Designing Mobile Search, NYC Edition

Tyler Tate
Tyler TateCo-founder & CEO at Crema.co
Designing Mobile Search




by Tyler Tate, TwigKit
photos by Matthew Kenwrick, ゆうくんと 呼んで, Mikhail Koninin, Neil Oliver,
Iam Carroll, Pithawat Vachiramon, Kamshots
design   search
Designing Mobile Search, NYC Edition
Designing Mobile Search, NYC Edition
Units Shipped
                                                  800 million
      Desktop PCs                Smartphones                                   Forecast

       Laptop PCs                Tablets




  2005         2006          2007         2008         2009          2010         2011        2012          2013

 “Beyond the PC” by The Economist, Oct 8th 2011. Sources: Cisco, Gartner, Informa Telecoms & Media, KPCB, Morgan
 Stanley, UN, Yankee Group, The Economist.
                                                            .
Bring Your Own Device

✴ 28% of the current workforce is already using
  personal devices for work
✴ 56% of US companies already have a formal
  BYOD policy in place
✴ 94% of global companies plan to have a BYOD
  policy by mid-2013



  – Citrix, http://www.citrix.com/site/resources/dynamic/additional/Citrix_BYO_Index_report.pdf
Designing Mobile Search

1   Mobile Searchers

2   Design Principles

3   Design Solutions

4   Implementation Strategies
1
                                   MOBILE
                                 SEARCHERS

photos by William Hook, Risager, and Whatleydude
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
Information Needs

                Type




     Motive
Search Motive




 Casual
Search Motive




 Casual   Lookup
Search Motive




 Casual   Lookup   Learn
Search Motive




 Casual   Lookup   Learn   Investigate
Search Type




Informational
Search Type




Informational   Geographic
Search Type




Informational   Geographic   Personal Info
Search Type




Informational   Geographic   Personal Info Transactional
Search Type




Informational   Geographic   Personal Info Transactional
Casual   Lookup   Learn   Investigate


Informational




 Geographic




  Personal
Information
Management




Transactional
Casual     Lookup     Learn       Investigate


                Window              Information
Informational              Trivia                  Research
                Shopping             Gathering




 Geographic




  Personal
Information
Management




Transactional
Casual      Lookup         Learn        Investigate


                Window                   Information
Informational                 Trivia                     Research
                Shopping                  Gathering




                 Friend                  Local Points     Travel
 Geographic                 Directions
                Check-ins                 of Interest    Planning



  Personal
Information
Management




Transactional
Casual      Lookup         Learn        Investigate


                Window                   Information
Informational                 Trivia                     Research
                Shopping                  Gathering




                 Friend                  Local Points     Travel
 Geographic                 Directions
                Check-ins                 of Interest    Planning



  Personal
                Checking    Checking      Situation      Lifestyle
Information
                Messages    Calendar      Analysis       Planning
Management




Transactional
Casual         Lookup        Learn        Investigate


                Window                     Information
Informational                   Trivia                     Research
                Shopping                    Gathering




                 Friend                    Local Points     Travel
 Geographic                   Directions
                Check-ins                   of Interest    Planning



  Personal
                Checking       Checking     Situation      Lifestyle
Information
                Messages       Calendar     Analysis       Planning
Management



               Acting on        Price        Online        Product
Transactional
              Notifications   Comparison    Shopping      Monitoring
Delayed Gratification


                  Later
                   30%      At the time
                                45%
                    Never
                     25%


– Sohn et al. 2008, http://tinyurl.com/mobileinfoneeds
2
                                   DESIGN
                                 PRINCIPLES

photos by William Hook, Risager, and Whatleydude
1. Content Trumps Controls

Most search controls
(such as sorting and
filtering) should be
displaced off-screen so
that search results take
center stage.
2. Answers Over Results

                For “lookup” infor-
                mation needs, it’s often
                more efficient to
                directly answering the
                user’s query rather
                than force them to click
                on a search result.
3. Contextual Sensitivity

Strive for awareness of
the the user’s context,
such as their task,
location, and social
surroundings.
4. Cross-Channel Continuity

The actions performed on any
particular channel should propagate to
all other channels of the ecosystem.
4. Cross-Channel Continuity
3
 DESIGN
SOLUTIONS
Designing Mobile Search, NYC Edition
input


refine   search
         results
input


refine   search
         results
The Search Box
Designing Mobile Search, NYC Edition
In the navigation bar      Search...
                        Sort
In a secondary   Sort


toolbar            Search...
Via a pull-to-reveal      Search...
                       Sort


gesture
Via a pull-to-reveal   Sort

                         Search...
gesture
Via a pull-to-reveal   Sort


gesture
                         Search...
Via a pull-to-reveal   Sort


gesture                  Search...
Designing Mobile Search, NYC Edition
As-you-type suggestions
As-you-type suggestions
Other Input Methods
Location
Audio
Visual
Drawing
input


refine   search
         results
input


refine   search
         results
Display Formats
List
Grid
Map
Augmented
Reality
Toggling the Display Format
Segmented      Search...


control in a    List       Map   Images


toolbar
Segmented           List   Map   Images


control centered
in the navigation
bar
Single button in   Search...   Map


the navigation
bar
input


refine   search
         results
input


refine   search
         results
Inline Controls
Designing Mobile Search, NYC Edition
Designing Mobile Search, NYC Edition
Dedicated Screen
Best Match   Refine
              Price   Date
Filtering     Best Match   Refine
                            Price      Date


            Filter by

             Category               Acoustic

             Condition

             Price

             Seller

             Buying Formats

             Location
Filtering with a     Best Match       Refine
                                       Price          Date


segmented          Narrow by
                      New         Refurb.   Used       Broken
control
                    Category                       Acoustic

                    Price

                    Buying Formats

                    Location
Filtering with a     Best Match       Refine
                                       Price          Date


slider             Narrow by
                      New         Refurb.   Used       Broken


                    Price


                    Category                       Acoustic

                    Seller

                    Buying Formats

                    Location
Sorting with a     Best Match       Refine
                                     Price                  Date


segmented        Sort by
                   Best Match             Price             Date
control
                 Narrow by
                    New         Refurb.           Used       Broken


                  Price


                  Category                               Acoustic

                  Seller

                  Buying Formats

                  Location
Dedicated refinement screens
Accessing the Refinement Screen
Button in the      Guitar
                 Best Match   Price   Date efine
                                         R


navigation bar
Button in the        Search...
                     Guitar
                   Best Match              Price          Date efine
                                                             Refine
                                                             R


navigation bar




                   Best Match        Refine
                                      Price               Date


                 Sort by
                   Best Match              Price          Date


                 Narrow by
                    New          Refurb.           Used    Broken


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


navigation bar   Sort by
                   Best Match              Price             Date


                 Narrow by
                    New          Refurb.           Used       Broken


                  Price


                  Category                                Acoustic

                  Seller

                  Buying Formats

                  Location
Button in the navigation bar
Gesture
Gesture   RefineBest Match           Price   Date




                 Used       Broken




                        Acoustic
Gesture     Best Match       Refine
                              Price          Date


          Narrow by
             New         Refurb.   Used       Broken


           Price


           Category                       Acoustic

           Seller

           Buying Formats
Button or gesture
Button and popover
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
Designing Mobile Search, NYC Edition
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, ゆうくんと 呼んで, Mikhail Koninin, Neil Oliver,
Iam Carroll, Pithawat Vachiramon, Kamshots
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Designing Mobile Search, NYC Edition