01
Treat the answer as a designed object
- What we saw
- AI search delivered better answers inside a worse reading experience: undifferentiated text, no hierarchy, no sources in reach.
- Evidence
- Benchmark· QualitativeThe category put its effort into retrieval and generation while the interface inherited a twenty-year-old list pattern.Usability test· MixedPerceived wait fell 40% in user testing.
- So we
- Structured hierarchy, sources within reach, query understanding shown instead of implied, and motion that explains relationships.
- Not
- A wall of text with better retrieval behind it.
- What happened
- Query refinement was 2.8× that of traditional search.










