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Zen and Taxonomy Communication - The Art of Facilitating & Communicating Taxonomy

This presentation discusses how to discuss taxonomy with non-taxonomists. It covers taxonomy challenges, taxonomy value statements, communication best practices, and EK's workshop methodology.

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Zen and Taxonomy Communication - The Art of Facilitating & Communicating Taxonomy

  1. 1. Zen and Taxonomy Communication THE ART OF FACILITATING & COMMUNICATING TAXONOMY
  2. 2. HEY, THAT’S ME! ZACH WAHL FOUNDER AND PRESIDENT, EK TAXONOMIST AT LARGE @ZACHARYWAHL, @EKCONSULTING
  3. 3. OUTCOMES… DEFINE THE TAXONOMY CHALLENGES. UNDERSTAND THE IMPORTANCE OF PEOPLE IN THE PROCESS. LEARN BEST PRACTICES FOR COMMUNICATION AND FACILITATION. INTRODUCE A WORKSHOP CONCEPT TO COMMUNICATE, ALIGN, AND DESIGN.
  4. 4. TAXONOMY CHALLENGES WHAT’S A TAXONOMY? TAXONOMY FOR WHAT? IT COSTS HOW MUCH? HOW DO YOU CATCH A DIFFERENT KIND OF RABBIT?
  5. 5. TAXONOMY THE IRS IS IMPOSING A TAX-ON-O-ME. WHAT DO I DO FOR A LIVING? IT’S CLASSIFIED. MY GRANDPARENTS THINK I STUFF DEAD ANIMALS FOR A LIVING. I HAVE THE MOST WELL-ORGANIZED CLOSET IN THE WORLD.
  6. 6. tax·on·o·my (tāk-sōn-mē) n. pl. tax·on·o·mies 1. The classification of organisms in an ordered system that indicates natural relationships. 2. The science, laws, or principles of classification; systematics. 3. Division into ordered groups or categories: "Scholars have been laboring to develop a taxonomy of young killers" (Aric Press). EK’S DEFINITION – CONTROLLED VOCABULARIES USED TO DESCRIBE OR CHARACTERIZE EXPLICIT CONCEPTS OF INFORMATION, FOR PURPOSES OF CAPTURE, MANAGEMENT, AND PRESENTATION.
  7. 7. TAXONOMY IS AN ABUSED TERM. IT INVOKES VASTLY DIFFERENT CONCEPTS BASED ON AUDIENCE, APPLICATION, CONTEXT, AND NEED. NOVICE CONSUMER FRONT-END RECEIVE ART POINT EXPERT PUBLISHER BACK-END SERVE SCIENCE ENTERPRISE
  8. 8. TAXONOMY SCOPE (ACTUAL THINGS I’VE HEARD MANAGERS, DECISION-MAKERS, AND SYSTEM OWNERS SAY) WE CAN JUST USE OUR ORGANIZATIONAL CHART AS OUR TAXONOMY. HOW MUCH CAN IT COST TO COME UP WITH SOME WORDS? WE’VE GOT A COUPLE DAYS OF FUNDING LEFTOVER TO BUILD A TAXONOMY. WE’VE GOT GOOGLE SO WE DON’T NEED A TAXONOMY. THIS NEEDS TO GET DONE WITHOUT BOTHERING OUR USERS. THE NEW SYSTEM ROLLS OUT IN A WEEK SO WE NEED THE TAXONOMY BY THEN.
  9. 9. WE HAVE SPECIFIC NEEDS THAT ARE UNIQUE TO THE BUSINESS. WE’VE TRIED THIS BEFORE – IT DOESN’T WORK FOR US. OUR GROUP IS DIFFERENT THAN EVERYONE ELSE. OUR MATERIALS ARE THE MOST IMPORTANT, SO EVERYONE ELSE SHOULD FALL IN LINE. I REALLY JUST LIKE TO USE SEARCH. I’VE BEEN BURNT BY THIS TAXONOMY STUFF BEFORE. TAXONOMY SUPPORT (ACTUAL THINGS I’VE HEARD CONTENT OWNERS, BUSINESS USERS, AND STAKEHOLDERS SAY)
  10. 10. USER-CENTERED TAXONOMY DESIGN ART, SCIENCE, AND POLITICS SPECTRA OF USERS END-TO-END ENGAGEMENT CHANGE MANAGEMENT AND COMMUNICATIONS
  11. 11. Mission Gender TechSavvy PlatformConnectivity Tenure Geography LanguageEducation SPECTRA OF USERS
  12. 12. END-TO-END ENGAGEMENT PLANNING WORKSHOP ITERATION VALIDATION GOVERNANCE 01 02 03 04 05 WHO ARE YOU? WHAT DO YOU NEED? WHAT RESULTS ARE YOU SEEKING? HOW DO YOU LOOK/ASK FOR “STUFF”? WHAT KIND OF “STUFF”? WHAT WORDS DO YOU USE? WHAT ARE YOUR PRIORITIES? DOES THIS WORK FOR YOU? DOES THIS MAKE SENSE? WHAT DID WE MISS? WHAT IS HARD? WHAT HAVE YOU ALREADY GOT? HOW DO YOU LIKE IT? DID WE GET THIS RIGHT? HOW ABOUT THIS? WHAT’S CHANGED? WHAT ISN’T WORKING? WHAT’S NEXT?
  13. 13. CHANGE MANAGEMENT & COMMUNICATIONS CUSTOMIZED/SPECIFIC FOCUSONVALUETOAUDIENCE WHAT WE’RE GOING TO DO. WHAT ARE YOUR NEEDS/PRIORITIES? BENEFIT TO THE AUDIENCE. WHAT WE’RE GOING TO DO FOR YOU. BENEFIT TO YOU. HELP US UNDERSTAND YOUR NEEDS, WE WILL DESIGN FOR YOU, AND HERE’S THE VALUE OF YOUR PARTICIPATION. TAXONOMYTEAM STAKEHOLDER THE VALUE OF TAXONOMY AND WHAT IT CAN DO FOR YOU. MY NEEDS, FRUSTRATION, AND WANTS. HOW TAXONOMY CAN ADDRESS YOUR NEEDS, AND WHAT I THINK I’VE HEARD AS YOU PRIORITIES. YES, KIND OF, NOT SO MUCH, BUT I LIKE THAT YOU’RE ASKING. REFINED DESIGN BASED ON WHAT WE’VE HEARD. THIS COULD WORK, THIS PART WON’T… STARTER TAXONOMY DESIGN – I KNOW WHAT IT WILL DO AND HOW WE GOT HERE.
  14. 14. COMMUNICATION AND FACILITATION THE FIRST RULE OF TAXONOMY DESIGN IS… RESULTS OVER DEFINITIONS ECOMMERCE RULES MAKE IT A CONVERSATION
  15. 15. DON’T TALK ABOUT TAXONOMY DESIGN
  16. 16. LEVERAGE eCOMMERCERESULTS, NOT JARGON FINDABILITY, DISCOVERABILITY CONVERSATIONS REGARDING LIFT AND CONVERSION WORK EVEN WHEN WE’RE NOT SELLING SOMETHING. WHY ARE WE DESIGNING THIS TAXONOMY? WHAT IS THE BUSINESS VALUE? LIFT & CONVERSION ORGANIZATIONAL ALIGNMENT RISK MITIGATION & LITIGATION PREPAREDNESS COMPLIANCE (RM) BETTER USE/REUSE OF INFORMATION WHAT IS THE RESULT? IMPROVED REVENUES IMPROVED COLLABORATION, STRATEGY, PLANNING REDUCED RISK COST AVOIDANCE FACETED NAVIGATION EVERYONE KNOWS AMAZON, BLUEFLY, ZAPPOS, ETC. RECOMMENDATIONS (DISCOVERY) PUSHED CONTENT
  17. 17. 02 CONNECT THE DOTS PARTNER WITH THE STAKEHOLDERS EXPLAIN THE “BIG PICTURE” RELATE THE WORK BE AVAILABLE CLARIFY, CLARIFY, CLARIFY!
  18. 18. WORKSHOP CONCEPT
  19. 19. DEFINE DEVELOP RELEASE EVALUATE ITERATE AGILE PULL TOGETHER A CROSS-SECTION OF STAKEHOLDERS TO REPRESENT “USERS.” FACILITATE GROUP DISCUSSIONS AND BREAKOUTS TO ALIGN THINKING WHILE REPRESENTING ALL PERSPECTIVES. CAPTURE TOP-DOWN DESIGN PERSPECTIVES AND IDENTIFY BOTTOM-UP FOLLOW-UPS. ENSURE ACTIONABLE NEXT STEPS. WORKSHOP CONCEPT ITERATIVE DESIGN DEFINE A SHARED UNDERSTANDING OF TAXONOMY VALUE. DISCUSS THE WHO (AUDIENCE), WHAT (STUFF), AND WHY (ANTICIPATED RESULTS). DEVELOP USER PERSONAS. IDENTIFY/PRIORTIZE METADATA FIELDS. IDENTIFY STARTER TAXONOMY TERMS. PLAN ADDITIONAL SOURCES AND NEXT STEPS. DEFINE VALUE NEXT STEPSAUDIENCE METADATA and TAXONOMY
  20. 20. QUESTIONS? HTTPS://WWW.LINKEDIN.COM/IN/ZACHARYWAHL @ZACHARYWAHL, @EKCONSULTING 571-403-1109 ZWAHL@ENTERPRISE-KNOWLEDGE.COM

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