google this - february young glory challenge

Google This.

Our search habits are just that. habits

Googling isn’t a choice either.

It’s just a very strong habit.

search habits

1. process information

2. search desire

triggered

3. enact search

behavior

4. find desired results

5. affirm search

behavior

habit cycle

• Environmental trigger– Processing information cues our intent to search

• Behavioral action– Enact our personal search behavior

• Some people go to Google, some have a toolbar, some open a new tab and type into URL bar

• Most of us never actively think about this

• Affirmation– Our search behavior is validated when we find the

information we were looking for

so what?

• If how we search is a habit, in order to have someone try Bing, we need to change their search habit cycle

• How do you break habits?– Find a disruption point and change a person’s

behavioral response (their search behavior) to an environmental cue (their search trigger)

the real challenge

• How do we break a habit and encourage someone to use Bing?

→Reprogram the habit→Repackage our product

where’s the disruption point?

1. process information

2. search desire

triggered

3. enact search

behavior

4. find desired results

5. affirm search

behavior

after we want to search, but

before we actually do

Bing Box

• How is our search desire triggered?

• Typically, it’s from the content we consume

– Reading a story about Naomi Watts on Perez might trigger a desire to look at all 2013 Oscar Fashion

Bing Box

• What if we had a search box that scanned what we were reading, and predicted what kinds of things we’d want to search?– Reading about a senator

scandal may prompt someone to look up Canadian senate reform

how it works

• Content providers run the Bing Box like a rich media Big Box ad unit.

• Scanning words for contextual cues along with predictive search algorithms allows Bing Box to generate the most probable search queries a user might want to make

why it works

• Priming studies show that if we have a question in mind, our attention will be drawn to where the question is

• Before we even think to use our default search behavior, we have an easier, seamless process to find what we’re looking for

changing behavior

• Showcase Bing as a useful aid

….not just a useless ad

• Our search affirmation process now shows Bing as successfully providing us with the information we want.

modified habit cycle

1. process information

2. search desire

triggered

3. see Bing Box with search query

4. use Bing Box to search

5. find desired results

6. affirm search

behavior

thanks for watching!

nigel bagley vinay kumar mysore

hannah pavalow