Part 2: Understanding Mobile User Needs
12.0 Understanding Mobile
Users, Mobile Queries, and Mobile Results
What do
you do
on your
mobile smartphone?
People
rely on
their phones
for
many different tasks in different
environments. Users may want
to search the
web or
may want
to tell
the phone to
do something
specific. Keep in mind that
tasks can
be simple
or complex, and
may take
multiple steps to complete. For example,
a simple task
may be
to find
the director of a movie. A complex
task may
be to
find a
movie’s
showtimes nearby, purchase tickets,
get directions,
and then
use the
phone’s
navigation to go to the
theater.
We expect our
phones to do a lot. At
the same
time,
phones can be challenging to
use,
especially compared to
a desktop
computer or laptop:
● Entering
data may be cumbersome: typing is difficult on mobile smartphones,
and when users
speak to
their phones
instead of typing, voice
recognition may not always be
accurate.
● Small screen sizes
make it
difficult
to use
some phone
features,
apps, and
webpages.
● Some
webpages are difficult
to use
on a mobile phone. Website navigation can
be difficult as menus and navigation
links may
be small. Webpages may require
left-to-right scrolling to read
text.
Images may not fit
on the
screen. In addition, many
mobile devices cannot access
webpages with Flash or other similar
features.
● Internet
connectivity
can be slow and
inconsistent
for mobile
users going
in and
out of
networks. App opening, recognition
of voice commands, and webpage load
times can
be very slow
on a
mobile phone.
Important:
Mobile
smartphones
should make tasks easy, even for
mobile users with a small screen
device (i.e.,
size of smartphone, not a tablet). Users
want results right away, at that moment,
and may
not be able
to spend
a lot
of time
to find
what they are looking
for.
In order to
do mobile
rating tasks,
you must
have experience
using a
mobile
smartphone, which we’ll also refer to as a mobile
phone in
these guidelines. If
you are
not familiar
with voice
commands, device actions, or
phone features, please take some time
to experiment on
a mobile
smartphone. For example, you
can try some of
these voice
commands:
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12.1 Important Rating Definitions and Ideas
Query: This refers
to the
word(s) and/or number(s) that a user
types or
speaks into a mobile phone.
In these guidelines, queries
have square
brackets around them. If
a user says “navigate
home,” we display: [navigate home]. If
a user
types
“iPhone” in the search box,
we display: [iphone].
There are many
different
types of
queries because users ask
their phones
to do
many things, from opening an app
to calling
a friend
to searching
the
web.
User:
The user
is the
person trying to accomplish
something by typing or speaking into a mobile phone
with a
small screen
(i.e., size of a smartphone, not a tablet).
User
Intent: When a user types
or speaks
a query, he or she is
trying to accomplish something.
We refer
to this
goal as
the user
intent.
Locale: All queries
have a
locale, which is the language
and
location for the task. Locales are
represented by a two-letter
country code. For a
current list of country
codes, click here. We sometimes
refer to
the locale
as the task location.
User Location: This
tells
us where
the user
is located,
and should be
inferred from the map provided.
Search
Engine
Results Page (SERP): The page
a search engine shows after a
user enters a query in the
search box. The SERP is
made up
of result
blocks.
Result: We will use
the word
result to refer to the
result block and the landing page.
● Result
Block: This is an individual
“block”
that appears
on the
user’s phone in response to
the query.
The result block may display
information in the block itself or
contain links, or may
do both.
● The Landing Page (LP) is the page you
see after
you click
a link
in the result block.
Device
Actions: Mobile phones and other devices can respond to
voice commands
to perform many actions,
such as
setting an alarm or opening
an app. This
is a
specific
type of
query that we’ll
refer to
as a
Device Action
query.
● Device
Action query: Specific type of
query where
users
ask their
phone to
perform an action. These are frequently spoken
commands used to complete
actions that would normally require interaction
with
the screen
or the
device's controls.
● Device
Action result: The phone may
respond to a Device Action query by
performing an action, such
as calling a phone
number, etc.
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12.2 Understanding the Query
Understanding
the query
is the
first step
in evaluating
the task. Remember, a
query is
what a
user types
or speaks
into a
mobile phone.
Some tasks include
a query
research link, which you
should use if you don’t
understand
the query
or user
intent. Otherwise, please do
web research
using Google
or an
online dictionary or encyclopedia. If
you still
don’t understand
the query
or user intent,
please release the task.
Important: If you research
the query
on Google, please
do not
rely on
the top
results
on the
SERP. A
query may
have other
meanings not represented on Google’s search results pages. Do
not
assign a high rating to
a webpage just because it appears
at the
top of
a list
of search
results
on Google.
Think about
users in
your locale
typing
or speaking
the following
queries
into their
phone.
|
Query
|
Likely User Intent
|
|
[population of paris], English (US)
|
Find the current
population
of Paris,
France.
|
|
[starbucks near me],
English (US)
|
Find the nearest
Starbucks
location.
|
|
[weather], English (US)
|
Find weather information in the user location
right now.
|
|
[call mom], English
(US)
|
Call/dial the number
stored for the contact
“Mom” on the device.
|
12.3 Locale and User Location
All queries have
a task
language and task location
(referred to in rating
tasks as
the "Locale"). The locale
is important
for understanding
the query
and user
intent.
Users in
different
locations may have different
expectations for the same
query.
Each rating
task will
show you
the User
Location information: some tasks
have an
approximate user location area
and some
tasks have
a very
specific user location.
Note: Examples in
the following sections will
include a User Location
in the
form of
a city and
state.
Note that in the
actual rating tasks, you will
need to infer the
User Location
based
on the
map that
is provided, as
discussed in Section 28.
For many or
most queries,
the user location
does not
change our understanding of the query
and user
intent. Here
are some
examples: [facebook.com], [pictures of
kittens],
[distance
between the earth and the moon], [call
mom]. If the task
does not
display a user location, please evaluate
it as
a query
where the location does
not matter and use your judgment.
When is the
user location
important
in understanding
query interpretation and user intent? Please use both
web research
and your
personal judgment to answer this question. Ask yourself,
“Would
users in
one city
or country
be looking
for something
different
than users
in another city
or country?”
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12.4 Queries with an Explicit
Location
Sometimes
users tell
search engines exactly what
kinds of
results
they are
looking for by adding the desired
location in the query,
regardless of their user location. We'll call this
location inside the query
the “explicit
location.” The
explicit location makes queries much
easier to understand and interpret.
Sometimes the explicit location
matches the user location
or locale,
and sometimes
it doesn't.
When there is
an explicit
location
in the
query,
pay attention
to it! Users
use explicit locations
to indicate
exactly
what they
are looking
for.
12.5 Queries with Multiple Meanings
Many queries have
more than
one meaning. For
example, the query [apple]
might
refer to the computer brand or
the fruit.
We will
call these
possible meanings query interpretations.
Dominant
Interpretation: The dominant interpretation of a query is
what most
users mean
when they
type the
query. Not
all queries
have a
dominant interpretation. The
dominant interpretation should be
clear to
you,
especially after doing
a little web
research.
Common
Interpretation: A common interpretation of a query is
what
many or some users mean
when they
type a
query.
A query
can have
multiple common interpretations.
Minor
Interpretations: Sometimes you will find less
common interpretations. These
are interpretations that few users have
in mind. We will call
these minor interpretations.
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Query: [apple] Locale: English
(US)
Query: [mercury]
Locale: English (US)
12.6 Query Meanings
Can Change Over Time
Remember
to think
about the query and
its current
meaning as you are rating. We will
assume users are looking for
current information about a topic, the
most recent product
model, the most recent
occurrence of a recurring event, etc.,
unless otherwise specified by the query.
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The interpretation of the query
[iphone], English (US) has
changed over time as
new iPhone
models are released. The
first iPhone
was introduced in 2007. Users searching for
[iphone], English (US) at
that
time were
looking for the new
(at the
time) first
iPhone
model.
Most users now are
looking for the most recent or
upcoming iPhone model. In
the future,
new models
will come
out and
the dominant interpretation will change again.
12.7 Understanding User Intent
It can
be helpful
to think of queries
as having
one or
more of
the following
intents.
● Know query, some
of which
are Know Simple queries ● Do query, some
of which
are Device Action queries
● Website
query,
when the
user is
looking for a specific website
or webpage
● Visit-in-person query, some
of which
are looking
for a
specific business or organization,
some of
which are
looking for a category of
businesses
12.7.1 Know and
Know Simple
Queries
The intent
of a
Know
query is
to find
information
on a
topic.
Users want to Know more
about something.
Know
Simple
queries are a special type
of Know query. Know Simple
queries seek a very specific
answer,
like a
fact, diagram,
etc.
This answer has to be
correct and complete, and
can be
displayed in a relatively
small amount
of space:
the size
of a
mobile phone screen. As
a rule
of thumb, if
most people
would
agree on
a correct
answer,
and it
would fit
in 1-2
sentences or a short list
of items, the
query can
be called
a Know Simple query.
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Know
Simple
queries may be questions such
as [how tall is
barack obama]. Frequently,
Know Simple queries do not
have question
words.
For example, [barack obama
height] has the same user
intent
as [how
tall is
barack obama], but is
not in
a question
format.
Most queries
are not Know Simple
queries, such as:
● Broad,
complex, and/or in-depth informational
queries
that do
not have
a short answer
● Ambiguous
or unclear
informational
queries
● Informational queries on controversial topics
● Informational queries with
no definitive
“right answer”
● Queries where different
users may
want different types of information, or different sources of information
Here are some
examples where the Know Simple query
asks for a simple
fact, which
can be
answered correctly
and completely
in a
small amount
of space, and the Know query
answer is more complex.
|
Know
Simple
Query
|
Know
Query
|
Explanation
|
|
[barack obama height] [how
tall is obama]
|
[barack obama]
|
The Know query is
a broad
information query and different
users
may be
looking
for different things (e.g., biography,
books, social media
posts, etc.).
|
|
[new york city population 2013]
|
[new york city]
|
The Know query is
a broad
information query and different
users
may be
looking
for different things (e.g., tourist and
trip planning information, facts, photographs, history).
|
|
[who is graves
disease named
after]
|
[graves
disease]
|
The Know query is
a broad
query for medical information
and different users may
have
different
needs. There is
no single
“answer”
for this
query.
|
|
[macy’s store
hours]
|
[macy’s gift
wrap options]
|
The Know query is a
broad query for a particular service
offered
by a
department store, and does not have a
short answer.
|
|
[what is the symbol
for the
element nickel]
|
[what nickel
is used for]
|
The Know query is
a broad
query and there is no short,
complete answer.
|
|
[who won the 2014
bcs
national championship game]
|
[who is going to
win the
bcs national
championship game]
|
The Know query asks
for an
opinion and there is no
definitive answer.
|
|
[what is starbucks
stock price]
|
[should
i invest
in starbucks stock]
|
Even though the
Know query is theoretically
a yes/no question, there
is not
a single
answer that
everyone would
agree on.
|
Raters must think
about mobile users when deciding if
queries are Know Simple. Use your
judgment here.
Important Rating Example: The query [weather]
may seem
like
a broad
information query, but most
mobile users likely have a
fairly simple informational need: to find the
current
or upcoming
temperature, and the chance
of local
weather
events, such as rain or
snow. Therefore,
we will
consider queries like [weather],
[weather today], [weather tomorrow], [weather this
week] to be Know
Simple
queries for mobile phone users.
12.7.2 Do and Device Action Queries
The intent
of a
Do query is to
accomplish a goal or engage
in an
activity
on a
phone.
The goal or activity may
be to download, to
buy,
to obtain,
to be
entertained
by,
or to
interact with a website or
app. Users want to
Do something.
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Here are
some examples.
|
Query
|
Likely User Intent
|
|
[get candy crush game]
|
Install
the Candy
Crush
game.
|
|
[online personality
test]
|
Take
an
online personality test.
|
|
[what is my
bmi?]
|
Calculate
BMI (body
mass index).
|
|
[buy citizen kane dvd]
|
Purchase this
DVD.
|
Device
Action queries are a special
kind
of Do
query. Users
are asking
their phone
to do
something
for them. Users
giving Device Action queries may
be using phones in
the hands-free
mode,
for example, while in a car. It’s very
important for mobile phones to accommodate Device Action queries, and we have
a high
standard for rating these
results.
A Device Action query usually
has a
clear action
word and
intent. The
verb
or action
word is
often at the
beginning of the query,
but a
query might
start with
“OK Google” or “Google”
or “Siri”
or “I
want to.” Use
your judgment.
Here are
some examples
of Device
Action
queries.
|
Type
of Action
|
Device Action Query Examples (verb or action shown
in bold)
|
|
Call someone
|
[ call mom’s mobile phone], [place a
call to anne jones], [ok
google, could you please call my
mom]
|
|
Send a
message
|
[ send
a
text to john smith],
[
text john smith], [ sms john
smith]
|
|
Get map information (e.g., directions,
traffic, etc.)
|
[ navigate to central park],
[
show me traffic], [ show
me a map]
|
|
Open an app or
webpage, or install an
app
|
[ go to amazon.com],
[
open facebook
app], [ open facebook.com], [ open
the business section of
the new
york times], [siri,
would you open facebook for
me], [ get candy
crush
app]
|
|
Play or view media
|
[ play me songs
from the white album], [ watch
the life
of pi], [ show
me cute
kittens], [i want to
look at cute kittens],
[i want
to
listen to imagine
dragons radioactive]
|
|
Schedule
a meeting
|
[ schedule a meeting for
9am]
|
|
Set an
alarm or timer
|
[ set an alarm for 6am],
[alarm for 6am], [countdown timer
for 30
secs]
|
Here are
some examples
of queries
that
are not Device Action queries.
|
Query
|
Query
is NOT a Device
Action Query:
Explanation
|
|
[phone number empire state
building]
|
There is no action word. The
user
may be
looking
for the
phone number without the
intention of calling the number. We’ll consider this
a Know Simple query.
|
|
[facebook.com]
|
There is no
action
word, such as “open.”
We will consider this
a Website
query.
|
|
[amazon.com]
|
There is no
action
word, such as “open.”
We will consider this
a Website
query.
|
|
[anne jones]
|
There is no action word,
such
as
“call” or “text.” We
will consider this a
Know query for information.
|
12.7.3 Website Queries
The intent of
a Website query is
to locate
a specific
website or webpage that users have
requested. This single webpage is called
the target of the query.
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One type
of Website query is
a URL
Query,
which can
be:
● Exact, perfectly-formed, working URLs, such as
[http://www.ibm.com]
or [www.ibm.com] or [ibm.com].
● Imperfect
URL queries:
Queries that look like
URL queries,
but are not
“working URLs”. These URLs
do not
load if
you type
or paste
them into your
browser address bar. Even so,
we believe
users have
a specific page in mind.
Here are
some examples.
|
Query
|
Likely User Intent
|
|
[kayak],
English (US)
|
View the
Kayak
website.
|
|
[youtube],
English (US)
|
View the
YouTube
website.
|
|
[ebay],
Italian (IT)
|
View the
Italian eBay website.
|
|
[new york time health section], English (US)
|
View the
Health section of the
New
York Times website.
|
|
[canon.com eos
digital camera], English (US)
|
View the
EOS digital
cameras page on the
Canon website.
|
12.7.4 Visit-in-Person Queries and User Location
Users carry mobile
phones with them throughout
the day, for
example, at work, to school, to
restaurants, or running errands. One reason
to carry
a mobile
phone is
to have
help
with Visit-in-Person
queries, such as finding
coffee
shops, gas stations, ATMs, restaurants,
etc.
Because mobile
phones are often used for Visit-in-Person queries, make sure
to consider
visit-in-person intent as a possibility for
mobile phone users.
Some queries clearly
“ask” for
nearby information or nearby
results (e.g., businesses, organizations, other nearby places). Some
queries are not asking for
nearby
information or nearby results. Here are
some examples.
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And some
queries could go either way.
Some
users may
want nearby
results and others may not.
Here are
some examples
of queries
with both visit-in-person
and non-visit-in-person intent:
● [hotels]
● [post
office] ● [apple store] ● [citibank]
● [best buy]
● [office depot]
● [target]
● [library]
● [bank
of america]
● [the
gap]
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Sometimes,
the user
location
can change
our understanding
of the query.
For users close to Sunnyvale, California, the query
[turmeric] could have two different interpretations: a popular restaurant
named Turmeric or the
spice turmeric.
In most other
user locations, there is no restaurant
(or anything else) named Turmeric and there is
just one
interpretation of the query [turmeric]: the
spice.
The Sunnyvale restaurant is not well-known outside of Sunnyvale, California.
Use your
common sense when thinking about
queries and
whether they have possible visit-in-person intent.
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12.7.5 Queries with
Multiple
User Intents
Many queries have
more than
one likely
user intent. Please use
your judgment
when trying to decide if one
intent
is more likely than another
intent.
|
Query
|
Likely User Intent
|
|
[harvard]
|
Depending on the user need
and location, users
may want
to visit the
official homepage ( Website
), get directions ( Visit-in-Person ),
or learn
more
about the school ( Know
).
|
|
[walmart]
|
Most users
want to go to a nearby
Walmart ( Visit-in-Person )
or view
the
homepage to shop
online (Website ). Some
or few
users
may want
to
learn more information about the
company ( Know
).
|
12.8 Understanding Result Blocks
The following sections
contain
examples of different types of queries
and results. In
these guidelines,
please assume
that the
result blocks and pages
are easy
to use
on the
phone,
unless otherwise noted.
12.8.1 Web Search
Result
Block Examples
Web Search Result
Blocks typically have a title link, a URL and
a “snippet”
of text
describing the page. For many queries,
Web Search
Result Blocks are the most
helpful
type of
result.
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12.8.2 Special Content
Result
Block Examples
Special
Content Result Blocks (SCRBs)
appear in the search
results page, along with
Web Search
Result Blocks. They are
frequently,
but not
always, the first result
on the
search results page.
Special Content
Result
Blocks are designed to show
content
directly to users on the search results
page.
From working calculators to playable
videos to interactive weather
information,
these results help
users immediately
get information or content, and may
not require additional “clicks” or page
loads.
Because
mobile phones can be difficult to use, SCRBs can
help mobile
phone users accomplish their
tasks very
quickly,
especially for certain Know Simple,
Visit-in-Person, and Do queries.
Important: Please assume that any interactive features work and function properly. Some notes:
● All result blocks
are “screenshots”
or images
of search
results
with prominent
links enabled. Unfortunately, a screenshot
or image
of an
interactive
result block will not function as it would for
a real
user. For
the
purpose of rating, please
assume that interactive result blocks do function as intended. Try to
interact with the result block
as some
links, buttons, or other
features may work.
● There may be
a delay
between when the rating
task is
created and when you actually rate the block, causing
some information
in special
content
result blocks to be a few hours or
even days
out of
date.
Stock price or weather
informational blocks are designed
to give
users extremely
current and timely information. However, due
to a
delay in
rating time, the information
may no
longer be accurate. Don’t penalize
a special
content result block for
being out
of date. Assume
that the blocks show current information for users, unless instructed
otherwise.
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