1. Personas, Taxonomies and Ontologies
Mapping People To Their Work and Work to Their Systems
(Date)

2. Overview Introduction Personas Taxonomies Ontologies
Integration into It Modernization Efforts
CONCLUSION
References

3. Introduction
Letting the goal, user and task define the system rather than the other way around
giving a voice to the end user in service, system and technology choice and development
Develop systems and processes that are mission focused but service enterprise goals

4. Personas What they are: What they are not:
a narrative relating to a desired user or customer's daily behavior patterns, using specific details, not generalities
Specific Individuals
AnecdotaL / Hypothetical
Overly Broad and Unbounded
representations of a group of customers so that the company can focus its efforts
Unsourced
Structured and focused Archetypes (Models)
Atypical
biased
EMpirical & Data-Driven
Conceptual

5. PERSONAS How can we use them in IT Modernization Efforts?
Develop a fact-based model of target users, their work environments, and the tasks they perform to support the mission
Capture concrete real-world examples of user activity and cross-initiative interaction between services and technologies

6. TAXONOMIES What they are: WHat they Are Not:
a taxonomy, or taxonomic scheme, is a particular classification, arranged in a hierarchical structure or classification scheme.
Lists of attributes
non-structured
un-Constrained
a classification of things or concepts, as well as to the principles underlying such a classification.
Un-linked / Disconnected
organized by hierarchical and contextual parent-child relationships

7. Taxonomies How can we use them in IT Modernization Efforts?
Structure various job roles and mission support roles into classifications that can be mapped to service development activities
Collect bureau staff operations and task data based on job roles and location within the Department and geographic location
Create a common classification structure that can be re-used for multiple activities and initiatives

8. OntoLogies What they are: WHat they Are Not:
formally represents knowledge as a set of concepts within a domain, and the relationships between those concepts. It can be used to reason about the entities within that domain, and may be used to describe the domain
non-restricted
non-semantic
Components that lack meaning
an expectation that there be a close resemblance between the real world and the features of the model
Disconnected
Unstructured
describe individuals (instances), classes (concepts), attributes, and relations
Uses set languages to Specify and encode component interactions

9. Ontologies How can we use them in IT Modernization Efforts?
THey can be used to create a model of the tasks performed by staff and their interaction with resources and technology
standardize how we describe and model technology that can be easily understood by all levels of the IT support chain
CLearly and easily identify interrelationships of resources, staff, and activity among previously disparate appearing individuals

10. OVERVIEW Personas Model people and environments Taxonomies
Model organizations and systems
Ontologies
Model Activities and concepts

11. OVERVIEW Why should we use these techniques? Where can we use this?
What can be modeled?
WHo can use this?
How can we use this methodology?
When do you use this approach?

12. Integration Into IT Transformation The “Why”?
Standardization of “goal-seeking” COncepts
anybody can pick it up and “run” with the model
Speak with a common lexicon and language (UML)
Visual versus verbal
Requires developer of model to translate concepts

13. Integration Into IT Transformation The “Where”?
Modeling user behaviors, patterns and interaction with resources
useful for designing complex IT systems
outputs can be used in development workflow on multi-disciplinary teams
Captures items not caught in brainstorming or stories

14. Integration Into IT Transformation The “What”?
Map process activity to reach a goal
capture resources required to perform task
See interactions, develop verbs
reflects reality versus hypothetical
requires rigor to develop model

15. Integration Into IT Transformation The “Who”?
multi-disciplinary Project teamS
Information designed to be used and shared at all levels of a process
Team members not required to learn the other members specialities
Model can be shared with user to “check” the process

16. Integration Into IT Transformation The “How”?
Integration of modeling to service and technology development and implementation
Use it at the start to ensure requirements are properly acquired
Identify target users
identify activity/resource overlaps (complimentary or interference)
process Cycles around through regression and refinement
(from Evaluation back to AnaLysis, from users back to users)

17. Integration Into IT Transformation The “When”?
Utilization at the start of project scoping
identifies who and what is involved
shapes what is delivered
helps build deliverable timelines based on reality
Completing models at start helps reduce resource expenditures due to poor hypothesis

18. Persona Example BIologist focus: Ornithology [Birds] lab Equipment
Field Scientific sampling equipment
60% Field Work / 25% Lab / 15% Office
Communication
Regular Activities
Management, Other biologists, and Academics
Field counts
Shoots Photos
VOice and s
collects specimens
online systems to update field data
Technology used
Geographic Location - Northwest CONUS
Cell phone (no data service)
issues
Laptop
connectivity (voice and data)
DSLR Camera
Outdated and heavy equipment for field use

19. This is Where the sample Persona Resides in the Taxonomy
Taxonomy Example
This is Where the sample Persona Resides in the Taxonomy

20. Taxonomy Example Group by Biology Speciality Group by Ornithology

21. operating Environment
Ontology Example
Sends Data To
uses
Maintains State Of
Accesses
Placed Call
Sends Data To
Allows / Provides
operating Environment

22. Conclusion
Integrating all three (3) techniques can create a fine- grained and comprehensive model of goal-centric work
Captures realistic activity versus hypotheticals
Allows for visual mapping of elements in the system for easy reference by disparate groups
Captures elements that may have not been identified through other system development means
Private sector adoption of methodology with proven results

23. Conclusion
Creates re-usable library of research and data, lowering cost over time
Low barrier to translation of ideas across multiple disciplines (CRM vs. Engineering vs. management)
Simple and concise, however upfront effort required to collect base data
can be used to massage relationships with staff - data observation sessions produce results through Customer input
Reduces possible mistakes and re-engineering

24. References
User Experience -
User-Centric Design -
Contextual Design -
Personas -
Taxonomies -
Ontologies in IT/IS -
Ontologies (Classical) -

25. References
W3C Persona Examples -
Just Ask: Integrating Accessibility Throughout Design -
Creating User-Centered Taxonomies -
A Taxonomy of Stakeholders : Human Roles in System Development - keholder_taxonomy.htm
Ontology-Based Software Development Techniques -
Using Ontologies for Knowledge Management: An Information Systems Perspective -