taming taxonomy—a practical intro
Post on 09-May-2015
1.976 Views
Preview:
DESCRIPTION
TRANSCRIPT
taming taxonomy | @albertatrebla UX Cambridge 2013
Taming TaxonomyTips & tools for crea/ng structure with the user in mind
alberta soranzo | @albertatreblaUX Cambridge 2013 – Cambridge, UK
photo: jessica duverneay/
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY, NOT TAXIDERMY
photo: ifish.net
taming taxonomy | @albertatrebla UX Cambridge 2013
YOU’RE IN LUCK
taming taxonomy | @albertatrebla UX Cambridge 2013
CASE STUDYCENTER FOR HEALTH POLICY RESEARCH (CHPR)CALIFORNIA HEALTH INTERVIEW SURVEY (CHIS)
taming taxonomy | @albertatrebla UX Cambridge 2013
CLIENT
taming taxonomy | @albertatrebla UX Cambridge 2013
SIX SITES ONE PORTAL
taming taxonomy | @albertatrebla UX Cambridge 2013
SAY WHAT?
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY
Taxonomies are collec<ons of facets, which are created by organizing concepts into categories.
taming taxonomy | @albertatrebla UX Cambridge 2013
EXISTING TAXONOMY
Categoriza<on and meaning
How users consume site content
How users find content
taming taxonomy | @albertatrebla UX Cambridge 2013
NEW TAXONOMY
System of categories and labels
Parent-‐child rela<onships
Cross-‐lis<ng (poly-‐hierarchy)
Synonyms
Governance
taming taxonomy | @albertatrebla UX Cambridge 2013
THE PROBLEM
taming taxonomy | @albertatrebla UX Cambridge 2013
THE PROBLEM
taming taxonomy | @albertatrebla UX Cambridge 2013
THE PROBLEM
NO CANDY?
taming taxonomy | @albertatrebla UX Cambridge 2013
THE PROBLEM
CHPR CHIS
taming taxonomy | @albertatrebla UX Cambridge 2013
THE (MAIN) QUESTIONS
Which exact words should be used?
Where do they go in rela<on to the others?
Are there excep<ons?
taming taxonomy | @albertatrebla UX Cambridge 2013
WDTPBBS?
•Categories should be mutually exclusive, unless they are poly-‐hierarchical.
•Consider the balance breadth and depth, erring on the side of broad and shallow for new sites.
•Taxonomy = a slow layer, while naviga/on may be slightly faster
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY MATRIX
STRATEGYUser Centered Business Centered
SIZEScalable Finite
COVERAGEComprehensive Section Specific
APPLICATIONCross-channel Web-centric
TIME SENSITIVITYAspirational Current
METAPHORUniform/Exact Mixed Approach
STRUCTUREPoly-hierarchical Mutually Exclusive
LANGUAGE
SEO Preferential Natural
Branding Authoritative
Concept: Jessica DuVerneayThe Understanding Group
taming taxonomy | @albertatrebla UX Cambridge 2013
1. CURRENT TAXONOMY REVIEW
CHPR CHIS
taming taxonomy | @albertatrebla UX Cambridge 2013
2. KEYWORD RESEARCH
CHPR CHIS
taming taxonomy | @albertatrebla UX Cambridge 2013
3. USER RESEARCH
John Lu Leslie Masterson Bob SuFer
Researcher Marketer Legislator
Dr. Lu, a postdoc at UCSF is performing data analysis to inform his research on the the correla/on between medical costs, early-‐onset diabetes and residence distance from parks. He has billing data from insurance companies that he can link to geolocated CHIS data. Before he submits his applica/on for analysis, he wants to create a table of childhood diabetes rate in areas that are more than 2 miles away from a park.
Leslie is the Northern California marke/ng manager for a small producer of air filters. She is looking to market her product to consumers and industrial air condi/oning installers and prefers to concentrate her ini/al efforts on areas where air quality causes asthma and other respiratory condi/ons.
Bob is running for a seat in the California legislature and the focus of his campaign is improving health. He wants to understand what the top 5 health needs within his legisla/ve district are. Bob has no sta/s/cs background but understands the importance of data and wants to find authorita/ve informa/on to be used in his campaign material.
GOALCreate map to prove hypothesis
GOALMarket product in communi/es affected by asthma and respiratory condi/ons.
GOALPriori/ze solu/ons for his cons/tuents.
photo: flickr.com (j.spiridigliozzi, victor1558, niznoz)
taming taxonomy | @albertatrebla UX Cambridge 2013
4. TERM SORTING/AFFINITY DIAGRAMMING
photo: christina tran
taming taxonomy | @albertatrebla UX Cambridge 2013
5. SEO/SME VALIDATION
OPTIONS CHOICE
Benefit Package, Work Insurance, Employee Insurance, Employee Health Plan
Employment-‐based coverage
Poor, Indigent, Impoverished, Below Federal Poverty Line Low-‐income
Handicapped, Disabled, Blinds, Deaf Persons, Persons with disabiliMes
taming taxonomy | @albertatrebla UX Cambridge 2013
6. SYNONYMS & POLYHIERARCHY
MANAGED CARE DISABILITY
= =
Medicare, Health Insurance, Comprehensive Medical Insurance, Group Medical Insurance, Health Plan, Medicaid, Medi-‐cal, Indian Health Services, Healthy Families
Handicap, Deficit, Impairment, Mental Impairment, Physical Impairment, Health Problem, Func/onal Impairment, Incapacity, Ailment
taming taxonomy | @albertatrebla UX Cambridge 2013
RESULTING TAXONOMY
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY. WHAT, HOW AND WHY
WHAT (DELIVERABLES) HOW (USES) WHY (GOALS)
• Sitemap• Content Inventory•Wireframes• Controlled Vocabulary
• Tags• Categories• Filters• URLs• Glossary
• Naviga/on• Content strategy• Findability• Organiza/on• Cross-‐channel Consistency
• Governance• Understanding• Branding
taming taxonomy | @albertatrebla UX Cambridge 2013
SIX SITES ONE PORTAL
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY VS NAVIGATION VS IA
TAXONOMY Metadata(informa/on about informa/on)
NAVIGATION Wayfinding (how visitors move around)
INFORMATION ARCHITECTUREStructural design of informa/on(informed by taxonomy, helps build navigaMon)
taming taxonomy | @albertatrebla UX Cambridge 2013
CARD SORTING
taming taxonomy | @albertatrebla UX Cambridge 2013
TAXONOMY
Taxonomies are collec<ons of facets, which are created by organizing concepts into categories.
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT IS CARD SORTING?
Card sor<ng is one of the best ways to idenMfy categories by having controlled tests with groups of users to create categories.
source thetaxonomyblog.com
taming taxonomy | @albertatrebla UX Cambridge 2013
WHY USE CARD SORTING?
• Input into informa<on design process•Define overall content hierarchy and structure•Design naviga<on, menu and taxonomies•Outline users’ mental models
source thetaxonomyblog.com
taming taxonomy | @albertatrebla UX Cambridge 2013
HOW DO YOU DO CARD SORTING?
Par<cipants organize topics into categories that make sense to them and may also help label these groups.
source flickr.com/photos/nedrichards/
taming taxonomy | @albertatrebla UX Cambridge 2013
OPEN CARD SORTING
Par<cipants organize topics into groups that make sense to them, then name the groups.
source flickr.com/photos/nedrichards/
taming taxonomy | @albertatrebla UX Cambridge 2013
CLOSED CARD SORTING
Par<cipants organize topics into predefined groups.
source flickr.com/photos/nedrichards/
taming taxonomy | @albertatrebla UX Cambridge 2013
DESIGN THE TEST
•Create list of content topics. •Prepare the cards.•Email par<cipants a link to the study.•Provide instruc<ons for the sort, including expected length.•Thank the par<cipant for their <me.
taming taxonomy | @albertatrebla UX Cambridge 2013
GRANULARITY
• Individual pages•Func<onality •Small groups of pages•Whole sec<ons of the site
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT USERS SEE - CARDS
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT USERS DO - PUT CARDS IN GROUPS
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT USERS DO - NAME GROUPS
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - CARDS
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - CATEGORIES
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - SIMILARITY MATRIX
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - STANDARDIZATION GRID
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - DENDOGRAM
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - DENDOGRAM
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT YOU SEE - PARTICIPANT CENTRIC ANALYSIS
taming taxonomy | @albertatrebla UX Cambridge 2013
THE FUTUREPredictive Cognitive Semantic Analysis
taming taxonomy | @albertatrebla UX Cambridge 2013
PCSA
Seamus O’Leary, PhDQueen’s UniversityIns/tute of Cogni/on and CultureBelfast
“Predic/ve Cogni/ve Seman/c Analysis: An Algorithm for Place-‐Making in Cross-‐Channel Experiences” (2010)
source gerard1972.deviantart.com
taming taxonomy | @albertatrebla UX Cambridge 2013
PCSA
PredicMve CogniMve SemanMc Analysis
source gerard1972.deviantart.com
“I had an intui/on that by interpola/ng results of best merge dendograms with an/-‐pajern libraries and text readability scores, my algorithm would accurately predict the boundaries of cogni/ve and seman/c mapping.”
taming taxonomy | @albertatrebla UX Cambridge 2013
PCSA
PredicMve CogniMve SemanMc Analysis
source gerard1972.deviantart.com
• Parallax Theory of Brain Modeling (Johnston, Neil et al.)
• Cogni/ve Disenthropy Theory (Blake, McGuinn)
• Systemic Distribu/on of Neural Pathways Model (Mould?)
• Fibonacci Sequence • Limit of Consecu/ve Quo/ents Paradox (Kepler)
• Structural Malta Approach to Card Sor/ng (Mann, Leo, Penn)
taming taxonomy | @albertatrebla UX Cambridge 2013
PCSA
source gerard1972.deviantart.com
NDA
taming taxonomy | @albertatrebla UX Cambridge 2013
PCSA TOOL AND API
PredicMve CogniMve SemanMc Analysis(exp. release 2014)
source gerard1972.deviantart.com
• Solid taxonomy
• Comparable sitemaps (CI 97.2%-‐99.71)
• Increased findability, bejer SEO
IS THIS THE FUTURE?Predictive Cognitive Semantic Analysis
taming taxonomy | @albertatrebla UX Cambridge 2013
NO WAY!
taming taxonomy | @albertatrebla UX Cambridge 2013
WHAT CARD SORTING HELPS WITH
•VeZng naviga<on schemes•Defining informa<on architecture• Improving findability
taming taxonomy | @albertatrebla UX Cambridge 2013
CARD SORTING GIVES YOU
•Data to support decisions•Cheap method of tes<ng labels and structure•User-‐centered taxonomy
taming taxonomy | @albertatrebla UX Cambridge 2013
BE A TAXONOMIST(it’s your turn)
taming taxonomy | @albertatrebla UX Cambridge 2013
MEET THE TAXIDERMIST
photo: flickr.com : (cowgirljules)
1. Exis<ng taxonomy (new site)2. Keyword Research3. User Research4. Term Sor<ng/Affinity Diagramming5. Taxonomy6. Naviga<on
taming taxonomy | @albertatrebla UX Cambridge 2013
THE EXERCISE
taming taxonomy | @albertatrebla UX Cambridge 2013
USER RESEARCH
Doug Rowland George Byth Amanda SuFon
Fishing enthusiast Gamekeeper and guide Amateur taxidermist
Doug is an avid fisherman who travels extensively to fish in exo/c and some/mes isolated spots.He is an ajorney in Oxwich and has just bought a new office in Edinburgh which he would like to decorate with his prized catches.Doug is frustrated by the lack of taxidermists specializing in fish in the UK and is willing to travel or ship his specimens in order to get what he wants. He is also looking to purchase containers to preserve his catch during his travels.
George has just begun working as gamekeeper for the Forestry Commission Scotland at the Loch Lomond and The Trossach Na/onal Park. The wildlife exhibi/on in the David Marshall Lodge Visitor Centre where he is based contains several taxidermied animals in poor shape and George needs to learn how to properly care of them. Addi/onally, George’s boss has asked him to research taxidermy professionals to engage on contract and for a series of lectures in the na/onal parks.
Amanda is a re/ree in her six/es. She lives Thurso and owns a cojage in Kingussie where she hunts red deer. Now that she has /me to spare, she has decided to appren/ce with a taxidermist. Amanda would be willing to follow an online course, but will need to purchase books and supplies. Moreover, she has a deer and a fox in her freezer that she would like to get stuffed, but can’t find an affordable taxidermist.
GOALFinding fish taxidermy specialist, buying equipment.
GOALLearning how to care for taxidermied animals, loca/ng a professional.
GOALLearning taxidermy either in person or online, buying supplies, gerng catches taxidermied.
photo: flickr.com (charliereece, jonhoward, widnr)
GO!taming taxonomy | @albertatrebla UX Cambridge 2013
THE EXERCISE
taming taxonomy | @albertatrebla UX Cambridge 2013
CARD SORTING & TAXONOMY RESOURCES
BooksCard SorMng -‐ Designing Usable CategoriesDonna SpencerRosenfeld Media, 2009
Mental Models: Aligning Design Strategy with Human BehaviorIndy YoungRosenfeld Media, 2008
The Accidental Taxonomist Heather HeddenInforma/on Today, Inc. 2010
InformaMon Architecture for the World Wide Web: Designing Large-‐Scale Web Sites Peter Morville and Louis RosenfeldO’Reilly, 2008
Pervasive InformaMon Architecture: Designing Cross-‐Channel User ExperiencesAndrea Resmini and Luca Rosa/Morgan Kaufmann, 2011
taming taxonomy | @albertatrebla UX Cambridge 2013
CARD SORTING & TAXONOMY RESOURCES
Card sorMng toolsOnline
conceptcodify.comop/malworkshop.com/op/malsort.htmsimplecardsort.comusabilitest.com/CardSor/nguxpunk.com/websort/
Offline (spreadsheets)Joe Laman/a – boxesandarrows.com/?p=2803Donna Spencer – maadmob.com.au/?p=45Mike Rice – www.informoire.com/?p=162
How-‐tosop/malworkshop.com/help/kbop/malworkshop.com/blog/how-‐to-‐pick-‐cards-‐for-‐card-‐sor/ng
Illustration: Dan Willis
taming taxonomy | @albertatrebla UX Cambridge 2013
THANK YOU!alberta soranzo @albertatrebla
albertasoranzo.com
top related