taxonomy & user experience

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- 1 - Taxonomy & User Experience PhillyCHI Meeting Philadelphia August 23, 2007 Copyright © 2007 GSI Commerce. All Rights Reserved. GSI Interactive sm and the gsi interactive sm and gsi commerce® logos are trademarks, service marks, registered trademarks, or registered service marks of GSI Commerce, Inc. or its subsidiaries or affiliates. Ace Hardware and the Ace Hardware logo are trademarks, service marks, registered trademarks, or registered service marks of Ace Hardware or its subsidiaries or affiliates. Other trademarks contained in this presentation are the property of the respective companies with which they are associated. This presentation is for informational and discussion purposes only and should not be construed as a commitment of GSI Commerce, Inc. or of any of its subsidiaries or affiliates. While we attempt to ensure the accuracy, completeness and adequacy of this presentation, neither GSI Commerce, Inc. nor any of its subsidiaries or affiliates is responsible for any errors or will be liable for the use of, or reliance upon, this presentation or any of the information contained in it. The information contained in this presentation is subject to change without notice.

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Dave discusses how to craft a user-centric taxonomy, which is the foundation of any good e-commerce website.

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Page 1: Taxonomy & User Experience

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Taxonomy & User Experience

PhillyCHI MeetingPhiladelphia

August 23, 2007

Copyright © 2007 GSI Commerce. All Rights Reserved.

GSI Interactivesm and the gsi interactivesm and gsi commerce® logos are trademarks, service marks, registered trademarks, or registered service marks of GSI Commerce, Inc. or its subsidiaries or affiliates. Ace Hardware and the Ace Hardware logo are trademarks, service marks, registered trademarks, or registered service marks of Ace Hardware or its subsidiaries or affiliates. Other trademarks contained in this presentation are the property of the respective companies with which they are associated.

This presentation is for informational and discussion purposes only and should not be construed as a commitment of GSI Commerce, Inc. or of any of its subsidiaries or affiliates. While we attempt to ensure the accuracy, completeness and adequacy of this presentation, neither GSI Commerce, Inc. nor any of its subsidiaries or affiliates is responsible for any errors or will be liable for the use of, or reliance upon, this presentation or any of the information contained in it. The information contained in this presentation is subject to change without notice.

Page 2: Taxonomy & User Experience

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Taxonomy: a DefinitionTaxonomy: a DefinitionTaxonomy: a DefinitionTaxonomy: a Definition

Merriam-Webster Online Dictionary (http://www.m-w.com/dictionary/taxonomy), August 20, 2007.

tax·on·o·my Pronunciation: tak-'sä-n&-mEFunction: nounEtymology: French taxonomie, from tax- + -nomie -nomy1 : the study of the general principles of scientific classification SYSTEMATICS2 : CLASSIFICATION; especially : orderly classification of plants and animals according to their presumed natural relationships - tax·o·nom·ic /"tak-s&-'nä-mik/ also tax·o·nom·i·cal /-mi-k&l/ adjective - tax·o·nom·i·cal·ly /-mi-k(&-)lE/ adverb - tax·on·o·mist /tak-'sä-n&-mist/ noun

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Taxonomy: Another DefinitionTaxonomy: Another DefinitionTaxonomy: Another DefinitionTaxonomy: Another Definition

taxonomy (plural taxonomies)

Etymology From Greek τάξις (taxis) "arrangement, order" + -νομία (-nomia) "method", from νόμος (-nomos) "law, managing" from νέμειν (nemein) "manage".

Noun1. (systematics, uncountable): The science of finding, describing, classifying and naming organisms.2. The classification in a hierarchical system.

Synonyms· alpha taxonomy

Wiktionary (http://en.wiktionary.org/wiki/taxonomy), August 20, 2007.

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Two Aspects of TaxonomyTwo Aspects of TaxonomyTwo Aspects of TaxonomyTwo Aspects of Taxonomy

Product ID

Attribute: Value

Attribute: Value

Attribute: Value

Attribute: Value

Attribute: Value

Attribute: Value

Attribute: Value

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Taxonomy Drives User ExperienceTaxonomy Drives User ExperienceTaxonomy Drives User ExperienceTaxonomy Drives User Experience

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Finding Things…Finding Things…Finding Things…Finding Things…

Recognizable groupings

Familiar labeling

Clear & consistent navigation

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Making Decisions…Making Decisions…Making Decisions…Making Decisions…

Needed product information

Available options

Comparable products

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Taxonomies Must Be User-CentricTaxonomies Must Be User-CentricTaxonomies Must Be User-CentricTaxonomies Must Be User-Centric

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Case Study: Ace Hardware RedesignCase Study: Ace Hardware RedesignCase Study: Ace Hardware RedesignCase Study: Ace Hardware Redesign

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Step 1: DesignStep 1: DesignStep 1: DesignStep 1: Design

Global Navigation

Top-down Design

Collaborative Sessions (felt like Affinity Diagramming)

Post-It image: thanks to DreamCatcherMhay (http://flickr.com/photos/39451508@N00/359554977/) August 27, 2007.

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Top-Level Categorization ExampleTop-Level Categorization ExampleTop-Level Categorization ExampleTop-Level Categorization Example

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Step 2: AnalyticsStep 2: AnalyticsStep 2: AnalyticsStep 2: Analytics

Sales Data

Traffic Metrics

Search Term Analysis

Clickstream Analysis

Competitive Review

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Step 3: User TestingStep 3: User TestingStep 3: User TestingStep 3: User Testing

User Mental Models

Duplicate Placements

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Step 4: GovernanceStep 4: GovernanceStep 4: GovernanceStep 4: Governance

Hierarchy

Categories

Labeling

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Thank You.

Dave CookseyInformation Architect

User Experience & DesignGSI Interactive

[email protected]