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IA Summit 2015 - Enterprise Taxonomy for FIFA

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More than ever large organizations need taxonomy to retrieve, publish and manage information in the way they want to. Being able to manage records, documents and other digital assets throughout their lifecycle is key to efficient operations and effective communications.

This is a case study of a taxonomy project completed for the world’s football governing authority, FIFA. As a global organization over 100 years old FIFA has produced a large collection of official documents, and they needed a way to organize them.

From the business problem that sparked the project to the exercises, analysis and standards used to the derive the final product, we’ll look at each phase of this unique taxonomy project, and take away a few useful insights along the way.

Session Takeaways
- How to lead a taxonomy project
- Real-world taxonomy development
- Information governance for global regulatory bodies

Published in: Sports
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IA Summit 2015 - Enterprise Taxonomy for FIFA

  1. 1. ENTERPRISE TAXONOMY FOR FIFA! ! Information Architecture Summit 2015! ! Minneapolis, MN | April 24, 2015 | @AdamUngstad!
  2. 2. ABOUT FIFA •  Founded in 1904 •  6 confederations, 209 national associations •  Governs football, futsal and beach soccer •  Tournaments for men, women, youth and grassroots •  2013 gross revenue of 1.3 billion US dollars
  3. 3. FIFA! ! CONFEDERATIONS! ! MEMBER ASSOCIATIONS! ! CLUBS! ! TEAMS! ! PLAYERS 1! ! 6! ! 209! ! 6000! ! ?! ! ???!
  4. 4. UNITED NATIONS FIFA
  5. 5. UNITED NATIONS 193 Member States FIFA
  6. 6. UNITED NATIONS 193 Member States 209 Member Associations FIFA
  7. 7. WHAT IS TAXONOMY? •  “A scheme of classification” •  “A knowledge organization system” •  Used to classify documents, images & other digital assets •  Essential for browsing, findability and discoverability •  Lists, Synonyms, Hierarchies, Facets, Ontologies
  8. 8. WHY DO BUSINESSES NEED TAXONOMY? •  Producing more information than ever •  Information is useless if it can’t be found •  Average 2.5 hrs / day spent looking for information •  50% of web searches are abandoned •  Not finding information is expensive
  9. 9. 01  Photograph  Crea,ve  Commons  Licensed   Hallway  at  FIFA  by  Ed  Coyle  -­‐  h?ps://www.flickr.com/photos/joxur223/3817054246/   Why did FIFA need an enterprise taxonomy?!
  10. 10. FIDOM: An archive of 70,000 documents (archive)  
  11. 11. 01  Laws of the Game!
  12. 12. 01  Training Manuals!
  13. 13. 01  Meeting Agendas!
  14. 14. 01  Circulars!
  15. 15. 01  Presentations!
  16. 16. 01  Backgrounders!
  17. 17. 01  Photograph  Crea,ve  Commons  Licensed   Hallway  at  FIFA  by  Ed  Coyle  -­‐  h?ps://www.flickr.com/photos/joxur223/3817054246/   Photographs!
  18. 18. 01  Circulars from 1958!
  19. 19. 01  Stamps issued by the Faroe Islands!
  20. 20. 01  The list continues…! uidelines,  Manual,  Handbook,  Check-­‐list,  Wording  Kit,  Media  Gui astructure  &  Opera,onal  Prerequisites,  Invita,on  to  Tender,  Ten stra,on,  Template  Hotel  Agreement,  Requirements  and  Best  Pra elines,  Circular,  Workbook,  Template  Team  Training  Site  Agreem Technical  Recommenda,ons  and  Requirements,  Annex,  List  of   quirements,  Inspec,on  Programme  Template,  Host  City  Agreeme eements,  Regula,ons,  Service  Levels,  Bid  Evalua,on  Process,  Con ding  Documents,  Carbon  Footprint  Analysis,  Brochure,  Programm port,  Opera,onal  Plan,  Briefing  Document,  Forms,  Analysis,  Vo, uments,  Agenda,  Contract,  Statutes,  Standing  Orders,  Policy,  Bid cuments,  Presenta,ons,  Matrix,  Photographs,  Cookbook,  Techn dance,  Technical  Descrip,ons,  Marke,ng  Highlights,  Catalogue,  S uide,  Memo,  Summary,  Milestones,  Invita,on,  Brand  Manual  Boo toms  Le?er,  Fact  Sheet,  Overview,  Diploma,  Specifica,ons,  Minu
  21. 21. FIDOM: An archive of 70,000 documents (archive)  
  22. 22. FPO   Automated + dynamic publishing to new channels (archive)  
  23. 23. Enterprise Findability
  24. 24. PROJECT STRUCTURE & PHASES •  Taxonomy work is often project-based •  Planning & managing a project is essential to success •  Consider carefully how the project team is structured •  Monitor & communicate progress against project plan Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  
  25. 25. Project Team Structure
  26. 26. Project Phases
  27. 27. DISCOVERY
  28. 28. Stakeholder Interviews
  29. 29. Internal Research
  30. 30. Understanding the collection
  31. 31. Prepare for Kick-Off
  32. 32. PROJECT KICK OFF
  33. 33. KICK OFF FORMAT •  ½ Day •  10-15 Participants •  White boards, markers & table space •  Food is nice to have •  Project Sponsor is present Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  
  34. 34. METADATA DOT-MOCRACY •  Use facets from discovery phase •  Administrative, Descriptive and Structural •  Participants get 10 dots •  They put their dots on the terms most useful to them •  Voila – you’ve discovered your priority areas
  35. 35. 01  Metadata Dot-Mocracy Results!
  36. 36. METADATA ELEMENTS & VALUES CARDS •  Priority elements identified in Metadata Dot-Mocracy •  Need controlled lists of values for each element •  Participants work in groups of 2-3 •  Identify potential values for each element
  37. 37. 01  Elements and Values Card!
  38. 38. DEFINING “OFFICIAL” •  Managing scope of project is critical to its success •  Need to define the collection you are working with •  Each participant: •  Defines the term “official document” •  Creates a list of official documents they use
  39. 39. 01  What is an official document?! “Everything on FIFA.com is an official document. If it’s not on FIFA.com it is not an official document.”
  40. 40. 01  What is an official document?! “Everything on FIDOM is an official document. If it’s not in FIDOM it is not an official document.”
  41. 41. 01  What is an official document?! “Official FIFA documents must be signed by a staff member of FIFA with authority to do so.”
  42. 42. 01  What is an official document?! “Correspondence sent to a single individual or organization is not an official document. Correspondence sent to multiple Member Associations (such as a circular) is an official document.”
  43. 43. 01  What is an official document?! “All official documents must contain the official FIFA logo.”
  44. 44. CARD SORTING Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/   •  In-person vs online – benefits to each •  Closed vs open – used open for this project •  Where you get the terms from makes a big difference •  Hard to scale for large collections •  In-person facilitates conversation, but more work to analyze results afterwards
  45. 45. WORLD CAFE “a methodology which enables people (from 12 to 1200) # to think together and intentionally create # new, shared meaning and collective insight.” - Collective Wisdom Initiative
  46. 46. WORLD CAFE •  Participants sit in small groups (3 people) •  Given a problem to solve (i.e.: Define this Document) •  Group facilitator records results •  Repeat as necessary
  47. 47. 01  World Café!
  48. 48. ANALYSIS & DEFINITION
  49. 49. BUILDING A DRAFT TAXONOMY •  Analyzing workshop results •  Finding and combining existing taxonomies •  Identifying synonyms, facets and sub-hierarchies •  Evaluating industry standards •  Refine your work with core team •  Monitor changes to project scope
  50. 50. SYNONYMS & PREFERRED TERMS •  Collect similar terms through analysis and review •  Present each group on a separate piece of paper •  Participants work in pairs and decide: •  If the terms are synonyms •  Which term is preferred •  The difference between the terms (if not synonyms) Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  
  51. 51. 01  SYNONYMS & PREFERRED TERMS!
  52. 52. TERM GRANULARITY •  Sometimes you get two terms for the price of one •  Potential to split and create new facets •  Participants work in pairs to decide: •  If the terms belong together •  If they should be separated •  Definition of terms if separated Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  
  53. 53. 01  TERM GRANULARITY!
  54. 54. STANDARDS •  Always use DUBLIN CORE 15 core elements •  General International Standard Archival Description •  You can use multiple standards for a single collection •  Gives taxonomy a solid foundation & interoperability •  Standards for elements AND values - “Format” from # Dublin Core, controlled list of formats from ISO 639
  55. 55. THE PARETO PRINCIPLE •  “80% of the effects come from 20% of the causes” •  In a taxonomy project, 80% of your time taken up with 20% of the collection •  Plenty of rules of thumb to use for most content •  Other areas require in-depth analysis
  56. 56. 01  What’s the difference?! Manuals Guidelines Handbooks Policies Directives Standing Orders Interpretations Statements Cookbooks
  57. 57. OTHER CHALLENGES •  Getting sensitive information – i.e. contract types •  Mapping your work to existing taxonomies •  Managing project scope, time and budget •  Getting timely feedback from subject experts •  Documenting the decisions you make
  58. 58. 01  Making Lists Understandable! Norges Fotballforbund Österreichischer Fussball-Bund Polish Football Association Real Federación Española de Fútbol Romanian Football Federation Schweizerischer Fussballverband Slovak Football Association Suomen Palloliitto Svenska Fotbollförbundet The Faroe Islands Football Association The Football Association Ltd. The Football Association of Albania The Football Association of Ireland
  59. 59. 01  Making Lists Understandable! Albania - The Football Association of Albania Austria - Österreichischer Fussball-Bund England - The Football Association Ltd. Faroe Islands - The Faroe Islands Football Association Finland - Suomen Palloliitto Ireland - The Football Association of Ireland Norway - Norges Fotballforbund Poland - Polish Football Association Romania - Romanian Football Federation Slovakia - Slovak Football Association Spain - Real Federación Española de Fútbol Sweden - Svenska Fotbollförbundet Switzerland - Schweizerischer Fussballverband
  60. 60. TESTING & VALIDATION
  61. 61. TREE TESTING •  Tests how users navigate a hierarchy •  Identifies key problem areas •  Shows the paths actually taken •  Needs more than one iteration
  62. 62. TAG TESTING •  Who will be tagging things with your taxonomy? •  How will they use the taxonomy? •  If things are not tagged properly they will be lost •  No commercial systems – Excel DYI Version 2
  63. 63. PROJECT CLOSE OUT
  64. 64. FINAL TAXONOMY •  Overview, Document Types, Document Classes •  Other Metadata Elements, Navigation Tree, Standards Map •  Controlled lists for Entities, Projects, Places and Formats •  Origins of elements (to map new with existing taxonomy)
  65. 65. 01  Standards Map!
  66. 66. FINAL REPORT •  Visual representations of the taxonomy •  Walk-through & discussion of key decisions •  Rules for versioning and naming •  Recommendations on workflow, lifecycle & governance •  Other systems where the taxonomy should be implemented
  67. 67. NEXT STEPS •  How will you tag new and existing documents? •  Where will the metadata be stored? •  Who will maintain the taxonomy? •  What other collections need alignment?
  68. 68. WHAT MAKES A GOOD TAXONOMY? •  Balancing “correctness” with user mental models •  Discovering classes within a collection •  Structuring / arranging the classes •  Ordering the items within each class •  Using the right design patterns for implementation
  69. 69. 01  A tomato is technically a fruit, but…!
  70. 70. LESSONS LEARNED •  Need to manage expectations & scope •  Address implementation early in project planning •  Book time for iterative testing •  Workflow, lifecycles, org structure are all intertwingled Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  
  71. 71. THANK YOU! @AdamUngstad info@ungstad.com Photograph  Crea,ve  Commons  Licensed   Home  of  FIFA  by  Gabriel  Garcia  Marengo  -­‐h?ps://www.flickr.com/photos/gabrielgm/  

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