search patterns: the future of discovery
DESCRIPTION
Peter Morville's talk at UX London 2010.TRANSCRIPT
5
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.
7
“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.”
Illustrated by Jeff Callender, Q LTD
Design for Discovery
Peter Morville & Jeffery Callender
SearchPatterns
8
Most of the complaints we get are due to the way users search; they use the wrong keywords.
Yeah. That's Right. It's
those Stupid Users!
9
$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
11
Search is a… Complex, Adaptive System
Source: Search Patterns (2010)
EngineResults ContentQuery
CreatorsUsers
Interface
GoalsPsychologyBehavior
InteractionA!ordancesLanguage
FeaturesTechnologyAlgorithms
IndexingStructureMetadata
ToolsProcessIncentives
Principles of Design Incremental Construction Progressive Disclosure Immediate Response Predictability Alternate Views Recognition Over Recall Minimal Disruption Direct Manipulation Context of Use
12
Interface
Information
User
13
Incremental Construction Progressive Disclosure one step at a time… more within reach…
14
Immediate Response Predictability flow requires feedback… feed-forward features and results…
15
Direct Manipulation Context of Use tapping into muscle memory… the delight is in the details…
22
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
23
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.
25
Behavior Patterns Quit
ResultsQuery
Narrow
ResultsQuery Results
Expand
Query ResultsResults
Pearl Growing
Document Results
Thrashing
Query Results
26
Design Patterns Auto-Complete
Qu...
Suggestions
DestinationResults
Best First
ResultsQuery
Faceted Navigation
ResultsQuery Results
Advanced Search
NOT
OR
AND Results
Structured Results
MapQuery
Federated Search
Query Results
27 Because typing (and typos) take time.
Auto-Complete
Qu...
Suggestions
DestinationResults
38 Multiple ways to search (and browse) in combination.
Faceted Navigation
ResultsQuery Results
39
"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GB > 14 - 15 Inch > Bluetooth > 4 - 5 lbs
57
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
Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.
32,000 B.C. Visual Thinking
1976 Information Architecture
1982 Service Design
1986 Interaction Design
1995 User Experience
2005 Ubiquitous Computing
Intertwingle
Ubiquitous Service Design
http://semanticstudios.com/publications/semantics/000633.php
67
! " # $ % & ' ( ) *+,-./0 1./23
4-./0
, 5 6 7 8 9 : ;< = > ? 1 @ A
+--B04CDEF
,0.G/HIJKI*(>%'$#
#LL-B.MNOPQF
>.RBSTBUV0GPQFW
+GNS/HU204XFOP
"HSN0I7G.-04WWEQ
9UM.NHUMI+--B04XFQY
1.M.M.4FWYC
;0ZUM4XFFW
?.B0M/S.I)G.ML04QYPD
7G00MI*0--0G4FPOO
(N0ZI"0SLHN[IIIIIIIIIIO\DQIBJ
@0]N
7UI1./2 #4-.^UB ?URZ0 >.BB+NN0M_.MN
(N0Z4I@UNI,HUVM
%K-0ISN0ZIM.Z0`INH0MI40B0/NI-S/NRG0
!""
#$%&$
!'()'*
+,('-).,$/
/($0'1
()23+''4)2&-).,$
/$"$3(,)%
+$"0 /(!&().$&
.,$53!&(
#)6!37
-)&$(,("$/
!""#$#%&'()*#+,#-)")./)#0.()# # # # ######1.2)#3#&4#35
Desktop
Kiosk
Mobile
71
“When a unique identifier is attached to an object, it
becomes possible to collect the metadata about that object into
a single information shadow.”
“The unique identifier is the leverage point with which to access and manipulate the
whole information shadow in relation to similar shadows.”
While Kuniavsky advises that we view information as one of many design materials (like wood and carbon fiber) from which devices can be made, he
also highlights its role as “the core material in creating user experiences.”
72
Covert
Mobile
Personal
Environmental
Architectural Urban
1cm 10cm 1m 10m 100m 1km
Scales of Experience Mike Kuniavsky
73
Heuristics for Pervasive Information Architecture
Andrea Resmini & Luca Rosati http://pervasiveia.com/
76
• 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.
Search is a Wicked Problem
77
ErasableHow do these qualities interact? Which are most and least important to search? What have we missed? Go ahead. Erase a few. Add your own. This is only a place to start.
User Experience Honeycomb: Searcher’s Edition
UsefulIs it useful? Is search the right solution? Will it help our users achieve their goals? And, given the state of technology, should we revisit our goals? Can search be more?
UsableIs it easy to use with maximum e!ciency and minimal error? Are there a"ordances for novice and expert searchers? Are there gentle slopes to support learning?
DesirableIs it satisfying to use? Does it make people want to search? Does it embody the values and identity of your brand? Does search leverage the power of emotional design?
FindableCan users find your site? Can they find their way around your site? Can they find your content despite your site? Is search aligned with search engine optimization?
AccessibleWill it work for all users? Are features and results accessible to blind and visually impaired users? Can people search from a wide variety of platforms and browsers?
CredibleDoes the design inspire trust? Do the order and display of results convey authority? Will users believe that the top results are the best or most popular or most relevant?
ValuableWhat is the value of search? Does it build the bottom line or advance the mission? Is the user experience aligned with strategy? Can search confer competitive advantage?
80
IA Therefore I Am Peter Morville [email protected]
Search Patterns http://searchpatterns.org/
Semantic Studios http://semanticstudios.com/
Blog http://findability.org/
New!