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Redesigning Google’s search results page Ornament Jan 25th, 2004

I am intrigued by the CSS Zen Garden. It’s a great exercise, and a great contribution to the design community. It got me thinking about other sorts of design exercises that could be useful to folks out there looking to stretch their design muscles.

Google Redesign

So in the same vein, I tried a redesign of my own.

To start, the project I’ve chosen is Google’s search results page. This is a page that has become fairly ubiquitous to anyone using the world wide web. So ubiquitous in fact, that to make any changes to it you might quickly realize how hard it is to work through a redesign since you and everyone you know is so used to the current one.

But that’s all part of the fun.

[Disclaimer: This exercise is for educational purposes only. Google owns it’s trademark and copyright.]

Now, before you see an example page that I redesigned, let me go over my constraints:

The redesign must be XHTML and CSS valid.

GIFs used must stay below 20k total.

Redesign must accommodate current features of the search results page. Functionality may be added or expressed in a different model than presented currently however.

Rendering of must work in the latest versions of Internet Explorer, Safari, Netscape/Mozilla and Opera.

No CSS hacks allowed.

I did not concern myself with the technical issues that I would be faced with if I worked at Google on how to address legacy browsers; I’m assuming that the technical issues can be solved. I also adjusted the HTML structure as long as the displayed content stayed the same. Unlike the CSS Zen Garden, this exercise is not strictly about variations on the same content using nothing but CSS.

The style sheet is included inline to my example, so just view source of the page and see what I did. And please be kind on the coding. I haven’t had a chance to optimize the CSS inheritance or HTML structure to make everything as slim code-wise as humanly possible. If anyone wants to tackle optimization of my result, be my guest!

Rough draft

So, here was my rough one day shot at it. Basically, I didn’t really attempt to do what I would consider a true redesign, opting to focus on just cleaning up the presenation of the current model for my first pass.

To start, I created an elastic-based layout that also allowed the page to move into compliance with W3C standards. I then went about doing many minor tweaks to try and take away as much excess line and pixel noise as possible. After that, I broke up as much of the even pixel-color coverage as possible to make the page more scannable. I kept the branding and color scheme approach, not wanting to offend the throngs of people out in the world who think Google is fine just the way it is.

Is my redesign more usable? I doubt it is significantly more or less usable in the true sense of the word, although I’m sure many people will react viscerally to it just because it’s different, even if only slightly. Is it more aesthetically pleasing than Google’s current page? I did only a moderate amount of clean up work this first pass, trying to keep true to the spirit of the site’s current simple design, so I’m not sure if it is or not. (It looks better to my eye on Safari, but a good deal of that has to do with Safari and the Mac OS’s superior font rendering.)

Here is a complete list of changes I made to the design, for better or worse.

Do not fear white space

You’ll notice the redesign uses more white space than the current Google site. The current site crams everything together, and has always felt claustrophobic to my eyes.

In this redesign, a gutter has been added around the entire page to move away from the edge. Margins have been placed throughout to add just a touch of white space everywhere, creating a cumulative effect. Lastly, extra space has been added in favor of using dashes in the results, making it easy to scan the uri, file size, cached and similar items.

Excess [line noise] kills

I’ve always disliked the fact that the web standard derived for links is underlines, instead of just using a consistent color, maybe some bolding and reasonable cursor or rollover feedback. Underlines render even moderately good typography attempts on the web into a nearly unreadable heap of line noise. To compound the problem, the notion that links must be underlined and be that horrendous default blue in order to be easy to use was propped up like a house of cards by expert sites like Useit.com.

Now, having said that, note that I did create a CSS class just for the main results as an escape hatch. Truth be told, this would be one of those cases where I would present the design sans all the underlines, and only put them back in if the outcry was so loud and the pain endured by users so great, and I didn’t feel like fighting the good fight that particular day. The change is after all, one CSS value.

Get your money’s worth!

If I was paying for advertising on Google, I’m not sure I would want the supposedly prime spot at the top of the search results list. The top two ads on most Google pages are crammed between a blue bar, which has fairly useless text, and the first result of the Google search. By being placed here, these ads can be one of the easiest things to over look.

I would need data to confirm this, but the spot I moved them to tends to stand out better, especially with the color coding. Further, by putting the ads to the side, it allows the new design to display the same amount of results above the fold while still using more overall white space.

Nickel and diming

You’ll notice many minor tweaks to the text and content itself.

I removed all of the extra leading ellipses. They do nothing but interrupt the search results, and provide minimal amount of usefulness.

I removed all extraneous bolding, only bolding items found in the light gray textual results.

I nuked extra text labels where possible, like the “Categories” label. In the case of categories, the breadcrumbing nature of the links should be plenty to indicate what is going on. (I didn’t do a news example, but I would also nuke the “News” label in that case as well, as the item explains itself reasonably well.)

I moved the “dissatisfied with your results” text into the bottom bar.

I added non-breaking spaces in strategic spots to help with the liquid nature of the redesign.

There’s probably some others I’m forgetting right now.


Google Search Results redesign v02

So, here’s the second iteration.

I used a refinement from Ben Listwon’s on my first pass as the best place to start. To read his changes, please refer to his description of the changes he made. Below are my changes and thoughts around them.


I had used too much bolding in my first effort, which was a result of choosing bold as the link metaphor. Ben’s pass had corrected this, and it’s much better. I went ahead and put back dotted, light gray lines as the link metaphor, as I still feel that using dark solid lines reduces the readability of the results.

“To clarify, add more detail”

You’ll notice that I changed the manner in which the search results are displayed. I left the first five results as they are today, but then changed everything else, while adding up to a 100 results per page. Before I explain why, let me offer this quote:

Visual displays rich with data are not only an appropriate and proper compliment to human capabilities, but also such designs are frequently optimal. If the visual task is contrast, comparison, and choice — as so often it is — then the more relevant information within eyespan, the better. Vacant, low-density displays, the dreaded posterization of data spread over pages and pages, require viewers to rely on visual memory — a weak skill — to make a contrast, a comparison, a choice.

Micro/macro designs enforce both local and global comparisons and, at the same time, avoid the disruption of context switching. All told, exactly what is needed for reasoning about information.

Edward Tufte, Envisioning Information, page 50

Using Tufte’s concept about micro/macro readings that to clarify, you add more detail, I added 100 results to the page, but I truncated each one after the first five to just the title. I put the description for the remaining results into a title tag, which still allows it to be available to the user. (In the mock-up, I only added the title tag to results 6 through 25.) I don’t know about everyone else, but I find that I infrequently go past pages 4 or 5 using the Google pagination widget. Tufte is right about context switching, when I do go past page 4 into pages 7 or higher, I often find it hard to remember which page to return to that contained a certain link.

This new design places many more results on the page, which should significantly reduce context switching between pages. I think it would have the added benefit that people would more often examine more of the results, even going into the two or three hundred range more often.

As a final benefit, I think this single page would work using the 80/20 rule. That is to say, that 80% of the time, users would never need to go past the first 100 search results to find what they are looking for, only needing this one single page for most their search needs.


In adding more results, you’ll also notice I replaced Google’s branded pagination widget. The new one loses using the Google logo as a visual device. Some users might lament the loss of the fun use of the Google logo in this manner, but I think there are other ways to bring that branding sensibility back into the design. Something I will focus on my third iteration.

For now, the new pagination widget works on multiple levels. I use it to break up the results into more readable blocks, while also helping to mark where a result lives in the context of the search. By duplicating the widget throughout, it also reduces the need to scroll to the top or bottom of the page if the user wants to navigate between sets of results.

New Tabs

Using Douglas Bowman’s excellent article, Sliding Doors of CSS, and in keeping with the goal of making this new design follow web standards, I added a graphical tab treatment, but did so using CSS. Since I lost the images for the original Google pagination widget, this falls within the rules. It is also a place where one can add back in some of the fun of Google’s brand.

I’m not sure I like the treatment yet, but will explore other ideas here in the next iteration.

One of the things about the Sliding Doors model for tabs that Doug doesn’t mention in his article is that the entire tab is clickable. This has always been the downfall of many tab attempts in web applications. Often, the text itself might be clickable, but not the tab graphics, or there might be some tricks employed to make the entire area clickable, but it didn’t work on all browsers. The Sliding Doors approach fixes all of that. You get a cursor over the entire tab, it scales, and it works no matter where you click. Brilliant!


Redesign, Rough Draft
Redesign, Second Iteration



Standards rant

Repeat after me Separator Standards do not block, impede or otherwise hinder innovation. Businessmen, engineers or product managers who only care about how they want to implement technology or only care about their own bottom line are the ones doing the real damage in the larger economic picture.

Design by Fire strives to be as standards compliant as humanly possible in spite of the fact that those in charge of developing the technology, the browsers and the operating systems can't seem to to code to the W3C specification with 100% compliance.

However, even though I'm a firm believer in standards, I'm beyond sick and tired of trying to figure out what works and what does not work according to the W3C specification. So while I make every attempt to do the right thing, occasionally I'll just do what I have to get the thing working. In other words, if you run any Design by Fire URI through a code validator and find invalid markup or css, please don't bother sending me an email.

With that little rant out of the way, here are some good articles about the benefits of web standards.

And of course, there's Zeldman's Designing with Web Standards, which is easily one of the best reads from both a practical and technical point of view on the subject.

All of these sources discuss simplification of code, rapid development, smaller file sizes, faster download times, better accessibility for a larger set of users, easier code maintenance and platform scalability - all benefits of standards at a technological level. There's also some ROI discussion on using standards.

Really Simple Syndication is still a pain in the ass

Here's the RSS feed.

RSS Feed
Design by Fire RSS Feed

You should know the drill by now.

Andrei Michael Herasimchuk

Updated 2010 Separator The quick and dirty summary is that I am largely considered one of the first official interface designers hired by Adobe Systems. That is, the first one hired to do nothing but interface design across the professional product line. I worked personally on the interfaces for Adobe Photoshop, Adobe Illustrator, and Adobe InDesign.


One of these days, I'll convince Adobe's legal eagles to let me write a book about all that I have been through while working on those products. I just doubt they'll agree to it in my lifetime. Until, then you'll have to be satisfied with the History of Photoshop, an article written by a long-time friend of mine, Jeff Schewe.


Director, Design Team bullet Twitter
March 2011 - Present

Sr. Director of Product Design
Applications bullet Yahoo!
September 2009 - March 2011

Chief Design Officer, Co-Founder bullet Involution Studios
July 2004 - September 2009

Project Lead, Adobe Lightroom bullet Adobe Systems
December 2002 - June 2004

Director, User Interface bullet ePeople
April 2001 - December 2002

Director, User Interface bullet Impresse
January 2000 - April 2001

Director, User Interface bullet Mambo.com
August 1999 - January 2000

Senior User Interface Designer bullet Adobe Systems
August 1995 - July 1999

Co-Founding Member, Director bullet Specular Int'l
June 1990 - August 1995


Having the opportunity to work on Adobe Photoshop and Adobe Lightroom has given me a chance to explore photography in way I would not have had access to otherwise. You can find samples of all my personal work on this web site, and unless otherwise noted, everything here is photographed by me.

For a short period of time, I was exploring a screenwriting career. I had a script optioned by Hyde Park Entertainment (a division of MGM), a studio that has since gone under. I even had an agent in Beverly Hills for a short period of time.

I enjoy playing poker on the side and find the game infinitely fascinating. I have made the final table in a few bigger tournaments. One at The Hall of Fame Poker Classic and the other at the Bay 101 Open, but no World Series of Poker bracelet for me yet. I have had the opportunity to play against some world-class poker professionals and have gotten crushed by them.

In my off time I play bass guitar and far too many video games.

Publications and Awards

Industry Awards bullet 1995-2000
Adobe Photoshop, Illustrator and InDesign have won far too many awards than is possible to list here.

The History of Photoshop bullet February 2000
An article written by Jeff Schewe for Photo Electronic Imaging Magazine. This covers the history and development of Photoshop. A copy of this article can be found here in PDF format. You can also find another copy on Jeff's web site, Schewe Photography.

Design Graphics, Cover Story bullet June 1999, Issue 46
This article covered the work I did on the redesign of the professional product line while at Adobe.

Collage with Photoshop bullet 1994
This book features 14 digital artists using Photoshop and Specular Collage. I'm only mentioned in the prologue, but the book was created to promote Collage and what digital artists were doing with it at the time. I'm still fairly proud about the book and the work produced inside of it.


Amherst College bullet 1989 to 1990
Left Amherst College to start Specular Int'l

The Hill School bullet 1984 to 1988
College preperatory school.


andrei@designbyfire.com bullet To avoid getting tagged by my spam filter, be sure to create a meaningful subject line.

Colophon and other details

Design by Fire v4.0 Separator A quick overview of the design and implementation of DxF for those who care about such details.

Browser Support

If you are viewing Design by Fire in either Firefox or Safari, congratulations! You are experiencing Design by Fire in the manner it was intended. If you are using Internet Explorer 6.0 or less, you have my sympathies as you are getting a version slightly less dynamic. The reason for that is due to Microsoft's lack of support for the CSS property "position: fixed;" plus a few other things.

Get Firefox

Bottom line, Internet Explorer promises to fix these things in version 7, so in the meantime you can either download the beta for IE7 or switch to Firefox.


If you have purchased the Adobe Creative Suite, you should have Helvetica Neue installed in your font library. If so, then you are reading Design by Fire as it was intended to be read. For everyone else, you are either seeing Lucida Grande or Arial.


Clearly, Helvetica Neue is far superior.

As for the logotype of Design by Fire, it's set using the classic Bodoni typeface, complete with ligature for that extra flourish.

Content Management System

This version of Design by Fire is managed using WordPress. So long MovableType.

Copyright Information

Design by Fire is ©copyright by Andrei Michael Herasimchuk. All rights reserved.

You may not use any material, articles, logos, essays, technical illustrations, photos or any content from this site without expressed written permission.

Design articles

This page intentionally left blank Bullet Oct 31st, 2008

Keeping up with the Joneses Bullet Aug 16th, 2007

Introducing Spivot Bullet Mar 5th, 2007

The unfortunate death of Helvetica Bullet Oct 23rd, 2006

An Open letter to John Warnock Bullet Aug 28th, 2006

Convenient Lessons from An Inconvenient Truth Bullet Aug 2nd, 2006

The kids aren’t alright Bullet Jul 17th, 2006

The Culture of Fugly Bullet Jun 25th, 2006

Please make me think! Are high-tech usability priorities backwards? Bullet Oct 10th, 2004

Rebranding the World Wide Web Consortium Bullet Sep 30th, 2004

You say toe – may – toe, I say [expletive] that Bullet Aug 17th, 2004

Gurus v. Bloggers, Round 2 Bullet Jun 20th, 2004

Design Eye for the Usability Guy Bullet May 18th, 2004

Et tu, Brute? Bullet May 6th, 2004

I would RTFM if there was an FM to FR Bullet Apr 30th, 2004

The Art Center Design Conference, Part III Bullet Apr 27th, 2004

Gurus v. Bloggers, Round 1 Bullet Apr 9th, 2004

The Art Center Design Conference, Part II Bullet Mar 31st, 2004

The Art Center Design Conference, Part I Bullet Mar 29th, 2004

Redesigning Google’s search results page Bullet Jan 25th, 2004

Lifestyle articles

Welcome to the new school, same as the old school. Bullet Jun 19th, 2006

Bubble Boy at the Bay 101 Shooting Star Bullet Mar 1st, 2004

Beginner’s Tips for Poker Bullet Jan 31st, 2004

Crucial mistakes against Scotty Nguyen Bullet Dec 10th, 2003

Photography articles

Santorini in black and white Bullet Jun 17th, 2004

Santorini in red Bullet Jun 9th, 2004

Santorini in blue Bullet Jun 8th, 2004

The Art Center Design Conference, Part III Bullet Apr 27th, 2004

The Art Center Design Conference, Part II Bullet Mar 31st, 2004

The Art Center Design Conference, Part I Bullet Mar 29th, 2004

Party like it’s 1999 Bullet Jan 10th, 2004

An Oakland Rave Bullet Jan 10th, 2004

Random favorites from the shoebox Bullet Jan 10th, 2004

Portraits of Donna and Alexa Bullet Jan 10th, 2004

Politics archive

How terrorism works Bullet Sep 10th, 2004