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One of my first projects at Bing looked at the different ways people search. Our usability researchers had documented different models for search, and using that research, my team identified an opportunity to expand on one path – the "exploration" mode – navigating around the aggregated entity information and between related entities.

Aggregated entity content was already available as a side panel on larger screens, but Bing needed a clean and unobtrusive way of displaying this information on smaller screens, allowing for exploration of content from any device. Enter the Level Two (or “L2”) page. Once a user had shown exploration intent, we could present various curated modules related to different entities in a focused, branded experience, keeping the customer on Bing.

PMs and devs were already testing out new modules and features on this "L2" page, but needed a cohesive strategy around which modules to display (on L1 vs. L2), how to display them (expanded or collapsed) and when (always vs. in specific scenarios). Separately, my work on multi-item lists included rules for navigating between the main search engine results page and L2 when performing a category search, but there were questions about navigation between lists and single entities, between individual entities, disambiguation of entities, etc.

I worked on the end-to-end L2 UX with the framework PM, first looking at several specific scenarios to locate all potential clicks during entity exploration, and then on my own to define the basic page elements and all click-paths from those areas.I was able to define some simple rules based on the broken down page elements, which then could be tested and tweaked across the Bing L2 experience, or individually by segment teams, maintaining a strategic core UX.
Breaking down the L1 and L2 pages into their most basic elements
Breaking down the click-paths based on the basic page elements identified above
Sample scenarios illustrate the rules for click and display