Taxonomy-Driven UX

TAXONOMY-DRIVEN USER EXPERIENCE

Taxonomy Boot Camp 2016Washington, DC

1Andreas BlumauerCEO & Managing Partner

Semantic Web CompanyPoolParty Semantic Suite

INTRODUCTION

2Semantic Web

Company

founder & CEO of

Andreas Blumauer

developer and vendor of

2004founded

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

Four-layered Content Architecture

3

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

Waterproof

Leather

Techlite Multi-Grip

Super warm

Multi-Heat

Comfortable

4Multi-Tech

Neoprene

Rain

My latest Campaigns

Rainy Summer Warm Winter Muddy

Spring

Mud

Rules enginebased on semantic layer

Personalization

Taxonomies, Ontologies,

Knowledge GraphsHow do they fit together and how they help to improve UX

5

Instance data

prefLabel

VeniceprefLabel

St. Mark’s Square

altLabel

Piazza San Marco

Peggy Guggenheim

Museum

Schema data

prefLabel

VeniceprefLabel

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

openingHours

image

CC BY-SA 3.0

Metadata

prefLabel

VeniceprefLabel

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

openingHours

CC BY-SA 3.0

Taxonomies and Thesauri

prefLabel

VeniceprefLabel

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

altLabelTown Square

broader

related

related

openingHours

CC BY-SA 3.0

Links between internal and external data

prefLabel

VeniceprefLabel

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

altLabelTown Square

broader

related

related

same as

openingHours

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 documentsstored in other systems

prefLabel

VeniceprefLabel

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

altLabelTown Square

broader

related

related

openingHours

Five Generic Use CasesBenefiting from Knowledge Graphs

12

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

Translating jargon into client’s needs

https://www.healthdirect.gov.au/

Contextualized views on products

https://www.mekon.com/ https://fontoxml.com/

Faceted browsing / semantic searchExample:

National Park Service Common Learning Portal

Taxonomy Driven UX developed by

http://enterprise-knowledge.com/

Landing pages / topic pages (for example in SharePoint)

More info

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!

Essential FeaturesDevelop and sustain Knowledge

Graphs in Enterprises

19

Choose the right modelling approach:

From Simple to Complex

20 Taxonomy

Ontology

Ontology 1from library

Ontology 2(imported)

Ontology 3(custom-made)

Custom Schema

Integrated Machine Learning

21Content Manager

Integrator

Taxonomist/Ontologist

ThesaurusServer

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

analyzesuses API

GET YOUR TEST ACCOUNT

GET CERTIFIED

22

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CONNECT

Andreas BlumauerCEO, Semantic Web Company

▸ [email protected]▸ http://at.linkedin.com/in/andreasblumauer▸ https://twitter.com/semwebcompany

▸ https://www.poolparty.biz▸ https://www.semantic-web.at

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