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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