Why the Search Experience in you Apps matters for your brand? The TheFork usecase.

Working on Search Experience in your Apps forces you to face particular questions:
· Do I need to reinvent the wheel when Google’s search engine is so powerful?
· Why does my Product/Brand need a specific search experience? How can I leverage it to support my expertise as category leader.
· How can I iterate fast and efficiently in order to ease the users’ search process and reinforce my brand legitimacy

We will share our thoughts and expertise on this topic after a 2 years’ work on search Experience at TheFork.