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Lightweight Taxonomy Approaches - Taxonomy Bootcamp 2015

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Presentation for Taxonomy Bootcamp 2015 by Naomi Oorbeck & Jessica DuVerneay. Covers how taxonomy improved digital products, when to use a lightweight approach, planning & scoping lightweight work, and an overview of key skills and approaches to taxonomy development.

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Lightweight Taxonomy Approaches - Taxonomy Bootcamp 2015

  1. 1. LIGHTWEIGHT TAXONOMYAPPROACHES FOR DIGITAL PRACTITIONERS Jessica DuVerneay & Naomi Oorbeck Taxonomy Bootcamp November 2, 2015
  2. 2. I’m Naomi! I’m Jessie! @jduverneay @naomid @undrstndng
  3. 3. • Why taxonomy improves digital projects • When to use a lightweight approach • Planning & scoping lightweight taxonomy work • Quick approaches for maximum impact WE WILL COVER
  4. 4. 1. TAXONOMY IS FOR EVERYONE
  5. 5. YOU DON'T HAVE TO BE A TAXONOMIST TO USE TAXONOMY TAXONOMY DOES NOT BELONG TO LIBRARIANS OR TAXONOMISTS UX people are thinking of themselves as taxonomists http://life.smartlogic.com/wp-content/uploads/2012/05/ORT_note-fields.jpg
  6. 6. choreography ontology taxonomy arrangement of the parts particular meaning rules for interaction among the parts PLACES MADE OF INFORMATION HAVE A TAXONOMIC BACKBONE words are the essential building blocks of places made of information
  7. 7. TAXONOMY TOUCHES EVERYTHING AND HOLDS IT ALL TOGETHER Sitemap Navigation Content Management Wireframes Node Tagging & Metadata Content Categories Search Filters Search Results URL Structures Glossary Content Creation Roadmap
  8. 8. 2. A LITTLE GOES A LONG WAY
  9. 9. Sometimes, taxonomy is not spelled out as part of your project… Other times, teams believe all we need is taxonomy to solve all our problems… TAXONOMY CAN BE A HARD SELL It’s important to sell (and explain the value of) taxonomy to your team, your clients, right up front. We’re going to help you understand how to approach taxonomy in well-scoped projects.
  10. 10. SOMETIMES YOU HAVE TO GO GORILLA GUERRILLA http://assets.worldwildlife.org/photos/1030/images/story_full_width/western-lowland-gorilla-circle-HI_105193.jpg?1345535931
  11. 11. WHEN LEAN TAXONOMY MAKES SENSE :) Do it! Negotiate, Advocate Proceed cautiously Proceed cautiously Large / complex info Small / Simple Info Whole Site Targeted Section
  12. 12. 3. LIFECYCLE
  13. 13. WHO
  14. 14. Strategic Alignment Tools Competitive Analysis The Understanding Group - 2015 RESEARCH Audit Internal Taxonomies Stakeholder & SME Interviews PROGRAMMING WE UNDERSTAND YOUR ORGANIZATION Search Log & Analytics Analysis TAXONOMY DEVELOPMENT Final Taxonomy Governance Plan SYNTHESIS WE CREATE YOUR TAXONOMY SPECIFICATION WE SUPPORT YOUR DEPLOYMENT PLANNING & SUPPORT Population of Taxonomy Tool Implementation Support USER RESEARCH ANALYSIS WE UNDERSTAND YOUR USERS Open Card Sort Closed Card Sort Reverse Card Sort
  15. 15. 4. BUILD YOUR TAXONOMY TOOLKIT
  16. 16. • Strategic Alignment Tools • Content Inventory • Search Log Analysis & Analytics • SME & SEO Conversation • Competitive Analysis • Card Sorting - Open & Closed • Reverse Card Sorting / Tree Testing LIGHTWEIGHT TAXONOMY METHODS
  17. 17. WHAT: Understand organization’s needs and goals WHY: Helps team create a strategically aligned taxonomy, clears up misalignment in stakeholders WHEN: Programming phase TIME: 1-2 weeks WHO: Key Stakeholders, SMEs HOW: Common tools used include intention modeling and strategic worksheets GET THAT SKILL: TUG has blog posts on intention models (Dan Klyn) and purpose-driven taxonomies (Jessie DuVerneay) STRATEGIC ALIGNMENT TOOLS
  18. 18. WHAT: Create an inventory of all the content and terms on a website. WHY: To understand existing content a classification scheme will have to accommodate, nomenclature being used, and content gaps. WHEN: Analysis phase TIME: 1 day WHO: SME on the team HOW: Small sites are easily tracked in spreadsheets. Tools such as PowerMapper can help with larger sites. GET THAT SKILL: Just do it. Also see: “The Accidental Taxonomist” by Heather Hedden CONTENT & TERMS INVENTORY
  19. 19. WHAT: Gather user generated terms through public and on-site search WHY: Generative research that shows terms naturally used by target user groups WHEN: Programming & Analysis Phase TIME: 10-20 Hours WHO: Analysts, Web Manager HOW: Request and review site search logs and keywords in analytics tools GET THAT SKILL: Book: “Search Analytics for Your Site” by Lou Rosenfeld SEARCH LOG ANALYSIS & ANALYTICS
  20. 20. WHAT: Review as-is & proposed taxonomy with SME’s WHY: Leverages domain specific knowledge; helps refine preferred terms and arrangements; builds relationship with team WHEN: Analysis Phase TIME: 1-10 hours, depending on how many SME / SEO experts are available WHO: SME’s, SEO experts on the team HOW: informal calls or back and forth emails GET THAT SKILL: Just do it SME & SEO CONVERSATION 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
  21. 21. WHAT: A comparison of best-in-class websites related to yours to identify patterns. WHY: Identify informal standards you can leverage for your taxonomy. WHEN: Analysis phase TIME: 1 day WHO: SME on the team, Existing Licensed Taxonomies, Librarians HOW: Annotate screenshots in a slide deck GET THAT SKILL: Just do it COMPARATIVE ANALYSIS
  22. 22. CARD SORTING
  23. 23. WHAT: Quickly organize a large amount of content and identify user-friendly labels. WHY: To improve the organization and labeling of information WHEN: Analysis phase TIME: 1-2 days WHO: Target users OR Yourself OR Both HOW: Index cards and markers. Place each concept on a card. Have users organize cards into logical groups. Ask users to label each group. Or use online tools such as google docs. GET THAT SKILL: “Card Sorting”, Donna Spencer and “Information Architecture: For the Web and Beyond”, Rosenfeld, Morville, Arango OPEN CARD SORT blank blank blank blank blank TBD term term term term term term term term category term term term term term term
  24. 24. WHAT: Test the grouping and labels from your analysis of the open card sort. WHY: Validate and fine tune your taxonomy. WHEN: Analysis phase TIME: 1-2 days WHO: Target users HOW: Place each concept on a card. Provide cards with category labels. Have users place concepts into the categories. GET THAT SKILL: “Card Sorting”, Donna Spencer and “Information Architecture: For the Web and Beyond”, Rosenfeld, Morville, Arango CLOSED CARD SORT category category category category category term term term term term term term term term term term term term term term
  25. 25. WHAT: Test a proposed taxonomy with users WHY: Points out errors in preferred terms or arrangement of terms from user’s perspective WHEN: Synthesis phase TIME: 1-2 weeks WHO: Target users - 6-10 needed HOW: Common tool is Optimal Workshop’s Treejack GET THAT SKILL: Alberta Soranzo & Dave Cooksey’s IAS15 Talk Podcast, Treejack Blog REVERSE CARD SORTING / TREE TESTING
  26. 26. THANK YOU Let’s talk! 1. Please find us here for questions and conversation 2. Submit your questions to the AMA event happening on Tuesday 3. understandinggroup.com @undrstndng

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