Taxing taxonomies - wrestling with Domain Models

Patrick Sansom | Taxing Taxonomies - wrestling with Domain Models 1
Taxing Taxonomies
- wrestling with Domain Models
Patrick Sansom | User Experience Designer | t @Patrick_Sansom
Version 2.1
UX Camp Europe 2013

What this presentation is about
j What is Domain Modelling ?
k A challenging project
l Summary

Core model
An example - Food
Ingredients
Recipes
Chefs
Use
Combine
Create

Core model
Ingredients
Recipes
Chefs
Use
Combine
Create
Use
Ainsley Harriott
An example - Food

Core model
An example - Food
Ingredients
Recipes
Chefs
Use
Combine
Create
Use
Kidney beans
Ainsley Harriott

Core model
An example - Food
Ingredients
Recipes
Chefs
Use
Combine
Create
Combine
Create
Use
Kidney beans
Chilli con carne
Ainsley Harriott

Core model
An example - Food
Ingredients
Recipes
Chefs
Use
Combine
Create
Combine
Create
Use
Kidney beans
Chilli con carne
Ainsley Harriott
Rice and peas

An example - Food
Combine
Create
Use
Kidney beans
Chilli con carne
Ainsley Harriott
Rice and peas
Core model
Ingredients
Recipes
Chefs
Use
Combine
Create
Tag
Tag
Tag

Core model
An example - Food
Ingredients
Recipes
Chefs
Use
Combine
Create
Meals
Users
Associated model
Courses
Dishes
cook
served as
comprise
eat
Tag
Tag
Tag
Use
Web
view
e.g. a ‘Mexican Feast’

j Conceptual diagram representing a specific subject area

k Shows the main entities and relationships

l Maps just the key concepts & logic of a domain – relevant to your use

l Maps just the key concepts & logic of a domain – relevant to your use
m Linked by tags in a meta-data schema

An example - Infrastructure Journal

IJ homepage
A website that assists investment
planning, by providing information on
global infrastructure projects (and the
transactions associated with them)

Core model
Project
Transaction
Company
The core Domain Model consists
of Projects with associated
Transactions, and Companies that
are involved in the Transcactions
and/or the Projects

Projects have
associated...

Projects have
associated...
... Transactions and...

Projects have
associated...
... Transactions and...
... Companies can be invoved in both Projects and Transactions

Core model
Project
Transaction
Company

Core model
Project
Transaction
Company
Sector
Region
Tags

Core model
Project
Transaction
Company
Sector
Region
Tags
An example - Infrastructure Journal Ubiquitous
language

Core model
Project
Transaction
Company
Sector
Region
Tags
Tagged content,
for example a
Company listing

Core model
Project
Transaction
Company
Bounded context
Sector
Region
Tags
A discrete
Domain Model

Sector
Region
Tags
Core model Associated content, such as Events...
Event type
Date
Location
Sponsor
Speaker
Attendee
Project
Transaction
Company
Bounded context

Sector
Region
Tags
Core model Associated content, such as Events...
Event type
Date
Location
Sponsor
Speaker
Attendee
Project
Transaction
Company
Article
Feature
Opinion
... or News items
Bounded context

Sector
Region
Tags
Core model
Event type
Date
Location
Sponsor
Speaker
Attendee
Project
Transaction
Company
Article
Feature
Opinion
Bounded context
Associated content, such as Events...
... or News items

Sector
Region
Tags
Core model
Event type
Date
Location
Sponsor
Speaker
Attendee
Project
Transaction
Company
Article
Feature
Opinion
Bounded context
... or News items

Sector
Region
Tags
Core model
Event type
Date
Location
Sponsor
Speaker
Attendee
Project
Transaction
Company
Article
Feature
Opinion
Bounded context
... or News items
Content can be linked generally and
directly using the Domain Model tags

Design Spark A ‘community’
website where
Electronic Design
Engineers can
share knowledge
about their field

The challenge
A confusing IA and a
diverse set of content
types, features and
functional requirements
Price, availability and purchasePrice, availability and purchasePrice, availability and purchasePrice, availability and purchase site-wide presence
Geo-tartgeted
ToolsToolsToolsTools
Apps and files to dowload
EDA library manager to
link the Product catalogue
to the DS_PCB tool
PCB prototype tool
SpotlightSpotlightSpotlightSpotlight Featured content on homepage or elsewhere
ConnectConnectConnectConnectUser to user
Design CentreDesign CentreDesign CentreDesign Centre
Made up of themes, such as LED Lighting,
Embedded Computing etc and especially the PCB
Branded differently to identify it as a special section
Dynamically populated,
but editorially managedText and AV content
Documents to download
User and expert reviews
DS-PCBDS-PCBDS-PCBDS-PCB
PCB content area
PCB prototype tool
PCB library
PCB prototype quote tool
Suppliers directorySuppliers directorySuppliers directorySuppliers directory
RegistrationRegistrationRegistrationRegistration
Low barrier to entry Single sign-in for DS and RS
Sign-in via social media
User dashboardUser dashboardUser dashboardUser dashboard
Users can review/modify personal data, connections/
community, follow content types, follow certain users,
their own contributions, notifications, etc
Integration with RS membership
Semi-pro usersSemi-pro usersSemi-pro usersSemi-pro users
Semi-pro users who contribute
content, reviews, blogs, etc
Regular usersRegular usersRegular usersRegular users
For the more passive members who will
consume more than they contribute
Content mangement dashboard for DSContent mangement dashboard for DSContent mangement dashboard for DSContent mangement dashboard for DS
DS emailer, newsletters, texts, other social media
Analytics Google etc
IBM core metrics
Moderation Roles and permissions
Content moderation
Content creation and uploading files, app, documents, etc
Advertising Control over creation and placement of online ads
High quality buildHigh quality buildHigh quality buildHigh quality build
Web standards, accessibility, HTML5, CSS3, etc
SEO optimised content
Responsive Web Design
Archiving facility
BlogBlogBlogBlog Possibly implemented in Drupal
ForumForumForumForum
An more effective implementation than the current Q&A section
Will link to contributions across the site
Will this include a separate Q&A section within the Forum?
Education areaEducation areaEducation areaEducation area
Introductions to technology
'How to' guides
FAQs
Career advice
Jobs
Offers – linking to Promotion area
Product catalogueProduct catalogueProduct catalogueProduct cataloguePrice, availability and purchase
Partner dashboardPartner dashboardPartner dashboardPartner dashboard
Page and content
creation using templates
SuppliersSuppliersSuppliersSuppliers
PromotersPromotersPromotersPromoters
Educational establishmentsEducational establishmentsEducational establishmentsEducational establishments
SearchSearchSearchSearch Initially a simple search function
Subsequent development could
deiiver faceted search functionality
Promotion areaPromotion areaPromotion areaPromotion area
Content created by affliates and DS
Delivered using iFrames
Provides a selling portal
LanguagesLanguagesLanguagesLanguages
First releaseFirst releaseFirst releaseFirst release
English (UK)
Chinese
Japanese
German
Future releasesFuture releasesFuture releasesFuture releases
Spanish
French
Italian
Content is pooled in one location and identified
by language to be served as required
Contextual contentContextual contentContextual contentContextual content
Dynamically served content
According to location within the site
User personalisation
User selects areas of interest
Browsing & activity defines interests
Using social graphing
Subtle promotions, moderated by RS
ContentContentContentContent
Reviews, comments, forum replies etc
Generated by
RS
Affiliates
Users
Share within DS and via Social Media
TextTextTextText
VideosVideosVideosVideos Used across the site
WebinarsWebinarsWebinarsWebinars Online events
Conference feeds
PodcastsPodcastsPodcastsPodcasts
ApplicationsApplicationsApplicationsApplications Facebook-style 'PHP' apps
Created by users, affiliated and RS
EventsEventsEventsEventsCreated by users, affiliates and RS
Event diary
Polls and surveysPolls and surveysPolls and surveysPolls and surveys
Small transactions itemSmall transactions itemSmall transactions itemSmall transactions item
International versions
B to C focused
For one-offs, dev kits and books
Serves 'shopping cart' order
data to RS or third parties
Geo-tartgetingGeo-tartgetingGeo-tartgetingGeo-tartgeting Determines which language is served
Price, availability and purchase
Taxonomy and taggingTaxonomy and taggingTaxonomy and taggingTaxonomy and tagging
Design SparkDesign SparkDesign SparkDesign Spark
Area Colour
User
Affiliates
Features
Technical
DS managed &
future features
Key
NB: These areas are indeter-
minate and have only been
selected with a view to help
begin discussions.
DesignSpark - Scope Map (v1.3)

Price, availability and purchasePrice, availability and purchasePrice, availability and purchasePrice, availability and purchase site-wide presence
Geo-tartgeted
ToolsToolsToolsTools
Apps and files to dowload
EDA library manager to
link the Product catalogue
to the DS_PCB tool
PCB prototype tool
SpotlightSpotlightSpotlightSpotlight Featured content on homepage or elsewhere
ConnectConnectConnectConnectUser to user
Design CentreDesign CentreDesign CentreDesign Centre
Made up of themes, such as LED Lighting,
Embedded Computing etc and especially the PCB
Branded differently to identify it as a special section
Dynamically populated,
but editorially managedText and AV content
Documents to download
User and expert reviews
DS-PCBDS-PCBDS-PCBDS-PCB
PCB content area
PCB prototype tool
PCB library
PCB prototype quote tool
Suppliers directorySuppliers directorySuppliers directorySuppliers directory
RegistrationRegistrationRegistrationRegistration
Low barrier to entry Single sign-in for DS and RS
Sign-in via social media
User dashboardUser dashboardUser dashboardUser dashboard
Users can review/modify personal data, connections/
community, follow content types, follow certain users,
their own contributions, notifications, etc
Integration with RS membership
Semi-pro usersSemi-pro usersSemi-pro usersSemi-pro users
Semi-pro users who contribute
content, reviews, blogs, etc
Regular usersRegular usersRegular usersRegular users
For the more passive members who will
consume more than they contribute
Content mangement dashboard for DSContent mangement dashboard for DSContent mangement dashboard for DSContent mangement dashboard for DS
DS emailer, newsletters, texts, other social media
Analytics Google etc
IBM core metrics
Moderation Roles and permissions
Content moderation
Content creation and uploading files, app, documents, etc
Advertising Control over creation and placement of online ads
High quality buildHigh quality buildHigh quality buildHigh quality build
Web standards, accessibility, HTML5, CSS3, etc
SEO optimised content
Responsive Web Design
Archiving facility
BlogBlogBlogBlog Possibly implemented in Drupal
ForumForumForumForum
An more effective implementation than the current Q&A section
Will link to contributions across the site
Will this include a separate Q&A section within the Forum?
Education areaEducation areaEducation areaEducation area
Introductions to technology
'How to' guides
FAQs
Career advice
Jobs
Offers – linking to Promotion area
Product catalogueProduct catalogueProduct catalogueProduct cataloguePrice, availability and purchase
Partner dashboardPartner dashboardPartner dashboardPartner dashboard
Page and content
creation using templates
SuppliersSuppliersSuppliersSuppliers
PromotersPromotersPromotersPromoters
Educational establishmentsEducational establishmentsEducational establishmentsEducational establishments
SearchSearchSearchSearch Initially a simple search function
Subsequent development could
deiiver faceted search functionality
Promotion areaPromotion areaPromotion areaPromotion area
Content created by affliates and DS
Delivered using iFrames
Provides a selling portal
LanguagesLanguagesLanguagesLanguages
First releaseFirst releaseFirst releaseFirst release
English (UK)
Chinese
Japanese
German
Future releasesFuture releasesFuture releasesFuture releases
Spanish
French
Italian
Content is pooled in one location and identified
by language to be served as required
Contextual contentContextual contentContextual contentContextual content
Dynamically served content
According to location within the site
User personalisation
User selects areas of interest
Browsing & activity defines interests
Using social graphing
Subtle promotions, moderated by RS
ContentContentContentContent
Reviews, comments, forum replies etc
Generated by
RS
Affiliates
Users
Share within DS and via Social Media
TextTextTextText
VideosVideosVideosVideos Used across the site
WebinarsWebinarsWebinarsWebinars Online events
Conference feeds
PodcastsPodcastsPodcastsPodcasts
ApplicationsApplicationsApplicationsApplications Facebook-style 'PHP' apps
Created by users, affiliated and RS
EventsEventsEventsEventsCreated by users, affiliates and RS
Event diary
Polls and surveysPolls and surveysPolls and surveysPolls and surveys
Small transactions itemSmall transactions itemSmall transactions itemSmall transactions item
International versions
B to C focused
For one-offs, dev kits and books
Serves 'shopping cart' order
data to RS or third parties
Geo-tartgetingGeo-tartgetingGeo-tartgetingGeo-tartgeting Determines which language is served
Price, availability and purchase
Taxonomy and taggingTaxonomy and taggingTaxonomy and taggingTaxonomy and tagging
Design SparkDesign SparkDesign SparkDesign Spark
Area Colour
User
Affiliates
Features
Technical
DS managed &
future features
Key
NB: These areas are indeter-
minate and have only been
selected with a view to help
begin discussions.
DesignSpark - Scope Map (v1.3)
?
The challenge
A confusing IA and a
diverse set of content
types, features and
functional requirements

The challenge
To reduce the editorial
overhead, the client
requires content to be
served dynamically
A lot of content
= a lot of content
filing via the CMS

?
The challenge
To reduce the editorial
overhead, the client
requires content to be
served dynamically
A lot of content
= a lot of content
filing via the CMS

The challenge
Electronic
Engineering is
complex and hard
to define
Biomedical engineeringBiomedical engineeringBiomedical engineeringBiomedical engineering
Design
Medical equipment
Ventilators
MRI scanners
Electrocardiograph monitors
Cochlear implants
Artificial pacemakers
Artificial hearts
TELECOMMUNICATIONSTELECOMMUNICATIONSTELECOMMUNICATIONSTELECOMMUNICATIONS
Transmission
Modulation
Transmitter design
Receiver design
Electronic switching systems
Copper telephone facilities
Fibre optics
CONTROLCONTROLCONTROLCONTROL
Modeling
Sensors
Actuators
Automatic control
Design
Electrical circuits
Digital signal processors
Microcontrollers
ELECTRONICSELECTRONICSELECTRONICSELECTRONICS
Circuits Integrated circuits
Printed circuit boards
Components
Electron tubes
Semiconductors Transistors
Diodes
Resistors
Capacitors
Inductors
Insulators
Conductors
Devices
Systems
Analog electronics
Digital electronics
Consumer electronics
Embedded systems
Power electronics
MICROELECTRONICSMICROELECTRONICSMICROELECTRONICSMICROELECTRONICS
Microfabrication
Integrated circuits
Micro-components
Diodes
Resistors
Capacitors
Inductors
Insulators
Conductors
Gyrators
Nanoelectronics Interconnections
Wire bonding
POWERPOWERPOWERPOWER
Generation
Transmission
Distribution
Devices
Design
SIGNAL PROCESSINGSIGNAL PROCESSINGSIGNAL PROCESSINGSIGNAL PROCESSING
Analysis
Sound
Images
Time-varying measurement values
Sensor data
Spatial-varying physical quantities
Manipulation/processing
Filtering
Smoothing
Adaptive filtering
Spectrum analysis
Digitization
Storage
Modulation
Wavetable synthesis
Feature extraction
Pattern recognition
Prediction
Other operations
Analog signal processing
Digital signal processing
Discrete time signal processing
Fields
Statistical signal processing
Audio signal processing
Speech signal processing
Image processing
Video processing
Array processing
Time-frequency signal processing
Filtering
Seismic signal processing
Data mining
INSTRUMENTATIONINSTRUMENTATIONINSTRUMENTATIONINSTRUMENTATION
DesignInstruments
Valves
Transmitters
Analyzers
Solenoids
Regulators
Circuit breakers
Relays
Measuring physical quantities
Flow
Temperature
Level
Pressure
Density
Viscosity
Material properties
Ionising radiation
Frequency
Current
Voltage
Inductance
Capacitance
Resistivity
Chemical composition
Chemical properties
Light
Vibration
Weight
COMPUTERSCOMPUTERSCOMPUTERSCOMPUTERS
Design
Circuit design
Microprocessors
Personal computers
Supercomputers
Robotics
Motors
Communications
Sensors
Hardware
Embedded microcontrollers
VLSI chips
Analog sensors
Mixed signal circuit boards
Operating systems
SoftwareFirmware
Software
MechatronicsMechatronicsMechatronicsMechatronics
Design
Electromechanical systems
Automated manufacturing systems
Heating
Ventilation
Air-conditioning
Aircraft
Automobiles
ELECTRICAL ENGINEERINGELECTRICAL ENGINEERINGELECTRICAL ENGINEERINGELECTRICAL ENGINEERING

Eh!?!
The challenge
Electronic
Engineering is
complex and hard
to define
Biomedical engineeringBiomedical engineeringBiomedical engineeringBiomedical engineering
Design
Medical equipment
Ventilators
MRI scanners
Electrocardiograph monitors
Cochlear implants
Artificial pacemakers
Artificial hearts
TELECOMMUNICATIONSTELECOMMUNICATIONSTELECOMMUNICATIONSTELECOMMUNICATIONS
Transmission
Modulation
Transmitter design
Receiver design
Electronic switching systems
Copper telephone facilities
Fibre optics
CONTROLCONTROLCONTROLCONTROL
Modeling
Sensors
Actuators
Automatic control
Design
Electrical circuits
Digital signal processors
Microcontrollers
ELECTRONICSELECTRONICSELECTRONICSELECTRONICS
Circuits Integrated circuits
Printed circuit boards
Components
Electron tubes
Diodes
Resistors
Capacitors
Inductors
Insulators
Conductors
Devices
Systems
Analog electronics
Digital electronics
Consumer electronics
Embedded systems
Power electronics
MICROELECTRONICSMICROELECTRONICSMICROELECTRONICSMICROELECTRONICS
Microfabrication
Integrated circuits
Micro-components
Diodes
Resistors
Capacitors
Inductors
Insulators
Conductors
Gyrators
Nanoelectronics Interconnections
Wire bonding
POWERPOWERPOWERPOWER
Generation
Transmission
Distribution
Devices
Design
SIGNAL PROCESSINGSIGNAL PROCESSINGSIGNAL PROCESSINGSIGNAL PROCESSING
Analysis
Sound
Images
Time-varying measurement values
Sensor data
Spatial-varying physical quantities
Manipulation/processing
Filtering
Smoothing
Adaptive filtering
Spectrum analysis
Digitization
Storage
Modulation
Wavetable synthesis
Feature extraction
Pattern recognition
Prediction
Other operations
Analog signal processing
Digital signal processing
Discrete time signal processing
Fields
Statistical signal processing
Audio signal processing
Speech signal processing
Image processing
Video processing
Array processing
Time-frequency signal processing
Filtering
Seismic signal processing
Data mining
INSTRUMENTATIONINSTRUMENTATIONINSTRUMENTATIONINSTRUMENTATION
DesignInstruments
Valves
Transmitters
Analyzers
Solenoids
Regulators
Circuit breakers
Relays
Measuring physical quantities
Flow
Temperature
Level
Pressure
Density
Viscosity
Material properties
Ionising radiation
Frequency
Current
Voltage
Inductance
Capacitance
Resistivity
Chemical composition
Chemical properties
Light
Vibration
Weight
COMPUTERSCOMPUTERSCOMPUTERSCOMPUTERS
Design
Circuit design
Microprocessors
Personal computers
Supercomputers
Robotics
Motors
Communications
Sensors
Hardware
Embedded microcontrollers
VLSI chips
Analog sensors
Mixed signal circuit boards
Operating systems
SoftwareFirmware
Software
MechatronicsMechatronicsMechatronicsMechatronics
Design
Electromechanical systems
Automated manufacturing systems
Heating
Ventilation
Air-conditioning
Aircraft
Automobiles
ELECTRICAL ENGINEERINGELECTRICAL ENGINEERINGELECTRICAL ENGINEERINGELECTRICAL ENGINEERING
?
Help, I’m
even more
confused!

The solution Domain modelling - yeah!
Using domain modelling for the redevelopment of DesignSpark
Meeting notes, Tuesday 22nd November 2011.
Attendees: Rob Betts (RS), Patrick Sansom (Makemedia) and Tom Prior (Makemedia).
I introduced the general concepts of domain modelling and highlighted what was
required to get it to work. It could provide the appropriate solution for the development
of the DesignSpark project, by producing web pages with relevant and related content
loaded dynamically. It should create a website that makes more sense to users, is
more relevant, useful and useable, as well as significantly reducing the editorial
requirements of RS.
Using this approach, you construct a mental map identifying the 'things' and the
relationships between them, which make up the subject area (this is known as an
ontology). You focus on the objects and concepts, rather than the pages, documents,
a/v and files that make-up a website. The model is assessed by domain experts and
users, to verify that it matches their conceptual understanding of the field and
terminology.
Then you identify the pivotal items within the model, the parent-type elements that
have the most links to other things; these are designated as the key categories (or
tags). The aim is to create the smallest possible set of these central tags that will still
cover the whole framework effectively.
The database scheme will match the domain model and terminology, and all instances
of content will have some of these key item tags associated with them, according to
where they fit within the structure.
The model provides the basis for the taxonomy and structure of the new website. You
select a set of web views to make up both the visible pages and navigation. The
majority of the space on a web view page is populated dynamically, with the various
sections (or widgets) selectively filled with appropriately tagged content.
New web views can be created as required and populated by content dynamically.
They can be lightly-curated and filled with just the dynamic content, or have more
editorial input if preferred. This provides scalability and the easy addition of
micro-sites.
The end result should be a shared model, ubiquitous language and coherent
understanding to provide a consistent user experience.
Case study
To help illustrate how domain modelling can be practically implemented, I’ll detail how
the BBC used it to create their World Cup 2010 section of their website.
Originally they did not have the editorial resources to create indexes for the individual
national teams (including England), but just had a ‘slightly meaningless index called
internationals’2
.
‘The starting point was to think about
the things of importance to the world
cup as opposed to the documents. The
approach was to focus on the model
and then associate content with the
things in the model.’2
They determined that the
‘event’ was pivotal to sport
and used that as the focus of
their model.
They applied this to the
World Cup and created a
specific model.
‘Once we had developed a model we
then decided upon the views that we
would want to show the user. For
example html web views would include
amongst other things teams, players
and groups.’ 2
‘Once we knew the views
we wanted to create we
could then be sure that if
journalists annotated with a
select number of tag class
types that the model could
handle the rest. So we asked
them to tag with player,
team, competition and
venue. By keeping the
tagging simple we ensured it
would be of high quality.’2
Although ‘we did not ask journalists to
tag with group, we are still able to
construct this view for users because
the model knows which teams played
in which group and which players
played for which team. No additional
editorial intervention was needed to
generate these additional views.
By focusing on the model it allowed us
to easily integrate a variety of data
sources and pull them together to
provide a coherent user experience.
In addition by tagging content with concepts from the model we are increasing the
benefits we get from the cost of tagging content. So a tag that has a web scale
identifier enables the content to be contextualised in previously impossible ways.’2
Fundamental issues to address
The main risks to implementing a domain model approach for DesignSpark will be:
 ensuring that new content gets categorised/tagged, especially problematic with
regard to user generated content (UGC)
 adding categorised/tags to existing content
 migrating the existing content into the new data scheme
 correctly identifying the key categories/tags
If content is not tagged, it will not appear in a web view. If it is incorrectly tagged, it will
appear in the wrong place.
Planned approach
To develop our domain model, we would hold a number of workshops and sessions to:
 analyse and model the existing taxonomy
 sketch the domain
 test the model with domain experts and amend as required
 test the model with users and amend as required
 create a domain lexicon and controlled vocabulary
 identify the key items for tagging
 translate the domain model into a data model
 test the effectiveness of these key facets and amend as required
After creating the domain model, subsequent workshops would be held to:
 identify the appropriate web views
 determine the site structure and navigation
 establish the content areas for each web view
Preparation requirements
Preceding any workshops, a number of actions would be required of RS, including:
 providing details on the existing taxonomy, such as categories, tags, site
structure and language and terminology
 providing general details on the domain (electronic design engineering) and
where DesignSpark is located within it - this would include information on the
wide range of items, concepts, categories, language and terminology
 identifying and make available the relevant stakeholders, domain experts and
selected users
The next steps
For us to proceed, the following actions are required of RS:
 agree to the use of domain modelling in the development of the project
 approve the resources required for the editorial work of retagging existing data
 confirm the availability of relevant stakeholders, domain experts and users
For more information about domain modelling and how the BBC applied it to the design and development of their
wildlife, programmes and World Cup 2010 sections, here are some links:
1. Mike Atherton’s IA Summit 2011 presentation: http://www.slideshare.net/reduxd/beyond-the-polar-bear
2. Silver Oliver’s presentation:
http://blockslabpillar.com/2010/09/18/how-the-emergence-of-the-semantic-web-changes-the-way-we-thi
nk-about-information-architecture/
3. Michael Smethurst’s presentation: http://www.bbc.co.uk/blogs/radiolabs/2009/01/
4. Links to the BBC domain modelling examples referenced in the presentations:
http://www.bbc.co.uk/nature/life/Spectacled_Bear
http://news.bbc.co.uk/sport1/hi/football/world_cup_2010/default.stm
Proposing Domain Modelling
as a solution to the client

The solution Domain modelling - defining
Client workshop with Domain Experts

The solution Domain modelling - defining The Design Spark Domain Model
took many Iterations to define

The solution Domain modelling - canonical terms
Application
LEVEL
1 LEVEL
2
Audio
Applications
Automotive
Applications
Broadcast
Applications
Communication
Applications

Consumer
Applications
Development
Kits
-‐
Electronics
Analogue
Dev
Kits
Communication
Dev
Kits
Display
&
Lighting
Dev
Kits
DSP
Dev
Kits
Technique
LEVEL
1 LEVEL
2 LEVEL
3
Research
Phase
Discovery
Phase
Trial
&
Evaluation
Design
Phase
Electronic
Circuit
Design
Circuit
Simulation
Circuit
Verification
PCB
(Printed
Circuit
Board)
Design
Mechanical
CAD
(Computer
Aided
Design)
Software
C+
Hardware
Emulation
Software
Emulation
Software
Simulation
Verilog
VHDL
Visual
Basic
Manufacture
Assembly
Pick
&
Place
Reflow
Solder
Tape
&
Reel
PCB
(Printed
Circuit
Board)
Manufacture
PCB
Drilling
PCB
Etching
PCB
Laminating
PCB
Plating
&
Coating
PCB
Screen
Printing
PCB
Solder
Resist
Logistics
Programming
Test
Compliance
Testing
Functional
Test
Reliability
Testing
Safety
Testing
Standards
Electronics
Legislation
Technology
LEVEL
1 LEVEL
2
Analogue
Amplifiers
&
Comparators

Clocks
&
Timing

Data
Acquisition

Communication
Wired
Wireless
Display
&
Lighting
LCD

LED

OLED

LASER
Plasma
DSP
Blackfin

C5000

C6000

SHARC

Human
Machine
Interface
Switches
Keypads
A dictionary
of preferred
terms creates
a controlled
vocabulary
and defines
a ubiquitous
language -
understood
by users and
applied across
the front-and
back-end of the
website

The solution Domain modelling - canonical terms
Application
LEVEL
1 LEVEL
2
Audio
Applications
Automotive
Applications
Broadcast
Applications
Communication
Applications

Consumer
Applications
Development
Kits
-‐
Electronics
Analogue
Dev
Kits
Communication
Dev
Kits
Display
&
Lighting
Dev
Kits
DSP
Dev
Kits
Technique
LEVEL
1 LEVEL
2 LEVEL
3
Research
Phase
Discovery
Phase
Trial
&
Evaluation
Design
Phase
Electronic
Circuit
Design
Circuit
Simulation
Circuit
Verification
PCB
(Printed
Circuit
Board)
Design
Mechanical
CAD
(Computer
Aided
Design)
Software
C+
Hardware
Emulation
Software
Emulation
Software
Simulation
Verilog
VHDL
Visual
Basic
Manufacture
Assembly
Pick
&
Place
Reflow
Solder
Tape
&
Reel
PCB
(Printed
Circuit
Board)
Manufacture
PCB
Drilling
PCB
Etching
PCB
Laminating
PCB
Plating
&
Coating
PCB
Screen
Printing
PCB
Solder
Resist
Logistics
Programming
Test
Compliance
Testing
Functional
Test
Reliability
Testing
Safety
Testing
Standards
Electronics
Legislation
Technology
LEVEL
1 LEVEL
2
Analogue
Amplifiers
&
Comparators

Clocks
&
Timing

Data
Acquisition

Communication
Wired
Wireless
Display
&
Lighting
LCD

LED

OLED

LASER
Plasma
DSP
Blackfin

C5000

C6000

SHARC

Human
Machine
Interface
Switches
Keypads
With a semantically-meaningful metadata schema,
relevant content can be served dynamically - hooray!
A dictionary
of preferred
terms creates
a controlled
vocabulary
and defines
a ubiquitous
language -
understood
by users and
applied across
the front-and
back-end of the
website

But there’s still a
challenge to be met
How to get users to tag
content effectively?

?
But there’s still a
challenge to be met
How to get users to tag
content effectively?
• content incorrectly
tagged, will appear in
the wrong place
• untagged content will
not appear at all
Godammit!

The solution Auto tagging - hooray (again)!
Tagging a blog

The solution Thesaurus
DesignSpark
Domain
Model
Thesaurus

Entry
structure

Preferred
Term

This
is
the
accepted,
canonical
designation
for
a
concept.
All
term
relationships
are
described
in
respect
to
the
Preferred

Term.
This
will
be
imported
in
the
first
instance
from
the
Taxonomy.
Post
MVP
launch,
terms
can
be
added
or
edited
via

the
CMS.

Term
Description

This
is
a
definition
of
the
Preferred
Term
as
a
succinct
summation.
This
should
be
added
via
the
CMS
during
UAT
for
the

PoC.

Variant
Terms

These
are
the
non-‐preferred,
equivalent
or
synonymous
words
in
relation
to
the
Preferred
Term.

Misspellings

These
are
used
to
map
misspellings
and
typographical
errors
to
the
Preferred
Term.

Related
Terms

This
can
be
expressed
in
a
range
of
relationship
subtypes:

Relationship
subtypes

Example

Field
of
study
to
the
Object
of
study

Cardiology
to
Heart

Process
to
its
Agent

Termite
Control
to
Pesticides

Concepts
to
their
Properties

Poisons
to
Toxicity

Action
to
the
Product
of
the
Action

Eating
to
Digestion

Concepts
to
linked
Casual
dependence

Celebration
to
New
Year’s
Eve

For
the
PoC
Related
Terms
aren’t
required,
but
we
recommend
they
are
supplied,
so
that
they
could
potentially
be
used

in
the
MVP
and
post-‐MVP
releases.

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Example
entry
from
a
‘Beverages’
thesaurus

Preferred
term:
Sparkling
wine

Description:
A
carbonated
alcoholic
beverage
derived
from
grapes.

Variant
terms:
Bubbly,
Champagne,
Cava,
Prosecco,
Fizzy
wine,
Sparkly
wine,
Champers

Misspellings:
Champain,
Pruseco...
etc

Preferred
Term Variant
Terms
Audio
Audio Music
Audio Sound
Audio Voice
Audio Speech
Audio AES
Audio AFL
Audio Compand
Audio DAT
Audio MIDI
Audio HiFi
Automotive car
Automotive vehicle
Automotive automobile
Broadcast television

Broadcast Radio
Broadcast
Communication
Development
Kit dev
board
Development
Kit dev
boards
Development
Kit dev
kit
Development
Kit dev
kits
Development
Kit developer
kit
Development
Kit development
board
Development
Kit development
boards
Development
Kit development
kit
Development
Kit development
kits
Development
Kit eval
boards
Development
Kit eval
kits
Development
Kit evaluation
board
Development
Kit evaluation
kit
Development
Kit developer
kits
Education
&
Learning
teach
Education
&
Learning
learn
Education
&
Learning
academia
Education
&
Learning
academic
Education
&
Learning
student
Education
&
Learning
apprenticeship
Education
&
Learning
apprentice
Education
&
Learning
pupil
Education
&
Learning
classroom
Education
&
Learning
college
Education
&
Learning
university
Education
&
Learning
e-‐learning
Education
&
Learning
Lecture
Education
&
Learning
Lesson
Preferred
Term Related
Terms
Wireless GPS
Wireless telegraphy
Wireless telecommunications
Wireless 64-‐QAM
Wireless 16-‐QAM
Wireless DVB
Wireless DVB-‐T
Wireless DVB-‐T2
Wireless DVB-‐H
Wireless DVB-‐C
Wireless DVB-‐C2
Wireless DVB-‐S
Wireless DVB-‐S2
NEXT
TERM NEXT
TERM'S
RELATED
TERMS
Preferred
Term Misspellings
Audio Audoi
Audio Adio
Audio Audo
Audio Music
Audio musac
Audio musc
Audio sound
Audio sond
Audio sund
Audio voise
Audio speach
Automotive Auto
Automotive Atomotive
Automotive Automotiv
Automotive Auto
motive
Automotive carr
Automotive caar
Automotive vehcle
Automotive vehical
Automotive auto-‐mobile
Automotive auotmobile
Automotive automobil
Broadcast Broad
Cast
Broadcast Broadcast
Broadcast bradcast
Broadcast broadast
Broadcast broadcasting
Broadcast broadcasts
Broadcast broad-‐cast
Broadcast telly
Broadcast telly
vision
Broadcast tellevision
Broadcast tele-‐vision
Broadcast televison
Communication comms
Communication comunication
Communication communications
Communication communecation
Communication communicaton
Development
Kit dev
board
Development
Kit dev
boards
Development
Kit dev
kit
Development
Kit dev
kits
Development
Kit developer
kit
Development
Kit development
board
Development
Kit development
boards
Development
Kit development
kit
Development
Kit development
kits
A thesaurus provides additional
coverage when term-matching

The solution Thesaurus
DesignSpark
Domain
Model
Thesaurus

Entry
structure

Preferred
Term

This
is
the
accepted,
canonical
designation
for
a
concept.
All
term
relationships
are
described
in
respect
to
the
Preferred

Term.
This
will
be
imported
in
the
first
instance
from
the
Taxonomy.
Post
MVP
launch,
terms
can
be
added
or
edited
via

the
CMS.

Term
Description

This
is
a
definition
of
the
Preferred
Term
as
a
succinct
summation.
This
should
be
added
via
the
CMS
during
UAT
for
the

PoC.

Variant
Terms

These
are
the
non-‐preferred,
equivalent
or
synonymous
words
in
relation
to
the
Preferred
Term.

Misspellings

These
are
used
to
map
misspellings
and
typographical
errors
to
the
Preferred
Term.

Related
Terms

This
can
be
expressed
in
a
range
of
relationship
subtypes:

Relationship
subtypes

Example

Field
of
study
to
the
Object
of
study

Cardiology
to
Heart

Process
to
its
Agent

Termite
Control
to
Pesticides

Concepts
to
their
Properties

Poisons
to
Toxicity

Action
to
the
Product
of
the
Action

Eating
to
Digestion

Concepts
to
linked
Casual
dependence

Celebration
to
New
Year’s
Eve

For
the
PoC
Related
Terms
aren’t
required,
but
we
recommend
they
are
supplied,
so
that
they
could
potentially
be
used

in
the
MVP
and
post-‐MVP
releases.

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Example
entry
from
a
‘Beverages’
thesaurus

Preferred
term:
Sparkling
wine

Description:
A
carbonated
alcoholic
beverage
derived
from
grapes.

Variant
terms:
Bubbly,
Champagne,
Cava,
Prosecco,
Fizzy
wine,
Sparkly
wine,
Champers

Misspellings:
Champain,
Pruseco...
etc

Preferred
Term Variant
Terms
Audio
Audio Music
Audio Sound
Audio Voice
Audio Speech
Audio AES
Audio AFL
Audio Compand
Audio DAT
Audio MIDI
Audio HiFi
Automotive car
Automotive vehicle
Automotive automobile
Broadcast television

Broadcast Radio
Broadcast
Communication
Development
Kit dev
board
Development
Kit dev
boards
Development
Kit dev
kit
Development
Kit dev
kits
Development
Kit developer
kit
Development
Kit development
board
Development
Kit development
boards
Development
Kit development
kit
Development
Kit development
kits
Development
Kit eval
boards
Development
Kit eval
kits
Development
Kit evaluation
board
Development
Kit evaluation
kit
Development
Kit developer
kits
Education
&
Learning
teach
Education
&
Learning
learn
Education
&
Learning
academia
Education
&
Learning
academic
Education
&
Learning
student
Education
&
Learning
apprenticeship
Education
&
Learning
apprentice
Education
&
Learning
pupil
Education
&
Learning
classroom
Education
&
Learning
college
Education
&
Learning
university
Education
&
Learning
e-‐learning
Education
&
Learning
Lecture
Education
&
Learning
Lesson
Preferred
Term Related
Terms
Wireless GPS
Wireless telegraphy
Wireless telecommunications
Wireless 64-‐QAM
Wireless 16-‐QAM
Wireless DVB
Wireless DVB-‐T
Wireless DVB-‐T2
Wireless DVB-‐H
Wireless DVB-‐C
Wireless DVB-‐C2
Wireless DVB-‐S
Wireless DVB-‐S2
NEXT
TERM NEXT
TERM'S
RELATED
TERMS
Preferred
Term Misspellings
Audio Audoi
Audio Adio
Audio Audo
Audio Music
Audio musac
Audio musc
Audio sound
Audio sond
Audio sund
Audio voise
Audio speach
Automotive Auto
Automotive Atomotive
Automotive Automotiv
Automotive Auto
motive
Automotive carr
Automotive caar
Automotive vehcle
Automotive vehical
Automotive auto-‐mobile
Automotive auotmobile
Automotive automobil
Broadcast Broad
Cast
Broadcast Broadcast
Broadcast bradcast
Broadcast broadast
Broadcast broadcasting
Broadcast broadcasts
Broadcast broad-‐cast
Broadcast telly
Broadcast telly
vision
Broadcast tellevision
Broadcast tele-‐vision
Broadcast televison
Communication comms
Communication comunication
Communication communications
Communication communecation
Communication communicaton
Development
Kit dev
board
Development
Kit dev
boards
Development
Kit dev
kit
Development
Kit dev
kits
Development
Kit developer
kit
Development
Kit development
board
Development
Kit development
boards
Development
Kit development
kit
Development
Kit development
kits
A thesaurus provides additional
coverage when term-matching
e.g. MIDI, Music, Musac, AFL, Speech, Speach, Adio = AUDIO
Variants
Misspellings
Canonical
term

The result
A blog can be
semantically
linked to...

The result
A blog can be
semantically
linked to...
... a Knowledge
item...

The result
LED blog... which can be
linked to a Tool

The result
LED blog
... which in
turn, can even
be linked to a
Member profile

The result
New web view
Recent
Forum
posts
Top Blogs
Recent
Knowledge
items
Related
Products
Top Tools
New web views can
be created ad hoc and
immediately populated
with semantically-relevant
content

The result For example, this ‘Design Centre’ for
‘Synergy’ is dynamically populated
using the Domain Model tags:
Mbed, Synergy, Test, Functional
test, Analogue, Ethernet, Serial
peripheral interface, Human machine
interface, Switches, Oscilloscopes,
Microcontrollers, Arm, Pic, Flash

l Summary

l Summary
1 Domain modelling & auto-tagging worked well and proved to be really powerful:
• dynamically serving, semantically-linked content (and concepts)

l Summary
2 Regularly assess & improve your taxonomy & UI via user research / analytics:
• card sorting
• contextual inquiry
• term analysis - search & auto-tagging - especially for missing & unused terms
• heuristic evaluation
• usability testing

l Summary
• card sorting
3 Domain modelling has great potential for linking further into the ‘semantic web’

l Summary
• card sorting
4 It’s improves Search ranking

l Summary
• card sorting
4 It’s improves Search ranking
5 Domain modelling is likely to be increasingly used across the web, especially when
dealing with high volumes of content

Acknowledgements
UX is a broad discipline and you can’t be expected to know
everything, so get advice... my thanks go to:
Mike Atherton
Created Domain Models for the BBC
Cennydd Bowles
Created Domain Models for ITV
Mat Walker
Created Domain Models for the BFI
Gavin Wye
Advised on auto-tagging
‘The’ Domain Modelling book
Hmm... not so useful really... helped me
impress the technical architects though...
and makes a good laptop stand

t @Patrick_Sansom | Patrick Sansom | User Experience Designer
Cheers !
Image credit: Light Blurs and Abstract Circle Patterns Red 1 by Webtreats

Taxing taxonomies - wrestling with Domain Models

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