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Statistically significant taxonomy
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Matt Jukes
February 18, 2017
Technology
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130
Statistically significant taxonomy
Talk at World Information Architecture 2017 in Manchester by Jonathan Porton and myself.
Matt Jukes
February 18, 2017
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Transcript
A statistically significant taxonomy.
Matt Jukes ..formerly known as ‘Head of Product, Office for
National Statistics’
Jonathan Porton ..formerly known as ‘UX Architect, Office for National
Statistics’
1.What we faced 2.What we did 3.What we learned 4.Questions
1.What we faced 2.What we did 3.What we learned 4.Questions
The Office for National Statistics is the UK’s largest independent
producer of official statistics. @jukesie @iauxbod
The website gets approximately 500,000 visitors per month. @jukesie @iauxbod
The website had approximately [shed loads] pages & documents. Publishing
an additional [boat loads] a week. @jukesie @iauxbod
The annual list of baby names is the single most
popular release. @jukesie @iauxbod
@jukesi e @jukesi e @jukesie
The site was called “..a national embarrassment” in the
Financial Times. @jukesie @iauxbod
@jukesi e According to the Parliamentary Administration Select Committee; “The
Office for National Statistics website makes figures hard to find and statistics are often presented in a confusing way..” @jukesie @iauxbod
A respondent to the website satisfaction survey ended their response
“The ONS website makes me want to cry..” @jukesie @iauxbod
The previous taxonomy for the website had 1400 categories that
went down five levels. @jukesie @iauxbod
A number of the categories were in fact empty and
reflected statistical publications that the ONS did not actually publish. @jukesie @iauxbod
The site search was referred to as like “..using
Google on LSD” @jukesie @iauxbod
1.What we faced 2.What we did 3.What we learned 4.Questions
We had to persuade a risk-averse organisation to trust us.
@jukesie @iauxbod
Outlined and agreed the approach and methodology with ONS methodology
team. @jukesie @iauxbod
Web analytics - analysis to identify patterns within the taxonomy
@jukesie @iauxbod
None
Previous research - reviewed every minute of every usability test
conducted on the website. Not the binge watch of choice! @jukesie @iauxbod
Competitor analysis - just as applicable as private sector organisations.
Lots of mini standardisations, but no real consistency @jukesie @iauxbod
Content audit - what was there, why was it there
and how the hell did it get there? Reviewed and consolidated structure and content. @jukesie @iauxbod
Card sort - closed, compromised and complicated. Yet still a
step forward. 200 participants, moderated and unmoderated. @jukesie @iauxbod
Tree tests - proposed vs status quo and benchmarking the
hell out of things. 100+ participants, moderated and unmoderated. Tested and iterated...a lot @jukesie @iauxbod
None
None
None
The new (not quite a) taxonomy for the website has
173 categories and three levels. @jukesie @iauxbod
1.What we faced 2.What we did 3.What we learned 4.Questions
Everyone has a plan until they get punched in the
mouth. Mike Tyson
Real life gets in the way of implementing research no
matter how comprehensive. @jukesie @iauxbod
There was consensus as to what made up the main
navigation categories - unfortunately nobody agreed what fitted under them. @jukesie @iauxbod
Usability tests on live website show top level is essentially
surplus to requirements. Exposing the 2nd level makes the user’s life so much simpler! @jukesie @iauxbod
Content confuses as often as clarifies and specialised terminology is
a burden even to expert users. @jukesie @iauxbod
In removing friction from publishing we had failed to capture
sufficient metadata. This became a major issue. @jukesie @iauxbod
Internal politics creep back in and the requirements of the
‘business’ start to crowd out the needs of the user. @jukesie @iauxbod
If I had my time again...
None
It should have been an open card sort.
1.What we faced 2.What we did 3.What we learned 4.Questions
@jukesi e Thanks. @jukesie and @iauxbod