Taming Taxonomy - The workshop (IA Summit 2014)

taming taxonomy jessica duverneay - alberta soranzo
Taming Taxonomy
Tips & Tools for Creating Structure
with the User in Mind
jessica duverneay | @undrstndng
alberta soranzo | @albertatrebla

Agenda
8:30 LECTURE Intros, Case Study & Overview Talk
9:00 WORKSHOP
Frame the Problem (9:00)
Taming Taxonomy: Phase 1 (9:30)
10:30 BREAK
10:45 WORKSHOP
Taming Taxonomy: Phase 2 (10:45)
Taxonomy Tamed: Formalizing (11:15)
12:00 PRESENTATIONS
12:20 CLOSING Wrap Up: Give Aways, Deeper Dig Resources, Next Steps

Case Study

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 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… "

Case Study
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
SOURCE: h1p://onestophumour.com/uploads/breast_implants_-‐_they_dont_go_there_1618278999.jpg

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
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 RepresentaUon: Alberta Soranzo

Case Study
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… "

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 & 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
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
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
Source: J. DuVerneay

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 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 navigaUon

Case Study
STRUCTURE
Term
Sorting
Synonym
Mapping
SEO
Validation
Documentation
STRATEGY
BUSINESS
RESEARCH
ASSESSMENT &
ADJUSTMENT
DEPLOYMENT &
MAINTENANCE
Understand the
Taxonomic
Problem
Understand
the Business
Existing
Strategy
SEO
Approach
Future Strategy
Existing
Taxonomies
User Research &
Vernacular
User Sorting
A/B Testing
Poly-hierarchical
mappings
Internal
Adoption
Vendor Adoption
Keyword Research
Client Sign Off
Adjustment
Competitive
Approach
TAXONOMY
CREATION
Governance
Governance
Plan
SME
Validation

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 -evidences by
Analytics
• Created a valuable, living, manageable
taxonomy that will be used
• Won PRNews award for best non-profit
website 2013

Intro to Taxonomy Basics

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

Taxonomy Basics — Benefits
•browsable outline and descriptive
metadata.
•efficient, searchable tags for content
(metadata).
•taxonomy-based metadata supports
findability and returns accurate retrieval.

Taxonomy Basics — Limitations
•flexibility vs maintenance gain
•tagging cost (time and effort)
•SEO

Taxonomy Basics — Applications
•user-centered navigation
•uniform language guides
•brand-aligned controlled vocabularies

Taxonomy Basics — Applications
•support of business goals
•roadmap for content creation
•findability (SEO, search, navigation, tags)

ONTOLOGY
Controlled Vocabularies, Preferred
Terms, Synonyms
TAXONOMY
Metadata
(information about information)
NAVIGATION
Wayfinding
(how visitors move around)
INFORMATION ARCHITECTURE
Structural design of information
(informed by taxonomy, helps build
navigation)
ECOSYSTEM

Frame the Problem

Frame the Problem
You are a consultant and have been
hired to help a travel agency,
Dystopedia, fix its incomplete and
poorly applied taxonomy.

Frame the Problem
Space Map: h1p://staUc.ddmcdn.com/gif/blogs/6a00d8341bf67c53ef016760bf5f64970b-‐800wi.jpg
Land & Sea Map: h1p://img524.imageshack.us/img524/7654/worldmap2.png

Frame the Problem
On the website (dystopedia.org) you will
find:
• Basic Client Info
• Service Area Map
• Business Goals

Frame the Problem
In your printed group packet you will find:
• Personas - represents the top 3 target
users for Dystopedia at this time
• Decks of Words (concept extraction /
ontology step is done for you)
• Taxonomy Lifecycle Diagram

Frame the Problem
IMAGE: h1p://img2.wikia.nocookie.net/__cb20080121004032/starwars/images/4/45/Yoda.jpg
IMAGE: h1p://coscontopia.com/wordpress/wp-‐content/uploads/2011/09/Tinkerbell-‐Disney-‐Cosplay.jpg
IMAGE: h1p://upload.wikimedia.org/wikipedia/en/2/25/Smalfut.jpg

Frame the Problem
During your working time you should:
• Divide into groups by ticket number
• Get to know your teammates
• Digest the materials at hand and on the
website (You have until 9:30am)
• Ask us questions re: materials

Taming Taxonomy — Pt 1

Taming Taxonomy: Pt 1
Methods discussion covering:
• Taxonomy Lifecycle - Today’s work
• Strategic Continuums
• Competitive analysis
• Expert card sorting (could vs. should)
• Term expansion & editing
• Synonym approach (variants vs. synonyms vs. non
preferred term)
• Templatize taxonomy

Today’s Work
STRUCTURE
Term
Sorting
Synonym
Mapping
SEO
Validation
Documentation
STRATEGY
BUSINESS
RESEARCH
ASSESSMENT &
ADJUSTMENT
DEPLOYMENT &
MAINTENANCE
Understand the
Taxonomic
Problem
Understand
the
Business
Existing
Strategy
SEO
Approach
Future
Strategy
Existing
Taxonomies
User Research &
Vernacular
User Sorting
A/B Testing
Poly-hierarchical
mappings
Internal
Adoption
Vendor Adoption
Keyword Research
Client Sign Off
Adjustment
Competitive
Approach
TAXONOMY
CREATION
Governance
Governance
Plan
SME
Validation

Strategic Continuums

Strategic 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)Representa6on:)Alberta)Soranzo

Competitive Analysis
competitive (similar business model)
1. virtuoso.com
2. abercrombiekent.com
3. zicasso.com

Competitive Analysis
comparative (different business but
commonalities)
1. disneyworld.disney.go.com/plan/my-disney-experience/
2. kershaw.kaiusaltd.com/knives
3. currys.co.uk

Expert Term / Card Sorting
Source: J. DuVerneay

• Group like with like
• Create a “Parking Lot”
• Identify synonyms and overlap
• Don’t get locked into any specific framework
• Top down and Bottom Up work
• Notice holes, dig more when needed for concept
extraction
• Consider your Strategic Continuums
• Let it sit, revisit frequently
Expert Term / Card Sorting

Term Expansion & Editing
consider
1. holes in terms pool
2. eliminating redundant or unnecessary word groups
3. different approaches to cards and terms collected
during analysis (i.e. now would be a good time to talk
to your SEO/SME friends)

Consider Synonyms
TRAVEL COMPANION LODGING
= =
Escort
Caretaker
Friend
Character
Buddy-for-hire
Companion
Accommodation
House
Room
Hotel
Hut
Hammock

Pt 1. Work Time
• Complete your Strategic Continuums Worksheet
• Identify possible sites for competitive / comparative
analysis (we found some for you)
• Take your first stab at the expert card sort with your
term deck
• Add, remove, and “parking lot” terms (and possibly
groups of terms) as need
• Ask us questions

Break

Taming Taxonomy — Pt 2

Taming Taxonomy: Pt 2
Methods discussion covering:
• User Research - Optimal Sort Card Tool
Demo & Data
• Advantages to leveraging SEO / SME
Expertise
• Leverage Existing Taxonomies

Card Sorting

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

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 do for you
•Making up for a lack of other user research
•Improving bad content
•Fixing bad design or IxD
•Generating site maps
•Winning the lottery

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

Closed card sorting
Closed
Participants organize topics into predefined
groups.

Combination/Hybrid card sorting
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
•Entire (small) sites

What users see

What users see - questions

What users see - instructions

What users see - the cards

What users do - grouping and naming cards

What you see - overview

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

2 months free on any of the Optimal
Workshop tools (not all of them)
Use the code: “WildTaxonomy”
Fine Print:
• Value $218
• Code will work until midnight UTC on April 30, 2014
• Code can only be redeemed once per user account
• Only for participants of this workshop - do not pass on to others!
Optimal Workshop Trial

SEO / SEM Expert Input
Search Engine Optimization (SEO) and
Subject Matter Experts (SME) can help
with findability and preferred term
selection in your taxonomy
development.

SEO — Hummingbird algorithm introduces
changes to Changes to term retrieval now based on
Google’s own synonym bank.
Partnering with an SEO expert and considering
keyword research will improve your taxonomy
more than ever.

SME — Can provide a deep dig in areas of
taxonomy where you have questions or
misunderstandings
Request a peer review from your SEO / SME
friends at a MINIMUM

Existing Taxonomies
You may not need to reinvent wheels.
Check here first:
• National Authority ie: Library of Congress
• University Subject Matter Librarian
• Purchase or License existing Taxonomies as a starting
point (i.e. Getty Research Institute, USDA, Dow Jones
Client Solutions, WAND Inc)
• PLEASE READ Heather Hedden’s book “Accidental
Taxonomist” & blog for more info on this

Pt 2. Work Time
• Consider User Research results work
• SEO / SME Expert time w Sweeney / Atherton /
Mayfield
• Edit draft from all collected inputs
• Ask us (and them!) questions

Taxonomy Tamed— Formalizing

Taxonomy Tamed
• Templatization
• Governance
• Cross Channel Applications
• Coming Up: P2P Presentations
• Work Time
• Questions

Templatization

Governance Plan
Ensures the Taxonomy remains useful as business needs,
content, vendor input, or user expectations change or scale.
• How it’s used
• Who uses it
• Why & When it might be updated
• How it’s updated
• Who updates it
• Version tracking & archival considerations

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

P2P Presentations
During your presentation teams should:
• Introduce their Taxonomic Approach
• Mention any sticky wickets / unsolved mysteries
• Point out areas where you’d invest more time
• Explain the value to Dystopedia and how they
foresee employing this taxonomy in the
development of a future cross-channel
proposition.

Final Work Time
• Continue working on your Card Sorting
• Move your taxonomy to the template if you are ready
• Prep for your presentation
• Ask us questions

Presentations: P2P

P2P Presentations
During your presentation teams should:
• Introduce their Taxonomic Approach
• Mention any sticky wickets / unsolved mysteries
• Point out areas where you’d invest more time
• Explain the value to Dystopedia and how they
foresee employing this taxonomy in the
development of a future cross-channel
proposition

Wrap Up

Card Sorting & Taxonomy Resources
Give Aways!

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

Card sorting tools
Online
optimalworkshop.com/optimalsort.htm
conceptcodify.com
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 – informoire.com/?p=162
How-tos
optimalworkshop.com/help/kb
optimalworkshop.com/blog/how-to-pick-cards-for-card-sorting

More Resources
Taxonomy Bootcamp: http://www.taxonomybootcamp.com/2014/
Taxonomy Bank: http://taxobank.org
SLA Taxonomy Division: http://taxonomy.sla.org
IA Institute: http://iainstitute.org/en/
Great presentation on how to build (and Test) a Taxonomy by Patrick Lambe:
http://prezi.com/td8pyeaczkj1/how-to-build-a-taxonomy/

Thank You!
jessica duverneay
@jduverneay
understandinggroup.com
alberta soranzo
@albertatrebla
wearefriday.com

Taming Taxonomy - The workshop (IA Summit 2014)

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