Search Centric Design: Why the approach pays off

Google and other companies are changing our user behavior. We want to quickly find the content we’re looking for on websites, too. Relying solely on navigation makes this difficult—especially when there are many products. The solution: SCD, which puts the focus on search and optimizes usability. But there are even more benefits:Customer Loyalty: A positive and engaging search experience increases customer loyalty and the likelihood of a return visit.Sales Opportunity: Conversion is also closely related to this. If users can quickly find what they need, they are more likely to make a purchase.Search Types: With the integration of keyword and full-text search, customers get a relevant result for almost every term, since the index and all body text are scanned.Focus: When the focus is on search—as it is on Amazon—the web design is stripped down to the essentials. This also makes it easier for customers to navigate the site.Phonetics: Voice search is becoming increasingly important. Online stores, in particular, can offer significant added value this way—as Alexa has already demonstrated.Search Filters: Customers are especially looking for inspiration when it comes to travel. Often, they aren't searching directly for trips, but instead use filters to tailor the offerings to their individual preferences.Big Data: If the search draws on customer data, predictions can be made about future preferences. This allows the customer to receive content, for example, even before they have specifically searched for it. Despite the advantages, companies must assess whether this approach is worthwhile. Companies with a small product portfolio, for example, should continue to rely on navigation, as the limited number of results could lead to frustration. Consequently, when evaluating trends, the focus should always be on the added value for the user.*Matthias Weber is managing director of mbwsc GmbH