Is Google really the best way to search?A case study on faceted search

Elizabeth PekMay 2009

Ken Vijay

Tessie Richard

Liz

?? Could this be you?

Fairfax Digital UX TeamFairfax Digital UX Team

Melissa(alumni)

Content discovery = GOLD!

SMX Conference Mar09: Source: HitWise.

Own 94% of Australian Market Share

What we’ll discuss…What we’ll discuss…

• Faceted search & the Google interface

• Search case study: our results

• Are users ready for faceted search?

• Key learnings: Top Tips

What’s faceted What’s faceted search?search?

This integrated searching and browsing experience lets users begin with a simple keyword search, but then offers useful next steps and insights into the content and its organization.

Peter Morville

Common Search BehaviourCommon Search Behaviour

Taken from: Peter Morville’s presentation at IA Summit 2008http://www.slideshare.net/morville/search-patterns

Narrow = New search

Case study: Case study: Drive.com.auDrive.com.au

Buyers, sellers, car enthusiasts

Dealer & display advertising

1.3M UBs / 24 Million PIs

The old search…

16

The old search…

by 10% by 5%

Project GoalsProject Goals

Design constraintsDesign constraints

Ad requirements

Medium Rectangle Ad

Databases

New Cars Used Cars

Design challengesDesign challengesFaceted navigation

Design challengesDesign challenges

Search suggest

Starting point

or

Drop-downs

Google-esque

Results for both

Drop-downs Google-esque

80% 20%

New car PIsSearch results

New car leads

Used car PIsSearch results

Used car leads60%

20%

6%

15%

Google-esque = 21% more Google-esque = 21% more PIsPIs

Drop downs

Google-esque

Google-esque = 50% less Google-esque = 50% less leadsleadsDrop downs

Google-esque

ute,   wagon,  

vw,   diesel,convertible,   prado, wrx, xr6, van, coupe, utes, 4wd, automatic, 4x4, landrover,   volkswagon, lpg, hatch, black,  sport

Search box not recognised!Search box not recognised!

Refine panel not obviousRefine panel not obvious

31

Google-esque revised

32

Hybrid

60% 20%

Drop-downs Google-esque

Hybrid

20%

Hybrid = 20% more PIsHybrid = 20% more PIs

Drop downs

Google-esque

Hybrid

Hybrid = 4% more leadsHybrid = 4% more leads

Drop downs

Google-esque

Hybrid

Are users ready for Are users ready for faceted search?faceted search?

Expert searcherNovice searcher

No category knowledge

High category knowledge

Expert searcherNovice searcher

No category knowledge

High category knowledge

• I’ll have the BMW X5

• Don’t bother telling me about Mercedes

• Get me those details pronto!

• I’ll have the BMW X5

• Don’t bother telling me about Mercedes

• Get me those details pronto!

Expert searcherNovice searcher

No category knowledge

High category knowledge

• Wouldn’t have a clue dear – a small car?

• What would you suggest?

• Show me the possible options

• Wouldn’t have a clue dear – a small car?

• What would you suggest?

• Show me the possible options

Expert searcherNovice searcher

No category knowledge

High category knowledge

How do I do this mummy?How do I do this mummy?

Expert searcherNovice searcher

No category knowledge

High category knowledge

Finally, they’ve got faceted search! Now I can get on with it!

Finally, they’ve got faceted search! Now I can get on with it!

Least ready

Learns interface

No category knowledge

High category knowledge

Novice searcher Expert searcher

Learns category

Most ready

Key learnings: Top Key learnings: Top TipsTips

Use faceted search:people now expect it!

1.

Google Search Options

Test, test & Re-test

2.

Understand the impactone at a time

3.

Analyse data to decide on:

4. • Useful facets

• Facet order• Facet

behaviour• Panel location• Visual design

Keep it simple!

5.

Users are humans

6.• Mental Models• Don’t like

change!

Monitor and listen

7.

Iterate to perfect

8.

References & resourcesReferences & resources• Lemieux S, Designing for Faceted Search

Article from User Interface Engineering: http://www.uie.com/articles/faceted_search/

• Mayer M, More Search Options and other updatesGoogle Blog: http://googleblog.blogspot.com/2009/05/more-search-options-and-other-updates.html

• Morville P, Search Patterns Presentation at IA Summit 2008: http://www.slideshare.net/morville/search-patterns

• Morville P, Faceted NavigationCollection of Patterns: http://www.flickr.com/photos/morville/collections/72157603789246885/

• Turbek S, Advancing Advanced SearchArticle on Boxes and Arrows: http://www.boxesandarrows.com/view/advancing-advanced

• Ferrara J, Search Behavior PatternsArticle on Boxes and Arrows: http://www.boxesandarrows.com/view/search-behavior

Elizabeth Pekemail: epek@fairfaxdigital.com.auslides: http://www.slideshare.net/epek

Thanks also to these contributors…

✪ James Fitzgerald: Senior Product Manager, Drive

✪ The UX Team & CSU

Thank you!Thank you!

Photo Credits:http://www.flickr.com/photos/practicalowl/433659667/http://www.flickr.com/photos/restlessglobetrotter/3351985546/http://www.flickr.com/photos/nzdave/491410298/http://www.flickr.com/photos/jek-a-go-go/3302981010/http://www.flickr.com/photos/jjjohn/2387534678/sizes/o/http://www.flickr.com/photos/chuckbiscuito/161971512/http://www.flickr.com/photos/marzpiccys/2921326477/