3. Knowledge of search and purpose

Apple Maps

Search has a conversational sense.

strong usage of natural language.

Instead of being exhaustive, the results seem carefully chosen.

Google Maps

Search seems strong and proactive.

comprehends unclear or complicated questions quite well.

frequently gives back more options than are necessary.

What Designers Should Learn

Accuracy is only one aspect of search user experience. It has to do with confidence. Apple wants to reassure. Google wants to empower people. Determine which feeling is most important for your product.

4.…