Jessica DuVerneay and I presenting at World IA Day in Ann Arbor, February 9, 2013. The sessions are also available on YouTube. This talk starts at the 2:00 hour mark in the video, but it was an awesome day, so watch it all. https://www.youtube.com/watch?v=klGpBnVS9K8

1. A Beginners Guide to Taxonomy
Presented by
Jessica DuVerneay & Marti Gukeisen

2. A Beginners Guide to Taxonomy
Presented by
Jessica DuVerneay & Marti Gukeisen

3. IA CLASS - 2008
UMSI GRADUATION
2
IA SUMMIT - 2012

4. Tales of Two Taxonomists
Part 1: Some Context
Case Study ‘A’: Pragmatic Project Walkthrough
Part 2: Some Specifics
Theory, Tips & Advice
Part 3: A Deeper Dig
Case Study ‘B’: Back to Reality – In the Middle of It All

5. Client: American Society for
Aesthetic Plastic Surgery (ASAPS)

6. 1
4
2
5
3
5

7. Statement of Work (SOW)

8. uuuuhhhhh… Statement of What?!?
• Understanding • Polyhierarchy?!?
Taxonomies?!?
• Synonym Mapping?!?
• Search Engine
• Governance Plan?!?
Keyword Market?!?
• Comprehensive
System?!?
24
…aaaand I had this much time: Hours
!?!

9. The Problem
Glossary of Terms
Injectables and Dermal Fillers
• Amphadase
• Acquamid
• Anesthesia
• Anika CTA
• Anti-viral
• Artecoll
• ArteFill
• ArteSense
• Axillary
• Belotero
• Betacaine
• Bio-alchamid
• Bioplastique
• Botox
• Botox Cosmetic
• Botulinum Toxin
• Botulinum Toxin Type A
• Botulinum Toxin Type B
• Bovine Collagen
• Calcium hydroxylapitite
• Captique
• Carboxytherapy
• Cellulite
• Collagen
• ETC…

10. Breast Implants
More Problem Breast Augmentation
Breast Enhancement
Breast Enlargement
Breast Surgery
Implants
Silicon Implants
Saline Implants
Gel Implants
Subpectoral Breast Surgery
Mammoplasty
Breast Replacement
Breast Revision
Breast Reconstruction
**Boob Job
**Pectoral Implants

11. Polar Bear Book Says:
• Categories should be
mutually exclusive, unless
they are polyhierarchical.
• Consider the balance
breadth and depth, erring
on the side of broad and
shallow for new sites.
• Taxonomy = a slow
layer, while navigation may
be slightly faster

12. Which exact word should be used?
Where does it go in relation to the others?
What are the exceptions?
That’s all I have to do?
NEAT!

13. Strategy & Activities
Taxonomy (in this case) needs to be:
• User Centered • Not exact in term
construction (vs.
• Scalable
Exact)
• Comprehensive
• Learnable
• Cross Channel
• SEO Preferential
• Aspirational
• Polyhierarchical

14. Activity 1: Existing Taxonomies
Glossary of Terms
Injectables and Dermal Fillers
• Amphadase
• Acquamid
• Anesthesia
• Anika CTA
• Anti-viral
• Artecoll
• ArteFill
• ArteSense
• Axillary
• Belotero
• Betacaine
• Bio-alchamid
• Bioplastique
• Botox
• Botox Cosmetic
• Botulinum Toxin
• Botulinum Toxin Type A
• Botulinum Toxin Type B
• Bovine Collagen
• Calcium hydroxylapitite
• Captique
• Carboxytherapy
• Cellulite
• Collagen
• ETC…

15. Activity 2:
Lightweight
Keyword
Research
**Note: Site Search
log files would have
been nice too but the
client didn’t track it and
now was not the time
to start.

16. Activity 3: Existing User Research & Vernacular
Ashlee: The Lifestyle Patient - "Seeking Perfection"
Experienced Consumer / Immediate or Recent
DETAILS: Age 29, Part time dental hygienist, Married, Soon to be mother, Extensive procedure history, Motivated by
beauty, Detail oriented, Technology proficient
Representative Activities:
Understanding detailed info on procedures, Understanding a procedure lifecycle, Pursing a complex procedure, Finding a
doctor near her, Researching the best way to find the best doctor, Keeping up to date on aesthetic news, Participating in
online social aspects, account features, and creating user generated content
Tonya: The Potential Patient - "Seeking Comfort"
Novice Consumer / Far Future
DETAILS: Age 36, Higher education administrator, Single, No children, No procedure history, Not motivated by beauty,
Seeking general information, Technology proficient
Representative Activities:
Researching basic procedure information, determining if a procedure is the right option, researching commonly asked
questions, investigating a more complicated specific medical concern
Loren: The Occasional Patient - "Seeking Rejuventation"
Intermediate Consumer / Future
DETAILS: Age 49, Lawyer, Dating with two college age children, Injectable history but no procedure history, Motivated by
appearance, Seeking comparative and specific information, Technology savvy
Representative Activities:
Comparing multiple options to solve an aesthetic concern, addressing a post procedure experience, locating male specifi c
procedure information for a male companion

17. Activity 4: Term Sorting / Affinity Diagramming

18. Activity 5: Competitor’s Approaches
SOURCES:
www.plasticsurgery.org
www.realself.com
www.clevelandclinic.org

19. First Stab – Word Doc

20. Activity 6: SEO & SME Validation, Client Approval
Options: Winners!
• Rhinoplasty, Nose • Rhinoplasty
Job, Nose Surgery, Nasal
Enhancement
• Chin Lift, Neck Lift, Jowl • Neck Lift
Lift, Saggy Neck Surgery
• Phalloplasty, Penile • Penis Enlargement
Implant, Penis
Enlargement, Penile
Surgery

21. Activity 7: Synonyms & Polyhierarchy
Liposuction = Eyelid Surgery =
Lipoplasty, Body Blepharoplasty, Droopy
Contouring, Fat Eye, Droopy Eye
Reduction, Liposculpture Surgery, Eyelid Lift, Eye
, Fat Lift
Removal, Lipo, Ultrasoni
c
Liposuction, Ultrasound
Liposuction, Tumescent
Liposuction, Power
Assisted Liposuction

22. Final Product

23. Applications
• Sitemap • News Categories
• Content Inventory / • Search Filters
Build Guide
• URL Structures
• Navigation
• Glossary
• Wireframes
• Content Creation
• Node Tagging Roadmap
• Non-web Properties

24. PROCEDURES
PROCEDURES INJECTABLES FOR MEN PLANNING TOOLKIT ASK A QUESTION SELECT A DOCTOR
BREAST BODY HEAD & FACE SKIN & HAIR COMPLETE SOLUTIONS
Breast Augmentation Body Lift Brow Lift Cellulite Treatment Facial Rejuvenation
Breast Lift Buttock Implants Ear Reshaping Chemical Peel Mommy Makeover
Breast Reduction Buttock Lift Eyelid Surgery Eyelash Enhancer Plastic Surgery After Weight Loss
Breast Revision Fat Transfer PROCEDURES
Face Lift Hair Transplant
Revision Breast Augmentation Labiaplasty Facial Implants Hand Rejuvenation
Liposuction Neck Lift IPL / Photorejuvenation
Non-Surgical Fat Reduction Rhinoplasty Laser Hair Removal
Spider Vein Treatment Laser Skin Resurfacing
Thigh Lift Laser Tattoo Removal
Tummy Tuck Microdermabrasion
Upper Arm Lift Non-Surgical Skin Tightening
Permanent Makeup
INJECTABLES FOR MEN PLANNING TOOLKIT SELECT A DOCTOR
All Injectables Body Lift Getting Started Find a Doctor
Dermal Fillers Calf Implants Beauty at Every Age Find a Skin Care Specialist
Fat Injections Head & Face Ask a Doctor How to Choose a Doctor
Lip Injections Gynecomastia Cost How to Choose a Provider
Perspiration Reducer Injectables Facts & Stats Credentials, Training & Certification
Wrinkle Fillers Liposuction Safety Planning an Office Visit
Wrinkle Reducers Non Surgical Fat Reduction Planning Resources (Checklists)
Pectoral Implants Patient Stories
Penis Enlargement Aftercare & Recovery
Skin & Hair Complications
Thigh Lift
Tummy Tuck
Upper Arm Lift

25. Governance Plan
Ensures the Taxonomy remains useful as business
needs, content, vendor input, or user expectations
change or scale
• How it’s used • How it’s updated
• Who uses it • Who updates it
• Why & When it might • Version tracking &
be updated archival considerations

26. Value to ASAPS
• User Centered, learnable • Explicit support of business
navigation goals (ie: Men, Taxonomy)
• Uniform Language guide • Roadmap for content
for internal content creation due to holes
creators & vendors across pointed out by aspirational
all consumer channels taxonomy
• Repositioning controlled • Improved Findability –
vocabulary in alignment SEO, navigation, site
with brand – medically search, tagging
authoritative but
approachable by average • Created a
consumer valuable, living, manageabl
e taxonomy that will be
used

27. ASAPS Taxonomy Project Lifecycle
Governance
Understand the
Application Problem
Polyhierarchical Understand Purpose
Mapping of Taxonomy
Synonym Generation Strategy
Assess Existing
Client Approval
Taxonomies
SEO Validation Keyword Research
User Research &
Term Sorting
Vernacular
Competitor's
Approaches

28. Main Point: Doing It Once =
Governance
Understand the
Application Problem
Polyhierarchical Understand Purpose
Mapping of Taxonomy
Synonym Generation
TAXONOMY Strategy
IS
AWESOME! Assess Existing
Client Approval
Taxonomies
SEO Validation Keyword Research
User Research &
Term Sorting
Vernacular
Competitor's
Approaches

30. Some Quick Context
why does
taxonomy
even matter?

31. the better we match the way people THINK
the faster / easier / better [more lucrative] the UX

32. Everyone else is doing it:
when peer pressure can be a good thing

33. Search Term Analysis
Internal External

34. The More You Know
Card Sorting, User Testing, Interviews, Contextual Inquiry
understand how YOUR USERS say it

35. Other Taxonomy Movers & Shakers
• How will the nurse/doctor say it?
• How do they say it in the brochure?
• How do they say it in real places (signage, etc)?

36. Will users get lost when they CROSSOVER?

37. Brand-speak vs. Common Man
aka
the fight between brand messaging and plain
language and how user experience wins

38. Tension is Good
• WRITERS want to say it differently.
– differentiate the message from competitors
– have an emotional impact
– branding
• USERS want to see the most obvious word so they can
get where they want to go QUICKLY.
• Everyone wants the user to seamlessly and effortlessly
get to the part where they hand over a big stack of cash.

39. Know when to brandify ™
&
When to say it straight

40. Current Project
Healthcare System
Website

41. Holy Dropdown Menu, Batman!

42. Find a Doctor. Go ahead.
Temporomandibular Joint Disorder
Ablations External Disease Internal Medicine Podiatry Chemical Dependency (TMJ) Neuropsychology Adult & Pediatric Foot & Ankle Reconstruction
Acoustic Neuroma Facial Pain (Trigeminal Neuralgia) Interventional Cardiology Premenstrual Syndrome Management Child & Adoles. Psychiatry Therapeutic Endoscopy Neuroradiology Internal Medicine/Pediatric Medicine
Acupuncture Facial Plastic and Reconstructive Surgery Interventional Endoscopy Preventive Cardiology Chronic Pain Injections Therapist, Family Neurosurgery Orthopedic and Sports Therapy
ADHD Family Medicine Interventional Nephrology Preventive Medicine Chronic Total Occlusion Intervention Therapist, Marriage Neurosurgery, Brain Tumors Orthopedic Oncology
Adolescent Dentistry Family Medicine & Obstetrics Interventional Oncology Primary Care Clinical Lipidology Thermachoice Neurosurgery, Neck and Spine Orthopedic Surgery
Primary/Metastatic Tumors of the Brain &
Adolescent Medicine Family Nurse Practitioner Interventional Pain Management Spine Clinical Neurophysiology (EMG/EEG) Thoracic Surgery Neurosurgery, Neuro-vascular Orthopedics, General
Adult Congenital Heart Disease Fetal Echocardiography Interventional Pain Medicine/Pain Management Psychiatic Mental Health Nurse Practitioner Clinical Psychology Thyroid & Parathyroid Neurotology Ped. Genetics & Neurodevelopmental
Adult Neuropsychology Foot & Ankle Interventional Radiology Psychiatry Cochlear Implant Evaluation/Fitting/Aural Rehab Tics Newborn Hospitalist Pediatric Allergy/Immunology
Adult Scoliosis Functional Medicine Invasive Cardiology Psychiatry, Addiction Cochlear Implants Total Joint Replacement Newborn Services Pediatric Anesthesiology
Adult Strabismus Gastroenterology Joint Replacement - Elbow/Wrist/Hand Psychiatry, Adult Colon & Rectal Surgery Tourette's Sysndrome Non-Invasive Cardiology Pediatric Audiology Therapies
Adult Transthoracic Echocardiography Gastrointestinal Cancer Surgery Kidney Transplantation Psychiatry, Child and Adolescent Complex Spine Surgery Transesophageal Echocardiogram [TEE] Non-Operative Spine Pediatric Bone Tumor
General Hand and Wrist Arthritis
Allergy/Immunology Reconstruction Knee Psychology Comprehensive Dentistry Trauma Novasure Pediatric Cardiology
Computed Tomography Coronary Angiography
Anesthesiology General Medicine Lacrimal Surgery Psychopharmacology (CTA) Travel Vaccines Nuclear Cardiology Pediatric Cardiothoracic Surgery
Aneurysms General Orthopaedics Laparoscopic Hysterectomies Pulmonary Disease Congenital Defects and Birth Injuries Trigeminal Neuralgia Nuclear Medicine Pediatric Craniofacial
Ankle Arthroscopy General Surgery Laparoscopic Surgery Pulmonary Medicine Congenital Heart Disease Undersea & Hyperbaric Medicine Nurse Practitioner, Adult Pediatric Critical Care Medicine
Ankle Implantation General Vascular Surgery Laser Treatment for Nail Disease Pulmonology Congential Deformities Upper Extremity Fracture Surgery Obstetrics and Gynecology Pediatric Dentistry
Arrhythmias Geriatric Medicine Low Testosterone Syndrome Radiation Oncology Congential Hand Differences Urogynecology Occupational and Preventive Medicine Pediatric Dermatology
Arthroscopic Knee and Shoulder Ligament
Reconstruction Geriatric Psychiatry Lymphedema Therapy Radiology Congestive Heart Failure Urology Occupational Medicine Pediatric Development & Behavioral
Arthroscopy and Sports Medicine GYN Surgery Maternal Fetal Medicine Radiology, Diagnostic Cornea Uterine Fibroid Embolization (UFE) Occupational Therapy Pediatric Electrophysiology
Arthroscopy-Shoulder/Elbow/Wrist Gynecologic Oncology Medical Ethics Rearfoot and Forefoot Surgery Coronary artery disease Uveitis Oculo Plastic and Reconstructive Surgery Pediatric Emergency Medicine
Artificial Disc Replacement, Lumbar and Cervical Gynecology Medical Informatics Reconstructive Foot and Ankle Surgery Cosmetic Dermatology Varicose Veins Oculoplastics Pediatric Endocrinology
Asperger's Syndrome Hand & Microvascular Surgery Medical Oncology Reconstructive Joint Surgery Cosmetic Eyelid & Facial Surgery Vascular Interventional Radiology Oncology Pediatric ENT (Ear, Nose, Throat)
Atrial Fibrillation Ablation Hand and Upper Extremity Menopausal Management Reconstructive Microsurgery Cosmetic Surgery Vascular malformations Oncology Rehabilitation Pediatric Foot Care
Audiology Hand Surgery Microvascular Surgery Reconstruction Reflux Surgery Craniofacial Vascular Neurology Oncology, Medical Pediatric Gastroenterology
Autism Hand Therapy Migraine and Neuromuscular Diseases Refractive Critical Care Medicine Vascular Surgery Oncology, Radiation Pediatric Hand Surgery
Balloon Valvuloplasty Head & Neck Cancer and Reconstruction Minimally Invasive Abdominal Surgery Renal Transplant Cytopathology Vestibular Medicine Oncology/Hematology Pediatric Headache
Bariatric Anesthesiology Head & Neck Surgery Minimally Invasive Gynecologic Surgery Replantation and Microsurgery Da Vinci Robotic Surgery Vestibular Rehabilitation Ophthalmic Plastic & Reconstructive Surgery Pediatric Hematology
Bariatric Medicine Head and Neck Cancer Minimally Invasive Laparoscopic Surgery Reproductive Endocrinology Dental Implants Vitreo-Retinal Ophthalmic Plastic Surgery Pediatric Hematology/Oncology
Bariatric Surgery Headaches Minimally Invasive Spine Surgery Retina Dentistry, General Voice Therapy Ophthalmology Pediatric Hemostasis/Thrombosis
Behavioral Medicine Health Psychology Minimally Invasive Surgery Retina Vitreous Disease & Surgery Dermatologic Surgery Women and Heart Disease Optometry Pediatric Hospitalist Services
Biomechanics Hearing Aids Mirena and Implanon Rheumatology Dermatology Womens Neurology Oral & Maxillofacial Surgery Pediatric Infectious Disease
Bone Dysplasia Hearing Loss Mohs Micrographic Surgery Risk Factor Modification Dermatopathology Wound Care Orbital Surgery Pediatric Intensivists
Wrist, Elbow and Shoulder
Bone Tumor & Soft Tissue Oncology Hearing Services Mohs Surgery Robotic Surgery Diabetic Charcot Foot Reconstruction Reconstruction Orthodontics Pediatric Nephrology
Botox for Pain & Spasticity Management Heart Transplant Movement Disorders Salivary Gland Care Diabetic Foot Electrophysiology Orthopaedic - Upper Extremity Pediatric Neurology
Brachial Plexus Reconstruction Hematology Multiple Sclerosis Scoliosis Diabetic Limb Salvage Emergency Medicine Orthopaedic Neck & Spine Pediatric Neuropsychology
Brain Mapping Hepatobiliary Surgery Muscular Dystrophy Shoulder Diabetic Wound Care EMG/NCV Testing Osteopathic Manipulation Pediatric Neurosurgery
Endocrinology, Diabetes and
Brain Tumors Hepatology Musculoskeletal Shoulder and elbow surgery Diagnostic Radiology Metabolism Otolaryngic Allergy Pediatric Occupational Therapy
Breast Surgery Hepatopancreaticobiliary Myocardial Biopsy Skin Cancer Dilation and Curettage (D&C) Endodontics Otolaryngology Pediatric Ophthalmology
Cardiac Angiography High Risk Obstetrics Neonatal-Perinatal Medicine Skull BaseTumors Ear Medical & Surgical Care Endometrial Ablations Otolaryngology, Head & Neck Surgery Pediatric Orthodontics
Cardiac Pathology Hip Neonatology Sleep Apnea and Snoring Ear Medical Care Endoscopic Ultrasound Otology-Neurotology Pediatric Orthopedics
Pacemaker, Defibrillation Implantation, &
Cardiac Resynchronization Hip and Knee Surgery Nephrology Sleep Disorders Ear, Nose, Throat Endovascular Medicine Management Pediatric Orthopedics & Spine
Cardiology Hip Arthroscopy Nerve Injuries and Fractures Sleep Medicine Echocardiographic Telemedicine Epilepsy Pain Management Pediatric Otolaryngology/ENT
Cardiothoracic Surgery Hopitalist Services-Carmel Hospital Neuroanesthesia Speech-Language Pathology Echocardiography ESSURE Tubal Ligations Palliative Care Pediatric Palliative Care
Cardiovascular CT & MRI Hopitalist Services-St.Vincent Heart Center Neurodevelopmental Disabilities Spinal Cord Injury Medicine Elbow Surgery Esthetician Palliative Medicine Pediatric Pathology
Cardiovascular Disease Hospice Neurohospitalist Spinal Diagnostics and Theraputics Electrodiagnostics Stroke Pancreas Transplant Pediatric Physical Med. and Rehab
Cardiovascular Imaging Hospitalist Neurointerventional Radiology Spinal Disorders Electroencephalogram [EEG] Surgery, Eye Parkinsons Disease Pediatric Physical Medicine and Rehabilitation
Cardioversion Hospitalist Services-Indianapolis Hospital Neurological Rehabilitation Spine Surgery Electromyogram Surgery, Foot and Ankle Patent Foramen Ovale (PFO) Pediatric Physical Therapies
Cardothoracic Anesthesiology Hysterectomy Neurology Spine Trauma Pediatric Spine Surgical Critical Care Pathology Pediatric Plastic Surgery
Cartilage Restoration Infectious Disease Neuromuscular Disorders Spine Trauma Surgery Pediatric Sports Injuries Surgical Endoscopy Pelvic Floor Rehabilitation Pediatric Psychiatry
Catheter ablation Infertility Neuro-Ophthalmology Spine Tumor Surgery Pediatric Surgery Surgical Oncology Percutaneous Left Ventricular Assist Devices (LVADs) Pediatric Psychology
Cerebral Palsy and Spasticity Injured Nerve Problems Neuropathy Sports Injuries - Elbow/Wrist/Hand Pediatric Urology Stress Echocardiography Periodontics Pediatric Pulmonology
Cerebrovascular Disorders Certified Nurse-Midwife St.Vincent Faculty Practice Sports Medicine Pediatrics Pedicatric Hemophilia Peripheral Vascular Disease Pediatric Radiation Oncology
Physical Therapy Pediatric Sleep Disorders Pediatric Speech-Language Pathology Therapies Sports Performance/Sports Medicine Pediatrics, Critical Care Medicine Plagiocephaly Physiatrist Pediatric Radiology
Pediatric Radiology, Diagnostic Plastic Surgery Physiatry Physical Medicine and Rehabilitation Pediatric Residency

43. Initial Approach for Service Areas
• reduced number of options in service area dropdown
• eliminate redundancies
• group some areas together
• ‘like’ groupings rather than alphabetical, hybrid approach
• all services page > catch all

44. Where It’s At

45. Next Up
• GUESS best specialty labels
(more general groupings of very specific titles)
• Map specialties to service areas
(harder than you’d think)
• User Testing

46. Taxonomy Takeaways
• Taxonomy helps • Search analytics and user
consistently and research can help you
meaningfully organize understand how users talk
words about things
• Be strategic & thoughtful • Branding & culture has a
about how you approach place in deciding how to
your taxonomy creation say what you say
• Jump in and try it, it’s not • Remember all the cross
scary, it can be fun, and channel places your users
adds tangible value to a might see the taxonomy
project