Taxonomy and Metadata for UXers

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Overview of taxonomy, metadata, and how to create related deliverables. Geared to an audience familiar with content management systems/user experience.

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Taxonomy and Metadata for UXers

  1. 1. Taxonomy & Metadata for UXers<br />March 21, 2011<br />Page 1© 2008 Razorfish. All rights reserved.<br />
  2. 2. Page 2© 2008 Razorfish. All rights reserved.<br />Overview<br />About Taxonomy & Metadata<br /><ul><li>What is a taxonomy?
  3. 3. Characteristics of a taxonomy
  4. 4. What isn’t a taxonomy but is related?</li></ul>Creating the Deliverables<br /><ul><li>How to scope taxonomy work
  5. 5. How to create a taxonomy
  6. 6. How to create a metadata schema
  7. 7. How to create semantic relationships</li></li></ul><li>Page 3© 2008 Razorfish. All rights reserved.<br />What is a taxonomy?<br />A taxonomy is a set of words in a hierarchy. <br />Why create a taxonomy? Because they can:<br /><ul><li>provide unique tags for all content and assets;
  8. 8. allow for dynamic content delivery across the entire site;
  9. 9. be easy for editors and content producers to understand and use;
  10. 10. return more accurate search results.</li></li></ul><li>Page 4© 2008 Razorfish. All rights reserved.<br />Characteristics of a taxonomy<br />A taxonomy is usually:<br /><ul><li>hierarchical
  11. 11. non-repetitive
  12. 12. built in the back-end for the CMS/ for tagging
  13. 13. in sync with the nomenclature of the navigation/sitemap</li></ul>Parent<br />Child<br />
  14. 14. Page 5© 2008 Razorfish. All rights reserved.<br />Characteristics of a taxonomy<br />A taxonomy is usually:<br /><ul><li>hierarchical
  15. 15. non-repetitive
  16. 16. built in the back-end for the CMS/ for tagging
  17. 17. in sync with the nomenclature of the navigation/sitemap</li></ul>One tag<br />Multiple parents<br />
  18. 18. Page 6© 2008 Razorfish. All rights reserved.<br />Characteristics of a taxonomy<br />A taxonomy is usually:<br /><ul><li>hierarchical
  19. 19. non-repetitive
  20. 20. built in the back-end for the CMS/ for tagging
  21. 21. in sync with the nomenclature of the navigation/sitemap</li></ul>Front end tag<br />For the CMS<br />
  22. 22. Page 7© 2008 Razorfish. All rights reserved.<br />Characteristics of a taxonomy<br />A taxonomy is usually:<br /><ul><li>hierarchical
  23. 23. non-repetitive
  24. 24. built in the back-end for the CMS/ for tagging
  25. 25. in sync with the nomenclature of the navigation/sitemap</li></ul>Was approved pre-taxonomy, so the taxonomy had to use it.<br />
  26. 26. Page 8© 2008 Razorfish. All rights reserved.<br />What isn’t a taxonomy, but is related?<br />Faceted Navigation<br />User-facing navigation with multiple filters and categories<br />Usually reflective of back end taxonomy; must be in sync<br />This term is debatable. Sometimes called “navigational taxonomy.” <br />Probably in the actual taxonomy<br />Probably not in the actual taxonomy<br />
  27. 27. Page 9© 2008 Razorfish. All rights reserved.<br />What isn’t a taxonomy, but is related?<br />Metadata Schema<br /><ul><li>Any set of data guidelines, like Dublin Core or AACR2. This sets up the data fields, but doesn’t actually name what’s in the fields.</li></ul>Part of the metadata schema<br />Part of the taxonomy<br />
  28. 28. Page 10© 2008 Razorfish. All rights reserved.<br />What isn’t a taxonomy, but is related?<br />[Semantic] Relationships<br /><ul><li>The verbs that connect the tags in the taxonomy</li></ul>Diddy has been involved withJLo<br />Britney Spears has gone to Promises Rehab withTara Reid<br />
  29. 29. Creating the Deliverables<br />Page 11© 2008 Razorfish. All rights reserved.<br /><ul><li>Scoping Taxonomy & Metadata Work
  30. 30. How to Create a Taxonomy
  31. 31. How to Create a Metadata Schema
  32. 32. How to Create Semantic Relationships</li></li></ul><li>Scoping taxonomy & metadata work<br />Page 12© 2008 Razorfish. All rights reserved.<br />What do you need to do with your taxonomy & metadata?Ask:<br /><ul><li>What does the UX team and the client want to do with the content?
  33. 33. What will be done with the content in the future?
  34. 34. What are the capabilities of the CMS?
  35. 35. What are the realistic capabilities of the editorial staff and tech team?
  36. 36. How will it be maintained?</li></li></ul><li>Page 13© 2008 Razorfish. All rights reserved.<br />How to create a taxonomy<br />Look at all of the site’s content.<br />Look at the old sitemap.<br />Look at the new sitemap.<br />Ask: “What are the biggest, highest level buckets? Who, what, where, when?”<br />Look at other sites and competitors.<br />The content drives the categories.<br />
  37. 37. Page 14© 2008 Razorfish. All rights reserved.<br />How to create a taxonomy<br />PEOPLE<br />Ex-Con<br />Philanthropist<br />Musician<br />Actor<br />6. Create tags. Instead of repeating them, give them multiple parents.<br />Paris Hilton<br />
  38. 38. Page 15© 2008 Razorfish. All rights reserved.<br />How to create a taxonomy<br />Fergie<br />7. Create synonyms for words that won’t be picked up by keywords.<br />Stacey Ferguson<br />The Dutchess<br />Miley Cyrus<br />Hannah Montana<br />
  39. 39. Page 16© 2008 Razorfish. All rights reserved.<br />How to create a metadata schema<br />Ask, “What is every single piece of data relevant to this site?”<br />Ask, “What will people search for?”<br />Ask, “What other ways can I classify the content?”<br />Define these base on both the client and user needs. (Some will be visible on the presentation layer, some only in the CMS.)<br />Condense and connect.<br />
  40. 40. Page 17© 2008 Razorfish. All rights reserved.<br />How to create semantic relationships<br />has family member<br />Person: Actor: Ashley Olsen<br />Ask, “How can the tags/term be connected to each other?”<br />Make the relationships evergreen, so that they never have to be deleted or untagged. For example “Has been in a relationship with” rather than “Is dating.”<br />Include inverse and synonymous relationships. For example, “Has been a client of” is the inverse of “Has been the stylist to.”<br />There is no need to create parent-child relationships. These are in the taxonomy.<br />Person: Actor: Mary-Kate Olsen<br />has worn designer<br />Person: Designer: Badgley Mischka<br />
  41. 41. Page 18© 2008 Razorfish. All rights reserved.<br />Coming soon! Ontology 101 (everything together)<br />PEOPLE<br />Producer<br />Designer<br />Musician<br />Actor<br />Diddy<br />has alias<br />Puff Daddy<br />has alias<br />Sean John<br />has alias<br />Sean Combs<br />has alias<br />Citizen Combs<br />has been involved with<br />Jennifer Lopez<br />JLo<br />has alias<br />has been involved with<br />Kim Porter<br />Kim Porter<br />has child with<br />Mary J. Blige<br />has worked with<br />
  42. 42. Page 19© 2008 Razorfish. All rights reserved.<br />Quick Reference<br />Metadata schema: Data parameters for specific fields or elements.<br />Navigational taxonomy / faceted navigation: User-facing navigation with multiple filters and categories.Ontology: The taxonomy and all the corresponding relationships and data.<br />Semantic relationships: The verbs that connect the tags in the taxonomy. <br />Taxonomy: A list of words in a hierarchy.<br />
  43. 43. Thank You<br />Page 20© 2008 Razorfish. All rights reserved.<br />Dawn Bovasso<br />dawnbovasso@gmail.com<br />

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