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Executive Briefing and Forum l December 16, 2008Build a Better User Experience

November 29, 2007

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Agenda

Introduction

Search (external vs internal)

Search Features

Brainstorming

Input

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Two Searches

External (google.com)

Potential customers

Surface correct content for

rapid consumption

Should provide clear

contextual clues

Sales / Marketing

Goal: Convert!

Internal (yoursite.com/search)

Existing customers

More commitment from

users to review results

Should be comprehensive

Customer Service

Goal: Retain!

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External Search

Keyword driven

Organic positioning through

publishing content relevant

to keywords (SEO)

Advertisement positioning

through a combination of

relevance and payment

(SEM)

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Internal Search

Allows search of secured content

Can present a better interface than keywords▪Facets using relevant metadata (Type, Author, Context, Source…)▪Personalize results based on user profile▪Provide contextual clues in results (metadata)

Implied context of your business▪ “Depression” not related to economics at APA▪Provides an opportunity for more relevant results

First action of users on retail sites

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Internal Search Features

Brand contextual

Facets (vs. tabs)

Entity extraction /

disambiguation

Implicit feedback

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Further Search Examples

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Cross Promotion

Find relevant products /

documents using search

Use the inbound search

terms to execute a

search and cross

promote

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Find Relevant Articles with Search

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Is my search working?

Implicit feedback▪Click position▪Click count on form vs results

Exit pages after on or after results pages▪Careful consideration of intent

Ask your users▪Call center information▪Look at inbound searches from google.com (are they authenticating?)

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So What?

Google = inviting competition

Existing customers = recurring revenue