The Pinball Pattern of Scanning Search Results Pages
Summary: Today, a SERP (search engine results page) contains so many design elements that users don't have a simple way of picking out their preferred link. Eyetracking studies show that users' eyes bounce around the page between items in a scan pattern that resembles a pinball machine game.
Because today’s search-results pages have many possible complex layouts, users don’t always process search results sequentially. They distribute their attention more variably across the page than in the past.
Video Author
Kate Moran is a Senior User Experience Specialist with Nielsen Norman Group. She conducts research and leads training seminars to help digital product teams expand and improve their UX practice. Her research findings and recommendations are informed by her background in information theory and design, as well as her development experience.
