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Peter Morville, IA Summit
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Design for Discovery
Peter Morville & Jeffery Callender
Search
Patterns
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information architecturen.
The structural design of sharedinformation environments.
The combination of organization,labeling, search, and navigationsystems in web sites and intranets.
The art and science of shapinginformation products and experiencesto support usability and findability.
An emerging discipline andcommunity of practice focused onbringing principles of design andarchitecture to the digital landscape.
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Search is among themost disruptive
innovations of our time.
It influences what we
buy and where we go. It
shapes how we learnand what we believe.
Illustrated by Jeff Callender, Q LTD
Design for Discovery
Peter Morville & Jeffery Callender
Search
Patterns
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Most of the complaintswe get are due to the wayusers search; they usethe wrong keywords.
Yeah.That's
Right.It's
thoseStupi
dUsers!
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$earch MetricsHome 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
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Marcia Bates: Berrypicking, Evolving Search (1989)
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Search is aComplex, Adaptive System
Source: Search Patterns (2010)
EngineResults ContentQuery
CreatorsUsers
Interface
Goals
PsychologyBehavior
Interaction
AffordancesLanguage
Features
TechnologyAlgorithms
Indexing
StructureMetadata
Tools
ProcessIncentives
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Principles of Design
Incremental Construction
Progressive Disclosure
Immediate Response
Predictability
Alternate Views
Recognition Over Recall
Minimal DisruptionDirect Manipulation
Context of Use
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Interface
Information
User
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Incremental Construction Progressive Disclosure
one step at a time more within reach
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Immediate Response Predictability
flow requires feedback feed-forward features and results
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Direct Manipulation Context of Use
tapping into muscle memory the delight is in the details
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Realtime Search
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Mobile Search
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Kiosk Search
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TV Search
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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 inwhich man feels at home, have alwaysbeen made by people who were very closeto the center of this way.
It is not possible to make great buildings,or great towns, beautiful places, placeswhere you feel yourself, places where youfeel alive, except by following this way.
And, as you will see, this way will leadanyone who looks for it to buildingswhich are themselves as ancient intheir form, as the trees and hills,and as our faces are.
The Timeless Way of Building
Christopher Alexander
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Window Place (180)
Everybody loves window seats,bay windows, and big windowswith low sills and comfortablechairs 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.
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Behavior Patterns
Quit
ResultsQuery
Narrow
ResultsQuery Results
Expand
Query ResultsResults
Pearl Growing
Document Results
Thrashing
Query Results
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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
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27Because typing (and typos) take time.
Auto-Complete
Qu...
Suggestions
DestinationResults
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Auto-Complete Auto-Suggest
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Best First
ResultsQuery
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43%
15%
10%
5%
Source: Marti Hearsts
Search User Interfaces (2009)
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35Because users dont know where to look.
Federated Search
Query Results
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38Multiple ways to search (and browse) in combination.
Faceted Navigation
ResultsQuery Results
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"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GB >14 - 15 Inch > Bluetooth > 4 - 5 lbs
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Limited facets after
initial search.
Rich facets uponselecting a category.
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Structured Results
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Actionable Results
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Redefining Search
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Question Answering
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Decision Making
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Understanding
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Pattern Recognition
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What We Search
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How We Search
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Multichannel
Source: Subject to Change (2008)
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My Shelf
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findability n
The quality of being locatable or
navigable.
The degree to which an object iseasy to discover or locate.
The degree to which a system orenvironment supports wayfinding,navigation, and retrieval.
ambient adj
Surrounding; encircling;enveloping (e.g., ambient air)
the ability to find anyone or anythingfrom anywhere at anytime
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David Rose
ambientdevices.com
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Spime Search
WineM
A smart wine rack that uses RFID totrack bottles in the rack and identifyones that fit the selection criteria.
Collectors and restaurants can useWineM racks to search collections
The wine can be dynamicallyreorganized by any combination ofyear, region, price, etc.
A handheld device accepts queries,and full-color LED lights transformthe rack and bottles into a searchresults interface. The system evensupports faceted navigation.
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Augmented Reality
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by Dan Hill
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Urban Sensing by Dan Hill
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Hybrid between design,engineering, and marketing.
No definitive formulation. Considerable uncertainty. Complex interdependencies. Incomplete, contradictory, and
changing requirements.
Stakeholders have radicallydifferent world views.
Its a project and a process. The problem is never solved.
Search is a Wicked Problem
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ErasableHow do these qualities interact?Which are most and leastimportant to search? What havewe missed? Go ahead. Erase afew. Add your own. This is onlya place to start.
User Experience Honeycomb: Searchers Edition
UsefulIs it useful? Is search the right
solution? Will it help our usersachieve their goals? And, giventhe state of technology, shouldwe revisit our goals? Can searchbe more?
UsableIs it easy to use with maximumefficiency and minimal error?Are there affordances for novice
and expert searchers? Are theregentle slopes to supportlearning?
DesirableIs it satisfying to use? Does itmake people want to search?Does it embody the values andidentity of your brand? Doessearch leverage the power of
emotional design?
FindableCan users find your site? Canthey find their way around yoursite? Can they find your contentdespite your site? Is searchaligned with search engineoptimization?
AccessibleWill it work for all users? Are
features and results accessibleto blind and visually impairedusers? Can people search froma wide variety of platforms andbrowsers?
CredibleDoes the design inspire trust?Do the order and display ofresults convey authority? Will
users believe that the topresults are the best or mostpopular or most relevant?
ValuableWhat is the value of search?Does it build the bottom line oradvance the mission? Is theuser experience aligned withstrategy? Can search confer
competitive advantage?
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ill @ ti t di
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IA Therefore I AmPeter Morville
Search Patterns
http://searchpatterns.org/
Semantic Studios
http://semanticstudios.com/
Blog
http://findability.org/
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