taming taxonomy: a practical intro

taming taxonomy jessica duverneay - alberta soranzo

Taming TaxonomyTips & Tools for Creating Structure

with the User in Mind

jessica duverneay | @undrstndngalberta soranzo | @albertatrebla


Agenda

1: Case Study

2: Tool Review

3: Peer to Peer Learning Activity (write your questions now!)


Case Study

Client: American Society for Aesthetic Plastic Surgery (ASAPS)


Case Study

2!

3!

4!

5!

1!


Case Study

Statement of Work (SOW)


Case Study

• Understanding Taxonomies?!?

• Search Engine Keyword Market?!?

• Comprehensive System?!?

• Polyhierarchy?!? • Synonym

Mapping?!?• Governance Plan?!?

Statement of What?!?

...and I had this much time:

24 Hours


Case Study

The 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… "


Case Study

Breast ImplantsBreast Augmentation Breast EnhancementBreast EnlargementBreast SurgeryImplantsSilicon ImplantsSaline ImplantsGel ImplantsSubpectoral Breast SurgeryMammoplastyBreast ReplacementBreast RevisionBreast Reconstruction**Boob Job**Pectoral Implants


Case Study

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


Case Study

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!


Case Study

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!


Case Study


Case Study

Strategy: 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. Natural Language vs. Branding vs. AuthoritativeStructure: Polyhierarchical vs. Mutually Exclusive

Consider:


Case Study

Strategy: User CenteredSize: ScalableCoverage: ComprehensiveApplication: Cross ChannelTime Sensitivity: AspirationalMetaphor: Mixed ApproachLanguage Conventions: SEO Preferential & Natural LanguageStructure: Polyhierarchical

ASAPS Taxonomy Needs to be:


Case Study

Activity 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… "


Case Study

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.


Case Study

Activity 3: Existing User Research & VernacularAshlee: 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


Case Study

Activity 4: Term Sorting / Affinity Diagramming


Case Study

Activity 5 : Competitor’s Approaches

SOURCES:!www.plasticsurgery.org!

www.realself.com!www.clevelandclinic.org!

!


Case Study

First Stab - Word Document


Case Study

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


Case Study

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


Case Study

Final Product


Case Study

Applications

• Sitemap• Content Inventory / Build

Guide• Navigation• Wireframes• Node Tagging

• News Categories• Search Filters• URL Structures• Glossary• Content Creation

Roadmap• Non-web Properties


Case Study

Smart Beauty Guide Logo / Home

"Your Expert Source for Cosmetic Medicine & Surgery" SEARCH Enter Procedure, Keyword, or Question

Hello ASHLEE | My Account | Sign Out

PROCEDURES INJECTABLES FOR MEN PLANNING TOOLKIT SELECT A DOCTORASK A QUESTION

Follow Us on Social Media

PROCEDURES

BODY HEAD & FACE

Breast AugmentationBreast LiftBreast ReductionBreast RevisionRevision Breast Augmentation

Body LiftButtock ImplantsButtock LiftFat TransferLabiaplastyLiposuctionNon-Surgical Fat ReductionSpider Vein TreatmentThigh LiftTummy TuckUpper Arm Lift

Brow LiftEar ReshapingEyelid SurgeryFace LiftFacial ImplantsNeck LiftRhinoplasty

BREAST SKIN & HAIR

Cellulite TreatmentChemical PeelEyelash EnhancerHair TransplantHand RejuvenationIPL / PhotorejuvenationLaser Hair RemovalLaser Skin ResurfacingLaser Tattoo RemovalMicrodermabrasionNon-Surgical Skin TighteningPermanent Makeup

COMPLETE SOLUTIONS

Facial RejuvenationMommy MakeoverPlastic Surgery After Weight Loss

PROCEDURES

INJECTABLES

All InjectablesDermal FillersFat InjectionsLip InjectionsPerspiration ReducerWrinkle FillersWrinkle Reducers

FOR MEN

Body LiftCalf ImplantsHead & FaceGynecomastiaInjectablesLiposuctionNon Surgical Fat ReductionPectoral ImplantsPenis EnlargementSkin & HairThigh LiftTummy TuckUpper Arm Lift

PLANNING TOOLKIT

Getting StartedBeauty at Every AgeAsk a DoctorCostFacts & StatsSafetyPlanning Resources (Checklists)Patient StoriesAftercare & RecoveryComplications

SELECT A DOCTOR

Find a DoctorFind a Skin Care SpecialistHow to Choose a DoctorHow to Choose a ProviderCredentials, Training & CertificationPlanning an Office Visit

ProTip: Taxonomy

isn’t naviga7on


Case Study

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.


Case Study

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


Case Study

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


Case Study

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!!


Summary

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


Card sorting


Taxonomy

Taxonomies are collections of facets, which are created by organizing concepts into categories.


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


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


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/


Open card sorting

OpenParticipants organize topics into groups that make sense to them, then name the groups.



Closed card sorting

ClosedParticipants organize topics into predefined groups.



Combination card sorting

Combination

Open card sort to identify content categories.

Closed card sort to see how well the category labels work.


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.


Topics

• Individual pages•Functionality •Small groups of pages•Whole sections of the site


What users see - the cards


What users do - putting cards in groups


What users do - naming groups of cards


What you see - cards


What you see - categories


What you see - similarity matrix


What you see - standardization grid


What you see - dendogram


What you see - Participant Centric Analysis


The future Predictive Cognitive Semantic Analysis


PCSA

Seamus O’Leary, PhDQueen’s UniversityInstitute of Cognition and CultureBelfast

“Predictive Cognitive Semantic Analysis: An Algorithm for Place-Making in Cross-Channel Experiences” (2010)

source gerard1972.deviantart.com

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=MspjsU03bz5ycM&tbnid=j3jdZkgD5tL9zM:&ved=0CAQQjB0&url=http%3A%2F%2Fgerard1972.deviantart.com%2Fart%2FQueen-s-University-Belfast-119270052&ei=okGVUb6tNqWqigKPmYCwCA&bvm=bv.46471029,d.cGE&psig=AFQjCNEcgs6qPZRWbFeplYer6424X9roog&ust=1368822416847774



PCSA

Predictive Cognitive Semantic Analysis


“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.”




PCSA

Predictive Cognitive Semantic Analysis


• 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)




PCSA in one word


NDA




PCSA tool and API

Predictive Cognitive Semantic Analysis(exp. release 2014)


• Solid taxonomy

• Comparable sitemaps (CI 97.2%-99.71)• Increased findability, better SEO




The future? Predictive Cognitive Semantic Analysis


NOPE!


What card sorting helps you with

•Vetting navigation schemes•Defining information architecture• Improving findability


Concretely, card sorting gives you

•Data to support decisions•Cheap method of testing labels and structure•User-centered taxonomy


What card sorting doesn’t help you with

• Improving bad content•Fixing bad design•Losing weight •Winning the lottery


Card sorting & Taxonomy resources

BooksCard Sorting - Designing Usable CategoriesDonna SpencerRosenfeld Media, 2009

Mental Models: Aligning Design Strategy with Human BehaviorIndy YoungRosenfeld Media, 2008

The Accidental Taxonomist Heather HeddenInformation Today, Inc. 2010

Information Architecture for the World Wide Web: Designing Large-Scale Web Sites Peter Morville and Louis RosenfeldO’Reilly, 2008

Pervasive Information Architecture: Designing Cross-Channel User ExperiencesAndrea Resmini and Luca RosatiMorgan Kaufmann, 2011


Card sorting & Taxonomy resources

Card sorting toolsOnline

conceptcodify.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


Thank You!jessica duverneay

@undrstndngunderstandinggroup.com

alberta soranzo @albertatrebla

albertasoranzo.com