
good to 508 compliance).

Meta-cognition Impairments
Definition
• The understanding and awareness of one’s own
thought process.
Impairment
• Hippocampus is critical for retention, whereas the frontal
lobes are necessary for conditional aspects of a task.
• Alzheimers - 1 in 8 older Americans affected.

Search is a Cyclic Process

01
Preparation

01
Preparation
Decide
which
S.E
to
use
and

how
to
navigate
to
it.

01
Preparation
02
Exploration
Decide
which
S.E
to
use
and

how
to
navigate
to
it.

01
Preparation
02
Exploration
Decide
which
S.E
to
use
and

how
to
navigate
to
it.
Explore
and
analyze
results.

01
Preparation
02
Exploration
03
Consolidation
Decide
which
S.E
to
use
and

how
to
navigate
to
it.
Explore
and
analyze
results.

01
Preparation
02
Exploration
03
Consolidation
Decide
which
S.E
to
use
and

how
to
navigate
to
it.
Explore
and
analyze
results.
Determines
if
results
match

the
their
goal.

01
Preparation
02
Exploration
03
Consolidation
Decide
which
S.E
to
use
and

how
to
navigate
to
it.
Explore
and
analyze
results.
Determines
if
results
match

the
their
goal.
Results in
• Time delays can lead to short term memory loss
• Difficulty learning new technologies
• Increases overall time-on-task
• Must remember search topic
• Must remember to begin or stop during one of these three stages

Physical Impairments
Impairments
• Reduced muscular control = hand tremors
• Postural instability
• Parkinson's Disease
• Arthritis
Results
• Difficult to move and click a mouse
• Difficult to scroll down a web page
• May miss standard size links or icons
• Overall time-on-task increases

!
Search Behavior

Factors that affect search
DDomain Knowledge
SSearch expertise
CCognitive schemas
SSearch goals

Each can be used together, with the user tailoring their search based on initial
search goal and information found after initial search results have been
displayed.
Navigational queries
Help the user find a particular website or pinpoint a specific
source of information.
Informational queries
Help the user find a specific piece of information on a handful
of websites.
Transactional queries
Help conduct a “web-mediated” activity like completing an
online form or watching a video.
A
B C
A
B
C
Types of Search

Search Patterns

Search Patterns
Search
and

browse
1. User goes to search
2. Enters query
3. Clicks on result from
SERP
4. Navigates through
website
5. Repeats steps 2-‐3

Search Patterns
Search
and

browse
2. Enters query
SERP
website
Pogosticking
2. Enters query
3. Clicks on result
4. Back to SERP
5. Repeats step 3-‐4

Search Patterns
Search
and

browse
2. Enters query
SERP
website
Pogosticking
2. Enters query
3. Clicks on result
4. Back to SERP
Minimize
result

set
Filter and sort results if
given result set is too
large for user’s comfort
level.

Search Patterns
Search
and

browse
2. Enters query
SERP
website
Pogosticking
2. Enters query
3. Clicks on result
4. Back to SERP
Minimize
result

set
Filter and sort results if
given result set is too
large for user’s comfort
level.
Judge
results

quickly
Often scan the first SERP
and proceed several
pages deep into the
result set.
Will only look at the first
page if it’s decided the
query was successful.

Results based on geographic location -
GPS.
Local results
#
Induces competition with limited
resources required to navigate the
environment safely.
Context dependency
#
Impact on attention and overall decline in
task performance.
> Scanning environment up to 8 times
while page loads, or other distraction.
Bidding for user attention
#
Mobile Search Qualities
60% transactional
29% navigational
10% informational

1
2
3
4
5
7
6
2.6 words per query = 15
characters or less
Mobile search increases
from 5 AM - 10 PM
Focus on top results
on first page
Local results, adult
content, music, and
sports stats
< 10% results CTR = rely
heavily on search snippets
Mobile search observations

!
The Research Study - Observing Seniors Using Search

How do seniors use mobile search?$
Which search engine features do
seniors use and pay attention to after
performing a search?
$
What kind of information do seniors
look for online?
$
Research Questions

• 15 total participants
• Aged 55 - 70
• Age 55 - 59 = 4 participants
• English as primary language
• Had some college education
• Were slightly familiar with mobile devices (tablets and smart phones)
• 8 retired
• 7 part / full time employees
• 1 -3 hours spent online for majority of participants
% &
' "
Participant Demographics

Tools Used
1
2
3
4
5
6
Magitest
-‐
$50
Reflector
-‐
$11
Camtasia
-‐
$75
Apple
iPhone
5s
running
OS

7.1.2
MacBook
Pro
running
OS

10.8.9
(Mountain
Lion)
System
Usability
Scale
(SUS)

questionnaire

Tasks

Tasks
Task
#1
You and a friend want to
see the movie
“Transcendence” tonight
at the AMC Theatre in
Tysons Corner, VA. What
are the show times for
tonight?

Tasks
Task
#1
see the movie
tonight?
Task
#2
At a recent doctor’s visit, it
was suggested that you
might have COPD. What is
COPD and how do you
treat this condition?

Tasks
Task
#1
see the movie
tonight?
Task
#2
COPD and how do you
Task
#3
Your daughter is getting
married in Austin, TX this
August. Find the price of
a round-‐trip ticket from
BWI airport in Baltimore
to Austin, TX this Sunday,
August 2 -‐ Saturday,
August 9.

Tasks
Task
#1
see the movie
tonight?
Task
#2
COPD and how do you
Task
#3
August 9.
Task
#4
Your financial advisor
suggested that opening
an online savings
account typically yield
higher interest than
banks like PNC Bank. Find
out which online bank(s)
offers the highest rates.

Task Results - Reported on Mobile
Task Google Bing Yahoo!
T1
-‐
Movie

showtimes
3
/
3 2
/
2 2
/
3
T2
-‐
Define
COPD 3
/3
2
/
2 3
/
3
T3
-‐
Flight
Ticket 3
/3
2
/
3 4
/
4
T4
-‐
Online
Savings

Account
91.6% 88% 92.8%

Task #1 Observations
• Often resulted in rich snippet
• 4 out of 7 users saw and reported a successful answer using rich results
• Would not use a desktop to find movie times or similar data.Task
#1
see the movie
tonight?

• Often resulted in rich snippet on both mobile and
desktop.
• Those on desktops, thought this was an ad —>
• Would go directly to credible health website
rather than use search first.
Task
#2
COPD and how do you

• Only 1 mobile found the rich snippet for flight information
as most queries did not result in a display.
• Almost all participants used generic terms like “Expedia” or
“Travelocity”.
• This is considered to be a “serious” task and would be best
suited for desktops.
• Longest time-on-task at 6 minutes.
Task
#3
August 9.

Task #3 Video

• Average time-on-task was longer on desktop than mobile.
• Shorter query on mobile - “online savings” and “internet only banks”
• All mobile users clicked on the same search result, compared to
desktop.
Task
#4
Your financial advisor
suggested that opening
an online savings
account typically yield
higher interest than
banks like PNC Bank. Find
out which online bank(s)
offers the highest rates.

!
Suggested Search Design Guidelines

Best Practices and Observations
1
2
3
4
5
7
6
8
9
Use
action
words
in
links
Make
link
treatments

consistent

and
obvious
Use
scalable
fonts
and

options
to

increase
font
size
Use
consistent
instructions
to

users,

and
keep
terminology
simple
Use
simple
navigation
and

provide
redundant

navigational
cues
Use
simple
navigation
and

provide
redundant

navigational
cues
Ensure
search
results
can
be

easily
scanned
and
are

comprehensible
by
allowing

filter
and
sort
functionality
Highlight
the
terms
that

match
the
original
search

query
Rich
Snippets
were
used
both

on
desktop
and
mobile,
with

more
usage
on
desktop
10
Autocomplete
on
mobile

implies
that
a
suggested

query
be
used.

Fusion
PowerPoint Presentation
www:
E-mail:
nicolekerber.com
nkerber1@gmail.com
ContactNikki Kerber
Thank you!

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Recently uploaded

Recently uploaded (20)