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How to understand and design search for users.
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UNDERSTANDING USERS’ SEARCH INTENTMags Hanley
Search Solutions 2013
27 November 2013
WHAT DO I MEAN ‘SEARCH INTENT’?
What do users want?
Problem or need
Enterprise, company or service
Content, services or products
Good search results
Example
The kids are off for half-term
Events in London
Things to do
Museums
Theatre
Kids’ activities
Kids’ workshop
at the Science Museum
EXERCISE IN INTENT AND FACETS
ResultsTerm Users’ intent Facet/ structure
free I’m cheap. Pricing
brunch Full English vs. eggs benedict Mealtimes
jazz My music tastes are sophisticated.It’s a logical place to find this information.
Music genres
Les Miserables Is the DVD out for Christmas?I want to see the theatre musical.
Name
Italian Pasta anyone? Cuisine
Shoreditch What’s local to me? Area
kids It’s half term, what can we do?
Audience
today I’m bored – what can I do? Date
clubbing Let’s dance! Subject
What does this exercise show us?• Know the content in context
• Les Miserables in London – theatre, movie, DVD, • Les Miserables in Paris – book, play, movie, DVD
• Know the time of the year• Today – immediacy of the search – ‘Give me something good’• Ice skating – in winter• Festivals – in summer
• Know the users’ mental model in context• Location – zone, village and postcode• Music terms per country, even though music is international
What’s urban music?It’s black - NY It’s a scene - London
SEARCH SYSTEMS
Peter Morville – In Defence of Search – December 7, 2001http://semanticstudios.com/publications/semantics/000004.php
Search system
USERS’ INTENT
Modes of information seeking
Marcia Bates – Modes of Information SeekingHttp://gseis.ucla.edu/faculty/bates/articles/info_SeekSearch-i-030329.html
Supporting intent in the search interface
OR
Other search input models
Facet use in different countriesParis facet use New York facet use
Facet use in different countriesLondon facet use
CONTENT STRUCTURED TO SUPPORT INTENT
Matching intent in the content
Does it match what users are looking for?
Some examples:
• Product numbers of panel boards and switches, searched by contractors and engineers. The company didn’t structure the content to allow this to happen.
• Sort codes and branch details for a retail bank
• Mealtimes in Time Out – more popular than cuisines. Is the content tagged or have keywords in the content?
Location in London
Levels of granularity• Postcode (TW9 2SU)• Street (Oxford St)• Town/village (Hammersmith, Camden)• Area (South-West London)• City-wide (London)
• How do we allow people to search them all? Do we even capture this information?
PRESENTING RESULTS TO SUPPORT INTENT
Support intent in the results• Search results – do you show the information in the
results people are asking? Enough to make a decision?
• Business goals – are you consciously showing the content the business wants to promote? Does it enhance the user experience?
• Content types – are we showing the information people want? More events for a music search; more venues for restaurant search.
WHAT CAN YOU DO?
Activities• Review your search logs and interface analytics
• Analyse the interface and failing searches to see intent and understand ways to change it
• Test it in usability sessions – talk aloud when typing in queries and what the people expected the results to be
• Understand your content and how it matches to the intent of the users
• Structure the content better and leverage in the interface or query engine
Thank you
Mags Hanley
Twitter: @magshanley
LinkedIn:
uk.linkedin.com/pub/margaret-hanley/0/180/3a5/