Statistically significant taxonomy

Transcript

1. A statistically significant taxonomy.

2. Matt Jukes ..formerly known as ‘Head of Product, Office for

   National Statistics’

3. Jonathan Porton ..formerly known as ‘UX Architect, Office for National

   Statistics’

4. 1.What we faced 2.What we did 3.What we learned 4.Questions

5. 1.What we faced 2.What we did 3.What we learned 4.Questions

6. The Office for National Statistics is the UK’s largest independent

   producer of official statistics. @jukesie @iauxbod

7. The website gets approximately 500,000 visitors per month. @jukesie @iauxbod

8. The website had approximately [shed loads] pages & documents. Publishing

   an additional 
 [boat loads] a week. @jukesie @iauxbod

9. The annual list of baby names is the single most

   popular release. @jukesie @iauxbod

10. @jukesi e @jukesi e @jukesie

11. The site was called
 “..a national embarrassment” 
 in the

    Financial Times. @jukesie @iauxbod

12. @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

13. A respondent to the website satisfaction survey ended their response


    “The ONS website makes me want to cry..”
 
 @jukesie @iauxbod

14. The previous taxonomy for the website had 1400 categories that

    went down five levels.
 
 @jukesie @iauxbod

15. A number of the categories were in fact empty and

    reflected statistical publications that the ONS did not actually publish.
 
 @jukesie @iauxbod

16. The site search was referred to as like 
 “..using

    Google on LSD”
 
 @jukesie @iauxbod

17. 1.What we faced 2.What we did 3.What we learned 4.Questions

18. We had to persuade a risk-averse organisation to trust us.

    @jukesie @iauxbod

19. Outlined and agreed the approach and methodology with ONS methodology

    team. @jukesie @iauxbod

20. Web analytics - analysis to identify patterns within the taxonomy


    
 @jukesie @iauxbod
21. None

22. Previous research - reviewed every minute of every usability test

    conducted on the website. Not the binge watch of choice!
 @jukesie @iauxbod

23. Competitor analysis - just as applicable as private sector organisations.

    Lots of mini standardisations, but no real consistency @jukesie @iauxbod

24. 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

25. Card sort - closed, compromised and complicated. Yet still a

    step forward. 200 participants, moderated and unmoderated.
 
 @jukesie @iauxbod

26. 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
27. None
28. None
29. None

30. The new (not quite a) taxonomy for the website has

    173 categories and three levels.
 
 @jukesie @iauxbod

31. 1.What we faced 2.What we did 3.What we learned 4.Questions

32. Everyone has a plan until they get punched in the

    mouth. 
 
 Mike Tyson

33. Real life gets in the way of implementing research no

    matter how comprehensive.
 
 @jukesie @iauxbod

34. There was consensus as to what made up the main

    navigation categories - unfortunately nobody agreed what fitted under them.
 @jukesie @iauxbod

35. 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

36. Content confuses as often as clarifies and specialised terminology is

    a burden even to expert users. 
 
 @jukesie @iauxbod

37. In removing friction from publishing we had failed to capture

    sufficient metadata. This became a major issue.
 
 @jukesie @iauxbod

38. Internal politics creep back in and the requirements of the

    ‘business’ start to crowd out the needs of the user.
 
 @jukesie @iauxbod

39. If I had my time again...

40. None

41. It should have been an open card sort.

42. 1.What we faced 2.What we did 3.What we learned 4.Questions

43. @jukesi e Thanks.
 @jukesie and @iauxbod