Search is not just the place your users go to when they are lost or have something specific to find. It is also a place where your users go to to have a conversation about their needs. Avinash Kaushik remind us that search is the only place that gets used more than 10% of the time. So, how are we designing this conversation? In this presenation for the IXDA Singapore community, I share a framework to design the search experience.