Taming taxonomy—a practical intro (v3)
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Slides from the talk Jessica DuVerneay and I gave at the OC UX Meetup on 9/10/2013.

Slides from the talk Jessica DuVerneay and I gave at the OC UX Meetup on 9/10/2013.

Duo Campus, Irvine, CA

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Taming taxonomy—a practical intro (v3) Presentation Transcript

  • 1. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 Taming Taxonomy Tips & Tools for Creating Structure with the User in Mind alberta soranzo | @albertatrebla jessica duverneay | @undrstndng OCUX Meetup 2013 – Duo Campus - Irvine, CA photo: jessica duverneay/
  • 2. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE PLAN •Case Study •Tool Review •Peer to peer learning activity
  • 3. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CASE STUDY American Society for Aesthetic Plastic Surgery
  • 4. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE CLIENT American Society for Aesthetic Plastic Surgery (ASAPS)
  • 5. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 Case Study 2! 3! 4! 5! 1!
  • 6. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE PAPERWORK Statement of Work (SOW)
  • 7. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE REAL WORK • Understanding Taxonomies?!? • Search Engine Keyword Market?!? • Comprehensive System?!? • Polyhierarchy?!? • Synonym Mapping?!? • Governance Plan?!? Statement of What?!? ...and I had this much time: 24   Hours
  • 8. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 HOT MESS The Problem Glossary 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… "
  • 9. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE BREAST CHOICE Breast Implants Breast Augmentation Breast Enhancement Breast Enlargement Breast Surgery Implants Silicon Implants Saline Implants Gel Implants Subpectoral Breast Surgery Mammoplasty Breast Replacement Breast Revision Breast Reconstruction **Boob Job **Pectoral Implants
  • 10. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WWPBBD? Polar Bear Book Says: •Categories should be mutually exclusive, unless they are polyhierarchical. •Consider the balance breadth and depth, erring on the side of broad and shallow for new sites. •Taxonomy = a slow layer, while navigation may be slightly faster
  • 11. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 SEEMS EASY Which 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!
  • 12. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 SEEMS EASY Which 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!
  • 13. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 LEBOWSKI JOKE
  • 14. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 KEY FACTORS Strategy: User Centered vs. Business Centered Size: Scalable vs. Finite Coverage: Comprehensive vs. Section Specific Application: Cross Channel vs. Web Centered Time Sensitivity: Aspirational vs. Current Metaphor: Uniform/Exact vs. Mixed Approach Language Conventions: SEO Preferential vs. Natural Language vs. Branding vs. Authoritative Structure: Polyhierarchical vs. Mutually Exclusive Consider:
  • 15. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CONTINUUMS STRATEGY User Centered Business Centered SIZE Scalable Finite COVERAGE Comprehensive Section Specific APPLICATION Cross-channel Web-centric TIME  SENSITIVITY Aspirational Current METAPHOR Uniform/Exact Mixed Approach STRUCTURE Poly-hierarchical Mutually Exclusive LANGUAGE SEO Preferential Natural Branding Authoritative Concept:  Jessica  DuVerneay Graphic  Representa9on:  Alberta  Soranzo
  • 16. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CONTINUUMS STRATEGY User Centered Business Centered SIZE Scalable Finite COVERAGE Comprehensive Section Specific APPLICATION Cross-channel Web-centric TIME  SENSITIVITY Aspirational Current METAPHOR Uniform/Exact Mixed Approach STRUCTURE Poly-hierarchical Mutually Exclusive LANGUAGE SEO Preferential Natural Branding Authoritative Concept:  Jessica  DuVerneay Graphic  Representa9on:  Alberta  Soranzo
  • 17. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 REVIEW Activity 1: Existing Taxonomy Review Glossary 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… "
  • 18. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 KEYWORDS Activity 2: Lightweight Keyword Research **Note: Site Search log files would have been nice too but the client didn’t track it and now was not the time to start.
  • 19. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PERSONAS Activity 3: Existing User Research & Vernacular Ashlee: The Lifestyle Patient - "Seeking Perfection" Experienced Consumer / Immediate or Recent DETAILS: Age 29, Part time dental hygienist, Married, Soon to be mother, Extensive procedure history, Motivated by beauty, Detail oriented, Technology proficient Representative Activities: Understanding detailed info on procedures, Understanding a procedure lifecycle, Pursing a complex procedure, Finding a doctor near her, Researching the best way to find the best doctor, Keeping up to date on aesthetic news, Participating in online social aspects, account features, and creating user generated content Tonya: The Potential Patient - "Seeking Comfort" Novice Consumer / Far Future DETAILS: Age 36, Higher education administrator, Single, No children, No procedure history, Not motivated by beauty, Seeking general information, Technology proficient Representative Activities: Researching basic procedure information, determining if a procedure is the right option, researching commonly asked questions, investigating a more complicated specific medical concern Loren: The Occasional Patient - "Seeking Rejuventation" Intermediate Consumer / Future DETAILS: Age 49, Lawyer, Dating with two college age children, Injectable history but no procedure history, Motivated by appearance, Seeking comparative and specific information, Technology savvy Representative Activities: Comparing multiple options to solve an aesthetic concern, addressing a post procedure experience, locating male specific procedure information for a male companion
  • 20. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 GET IT SORTED Activity 4: Term Sorting / Affinity Diagramming
  • 21. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 COMPETITORS Activity 5 : Competitor’s Approaches SOURCES:! www.plasticsurgery.org! www.realself.com! www.clevelandclinic.org! !
  • 22. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 NICE TRY First Stab - Word Document
  • 23. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CALL IN THE EXPERTS Activity 6: SEO / SME Validation & Client Approval OPTIONS: •Rhinoplasty, Nose Job, Nose Surgery, Nasal Enhancement •Chin Lift, Neck Lift, Jowl Lift, Saggy Neck Surgery •Phalloplasty, Penile Implant, Penis Enlargement, Penile Surgery WINNERS: •Rhinoplasty •Neck Lift •Penis Enlargement
  • 24. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 SYNONYMS Activity 7: Synonyms & Polyhierarchy Liposuction = Lipoplasty, Body Contouring, Fat Reduction, Liposculpture, Fat Removal, Lipo, Ultrasonic Liposuction, Ultrasound Liposuction, Tumescent Liposuction, Power Assisted Liposuction Eyelid Surgery = Blepharoplasty, Droopy Eye, Droopy Eye Surgery, Eyelid Lift, Eye Lift
  • 25. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 DELIVERABLE Final Product
  • 26. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 NOW WHAT? Cross Channel Applications • Sitemap • Content Inventory / Build Guide • Navigation • Wireframes • Node Tagging • News Categories • Search Filters • URL Structures • Glossary • Content Creation Roadmap • Non-web Properties
  • 27. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 Case StudyPROCEDURES INJECTABLES FOR MEN PLANNING TOOLKIT SELECT A DOCTORASK A QUESTION PROCEDURES BODY HEAD & FACE Breast Augmentation Breast Lift Breast Reduction Breast Revision Revision Breast Augmentation Body Lift Buttock Implants Buttock Lift Fat Transfer Labiaplasty Liposuction Non-Surgical Fat Reduction Spider Vein Treatment Thigh Lift Tummy Tuck Upper Arm Lift Brow Lift Ear Reshaping Eyelid Surgery Face Lift Facial Implants Neck Lift Rhinoplasty BREAST SKIN & HAIR Cellulite Treatment Chemical Peel Eyelash Enhancer Hair Transplant Hand Rejuvenation IPL / Photorejuvenation Laser Hair Removal Laser Skin Resurfacing Laser Tattoo Removal Microdermabrasion Non-Surgical Skin Tightening Permanent Makeup COMPLETE SOLUTIONS Facial Rejuvenation Mommy Makeover Plastic Surgery After Weight Loss PROCEDURES INJECTABLES All Injectables Dermal Fillers Fat Injections Lip Injections Perspiration Reducer Wrinkle Fillers Wrinkle Reducers FOR MEN Body Lift Calf Implants Head & Face Gynecomastia Injectables Liposuction Non Surgical Fat Reduction Pectoral Implants Penis Enlargement Skin & Hair Thigh Lift Tummy Tuck Upper Arm Lift PLANNING TOOLKIT Getting Started Beauty at Every Age Ask a Doctor Cost Facts & Stats Safety Planning Resources (Checklists) Patient Stories Aftercare & Recovery Complications SELECT A DOCTOR Find a Doctor Find a Skin Care Specialist How to Choose a Doctor How to Choose a Provider Credentials, Training & Certification Planning an Office Visit ProTip:   Taxonomy   isn’t  naviga9on
  • 28. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 TAXONOMY VS NAVIGATION VS IA TAXONOMY Metadata (information about information) NAVIGATION Wayfinding (how visitors move around) INFORMATION ARCHITECTURE Structural design of information (informed by taxonomy, helps build navigation)
  • 29. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 GOVERNANCE Governance Plan • How it’s used • Who uses it • Why & When it might be updated • How it’s updated • Who updates it • Version tracking & archival considerations Ensures the Taxonomy remains useful as business needs, content, vendor input, or user expectations change or scale.
  • 30. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 FTW! Value to ASAPS • User Centered, learnable navigation • Uniform Language guide for internal content creators & vendors across all consumer channels • Repositioning controlled vocabulary in alignment with brand – medically authoritative but approachable by average consumer • Explicit support of business goals (ie: Men, Taxonomy) • Roadmap for content creation due to holes pointed out by aspirational taxonomy • Improved Findability – SEO, navigation, site search, tagging • Created a valuable, living, manageable taxonomy that will be used
  • 31. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 LIFECYCLE ASAPS Taxonomy Project Lifecycle Understand the Problem Understand Purpose of Taxonomy Strategy Assess Existing Taxonomies Keyword Research User Research & Vernacular Competitor's Approaches Term Sorting SEO Validation Client Approval Synonym Generation Polyhierarchical Mapping Application Governance
  • 32. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 TAKE HOME Main Point: Doing it Once = Understand the Problem Understand Purpose of Taxonomy Strategy Assess Existing Taxonomies Keyword Research User Research & Vernacular Competitor's Approaches Term Sorting SEO Validation Client Approval Synonym Generation Polyhierarchical Mapping Application Governance TAXONOMY IS AWESOME!
  • 33. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 TAME TAXONOMY Taxonomy Tamed • Taxonomy helps consistently and meaningfully organize words • Be strategic & thoughtful about how you approach your taxonomy creation • Search analytics, SME, and user research can help you understand how users talk about things • Taxonomy is NOT navigation • Branding, culture, & business needs have a place in deciding how to say what you say • Remember to consider all of the cross channel places your users might see the taxonomy • Jump in and try it, it’s not scary, it can be fun, and adds tangible value / ROI to a project
  • 34. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CARD SORTING
  • 35. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 TAXONOMY Taxonomies are collections of facets, which are created by organizing concepts into categories.
  • 36. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT IS CARD SORTING? Card sorting is one of the best ways to identify categories by having controlled tests with groups of users to create categories. source thetaxonomyblog.com
  • 37. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHY USE CARD SORTING? •Input into information design process •Define overall content hierarchy and structure •Design navigation, menu and taxonomies •Outline users’ mental models source thetaxonomyblog.com
  • 38. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 HOW DO YOU DO CARD SORTING? Participants organize topics into categories that make sense to them and may also help label these groups. source flickr.com/photos/nedrichards/
  • 39. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 OPEN CARD SORTING Participants organize topics into groups that make sense to them, then name the groups. source flickr.com/photos/nedrichards/
  • 40. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CLOSED CARD SORTING Participants organize topics into predefined groups. source flickr.com/photos/nedrichards/
  • 41. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 DESIGN THE TEST •Create list of content topics. •Prepare the cards. •Email participants a link to the study. •Provide instructions for the sort, including expected length. •Thank the participant for their time.
  • 42. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 TOPICS •Individual pages •Functionality •Small groups of pages •Whole sections of the site
  • 43. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT USERS SEE - CARDS
  • 44. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT USERS DO - PUT CARDS IN GROUPS
  • 45. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT USERS DO - NAME GROUPS
  • 46. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - CARDS
  • 47. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - CATEGORIES
  • 48. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - SIMILARITY MATRIX
  • 49. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - STANDARDIZATION GRID
  • 50. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - DENDOGRAM
  • 51. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - DENDOGRAM
  • 52. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT YOU SEE - PARTICIPANT CENTRIC ANALYSIS
  • 53. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THE FUTURE Predictive Cognitive Semantic Analysis
  • 54. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PCSA Seamus O’Leary, PhD Queen’s University Institute of Cognition and Culture Belfast “Predictive Cognitive Semantic Analysis: An Algorithm for Place-Making in Cross-Channel Experiences” (2010) source gerard1972.deviantart.com
  • 55. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PCSA Predictive Cognitive Semantic Analysis source gerard1972.deviantart.com “I had an intuition that by interpolating results of best merge dendograms with anti-pattern libraries and text readability scores, my algorithm would accurately predict the boundaries of cognitive and semantic mapping.”
  • 56. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PCSA Predictive Cognitive Semantic Analysis source 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, Leo)
  • 57. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PCSA source gerard1972.deviantart.com NDA
  • 58. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PCSA TOOL AND API Predictive Cognitive Semantic Analysis (exp. release 2014) source gerard1972.deviantart.com • Solid taxonomy • Comparable sitemaps (CI 97.2%-99.71) • Increased findability, better SEO
  • 59. THE FUTURE? Predictive Cognitive Semantic Analysis taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 NOT HAPPENING!
  • 60. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 WHAT CARD SORTING HELPS WITH •Vetting navigation schemes •Defining information architecture •Improving findability
  • 61. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CARD SORTING GIVES YOU •Data to support decisions •Cheap method of testing labels and structure •User-centered taxonomy
  • 62. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 PEER TO PEER LEARNING (it’s everybody’s turn)
  • 63. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CARD SORTING & TAXONOMY RESOURCES Books Card Sorting - Designing Usable Categories Donna Spencer Rosenfeld Media, 2009 Mental Models: Aligning Design Strategy with Human Behavior Indy Young Rosenfeld Media, 2008 The Accidental Taxonomist Heather Hedden Information Today, Inc. 2010 Information Architecture for the World Wide Web: Designing Large-Scale Web Sites Peter Morville and Louis Rosenfeld O’Reilly, 2008 Pervasive Information Architecture: Designing Cross-Channel User Experiences Andrea Resmini and Luca Rosati Morgan Kaufmann, 2011
  • 64. taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 CARD SORTING & TAXONOMY RESOURCES Card sorting tools Online conceptcodify.com optimalworkshop.com/optimalsort.htm simplecardsort.com usabilitest.com/CardSorting uxpunk.com/websort/ Offline (spreadsheets) Joe Lamantia – boxesandarrows.com/?p=2803 Donna Spencer – maadmob.com.au/?p=45 Mike Rice – www.informoire.com/?p=162 How-tos optimalworkshop.com/help/kb optimalworkshop.com/blog/how-to-pick-cards-for-card-sorting
  • 65. Illustration: Dan Willis taming taxonomy | @albertatrebla | @undrstndng OCUX Meetup 2013 THANK YOU! alberta soranzo @albertatrebla albertasoranzo.com jessica duverneay @undrstndng understandinggroup.com