by: Abby CoverT

Search is the front door to

User Experience

everything is complex

I intend to because I believe

facilitate understanding organize meaning, create clarity and establish truth

put the what before the how

make the unclear clear

information architect

understanding is always good but it is equally important to not understand

clarity is a prerequisite of truth

I am an

by: Abby Covert & Dan Klyn

architecture frames problems, design solves them

support goals, makers and users

iamania.com

everything is complex

I intend to because I believe

facilitate understanding organize meaning, create clarity and establish truth

put the what before the how

make the unclear clear

information architect

understanding is always good but it is equally important to not understand

clarity is a prerequisite of truth

I am an

by: Abby Covert & Dan Klyn

architecture frames problems, design solves them

support goals, makers and users

TodaysObjective

iamania.com

The human brain is marvelously adaptable, that with some experience one can learn to pick ones way through the most disordered or featureless surroundings There is some value in mystification, labyrinth or surprise in the environment. first there must be no danger of losing basic form or orientation, of never coming out. The surprise must occur in the overall framework: the confusion must be small regions in a visible whole. Furthermore, the labyrinth or mystery must in itself have some form that can be explored and in time be apprehended. Complete chaos without hint is never pleasurable.(i.e. Even complete chaos can be pleasurable if there are hints along the way and resolution at the end)

"...we might say that almost anyone can, if attentive, learn to navigate Jersey City, but only at the cost of some effort and uncertainty."

There is noPlace like

Home

UX Lesson #1:

There is noPlace like

Home

UX Lesson #1:

In search: every page is a potential front door

There are Simple Anti patterns to avoid to increase user satisfaction

UX Lesson #2:

Doors to Avoid

There is no way through here...

Brick walls online

Auto Searches in SEM placement that lead to no inventory Errors and Deadlinks Inner Pages with little context or primary navigation

Avoiding brick Walls

Always ask yourself, what is the next click. If it is not on the site, it is probably a back button.

Avoid SEM placement of queries likely to be null

What the %$#! is this

Unmatched Expectations

online Sneaky Ad Executions to task based queries Confusing on-boarding / welcome materials When content doesnt match task context

Avoiding $%#! reactions

Dont over sell the experience in the ad Understand context, dont promise what you dont have Make sure conversion is well explained and easy to access

Danger Will

Robinson

Experiences people flee from online

Inappropriate design Ad overload or interruption Auto playing of media without request

Fight their Flight

Avoid interruption except when it gets the user something they already want

Assure there is a hint of what they came looking for in a prominent place

Avoid auto play media from paid search unless that expectation is in the ad copy

Password,Dude?

Rude Bouncers online

Logins with no way in for new folks Content locked out to outsiders but teased without ability to get

access

Unexplained pay walls or app download requests

Dont be rude...

Explain the benefits of membership without commitment Provide a clear scent that signing up will get them what they came for Dont assume they want to be a member just because they landed here

OMG this is just a hall

of badly labeled doors

Experiences people feel lost in

Indexes and Sitemap pages Content crammed landing pages Content that is lower priority than ad space

How to organize a hallway

Develop better labels and hierarchy through qualitative and quantitative research into the ontology that people use to describe things

Provide clear way-finding devices to match user context Measure, tweak, measure, tweak Dont overload them on choice! Thats what Google is for!

Search Result = Experience

UX Lesson #3:

5 Ways UX & Search Can work Together

1. Share your research

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3. Get to know your writers

Get to know your writers!!!!!!!!!!!!!!!

4. Sell the Process Together

Alignment

Goal Setting

Research

Personas

Collaborative Design

Experience Brief

ScopinG + Priority

Roadmaping

Mapping

Watch + Listen

Awareness, acquisition, conversion, competition, distraction, action and loyalty are all discussed strategically and tactically.

Exercises designed to help develop broad and specific goals for the experience being designed.

Organizational, user and competitive research methodologies as prescribed for the experience and audience being planned for

In order to provide a single reference point for the team to understand who is being designed for and why, personas are created and agreed to.

Generate ideas about the experience that could be provided. This session can be designed for business stakeholders, designers, developers, even potential or current users.A one page explanation of the ideas and recommendations

collected and crafted to date. Taking into account research, collaborative design and goal setting.

A workshop where all the ideas from the collaborative design session and elsewhere start on the table for discussion and end with a distinct go/no as well as a priority.

A document that clearly outlines the priorities and efforts behind each phase of an experience being developed. Cross channel implications are also included to document digital marketing and content strategy needs.

Maps and simple pictures that further convey the material in more detail to the audience intended.

A combination of analytics, user testing and listening is used to measure the experience being delivered against goals.

Abby the IA's Process

4. Sell the Process Together

Alignment

Goal Setting

Research

Personas

Collaborative Design

Experience Brief

ScopinG + Priority

Roadmaping

Mapping

Watch + Listen

Awareness, acquisition, conversion, competition, distraction, action and loyalty are all discussed strategically and tactically.

Exercises designed to help develop broad and specific goals for the experience being designed.

Organizational, user and competitive research methodologies as prescribed for the experience and audience being planned for

In order to provide a single reference point for the team to understand who is being designed for and why, personas are created and agreed to.

Generate ideas about the experience that could be provided. This session can be designed for business stakeholders, designers, developers, even potential or current users.A one page explanation of the ideas and recommendations

collected and crafted to date. Taking into account research, collaborative design and goal setting.

A workshop where all the ideas from the collaborative design session and elsewhere start on the table for discussion and end with a distinct go/no as well as a priority.

A document that clearly outlines the priorities and efforts behind each phase of an experience being developed. Cross channel implications are also included to document digital marketing and content strategy needs.

Maps and simple pictures that further convey the material in more detail to the audience intended.

A combination of analytics, user testing and listening is used to measure the experience being delivered against goals.

Abby the IA's Process

Hint: THis is where I need you

5. Click the $%#!ing links

Quality Assurance is a Group Sport

If something feels off, it probably is

Key Take Aways

We must understand search and result together to best meet user expectations.

To avoid common bad door-opening experiences, walk in the shoes of your users.

When a door opening seems off, then it likely is. See something, say something.

Thanks!

abbycovert.com@abby_The_IA