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morville@semanticstudios.com




Peter Morville, UX London                         1
morville@semanticstudios.com




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morville@semanticstudios.com
     Design for Discovery




Search
Patterns
         Peter Morville & Jeffery Callender




                                              4
morville@semanticstudios.com




     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.

                                           5
morville@semanticstudios.com




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morville@semanticstudios.com


  Design for Discovery
                                               “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.”


Search
Patterns
      Peter Morville & Jeffery Callender




                                           Illustrated by Jeff Callender, Q LTD
                                                                              7
morville@semanticstudios.com




Most of the complaints
we get are due to the way
users search; they use
the wrong keywords.



                                        t's
                                 ght. I
                       That's Ri
                 Yeah.               rs!
                              d Use
                      e Stupi
                 thos




                                                 8
morville@semanticstudios.com




$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                                                             9
morville@semanticstudios.com




Marcia Bates: Berrypicking, Evolving Search (1989)
                                                           10
morville@semanticstudios.com




       Search is a…
       Complex, Adaptive System

   Goals                    Interaction         Features     Indexing        Tools
   Psychology               Affordances          Technology   Structure       Process
   Behavior                 Language            Algorithms   Metadata        Incentives

                                 Interface

                            Query     Results    Engine       Content


       Users                                                                    Creators




Source: Search Patterns (2010)                                                            11
morville@semanticstudios.com




Principles of Design
Incremental Construction
Progressive Disclosure
Immediate Response             User

Predictability
Alternate Views
                                                     Information
Recognition Over Recall
Minimal Disruption
Direct Manipulation
                           Interface
Context of Use

                                                           12
morville@semanticstudios.com




Incremental Construction   Progressive Disclosure
one step at a time…        more within reach…                13
morville@semanticstudios.com




Immediate Response        Predictability
flow requires feedback…   feed-forward features and results…
                                                          14
morville@semanticstudios.com




Direct Manipulation           Context of Use
tapping into muscle memory…   the delight is in the details…      15
morville@semanticstudios.com




                    16
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                    17
Realtime Search   morville@semanticstudios.com




                                      18
Mobile Search   morville@semanticstudios.com




                                    19
Kiosk Search   morville@semanticstudios.com




                                   20
TV Search   morville@semanticstudios.com




                                21
morville@semanticstudios.com

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
                                                                   22
morville@semanticstudios.com

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.
                                                     23
morville@semanticstudios.com




                    24
Behavior Patterns                morville@semanticstudios.com




Quit

         Query   Results




                                        Thrashing


                                                           Query        Results



Narrow

         Query   Results      Results




                                        Pearl Growing

                                                        Document     Results




Expand

         Query   Results      Results




                                                                                  25
Design Patterns                               morville@semanticstudios.com




Auto-Complete                                             Federated Search

                                                                               Query                    Results
                Qu...          Results      Destination

                 Suggestions




Best First
                                                          Faceted Navigation
                    Query       Results
                                                                               Query         Results    Results




Advanced Search                                           Structured Results

                                                                                Query          Map
                    AND        Results

                        OR

                    NOT


                                                                                                                  26
morville@semanticstudios.com
Auto-Complete


                Qu...          Results   Destination

                 Suggestions




            Because typing (and typos) take time.                          27
morville@semanticstudios.com




                    28
morville@semanticstudios.com




Auto-Complete   Auto-Suggest




                                            29
morville@semanticstudios.com




          Best First

                          Query        Results




In search, results must be simple, fast, and relevant.        30
morville@semanticstudios.com




43%
15%

10%

5%




                           31
               Source: Marti Hearst’s
        Search User Interfaces (2009)
morville@semanticstudios.com




                    32
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                    33
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                    34
morville@semanticstudios.com




Federated Search

                   Query            Results




  Because users don’t know where to look.             35
morville@semanticstudios.com




                    36
morville@semanticstudios.com




                    37
morville@semanticstudios.com




   Faceted Navigation

                   Query      Results        Results




Multiple ways to search (and browse) in combination. 38
"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GBmorville@semanticstudios.com
                                                          >
14 - 15 Inch > Bluetooth > 4 - 5 lbs




                                                                              39
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                    40
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                    41
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                    42
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                    43
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                    44
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                    45
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                    46
Structured Results
                 morville@semanticstudios.com




                                     47
Actionable Results
                 morville@semanticstudios.com




                                     48
morville@semanticstudios.com




                    49
Redefining Search
                morville@semanticstudios.com




                                    50
Question Answering
                 morville@semanticstudios.com




                                     51
Decision Making   morville@semanticstudios.com




                                      52
Understanding   morville@semanticstudios.com




                                    53
Pattern Recognition
                  morville@semanticstudios.com




                                      54
What We Search   morville@semanticstudios.com




                                     55
How We Search   morville@semanticstudios.com




                                    56
morville@semanticstudios.com
                 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                         57
morville@semanticstudios.com




                    58
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                    59
Augmented Reality
                morville@semanticstudios.com




                                    60
Ubiquitous Service Design                                               morville@semanticstudios.com




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


                                                                             I n t e rt w i n g l e


             1976 Information Architecture

                                              1995 User Experience
                1982 Service Design




                                                           2005 Ubiquitous Computing

                    1986 Interaction Design




http://semanticstudios.com/publications/semantics/000633.php                                               61
morville@semanticstudios.com




                               62
The URL Is Dead, Long Live Search
morville@semanticstudios.com




Over 50% of REI
online business is
picked up in a store.


                               63
Cross Media Integration
                                           morville@semanticstudios.com




                                                               64
Source: Subject to Change (2008)
morville@semanticstudios.com
morville@semanticstudios.com




                    66
morville@semanticstudios.com
                                                                  Desktop




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C                  QYPD            XFFW

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& ' ( ) *                                                                                                                                Mobile
8 9 : ;                                        ()23+''4)2&
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        4-./0                     ,HUVM
                                                  -).,$
                                                /$"$3(,)%

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                    +NN0M_.MN                                +$"0               /(!&(            .,$5       #)         -)&$
                                                                                ).$&             3!&(       6!37       (,("$/

                                     Kiosk
                                                                                                                                            67
morville@semanticstudios.com




                    68
morville@semanticstudios.com



 My Shelf




                    69
morville@semanticstudios.com




http://www.slideshare.net/jessmcmullin/                70
morville@semanticstudios.com




                                                “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.”
                                                                            71
morville@semanticstudios.com
Scales of
Experience
Mike Kuniavsky




                          1cm 10cm   1m    10m    100m    1km

                    Covert

                    Mobile

                   Personal

                 Environmental

                 Architectural                   Urban
                                                                72
morville@semanticstudios.com
          Heuristics for
Pervasive Information Architecture




        Andrea Resmini & Luca Rosati
           http://pervasiveia.com/                         73
morville@semanticstudios.com




                    74
morville@semanticstudios.com




                    75
Search is a Wicked Problem
                         morville@semanticstudios.com




                 •  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.


                                             76
morville@semanticstudios.com
User Experience Honeycomb: Searcher’s Edition

                                           Useful                                Accessible
                                           Is it useful? Is search the right     Will it work for all users? Are
                                           solution? Will it help our users      features and results accessible
                                           achieve their goals? And, given       to blind and visually impaired
                                           the state of technology, should       users? Can people search from
                                           we revisit our goals? Can search      a wide variety of platforms and
                                           be more?                              browsers?
                                           Usable                                Credible
                                           Is it easy to use with maximum        Does the design inspire trust?
                                           efficiency and minimal error?           Do the order and display of
                                           Are there affordances for novice       results convey authority? Will
                                           and expert searchers? Are there       users believe that the top
                                           gentle slopes to support              results are the best or most
                                           learning?                             popular or most relevant?
                                           Desirable                             Valuable
                                           Is it satisfying to use? Does it      What is the value of search?
                                           make people want to search?           Does it build the bottom line or
                                           Does it embody the values and         advance the mission? Is the
                                           identity of your brand? Does          user experience aligned with
                                           search leverage the power of          strategy? Can search confer
                                           emotional design?                     competitive advantage?
                                          Findable                               Erasable
                                          Can users find your site? Can           How do these qualities interact?
                                          they find their way around your         Which are most and least
                                          site? Can they find your content        important to search? What have
                                          despite your site? Is search           we missed? Go ahead. Erase a
                                          aligned with search engine             few. Add your own. This is only
                                          optimization?                          a place to start.     77
morville@semanticstudios.com




                    78
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                    79
morville@semanticstudios.com




IA Therefore I Am
Peter Morville
morville@semanticstudios.com

Search Patterns
http://searchpatterns.org/
                                   New!
Semantic Studios
http://semanticstudios.com/

Blog
http://findability.org/
                                                 80

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