Taming Taxonomy: A Practical Intro
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Taming Taxonomy: A Practical Intro

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Slides from the talk that Jessica DuVerneay and I gave at Ticketmaster/Live Nation on 5/16/2013.

Slides from the talk that Jessica DuVerneay and I gave at Ticketmaster/Live Nation on 5/16/2013.

Video: http://www.youtube.com/watch?v=UnIK7vQR-uM

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Taming Taxonomy: A Practical Intro Taming Taxonomy: A Practical Intro Presentation Transcript

  • taming taxonomy jessica duverneay - alberta soranzoTaming TaxonomyTips & Tools for Creating Structurewith the User in Mindjessica duverneay | @undrstndngalberta soranzo | @albertatrebla
  • taming taxonomy jessica duverneay - alberta soranzoAgenda1: Case Study2: Tool Review3: Peer to Peer Learning Activity(write your questions now!)
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyClient: American Society for AestheticPlastic Surgery (ASAPS)
  • taming taxonomy jessica duverneay - alberta soranzoCase Study2!3!4!5!1!
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyStatement of Work (SOW)
  • taming taxonomy jessica duverneay - alberta soranzoCase Study• UnderstandingTaxonomies?!?• Search EngineKeyword Market?!?• ComprehensiveSystem?!?• Polyhierarchy?!?• SynonymMapping?!?• Governance Plan?!?Statement of What?!?...and I had this much time:24  Hours
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyThe ProblemGlossary of Terms!Injectables and Dermal Fillers!•  Amphadase"•  Acquamid"•  Anesthesia"•  Anika CTA"•  Anti-viral"•  Artecoll"•  ArteFill"•  ArteSense"•  Axillary"•  Belotero"•  Betacaine"•  Bio-alchamid"•  Bioplastique"•  Botox"•  Botox Cosmetic"•  Botulinum Toxin"•  Botulinum Toxin Type A"•  Botulinum Toxin Type B"•  Bovine Collagen "•  Calcium hydroxylapitite"•  Captique"•  Carboxytherapy"•  Cellulite"•  Collagen"•  ETC… "
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyBreast ImplantsBreast AugmentationBreast EnhancementBreast EnlargementBreast SurgeryImplantsSilicon ImplantsSaline ImplantsGel ImplantsSubpectoral BreastSurgeryMammoplastyBreast ReplacementBreast RevisionBreast Reconstruction**Boob Job**Pectoral Implants
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyPolar Bear Book Says:•Categories should bemutually exclusive, unlessthey are polyhierarchical.•Consider the balancebreadth and depth, erring onthe side of broad andshallow for new sites.•Taxonomy = a slow layer,while navigation may beslightly faster
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyWhich exact word should be used?Where does it go in relation to the others?What are the exceptions?That’s all I have to do?NEAT!
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyWhich exact word should be used?Where does it go in relation to the others?What are the exceptions?That’s all I have to do?NEAT!NOT  SO  FAST  THERE,  BUDDY!
  • taming taxonomy jessica duverneay - alberta soranzoCase Study
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyStrategy: User Centered vs. Business CenteredSize: Scalable vs. FiniteCoverage: Comprehensive vs. Section SpecificApplication: Cross Channel vs. Web CenteredTime Sensitivity: Aspirational vs. CurrentMetaphor: Uniform/Exact vs. Mixed ApproachLanguage Conventions: SEO Preferential vs. NaturalLanguage vs. Branding vs. AuthoritativeStructure: Polyhierarchical vs. Mutually ExclusiveConsider:
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyStrategy: User CenteredSize: ScalableCoverage: ComprehensiveApplication: Cross ChannelTime Sensitivity: AspirationalMetaphor: Mixed ApproachLanguage Conventions: SEO Preferential & NaturalLanguageStructure: PolyhierarchicalASAPS Taxonomy Needs to be:
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 1: Existing Taxonomy ReviewGlossary of Terms!Injectables and Dermal Fillers!•  Amphadase"•  Acquamid"•  Anesthesia"•  Anika CTA"•  Anti-viral"•  Artecoll"•  ArteFill"•  ArteSense"•  Axillary"•  Belotero"•  Betacaine"•  Bio-alchamid"•  Bioplastique"•  Botox"•  Botox Cosmetic"•  Botulinum Toxin"•  Botulinum Toxin Type A"•  Botulinum Toxin Type B"•  Bovine Collagen "•  Calcium hydroxylapitite"•  Captique"•  Carboxytherapy"•  Cellulite"•  Collagen"•  ETC… "
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 2:LightweightKeywordResearch**Note: Site Search log fileswould have been nice too butthe client didn’t track it and nowwas not the time to start.
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 3: Existing User Research & VernacularAshlee: The Lifestyle Patient - "Seeking Perfection"Experienced Consumer / Immediate or RecentDETAILS: Age 29, Part time dental hygienist, Married, Soon to be mother, Extensive procedure history, Motivated bybeauty, Detail oriented, Technology proficientRepresentative Activities:Understanding detailed info on procedures, Understanding a procedure lifecycle, Pursing a complex procedure, Finding adoctor near her, Researching the best way to find the best doctor, Keeping up to date on aesthetic news, Participating inonline social aspects, account features, and creating user generated contentTonya: The Potential Patient - "Seeking Comfort"Novice Consumer / Far FutureDETAILS: Age 36, Higher education administrator, Single, No children, No procedure history, Not motivated by beauty,Seeking general information, Technology proficientRepresentative Activities:Researching basic procedure information, determining if a procedure is the right option, researching commonly askedquestions, investigating a more complicated specific medical concernLoren: The Occasional Patient - "Seeking Rejuventation"Intermediate Consumer / FutureDETAILS: Age 49, Lawyer, Dating with two college age children, Injectable history but no procedure history, Motivated byappearance, Seeking comparative and specific information, Technology savvyRepresentative Activities:Comparing multiple options to solve an aesthetic concern, addressing a post procedure experience, locating male specificprocedure information for a male companion
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 4: Term Sorting / Affinity Diagramming
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 5 : Competitor’s ApproachesSOURCES:!www.plasticsurgery.org!www.realself.com!www.clevelandclinic.org!!
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyFirst Stab - Word Document
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 6: SEO / SME Validation & Client ApprovalOPTIONS:•Rhinoplasty, Nose Job, NoseSurgery, Nasal Enhancement•Chin Lift, Neck Lift, Jowl Lift,Saggy Neck Surgery•Phalloplasty, Penile Implant,Penis Enlargement, PenileSurgeryWINNERS:•Rhinoplasty•Neck Lift•Penis Enlargement
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyActivity 7: Synonyms & PolyhierarchyLiposuction =Lipoplasty, BodyContouring, FatReduction, Liposculpture,Fat Removal, Lipo,Ultrasonic Liposuction,Ultrasound Liposuction,Tumescent Liposuction,Power AssistedLiposuctionEyelid Surgery =Blepharoplasty, Droopy Eye,Droopy Eye Surgery, EyelidLift, Eye Lift
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyFinal Product
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyApplications• Sitemap• Content Inventory / BuildGuide• Navigation• Wireframes• Node Tagging• News Categories• Search Filters• URL Structures• Glossary• Content CreationRoadmap• Non-web Properties
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyPROCEDURES INJECTABLES FOR MEN PLANNING TOOLKIT SELECT A DOCTORASK A QUESTIONPROCEDURESBODY HEAD & FACEBreast AugmentationBreast LiftBreast ReductionBreast RevisionRevision Breast AugmentationBody LiftButtock ImplantsButtock LiftFat TransferLabiaplastyLiposuctionNon-Surgical Fat ReductionSpider Vein TreatmentThigh LiftTummy TuckUpper Arm LiftBrow LiftEar ReshapingEyelid SurgeryFace LiftFacial ImplantsNeck LiftRhinoplastyBREAST SKIN & HAIRCellulite TreatmentChemical PeelEyelash EnhancerHair TransplantHand RejuvenationIPL / PhotorejuvenationLaser Hair RemovalLaser Skin ResurfacingLaser Tattoo RemovalMicrodermabrasionNon-Surgical Skin TighteningPermanent MakeupCOMPLETE SOLUTIONSFacial RejuvenationMommy MakeoverPlastic Surgery After Weight LossPROCEDURESINJECTABLESAll InjectablesDermal FillersFat InjectionsLip InjectionsPerspiration ReducerWrinkle FillersWrinkle ReducersFOR MENBody LiftCalf ImplantsHead & FaceGynecomastiaInjectablesLiposuctionNon Surgical Fat ReductionPectoral ImplantsPenis EnlargementSkin & HairThigh LiftTummy TuckUpper Arm LiftPLANNING TOOLKITGetting StartedBeauty at Every AgeAsk a DoctorCostFacts & StatsSafetyPlanning Resources (Checklists)Patient StoriesAftercare & RecoveryComplicationsSELECT A DOCTORFind a DoctorFind a Skin Care SpecialistHow to Choose a DoctorHow to Choose a ProviderCredentials, Training & CertificationPlanning an Office VisitProTip:  Taxonomy  isn’t  naviga7on
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyGovernance Plan• How it’s used• Who uses it• Why & When it might beupdated• How it’s updated• Who updates it• Version tracking & archivalconsiderationsEnsures the Taxonomy remains useful as business needs,content, vendor input, or user expectations change or scale.
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyValue to ASAPS• User Centered, learnable navigation• Uniform Language guide for internalcontent creators & vendors acrossall consumer channels• Repositioning controlled vocabularyin alignment with brand –medically authoritative butapproachable by averageconsumer• Explicit support of business goals (ie:Men, Taxonomy)• Roadmap for content creation due toholes pointed out by aspirationaltaxonomy• Improved Findability – SEO, navigation,site search, tagging• Created a valuable, living, manageabletaxonomy that will be used
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyASAPS Taxonomy Project LifecycleUnderstand theProblemUnderstand Purpose ofTaxonomyStrategyAssess ExistingTaxonomiesKeyword ResearchUser Research &VernacularCompetitorsApproachesTerm SortingSEO ValidationClient ApprovalSynonym GenerationPolyhierarchicalMappingApplicationGovernance
  • taming taxonomy jessica duverneay - alberta soranzoCase StudyMain Point: Doing it Once =Understand theProblemUnderstand Purpose ofTaxonomyStrategyAssess ExistingTaxonomiesKeyword ResearchUser Research &VernacularCompetitorsApproachesTerm SortingSEO ValidationClient ApprovalSynonym GenerationPolyhierarchicalMappingApplicationGovernanceTAXONOMY!ISAWESOME!!
  • taming taxonomy jessica duverneay - alberta soranzoSummaryTaxonomy Tamed• Taxonomy helps consistentlyand meaningfully organizewords• Be strategic & thoughtful abouthow you approach yourtaxonomy creation• Search analytics, SME, and userresearch can help youunderstand how users talkabout things• Taxonomy is NOT navigation• Branding, culture, & businessneeds have a place indeciding how to say what yousay• Remember to consider all of thecross channel places yourusers might see thetaxonomy• Jump in and try it, it’s not scary,it can be fun, and addstangible value / ROI to aproject
  • taming taxonomy jessica duverneay - alberta soranzoCard sorting
  • taming taxonomy jessica duverneay - alberta soranzoTaxonomyTaxonomies are collections of facets, whichare created by organizing concepts intocategories.
  • taming taxonomy jessica duverneay - alberta soranzoWhat is card sorting?Card sorting is one of the best ways toidentify categories by having controlledtests with groups of users to createcategories.source thetaxonomyblog.com
  • taming taxonomy jessica duverneay - alberta soranzoWhy use card sorting?•Input into information design process•Define overall content hierarchy andstructure•Design navigation, menu and taxonomies•Outline users’ mental modelssource thetaxonomyblog.com
  • taming taxonomy jessica duverneay - alberta soranzoHow do you do card sorting?Participants organize topics into categoriesthat make sense to them and may also helplabel these groups.source flickr.com/photos/nedrichards/
  • taming taxonomy jessica duverneay - alberta soranzoOpen card sortingOpenParticipants organize topics into groupsthat make sense to them, then name thegroups.source flickr.com/photos/nedrichards/
  • taming taxonomy jessica duverneay - alberta soranzoClosed card sortingClosedParticipants organize topics into predefinedgroups.source flickr.com/photos/nedrichards/
  • taming taxonomy jessica duverneay - alberta soranzoCombination card sortingCombinationOpen card sort to identify contentcategories.Closed card sort to see how well thecategory labels work.
  • taming taxonomy jessica duverneay - alberta soranzoDesign the test•Create list of content topics.•Prepare the cards.•Email participants a link to the study.•Provide instructions for the sort, includingexpected length.•Thank the participant for their time.
  • taming taxonomy jessica duverneay - alberta soranzoTopics•Individual pages•Functionality•Small groups of pages•Whole sections of the site
  • taming taxonomy jessica duverneay - alberta soranzoWhat users see - the cards
  • taming taxonomy jessica duverneay - alberta soranzoWhat users do - putting cards in groups
  • taming taxonomy jessica duverneay - alberta soranzoWhat users do - naming groups of cards
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - cards
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - categories
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - similarity matrix
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - standardization grid
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - dendogram
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - dendogram
  • taming taxonomy jessica duverneay - alberta soranzoWhat you see - Participant Centric Analysis
  • taming taxonomy jessica duverneay - alberta soranzoThe futurePredictive Cognitive Semantic Analysis
  • taming taxonomy jessica duverneay - alberta soranzoPCSASeamus O’Leary, PhDQueen’s UniversityInstitute of Cognition and CultureBelfast“Predictive Cognitive Semantic Analysis: An Algorithm forPlace-Making in Cross-Channel Experiences” (2010)source gerard1972.deviantart.com
  • taming taxonomy jessica duverneay - alberta soranzoPCSAPredictive Cognitive Semantic Analysissource gerard1972.deviantart.com“I had an intuition that by interpolating results of bestmerge dendograms with anti-pattern libraries and textreadability scores, my algorithm would accurately predictthe boundaries of cognitive and semantic mapping.”
  • taming taxonomy jessica duverneay - alberta soranzoPCSAPredictive Cognitive Semantic Analysissource gerard1972.deviantart.com• Parallax Theory of Brain Modeling (Johnston, Neil et al.)• Cognitive Disenthropy Theory (Blake, McGuinn)• Systemic Distribution of Neural Pathways Model (Mould?)• Fibonacci Sequence• Limit of Consecutive Quotients Paradox (Kepler)• Structural Malta Approach to Card Sorting (Mann, Pallot)
  • taming taxonomy jessica duverneay - alberta soranzoPCSA in one wordsource gerard1972.deviantart.comNDA
  • taming taxonomy jessica duverneay - alberta soranzoPCSA tool and APIPredictive Cognitive Semantic Analysis(exp. release 2014)source gerard1972.deviantart.com• Solid taxonomy• Comparable sitemaps (CI 97.2%-99.71)• Increased findability, better SEO
  • taming taxonomy jessica duverneay - alberta soranzoThe future?Predictive Cognitive Semantic Analysis
  • taming taxonomy jessica duverneay - alberta soranzoNOPE!
  • taming taxonomy jessica duverneay - alberta soranzoWhat card sorting helps you with•Vetting navigation schemes•Defining information architecture•Improving findability
  • taming taxonomy jessica duverneay - alberta soranzoConcretely, card sorting gives you•Data to support decisions•Cheap method of testing labels and structure•User-centered taxonomy
  • taming taxonomy jessica duverneay - alberta soranzoWhat card sorting doesn’t help you with•Improving bad content•Fixing bad design•Losing weight•Winning the lottery
  • taming taxonomy jessica duverneay - alberta soranzoCard sorting & Taxonomy resourcesBooksCard Sorting - Designing Usable CategoriesDonna SpencerRosenfeld Media, 2009Mental Models: Aligning Design Strategy with Human BehaviorIndy YoungRosenfeld Media, 2008The Accidental TaxonomistHeather HeddenInformation Today, Inc. 2010Information Architecture for the World Wide Web: Designing Large-Scale Web SitesPeter Morville and Louis RosenfeldO’Reilly, 2008Pervasive Information Architecture: Designing Cross-Channel User ExperiencesAndrea Resmini and Luca RosatiMorgan Kaufmann, 2011
  • taming taxonomy jessica duverneay - alberta soranzoCard sorting & Taxonomy resourcesCard sorting toolsOnlineconceptcodify.comoptimalworkshop.com/optimalsort.htmsimplecardsort.comusabilitest.com/CardSortinguxpunk.com/websort/Offline (spreadsheets)Joe Lamantia – boxesandarrows.com/?p=2803Donna Spencer – maadmob.com.au/?p=45Mike Rice – www.informoire.com/?p=162
  • taming taxonomy jessica duverneay - alberta soranzoThank You!jessica duverneay@undrstndngunderstandinggroup.comalberta soranzo@albertatreblaalbertasoranzo.com