Sunday, April 19, 2015

0 Why Bing's redesign is about much more than a new logo

The fresh design aims to optimize Bing's user experience, as Microsoft still wants its search engine to step ahead of Google.

Microsoft detailed a set of new and improved features for Bing that the company hopes will position the search engine as a "next generation" selection for users.
A redesigned logo, a re-made user interface and enhanced search features indicate "the beginning of a new, more modern era for Bing," wrote Lawrence Ripsher, Bing's user experiences general manager, in the blog post.

One of the key changes is the amalgamation of two features – Snapshot and Sidebar – which were introduced in 2012. Snapshot provide factual, prearranged information about people, places and things, while Sidebar incorporates users' social media profiles to convey related information posted by their associates on sites like Twitter and Facebook.

"In our new design, we've combined these two sources of knowledge to provide people with the entire supporting context they'll need for any given query," Ripsher wrote.
An exclusively novel feature is Page Zero, which attempts to determine an inquiry while the user is still typing it, by displaying links, information and actions on the fly ahead of the first page of results appears.

"We think the time people will save using Page Zero instead of navigating a search results page will be significant," he wrote.
Pole Position element is also new, a set of links and answers displayed notably and in a bigger configure at the zenith of the results page that become visible when Bing is greatly certain it understands a query's objective.

Examples of this scenario are when the search engine knows "someone wants images of a celebrity, is looking for a specific fact or needs a detailed view of the weather in a particular city," according to Ripsher.

Microsoft also improved the way Bing is rendered in an extensive multiplicity of devices and screen sizes. "Results should look as beautiful on a Surface or iPad as they do on a PC or phone," he wrote. It also includes incorporating touch-friendly interface controls and designs.

While a few of the new features reflect things that the Google search engine already does, Bing offer a more affluent user interface and user understanding, Sterling said. "And the social content integration into search is novel if not useful," he said.

Overall, at the interface level, Microsoft has revised a selection of elements, including fonts, spacing, color, visual patterns, the search box's design and the Bing logo. These changes attempt to communicate the initiative that Bing's scope now extends further than the web, given that its technology is now incorporated in products as diverse as Xbox, Office and Windows Phone, according to Scott Erickson, a Microsoft senior director of brand and creative.

The ambition was "to build a new visual personality that best reflected Bing as branch of the Microsoft family," Erickson wrote in another blog post.
Sterling agreed that Bing has become an integral part of the broader Microsoft product ecosystem. "So it has considerable value for the company beyond directly competing with Google in search and paid search," he said.
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