M'masiku oyambilira a intaneti, malo osakira anali apamwamba, owonjezeredwa patsamba likakhala "lalikulu kwambiri" kuti lisayende podina. Tinaliona ngati mlozera kumbuyo kwa bukhu: mndandanda weniweni wa mawu omwe amaloza masamba enieni. Ngati mutalemba mawu enieni omwe wolemba adagwiritsa ntchito, mwapeza zomwe mumafunikira. Ngati simunatero, mudakumana ndi chithunzi cha "0 Zotsatira Zapezeka" chomwe chimawoneka ngati chakufa cha digito. Zaka makumi awiri ndi zisanu pambuyo pake, tikumangabe mipiringidzo yosakira yomwe imakhala ngati makhadi a 1990s, ngakhale kuti anthu omwe amawagwiritsa ntchito adasinthidwanso. Masiku ano, wogwiritsa ntchito akafika pa tsamba lanu ndipo sangapeze zomwe akufunikira pakuyenda kwapadziko lonse mkati mwa masekondi, samayesa kuphunzira taxonomy yanu. Amalunjika kubokosi lofufuzira. Koma ngati bokosilo liwalephera, ndikuwafunsa kuti agwiritse ntchito mawu amtundu wanu, kapena kuwalanga chifukwa cha typo, amachita zomwe ziyenera kuchititsa kuti wojambula aliyense wa UX akhale maso usiku. Amasiya tsamba lanu, kupita ku Google, ndikulemba site:yourwebsite.com [funso]. Kapena, choyipitsitsabe, amangolemba funso lawo ndikupita patsamba la mpikisano. Ine ndekha ndimagwiritsa ntchito Google pakusaka patsamba pafupifupi nthawi iliyonse. Ichi ndi Site-Search Paradox. M'nthawi yomwe tili ndi zambiri komanso zida zabwino kwambiri kuposa kale, zomwe tikusaka mkati mwathu nthawi zambiri sizikhala zabwino kwambiri kotero kuti ogwiritsa ntchito amakonda kugwiritsa ntchito injini yosaka yapadziko lonse ya madola thililiyoni kuti apeze tsamba limodzi patsamba lanu. Monga Information Architects ndi okonza UX, tiyenera kufunsa, chifukwa chiyani "Big Box" imapambana, ndipo tingatengere bwanji owerenga athu? "Msonkho wa Syntax" Ndi Imfa Ya Machesi Yeniyeni Chifukwa chachikulu chomwe kusaka kwatsamba kumalepherera ndizomwe ndimatcha msonkho wa Syntax. Uwu ndiye chidziwitso chomwe timayika kwa ogwiritsa ntchito tikawafuna kuti anene zamtundu womwe tagwiritsa ntchito munkhokwe yathu. Kafukufuku wa Origin Growth on Search vs Navigate akuwonetsa kuti pafupifupi 50% ya ogwiritsa ntchito amapita molunjika kumalo osakira akafika patsamba. Mwachitsanzo, wogwiritsa ntchito akalemba "sofa" pamalo amipando omwe ayika chilichonse pansi pa "mabedi," ndipo tsambalo silikubweza kalikonse, wogwiritsa ntchitoyo samaganiza kuti, "Aa, ndiyenera kuyesa mawu ofanana." Amaganiza kuti, "tsambali lilibe zomwe ndikufuna." Uku ndikulephera kwa Information Architecture (IA). Tapanga machitidwe athu kuti agwirizane ndi zingwe (kutsatizana kwenikweni kwa zilembo) osati zinthu (malingaliro kumbuyo kwa mawu). Tikamakakamiza ogwiritsa ntchito kuti agwirizane ndi mawu athu amkati, timawakhometsa msonkho.
Chifukwa chiyani Google Imapambana: Si Mphamvu, Ndi Nkhani Ndizosavuta kukweza manja athu mmwamba ndikuti, "Sitingathe kupikisana ndi uinjiniya wa Google." Koma kupambana kwa Google sikungokhudza mphamvu yaiwisi; ndizokhudza kumvetsetsa kwanthawi zonse. Ngakhale nthawi zambiri timawona kusaka ngati chida chaukadaulo, Google imawona ngati vuto la IA. Deta yochokera ku Baymard Institute ikuwonetsa kuti 41% yamasamba a e-commerce amalephera kuthandizira zizindikiro zoyambira kapena mawu achidule, ndipo izi nthawi zambiri zimapangitsa kuti ogwiritsa ntchito asiye tsambalo atalephera kusaka kamodzi kokha. Google imapambana chifukwa imagwiritsa ntchito stemming and lemmatization - njira za IA zomwe zimazindikira "kuthamanga" ndi "kuthamanga" ndizofanana. Zosaka zambiri zamkati ndi "zakhungu" pankhaniyi, kuwonetsa "Nsapato Yothamanga" ndi "Nsapato Zothamanga" ngati zinthu zosiyana. Ngati kusaka kwanu kwatsamba sikungathe kuwerengetsa zambiri kapena mawu olakwika, mumalipira msonkho kwa ogwiritsa ntchito anu chifukwa chokhala munthu.
UX Ya "Mwinamwake": Kupanga Zotsatira Zakutheka Mwachikhalidwe cha IA, timaganiza m'mabini: Tsamba mwina lili mgulu, kapena ayi. Zotsatira zakusaka ndizofanana kapena ayi. Kusaka kwamakono, komwe ogwiritsa ntchito akuyembekezera, ndikotheka. Zimakhudzanso "magawo a chidaliro." Malinga ndi Forresters, ogwiritsa ntchito omwe amagwiritsa ntchito kusaka ali ndi mwayi woti atembenuke nthawi 2-3 kuposa omwe satero, ngati kusaka kumagwira ntchito. Ndipo 80% ya ogwiritsa ntchito patsamba la e-commerce amatuluka patsamba chifukwa chosasaka bwino. Monga okonza, sitipanga kawirikawiri zapakati. Timapanga tsamba la "Zotsatira Zapezeka" ndi tsamba la "Palibe Zotsatira". Timaphonya gawo lofunika kwambiri: "Kodi Mukutanthauza?" Boma. Mawonekedwe osaka opangidwa bwino ayenera kupereka machesi a "Fuzzy". M'malo mwa chophimba chozizira cha "0 Results Found", tiyenera kugwiritsa ntchito metadata kunena kuti, "Sitinachipeze mu 'Electronics,' koma tapeza machesi atatu mu 'Zowonjezera'." Mwa kupanga "Mwina," tikhoza kusunga wogwiritsa ntchito. Nkhani Yophunzira: Mtengo Wazinthu "Zosaoneka". Kuti mumvetse chifukwa chake IA ndi mafutainjini yofufuzira, tiyenera kuyang'ana momwe deta imapangidwira kumbuyo kwazithunzi. M'zaka zanga za 25, ndawona kuti "kupeza" kwa tsamba kumangiriridwa mwachindunji ndi metadata yake. Talingalirani za bizinesi ina yaikulu imene ndinagwira nayo ntchito imene inali ndi zikalata zaluso zoposa 5,000. Kufufuza kwawo mkati kunali kubweza zotsatira zosafunikira chifukwa chizindikiro cha "Mutu" pachikalata chilichonse chinali nambala ya SKU yamkati (monga "DOC-9928-X") osati dzina lowerengeka ndi anthu. Poyang'ana zolemba zosakira, tapeza kuti ogwiritsa ntchito akufufuza "kalozera woyika." Chifukwa mawuwa sanawonekere pamutu wozikidwa pa SKU, injiniyo idanyalanyaza mafayilo ofunikira kwambiri. Tinakhazikitsa Mawu Olamulidwa, omwe anali mawu okhazikika omwe amawonetsa ma SKU kukhala chilankhulo cha anthu. M'miyezi itatu yokha, "Kutuluka kwa Mtengo" kuchokera patsamba lofufuzira kudatsika ndi 40%. Uku sikunali kukonza kwa algorithmic; kunali kukonza kwa IA. Zimatsimikizira kuti makina osakira ndi abwino monga mapu omwe timawapatsa. Kusiyana kwa Chinenero Chamkati Kwa zaka makumi awiri ku UX, ndawona mutu wobwerezabwereza: magulu amkati nthawi zambiri amavutika ndi "Themberero la chidziwitso." Timakhazikika kwambiri m'mawu athu akampani, kapena nthawi zina amatchedwa mawu abizinesi, kotero kuti timayiwala kuti wogwiritsa ntchito samalankhula chilankhulo chathu. Nthawi ina ndinagwira ntchito ndi bungwe lazachuma lomwe linakhumudwitsidwa ndi kuchuluka kwa mafoni ku malo awo othandizira. Ogwiritsa ntchito anali kudandaula kuti satha kupeza chidziwitso cha "ngongole" patsamba. Tikayang'ana zolemba zosaka, "malipiro a ngongole" anali mawu #1 omwe adasaka omwe adapangitsa kuti ziro zigunde. Chifukwa chiyani? Chifukwa gulu la IA la bungweli lidalemba tsamba lililonse loyenera pansi pa mawu oti "Kutulutsa Ngongole." Ku banki, "kulipira" kunali njira, koma "Kubwereketsa Ngongole" inali chikalata chovomerezeka chomwe chinali "chinthu" mu database. Chifukwa makina osakira anali kufunafuna zingwe zenizeni, idakana kulumikiza kufunikira kwa wogwiritsa ntchito ndi yankho lakampani. Apa ndipamene katswiri wa IA ayenera kuchita ngati womasulira. Pongowonjezera "malipiro a ngongole" monga mawu obisika a metadata pamasamba a Loan Release, tathetsa vuto lothandizira madola mamiliyoni ambiri. Sitinafune seva yofulumira; timafunikira misonkho yachifundo. Masitepe 4 ofufuza tsamba la Audit Framework Ngati mukufuna kutenganso bokosi lanu losakira kuchokera ku Google, simungathe "kukhazikitsa ndi kuiwala." Muyenera kuwona kusaka ngati chinthu chamoyo. Nayi dongosolo lomwe ndimagwiritsa ntchito pofufuza ndikuwongolera zochitika zakusaka: Gawo 1: Kuwunika kwa "Zero-result". Kokani zolemba zanu zakusaka kuyambira masiku 90 apitawa. Zosefera mafunso onse omwe abweretsa ziro. Gawani izi m'zidebe zitatu:
Mipata yeniyeniZomwe wogwiritsa ntchito akufuna kuti mulibe (chizindikiro cha gulu lanu lamalingaliro). Zomwe muli nazo, koma zofotokozedwa m'mawu omwe sagwiritsa ntchito (monga "Sofa" vs "Sofa"). Zosiyana za mawonekedweWogwiritsa akuyang'ana "kanema" kapena "PDF," koma kusaka kwanu kumangowonetsa zolemba za HTML.
Gawo 2: Kujambula Mafunso Unikani mafunso 50 omwe amapezeka kwambiri. Kodi ndi Mayendedwe (akuyang'ana tsamba linalake), Zambiri (kuyang'ana "momwe mungachitire"), kapena Transactional (kuyang'ana chinthu china)? UI yanu yosakira iyenera kuwoneka mosiyana ndi iliyonse. Kusaka panyanja kuyenera "Kulumikiza Mwachangu" wogwiritsa ntchito molunjika komwe akupita, ndikulambalala tsamba lazotsatira kwathunthu. Gawo 3: Mayeso Ofananira "Opusa". Molakwika dala zinthu zanu zapamwamba 10. Gwiritsani ntchito mawu ochulukira, zilembo zodziwika bwino, ndi masipelo a American motsutsana ndi British English (monga “Colour” vs. “Colour”). Ngati kusaka kwanu sikulephera mayesowa, injini yanu ilibe chithandizo cha "stemming". Ichi ndi chofunikira paukadaulo chomwe muyenera kulimbikitsa ku gulu lanu la uinjiniya. Gawo 4: Scoping And Seltering UX Yang'anani patsamba lanu lazotsatira. Kodi imapereka zosefera zomwe zimakhala zomveka? Ngati wogwiritsa asaka "nsapato," ayenera kuwona zosefera za Kukula ndi Mtundu. Zosefera zamtundu uliwonse zitha kukhala zoyipa ngati zopanda zosefera. Kutenganso Bokosi Losakira: Njira Ya akatswiri a IA Kuti tiyimitse kuchoka ku Google, tiyenera kupitirira "Bokosi" ndikuyang'ana pa scaffolding. Khwerero A: Gwiritsani ntchito scaffolding ya semantic.Osangobweza mndandanda wamaulalo. Gwiritsani ntchito IA yanu kuti mupereke nkhani. Ngati wosuta afufuza chinthu, awonetseni malondawo, komanso muwonetseni buku, mafunso ofunsidwa kawirikawiri, ndi mbali zina zofananira. Kusaka kwa "asociative" uku kumatengera momwe ubongo wamunthu umagwirira ntchito komanso momwe Google imagwirira ntchito. Khwerero B: Siyani kukhala woyang'anira mabuku, yambanikukhala concierge.Woyang'anira laibulale amakuuzani ndendende pomwe bukulo lili pa alumali. Concierge imamvetsera zomwe mukufuna kukwaniritsa ndikukupatsani malingaliro. Tsamba lanu losakira liyenera kugwiritsa ntchito mawu olosera osati kungomaliza mawu, koma kuwonetsa zolinga. Kugwiritsa ntchito Google-powered Search Bar Kugwiritsa ntchito tsamba losakira la "Google-powered", monga tawonera patsamba la University of Chicago, ndikuvomereza kuti bungwe lamkati latsambalo lakhala lovuta kwambiri kuti lisamayende bwino. Ngakhale ndi "kukonza" kwachangu kwa mabungwe akuluakulu kuti awonetsetse kuti ogwiritsa ntchito apeza kena kake, nthawi zambiri sibwino kwa mabizinesi omwe ali ndi zinthu zakuya.
Popereka kusaka kwa Google, mumapereka zomwe ogwiritsa ntchito amakumana nazo ku algorithm yakunja. Mumalephera kulimbikitsa zinthu zina, mumawonetsa ogwiritsa ntchito anu ku zotsatsa zamagulu ena, ndipo mumaphunzitsa makasitomala anu kuti achoke pachilengedwe chanu nthawi yomwe akufuna thandizo. Kwa bizinesi, kusaka kuyenera kukhala kukambirana kokhazikika komwe kumatsogolera kasitomala ku cholinga, osati mndandanda wamalumikizidwe omwe amawabweza pa intaneti.
Mndandanda Wosavuta Wosaka wa UX Nawu mndandanda womaliza woti mugwiritse ntchito mukamapanga kusaka kwa ogwiritsa ntchito. Gwirani ntchito ndi gulu lanu lazinthu kuti muwonetsetse kuti mukuchita nawo gulu loyenera.
Kill the dead-end.Musangoti "Palibe zotsatira zomwe zapezeka." Ngati machesi enieni palibe, onetsani gulu lofananira, chinthu chodziwika bwino, kapena njira yolumikizirana ndi othandizira. Konzani "pafupifupi" machesi. Onetsetsani kuti kusaka kungathe kugwira zambiri (monga "chomera" motsutsana ndi "zomera") ndi zolemba zofala. Ogwiritsa sayenera kulangidwa chifukwa chopanda chala chachikulu. Fotokozerani cholinga cha wogwiritsa ntchito.Gwiritsani ntchito menyu "zongoganizira zokha" kuti muwonetse zinthu zothandiza (monga "Track my order") kapena magulu, osati mndandanda wa mawu. Lankhulani ngati munthu.Yang'anani zolemba zanu kuti muwone mawu omwe anthu amagwiritsa ntchito. Ngati alemba "sofa" ndikuyitcha "sofa," pangani mlatho kumbuyo kuti apeze zomwe akufuna. Kusefa mwanzeru. Onetsani zosefera zomwe zili zofunika. Ngati wina asaka "nsapato," awonetseni kukula kwake ndi zosefera zamitundu, osati mndandanda wazinthu zomwe zimagwira ntchito patsamba lonse. Onetsani, osangotchula.Gwiritsani ntchito tizithunzi tating'ono ndi zilembo zomveka bwino pazotsatira zakusaka kuti ogwiritsa ntchito awone kusiyana pakati pa malonda, zolemba pamabulogu, ndi nkhani yothandizira pang'onopang'ono. Liwiro ndikukhulupirira.Ngati kusaka kumatenga nthawi yopitilira sekondi imodzi, gwiritsani ntchito makanema ojambula potsegula. Ngati ikuchedwa kwambiri, anthu abwereranso ku Google nthawi yomweyo. Yang'anani zolemba za "kulephera".Kamodzi pamwezi, yang'anani zomwe anthu amafufuza zomwe zimabweretsa ziro. Uwu ndiye "mndandanda wanu woti muchite" kuti mukonze mayendedwe atsamba lanu.
Kutsiliza: Kusakasaka Ndi Kukambirana Bokosi losakira ndi malo okhawo patsamba lanu pomwe wogwiritsa ntchito amatiuza ndendende, m'mawu awoawo, zomwe akufuna. Tikalephera kumvetsetsa mawu amenewo, tikalola "Big Box" ya Google kutichitira ntchito, sikuti tikungotaya tsamba. Tikutaya mwayi wotsimikizira kuti timamvetsetsa makasitomala athu. Kupambana mu UX yamakono sikukhala ndi zambiri; ndi za kukhala ndi zinthu zopezeka kwambiri. Yakwana nthawi yosiya kukhometsa msonkho kwa ogwiritsa ntchito pamawu awo ndikuyamba kupanga zomwe akufuna. Posamuka kuchoka ku zingwe zofananira kupita ku kumvetsetsa kwa mawu, komanso pochirikiza injini zathu zosaka ndi Zomangamanga Zazidziwitso zokhazikika za anthu, titha kutseka kusiyana.
