Bing logo emerging from the back of a snow-capped mountain

Dissection Bing’s 10 Design Principles

Microsoft developed Bing as a search engine. The search engine was launched in 2009 as a competitor to Google. Bing helps users find information on the internet, including websites, images, and videos. To deliver relevant and useful search results, it combines algorithms and user feedback. It is available on a variety of devices, including computers, tablets, and smartphones, and can be accessed via a web browser or app. Searching and discovering new content with Bing is a popular activity among millions of users around the world.

Google and Bing are both search engines that help users find information on the web. Both are popular search engines, but each has its unique features and capabilities. Differentiating the two platforms is mainly based on what type and ranking of search algorithm they use, how search results are distilled, and how privacy is handled. Currently, Bing holds a share of 2.47% of the worldwide search engine market. Since 2019, search engines’ share of the market has increased by 1.23%. But, with a market share of 92.13%, Google is the industry leader.

In this post, I’ll be digging into Bing's applying various design principles for its search engine result structuring, information hierarchy, and interface. Here are all the design principles from LukeW’s 2010 post:

1. Design for explorers
2. Delight and surprise our users
3. Earn Trust
4. Be the brand
5. Make Money
6. Showcase our best
7. Organize the page by relevance
8. Respect the need for speed
9. Give just enough and offer more
10. Present a seamless experience

#1 Design for explorers

• Define the scope and purpose of the search engine: Think about what information or resources will be found using the search engine. Will it focus on a particular topic or subject area, or will it be more general?
• Gather and index relevant information: For a search engine to provide useful results, it has to have access to a wide range of relevant information. This may involve gathering data from various sources, such as websites, databases, or other online resources.
• Develop a ranking algorithm: A ranking algorithm is used to determine the order in which search results are displayed to the user. There are many different approaches to ranking algorithms, and the specific approach used will depend on the goals of the search engine and the nature of the information being searched.
• Create a user-friendly interface: The search engine should have a user-friendly interface that allows users to easily enter their search queries and browse the results. This may involve designing a simple search box and results page, as well as adding features like filters or facets to help users narrow down their search results.
• Test and optimize the search engine: It is important to regularly test and optimizes the search engine to ensure that it is providing the most relevant and accurate results to users. This may involve gathering feedback from users, analyzing search data, and making adjustments to the ranking algorithm or other aspects of the search engine as needed.

#2 Delight and surprise our users

• Offer personalized results: By analyzing a user’s search history and preferences, the search engine can offer customized results that are more relevant to their needs and interests.
• Provide unexpected answers: When a user searches for something, they may not always expect to find what they’re looking for. By providing unexpected answers or unexpected sources of information, the search engine can surprise and delight users.
• Incorporate multimedia content: In addition to text-based results, the search engine can incorporate multimedia content such as videos, images, and audio files to enhance the user experience.
• Offer interactive features: By providing interactive features such as polls, quizzes, or games, the search engine can engage users and keep them coming back for more.
• Integrate with other services: By integrating with other services such as social media or e-commerce platforms, the search engine can offer a seamless and convenient experience for users.
• Keep things fresh: By regularly updating the search engine with new content and features, users will always have something new and exciting to discover.

#3 Earn Trust

• Provide relevant and accurate results: Users expect a search engine to return results that are relevant to their query and accurate. By using sophisticated algorithms and relying on reliable sources, the search engine can demonstrate its reliability and build trust with users.
• Protect user privacy: Users expect their personal information to be kept private and secure. A search engine can earn trust by implementing strong privacy policies and taking steps to protect user data.
• Be transparent: Users appreciate knowing how the search engine works and what factors influence the ranking of search results. By being transparent about its algorithms and ranking factors, the search engine can demonstrate its credibility and build trust with users.
• Offer customer support: A search engine that offers responsive and helpful customer support can earn users’ trust by showing that it values its users and is committed to their satisfaction.
• Foster a sense of community: By creating a sense of community around the search engine and promoting open and honest communication with users, the search engine can build trust and foster a positive relationship with its users.

#4 Be the brand

• Differentiate from existing search engines: To differentiate itself from existing search engines, the new search engine should offer unique features or approaches that set it apart. This could include a focus on a specific topic or region, innovative search technology, or a unique user experience.
• Build a strong brand identity: A strong brand identity is essential for establishing the search engine as a recognizable and trusted brand. This includes developing a clear brand message and visual identity that reflects the search engine’s values and mission.
• Promote the search engine: To get the word out about the new search engine, it’s important to implement a comprehensive marketing and promotion strategy. This could include social media campaigns, partnerships with relevant organizations, and paid advertising.
• Engage with users: Building a loyal user base is crucial for the success of a new search engine. To do this, the search engine should prioritize user engagement and provide a high-quality user experience. This could include offering responsive customer support, gathering feedback from users, and regularly updating the search engine with new features and content.
• Foster trust and credibility: Establishing trust and credibility is essential for a new search engine to succeed. This includes providing relevant and accurate search results, protecting user privacy, and being transparent about its algorithms and ranking factors.

#5 Make Money

• Advertising: One of the most common ways for a search engine to make money is through advertising. This can include sponsored search results, banner ads, and targeted advertising based on the user’s search history and interests.
• E-commerce: A search engine can also make money by integrating with e-commerce platforms and earning a commission on sales made through its site.
• Subscription services: Some search engines offer premium subscription services with additional features and benefits for a fee.
• Data licensing: A search engine can also make money by selling data about its users and their search habits to third parties.
• Partnerships and sponsorships: A search engine can partner with other companies or organizations to offer sponsored content or sponsored search results in exchange for a fee.
• Merchandise sales: A search engine can also generate revenue by selling branded merchandise such as t-shirts, hats, and other products.

#6 Showcase our best

• Use relevant and reliable sources: To provide the best results, a search engine should prioritize sources that are relevant to the user’s query and reliable. This may involve using algorithms to assess the credibility and authority of sources.
• Use user feedback: By gathering feedback from users about the relevance and quality of search results, a search engine can continuously improve the accuracy and usefulness of its results.
• Implement ranking algorithms: A search engine can use ranking algorithms to determine the order in which search results are displayed, with the most relevant and credible results appearing at the top.
• Use filters and sorting options: To help users find the most relevant results, a search engine can offer filters and sorting options such as date, relevance, and location.
• Offer multimedia content: In addition to text-based results, a search engine can showcase multimedia content such as videos, images, and audio files to enhance the user experience.

#7 Organize the page by relevance

• Use ranking algorithms: A search engine can use ranking algorithms to determine the order in which search results are displayed, with the most relevant results appearing at the top. These algorithms typically take into account factors such as the relevance of the page’s content to the user’s query, the credibility and authority of the page, and the overall quality of the page.
• Use relevant keywords: A search engine can also use relevant keywords to help determine the relevance of a page to a user’s query. By analyzing the content and structure of a page, the search engine can determine how well it matches the user’s query and rank it accordingly.
• Use user feedback: By gathering feedback from users about the relevance and quality of search results, a search engine can continuously improve the accuracy and usefulness of its results.
• Implement filters and sorting options: To help users find the most relevant results, a search engine can offer filters and sorting options such as date, relevance, and location. This allows users to narrow down their search and find the most relevant results more quickly.

#8 Respect the need for speed

The need for speed is relevant to a search engine because users expect fast and accurate search results. If a search engine takes too long to return results or delivers irrelevant or inaccurate results, users are likely to become frustrated and look for alternative search engines.

To meet the need for speed, a search engine must have a fast and efficient search algorithm that can quickly sift through a large volume of data and return relevant results. The search engine should also have a fast and reliable infrastructure, including servers and networking equipment, to ensure that search results are delivered quickly to users.

In addition, a search engine should prioritize the loading speed of the pages it returns in its search results. If the pages are slow to load, it can negatively impact the user experience and reduce the likelihood that users will return to the search engine in the future.

#9 Give just enough and offer more

• Offer a summary or snippet of information: When a user searches for something, they typically want a quick answer or overview of the topic. A search engine can provide a summary or snippet of information that gives the user just enough information to satisfy their immediate needs.
• Provide links to more detailed information: For users who want to learn more about a topic, a search engine can provide links to more detailed information such as articles, videos, or websites. This allows users to dig deeper and explore the topic further if they choose.
• Use multimedia content: In addition to text-based information, a search engine can incorporate multimedia content such as images, videos, and audio files to give users a more comprehensive understanding of a topic.
• Use interactive features: By offering interactive features such as polls, quizzes, or games, a search engine can engage users and encourage them to explore the site further.
• Keep things fresh: By regularly updating the search engine with new content and features, users will always have something new and interesting to discover. This can help keep users engaged and coming back for more.

#10 Present a seamless experience

• Use of clean and intuitive design: A search engine should have a clean and intuitive design that is easy to navigate and use. This includes using clear categories and search options, as well as consistent branding and styling throughout the site.
• Optimize for mobile devices: With more and more users accessing the internet on mobile devices, a search engine needs to be optimized for these devices. This includes using responsive design and ensuring that the site loads quickly and effectively on mobile devices.
• Integrate with other services: By integrating with other services such as social media or e-commerce platforms, a search engine can offer a seamless and convenient experience for users.
• Offer personalized results: By analyzing a user’s search history and preferences, a search engine can offer customized results that are more relevant to their needs and interests.
• Provide responsive customer support: A search engine that offers responsive and helpful customer support can enhance the user experience and create a sense of trust and loyalty with users.

That’s the end of this short yet hopefully insightful read. Thanks for making it to the end. I hope you gained something from it.

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