Getting Started with User-Centered Taxonomy Design Joseph A. Busch, Senior Principal.

Getting Started with User-Centered Taxonomy Design

Joseph A. Busch, Senior Principal

Project Performance Corporation

1,300-person (325 in US) multi-

disciplinary team of scientific and

technical experts Taxonomy and metadata design experts. Systems engineers and architects. Policy and regulatory specialists. Project management professionals. Certified information technology experts. Security professionals. Behavioral change and knowledge transfer

specialists.

Commercial and non-governmental clients

3

Government clients

Substance Abuse Mental Health Services Administration

Who we are: Joseph Busch

• Over 25 years in the business of organized information.– Senior Principal, PPC– Founder, Taxonomy Strategies– Director, Solutions Architecture, Interwoven– VP, Infoware, Metacode Technologies – Program Manager, Getty Foundation– Manager, Pricewaterhouse

• Metadata and taxonomies community leadership.– President, American Society for Information Science & Technology– Director, Dublin Core Metadata Initiative– Founder, Networked Knowledge Organization Systems/Services

What we do

What we do

Organize Stuff

Who are you?

• Your Role– Content Manager – Editor– Information Architect– Usability Expert– Librarian– Records Manager– Knowledge Engineer– Ontologist– Chief Information Officer– Communications– Administration

• Sector– Education– Government– Research– Other

What sectors do you work in?

How do you organize your sock drawer?

Or, like this?

Like this?

Today’s agenda

9:00-9:30 30 min Introduction

9:30-9:45 15 min Roles, sectors & interests exercise

9:45-10:30 45 min Defining taxonomy

10:30-10:45 15 min Coffee Break

10:45-11:00 15 min Noun sorting exercise

11:00-12:00 60 min Justification for business taxonomy

12:00-1:00 60 min Lunch

1:00-1:15 15 min Governance exercise

1:15-2:15 60 min Planning a taxonomy project

2:15-2:45 30 min Coffee break

2:45-3:45 60 min How to get started

4:45-4:45 60 min Case study exercise

4:45-5:00 15 min Q&A, Closing

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

Taxonomy and metadata definitions

• Primary tools to provide structure to unstructured information.

• Depending on system design and use, may be front-end or back-end functionality.

• Taxonomy (categorization) is often actualized by applying metadata to documents.

• Enable findability.Se

arch

Brow

se

Metadata

Taxonomy and metadata definitions

• Metadata– Data about data.

• Taxonomy– The classification of organisms in an ordered system that indicates

natural relationships. – The science, laws, or principles of classification; systematics. – Division into ordered groups, categories, or hierarchies.

Examples of taxonomy used to populate metadata fields

Metadata

Title

Author

Department

Audience

Topic

Topics

Employee Services Compensation Retirement Insurance Further Education

Finance & Budget

Products & Services

Support Services Infrastructure Supplies

Metadata Values (As Taxonomy)

Audience

Internal Executives Managers

External Suppliers Customers Partners

Explaining traditional taxonomies

• Biological/Medical/Library Science Taxonomies– An overall organizational

system with many branches or sub-branches that organizes their world of information.

– Extremely rigid approach• Purely subject-oriented.• Consistent and methodical.• Every item has one and

only one correct categorization.

• “Instantive” Categorization Approach– Defined by “is a”

relationships— each child category is an instance of the parent category.

– “Pure” taxonomic approach.

Kingdom Animalia

Phylum Chordata

Class Reptilia

Order Squamata

Family Colubridae

Genus Pituophis

Species Catenifer

Defining the business taxonomy

• Categorization structure designed by and for business users– Business users as primary taggers/content contributors– Business users (or their constituents) as primary consumers

• Used for both (or either) primary or secondary categorization:– Primary: Navigation, Management– Secondary: Search, Tagging

“ When we talk about a taxonomy, we are not only talking about a website navigation scheme. Websites change frequently, we are looking at a more durable way to deal with content so that different navigation schemes can be used over time.”

– R. Daniel “Taxonomy FAQs”

Characteristics of business taxonomies

• Tend to be less rigid and constrained.

• Influenced by usability concerns– Minimize number of “clicks”

• Often content-driven– Ensure balanced content

distribution.• Allow flexibility, redundancy

– Items may be organized into multiple categories.

– May support multiple taxonomies for disparate audiences.

• May use one or more different categorization approaches.

Traditional v. business taxonomy: Side-by-side comparison

Traditional Taxonomy

• Back-end Visibility• Integration & Classification• Absolute Granularity• Ultimate Classification

Business Taxonomy

• Front-end Visibility/Navigation Structure

• Navigation & Integration/Classification

• Increased Usability• Simplicity

Example of business taxonomy

Business taxonomy problem: How to pick from > 5,000 faucets?

Refine search by:• Category• Price• Brand• Color/Finish• # Handles• Series Name• Water Filter?• Faucet Spray• Handle Shape• Soap Dispenser?

How business taxonomy translates into front-end interface

Metadata Field: Size

Taxonomy Values:4.55.566.578…

Metadata Field: Color

Taxonomy Values:BlackBlueBrownGreenGreyIvory…

Metadata Field: Type

Taxonomy Values:Athletic InspiredBootsLoafers and Slip-onsOxfords and MoreSandals

Metadata Field: Brand

Taxonomy Values:Antonio MauriziBacco BucciBen ShermanBruno Magli…

How business taxonomy translates into front-end interface…for YOUR ORGANIZATION

Metadata Field: Topic

Taxonomy Values:ManufacturingBenefitsInfrastructureQualitySafety…

Metadata Field: Locale

Taxonomy Values:North AmericaEuropeAsiaSouth America…

Metadata Field: Document Type

Taxonomy Values:FormsPoliciesProceduresReportsNews…

Metadata Field: Department

Taxonomy Values:HRSales and MarketingCommunicationsShipping…

?

Noun exercise: Most popular flickr tags

http://www.flickr.com/photos/tags/

Noun exercise: Facet grouping

Sort flickr categories into 5 or fewer groups. Then label each group.

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

Justification for business taxonomy

• Easier information management.• Flexibility to respond to changing needs.• Foundation for findability and usability.

Effectiveness of business taxonomies

• Categorize in multiple, independent, categories.

• Allow combinations of categories to narrow the choice of items.

• 4 independent categories of 10 nodes each have the same discriminatory power as one hierarchy of 10,000 nodes (104)– Easier to maintain– Easier to reusue existing

material– Can be easier to navigate, if

software supports it

42 values to maintain (10+6+11+15)

9900 combinations (10x6x11x15)

Main Ingredients

Cooking Methods

Meal Type Cuisines

• Chocolate• Dairy• Fruits• Grains• Meat &

Seafood• Nuts• Olives• Pasta• Spices &

Seasonings• Vegetables

• Breakfast• Brunch• Lunch• Supper• Dinner• Snack

• African• American• Asian• Caribbean• Continental• Eclectic/

Fusion/ International

• Jewish• Latin American• Mediterranean• Middle Eastern• Vegetarian

• Advanced• Bake• Broil• Fry• Grill• Marinade• Microwave• No Cooking• Poach• Quick• Roast• Sauté• Slow

Cooking• Steam• Stir-fry

Easier management – Greater consistency:Overall enterprise taxonomy goals for the EPA

• Provide a single methodology for categorizing information across offices, programs, and regions.

• Reduce the time it takes to successfully target and find cross-Program/Region information– Enable and enforce content linking across the agency

• Build common agency-wide terminology resources– Eliminate multiple, ambiguous taxonomies – Eliminate multiple glossaries, abbreviations and acronyms

• Group things differently depending on the context– e.g., ground water with drinking water, or ground water with water

quality• Get the right content to the right people in the right format at

the right time.

Flexibility to respond to changing needs

• Respond to innovation– New product or service launch

• Respond to disruption– The boss wants something done now

• Target / personalize content– RSS feeds– Tailored portals

• Assemble new site quickly– Unfunded mandates

Michael

Steve

Foundation for findability and usability

• For a product catalog, e.g., HomeDepot.com– Conversion rate increases

• 20% increase. Petersen– Lift in average order size.

• 20% increase. Petersen

• For knowledge workers, e.g., call center support staff– Time saved

• 36% faster than search. Chen & Dumais.

• For knowledge workers, e.g., analysts– Increase in productivity

• 25% productivity increase from not re-creating content . Taylor.• Estimated productivity loss exceeded $10M per year—about $500 per

employee per year. Nielsen.

Common categorization schemes – Strive for topical taxonomy

Hard

est E

asie

st

Method Definition Examples

Facet-based Information categorized into multiple taxonomies or “stackonomies” based on unique but pervasive characteristics including topic, function, etc.

Wines by region

France > Alsace

Wines by type

White > Chardonnay

Wines by price

Subject-oriented

Information categorized by subject or topic. Instantive - each child category is an instance of the parent category Partitive - each child category is a part of the parent category

water pollution, soil

pollution,

air pollution…

Functional Information categorized by the process to which it relates

employment, staffing, training

Organization-al

Information categorized by corporate departments or business entities.

Human Resources, Marketing, Accounting, Research…

Document Type

Information categorized by the type of document

presentations, expense reports, press releases …

Taxonomy governance self-assessment

Basic1. Is there a process in place to examine search

query logs? Yes No2. Is there an organization-wide metadata

standard, such as the “Dublin Core”, for use by search tools? Yes No

Intermediate1. Is there an ongoing data cleansing procedure

to look for any redundant, obsolete or trivial content (ROT)? Yes NoIf there is a process, describe it briefly.

2. Does the search engine index more than 4 repositories around the organization?

3. Are system features and metadata fields added based on cost/benefit analysis, or because they are easy to do with the current applications and tools? Cost/Benefit Easy

4. Are applications and tools acquired after requirements have been analyzed, or are major purchases sometimes made to use up year-end money? Requirements Year-End

5. Are there hiring and training practices for metadata and taxonomy positions? Yes NoIf there is training, describe it briefly.

Advanced1. Are there established qualitative and

quantitative measures of metadata quality? Yes NoIf there are measures, describe them briefly.

2. Can the CEO explain the return on investment (ROI) for content management, search and metadata? Yes No

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

Top down v. bottom up approach – We’re focusing on top down

Top down approach• Keep it broad and shallow

– 6-12 top-level categories.– 2-3 levels deep.

• Focus mainly on the primary, top-level concepts– Keep it simple (elegant)

• Be inspired by schemes that already exist and are being used– Industry standards.– Local practices.

• When appropriate, use universally applicable divisions– Business activities.

• Focus on the names of people, places, organizations and things—Save the true topics for last.

Bottom up approach• Essentially boiling the ocean.• Identify frequently occurring noun

phrases in text—thousands and thousands of them.

• Identify every possible category, and then try to sort them into meaningful groups.

• Obsess over the naming of each taxonomy node.

Primary risks and challenges

• Lack of understanding• Complexity• Compliance• Resistance to change• Delay and avoidance

Lack of understanding

• Why are we building this taxonomy– What is the business problem that we are trying to solve

• Who are the end users– Are they being involved in building the taxonomy– Observe what end users do and how they are do it

• Review query logs and web analytics• Sales conversion and order size statistics

• Business not consumer (or end user) perspective– Org chart thinking– Combining apples with oranges

• Confusing Document types and Department names with Topics

Complexity

• Perception that complexity validates your worth (knowledge)• The tendency is to make the taxonomy more complex than it

needs to be– Every possible category is described instead of just the ones needed

today.– Adding categories, but not removing any.– Focus on categories that relate to what the most important content is

about, or the most common user tasks.

Compliance

• Compliance is a key driver for taxonomy projects– eDiscovery – records management.– SOX / FDIC – transparency in corporate decision-making.– HIPPA – medical records security (and communication)

• Avoiding penalties for breaching regulations– EPA-regulated industries.– FDA-regulated products (food and drugs)– USDA-approved labels.– CMS quality improvements.

• Following required procedures.– Insurance claims.– Telecommunication service rates.– Customer support and complaints.

Resistance to change

AwarenessAwareness

DesireDesire

KnowledgeKnowledgeAbilityAbility

Reinforce-ment

Reinforce-ment

Lack of:Lack of:

Delay and avoidance

! Not invented here – We’ve been working on our taxonomy for the past 5 years.

\ Inertia – We’ve always done it this way.$ Unfunded mandate – We don’t have the resources to do this.X Insubordination – I don’t want to do this.

What do you need to get started?

• Understand your Audience.• Understand your Publishers/

Content Managers.• Understand your Technology

platform.• Understand your Content.

– How much content.– How it is tagged.

• Understand the Scope of the project.

Taxonomy design projects seldom do (and never should) exist in a vacuum. Unless the project managers and designers recognize and adapt to the project constraints, the project is doomed to failure or obscurity.

Understand your audience

• End users drive the language and complexity of the structure.– Who are they?– Who is the lowest common denominator?– Define the “spectrum of experience:

New Employee Tenured Employee

Technophobe

Young Old

Native Speaker Foreign Language

Technophile

Understand your publishers

• Publisher determine the reasonable complexity of a taxonomy/metadata strategy:– Acceptable amount of time per document– Number of metadata fields– Complexity of taxonomy

Business Users Information Professional

Part-time (Volunteer) Dedicated Position

Few Publishers Many Publishers

Diverse Publisher Homogenous Publishers

Understand your platform: CM, DM, RM, Portal, Enterprise

• Taxonomy design seldom works outside the context of a business mission, typically tied to a technology:

Web Content ManagementPortal Document Management

Records Management

Looser TighterLess Complex More Complex

Understand your content: How much?

• More content typically equals more time to re-tag with new taxonomy and metadata design

• Explore iterative approaches to re-tagging• Take advantage of effort to clean out old or obsolete content• Consider alternatives:

– Auto-categorization tools– Tagging services

Understand your content: How is it tagged?

• Typically, content does not have “salvageable” metadata– Metadata mappings often don’t work.– But working with existing metadata can provide quick wins.

• Be willing to reduce fields to improve quality.• Use business rules to automate content tagging.

– Tag top-level content first• Tag landing pages for major sections• Lower-level pages inherit tags from top-level pages

– If content originated in this department, then tag it with pre-defined values.

Understand your limitations

• Many, if not most taxonomy project fit within the context of a large project and are driven by artificial limitations: – Schedule– Budget– Personnel

Relax: you’re not alone. Few taxonomy design project are perfectly resources and funded. The most important thing is to START the process. Recognize you can make due with given resources as long as you begin the process correctly and build from there.

Define your use cases

• Understand how/why you will be using taxonomy and metadata.• Define who your content managers are in order to understand

their capabilities:– Willingness to manually enter fields.– Ability to properly tag content.

• Define your audience to understand their needs:– Sorting needs.

• Communicate benefits to all users

Key components to a successful taxonomy project: Project best practices

• Incremental, extensible process that identifies and enables users, and engages stakeholders.

• Keep your audience in mind.• Strive for subject-based categorization.• Be consistent.• Control depth and breadth.• Make a long-term investment.• A means to an end, and not the end in itself .• Not perfect, but it does the job it is supposed to do—such as

improving search and navigation. • Improved over time, and maintained.

Common roles and responsibilities: Committees

• Governance Board – Review overall strategy of taxonomy and define the type of appropriate content.

• Taxonomy Team – Approve requests for new folders and ensure the value of content placement and metadata.

• Content Managers – Approve and edit content.• Content Owners – Publish content and apply metadata.

GroupPublish Content

Edit/Move Content

Approve Content

Request Content or

FoldersCreate/Edit

Folders

Taxonomy Team ● ●

Content Managers ● ● ● ●

Content Owners ● ●

Iterative design plan

Identify business

case

Identify business

case

PlanningPlanning

DiscoveryDiscovery

Form taxonomy

team

Form taxonomy

team

Form focus group

Form focus group

Build taxonomy

Build taxonomy

Maintain & evolve

Maintain & evolve

Testing & review

Testing & review

Tag content

Tag content

Communications, education and marketing

• Give users the ability to learn about the taxonomy by a range of means:– One-on-one meetings– Live presentations/ Workshops– Documentation– Animated Tutorials– Context Sensitive Help– White Papers

• Create two-way communications and prove it means something – Document decisions and archive all input.– Make all feedback available to end users.– Provide means of communication via the system.

• Market the value of the taxonomy and effective metadata use – mandates will not be sufficient.

Define governance

• Apply the core governance principles to your taxonomy and metadata strategy:– Roles and Responsibilities –

• Managers• Reviewers

– Policies – • For naming• Required Fields

– Procedures – • For reviewing and approving metadata placement• For acting on poor metadata application

End user focus

• Recognize that users may think about and look for information in different ways

• Understand your business practices and use the most appropriate categorization method(s)

• Consider multiple taxonomies for disparate audiences• Use familiar vocabulary and organizational schemas to ensure a

logical browsing experience.

Leverage existing metrics: Passive and active

• Active (Survey/Interviews)– Perform online and in-person interviews– Provide feedback mechanisms on every screen– Conduct pre- and post-rollout surveys

• Passive (Usage Monitoring)– Identify components that are not being used in order to address

improvements– Alert administrators to empty folders, too many documents, or a

proliferation of other components– Identify most popular components in order to learn from them– Identify the terms users are searching for and the folders in which they

are browsing to provide similar content– Identify inactive users to address their issues

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

The workshop concept

• A working session that includes – Problem-solving, and– Hands-on activities

To involve participants in a accomplishing practical task.

Recommended workshop configuration: FDA Taxonomy Committee Selection Criteria

• Represent internal business functional areas – IT (CIO, Web Operations, Systems Administration, Application Development,

etc.) – Communications and Public Affairs.– Administration (HR, Financial Management, etc.)

• Represent program areas– Biologics, Devices, Radiological Health, Drugs, Food Safety, Nutrition,

Veterinary Medicine and Toxicology.– Regional offices, Regulatory Affairs and Office of the Commissioner.

• Have information management responsibility related to any or many phases of the content lifecycle– Planning Creation Management Publication Archiving.

• Be of a manageable size – a minimum of 6 and maximum of 12 members.

Primary goals

• Surface business value of taxonomy.• Involve taxonomy stakeholders and end users.• Discover high-level taxonomy that can be modified and extended

over time.

Sample agenda

9:00-10:00 Introductions and project overview.

10:00-11:15 Exercise 1: Information seeking use case exercise and discussion.

11:15-11:30 Break

11:30-12:45 Exercise 2: Identify and agree on intranet audiences.

12:45-1:30 Lunch

1:30-2:45 Exercise 3: identify and group tasks (what you do and what other people want to do on the intranet)

2:45-3:00 Break

3:45-4:30 Exercise 4: Identify and group topics.

4:30-5:00 Summarize and discuss next steps.

Exercise 1: Define value statementEPA Success measures – Usage metrics

• Reduce FOIA requests/costs.• Expand use to include different types of people (new audiences)• Improve customer satisfaction survey results

– Score higher on American Customer Satisfaction Index (ACSI) government-wide survey.

• Improve OMB Performance and Accountability Reports (PARS) – Show cause and effect especially between regulation & measured

outcome, e.g, arsenic removed from water and health.– Provide more visibility for research pages.

• Reduce cost per unique user (UU) – Increase Webstats (page hits)

• Increase number of successful website searches.

Exercise 2: Define audience types anddifferentiators

• “I should get the official stance of the organization on an issue … not a bunch of items dated from around the same time.”

• Our 1.3 million realtor members are not technically savvy.

• [On current website, it's] “hard for the user to really get a grasp of what's going on.”– e.g., Joe Realtor trying to

find information about diversity.

• Aggregation (2d level pages) mostly reflect the org chart.

Audiences

Association ExecutivesPolicy MakersConsumersLawyers & Legal CounselMediaNAR MembersNAR StaffNAR Leadership

Geographic Areas

Property Types

Business Activities

Differentiators

Exercise 2: Define audience types anddifferentiators

Differentiators• Audience Situation: Audience

situation(s) to whom the conference is relevant.

• Perspective: Overall tone of the content – emotional, clinical or practical.

• Clinical Characteristics: Specific cancer type(s) or other clinical characteristics discussed during the conference, or relevant to the conference.

Audiences

Multiple AudiencesPatientsFamily & FriendsPress & PublicClinicians & ProvidersWorried Well

Situation

Perspective

Differentiators

Clinical Characteristics

Exercise 3: Define verbs – What people want to do – NASA Taxonomy use case domains

• Project Manager– “I’d like to see all documents at a certain level in the WBS.” E.g., All planning

docs relating to project management.• Scientist

– “I’d like to see what types of data were returned on earlier missions using a particular instrument to help with the Science Definition Goals of my new proposal.”

• Cognizant Engineer– “I’d like to see all problem failure reports on a sub-system I designed and flew

5 years ago so I can incorporate the lessons learned into my current mission.”• Project Information Management Engineer

– “I’d like to see the status of all Phase B documents that I need to prep for an upcoming CDR gate review so I know we’re ready.”

• Operations Engineer– “The space craft is experiencing some behavior anomalies. I’d like to look at all

quality control records and test results relating to the specific sub-system that’s producing errors, so we can figure out how to fix the system and continue the mission.”

Exercise 4: Define nouns/topics

Absolute Auctions • ADA • Advocacy • Agency Disclosure • Americans with Disabilities Act • Appraisal • Auctions • Benefits • Benefits • Blackberry • Branding • Brokerage Management • Brownfields • Business Activity • Business Issues • Business Lifecycle • Buying • Closing • Commercial Finance • Commercial Green Buildings • Commercial Real estate • Commercial Research • Compliance • Computer Software • Computers • Consumer Surveys • Conventional Residential Lending • Customer Follow-Up • Development Impact Fees • Digital Cameras • Digital Photography • Diversity • Downzoning • Economic Forecasts • Economic Indicators • Environment • Environmental Issues • Errors & Omissions Insurance • Ethics • Fair Housing • Farm Land • Governance • Government Affairs • Green Roofs • Ground Leases • Ground Leases • Growth Management • Health • Hiring • History • Hotel / Motel Properties • Housing Statistics • Human Resources • Human Resources • Inclusionary Zoning • Industry Surveys • Insurance • Insurance Availability • International Real Estate • International Research • Issues • Keeping Customers • Land • Lead-Based Paint • Leadership • Legal • Legislative Affairs • Liability • License Laws • Listing • Lobbying • Low-Income Housing Tax Credits • Luxury Homes • Marketing a Brokerage • Membership • Military Base Closings • Minimum Bid Auctions • Mold & Health Issues • Multi-Family Properties • NAR Membership • Negotiating • Networking Computers • New Homes • Office Properties • Offices • Online Auctions • PDA • Personal Marketing • Property Marketing • Property Types • Property Values • Prospecting • Real Estate Transfer Taxes • Recruitment • Remote Access • Representation • Research & Analysis • Reserve Auctions • Residential Real Estate • Resorts • Retail Properties • Retaining Customers • Retaining Top Personnel • Retention • Risk Management • Sales Meetings • Second Homes • Selling • Smart Growth • Smart Growth • Stigmatized Homes • Tax Issues • Taxes • Technology • Underground Storage Tanks • Water Rights • Website Development • Wireless Access • Workplace Trends • Zoning • Zoning Laws • Zoning Ordinances

Find commonalities

• Advocacy & Lobby– Business Issues • Commercial Finance • Conventional Residential Lending • Diversity • Environmental

Issues • Fair Housing • License Laws • Smart Growth • Tax Issues• Brokerage Management

– Human Resources & Benefits • Leadership • Marketing a Brokerage • Offices & Facilities • Recruitment & Hiring • Retaining Top Personnel • Risk Management • Sales Meetings • Workplace Trends

• Business Activity & Lifecycle– Appraisal & Property Values • Auctions • Buying • Representation • Selling

• Legal & Liability Topics– Agency Disclosure • Compliance • Health & Environment • Insurance • Taxes • Zoning & Land

• NAR & Membership– Branding • Ethics • Governance • History • Membership

• Property Types– Commercial • International • Land • Residential • Resorts & Second Homes

• Research & Analysis– Commercial Research • Consumer Surveys • Economic Indicators & Forecasts • Housing Statistics •

Industry Surveys • International Research• Technology

– Website Development • Computer & Networking Hardware • Computer Software • Cameras & Photography • Wireless & Remote Access

Identify non-topical terms for additional metadata fields

• Content types– Listserv • Magazine • News Service Report • Newsletter • Research

Publication • Statistics

• Organizations– Affiliates • Association Executives • Board • Business Specialties • Committees

• Communications Division • Executive Offices • Government Affairs Division • Legal Affairs Division • Marketing & Business Development Division • Research Division

• Geographic Areas– Countries • NAR Regions • SMSAs • States

• Audiences– Association Executives • Policy Makers • Consumers • Lawyers & Legal Staff •

Media • NAR Members • NAR Staff • NAR Leaders

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

Overall project objectives

• Establish and review high-level requirements for SAMHSA clearinghouses product tagging, web presentation and search.

• Define appropriate metadata structure and controlled vocabularies to: – Provide unified access to NCADI and NMHIC product catalogs.– Consider application to other SAMHSA web content .– Align scheme with other relevant HHS and private resources.

• Develop taxonomy editorial rules, usage guide and change management recommendations.

• Prepare task-based scripts for testing usability of the taxonomy to effectively search for and navigate unified product catalog.

SAMHSA Health Information Network home page (http://www.samhsa.gov/shin/moreaboutshin.aspx)

National Clearinghouse for Alcohol and Drug Information - NCADI Home Page

(http://ncadi.samhsa.gov/)

National Mental Health Information Center – NMHIC Home Page

(http://mentalhealth.samhsa.gov/)

SAMHSA Office of Applied Studies (http://www.oas.samhsa.gov/)

National Institute of Mental Health – NIMH: Mental Health Disorders

(http://www.nimh.nih.gov/health/publications/the-numbers-count-mental-disorders-in-america.shtml)

ICD 10 Chapter V (http://www.who.int/classifications/apps/icd/icd10online/)

• Mental and behavioural disorders (F00-F99 )F00-F09 Organic, including symptomatic, mental disorders F10-F19 Mental and behavioural disorders due to psychoactive substance use F20-F29 Schizophrenia, schizotypal and delusional disorders F30-F39 Mood (affective) disorders F40-F48 Neurotic, stress-related and somatoform disorders F50-F59 Behavioural syndromes associated with physiological disturbances and

physical factors F60-F69 Disorders of adult personality and behaviour F70-F79 Mental retardation F80-F89 Disorders of psychological development F90-F98 Behavioural and emotional disorders with onset usually occurring in

childhood and adolescence F99 Unspecified mental disorder

High-level taxonomy: Facets & query log terms

Sort terms from the SAMHSA query

logs into buckets, and then label

them.

High-level taxonomy: User groups, questions and tasks

User Groups Questions or Tasks

Based on the SAMHSA Program Review and Needs Sensing reports executive summaries, list 5 user groups who are likely to use the SAMHSA clearinghouses. Then list the questions they are likely to want to answer, or tasks that they want to accomplish.

Agenda

• Defining business taxonomy• Justification for a business taxonomy• Planning a taxonomy project• How to get started• Case study• Closing

Rinse and repeat

The taxonomy should be built in an iterative fashion, with more content and broader review for each iteration.

Review of total methodology

• Know the ROI case – what is the benefit you want and what can you afford in the way of tagging, software, and other expenses.

• Know the content to be categorized and the people who will use it. Have an idea of the UI they will use to access the content.

• Get the team together.• Go through the process, in an iterative manner.

The 9 steps to successful taxonomy design

Identify business

case

Identify business

case

PlanningPlanning

DiscoveryDiscovery

Form taxonomy

team

Form taxonomy

team

Form focus group

Form focus group

Build taxonomy

Build taxonomy

Maintain & evolve

Maintain & evolve

Testing & review

Testing & review

Tag content

Tag content

¿Questions?

Joseph A. Busch, + 415-377-7912, [email protected]://www.ppc.com