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Study: Local Search Engines Under Usability-Check

12 May. 2010 | Author: Antonio De Mitri | german

Just how user friendly are local search engines? This was proofed by Sonja Quirmbach, the search engine expert from the Deutsche Telekom, with Dr. Dirk Lewandowski, professor at the Hamburg University of Applied Scientists. Participants took Google Maps, Bing Maps, and the local search from T-Online under the scope. And the winner? Google. Here is the entry from Sonja Quirmbach:

The goal of our study in February 2010 was to find out how users act when dealing with local search engines and which deficits were visable while using the various functions. The study delivered valuable information about how local search engines can improve their user interface and their user-friendliness.

Some examples:

Display of Results:
The participants of the study preferred the full display of results within the map page, as by Google. This display makes orientation much clearer because as many results as possible are display which makes it significantly easier to find the preferred result.

Unanswered Searches
Users often become frustrated when the given search does not provide any results. This is why many wish for more concrete help options, for example references which can change the search to provide results.

Input Fields
The majority of users prefer a single input field when searching. If the input field has multiple functions, such as an address search and a route planer, then it always needs to be clearly recognizable which function is being used. The entered text should also remain displayed after the search has been initiated.

Zoom
User expectations with regards to the zoom function were very high. The search should immediately display a clear and good picture of the searched location with regards to zoom level. Many study participants were unaware how to zoom in or out due to a lack of clearness or easily recognizable functions.

Additional Features
The participants also seemed pleased when further services could be accessed directly from the map, such as the ability to plan a route somewhere by clicking on the nearest train station.

Of the three tested providors, Google Maps was clearly rated the highest. Conclusion: local search engines have quite a bit of work to do, as it would be.

Study: Local Search Engines Under Usability-Check
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