The Ask
Increase user engagement (DAUx) with a Bing SERP (Search Engine Results Page).
The Solve
Microsoft Bing's Search Assistant, named "Sydney," is an interactive chatbot designed to help and entertain users throughout their search experience.
I was tasked with creating the visual identity of the bot itself, along with exploring UI elements displayed on the Bing search results page.
Role
- Co-designer, Search Assistant UX/UI
- Lead Designer, Sydney Visuals + Illustration
Brief
- Emphasize human qualities + expressions while remaining abstract
- Explore range of visual styles that play into Microsoft's "Fluent" 3D style
- Incorporate custom "personalities" as variants of each direction
Research
Users expressed that they wanted a funny, creative, and factual chatbot; however, the concepts they ranked highest featured abstract human figures that they described as "trustworthy" and "intellectual."
Users ranked the most abstract concept (diamond) last, as it lacked personality and felt "generic" and "corporate."
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Insights
- Users ranked concepts higher that tied closely to human (rather than abstract) figures
- Users ranked the most abstract concept (diamond) last, as it lacked personality and felt "generic" and "corporate."
Ultimately, the ribbon concept tested best as it was ranked "trustworthy" and "intellectual."
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