TAXONOMY DESIGN: All You Need to Know about Taxonomy for Government Web Platforms Zach Wahl and Tatiana Baquero Project Performance Corporation (PPC) November 16, 2010

Agenda Methodology for Content Categorization Key Elements for an Intuitive Taxonomy Validation and Compliance Challenges Best Practices and Lessons Learned Conclusion Taxonomy Design

Methodology for Content Categorization Taxonomy Workshops – 1st level taxonomy Focus Groups – 2nd and 3rd levels Card Sorting and Follow-up – validation Taxonomy Design

Taxonomy Workshops Convene a diverse group of users (representative of end users) Focus needs of end users and content owners Simplify requirements and guidelines to most basic level Recognize that “better” is “good enough” to start; move forward from there Set expectations for long-term process Focus on iterative design and evolutionary improvement User Focus Simplification Iteration Taxonomy Design

Taxonomy Workshops: Recommended Configuration Schedule – Three days, mix of training and exercises Audience – Mix of subject matter experts and project owners representing a cross section of key departments/business units: Human Resources Sales IT Mix levels but try to secure time for discussion and new concepts 15-18 attendees maximum Taxonomy Design

Taxonomy Workshop: Primary Goals Define taxonomy, metadata, and related terms consistently Set expectations for long and challenging process: People, by nature, do not agree on concepts, naming, and categorization We don’t know all user needs (and won’t throughout the process) Not everything we do will be intuitive to all users The taxonomy will never be completely finished or completely “right” Establish overall goals – create a “Starter Taxonomy” and initial metadata strategy to be used as a jumping-off point Taxonomy Design

Taxonomy Workshop: Follow-on Process Consistently and repeatedly test progress using combination of card sorting exercises, focus groups, and usability surveys Engage additional end users for validation and guidance Hold additional workshops to refine and provide greater detail Utilize focus groups for further validation and naming Match with analytics, content analysis, and technologies as complexity increases Taxonomy Design

Methodology for Content Categorization Key Elements for an Intuitive Taxonomy Validation and Compliance Challenges Best Practices and Lessons Learned Conclusion Taxonomy Design

Key Elements for an Intuitive Taxonomy Engage a good mix of content experts and content users Use the language that the organization speaks Ensure usability and simplicity Pull together disparately located content Engage internal and external users, if necessary Taxonomy Design

Methodology for Content Categorization Key Elements for an Intuitive Taxonomy Validation and Compliance Challenges Best Practices and Lessons Learned Conclusion Taxonomy Design

Validation and Compliance: Regulatory Language should be consistent and compliant with federal and state statues, acts, and regulations Words should not change the meaning of key information to avoid the risk of lawsuits Work closely with the rule making team, if a new rule is being developed in relation to the new Web Platform Taxonomy Design

Validation and Compliance: Organizational Engage each involved organizational area in the use and maintenance of the taxonomy Request input from each area to ensure a cross-organizational taxonomy Identify differences in the meaning of words based on professional background, job responsibilities, or hierarchical position Use web-based card sorting exercises Taxonomy Design

Validation and Compliance: External Engage the office of public relations for public facing portals Facilitate external focus groups Taxonomy Design

Validation and Compliance: Analytical (KPIs) Review management reports at every level of the agency to ensure collection of the desired information Consider adding a second level taxonomy to allow for both detailed and high-level data analysis Engage upper management to ensure that the Web Platform will bring the information that the agency needs Taxonomy Design

Validation and Compliance: Technical Make sure that the tool you select allows for a complete implementation of desired taxonomy and search features Ensure that metadata fields allow for easy classification and search of information Provide help text to assist users in making better selections when entering or looking for content Taxonomy Design

Methodology for Content Categorization Key Elements for an Intuitive Taxonomy Validation and Compliance Challenges Best Practices and Lessons Learned Conclusion Taxonomy Design

Challenges Resistance to Change Multiple and Endless Validations and Approvals Updates to the Taxonomy Old Taxonomies Linked to Legacy Data External Validation Taxonomy Design

Methodology for Content Categorization Key Elements for an Intuitive Taxonomy Validation and Compliance Challenges Best Practices and Lessons Learned Conclusion Taxonomy Design

Best Practices and Lessons Learned Facilitate Cross-Organizational Taxonomy Sessions Gain Management Support Communicate the Evolving Nature of Taxonomy Map New Taxonomies to Legacy Data Identify All Possible Audiences Taxonomy Design

Thank You! Contact: Tatiana Baquero, +1-703-748-7082, tbaquero@ppc.com Zach Wahl, +1-703-626-6976, zwahl@ppc.com www.ppc.com  blog.ppc.com Taxonomy Design