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Context mismatch: user intent

Scenario

User searches on “digital signature”

User intent: A visual representation of their signature in a document

Top search results:

Digitally sign a file

Insert a picture

Create a signature for messages

User action: Clicks on first result but finds it’s not what they want

Marks the topic as “No” and leaves negative comments

the problem | office online | content-centric design | applications | conclusions

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