Taxonomy & User Experience PhillyCHI Meeting Philadelphia August 23, 2007 Copyright © 2007 GSI Commerce. All Rights Reserved. GSI Interactive sm and the gsi interactive sm and gsi commerce® logos are trademarks, service marks, registered trademarks, or registered service marks of GSI Commerce, Inc. or its subsidiaries or affiliates. Ace Hardware and the Ace Hardware logo are trademarks, service marks, registered trademarks, or registered service marks of Ace Hardware or its subsidiaries or affiliates. Other trademarks contained in this presentation are the property of the respective companies with which they are associated. This presentation is for informational and discussion purposes only and should not be construed as a commitment of GSI Commerce, Inc. or of any of its subsidiaries or affiliates. While we attempt to ensure the accuracy, completeness and adequacy of this presentation, neither GSI Commerce, Inc. nor any of its subsidiaries or affiliates is responsible for any errors or will be liable for the use of, or reliance upon, this presentation or any of the information contained in it. The information contained in this presentation is subject to change without notice.

Taxonomy: a Definition Merriam-Webster Online Dictionary ( http://www.m-w.com/dictionary/taxonomy ), August 20, 2007. tax·on·o·my Pronunciation: tak-'sä-n&-mE Function: noun Etymology: French taxonomie, from tax- + -nomie -nomy 1 : the study of the general principles of scientific classification SYSTEMATICS 2 : CLASSIFICATION ; especially : orderly classification of plants and animals according to their presumed natural relationships - tax·o·nom·ic /"tak-s&-'nä-mik/ also tax·o·nom·i·cal /-mi-k&l/ adjective - tax·o·nom·i·cal·ly /-mi-k(&-)lE/ adverb - tax·on·o·mist /tak-'sä-n&-mist/ noun

Merriam-Webster Online Dictionary ( http://www.m-w.com/dictionary/taxonomy ), August 20, 2007.

Taxonomy: Another Definition taxonomy ( plural taxonomies ) Etymology From Greek τάξις ( taxis ) "arrangement, order" + - νο μ ία ( -nomia ) "method", from νό μ ος ( -nomos ) "law, managing" from νέ μ ειν ( nemein ) "manage". Noun 1. ( systematics , uncountable ): The science of finding, describing, classifying and naming organisms. 2. The classification in a hierarchical system. Synonyms · alpha taxonomy Wiktionary ( http:// en.wiktionary.org /wiki/taxonomy ), August 20, 2007.

taxonomy ( plural taxonomies ) Etymology From Greek τάξις ( taxis ) "arrangement, order" + - νο μ ία ( -nomia ) "method", from νό μ ος ( -nomos ) "law, managing" from νέ μ ειν ( nemein ) "manage". Noun 1. ( systematics , uncountable ): The science of finding, describing, classifying and naming organisms. 2. The classification in a hierarchical system. Synonyms · alpha taxonomy

Two Aspects of Taxonomy Product ID Attribute: Value Attribute: Value Attribute: Value Attribute: Value Attribute: Value Attribute: Value Attribute: Value

Taxonomy Drives User Experience

Finding Things… Recognizable groupings Familiar labeling Clear & consistent navigation

Recognizable groupings

Familiar labeling

Clear & consistent navigation

Making Decisions… Needed product information Available options Comparable products

Needed product information

Available options

Comparable products

Taxonomies Must Be User-Centric

Case Study: Ace Hardware Redesign

Step 1: Design Global Navigation Top-down Design Collaborative Sessions (felt like Affinity Diagramming) Post-It image: thanks to DreamCatcherMhay ( http://flickr.com/photos/39451508@N00/359554977/ ) August 27, 2007.

Global Navigation

Top-down Design

Collaborative Sessions (felt like Affinity Diagramming)

Top-Level Categorization Example

Step 2: Analytics Sales Data Traffic Metrics Search Term Analysis Clickstream Analysis Competitive Review

Sales Data

Traffic Metrics

Search Term Analysis

Clickstream Analysis

Competitive Review

Step 3: User Testing User Mental Models Duplicate Placements

User Mental Models

Duplicate Placements

Step 4: Governance Hierarchy Categories Labeling

Hierarchy

Categories

Labeling

Thank You. Dave Cooksey Information Architect User Experience & Design GSI Interactive [email_address]