Consistency is crucial to a good user experience. Designers go to great lengths to create and test consistent visual designs. The structural design of an information environment, which is of equal importance to a good user experience, is too often ignored. Blumauer presents a “four-layered content architecture” for making sense of any information environment by clearly distinguishing between the content, metadata, and semantic layers and the navigation logic. He discusses several use cases for a taxonomy-driven user experience such as personalization or dynamically created topic pages.
2. INTRODUCTION
2
Semantic Web
Company
founder &
CEO of
Andreas
Blumauer
developer and
vendor of
2004
founded
5.5
current
Version
active at
based on
Vienna
located
part of Taxonomy Knowledge Graph
standard for
part of is a
>200serves customers
Ontology
manages
part ofis a
4. Using a
Semantic Layer
in e-commerce
Personalization,
recommendations
Dynamic menus, faceted
browsing, polyhierarchies
Translating jargon into
client’s needs
Contextualization and
cross-selling
Boots Winter
Water
proof
Leather
Techlite
Multi-
Grip
Super
warm
Multi-
Heat
Comfort
able
4
Multi-
Tech
Neoprene
Rain
My latest
Campaigns
Rainy
Summer
Warm Winter
Muddy
Spring
Mud
Rules engine
based on semantic layer
Personalization
7. Schema data
prefLabel
Venice
prefLabel
St. Mark’s Square
altLabel
Piazza
San Marco
Peggy
Guggenheim
Museum
http://schema.org/City
http://schema.org/TouristAttraction
http://schema.org/ArtGallery
Monday through
Sunday, all day
opening
Hours
image
8. CC BY-SA 3.0
Metadata
prefLabel
Venice
prefLabel
St. Mark’s Square
altLabel
Piazza
San Marco
Peggy
Guggenheim
Museum
http://schema.org/City
http://schema.org/TouristAttraction
http://schema.org/ArtGallery
Monday through
Sunday, all day
opening
Hours
9. CC BY-SA 3.0
Taxonomies and Thesauri
prefLabel
Venice
prefLabel
St. Mark’s Square
altLabel
Piazza
San Marco
Peggy
Guggenheim
Museum
http://schema.org/City
http://schema.org/TouristAttraction
http://schema.org/ArtGallery
Monday through
Sunday, all day
prefLabel
Piazza
altLabel
Town Square
broader
related
related
opening
Hours
10. CC BY-SA 3.0
Links between internal and external data
prefLabel
Venice
prefLabel
St. Mark’s Square
altLabel
Piazza
San Marco
Peggy
Guggenheim
Museum
http://schema.org/City
http://schema.org/TouristAttraction
http://schema.org/ArtGallery
Monday through
Sunday, all day
prefLabel
Piazza
altLabel
Town Square
broader
related
related
same as
opening
Hours
11. The Peggy
Guggenheim
Collection is
a modern art museum
on the Grand Canal in
the Dorsoduro
sestiere of Venice,
Italy.
same as
CC BY-SA 3.0
Mappings to data and documents
stored in other systems
prefLabel
Venice
prefLabel
St. Mark’s Square
altLabel
Piazza
San Marco
Peggy
Guggenheim
Museum
http://schema.org/City
http://schema.org/TouristAttraction
http://schema.org/ArtGallery
Monday through
Sunday, all day
prefLabel
Piazza
altLabel
Town Square
broader
related
related
opening
Hours
16. Faceted browsing / semantic search
Example:
National Park Service
Common Learning Portal
Taxonomy Driven UX
developed by
http://enterprise-knowledge.com/
17. Landing pages / topic pages
(for example in SharePoint)
More info
18. These waterproof boots are perfect for
quick trips. They’re built with all-over
insulation and waterproof leather, with
a seam-sealed construction based on
Multi-Grip technology to keep you
stable on wet surfaces.
Personalization based on
Semantic Knowledge Graphs
Multi-
Grip
Leather
Water
proof
Preferences:
● Climbing and hiking
● Natural products
● Rainy conditions
● Slippery surfaces
Slippery
surfaces
Natural
products
Rainy
conditions
Fits well!
20. Choose the right
modelling
approach:
From Simple to
Complex
20 Taxonomy
Ontology
Ontology 1
from library
Ontology 2
(imported)
Ontology 3
(custom-made)
Custom Schema