Internal search: freedom of UX
Today we live in a digital era exposed to tons of different information that we really don’t need: from articles that we don’t care about to annoying advertisements; from too many notifications per day to trillions of products banged on our faces that we are not willing to buy.
This information overload comes through software, platforms, and apps we use every day, from the same companies who can’t wait to get their seat in the front row and dazzle our eyes with fancy news and offers. So let’s face it, our decisions are often driven inevitably by big players' choices, which seem ours only because we find ourselves using their products or surfing on their marketplace. Oh, BTW, I’m not here to talk conspiracy, I promise.
Being free means being aware
My point is that the digital products we use inevitably define us, they shape us, and while probably we will always be heavily guided by who’s in charge, being free is what we, and any user would ever seek the most, I mean, freedom is the most basic human right, right?
Being free allows us to actually use a digital product instead of sort of being mesmerized (see Instagram’s scrolling thumb pain). So how that happens?
Looking back at the history of design, we can clearly see that layouts, arrangements of elements, positions, and content hierarchy have been affected by years of different user interface designs. But when it comes to finding something that we are looking for, each time we land on an eCommerce, for instance, we subconsciously look for a familiar element that was able to maintain its power and consistency over time: The search bar.
Yeah, the search bar is one of those known components that goes without saying. The search bar never changes its nature; it crosses the barriers of time and exists regardless of the chaos generated by digital disruption.
We are accustomed to gestures on pages, pinches on photos, taps on buttons, and swipes on carousels, but nothing is interactive, familiar, and engaging like a search bar. Few elements retain their main appearance and functionality so well. The lens icon, just like the shopping cart one, is a unique and well-defined visual object, yet even though the search feature guides us, what makes it so special is that we are the ones to intervene freely at every step of the flow.
So it’s clear now: to find what we really want, feel free is essential. And that’s obvious because the use of internal search is permeated in society, is part of the common language and the collective imagination. The prime example of the fact that we are all accustomed to search every day is Google. Although it is considered the most important search engine, it remains a generalistic one, therefore not strictly useful for internal search.
The power of Internal Search
In 2021 and in the years to come, it is necessary to offer free and effective navigation, both not to feel limited by it and not necessarily have to follow predefined structures and trees of categories. Tech is moving faster than ever; the pandemic has made us travel into the future, increase online revenue, and indirectly educated millions of people to be digitally savvy.
That’s why most users’ expectations of speed, reliability, sense of control, and overall effectiveness are going sky-high.
Through search, users can meet their impelling needs quickly, discovering consciously, and find the right result instead of leaving without any engagement. Search is a valuable resource because it empowers the users, makes them feel in charge.
Usability rules the web. Simply stated, if the customer can’t find a product, then he or she will not buy it. — Jakob Nielsen
This quote tells us very openly that the effectiveness of a website can be easily measured by the ability to find the right product. Now, since we have largely established the fundamental role that internal search engines play, we cannot turn the other way when we have the confirmation that any action carried out in this regard profoundly influences our users’ experience.
Convey to a meaningful experience
The user experience starts with needs: what do they expect to find using a search bar? Our users will satisfy their expectations mainly through relevant results, which are instantaneous to obtain, and finally, which are presented in the clearest possible way: correct hierarchy of elements, well-balanced positions, as well with the right contrast and readability.
Most of the internal search engines out there, if they could improve the search just by offering a more consistent result while preventing searches with typos, would undoubtedly rise in a position of extreme advantage over the others.
But let’s get to the practical side. How can we really meet users’ needs?
How do they transition from visitors to customers?
The solution relies on the analysis of the details and the methodical core features of the internal search:
Provide the best Results
To guarantee an accurate relevance of any results, it would be important to evaluate the individual query types and their relevance to the purpose of our digital product, as well as its audience, so as to determine which queries are the most important to support first. Also, relevance would work as best using a semantic search engine: in addition to managing typos and synonyms, semantic search accurately considers context and phonetic similarities, all powered by AI and ML.
Typing & Speed
Every result must be within reach of every single keystroke. A system such as search-as-you-type allows us to view results in real-time as soon as the first characters are typed. This greatly reduces the time and any further actions required to reach the desired product. Alternatively, to reduce the cognitive load of information, instead of showing directly the results, another solution is to show query suggestions through Autocomplete, to help and guide the user to possible search queries before a deeper result.
Contextual Facets & Filters
If we already have the functions above, we already have a much better search than most apps or websites on the market. However, having relevant results may not be enough to identify the right product/item, so showing search filters clearly and effectively on all devices is another key aspect to consider. Distinguish standard filters from more specific ones is one of the best ways to improve product discovery, thus having dedicated filtering based on the type of facet.
Advanced Search
Today, many devices and virtual assistants are controlled by machine learning and artificial intelligence that constantly change the way we operate. Among the most profound habits of recent years, voice search takes the cake: it has entered our lives and homes without any permission.
Being able to search vocally is certainly an advantage full of potential.
In addition to the voice, taking advantage of other input tools, such as the camera of mobile devices, has also made Barcode and Image search a very coveted feature for both B2B and B2C businesses.
Additional Benefits
In addition, many other details can greatly improve the experience.
I’ve selected a few elements that would be very useful to show right before starting a search. Any first search is a fundamental step: the user decides to search for something, and his intention can be influenced by the screen that appears as soon as he clicks/taps on the search bar/icon.
- View recent searches
- Ability to pre-filter categories
- Displaying a row of best products / most converted
- Display a skeleton screen in case of poor connection
- Display a hub of useful links
Customization and granular control
The best UX outcome for internal search is not only what has been mentioned so far, because, in an era that is increasingly aimed at mass customization and a no-code approach, the main goal that is interposed between an engine that provides an excellent internal search and the ability to satisfy the requests of our users is also being able to guarantee freedom to those who are in the middle: businesses.
Each business is different, and to perform its role in the best possible way, a search engine must be customized through direct intervention by the business, reducing as much as possible any help of experienced developers.
For instance, in order to improve internal search, manage seasonality, and improve product discovery to users, allowing the business to choose the exact sorting of search results based on specific queries is game-changing.
Conclusions
Search gives the chance to explore and learn for both users and businesses.
If done properly, it could be much more than a simple feature: it’s a tool which purpose is to help, educate and listen.
Having a great internal search is like having crystal clear windows to allow clients to come closer and see what we have on display, and coming them closer means being able to see them, talk to them, and giving them a chance to asking us questions.
