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Taxonomy-Driven UX

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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.

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Taxonomy-Driven UX

  1. 1. TAXONOMY-DRIVEN USER EXPERIENCE Taxonomy Boot Camp 2016 Washington, DC 1 Andreas Blumauer CEO & Managing Partner Semantic Web Company PoolParty Semantic Suite
  2. 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
  3. 3. Four-layered Content Architecture 3
  4. 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
  5. 5. Taxonomies, Ontologies, Knowledge Graphs How do they fit together and how they help to improve UX 5
  6. 6. Instance data prefLabel Venice prefLabel St. Mark’s Square altLabel Piazza San Marco Peggy Guggenheim Museum
  7. 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. 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. 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. 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. 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
  12. 12. Five Generic Use Cases Benefiting from Knowledge Graphs 12
  13. 13. Benefiting from a Semantic Layer based on a Knowledge Graph 13 Knowledge management perspective User experience / e-commerce perspective ▸ Management of controlled vocabularies ▸ Translating jargon into client’s needs ▸ Knowledge discovery ▸ Knowledge visualization ▸ Content discovery ▸ Contextualized views on products ▸ Analytics and complex queries ▸ Faceted browsing ▸ Semantic search ▸ 360O views on business objects ▸ Landing pages / topic pages ▸ Recommender systems ▸ Personalization
  14. 14. Translating jargon into client’s needs https://www.healthdirect.gov.au/
  15. 15. Contextualized views on products https://www.mekon.com/https://fontoxml.com/
  16. 16. Faceted browsing / semantic search Example: National Park Service Common Learning Portal Taxonomy Driven UX developed by http://enterprise-knowledge.com/
  17. 17. Landing pages / topic pages (for example in SharePoint) More info
  18. 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!
  19. 19. Essential Features Develop and sustain Knowledge Graphs in Enterprises 19
  20. 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
  21. 21. Integrated Machine Learning 21 Content Manager Integrator Taxonomist/ Ontologist Thesaurus Server Extractor PowerTagging uses API is user of is user of is basis of is basis of Index annotates enriches Corpus Learning/ Semantic Analysis CMS extends is basis of analyzes uses API
  22. 22. GET YOUR TEST ACCOUNT GET CERTIFIED 22 Get your test account at www.poolparty.biz/demo Get certified at www.poolparty.biz/academy/
  23. 23. CONNECT Andreas Blumauer CEO, Semantic Web Company ▸ a.blumauer@semantic-web.at ▸ http://at.linkedin.com/in/andreasblumauer ▸ https://twitter.com/semwebcompany ▸ https://www.poolparty.biz ▸ https://www.semantic-web.at 23 © Semantic Web Company - http://www.semantic-web.at/ and http://www.poolparty.biz/

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