Taxonomy Design for the Short on Time

Taxonomy Design
for the Short on Time

Presented by Fred Leise

SLA 2012
July 16

© 2012 by ContextualAnalysis 1

About Me
Owner and principal, ContextualAnalysis, providing
taxonomy and user experience consulting services since
1995.
Back-of-book indexer and indexing instructor
(UC Berkeley Extension Online)
Past-president, American Society for Indexing
Manager, taxonomy team, Sears Holdings Corporation
Bio available at: www.contextualanalysis.com


Overview

This session will not cover the details of
creating the taxonomy itself, but focuses
on the organizational structures and
processes needed to establish a taxonomy
program.


Overview

For an optimized taxonomy design project
you need to know:
What your goals are
What tasks you are performing
Why you are doing them
Who is working with you and what they are
responsible for
When you need to be finished


Overview

The clearer you are on these, the faster you
can work without the need to redo work
you have already completed.
You will also be able to delegate more work
and keep the project on track.


Overview

Planning/proof of concept/buy-in
Taxonomy design process
Change management
Project documentation
Standards and other resources

Feel free to ask questions at any time


Overview

Work smarter
Do your most unpleasant task first
Do your most important tasks after that
Make progress on the big project every day
Don’t try to multitask; it doesn’t work
Plan the project; work the checklist


Planning/Proof of Concept/Buy-In


Sponsorship
Ownership
Stakeholders
Scope
Context


Cost
Benefits
Proof of concept
Building the case
Getting buy-in


Sponsorship
An executive who will:
put his or her active support behind the project
actively recommend the project to other
executives
obtain necessary budget and other resources
provide appropriate visibility for the project to
executive leadership


Sponsorship

Strong sponsorship helps you navigate the
political waters and ensures success


Sponsorship: Action Steps

Identify potential sponsors; meet with them
to discuss project.
Identify the single best individual to
champion your project and get their
agreement to be the sponsor.


Ownership
The individual responsible for actively
managing or overseeing the project. You?
Helps plan project
Helps manage resources
Keeps project on track
Supports individuals working on the project
Enlists help from sponsor when necessary to
remove barriers


Ownership: Action Steps

With help of sponsor, identify the individual
with the passion and the drive necessary to
ensure successful completion of the
project.


Stakeholders
Anyone impacted by the project or who
needs to be consulted or informed about
the project
Content creators
Content users
IT
Customers/Members/Public


Stakeholders: Action Steps

Identify all project stakeholders. Involve
them as necessary/appropriate.
Establish appropriate communication plan
for stakeholders.


Scope
Failure to properly determine project scope
is one of the major reasons for failure
Agree to scope before the project starts
Beware of scope creep
Do not be afraid of calling a request “out of
scope for phase 1”


Scope

Elements of scope
Divisions/departments to be included
(enterprise taxonomy?)
Number and types of taxonomies required
Use of taxonomies: across enterprise or within
individual departments/units? Which
departments?


Scope

Elements of scope
Content types that will be covered by
taxonomy: documents? images? video?


Scope

Elements of scope
Documents: reports, white papers, research
papers, product manuals, contracts, material
safety data sheets, user-generated content
(UGC)


Scope

Elements of scope
Images: product images, employees, museum
collections
Videos: educational, training, product use
Extent of metadata (depends on how content
will be stored/used)
Phased approach


Scope
Factors affecting scope
Desired implementation date
Available resources


Scope: Action Steps

Work with sponsor, owner, and
stakeholders to establish and commit to
project scope


Context
The milieu in which the project will be
conducted: items outside of the project
itself that will have significant impact on it.
Understanding the context mitigates
against surprises
Purpose
Project drivers/pain points
Desired project outcome
Technical limitations


Context
Tools used to build and maintain the taxonomy:
existing/new; internally/externally sourced
Format for taxonomy: Excel? XML?
Related technology and its metadata
capabilities, e.g., DAM, CMS
Users of the taxonomy (internal/external)


Context
Does content exist or does it need to be
created/acquired as part of the project?
Sources of content: users, 3rd party content
providers, internally generated
Taxonomy sources: existing internal, new
internal, free, purchased
Existing internal taxonomy capabilities, e.g.,
existing, need to be expanded, or need to
engage external resources?


Context: Action Steps

Be sure you understand and document the
context of your taxonomy project so there
are no surprises as you move forward.
Better to know things now than to have to
spend time redoing parts of the project.


Costs
Time: How long will the project take?
Resources: Who will be working on the
project and creating the taxonomy? What is
the cost of those resources?
Software: Will software development/
purchase costs be included?
Don’t forget to include integration costs if
purchasing new taxonomy software.


Benefits
Who benefits and how?
Find information faster = Time savings =
cost savings
Reduced duplication of effort = greater
efficiency = cost savings
Get customers to content/products faster =
increased revenue
Quantify benefits for building the case.


Costs/Benefits: Action Steps

Prepare a cost/benefit analysis to help
make the case for your project.


Proof of Concept
A demonstration or smaller scope project
proving the benefits of your taxonomy
project
Consider completing a proof of concept
project to help promote buy-in if your
taxonomy project is large, expensive, or
involves multiple resources


Proof of Concept

Consider using a limited set of documents,
those from a single department, or within a
single general subject area
Perform relevant user testing to establish
benefits of using the taxonomy


Building the Case
Costs/benefits
Stakeholder needs
Pain points


Getting Buy-In
With proof of concept and cost/benefit
information in hand, it should be easy to
get executive buy-in for the taxonomy
program.
Schedule a meeting with the executive
sponsor. Get their buy-in and let that
individual set meetings with additional
decision-makers.


Getting Buy-In
Present the facts in a logical, concise
manner.
Help those unfamiliar with your project
understand how it can benefit their
department/division/unit.


Taxonomy Design Process


Operational requirements
Processes
Parallelism
Project Management
Communication


Processes

Define in detail exactly what steps you will
take in what order to create your
taxonomy.
See “Process Documentation” later
Knowing what you will be doing when helps
ensure there are no surprises along the way
that cause delays in development


Parallelism

Whenever possible, use multiple teams to
work parts of the taxonomy development
process in parallel, shortening overall
development time.


Project Management

If available, engage a project manager to
move the process forward, making sure
teams stay on track.
This saves your time to focus on the
taxonomy development.


Communication

Because teams will be working in parallel
and no one individual will have all of the
knowledge gathered, good communication
among the teams is important


Communication: Action Steps

Establish weekly meetings at which all
teams report on progress, identify possible
barriers, and share findings and knowledge
gained.


Understand stakeholder needs
Understand users
Comparative analysis
Build/buy
Validate/Modify


Implement
Maintain


Understand Stakeholder Needs

What content areas are of primary
importance? (Helps identify scope,
implementation phases)
Are there new content/product areas
planned?
Current content/product areas that will no
longer be supported?


Understand Stakeholder Needs

What are their pain points?
For taxonomy revisions: what do they like/
not like about the current taxonomy? What
can you change? What can you not change?


Understand Users

Are your users heterogeneous or
homogenous? (Multiple audiences or single
audience)
What are the different audiences?
How do their information needs differ?


Understand Users
Explore mental models: how do users
understand your information space?


Understand Users
Methods: user interviews, surveys, card
sorting, task analysis (in person/remote)
Reflecting users’ mental models in your
taxonomy means users will find
information or products faster


Understand Users

If you have multiple audiences, be sure
users you interview or test represent those
different audiences
Challenge: identifying and scheduling
users.
Consider using a recruiting company with
experience in your field.


Comparative Analysis
What do other similar organizations/
competitors use for their taxonomies?
Check publicly available websites,
trade/professional associations
What are the commonalities?
What do you like about the taxonomies?
What do you not like?


Build/Buy
Do you build your own taxonomy or
buy/license an existing one?
Are there any existing taxonomies that
would serve you needs with little or only
minor modifications?
For example the taxonomy the covers most
of your content except for one top-level
subject category. Buy that, build the
missing piece.


Build/Buy
Or, the taxonomy covers most of your
subject areas, but you need a deeper
vocabulary in a specific area. Again, you
can modify the original to meet your needs.


Build/Buy
Other considerations:
What is the cost to buy/license?
One-time fee?
Annual updates?
Subscription basis?


Build/Buy

Sources
Taxonomywarehouse.com
Thesauri on-line (http://www.fbi.fh-
koeln.de/institut/labor/Bir/thesauri_new/thesen.htm#AG)
Thesauri A-Z
(http://hilt.cdlr.strath.ac.uk/hilt2web/Sources/thesauri.html)
Willpower Information
(http://www.willpowerinfo.co.uk/thesbibl.htm#taxonomies


Build/Buy

Does your organization have the internal
expertise/resources available to create your
own taxonomy?
Will you need to engage a taxonomy
consultant?


Create/Buy the Taxonomy

See Jean Aitchison, Thesaurus Construction
and Use: A Practical Manual

Create/Buy the Taxonomy

Be sure your taxonomy meets relevant
standards, e.g., Dublin Core.
Dublin Core Metadata Element Set
(dublincore3.org/documents/dces/)
Are there other metadata standards for
your organization that you need to meet?


Validate/Modify
With you taxonomy in place, validate it with
the appropriate stakeholders and modify as
appropriate based on their input.
Test with content creators: can they
appropriately tag content?
Test with users: can they browse to
relevant content or products based on the
taxonomy


Implement
The complete, revised taxonomy is now
implemented in the various systems in
which it will be used.
You have consulted with IT about their
format needs, right? So you know if they
can handle and Excel file or need XML.


Maintain
No taxonomy is every “complete” or “final.”
There will always be a need to change or
update the vocabulary.
Establish triggers for taxonomy review:
Mergers
Acquisitions
Change in mission
New audiences


Maintain
Be sure you have a maintenance process in
place.
Who can suggest new terms?
How do they do that?
Who has the authority to modify the
vocabulary?
How are stakeholders notified of changes?


Change Management


Change Management

What processes and workflows will the new
taxonomy affect and how will they be
affected?
Who are all of the individuals impacted by
the changes?


Change Management

Communicate early and often to
constituents (internal and external)
Project updates
What changes are coming
When the changes will happen
What will it mean for them


Change Management

Provide training in new processes/
workflows/methodologies
In-person or online workshops
Asynchronous training materials (podcasts)
Training documentation


Project Documentation


Creating and following two documents
ensures that your project can be completed
in the shortest amount of time:
Process flow
(what happens in what order)
Work plan
(who does what when)


Possible optional documentation:
RACI chart


Process Flow
Linear, sequential list of all tasks in the
project
May include time period/dates
Names of individuals responsible for task
Importance (H, M, L)


Process Flow
Taxonomy Development Process
Individual Start
Item Responsible Duration Date H, M, L Notes
1. Identify potential sponsors
1.1. Contact potential sponsors and
discuss project 2 days
1.2. Review discussions and identify
project sponsor 1 day
2. Identify project owner 1 day
3. Establish project scope (meet
with sponsor/owner) 1 hr
4. Identify stakeholders 2 days
5. Identify project team 3 days
5.1. Hold project kickoff meeting 2 hrs
5.2. Establish roles/responsibilities 1 hr
6. Interview stakeholders
6.1. Create questionnaire 8 hrs
6.2. Schedule interviews 2 hrs
6.3. Perform interviews 10 hrs
6.4. Analyze interviews 10 hrs


Work Plan: Swim Lane Document
Graphical display of:
What teams/individuals are involved
What tasks each performs
Order of tasks
Dependencies/timing
(same tasks as process flow)


Work Plan: Swim Lane Document
Taxonomy Process


RACI Chart
Responsible for completing that step in the
process
Accountable for ensuring step is
completed/decision authority
Consulted prior to completion of step
Informed of results once step is completed


RACI Chart


Resources


Resources

Dublin Core Metadata Element Set
dublincore3.org/documents/dces/
Organising Knowledge: Taxonomies,
Knowledge and Organisational
Effectiveness, Patrick Lambe
(organizingknowledge.com)


Resources

Metadata for Still Images
http://www.niso.org/apps/group_public/projec
t/details.php?project_id=69 (ANSI/NISO
standards for digital still images)


Resources

Spencer, Donna, Card Sorting, Rosenfeld
Media, 2009
Taxonomies and Other Resources
www.taxonomywarehouse.com (owned by Dow
Jones)


Resources

Taxonomy Software
www.willpowerinfo.co.uk/thessoft.htm (list of
thesaurus software)
Thesaurus Standards
http://www.niso.org/apps/group_public/projec
t/details.php?project_id=46 (ANSI/NISO
guidelines for monolingual thesauri)


Resources

Young, Indi, Mental Models: Aligning
Design Strategy with Human Behavior,
Rosenfeld Media, 2008


Resources

Wax, Dustin “50 Tricks to Get Things Done
Faster, Better, and More Easily.” Available
at:
http://www.lifehack.org/articles/productivity/5
0-tricks-to-get-things-done-faster-better-
and-more-easily.html


Contact Information

Fred Leise

www.contextualanalysis.com
fredleise@contextualanalysis.com
773.764.2588
@ChicagoIndexer


Taxonomy Design for the Short on Time

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