DESIGN AND MODELING OF INFORMATION AND EXPERIENCES

Taxonomy Bootcamp 2013

11.06.13 factorfirm.com

UX Techniques for Better Information Modeling

Philosophy

http://www.flickr.com/photos/thisisbossi/4607840005/

User Research

Now with more awesome!

http://www.flickr.com/photos/thisisbossi/4607840005/

Heaven knows I’m miserable now….

What does this really mean?

Open Card Sorting:

www.rosenfeldmedia.com/books/cardsorting/

Closed Card Sorting:

www.rosenfeldmedia.com/books/cardsorting/

Tree Testing (aka “Reverse” Card Sorting)

http://dux.typepad.com/dux/2011/03/method-9-of-100- reverse-card-sorting.html

How to get more out of

Un-moderated

Generative vs.

Evaluative

Getting Beyond

Other UX Techniques - Personas

Persona example property of UW Medicine.

Common Taxonomies found in Personas

•  Stage of life •  Geography / Location •  Specialties •  Types of products / services they desire /

interact with •  Areas of interest •  Common channels they interact with •  Customer Segment •  Gender Etc…

Experience Modeling Discover Consider Decide

Attachmate Enters

Find information for the people who need

it

Training offerings

Share

Collect feedback in collaborative tools

TCO and ROI Calculators

Training Offerings

TCO and ROI Calculators

TCO and ROI Calculators

Implementation planning kit

How to guide: plan deployment Product road map

Not

Sur

e

Not

Sur

e

No

No

No

No

No

No

No No

Yes

Yes YesYes

YesYes Yes Yes

Content:

Decision

Process

Content

Start/stop

DougIT Influencer

MeganBusiness Influencer

BenBusiness Decision Maker

Yes

No

Not

Sur

e

No

Yes,

mod

erni

ze

No, continue

Yes Yes

Yes

No

Renewal

New Customer or Expansion

⁃ Third party blog posts⁃ Validating content from third parties⁃ Sales campaigns from Attachmate representatives⁃ Social media posts⁃ Company background information⁃ Common criteria and guidelines for internal audits⁃ Internal helpdesk records

⁃ Implementation planning kit⁃ TCO & ROI calculators⁃ Case studies by vertical⁃ Expert briefs on best practices⁃ Company background

⁃ Solution briefs by trends⁃ Case studies by vertical⁃ Expert forecast of landscape⁃ Trends in security and productivity⁃ Best practices by vertical⁃ Expert briefs on best practices

RobertIT Decision Maker

User Goals: ⁃ Feel confident in my needs assessment⁃ Feel confident in my provider selection⁃ Fulfill request from a superior⁃ Make life easier⁃ Maintain continuity

⁃ Feel confident in my product selection⁃ Garner internal support⁃ Identify detailed requirements⁃ Assess solutions against requirements⁃ Understand the implications of a purchase or renewal⁃ Communicate findings to other stakeholders

⁃ Garner internal support⁃ Successfully implement and deploy solution

⁃ Product roadmap⁃ TCO & ROI calculators⁃ Category solution comparisons⁃ How to guide: Choose a solution⁃ How to guide: Plan deployment⁃ Training offerings information⁃ Implementation planning kit

Megan:

In a strategy meeting for the next year, Megan identifies an important tactical need that her company’s computer systems won’t support. After getting approval from her superior, she dives into the problem. She sees Attachmate on a list of approved vendors, and discovers that another sector of the company has been using an Attachmate solution for a similar problem.

She investigates to makesure the solution solves her immediate problem, and spends a brief amount oftime on TCO & ROI calculators onAttachmate.com to make sure it’s feasible for them, and she knows she will be asked for Attachmate’s Product Roadmap, so she saves all of this information to her shared project space for eventual distribution to other stakeholders.

Megan holds a meeting to brief stakeholders and leadership, who give their support to the expansion. Once the decision is made to move forward, she contacts their existing sales representative.

After she has a good handle on her information, she prepares for briefing leadership and other stakeholders by routing tech and business information to the people best suited to consuming it. She uses the project space to collaborate with other members of the company and creates a comprehensive presentation of the product.

Megan's company recently merged with another large corporation, and they’ve been having difficulties because of the differences between their legacy systems.

In determining the exact nature of her company’s new needs, Megan consults solution briefs by trend, to see if similar problems are common in the corporate world today, and case studies by vertical, to see if companies in similar industries have been successful in navigating these problems.

To make sure that Attachmate’s product is a good fit for their business, Megan reads through product roadmap and solution briefs. There are technical questions she’s not sure about, though, so she brings it up with Robert, who hands it off to Doug for research.

After she’s collected feedback from her colleagues, Megan presents the proposed course of action at a meeting with the stakeholders. The feedback from the meeting is positive, so Megan begins collaborating with leadership to review and confirm the details, ensuring that everything is in order.

Everybody seems to think it will work, so she focuses on building her case, collecting data from the TCO & ROI calculators on Attachmate.com and relevant information from expert briefs and case studies.

After all her stakeholders are onboard, they decide to continue with the new solution and contact their sales representative to start the buying process.

Doug:Doug's superiors notify him that they have failed a security/risk audit and assign him to find a solution to make sure it doesn’t happen again. He begins to investigate the problem, and determines that none of their usual vendors offer solutions.

While conducting research online, Doug sees several references to Attachmate, which deals with this kind of problem frequently. He checks them out to make sure they’re a good company to do business with, and the company background information on the website, as well as third party information online, convinces him easily.

Attachmate.com shows him several examples of expert briefs on best practices in his industry, and how their products can solve common problems like his. He dives deeper into the solution briefs to make sure Attachmate’s product will work with all the systems his company has in place.

In order to learn more, he provides some credentials so that he can access a tool where he can save content from the website, share it with others, and make notes. As he checks the solution against his requirements, he makes notes in this project space.

There are business and information security questions he can’t answer, though. In order to resolve those questions, he forwards the appropriate information to the other stakeholders, Ben, Megan, and Robert, with a short message explaining the project.

They all make notes based on their expertise, with their impressions and questions about the product, and Doug plans a meeting with leadership.

Through the Attachmate project space, he’s able to create packets of information to distribute to everybody at the meeting, where they can quickly see that this solution is a good fit and that all the stakeholders are bought in, as well.

After everybody determines it is the best solution for this problem, they move ahead with the sales team.

Doug's company has been a Reflection customer for several years, and IT’s internal renewal tracking system notifies him that their license and maintenance benefits will expire soon.

After performing an internal audit, Doug determines that Reflection has been very valuable to them so far.

He’s not sure, though, whether they should continue with it indefinitely. It’s a good way to interface with their legacy systems, but his superiors might at some point decide to modernize those systems.To decide, he consults with Robert to see if there are any strategic architecture changes on the roadmap.

Doug confirms with Robert that they're continuing with the current architecture for this renewal period.Based on the information they find on Attachmate.com and talks with their long-standing sales representative, they decide that Reflection is still a better option than a new system.

After everybody has weighed in and collected their comments on the project space, Doug presents the proposed course of action at a meeting with the stakeholders. The feedback from the meeting is positive, so he gets back in contact with their sales representative and the renewal goes forward.

In order to keep the renewal process moving forward, Doug consults Attachmate’s product roadmap and TCO & ROI calculator, to make sure he knows what they’re really signing up for.

In preparation for briefing the stakeholders and getting final approval, Doug collects IT and business information through the site and saves it to his project space and routes it to the appropriate people in his organization.

Megan's company has previously contracted with Attachmate, and they’ve been happy with the service, but the current project is unlike any of the previous ones.

Robert:

Once the stakeholders have signed off on the renewal, Robert helps review and check all of the gathered material, including case studies, tech specs, and ROI and TCO numbers. He then ensures that each part of the organization is appraised and comfortable with Attachmate's solution before he contacts sales.

Before briefing the stakeholders, Robert confirms the details of the product roadmap, collects information on the ROI and TCO calculations, and reviews training offerings, sharing his findings with other members of the company to create a comprehensive presentation of the product.

Once the stakeholders are briefed and have signed off on the course of action, Robert helps review and check all of the gathered material and associated notes, including case studies, tech specs, and the ROI and TCO calculations.

He then ensures that each part of the organization is consulted and comfortable with Attachmate's solution before he contacts a sales representative.

New

Rene

wal

New

Expa

nsio

nNe

wRe

new

al

Once the stakeholders have been briefed, Ben helps review and check all of the gathered material, including case studies, tech specs, and the ROI and TCO calculations.

After reviewing her comments and the sources she consulted, Ben also reviews the how-to guide for deployment and an implementation planning kit to make sure it’s a feasible situation for their current business situation.

He then ensures that each part of the organization is appraised and comfortable with Attachmate's solution before contacting sales.Ne

w

Ben: He attaches his comments to the documents in the project space, and shares them with other stakeholders before scheduling a meeting to review Attachmate’s solution.

After she learns more about the business side of it, she routes information to Doug for checking against IT requirements.

Note: Robert and Ben do not appear in the early stages of the process because they are consumers of this information.

Security Breach

Merger/Partnership

Audit Failure

Do I understand my specific need?

Does this solution support my

requirements?

Trends in security and productivty

Expert briefs of best practices

Do my stakeholders know what they need

to?

Category solution comparisons

Does leadership understand the

implications of this purchase?

Is the organization bought in?

Review materials generated during collaboration via

project portal

Do we want to move forward with Attachmate?

Follow up / Post-mortem

with Sales

Sales

Review shared materials on project

portal

Consult an expert

Expert briefs on best practices

Potential nurture email from

Attachmate if this process stalls

Do I understand the implications of this

renewal?

Product Roadmap

Should we continue with this solution

(emulation)?

Is it time to modernize?

Expert forecast of landscape

Product roadmap

Can an existing vendor fill this need?

Is this similar to anything we're

currently doing?

Do I understand the implications of this

expansion?

Is this a credible solution?

3rd party validation

Company background

Expert Brief on Best Practices

Product Roadmap

Consult an expert

3rd party blog posts

Social media

Link from sales campaign

Tactical Need

Save materials with the project portal

Share materials with peers

Internal renewal tracking

Contact from Sales

Internal License Audit

Have we gotten value out of this?

Common criteria and guidelines

Internal audit

Internal Helpdesk records

ROI & TCO Calculator

Case Studies by vertical

Company Background

Implementation planning kit

Case studies by vertical

Expert Forecast of landscape

Solutions briefs by trends

Best practices by vertical

Expert Forecast of landscape

Hand off for detailed research

TCO and ROI Calculator

TCO and ROI Calculators

Contact sales / consult an expert

How to guide: choose a solution

Internally identify general need

Common Taxonomies found in Experience Models

Interactions dependent on information delivery Example – Doug uses an interactive demo to explore features of a product Content types Example – “Doug was looking for a White Paper…” Content Type = “White Paper” Information relationships and dependencies Example – People need to find services by customer goal and location (so the services must be linked to the geography taxonomy and user goals, or goals and locations must be linked explicitly) Frequency of use / or change Example – ‘Products are re-branded every year…” taxonomy must allow for product re-naming and track previous product names

Navigation Models

Arkansas Alaska Alabama

States

etc.

Prototyping

Common Taxonomies found in Prototypes •  Content Types •  Taxonomies

•  Search requirements “search box” Search driven content presentation

•  Content and Taxonomy relationships

•  Relationships between taxonomies

Resources: Card Sorting – Donna Spencer Mental Models – Indi Young Prototyping – Todd Zaki Warfel rosenfeldmedia.com

DESIGN AND MODELING OF INFORMATION AND EXPERIENCES

04.23.13 info@factorfirm.com http://factorfirm.com

@factorfirm

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