搜索引擎用户体验“定制化”交互及优化策略

“Customized”Interaction of User Experience in Search Engines and Its Optimization Strategies

[研究目的]定制化的“自主性”交互是提高用户服务精准度的关键要素,也是搜索引擎提升用户搜索体验的重要策略。当前,随着搜索引擎的运营能力得到极大提升,如何为细分的用户群体提供更匹配的个性化服务已上升为提高市场核心竞争力的重要课题,而提供基于定制化服务理念的个性化、多样化、智能化的交互式服务正是实现这一目标的关键。[研究方法]选取国内5大具有代表性的搜索引擎为研究对象,从用户界面、搜索功能、个性化自定义设置三个维度,对这5大搜索引擎的用户服务设计进行梳理,得到界面功能交互、搜索功能交互、搜索展示交互、界面展示交互四个类别的用户体验定制化交互内容。在此基础上,按照定量评分的思想对5大搜索引擎的定制化交互性进行初步评估和分析。[研究结论]结果显示,5大搜索引擎都存在不同程度的薄弱环节,还有待于从多方面交互因素入手,全面提升交互性,进而实现个性化定制策略与用户需求和偏好的高匹配。最后,从提高个性化服务水平、推行定制化策略、深化人工智能融合应用、实时跟进维护、注重安全治理五个方面,对优化搜索引擎定制化交互性的策略进行了探讨。

[Research purpose]Customized“autonomous”interaction is a key element in improving user service accuracy and an important strategy for search engines to enhance user search experience.Currently,with the significant improvement of search engine operation capabilities,how to provide more matching personalized services for segmented user groups has become an important issue in improving market core competitiveness.While providing personalized,diversified,and intelligent interactive services based on customized service concepts is the key to achieving this goal.[Research method]The article selects five representative search engines in China as the research objects,and summarizes the user service design of these five search engines from three dimensions:user interface,search function,and personalized custom settings,filtering user experience customized interaction content into four categories:interface function interaction,search function interaction,search display interaction,and interface display interaction.On this basis,a preliminary evaluation and analysis of the customized interactivity of the five major search engines is conducted with the concept of quantitative scoring.[Research conclusion]The results show that all five search engines have varying degrees of weak links,and it is still necessary to start from multiple interactive factors,comprehensively improve interactivity,and achieve a high match between personalized customization strategies and user needs and preferences.Finally,strategies for optimizing the customized interactivity of search engines are explored from five perspectives:improving the level of personalized services,implementing customized strategies,deepening the integration and application of artificial intelligence,real-time follow-up and maintenance,and emphasizing security governance.