Thaum ntxov ntawm lub vev xaib, qhov kev tshawb nrhiav bar yog khoom kim heev, ntxiv rau qhov chaw ib zaug nws dhau los ua "loj dhau" los ntawm kev nyem. Peb kho nws zoo li qhov ntsuas tom qab ntawm phau ntawv: cov ntawv sau, cov ntawv sau cov lus uas taw qhia rau cov nplooj ntawv tshwj xeeb. Yog tias koj ntaus cov lus tseeb uas tus sau tau siv, koj pom qhov koj xav tau. Yog tias koj tsis ua, koj tau ntsib nrog "0 Cov txiaj ntsig pom" qhov screen uas zoo li qhov kawg ntawm digital. Nees nkaum tsib xyoos tom qab ntawd, peb tseem tab tom tsim cov ntawv tshawb nrhiav uas ua zoo li 1990s index phaib, txawm tias tib neeg siv lawv tau rov ua dua tshiab. Niaj hnub no, thaum tus neeg siv tsaws rau ntawm koj lub xaib thiab nrhiav tsis tau qhov lawv xav tau hauv lub ntiaj teb navigation li ntawm vib nas this, lawv tsis sim kawm koj cov taxonomy. Lawv mus rau lub thawv tshawb nrhiav. Tab sis yog tias lub thawv ntawd ua tsis tau rau lawv, thiab xav kom lawv siv koj cov ntsiab lus tshwj xeeb, lossis rau txim rau lawv rau qhov typo, lawv ua qee yam uas yuav tsum ua kom txhua tus tsim UX tsaug zog thaum hmo ntuj. Lawv tawm ntawm koj qhov chaw, mus rau Google, thiab ntaus qhov chaw: yourwebsite.com [nug nug]. Los yog, tseem phem dua, lawv tsuas yog ntaus hauv lawv cov lus nug thiab xaus rau ntawm tus neeg sib tw lub vev xaib. Kuv tus kheej siv Google dhau qhov chaw tshawb nrhiav ze li txhua zaus. Nov yog Site-Search Paradox. Nyob rau hauv ib lub sijhawm uas peb muaj ntau cov ntaub ntawv thiab cov cuab yeej zoo dua li yav dhau los, peb cov kev tshawb fawb sab hauv feem ntau tsis zoo uas cov neeg siv nyiam siv lub tshuab tshawb nrhiav thoob ntiaj teb trillion duas los nrhiav ib nplooj ntawv hauv ib cheeb tsam. Raws li Cov Ntaub Ntawv Architects thiab UX tus tsim qauv, peb yuav tsum nug, vim li cas "Big Box" yeej, thiab peb tuaj yeem coj peb cov neeg siv rov qab li cas? Cov "Syntax Tax" Thiab Kev Tuag Ntawm Kev Sib Tw Qhov laj thawj tseem ceeb ntawm qhov chaw tshawb nrhiav tsis yog qhov kuv hu ua Syntax Tax. Qhov no yog qhov kev txawj ntse uas peb tso rau cov neeg siv thaum peb xav kom lawv twv cov kab tiag tiag ntawm cov cim peb tau siv hauv peb cov ntaub ntawv. Kev tshawb fawb los ntawm Keeb Kwm Kev Loj Hlob ntawm Kev Tshawb Fawb vs Navigate qhia tau hais tias kwv yees li 50% ntawm cov neeg siv ncaj qha mus rau qhov chaw tshawb nrhiav thaum tsaws ntawm qhov chaw. Piv txwv li, thaum tus neeg siv hom "sofa" rau hauv qhov chaw rooj tog uas tau categorized txhua yam nyob rau hauv "couches," thiab lub site rov qab tsis muaj dab tsi, tus neeg siv tsis xav tias, "Ah, kuv yuav tsum sim ib lub ntsiab lus." Lawv xav tias, "Qhov chaw no tsis muaj qhov kuv xav tau." Qhov no yog qhov ua tsis tiav ntawm Cov Ntaub Ntawv Architecture (IA). Peb tau tsim peb lub tshuab kom phim cov hlua (cov ntaub ntawv sib txuas ntawm cov tsiaj ntawv) ntau dua li cov khoom (cov ntsiab lus qab cov lus). Thaum peb yuam cov neeg siv kom phim peb cov lus sab hauv, peb tab tom them se rau lawv lub hlwb.
Yog vim li cas Google yeej: Nws tsis muaj hwj chim, Nws yog ntsiab lus Nws yog ib qho yooj yim los cuam tshuam peb txhais tes thiab hais tias, "Peb tsis tuaj yeem sib tw nrog Google tus engineering." Tab sis Google txoj kev vam meej tsis yog hais txog lub zog nyoos; nws yog hais txog kev nkag siab ntawm cov ntsiab lus. Thaum peb feem ntau kho kev tshawb nrhiav raws li kev siv hluav taws xob, Google kho nws raws li kev sib tw IA. Cov ntaub ntawv los ntawm lub koom haum Baymard qhia tias 41% ntawm cov chaw lag luam e-lag luam tsis txhawb txawm tias cov cim tseem ceeb lossis cov ntawv luv luv, thiab qhov no feem ntau ua rau cov neeg siv tso tseg ib qhov chaw tom qab kev sim nrhiav tsis tau ib zaug. Google yeej vim nws siv stemming thiab lemmatization - IA cov txheej txheem uas paub txog "khiav" thiab "khiav" yog tib lub hom phiaj. Cov kev tshawb fawb sab hauv feem ntau yog "dig muag" rau cov ntsiab lus no, kho "Khiav Khau" thiab "Khiav Khau" raws li qhov sib txawv kiag li. Yog tias koj qhov chaw tshawb nrhiav tsis tuaj yeem daws qhov yooj yim plural lossis ib qho kev sau tsis raug, koj tau them koj cov neeg siv cov se rau tib neeg.
Lub UX Ntawm “Tej zaum”: Tsim Kom Muaj Kev Ua Tau Zoo Hauv ib txwm IA, peb xav hauv binaries: Ib nplooj ntawv yog nyob rau hauv qeb, lossis nws tsis yog. Cov txiaj ntsig tshawb fawb yog qhov sib tw lossis nws tsis yog. Kev tshawb nrhiav niaj hnub, uas cov neeg siv tam sim no xav tau, yog qhov yuav tshwm sim. Nws cuam tshuam hauv "qib kev ntseeg siab." Raws li Forresters, cov neeg siv uas siv kev tshawb fawb yog 2-3 npaug ntau dua yuav hloov dua siab tshiab dua li cov uas tsis ua, yog tias kev tshawb nrhiav ua haujlwm. Thiab 80% ntawm cov neeg siv ntawm cov chaw lag luam e-lag luam tawm ntawm qhov chaw vim qhov kev tshawb nrhiav tsis zoo. Raws li cov neeg tsim qauv, peb tsis tshua tsim rau hauv nruab nrab. Peb tsim ib nplooj ntawv "Tsev tau pom" thiab ib nplooj ntawv "Tsis Tau Txais". Peb nco txog lub xeev tseem ceeb tshaj plaws: "Koj Puas Xav Tau?" Xeev. Ib tug zoo-tsim nrhiav interface yuav tsum muab "Fuzzy" ntais ntawv. Hloov chaw txias "0 Cov txiaj ntsig pom", peb yuav tsum tau siv peb cov ntaub ntawv metadata los hais, "Peb tsis pom qhov ntawd hauv 'Electronics,' tab sis peb pom 3 qhov sib tw hauv 'Accessories'." Los ntawm kev tsim rau "Tej zaum," peb tuaj yeem ua kom tus neeg siv nyob hauv qhov ntws. Case Study: Tus Nqi Ntawm Cov Ntsiab Lus "Invisible". Kom nkag siab tias vim li cas IA yog roj raulub tshuab tshawb nrhiav, peb yuav tsum saib seb cov ntaub ntawv tau teeb tsa hauv qab li cas. Hauv kuv 25 xyoo ntawm kev xyaum, Kuv tau pom tias "nrhiav tau" ntawm nplooj ntawv ncaj qha rau nws cov txheej txheem metadata. Xav txog ib lub tuam txhab loj uas kuv tau ua haujlwm nrog uas muaj ntau tshaj 5,000 cov ntaub ntawv qhia. Lawv qhov kev tshawb nrhiav sab hauv tau rov qab cov txiaj ntsig tsis cuam tshuam vim tias "Title" tag ntawm txhua daim ntawv yog tus lej SKU sab hauv (piv txwv li, "DOC-9928-X") es tsis yog tib neeg lub npe nyeem. Los ntawm kev tshuaj xyuas cov ntawv tshawb fawb, peb pom tias cov neeg siv tab tom nrhiav rau "kev qhia kev teeb tsa." Vim tias cov kab lus ntawd tsis tshwm sim hauv SKU-raws li lub npe, lub cav tsis quav ntsej cov ntaub ntawv tseem ceeb tshaj plaws. Peb tau ua raws li Cov Lus Cog Tseg, uas yog cov txheej txheem cov ntsiab lus uas tau teeb tsa SKUs rau tib neeg cov lus. Tsis pub dhau peb lub hlis, "Tawm Tawm" los ntawm nplooj ntawv tshawb fawb poob los ntawm 40%. Qhov no tsis yog kev kho algorithmic; nws yog IA kho. Nws ua pov thawj tias lub tshuab tshawb nrhiav tsuas yog zoo li daim ntawv qhia peb muab rau nws. Internal Language Gap Thoob plaws hauv kuv ob xyoo caum hauv UX, Kuv tau pom lub ntsiab lus rov tshwm sim: cov pab pawg sab hauv feem ntau raug kev txom nyem los ntawm "Kev foom phem ntawm kev paub." Peb dhau los ua rau peb tus kheej cov lus koom nrog, lossis qee zaum hu ua lag luam jargon, uas peb tsis nco qab tus neeg siv tsis hais peb hom lus. Ib zaug kuv tau ua haujlwm nrog lub tuam txhab nyiaj txiag uas ntxhov siab los ntawm kev hu xov tooj mus rau lawv lub chaw txhawb nqa. Cov neeg siv tau yws tias lawv nrhiav tsis tau "cov nyiaj qiv nyiaj" cov ntaub ntawv ntawm lub xaib. Thaum peb saib ntawm cov ntaub ntawv tshawb fawb, "cov nyiaj qiv nyiaj" yog # 1 cov lus tshawb nrhiav uas ua rau xoom hits. Vim li cas? Vim tias lub koom haum pab pawg IA tau sau npe rau txhua nplooj ntawv cuam tshuam raws li lo lus raug cai "Loan Release." Rau lub txhab nyiaj, "them nyiaj" yog txheej txheem, tab sis "Kev Tso Nyiaj qiv" yog cov ntaub ntawv raug cai uas yog "yam" hauv cov ntaub ntawv. Vim tias lub tshuab tshawb nrhiav tab tom nrhiav cov kab cim cov cim, nws tsis kam txuas tus neeg siv qhov kev xav tau nrog lub tuam txhab txoj kev daws teeb meem. Qhov no yog qhov uas tus kws tshaj lij IA yuav tsum ua tus txhais lus. Los ntawm kev ntxiv "cov nyiaj qiv nyiaj" ua ib lo lus zais metadata rau nplooj ntawv Loan Release, peb tau daws qhov teeb meem ntau lab daus las. Peb tsis xav tau lub server sai dua; peb xav tau ib tug ntau empathetic taxonomy. 4-kauj ruam Site-search Audit Framework Yog tias koj xav rov qab koj lub thawv tshawb nrhiav los ntawm Google, koj tsis tuaj yeem yooj yim "teeb nws thiab tsis nco qab nws." Koj yuav tsum kho kev tshawb nrhiav raws li cov khoom muaj sia. Nov yog lub moj khaum uas kuv siv los tshuaj xyuas thiab txhim kho kev tshawb nrhiav kev paub: Theem 1: Qhov "Zero-result" Audit Rub koj cov ntawv tshawb fawb los ntawm 90 hnub dhau los. Lim rau tag nrho cov lus nug uas xa rov qab xoom cov txiaj ntsig. Muab cov no tso rau hauv peb lub thoob:
Muaj tseeb gapsContent tus neeg siv xav kom koj tsuas tsis muaj (lub teeb liab rau koj cov ntsiab lus pab pawg neeg). Synonym gapsCov ntsiab lus koj muaj, tab sis tau piav qhia hauv cov lus uas tus neeg siv tsis siv (piv txwv li, "Sofa" vs "Couch"). Format gps Tus neeg siv tab tom nrhiav rau "video" lossis "PDF," tab sis koj qhov kev tshawb nrhiav tsuas yog ntsuas cov ntawv HTML.
Theem 2: Query Intent Mapping Tshawb xyuas 50 cov lus nug ntau tshaj plaws. Puas yog lawv Navigational (nrhiav ib nplooj ntawv tshwj xeeb), Cov Ntaub Ntawv (nrhiav "yuav ua li cas"), lossis Transactional (nrhiav ib yam khoom tshwj xeeb)? Koj qhov kev tshawb nrhiav UI yuav tsum saib txawv rau txhua tus. Kev tshawb nrhiav navigation yuav tsum "Quick-Link" tus neeg siv ncaj qha mus rau qhov chaw, hla cov nplooj ntawv kawg nkaus. Theem 3: Qhov "Fuzzy" Matching Test Intentionally mistype koj sab saum toj 10 khoom. Siv cov plurals, feem ntau typos, thiab American vs. British English spellings (piv txwv li, "Color" vs. "Color"). Yog tias koj qhov kev tshawb nrhiav ua tsis tiav cov kev sim no, koj lub cav tsis muaj "stemming" kev txhawb nqa. Qhov no yog ib qho kev xav tau uas koj yuav tsum tau tawm tswv yim rau koj pab neeg ua haujlwm engineering. Theem 4: Scoping Thiab Lim UX Saib ntawm koj nplooj ntawv tshwm sim. Nws puas muaj cov ntxaij lim dej uas ua tau zoo? Yog tias tus neeg siv tshawb nrhiav "cov khau," lawv yuav tsum pom cov ntxaij lim dej rau Loj thiab Xim. Cov lim dej dav dav tuaj yeem ua rau tsis zoo li tsis muaj cov lim dej. Reclaiming The Search Box: Ib Lub Tswv Yim Rau IA Cov Kws Tshaj Lij Txhawm rau kom tsis txhob muaj kev khiav tawm mus rau Google, peb yuav tsum txav mus dhau ntawm "Lub Thawv" thiab saib ntawm scaffolding. Kauj Ruam A: Ua raws li cov lus qhia scaffolding.Tsis txhob xa rov qab ib daim ntawv teev npe txuas. Siv koj IA los muab cov ntsiab lus. Yog tias tus neeg siv tshawb nrhiav cov khoom lag luam, qhia lawv cov khoom, tab sis kuj qhia lawv phau ntawv qhia, FAQs, thiab cov khoom muaj feem xyuam. Qhov kev tshawb nrhiav "kev koom ua ke" no ua rau tib neeg lub hlwb ua haujlwm li cas thiab Google ua haujlwm li cas. Kauj Ruam B: Tsis txhob ua tus kws sau ntawv, pibua ib tug concierge.Ib tug neeg sau ntawv qhia koj raws nraim qhov twg phau ntawv nyob rau ntawm txee. Lub concierge mloog qhov koj xav ua kom tiav thiab muab lus pom zoo rau koj. Koj daim ntawv tshawb fawb yuav tsum siv cov ntawv kwv yees tsis yog los ua kom tiav cov lus, tab sis qhia txog kev xav. Siv Google-powered Search Bar Siv "Google-powered" tshawb nrhiav bar, raws li pom nyob rau hauv University of Chicago lub vev xaib, yog qhov tseem ceeb rau kev lees paub tias lub vev xaib sab hauv lub koom haum tau dhau los ua nyuaj rau nws tus kheej navigation los daws. Thaum nws yog qhov "kho" sai rau cov tuam txhab loj los xyuas kom cov neeg siv pom ib yam dab tsi, nws feem ntau yog qhov kev xaiv tsis zoo rau cov lag luam nrog cov ntsiab lus tob.
Los ntawm kev tso cai rau kev tshawb fawb rau Google, koj tso cai rau cov neeg siv kev paub dhau los rau sab nraud algorithm. Koj poob lub peev xwm los txhawb cov khoom tshwj xeeb, koj nthuav tawm koj cov neeg siv rau kev tshaj tawm thib peb, thiab koj cob qhia koj cov neeg siv khoom kom tawm hauv koj lub ecosystem thaum lawv xav tau kev pab. Rau kev lag luam, kev tshawb nrhiav yuav tsum yog ib qho kev sib tham uas coj tus neeg siv khoom mus rau lub hom phiaj, tsis yog cov npe ntawm cov kev sib txuas uas thawb lawv rov qab mus rau lub vev xaib qhib.
Daim Ntawv Tshawb Nrhiav Yooj Yim UX Nov yog daim ntawv txheeb xyuas zaum kawg rau kev siv thaum koj tab tom tsim kev tshawb nrhiav rau koj cov neeg siv. Ua haujlwm nrog koj pab neeg tsim khoom kom ntseeg tau tias koj koom nrog cov neeg koom tes zoo.
Tua tuag-kawg.Tsis txhob hais tias "Tsis pom qhov tshwm sim." Yog tias tsis muaj qhov sib tw tiag tiag, qhia cov qeb zoo sib xws, cov khoom nrov, lossis ib txoj hauv kev hu rau kev txhawb nqa. Txhim kho "yuav luag" qhov sib tw.Ua kom qhov kev tshawb fawb tuaj yeem ua ntau ntau yam (xws li "cog" vs. "nroj tsuag") thiab ntau hom typos. Cov neeg siv yuav tsum tsis txhob raug rau txim rau qhov swb ntawm tus ntiv tes xoo. Kwv yees tus neeg siv lub hom phiaj.Siv cov ntawv qhia "auto-suggest" los qhia cov kev ua tau zoo (xws li "Nrhiav kuv qhov kev txiav txim") lossis pawg, tsis yog cov npe ntawm cov lus xwb. Tham zoo li tib neeg.Saib koj cov ntawv tshawb fawb kom pom cov lus uas tib neeg siv tiag tiag. Yog hais tias lawv ntaus "couch" thiab koj hu nws "sofa", tsim ib tug choj nyob rau hauv lub keeb kwm yav dhau yog li lawv nrhiav tau yam lawv xav tau lawm. Ntse filtering.Tsuas qhia cov lim uas tseem ceeb. Yog tias ib tug neeg tshawb nrhiav "cov khau," qhia lawv qhov loj thiab xim lim, tsis yog cov npe dav dav uas siv rau tag nrho lub xaib. Qhia, tsis txhob sau npe.Siv cov duab me me thiab cov ntawv qhia meej hauv cov txiaj ntsig tshawb fawb kom cov neeg siv tuaj yeem pom qhov sib txawv ntawm cov khoom lag luam, cov ntawv tshaj tawm blog, thiab cov lus pab ntawm ib nrais muag. Kev ceev yog kev ntseeg siab.Yog tias qhov kev tshawb fawb siv sijhawm ntau tshaj li ib ob, siv cov animation loading. Yog tias nws qeeb dhau, tib neeg yuav rov qab mus rau Google tam sim. Tshawb xyuas cov ntawv teev "tsis ua haujlwm". Nov yog koj qhov "to-do list" los kho koj qhov chaw navigation.
Xaus: Qhov Tshawb Nrhiav Bar yog Kev Sib Tham Lub thawv tshawb nrhiav yog tib qhov chaw ntawm koj qhov chaw uas tus neeg siv qhia peb raws nraim, hauv lawv cov lus, lawv xav tau dab tsi. Thaum peb tsis nkag siab cov lus no, thaum peb cia "Big Box" ntawm Google ua haujlwm rau peb, peb tsis yog poob nplooj ntawv xwb. Peb poob lub sijhawm los ua pov thawj tias peb nkag siab peb cov neeg siv khoom. Kev vam meej hauv UX niaj hnub tsis yog hais txog kev muaj cov ntsiab lus feem ntau; nws yog hais txog muaj cov ntsiab lus nrhiav tau tshaj plaws. Nws yog lub sijhawm kom tsis txhob them se cov neeg siv rau lawv cov syntax thiab pib tsim rau lawv lub hom phiaj. Los ntawm kev txav los ntawm cov ntaub ntawv sib piv rau kev nkag siab txog kev nkag siab, thiab los ntawm kev txhawb nqa peb cov kev tshawb fawb xyaw nrog cov ntaub ntawv zoo tshaj plaws ntawm tib neeg, peb tuaj yeem kaw qhov sib txawv.
