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Stephanie Lemieux – Earley & Associates Charlie Gray – Motorola, Inc. Integrating Taxonomy with A CMS for Dynamic Content Motorola Case Study
About Stephanie Lemieux ,[object Object],[object Object],[object Object],[object Object],[object Object]
About Charlie Gray ,[object Object],[object Object],[object Object]
About this case study… ,[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Project background ,[object Object],[object Object],[object Object],[object Object],[object Object],Unified design Global taxonomy Single CM platform
Project scope ,[object Object],[object Object],[object Object],[object Object]
Project timeline Phase Goal 1 Apr-May 06 Content Management & Taxonomy Strategy 2 Aug-Dec 06 B2B Taxonomy framework & draft development Governance structure development 3 2007 B2B CMS development/Taxonomy implementation B2B launch 4 Jan-Jun 08 B2C CMS & Taxonomy development, launch Governance 5 Jun-Oct 08 Internationalization – B2B & B2C
Phase 1: Strategy
Strategy & maturity assessment INFRASTRUCTURE INFORMATION ARCHITECTURE CREATE PRESENT/CONSUME Users PUBLISH MANAGE Taxonomy | Metadata | Navigation | Wireframes Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI PROCESS Organizational Governance Developed with Roundarch
Maturity assessment Developed with Roundarch
Phase 2: Taxonomy  requirements & development
Taxonomy development process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Educating stakeholders ,[object Object],Get it enough to pay for it Get it enough to include it in design decisions Get it enough to agree to come to meetings Multiple taxonomy 101 sessions led, preface to meetings, etc.
Bring a taxonomy expert on the team  ,[object Object],[object Object],[object Object],[object Object]
Determine functional requirements  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],My role is to highlight potential  taxonomy uses and issues
Sample taxonomy CMS requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Important note… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Taxonomy development Developed taxonomy with 10 facets Portable Radios SYN:  Handheld Radios   Portable Terminals fr-CA:  Radios Portatives    en-UK:  Portable Devices   es-CO:  Radios Portátiles  Manage synonyms, and multiple translations + new additions over time:  Colors, Form Factors, Business Units, Regions Product  categories Product lines Solutions Services Industries Countries Languages Features Document  Types Technologies Motorola.com
3 challenges of taxonomy development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Phase 3: Taxonomy  validation & implementation
Collaborative design sessions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample JAD taxonomy issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selecting appropriate tagging mechanisms ,[object Object],Drop-down list Cascading drop-down lists Table transfer Tree navigation Multi-select options CTRL Radio buttons/ checkboxes
And then in came the wireframes! What part of this is driven by taxonomy? Often came down to decision between need for manual override and dynamism Back to the drawing board in some cases…
Harmonize with front end requirements  ,[object Object],[object Object],http://positiverealestateprofessionals.com/
What we ended up with… ,[object Object]
Synonyms
Feature CTD
How the taxonomy is leveraged ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tagging & categorization Uncontrolled metadata field Taxonomy controlled  metadata fields
Navigation ,[object Object]
Dynamic navigation ,[object Object],[object Object]
Picklist navigation
Dynamic relationships ,[object Object]
Feature consistency  ,[object Object],Same feature, different names Same feature, different values NiMH n/a n/a n/a Nickel Metal Hydrate n/a n/a n/a NiMh Battery type Battery chemistry Battery
Feature consistency ,[object Object],NiMH NiMH n/a Same feature, same names Same feature, same values Battery type NiMh NiMh NiMh
Feature consistency – B2C
Features - comparison ,[object Object]
Filtering products ,[object Object]
Filtering Colors Green Forest Lime ,[object Object],Image associated to taxonomy
Filtering search results Based on taxonomy branches Leveraging faceted nature
Taxonomy & SEO
Phase 4: Governance & Going Global
Taxonomy governance ,[object Object],[object Object],[object Object],[object Object],Steering Committee Core taxonomy team Extended Taxonomist
Taxonomy process MONET Request Roadmap  Planning Stakeholders Interactive Marketing  Leads Content Entry Team Site Manager Editorial & Publishing  Leads / Taxonomy  board members Vignette Taxonomist Taxonomy Request This is the main process. There is also taxonomy translation & sharing between interactive web & CRM
Going global ,[object Object],[object Object],[object Object],[object Object]
Coming soon! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Get your copy of the chapter… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions? Contact us for more information Stephanie Lemieux Earley & Associates [email_address] www.earley.com Charlie Gray Motorola, Inc. [email_address] www.motorola.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],About Earley & Associates, Inc. ,[object Object],[object Object],[object Object]
Events & Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Aiim motorola-taxo-integration-03-15-10-cg

  • 1. Stephanie Lemieux – Earley & Associates Charlie Gray – Motorola, Inc. Integrating Taxonomy with A CMS for Dynamic Content Motorola Case Study
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  • 8. Project timeline Phase Goal 1 Apr-May 06 Content Management & Taxonomy Strategy 2 Aug-Dec 06 B2B Taxonomy framework & draft development Governance structure development 3 2007 B2B CMS development/Taxonomy implementation B2B launch 4 Jan-Jun 08 B2C CMS & Taxonomy development, launch Governance 5 Jun-Oct 08 Internationalization – B2B & B2C
  • 10. Strategy & maturity assessment INFRASTRUCTURE INFORMATION ARCHITECTURE CREATE PRESENT/CONSUME Users PUBLISH MANAGE Taxonomy | Metadata | Navigation | Wireframes Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI PROCESS Organizational Governance Developed with Roundarch
  • 12. Phase 2: Taxonomy requirements & development
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  • 19. Taxonomy development Developed taxonomy with 10 facets Portable Radios SYN: Handheld Radios Portable Terminals fr-CA: Radios Portatives en-UK: Portable Devices es-CO: Radios Portátiles Manage synonyms, and multiple translations + new additions over time: Colors, Form Factors, Business Units, Regions Product categories Product lines Solutions Services Industries Countries Languages Features Document Types Technologies Motorola.com
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  • 21. Phase 3: Taxonomy validation & implementation
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  • 25. And then in came the wireframes! What part of this is driven by taxonomy? Often came down to decision between need for manual override and dynamism Back to the drawing board in some cases…
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  • 31. Tagging & categorization Uncontrolled metadata field Taxonomy controlled metadata fields
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  • 42. Filtering search results Based on taxonomy branches Leveraging faceted nature
  • 44. Phase 4: Governance & Going Global
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  • 46. Taxonomy process MONET Request Roadmap Planning Stakeholders Interactive Marketing Leads Content Entry Team Site Manager Editorial & Publishing Leads / Taxonomy board members Vignette Taxonomist Taxonomy Request This is the main process. There is also taxonomy translation & sharing between interactive web & CRM
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  • 50. Questions? Contact us for more information Stephanie Lemieux Earley & Associates [email_address] www.earley.com Charlie Gray Motorola, Inc. [email_address] www.motorola.com
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