Upload
rachel-lovinger
View
5.869
Download
1
Tags:
Embed Size (px)
DESCRIPTION
"Representing Taxonomies: What am I looking at here?" Presentation by Rachel Lovinger at the 2007 Semantic Technology Conference.
Citation preview
May 23, 2007
Representing Taxonomies: What am I looking at here?By Rachel Lovinger
Semantic Technology Conference 2007
Photo by Sarah Jane Rhee
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 1
• Introduction• The Mission• Approaches• Future Directions• Resources
Photo by Rachel Lovinger
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 2
Largest independent interactive consulting firm in the U.S.
2000 professionals with average of 10+ years experience
Bring together core disciplines of business strategy, user experience design, program management and technology.
Pioneers and recognized experts around a user-centered, insight-driven approach to designing web experiences
Deep technology experience in content management, portals, e-commerce, personalization, and business intelligence
2005 AdAge™ – Best Interactive Media Agency of the Year
Offices in 11 U.S. cities, Europe and Asia/Pacific:-Atlanta -Seattle-Austin, TX -Berlin-Boston -Frankfurt-Chicago -London-Ft. Lauderdale -Paris-Los Angeles -Hong Kong-New York -Shanghai-Philadelphia -Sydney-Portland, OR -Tokyo-San Francisco -Kobe
About Avenue A | Razorfish
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 3
Representing Taxonomy Is About…
How to help your project stakeholders understand and work with large, complex sets of taxonomy data
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 4
What We Won’t Be Covering
• How to get approval to do taxonomy work as part of a project
• How to build a taxonomy
Note: Domain expertise not required
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 5
Formula for Successful Taxonomy Building
Deliverable Design
+
Communication
“Politics and consensus building are the toughest aspects of building a taxonomy”
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 6
Terminology
• Taxonomy
• Classification
• Controlled Vocabulary
• Ontology• Metadata• Authority File• Attributes• Dimensions• Facets • Glossary• Thesaurus• Page Inventory• Sitemap
• -----------
• Stakeholders
• Contributors
• Subject Matter Experts
• Editors• Client• Boss
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 7
• Introduction• The Mission• Approaches• Future Directions• Resources
Photo by Tom Marscado
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 8
You Want to Create a Data Driven Site
What makes these concepts work?
MoMACitegraph Allmusic
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 9
Citegraph
MoMACitegraph Allmusic
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 10
MoMA Contemporary Voices
MoMACitegraph Allmusic
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 11
All Music Guide
MoMACitegraph Allmusic
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 12
Your Mission
MoMACitegraph Allmusic
• The site needs taxonomy data• The taxonomy needs decisions made by experts
How do you facilitate & document those decisions?
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 13
• Introduction• The Mission• Approaches• Future Directions• Resources
Photo by Yu Kizawa
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 14
Concept Wireframes Design
Groundwork & High Level
Dimensions &Relationships
DetailedTaxonomy
Build Live
Usage & Maintenance
Communication
Taxonomy Tasks
When Do You Start?
Web Dev Phase
Aligning taxonomy building with the web development process
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 15
What Do You Need From Stakeholders?
• Get approval for data
• Get expert input
• Build partnership and ownership
• Distributed communication
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 16
Concept Wireframes Design
Groundwork & High Level
Dimensions &Relationships
DetailedTaxonomy
Build Live
Usage & Maintenance
Communication
Taxonomy Tasks
Concept Phase
Web Dev Phase
Key Question: What is the site about?
Tip: Start building consensus as early as possible.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 17
Do the Groundwork
To make good taxonomy decisions, the stakeholders need to know:• What does your audience want?
• What does your site need to do?
• How are other people doing it?
• Do you have some data to start with?
• What can you learn from the way people use the site?
Summarize your findings in a brief document
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 18
Demonstrate Functionality In Action
Example: Robust faceted navigation
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 19
Prepare the Stakeholders to Think Like Taxonomists
The less abstract the work is, the more engaged they’ll be:• Define taxonomy terms and concepts
• Tell them exactly what the taxonomy will do
• Give them the context for making decisions
• Be specific about what you need from them
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 20
Use Humor to Make It Less Intimidating
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 21
Taxonomy Documentation Styles
• Diagram
• Outline
• Spreadsheet
• Other TablesNot great for people
• XML
• RDF
• N-triples
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 22
Communicating About Taxonomy Documentation
• “How to use this document” instructions
• Talking points for distributed communication
• Track important decisions
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 23
Concept Wireframes Design
Groundwork & High Level
Dimensions &Relationships
DetailedTaxonomy
Build Live
Usage & Maintenance
Communication
Taxonomy Tasks
Wireframe Phase
Web Dev Phase
Key Question: How is the information organized?
Tip: Use real taxonomy data in the wireframes
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 24
Diagram Format: Structure
• Dimensions
• Polyhierarchy
• Relationship details
• Not effective for showing nodes
Illustrations - Peter Morville, as seen in Ambient Findability (O’Reilly Media).
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 25
Dimensions
Fashion Magazine
Locations People Holidays & Occasions
Gifts
Brands
Fashion EntertainmentStores Beauty
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 26
Fashion Magazine
Locations People Holidays & Occasions
GiftsFashion EntertainmentStores Beauty
Polyhierarchy
Photos © Bravo TV & NBC Universal. All rights reserved.
Heidi Klum
Supermodel TV Host
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 27
Relationship Structure
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 28
Relationship Sample Data
The Departed © Warner Brothers; The Queen © Miramax. All rights reserved.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 29
Not Effective For Showing Nodes
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 30
Outline Format: Limited Detail
• Hierarchical
• Dimensions and narrower terms
• Dozens of nodes, not hundreds
Fashion ProductsAccessories
BeltsHats GlovesScarves SocksUmbrellasWallets
BagsClutchMakeup BagsShoulderSuitcasesToteWeekend Bags
Coats & JacketsBlazersParkasPonchosRaincoatsSweater-coatsTrench-coatsVests
PantsCroppedJeansShortsTailored
Shirts & BlousesLong-sleeveShort-sleeveSleeve-lessT-shirts
ShoesBootsClogsSneakersFlatsMulesPumpsSandalsSlingbacksSlippers
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 31
Wireframes With Fake Taxonomy
The functionality isn’t accurately represented, if the data is completely made up.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 32
Use Real Sample Data
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 33
Concept Wireframes Design
Groundwork & High Level
Dimensions &Relationships
DetailedTaxonomy
Build Live
Usage & Maintenance
Communication
Taxonomy Tasks
Design Phase
Web Dev Phase
Key Question: What’s the actual data?
Tip: Prototype the data.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 34
Spreadsheet Format: Extensive Data
• Many nodes
• Faceted
• Few dimensions
• Some Attributes
• Less effective for complex relationships
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 35
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 36
Spreadsheet – Pivot Tables
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 37
Other Tables: Attributes
• More familiar
• Many relationships
• Defined template
• Labor intensive
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 38
PrototypeCreated with MindManager
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 39
Taxonomy Deliverable Design Tips
• Appropriate level of detail
• Don’t try to do it all in one
• Make it appealing to look at
• Make it familiar
`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 40
Too Much Detail`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 41
Not Enough Detail`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 42
Taxonomy Deliverable Design Tips
• Appropriate level of detail
• Don’t try to do it all in one
• Make it appealing to look at
• Make it familiar
`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 43
Multiple Deliverables Working Together`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 44
Taxonomy Deliverable Design Tips
• Appropriate level of detail
• Don’t try to do it all in one
• Make it appealing to look at
• Make it familiar
`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 45
Hard To Look At = Hard To Understand`
Too Busy Clean & Comprehensible
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 46
Taxonomy Deliverable Design Tips
• Appropriate level of detail
• Don’t try to do it all in one
• Make it appealing to look at
• Make it familiar
`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 47
Use Design Elements Associated With The Project`
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 48
Concept Wireframes Design
Groundwork & High Level
Dimensions &Relationships
DetailedTaxonomy
Build Live
Usage & Maintenance
Communication
Taxonomy Tasks
Build Phase & Live
Web Dev Phase
Key Question: How do we make sure this taxonomy is used properly and is still relevant in six months?
Tip: If they don’t own it, they won’t use it.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 49
Get Ready to Hand It Over
• How to use the data for content creation
• How to maintain the taxonomy
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 50
Tagging Guidelines
• Define the terms
• How to apply the tags
• Affect on the site
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 51
Change Management Plan
• Definitions and guidelines
• What kind of changes can be made
• Who can make changes
• How to assess the impact of changes
• How often changes will be made
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 52
• Introduction• The Mission• Approaches• Future Directions• Resources
Photo by Rachel Lovinger
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 53
Future Directions
• Best Practices
• Prototyping tools– Easy to use– Support flexible data structures– User-friendly presentation
• Adoption of standards
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 54
• Introduction• The Mission• Approaches • Future Directions• Resources
Photo by Dave Gorman
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 55
Resources• Glossaries
– Taxonomy Glossary on CMS Wiki– Metadata? Thesauri? Taxonomies? Topic Maps! – A paper on Topic Maps that
includes a good overview of these terms. By Lars Marius Garshol of Ontopia.
• Selling Taxonomy– Dublin Core Metadata Initiative – includes business cases, ROI presentation, etc.– Taxonomy today, ROI tomorrow – By David Berlind, ZDnet
• Constructing Taxonomy– ANSI/NISO Z39.19 - 2005 Guidelines for the Construction, Format, and
Management of Monolingual Controlled Vocabularies (PDF)– Developing and Creatively Leveraging Hierarchical Metadata and Taxonomy – by
Christian Ricci, Boxes & Arrows
• Existing Taxonomy Data– Thousands of OWL documents are indexed in Google. Add “filetype:owl” to your
search and see what comes up.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 56
Resources
• Prototyping– MindJet® MindManger® - commercial mind mapping software– FreeMind – open source mind mapping software– Bubbl.us – an online brainstorming tool– TopBraid Composer™ - a commercial tool for building ontologies and semantic
web applications– Protégé – an open source ontology editor
• Shared Knowledge– Taxonomy Community of Practice– CM Pros – Content Management Community of Practice– Semantic Web Interest Group
• Information Design– Edward Tufte– VisualComplexity.com– Information Aesthetics
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 57
Thanks
To the colleagues who shared their examples, insights and feedback.
And to these flickr.com users who made their images available through Creative Commons:
Sarah Jane Rhee Some rights reserved.
Tom Mascardo Some rights reserved.
Yu Kizawa Some rights reserved.
Dave Gorman Some rights reserved.
Rachel Lovinger Some rights reserved.
©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Page 58
Questions?
Rachel [email protected]
Photo by Rachel Lovinger