Slides from a webinar hosted by @scottabel, the Content Wrangler, on March 29, 2016. Abstract: It’s often really hard for users to find the information they need, and that’s why content teams reach for taxonomy. The hope is that consistently labeled pieces of information will be easier to search and navigate. But the effort and discipline to adopt a taxonomy can be daunting. Will it take months of analysis and training? Will fitting everything into neat containers destroy authors’ creativity? Taxonomy does take effort, but when it’s done properly, the benefits more than justify the pain. More than just labeling information and parceling it into neat boxes, it’s about understanding the underlying concepts that your content describes. The actual tags you use are secondary to the ideas behind them — each piece of content’s subject matter, purpose, intended audience, and role in the larger content set. Using a taxonomy makes you look again at what you are writing. You abandon information for its own sake, and instead shape content to fit your customers. Not only does their experience with search and navigation improve; what they find speaks directly to their needs.

2. What this session’s for
~ If you already have a taxonomy, how it
could work harder for you
~ If starting to develop a taxonomy, why to
look deeper than simple labelling
~ If interested in developing a taxonomy,
some pitfalls to avoid
~ Not a step-by-step how-to
(but there are guides in the resources in
the reading list)

3. Users can’t find info, because:
~ They use different terms for concepts

4. Users can’t find info, because:
~ They use different terms for concepts

5. Users can’t find info, because:
~ They use different terms for concepts

6. Users can’t find info, because:
~ They use different terms for concepts
~ The way that concepts are grouped doesn’t
match the way they group them

7. Users can’t find info, because:
~ They use different terms for concepts
~ The way that concepts are grouped doesn’t
match the way they group them
~ They don’t know the domain
– even the micro-domain, e.g. an unfamiliar product

8. Users need Users may benefit
from…
A search
feature that
works
A search feature that
educates on preferred
(or preferable) terms
Groupings that
make sense
DIY groupings (facets)
A coherent
overall
structure
A structure that reflects
the domain
(a knowledge map)
Needs and good-to-haves

9. Users need Users may benefit
from…
A search
feature that
works
A search feature that
educates on preferred
(or preferable) terms
Groupings that
make sense
DIY groupings (facets)
A coherent
overall
structure
A structure that reflects
the domain
(a knowledge map)
How a taxonomy helps users
Patrick Lambe’s
definition of
taxonomy:
~ A classification
system [groupings]
~ Semantic
[readable terms]
~ A knowledge map

10. A Taxonomy

11. A hierarchy, in the strict sense

12. A strict hierarchy
probably isn’t
what you need
A kind of wall plug
Not a kind of England

13. A tree works well if
the relationships
are clear
Kind of
(generic > specific)
Part of
(larger > smaller)

14. A thesaurus provides
richer relationships

15. A thesaurus provides
richer relationships
— and a way to
accommodate different terms

16. Taxonomy guides content

17. Taxonomy guides content,
helping users find the right info

18. Terms aren’t the only
points of disagreement

19. Tree structures invite debate
Is capacity or RPM more
important? Etc…

20. Facets stop the arguments?

21. Possible drawbacks of facets
~ Content not consistent (so gaps)
~ May overlap
~ Can cover up for a lack of focus

22. More than simply labelling
things, effective taxonomy
involves active choices
~ What are the “official” terms?
~ What are the crucial categories?

23. Strive to reach consensus

24. Strive to simplify and unite
~ What’s actually important?
~ Do your groupings work for users?
~ Real-life utility is more important than
structural purity

25. Strive to simplify — could a
list get you started?
App
facebook
flashlight
fm_radio
footprints
friend_stream
photos
gmail
...

26. App taxonomy —
started from a simple list
App
facebook
flashlight
fm_radio
footprints
friend_stream
photos
gmail
...

27. App taxonomy —
started from a simple list
~ Drove content management

28. App taxonomy —
started from a simple list
~ Drove content management
~ Powered content improvement
– categorize search queries and support calls
into the relevant apps
– compare the subject balance from customers
with the effort spent on content development
per app

29. Improving content
– tools can help to categorize search queries
and call logs

30. Taxonomy to ensure a
consistent message
~ Professional body’s recommendations
were not tying up
~ Embarrassing slips
~ Taxonomy to power quality checks

31. Taxonomy to create the right
content in the first place
~ Extension of HTC app taxonomy to make
contextual-ish support more relevant

32. Taxonomy to create the right
content in the first place
~ Too many results

33. Matrix to create the right
content in the first place
~ Extension of app taxonomy to make
contextual support more relevant
App Has hub topic?
calendar yes
camera no
facebook yes
flashlight yes
fm_radio no
...

34. Matrix to create the right
content in the first place
~ Extension of app taxonomy to make
contextual support more relevant
App Has hub topic?
calendar yes
camera no
facebook yes
flashlight yes
fm_radio no
...

35. Matrix to create the right
content in the first place
~ Extension of app taxonomy to make
contextual support more relevant
Hub topic

36. Matrices often bring clarity
— e.g. taxonomy of info needs

37. Taxonomy to shape the
entire content set
~ Medical device manufacturer’s taxonomy
dictated level of granularity
– Couldn’t stop at high-level concepts, but
– individual components
(e.g. on a PCB) too detailed
– assemblies & sub-assemblies
were correct level of detail

38. Taxonomy to shape the
entire content set
~ Medical device manufacturer’s taxonomy
dictated level of granularity
– Couldn’t stop at high-level concepts, but
– individual components
(e.g. on a PCB) too detailed
– assemblies & sub-assemblies
were correct level of detail
~ Future dynamic content delivery will
display the taxonomy (knowledge map)

39. From labelling to focusing and
shaping content itself

40. From labelling to focusing and
shaping content itself
Users need Users may benefit from… Content is improved by…
A search feature
that works
A search feature that
educates on preferred (or
preferable) terms
• Using terminology
consistently, but also…
• …including a range of
familiar terms
Groupings that
make sense
DIY groupings (facets) • Correctly prioritizing subject
areas
• Avoiding contradictions
A coherent
overall structure
A structure that reflects the
domain (a knowledge map)
• Filling in gaps in coverage
• Making sense of the domain
(“big picture” topics)