1. Getting Started with User-Centered Taxonomy Design Joseph A. Busch, Senior Principal

2. Project Performance Corporation  1,300-person (325 in US) multi- disciplinary team of scientific and technical experts  Taxonomy and metadata design experts.  Systems engineers and architects.  Policy and regulatory specialists.  Project management professionals.  Certified information technology experts.  Security professionals.  Behavioral change and knowledge transfer specialists.

3. Commercial and non-governmental clients 3

4. Government clients Substance Abuse Mental Health Services Administration

5. Who we are: Joseph Busch Over 25 years in the business of organized information. – Senior Principal, PPC – Founder, Taxonomy Strategies – Director, Solutions Architecture, Interwoven – VP, Infoware, Metacode Technologies – Program Manager, Getty Foundation – Manager, Pricewaterhouse Metadata and taxonomies community leadership. – President, American Society for Information Science & Technology – Director, Dublin Core Metadata Initiative – Founder, Networked Knowledge Organization Systems/Services

6. What we do

7. Organize Stuff

8. Who are you? Your Role – Content Manager – Editor – Information Architect – Usability Expert – Librarian – Records Manager – Knowledge Engineer – Ontologist – Chief Information Officer – Communications – Administration Sector – Education – Government – Research – Other What sectors do you work in?

9. How do you organize your sock drawer? Or, like this? Like this?

10. Today’s agenda 9:00-9:3030 minIntroduction 9:30-9:4515 minRoles, sectors & interests exercise 9:45-10:3045 minDefining taxonomy 10:30-10:4515 minCoffee Break 10:45-11:0015 minNoun sorting exercise 11:00-12:0060 minJustification for business taxonomy 12:00-1:0060 minLunch 1:00-1:1515 minGovernance exercise 1:15-2:1560 minPlanning a taxonomy project 2:15-2:4530 minCoffee break 2:45-3:4560 minHow to get started 4:45-4:4560 minCase study exercise 4:45-5:0015 minQ&A, Closing

11. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

12. Taxonomy and metadata definitions Primary tools to provide structure to unstructured information. Depending on system design and use, may be front-end or back-end functionality. Taxonomy (categorization) is often actualized by applying metadata to documents. Enable findability. Search Browse Metadata

13. Taxonomy and metadata definitions Metadata – Data about data. Taxonomy – The classification of organisms in an ordered system that indicates natural relationships. – The science, laws, or principles of classification; systematics. – Division into ordered groups, categories, or hierarchies.

14. Examples of taxonomy used to populate metadata fields Metadata Title Author Department Audience Topic Topics Employee Services  Compensation  Retirement  Insurance  Further Education Finance & Budget Products & Services Support Services  Infrastructure  Supplies Metadata Values (As Taxonomy) Audience Internal  Executives  Managers External  Suppliers  Customers  Partners

15. Explaining traditional taxonomies Biological/Medical/Library Science Taxonomies – An overall organizational system with many branches or sub-branches that organizes their world of information. – Extremely rigid approach Purely subject-oriented. Consistent and methodical. Every item has one and only one correct categorization. “Instantive” Categorization Approach – Defined by “is a” relationships— each child category is an instance of the parent category. – “Pure” taxonomic approach. Kingdom  Animalia Phylum  Chordata Class  Reptilia Order  Squamata Family  Colubridae Genus  Pituophis Species  Catenifer

16. Defining the business taxonomy Categorization structure designed by and for business users – Business users as primary taggers/content contributors – Business users (or their constituents) as primary consumers Used for both (or either) primary or secondary categorization: – Primary: Navigation, Management – Secondary: Search, Tagging “ When we talk about a taxonomy, we are not only talking about a website navigation scheme. Websites change frequently, we are looking at a more durable way to deal with content so that different navigation schemes can be used over time.” – R. Daniel “Taxonomy FAQs”

17. Characteristics of business taxonomies Tend to be less rigid and constrained. Influenced by usability concerns – Minimize number of “clicks” Often content-driven – Ensure balanced content distribution. Allow flexibility, redundancy – Items may be organized into multiple categories. – May support multiple taxonomies for disparate audiences. May use one or more different categorization approaches.

18. Traditional v. business taxonomy: Side-by-side comparison Traditional Taxonomy Back-end Visibility Integration & Classification Absolute Granularity Ultimate Classification Business Taxonomy Front-end Visibility/Navigation Structure Navigation & Integration/Classification Increased Usability Simplicity

19. Example of business taxonomy

20. Business taxonomy problem: How to pick from > 5,000 faucets? Refine search by: Category Price Brand Color/Finish # Handles Series Name Water Filter? Faucet Spray Handle Shape Soap Dispenser?

21. How business taxonomy translates into front- end interface Metadata Field: Size Taxonomy Values: 4.5 5.5 6 6.5 7 8 … Metadata Field: Color Taxonomy Values: Black Blue Brown Green Grey Ivory … Metadata Field: Type Taxonomy Values: Athletic Inspired Boots Loafers and Slip-ons Oxfords and More Sandals Metadata Field: Brand Taxonomy Values: Antonio Maurizi Bacco Bucci Ben Sherman Bruno Magli …

22. How business taxonomy translates into front- end interface…for YOUR ORGANIZATION Metadata Field: Topic Taxonomy Values: Manufacturing Benefits Infrastructure Quality Safety … Metadata Field: Locale Taxonomy Values: North America Europe Asia South America … Metadata Field: Document Type Taxonomy Values: Forms Policies Procedures Reports News … Metadata Field: Department Taxonomy Values: HR Sales and Marketing Communications Shipping … ?

23. Noun exercise: Most popular flickr tags http://www.flickr.com/photos/tags/

24. Noun exercise: Facet grouping Sort flickr categories into 5 or fewer groups. Then label each group.

25. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

26. Justification for business taxonomy Easier information management. Flexibility to respond to changing needs. Foundation for findability and usability.

27. Effectiveness of business taxonomies Categorize in multiple, independent, categories. Allow combinations of categories to narrow the choice of items. 4 independent categories of 10 nodes each have the same discriminatory power as one hierarchy of 10,000 nodes (104) – Easier to maintain – Easier to reusue existing material – Can be easier to navigate, if software supports it 42 values to maintain (10+6+11+15) 9900 combinations (10x6x11x15) Main Ingredients Cooking Methods Meal TypeCuisines Chocolate Dairy Fruits Grains Meat & Seafood Nuts Olives Pasta Spices & Seasonings Vegetables Breakfast Brunch Lunch Supper Dinner Snack African American Asian Caribbean Continental Eclectic/ Fusion/ International Jewish Latin American Mediterranean Middle Eastern Vegetarian Advanced Bake Broil Fry Grill Marinade Microwave No Cooking Poach Quick Roast Sauté Slow Cooking Steam Stir-fry

28. Easier management – Greater consistency: Overall enterprise taxonomy goals for the EPA Provide a single methodology for categorizing information across offices, programs, and regions. Reduce the time it takes to successfully target and find cross- Program/Region information – Enable and enforce content linking across the agency Build common agency-wide terminology resources – Eliminate multiple, ambiguous taxonomies – Eliminate multiple glossaries, abbreviations and acronyms Group things differently depending on the context – e.g., ground water with drinking water, or ground water with water quality Get the right content to the right people in the right format at the right time.

29. Flexibility to respond to changing needs Respond to innovation – New product or service launch Respond to disruption – The boss wants something done now Target / personalize content – RSS feeds – Tailored portals Assemble new site quickly – Unfunded mandates Michael Steve

30. Foundation for findability and usability For a product catalog, e.g., HomeDepot.com – Conversion rate increases 20% increase. Petersen – Lift in average order size. 20% increase. Petersen For knowledge workers, e.g., call center support staff – Time saved 36% faster than search. Chen & Dumais. For knowledge workers, e.g., analysts – Increase in productivity 25% productivity increase from not re-creating content. Taylor. Estimated productivity loss exceeded $10M per year—about $500 per employee per year. Nielsen.

31. Common categorization schemes – Strive for topical taxonomy Hardest Easiest MethodDefinitionExamples Facet-basedInformation categorized into multiple taxonomies or “stackonomies” based on unique but pervasive characteristics including topic, function, etc. Wines by region France > Alsace Wines by type White > Chardonnay Wines by price Subject- oriented Information categorized by subject or topic.  Instantive - each child category is an instance of the parent category  Partitive - each child category is a part of the parent category water pollution, soil pollution, air pollution… FunctionalInformation categorized by the process to which it relates employment, staffing, training Organization- al Information categorized by corporate departments or business entities. Human Resources, Marketing, Accounting, Research… Document Type Information categorized by the type of document presentations, expense reports, press releases …

32. Taxonomy governance self-assessment Basic 1.Is there a process in place to examine search query logs? Yes No 2.Is there an organization-wide metadata standard, such as the “Dublin Core”, for use by search tools? Yes No Intermediate 1.Is there an ongoing data cleansing procedure to look for any redundant, obsolete or trivial content (ROT)? Yes No If there is a process, describe it briefly. 2.Does the search engine index more than 4 repositories around the organization? 3.Are system features and metadata fields added based on cost/benefit analysis, or because they are easy to do with the current applications and tools? Cost/Benefit Easy 4.Are applications and tools acquired after requirements have been analyzed, or are major purchases sometimes made to use up year-end money? Requirements Year-End 5.Are there hiring and training practices for metadata and taxonomy positions? Yes No If there is training, describe it briefly. Advanced 1.Are there established qualitative and quantitative measures of metadata quality? Yes No If there are measures, describe them briefly. 2.Can the CEO explain the return on investment (ROI) for content management, search and metadata? Yes No

33. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

34. Top down v. bottom up approach – We’re focusing on top down Top down approach Keep it broad and shallow – 6-12 top-level categories. – 2-3 levels deep. Focus mainly on the primary, top-level concepts – Keep it simple (elegant) Be inspired by schemes that already exist and are being used – Industry standards. – Local practices. When appropriate, use universally applicable divisions – Business activities. Focus on the names of people, places, organizations and things—Save the true topics for last. Bottom up approach Essentially boiling the ocean. Identify frequently occurring noun phrases in text—thousands and thousands of them. Identify every possible category, and then try to sort them into meaningful groups. Obsess over the naming of each taxonomy node.

35. Primary risks and challenges Lack of understanding Complexity Compliance Resistance to change Delay and avoidance

36. Lack of understanding Why are we building this taxonomy – What is the business problem that we are trying to solve Who are the end users – Are they being involved in building the taxonomy – Observe what end users do and how they are do it Review query logs and web analytics Sales conversion and order size statistics Business not consumer (or end user) perspective – Org chart thinking – Combining apples with oranges Confusing Document types and Department names with Topics

37. Complexity Perception that complexity validates your worth (knowledge) The tendency is to make the taxonomy more complex than it needs to be – Every possible category is described instead of just the ones needed today. – Adding categories, but not removing any. – Focus on categories that relate to what the most important content is about, or the most common user tasks.

38. Compliance Compliance is a key driver for taxonomy projects – eDiscovery – records management. – SOX / FDIC – transparency in corporate decision-making. – HIPPA – medical records security (and communication) Avoiding penalties for breaching regulations – EPA-regulated industries. – FDA-regulated products (food and drugs) – USDA-approved labels. – CMS quality improvements. Following required procedures. – Insurance claims. – Telecommunication service rates. – Customer support and complaints.

39. Resistance to change Awareness Desire Knowledge Ability Reinforce- ment Lack of:

40. Delay and avoidance ! Not invented here – We’ve been working on our taxonomy for the past 5 years. \ Inertia – We’ve always done it this way. $ Unfunded mandate – We don’t have the resources to do this. X Insubordination – I don’t want to do this.

41. What do you need to get started? Understand your Audience. Understand your Publishers/ Content Managers. Understand your Technology platform. Understand your Content. – How much content. – How it is tagged. Understand the Scope of the project. Taxonomy design projects seldom do (and never should) exist in a vacuum. Unless the project managers and designers recognize and adapt to the project constraints, the project is doomed to failure or obscurity.

42. Understand your audience End users drive the language and complexity of the structure. – Who are they? – Who is the lowest common denominator? – Define the “spectrum of experience: New Employee Tenured Employee Technophobe Young Old Native Speaker Foreign Language Technophile

43. Understand your publishers Publisher determine the reasonable complexity of a taxonomy/metadata strategy: – Acceptable amount of time per document – Number of metadata fields – Complexity of taxonomy Business Users Information Professional Part-time (Volunteer) Dedicated Position Few Publishers Many Publishers Diverse PublisherHomogenous Publishers

44. Understand your platform: CM, DM, RM, Portal, Enterprise Taxonomy design seldom works outside the context of a business mission, typically tied to a technology: Web Content Management PortalDocument Management Records Management LooserTighter Less ComplexMore Complex

45. Understand your content: How much? More content typically equals more time to re-tag with new taxonomy and metadata design Explore iterative approaches to re-tagging Take advantage of effort to clean out old or obsolete content Consider alternatives: – Auto-categorization tools – Tagging services

46. Understand your content: How is it tagged? Typically, content does not have “salvageable” metadata – Metadata mappings often don’t work. – But working with existing metadata can provide quick wins. Be willing to reduce fields to improve quality. Use business rules to automate content tagging. – Tag top-level content first Tag landing pages for major sections Lower-level pages inherit tags from top-level pages – If content originated in this department, then tag it with pre-defined values.

47. Understand your limitations Many, if not most taxonomy project fit within the context of a large project and are driven by artificial limitations: – Schedule – Budget – Personnel Relax: you’re not alone. Few taxonomy design project are perfectly resources and funded. The most important thing is to START the process. Recognize you can make due with given resources as long as you begin the process correctly and build from there.

48. Define your use cases Understand how/why you will be using taxonomy and metadata. Define who your content managers are in order to understand their capabilities: – Willingness to manually enter fields. – Ability to properly tag content. Define your audience to understand their needs: – Sorting needs. Communicate benefits to all users

49. Key components to a successful taxonomy project: Project best practices Incremental, extensible process that identifies and enables users, and engages stakeholders. Keep your audience in mind. Strive for subject-based categorization. Be consistent. Control depth and breadth. Make a long-term investment. A means to an end, and not the end in itself. Not perfect, but it does the job it is supposed to do—such as improving search and navigation. Improved over time, and maintained.

50. Common roles and responsibilities: Committees Governance Board – Review overall strategy of taxonomy and define the type of appropriate content. Taxonomy Team – Approve requests for new folders and ensure the value of content placement and metadata. Content Managers – Approve and edit content. Content Owners – Publish content and apply metadata. Group Publish Content Edit/Move Content Approve Content Request Content or Folders Create/Edit Folders Taxonomy Team ●● Content Managers ●●●● Content Owners ●●

51. Iterative design plan Identify business case Planning Discovery Form taxonomy team Form focus group Build taxonomy Maintain & evolve Testing & review Tag content

52. Communications, education and marketing Give users the ability to learn about the taxonomy by a range of means: – One-on-one meetings – Live presentations/ Workshops – Documentation – Animated Tutorials – Context Sensitive Help – White Papers Create two-way communications and prove it means something – Document decisions and archive all input. – Make all feedback available to end users. – Provide means of communication via the system. Market the value of the taxonomy and effective metadata use – mandates will not be sufficient.

53. Define governance Apply the core governance principles to your taxonomy and metadata strategy: – Roles and Responsibilities – Managers Reviewers – Policies – For naming Required Fields – Procedures – For reviewing and approving metadata placement For acting on poor metadata application

54. End user focus Recognize that users may think about and look for information in different ways Understand your business practices and use the most appropriate categorization method(s) Consider multiple taxonomies for disparate audiences Use familiar vocabulary and organizational schemas to ensure a logical browsing experience.

55. Leverage existing metrics: Passive and active Active (Survey/Interviews) – Perform online and in-person interviews – Provide feedback mechanisms on every screen – Conduct pre- and post-rollout surveys Passive (Usage Monitoring) – Identify components that are not being used in order to address improvements – Alert administrators to empty folders, too many documents, or a proliferation of other components – Identify most popular components in order to learn from them – Identify the terms users are searching for and the folders in which they are browsing to provide similar content – Identify inactive users to address their issues

56. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

57. The workshop concept A working session that includes – Problem-solving, and – Hands-on activities To involve participants in a accomplishing practical task.

58. Recommended workshop configuration: FDA Taxonomy Committee Selection Criteria Represent internal business functional areas – IT (CIO, Web Operations, Systems Administration, Application Development, etc.) – Communications and Public Affairs. – Administration (HR, Financial Management, etc.) Represent program areas – Biologics, Devices, Radiological Health, Drugs, Food Safety, Nutrition, Veterinary Medicine and Toxicology. – Regional offices, Regulatory Affairs and Office of the Commissioner. Have information management responsibility related to any or many phases of the content lifecycle – Planning  Creation  Management  Publication  Archiving. Be of a manageable size – a minimum of 6 and maximum of 12 members.

59. Primary goals Surface business value of taxonomy. Involve taxonomy stakeholders and end users. Discover high-level taxonomy that can be modified and extended over time.

60. Sample agenda 9:00-10:00Introductions and project overview. 10:00-11:15Exercise 1: Information seeking use case exercise and discussion. 11:15-11:30Break 11:30-12:45Exercise 2: Identify and agree on intranet audiences. 12:45-1:30Lunch 1:30-2:45Exercise 3: identify and group tasks (what you do and what other people want to do on the intranet) 2:45-3:00Break 3:45-4:30Exercise 4: Identify and group topics. 4:30-5:00Summarize and discuss next steps.

61. Exercise 1: Define value statement EPA Success measures – Usage metrics Reduce FOIA requests/costs. Expand use to include different types of people (new audiences) Improve customer satisfaction survey results – Score higher on American Customer Satisfaction Index (ACSI) government-wide survey. Improve OMB Performance and Accountability Reports (PARS) – Show cause and effect especially between regulation & measured outcome, e.g, arsenic removed from water and health. – Provide more visibility for research pages. Reduce cost per unique user (UU) – Increase Webstats (page hits) Increase number of successful website searches.

62. Exercise 2: Define audience types and differentiators “I should get the official stance of the organization on an issue … not a bunch of items dated from around the same time.” Our 1.3 million realtor members are not technically savvy. [On current website, it's] “hard for the user to really get a grasp of what's going on.” – e.g., Joe Realtor trying to find information about diversity. Aggregation (2d level pages) mostly reflect the org chart. Audiences Association Executives Policy Makers Consumers Lawyers & Legal Counsel Media NAR Members NAR Staff NAR Leadership Geographic Areas Property Types Business Activities Differentiators

63. Exercise 2: Define audience types and differentiators Differentiators Audience Situation: Audience situation(s) to whom the conference is relevant. Perspective: Overall tone of the content – emotional, clinical or practical. Clinical Characteristics: Specific cancer type(s) or other clinical characteristics discussed during the conference, or relevant to the conference. Audiences Multiple Audiences Patients Family & Friends Press & Public Clinicians & Providers Worried Well Situation Perspective Differentiators Clinical Characteristics

64. Exercise 3: Define verbs – What people want to do – NASA Taxonomy use case domains Project Manager – “I’d like to see all documents at a certain level in the WBS.” E.g., All planning docs relating to project management. Scientist – “I’d like to see what types of data were returned on earlier missions using a particular instrument to help with the Science Definition Goals of my new proposal.” Cognizant Engineer – “I’d like to see all problem failure reports on a sub-system I designed and flew 5 years ago so I can incorporate the lessons learned into my current mission.” Project Information Management Engineer – “I’d like to see the status of all Phase B documents that I need to prep for an upcoming CDR gate review so I know we’re ready.” Operations Engineer – “The space craft is experiencing some behavior anomalies. I’d like to look at all quality control records and test results relating to the specific sub-system that’s producing errors, so we can figure out how to fix the system and continue the mission.”

65. Exercise 4: Define nouns/topics Absolute Auctions ADA Advocacy Agency Disclosure Americans with Disabilities Act Appraisal Auctions Benefits Benefits Blackberry Branding Brokerage Management Brownfields Business Activity Business Issues Business Lifecycle Buying Closing Commercial Finance Commercial Green Buildings Commercial Real estate Commercial Research Compliance Computer Software Computers Consumer Surveys Conventional Residential Lending Customer Follow-Up Development Impact Fees Digital Cameras Digital Photography Diversity Downzoning Economic Forecasts Economic Indicators Environment Environmental Issues Errors & Omissions Insurance Ethics Fair Housing Farm Land Governance Government Affairs Green Roofs Ground Leases Ground Leases Growth Management Health Hiring History Hotel / Motel Properties Housing Statistics Human Resources Human Resources Inclusionary Zoning Industry Surveys Insurance Insurance Availability International Real Estate International Research Issues Keeping Customers Land Lead-Based Paint Leadership Legal Legislative Affairs Liability License Laws Listing Lobbying Low-Income Housing Tax Credits Luxury Homes Marketing a Brokerage Membership Military Base Closings Minimum Bid Auctions Mold & Health Issues Multi-Family Properties NAR Membership Negotiating Networking Computers New Homes Office Properties Offices Online Auctions PDA Personal Marketing Property Marketing Property Types Property Values Prospecting Real Estate Transfer Taxes Recruitment Remote Access Representation Research & Analysis Reserve Auctions Residential Real Estate Resorts Retail Properties Retaining Customers Retaining Top Personnel Retention Risk Management Sales Meetings Second Homes Selling Smart Growth Smart Growth Stigmatized Homes Tax Issues Taxes Technology Underground Storage Tanks Water Rights Website Development Wireless Access Workplace Trends Zoning Zoning Laws Zoning Ordinances

66. Find commonalities Advocacy & Lobby – Business Issues Commercial Finance Conventional Residential Lending Diversity Environmental Issues Fair Housing License Laws Smart Growth Tax Issues Brokerage Management – Human Resources & Benefits Leadership Marketing a Brokerage Offices & Facilities Recruitment & Hiring Retaining Top Personnel Risk Management Sales Meetings Workplace Trends Business Activity & Lifecycle – Appraisal & Property Values Auctions Buying Representation Selling Legal & Liability Topics – Agency Disclosure Compliance Health & Environment Insurance Taxes Zoning & Land NAR & Membership – Branding Ethics Governance History Membership Property Types – Commercial International Land Residential Resorts & Second Homes Research & Analysis – Commercial Research Consumer Surveys Economic Indicators & Forecasts Housing Statistics Industry Surveys International Research Technology – Website Development Computer & Networking Hardware Computer Software Cameras & Photography Wireless & Remote Access

67. Identify non-topical terms for additional metadata fields Content types – Listserv Magazine News Service Report Newsletter Research Publication Statistics Organizations – Affiliates Association Executives Board Business Specialties Committees Communications Division Executive Offices Government Affairs Division Legal Affairs Division Marketing & Business Development Division Research Division Geographic Areas – Countries NAR Regions SMSAs States Audiences – Association Executives Policy Makers Consumers Lawyers & Legal Staff Media NAR Members NAR Staff NAR Leaders

68. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

69. Overall project objectives Establish and review high-level requirements for SAMHSA clearinghouses product tagging, web presentation and search. Define appropriate metadata structure and controlled vocabularies to: – Provide unified access to NCADI and NMHIC product catalogs. – Consider application to other SAMHSA web content. – Align scheme with other relevant HHS and private resources. Develop taxonomy editorial rules, usage guide and change management recommendations. Prepare task-based scripts for testing usability of the taxonomy to effectively search for and navigate unified product catalog.

70. SAMHSA Health Information Network home page (http://www.samhsa.gov/shin/moreaboutshin.aspx)http://www.samhsa.gov/shin/moreaboutshin.aspx

71. National Clearinghouse for Alcohol and Drug Information - NCADI Home Page (http://ncadi.samhsa.gov/)http://ncadi.samhsa.gov/

72. National Mental Health Information Center – NMHIC Home Page (http://mentalhealth.samhsa.gov/)http://mentalhealth.samhsa.gov/

73. SAMHSA Office of Applied Studies (http://www.oas.samhsa.gov/)http://www.oas.samhsa.gov/

74. National Institute of Mental Health – NIMH: Mental Health Disorders (http://www.nimh.nih.gov/health/publication s/the-numbers-count-mental-disorders-in- america.shtml)http://www.nimh.nih.gov/health/publication s/the-numbers-count-mental-disorders-in- america.shtml)

75. ICD 10 Chapter V (http://www.who.int/classifications/apps/icd/icd10online/)http://www.who.int/classifications/apps/icd/icd10online/ Mental and behavioural disorders (F00-F99 ) F00-F09Organic, including symptomatic, mental disorders F10-F19Mental and behavioural disorders due to psychoactive substance use F20-F29Schizophrenia, schizotypal and delusional disorders F30-F39Mood (affective) disorders F40-F48Neurotic, stress-related and somatoform disorders F50-F59Behavioural syndromes associated with physiological disturbances and physical factors F60-F69Disorders of adult personality and behaviour F70-F79Mental retardation F80-F89Disorders of psychological development F90-F98Behavioural and emotional disorders with onset usually occurring in childhood and adolescence F99Unspecified mental disorder

76. High-level taxonomy: Facets & query log terms Sort terms from the SAMHSA query logs into buckets, and then label them.

77. High-level taxonomy: User groups, questions and tasks User GroupsQuestions or Tasks Based on the SAMHSA Program Review and Needs Sensing reports executive summaries, list 5 user groups who are likely to use the SAMHSA clearinghouses. Then list the questions they are likely to want to answer, or tasks that they want to accomplish.

78. Agenda Defining business taxonomy Justification for a business taxonomy Planning a taxonomy project How to get started Case study Closing

79. Rinse and repeat The taxonomy should be built in an iterative fashion, with more content and broader review for each iteration.

80. Review of total methodology Know the ROI case – what is the benefit you want and what can you afford in the way of tagging, software, and other expenses. Know the content to be categorized and the people who will use it. Have an idea of the UI they will use to access the content. Get the team together. Go through the process, in an iterative manner.

81. The 9 steps to successful taxonomy design Identify business case Planning Discovery Form taxonomy team Form focus group Build taxonomy Maintain & evolve Testing & review Tag content

82. ¿ Questions? Joseph A. Busch, + 415-377-7912, jbusch@ppc.com http://www.ppc.comjbusch@ppc.com http://www.ppc.com