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Designing Mobile Search




by Tyler Tate, TwigKit
photos by Matthew Kenwrick,                  , Mikhail Koninin, Neil Oliver,
Iam Carroll, Pithawat Vachiramon, Kamshots
ux   search
<widget:facets
  facets=”Categories,Sources”
/>
<widget:facets
  facets=”Categories,Sources”
  type=”expandable”
/>
<widget:facets
  facets=”Categories,Sources”
  type=”expandable”
/>
Designing Mobile Search

1   The Rise of the Cross-Channel Experience

2   Characteristics of Mobile Search

3   Design Patterns for Mobile Search

4   Implementation Strategies for Mobile Search
1
                    THE RISE OF
                  CROSS-CHANNEL
                   EXPERIENCES
photos by William Hook, Risager, and Whatleydude
source: Google
photo by Alaina Buzas
photo by thefourelements
source: Amazon.com
Retail – REI
Travel – Virgin Atlantic
Banking – Bank of America
Cross-Channel Design Principles

✴ Consistency
 Users should be able to accomplish a given task
 in a like manner across all channels.
Cross-Channel Design Principles

✴ Consistency
 Users should be able to accomplish a given task
 in a like manner across all channels.
✴ Optimization
 Each channel should play to its strengths.
Cross-Channel Design Principles

✴ Consistency
 Users should be able to accomplish a given task
 in a like manner across all channels.
✴ Optimization
 Each channel should play to its strengths.
✴ Continuity
 Each channel must be aware of all the others.
2
         CHARACTERISTICS
         OF MOBILE SEARCH

photos by William Hook, Risager, and Whatleydude
“Mobile will be bigger than
desktop Internet in 3 years”
– Morgan Stanley
users


 info   context
needs
users


 info   context
needs
Partial Attention


“I like to imagine people as
‘one eyeball and one thumb.’”
– Luke Wroblewski, Mobile First
Delayed Grati cation


                  Later
                   30%      At the time
                                45%
                    Never
                     25%


– Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds
Average Query Length

              Computer      iPhone      Mobile


   Words        2.93         2.93        2.44


 Characters     18.72       18.25        15.89



– Google, http://www2009.eprints.org/81/1/p801.pdf
Average Queries per Session

              Computer      iPhone      Mobile


                1.94         1.82         1.7




– Google, http://www2009.eprints.org/81/1/p801.pdf
users


 info   context
needs
Casual   Lookup   Learn   Investigate
Time



Casual   Lookup      Learn   Investigate
Informational

Geographic

Personal Info

Transactional
Casual        Lookup         Learn       Investigate


               Checking                      Topical
Informational                   Trivia
              Notifications                 Research




                 Friend                      Local
 Geographic                   Directions
                Check-ins                  Exploration




  Personal      Checking      Checking
    Info         Email        Calendar




                                                          Product
Transactional
                                                         Monitoring
users


 info   context
needs
Contextually-driven Info Needs


                 Intrinsic
                   28%

                             Contextual
                                72%



– Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds
spatial   temporal   social
– Church & Smyth 2009, http://tinyurl.com/understandingintent
Mobile Search Design Principles

✴ Answers over results
 Mobile information needs are more defined than
 some desktop searches and are contained in
 shorter sessions.
Mobile Search Design Principles

✴ Answers over results
  Mobile information needs are more defined than
  some desktop searches and are contained in
  shorter sessions.
✴ Precision over recall
  Mobile users are less likely to refine their search
  than desktop users. Ensuring that the best matches
  are on the first page is important for mobile.
Mobile Search Design Principles

✴ Location awareness
 When users are searching for nearby places or
 services, filter the results to the user’s proximity.
Mobile Search Design Principles

✴ Location awareness
 When users are searching for nearby places or
 services, filter the results to the user’s proximity.
✴ Time awareness
 When users are interested in timely information,
 and filter results by time period.
Mobile Search Design Principles

✴ Location awareness
 When users are searching for nearby places or
 services, filter the results to the user’s proximity.
✴ Time awareness
 When users are interested in timely information,
 and filter results by time period.
✴ Social awareness
 Mobile search should both incorporate social
 signals as well as facilitate collaboration.
3
DESIGN PATTERNS
  FOR MOBILE
    SEARCH
Components       Activation Methods   Display Methods
Search results   Always visible       Modal
Search box       Button               Full-screen
Sort controls    Gesture              Inline
Faceted nav
Breadcrumbs
The Search Box
Always visible      Search...
                 Sort
Button
Gesture      Search...
          Sort


Inline
Gesture   Sort

            Search...
Inline
Gesture   Sort


Inline
            Search...
Gesture   Sort


Inline      Search...
Sort Controls
Always visible
                 Best Match   Price   Date
Button   Sort
Faceted Navigation
Best Match   Refine
              Price   Date
Best Match   Refine
                Price      Date


Filter by

 Category               Acoustic

 Condition

 Price

 Seller

 Buying Formats

 Location
Best Match   Refine
                Price      Date


Filter by

 Category               Acoustic

 Condition

 Price

 Seller

 Buying Formats

 Location
Best Match       Refine
                    Price          Date


Narrow by
   New         Refurb.   Used       Broken


 Category                       Acoustic

 Price

 Buying Formats

 Location
Best Match       Refine
                    Price          Date


Narrow by
   New         Refurb.   Used       Broken


 Price


 Category                       Acoustic

 Seller

 Buying Formats

 Location
Best Match       Refine
                    Price          Date


Narrow by
   New         Refurb.   Used       Broken


 Price


 Category                       Acoustic

 Seller

 Buying Formats

 Location
Best Match       Refine
                    Price                  Date


Sort by
  Best Match             Price             Date


Narrow by
   New         Refurb.           Used       Broken


 Price


 Category                               Acoustic

 Seller

 Buying Formats

 Location
Always visible       Search...
                  Sort Match
                   Best                Price          Date



                 Electric   Acoustic    Bass   Aplifiers     Access
Always visible       Search...
                  Sort Match
                   Best                Price          Date



                 Electric   Acoustic    Bass   Aplifiers     Access
Gesture   Best Match   Refine
                        Price   Date


Inline
Price
Gesture   Best Match   Refine
                        Price      Date

          Category              Acoustic
Inline
          Seller

          Buying Formats
Gesture     Best Match       Refine
                              Price          Date


Inline    Narrow by
             New         Refurb.   Used       Broken


           Price


           Category                       Acoustic

           Seller

           Buying Formats
Button   Best Match   Refine
                       Price   Date
                                  Refine


Modal
Button   PriceMatch
          Best        Refine
                       Price      Date
                                     Refine


Modal    Category              Acoustic

         Seller

         Buying Formats
Button     Best Match       Refine
                             Price          Date
                                               Refine


Modal    Narrow by
            New         Refurb.   Used       Broken


          Price


          Category                       Acoustic

          Seller

          Buying Formats
Gesture
Full-screen
Gesture       RefineBest Match           Price   Date


Full-screen
                     Used       Broken




                            Acoustic
Gesture         Best Match       Refine
                                  Price          Date


Full-screen   Narrow by
                 New         Refurb.   Used       Broken


               Price


               Category                       Acoustic

               Seller

               Buying Formats
Button          Guitar
              Best Match   Price   Date efine
                                      R


Full-screen
Button            Search...
                  Guitar
                Best Match              Price          Date efine
                                                          Refine
                                                          R


Full-screen




                Best Match        Refine
                                   Price               Date


              Sort by
                Best Match              Price          Date


              Narrow by
                 New          Refurb.           Used    Broken


               Price
Button            Search...
                Best Match        Refine
                                   Price                  Date efine
                                                             RDone


Full-screen   Sort by
                Best Match              Price             Date


              Narrow by
                 New          Refurb.           Used       Broken


               Price


               Category                                Acoustic

               Seller

               Buying Formats

               Location
Breadcrumbs
Guitar
   Best Match            Price             Date efine
                                              R

Showing new, acoustic guitars. Sorting by price.
4
IMPLEMENTATION
  STRATEGIES
1. Native Apps

            Pros:                 Cons:
            ✴ Apps feel native    ✴ Must be built
                                    per platform
            ✴ Greater access
                 to OS features   ✴ Expensive to
                                    build and
            ✴ Works offline
                                    maintain
            ✴ Marketed in
                                  ✴ App store must
                 app store
                                    approve &
                                    takes cut of sale
2. Mobile Web Apps

Pros:                   Cons:
✴ One app for all       ✴ Doesn’t feel
  mobile platforms        native
✴ Easier to update      ✴ Lacks access to
                          core OS features
✴ No maintenance
  needed for OS
  upgrades
✴ Keep all profits
3. Responsive Websites

Pros:                  Cons:
✴ One code base        ✴ Definitely doesn’t
  for all channels –     feel native
  desktop & mobile
                       ✴ Not as optimized
✴ Cheap to build         for each channel
  and maintain
                       ✴ No offline access
✴ Consistent
                       ✴ Lacks access to
  experience
                         core OS features
  across channels
Responsive Web Design
ENTERPRISE SEARCH
Meetups
www.searchmeetups.com




ENTERPRISE              ENTERPRISE
SEARCH                  SEARCH
London                  Frankfurt
Thank You!
@TylerTate
@TwigKit
www.twigkit.com
Designing Mobile Search




by Tyler Tate, TwigKit
photos by Matthew Kenwrick,                  , Mikhail Koninin, Neil Oliver,
Iam Carroll, Pithawat Vachiramon, Kamshots

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Designing Mobile Search — Frankfurt Edition

  • 1. Designing Mobile Search by Tyler Tate, TwigKit photos by Matthew Kenwrick, , Mikhail Koninin, Neil Oliver, Iam Carroll, Pithawat Vachiramon, Kamshots
  • 2. ux search
  • 3.
  • 7.
  • 8. Designing Mobile Search 1 The Rise of the Cross-Channel Experience 2 Characteristics of Mobile Search 3 Design Patterns for Mobile Search 4 Implementation Strategies for Mobile Search
  • 9. 1 THE RISE OF CROSS-CHANNEL EXPERIENCES photos by William Hook, Risager, and Whatleydude
  • 10.
  • 13.
  • 14.
  • 15.
  • 19. Travel – Virgin Atlantic
  • 20. Banking – Bank of America
  • 21. Cross-Channel Design Principles ✴ Consistency Users should be able to accomplish a given task in a like manner across all channels.
  • 22. Cross-Channel Design Principles ✴ Consistency Users should be able to accomplish a given task in a like manner across all channels. ✴ Optimization Each channel should play to its strengths.
  • 23. Cross-Channel Design Principles ✴ Consistency Users should be able to accomplish a given task in a like manner across all channels. ✴ Optimization Each channel should play to its strengths. ✴ Continuity Each channel must be aware of all the others.
  • 24. 2 CHARACTERISTICS OF MOBILE SEARCH photos by William Hook, Risager, and Whatleydude
  • 25. “Mobile will be bigger than desktop Internet in 3 years” – Morgan Stanley
  • 26. users info context needs
  • 27. users info context needs
  • 28. Partial Attention “I like to imagine people as ‘one eyeball and one thumb.’” – Luke Wroblewski, Mobile First
  • 29. Delayed Grati cation Later 30% At the time 45% Never 25% – Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds
  • 30. Average Query Length Computer iPhone Mobile Words 2.93 2.93 2.44 Characters 18.72 18.25 15.89 – Google, http://www2009.eprints.org/81/1/p801.pdf
  • 31. Average Queries per Session Computer iPhone Mobile 1.94 1.82 1.7 – Google, http://www2009.eprints.org/81/1/p801.pdf
  • 32. users info context needs
  • 33. Casual Lookup Learn Investigate
  • 34. Time Casual Lookup Learn Investigate
  • 36. Casual Lookup Learn Investigate Checking Topical Informational Trivia Notifications Research Friend Local Geographic Directions Check-ins Exploration Personal Checking Checking Info Email Calendar Product Transactional Monitoring
  • 37. users info context needs
  • 38. Contextually-driven Info Needs Intrinsic 28% Contextual 72% – Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds
  • 39. spatial temporal social
  • 40. – Church & Smyth 2009, http://tinyurl.com/understandingintent
  • 41. Mobile Search Design Principles ✴ Answers over results Mobile information needs are more defined than some desktop searches and are contained in shorter sessions.
  • 42. Mobile Search Design Principles ✴ Answers over results Mobile information needs are more defined than some desktop searches and are contained in shorter sessions. ✴ Precision over recall Mobile users are less likely to refine their search than desktop users. Ensuring that the best matches are on the first page is important for mobile.
  • 43. Mobile Search Design Principles ✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity.
  • 44. Mobile Search Design Principles ✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity. ✴ Time awareness When users are interested in timely information, and filter results by time period.
  • 45. Mobile Search Design Principles ✴ Location awareness When users are searching for nearby places or services, filter the results to the user’s proximity. ✴ Time awareness When users are interested in timely information, and filter results by time period. ✴ Social awareness Mobile search should both incorporate social signals as well as facilitate collaboration.
  • 46. 3 DESIGN PATTERNS FOR MOBILE SEARCH
  • 47. Components Activation Methods Display Methods Search results Always visible Modal Search box Button Full-screen Sort controls Gesture Inline Faceted nav Breadcrumbs
  • 49.
  • 50. Always visible Search... Sort
  • 52. Gesture Search... Sort Inline
  • 53. Gesture Sort Search... Inline
  • 54. Gesture Sort Inline Search...
  • 55. Gesture Sort Inline Search...
  • 57. Always visible Best Match Price Date
  • 58. Button Sort
  • 60. Best Match Refine Price Date
  • 61. Best Match Refine Price Date Filter by Category Acoustic Condition Price Seller Buying Formats Location
  • 62.
  • 63.
  • 64. Best Match Refine Price Date Filter by Category Acoustic Condition Price Seller Buying Formats Location
  • 65. Best Match Refine Price Date Narrow by New Refurb. Used Broken Category Acoustic Price Buying Formats Location
  • 66. Best Match Refine Price Date Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location
  • 67.
  • 68.
  • 69. Best Match Refine Price Date Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location
  • 70. Best Match Refine Price Date Sort by Best Match Price Date Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location
  • 71.
  • 72.
  • 73. Always visible Search... Sort Match Best Price Date Electric Acoustic Bass Aplifiers Access
  • 74.
  • 75. Always visible Search... Sort Match Best Price Date Electric Acoustic Bass Aplifiers Access
  • 76. Gesture Best Match Refine Price Date Inline
  • 77. Price Gesture Best Match Refine Price Date Category Acoustic Inline Seller Buying Formats
  • 78. Gesture Best Match Refine Price Date Inline Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats
  • 79.
  • 80.
  • 81. Button Best Match Refine Price Date Refine Modal
  • 82. Button PriceMatch Best Refine Price Date Refine Modal Category Acoustic Seller Buying Formats
  • 83. Button Best Match Refine Price Date Refine Modal Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats
  • 84.
  • 85.
  • 87. Gesture RefineBest Match Price Date Full-screen Used Broken Acoustic
  • 88. Gesture Best Match Refine Price Date Full-screen Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats
  • 89. Button Guitar Best Match Price Date efine R Full-screen
  • 90. Button Search... Guitar Best Match Price Date efine Refine R Full-screen Best Match Refine Price Date Sort by Best Match Price Date Narrow by New Refurb. Used Broken Price
  • 91. Button Search... Best Match Refine Price Date efine RDone Full-screen Sort by Best Match Price Date Narrow by New Refurb. Used Broken Price Category Acoustic Seller Buying Formats Location
  • 93. Guitar Best Match Price Date efine R Showing new, acoustic guitars. Sorting by price.
  • 95. 1. Native Apps Pros: Cons: ✴ Apps feel native ✴ Must be built per platform ✴ Greater access to OS features ✴ Expensive to build and ✴ Works offline maintain ✴ Marketed in ✴ App store must app store approve & takes cut of sale
  • 96. 2. Mobile Web Apps Pros: Cons: ✴ One app for all ✴ Doesn’t feel mobile platforms native ✴ Easier to update ✴ Lacks access to core OS features ✴ No maintenance needed for OS upgrades ✴ Keep all profits
  • 97. 3. Responsive Websites Pros: Cons: ✴ One code base ✴ Definitely doesn’t for all channels – feel native desktop & mobile ✴ Not as optimized ✴ Cheap to build for each channel and maintain ✴ No offline access ✴ Consistent ✴ Lacks access to experience core OS features across channels
  • 98.
  • 100.
  • 101. ENTERPRISE SEARCH Meetups www.searchmeetups.com ENTERPRISE ENTERPRISE SEARCH SEARCH London Frankfurt
  • 103. Designing Mobile Search by Tyler Tate, TwigKit photos by Matthew Kenwrick, , Mikhail Koninin, Neil Oliver, Iam Carroll, Pithawat Vachiramon, Kamshots