Google claims that user experience is an important part of the search algorithm, but just how well can Google measure this? Can a search engine rely on machine learning, artificial intelligence and algorithms to determine what makes a good (and bad) user experience?
At Search Leeds 2019, Andy Duke (Head of Design and Development) questioned just whether machine learning and artificial intelligence could successfully determine what "good" user experience looked like.
As Google makes no secret of the fact that it wants to reward good user experience in the search results, Andy considers just what some of those factors are, what Google could realistically be measuring as part of its algorithm through machine learning and what web designers and developers need to consider when it comes to UX.
You can also download Andy's slides here: