In order to design better search experiences, we need to understand the complexities of human information-seeking behaviour. In previous work, we proposed a model of information behavior based on an analysis of the information needs of knowledge workers within an enterprise search context. In this presentation, we extend this work to the site search context, examining the needs and behaviours of users of consumer-oriented websites and search applications. We found that site search users presented significantly different information needs to those of enterprise search, implying some key differences in the information behaviours required to satisfy those needs. In particular, the site search users focused more on simple “lookup” activities, contrasting with the more complex, problem-solving behaviours associated with enterprise search. We also found repeating patterns or ‘chains’ of search behaviour in the site search context, but in contrast to the previous study these were shorter and less complex. These patterns can be used as a framework for understanding information seeking behaviour that can be adopted by other researchers who want to take a ‘needs first’ approach to understanding information behaviour.

1. Tony Russell-Rose, UXLabs
Stephann Makri, UCL

2.  Models of information seeking
 Studying consumer search behaviour
 Data acquisition
 Data analysis
 Mode sequences and patterns
 Enterprise search vs. site search
 Conclusions
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3. Analytical frameworks
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4. • to keep a search on track and
Monitoring efficient
Information • for navigating through the file or link
structure structure of the individual resources
Query • to support the overall query or
reformulation search specification)
• to aid the selection of words or
Term phrases in the current query
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5. Search Modes
• Monitoring a known topic or set of variables over time
• Following a specific plan for information gathering
• Exploring a topic in an undirected fashion
Analysis Techniques
• Looking for trends or correlations
• Making comparisons
• Experimenting with different aggregations/scaling
• Identifying critical subsets
• Making assessments
• Interpreting data to find meaning
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6. Original Model
• Starting: activities associated with the initial search for information
• Chaining: following citation chains
• Browsing: semi-directed searches
• Differentiating: filtering the material examined
• Monitoring: maintaining awareness
• Extracting: working thru a source to locate material of interest
Additions
• Verifying: checking accuracy of information
• Ending: activities associated with the end of a project
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8. UXLabs - User Experience Research and Design - www.uxlabs.co.uk 8

9. Data acquisition and analysis
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10.  Information needs gathered thru client
engagements (stakeholder workshops)
▪ Find best offers before the others do so I can have a high margin.
▪ Get help and guidance on how to sell my car safely so that I can
achieve a good price.
▪ Understand what is selling by area/region so I can source the correct
stock.
▪ See year-on-year ad spend trends for TV and online to supply to the
Head of Global Media.
 Moderated, normalised, then prioritised
 277 ‘micro-scenarios’
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11. Interview
transcripts, Information Information Design
direct behaviours needs insights
observation
 Start from interview transcripts / direct observation
 Identify information behaviours
 Infer information needs
 Derive design insights
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12. Information Information
Interactions
needs behaviours
Design
insights
 Start directly from information needs
 Identify design insights
 Infer behaviours and interactions to support them
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13.  Real world data!
 Field based, not lab based
 Shortcomings of interview transcripts:
 Observed behaviours are inevitably bounded by
current systems & working practices
 Do not reflect aspirational or unmet needs
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14. Locating Verifying Monitoring Comparing Comprehending
 Partially inductive
 Apply the previous
model
Scenarios
 Partially deductive
 Identify new types of
behaviour
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15. Lookup
• Locating
• Verifying
• Monitoring
Investigate Learn
• Analyzing
• Comparing
• Evaluating
• Comprehending
• Synthesizing
• Exploring
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16. Locate • Find a specific (possibly known) item
• “Find my reading list items quickly” – Student
• Confirm that an item meets some specific, objective
Verify criterion
• “See the correct price for singles and deals” – Professional
Purchaser
• Maintain awareness of the status of an item for purpose of
Monitor management or control
• “Alert me to new resources in my area” – Lecturer
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17. • To identify similarities & differences within a set of
items
Compare • “Compare cars that are my possible candidates in
detail” – Knowledgeable Seeker
• To generate independent insight by interpreting
patterns within a data set
Comprehend • “Understand what my competitors are selling” –
Independent Dealer
• To investigate an item or data set for the purpose of
Explore knowledge discovery
• “Find useful stuff on my subject topic” – Student
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18. • To examine an item or data set to identify patterns
& relationships
Analyze • “Analyze the market so I know where my strengths
and weaknesses are” – Franchise Dealer
• To use judgement to determine the value of an item
with respect to a specific goal
Evaluate • “I want to know whether my agency is delivering
best value” – Marketing Professional
• To create a novel or composite artefact from
diverse inputs
Synthesize • “I need to create a reading list on celebrity
sponsorship” – Faculty
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19. Search modes and patterns
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20.  Search behaviour is not random
 Framework captures common patterns
 Repeating sequences of 2 or 3 modes
 Composite chains (nested)
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21.  Explore -> Analyze -> Comprehend (44/97)
 Assess the proper market value for my car
 Explore -> Locate -> Evaluate (31/97)
 Find best offers before the others do so I can have a
high margin
 Locate -> Verify (29/56)
 Find a van that meets a customer's requirements
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22. Explore Analyze
Comprehend Comprehend
Locate Evaluate
Verify
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23. Verify
Analyze Comprehend Synthesize
Compare Evaluate
Monitor Analyze
Explore
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24.  Greater emphasis on ‘Lookup’ modes
 Locate, Verify
 Synthesize represents a tiny fraction (2)
 Less emphasis on ‘Investigate’ modes
 Analyze, Evaluate
 Much flatter distribution of patterns
 Shorter chains
 Less embedding
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25. Summary and future work
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26. Search modes
• A lens for understanding information-seeking
• A framework for describing composite patterns of behaviour
Site Search vs. Enterprise Search
• Same behaviours but different priorities and patterns
• Shorter chains, less embedding
Further Work
• Refine and validate ‘needs first’ process
• Extend framework to other data sources
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28. Tony Russell-Rose, PhD
Director, UXLabs
 Web: http://uxlabs.co.uk
 Email: tgr@uxlabs.co.uk
 Blog: http://isquared.wordpress.com
 LinkedIn: http://uk.linkedin.com/in/tonyrussellrose
 Twitter: @tonygrr
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