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CHI-WEB  June 2003, Week 5

CHI-WEB June 2003, Week 5

Subject:

Summary: Improving the human side of searching/managing expectations

From:

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Reply-To:

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Date:

Mon, 30 Jun 2003 17:32:45 -0500

Content-Type:

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Parts/Attachments

text/plain (147 lines)

Hi all,

I have only received one response to my posting, but I have received a
couple of requests for a summary, so I thought I'd go ahead and share
what I have. 

Executive summary: Focus efforts on improving the search interface
itself. 

********* original message ************

As part of the responsibilities of the team I work on, we are more or
less continuously engaged in thinking about strategies to improve the
effectiveness of searches on our corporate intranet and extranet.  

We have done a great deal of work on the search engine (behind the
scenes configuration, customization of the search interface, content
cleanup including efforts to improve the quality of titles/keywords/etc,
classifying content using a taxonomy, and so on, and so on). And, of
course, there is always room for improvement. It seems to me, however,
that in addition to making the *tool* better and easier to use, another
part of the equation is helping the *users* learn to use the tool
effectively. The best search engine will still return "bad" results if
the search strategy is flawed - the end result is still unsuccessful
completion of the task at hand. 

Please don't get me wrong - I'm not saying that I want to create a world
where everyone understands the nuances of search engines or Boolean
logic the way I do ;-).  (Well OK, maybe I *want* to, but I don't really
*expect* that to happen.) But I am interested to hear what other
companies are doing to help their users become better searchers. Do you
offer tips? Training (delivered how)? Articles in the company
newsletter? Do you try to manage expectations in some way (a search
engine will only return results based on the criteria entered, which is
often only vaguely similar to what the user is really trying to find)? 

If you do offer training/tips/etc., who does the work? How are your
efforts funded/measured? 

Of course, please reply directly to me, and I'll post a summary. 

Thanks!
Michele

********* response ************* 

from Rolf Molich, [log in to unmask] 

Advice:

0. For almost all search engines that I have encountered until now, the
maximum return on investment was in improving the search interface, not
in educating users.


1. Don't try to teach your users unless you *know* that you've got a
Really Usable Search Interface ("RUSI"). Attempts to promote an UUSI
(UnUsable Search Interface) may be politically very dangerous.


2. You can find out whether you've got a RUSI by

a. Comparing your SI to state-of-the-art guidelines from a report on how
to build a RUSI. Make sure the report is based on user research (*not*
on opinions) and that the research method is clearly and honestly
described.

b. Run a usability test, preferably conducted by a capable, neutral
facilitator. Remember: "You can't test your own baby"

c. Do a search analysis

(You can do a very preliminary check for a RUSI by entering for example
"Boston office" or "blahblah" in the search box).


3. Once you are sure you have a RUSI:

a. Offer a short tip screen whenever the user runs into "No results were
found for your search" or some other variant of a result that is
probably unusable. Use examples. Test to make sure that the advice can
be read *and understood* within 60 seconds. Advertise that fact.

b. Write short articles about search in your internal newsletter. Make
them short. Test the relevance and comprehensibility of the advice given
carefully and honestly with real users before you publish it.

c. Offer symbolic prizes to people who carry out "treasure hunts", that
is, certain reasonable but complicated educational searches.

d. Listen very carefully to users' comments about your search interface.
Create the "search question of the week." Speak openly about your
shortcomings and mistakes - just like in a usable FAQ. If you don't want
to or can't do that - forget it.


Re 2c: What is a "search analysis?" It's an almost insultingly simple
method that I have applied with some success for a number of clients. It
basically involves collecting the entries that users make in your free
form search box over a period, for example two months. You will get a
lot of entries, for example 500,000. Count identical entries. Analyze
the top 200 entries, which usually cover about 50% of the searches, in
more detail:
- Enter each one in your search interface
- Evaluate the output on a five point scale (4-perfect search result -
first result leads directly to highly relevant information; 0-unusable
search result)
- Tune your search engine.

Even though they got ten attempts, none of the clients that I have used
this method for were able to guess what was #1, #2, #3 on their list. In
typical client evaluation of a site that was otherwise quite usable the
top ten got the grades 2-0-4-4-2-0-1-2-0-0. Users are amazing!

Once the analysis had been done it was quite easy to see what should be
adjusted to get a 4-4-4-4-4-4-4-4-4-4 result. Interestingly, all of the
tuning advice was contained in one of the reports referenced above that
I use as the basis for my work.


Thanks, Rolf

Rolf Molich
DialogDesign
Skovkrogen 3
DK-3660  Stenlose
Denmark    

[log in to unmask]    www.dialogdesign.dk    Telefon  +45 4717 1731

**************** end response *****************

Michele Berkes
User-Centered Design Consultant
IS/User-Centered Design Team 
Northwestern Mutual
Milwaukee, Wisconsin
[log in to unmask]
414-665-7006 

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