Designing for Search: Finders Keepers by Tom Chi, Google

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Designing for Search: Finders Keepers by Tom Chi, Google

  1. 1. Finders Keepers: Effective Search Design Tom Chi
  2. 2. Do you need search? <ul><li>Crutch or core flow? What’s its influence on awareness, sign-up, lead gen, & conversion? </li></ul>SEO Social Direct/App Content (or aggregator) Ads/Direct Search SEO/SEM Social Partners Goods (or aggregator) Direct/Rev-Share/Ads Search Service/ Utility Subs Search Consumer Orgs Ads Marketplace Fees Search Buyers Sellers Ads
  3. 3. Using Search Beyond Search <ul><li>Search infrastructure can scalably power browsing & task flows </li></ul><ul><li>Search behavior provides insights to customers expectations & opportunities </li></ul>
  4. 4. Effective Search Technology <ul><li>Fast - technology and design </li></ul><ul><li>Relevant - rank what matters </li></ul><ul><li>Comprehensive - cover enough ground </li></ul><ul><li>Fresh - updates to meet expectations </li></ul>search query search box results page
  5. 5. Search Logs - Query Analysis <ul><li>Part of Speech Analysis </li></ul>buy rainbow unicorns search Nouns for strong indexing Adjectives for refiners Verbs for item actions
  6. 6. Informing Backend Structure buy rainbow unicorns search Leaping Rainbow Unicorn - $54 Unicorn fans, get ready to rock! With a fierce rainbow mane, and a spike of pure gold, leon the leaping unicorn… Unicorn in Rainbow Meadow - $22 Legions of Butterflies, Bunnies, and Flowers have come to rainbow meadow, each with songs to share! Maestro Unicorn leads… Rainbowz brand Unicorn - $39 Legions of Butterflies, Bunnies, and Flowers have come to rainbow meadow, each with their own songs to share! Maestro Unicorn leads… Buy now! Buy now! color: rainbow | white | gold | mottled | sparkle refiners keywords actions
  7. 7. Effective Search Design buy rainbow unicorns search Leaping Rainbow Unicorn - $54 Unicorn fans, get ready to rock! With a fierce rainbow mane, and a spike of pure gold, leon the leaping unicorn… Unicorn in Rainbow Meadow - $22 Legions of Butterflies, Bunnies, and Flowers have come to rainbow meadow, each with songs to share! Maestro Unicorn leads… Buy now! Buy now! color: rainbow | white | gold | mottled | sparkle ping Rainbow Unicorn - $54 corn fans, get ready to rock! With a fier bow mane, and a spike of pure gold, le leaping unicorn… : rainbow | white | gold | mottled ow unicorns in Rainbow Meadow Butterflies, Bunnies, and ow Unic ready to r
  8. 8. Scannability, not Readability <ul><li>Searchers often read just 5-8 words per search, scan 30-50. Spend < 10 sec </li></ul><ul><li>Bolding for Information Scent </li></ul><ul><li>Visual Guideposts for Cognitive Savings </li></ul>Context keyword context context, and more text that provides further context until the next keyword revealing even more. In Theory…
  9. 9. In Practice… While Browsing While Searching “ Cognitive Budget” being Expended
  10. 10. Visual Rhythm for Multimedia <ul><li>Make media comparable - image normalization, quality </li></ul><ul><li>Don’t disrupt text scanning flow </li></ul><ul><li>Create self-coherent info groupings that can be absorbed in a glance </li></ul>
  11. 11. Graphical clustering, but text is scattered and too difficult to scan. Good pacing, several ways / attributes to scan results. Uniform relevance vector.
  12. 12. Assistance, Spelling, Refiners <ul><li>Searching is still difficult for many </li></ul><ul><li>Assistance can speed up search task </li></ul><ul><li>Relevance still matters, useless refiners can take people in the wrong direction </li></ul>query search query assistance query term2 query tastic term3 Did you mean: spell correction? refiners
  13. 13. Additional Design Pointers <ul><li>Multiple boxes - typically confusing </li></ul><ul><li>Federated results - creates multiple #1s </li></ul><ul><li>Zero Results Pages - recovery chance </li></ul>query search x x Option 1 Option 2 select query search Leaping Rainbow Unicorn - $54 Unicorn fans, get ready to rock! With a fierce rainbow mane, and a spike of pure gold, leon the leaping unicorn… Unicorn in Rainbow Meadow - $22 Legions of Butterflies, Bunnies, and Flowers have come to rainbow meadow, each with songs to share! Maestro Unicorn leads… $36 $18 $13 $149
  14. 14. Q&A <ul><li>Email: thegoodtomchi @yahoo.com </li></ul><ul><li>Web: tomchi.com </li></ul>

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